The Brand Of Home Furnishing Clothes Is "&Nbsp", And "War Of War" Is The Market.

　 　 Leisure wear The company has just started to bayonet from its mother's womb.

As "from" pajamas "A garment sub industry that evolved and evolved, home clothes can be said to be faced with the embarrassment of identity recognition from the day of its birth.

The annual report on China's textile and clothing business and brand development shows that consumers' overall cognition of home furnishing industry is relatively low. Only 39.9% of consumers know that home clothes are a new industry. 18.8% of consumers know that September 15th was the first Chinese household wear day, and 17.1% of consumers knew that household clothing was very popular in Europe and America. 13.4% of consumers knew that our country had a long history of home furnishing culture.

It should be noted that the model of this investigation may be limited to clothing In the circle, if we expand the survey model, we can divide it into a city, a regional city and a township. The population is divided into workers and peasants. The data obtained show that the awareness of home clothes will be lower.

However, such an industry that many people can not say is playing an unusual competition.

"Warring States"

The development of home clothes reflects the taste of home furnishings and embodies the concept of life in fashion homes. With China Economics With the development of people's demand for high quality life, the market prospect of home furnishing industry is becoming more and more popular among the people in the industry.

In recent years, the market of household clothing industry has been developing geometrically and more rapidly. The relevant data show that the annual consumption of Chinese household clothing has exceeded 10 billion yuan, with an annual growth rate of over 30%, becoming the fastest growing variety in the clothing industry.

However, as a new clothing category, the concept of home clothes is formally accepted. market The acceptance began in 2009, and after that, the function of household clothes was thoroughly dug up, such as the reception of home furnishing, the access to the kitchen work clothes, etc. But overall, home clothes are still in the initial stage.

The industry agreed that so far, the market potential of home furnishing is less than 10%, and there is still a lot of market space to tap.

"For example, the clothing market has a scale of 100 billion a year, and now it has achieved 80 billion, and the home clothing market is 1 billion, only less than 1 hundred million now." Mr. Liu Yuyang, deputy general manager of Beijing Qi Rui clothing and Accessories Co., Ltd.

It can be expected that the huge market gap has attracted many competitors to divide the cake.

Mr. Liu Yuyang told reporters that as the overall threshold of home furnishing industry is not high, capital investment is not very large. After the financial crisis, a large number of foreign trade export enterprises have been put into the home furnishing industry in the face of unfavorable factors such as weak overseas market and RMB appreciation. "From last October to the end of last year, in just two months, there were more than 200 home furnishing enterprises on the market."

At the same time, some bra and underwear enterprises, such as admirers, cats and so on, have been eyeing their home clothes.

　　 This is clearly not only described as white hot.

Those who eat crabs first, such as Qi Rui and other brands, are not big enough. "Although the growth rate has reached 40% in recent years, the sales volume of the company has exceeded 100 million yuan until last year." Liu Yuyang said, "the home clothes business has just started to bayonet from the womb."

And the reality is that the newcomers simply copy the OEM, such as many foreign trade to domestic processing factories; or the main products are not in the home clothing field, such as love, cat and other enterprises, coupled with the general body weight of the home furnishing enterprises, and for a time, there is no leading brand in the field of home clothes, and the whole industry is in a stage of disorderly competition with no leader and hegemony.

At this stage, it is regarded as "Warring States" era by Qi Rui.

Liu Yuyang believes that "Warring States" era, the emergence of brands, awareness of confusion, everywhere is full of games and killing. No one can form an effective development mode. Everyone is walking across the river by feeling the stones. "

Under this premise, the way of most home furnishing brands is to invite celebrities to endorse, spread advertisements, and recruit franchisees and agents across the country.

But she did not intend to do so.

　 "Making" Heroes

In the view of Chi Rui, the confusion and disorderly competition in the home furnishing industry will be broken in the near future. At that time, who can survive in the market depends on the strategic grasp of the future market structure.

"Just like Zhu Geliang in the thatched cottage has three points." Liu Yuyang said that Chi Rui had the ability to ask big stars to speak for him, but he believed that instead of spending money on "outside", it would be better to spend money on "internal".

At present, although the market of home furnishing industry has a good development prospect, it lacks a real leader. Whoever takes the lead in completing the strategic upgrading of the brand and improving the training of professional talents will seize the opportunity and become the leading actor in the industry. "Heroes in troubled times", which is precisely the origin of Qi Rui hero's creativity. Organizers hope that through this activity, Qi Rui hopes to select outstanding employees in the form of draft, so as to set an example for the industry.

It is understood that today, the national layout of the Swiss brand has already been completed. The "simple and crude" expansion stage has become a history. The biggest problem facing the company is to improve the quality of agents and terminals, increase the output of single stores, and prepare for the next development of the brand.

If you want to outshine others, you won't be a hero. Frankly speaking, it is robbing people, robbing money and grabbing territory.

For this purpose, Qi Rui invested 10 million capital to create an unprecedented "Hero Brand of Chi Rui". In May 9, 2011, Qi Rui held the first season of the brand hero meeting in Ji'nan, Shandong -- "hundred schools of thought contend". In December 18th, "the second season of the heroes of the Qi Rui brand, the Warring States Group" was unveiled in Xinzheng, Henan.

It is understood that the "Qi Rui brand hero Association" has six seasons, namely, a hundred schools of thought contended, the Warring States heroes meeting, the Taiping heroes list, the Three Kingdoms club, the heroes of the Tang Dynasty and the Tang Dynasty romance. In addition to the two seasons that have been held, the four seasons will be held in Shaanxi, Hubei, Hangzhou and Beijing respectively.

"The heroic meeting is actually a centralized training, and it is also a competition." Liu Yuyang said, we try to understand heroes, create heroes and build heroes through such a draft.

According to introducing, during the heroic meeting, Qi Rui will invite domestic first-class trainers to concentrate on training for agents, franchisees and company employees. This process can not only acquire knowledge and experience for dealers, but also improve the overall quality of the company's brand operation team through this activity, and lay a solid foundation for the future development of enterprises and make a good layout.

While training, at the same time, the three phalanx composed of terminal providers, agents and Qi Rui employees will be divided into several groups. In the interaction of trainers, they will compete with each other, the strength of competition, and the winners will win the prize of the third season, and will compete for the ultimate prize. This process is also the best way to discover "Heroes" and "Heroes".

Facts have proved that the effect of the heroes is obvious.

Shortly after the opening of the Warring States group, agents, terminal operators and employees from all parts of the country joined the group. One of the procedures was to select excellent provincial agents to be counselors of each group. The group that drew the number of the front numbers picked out the outstanding counselors, and the counsellor who stayed on the stage finally became very embarrassed. Just when all the people felt entangled in the scene, a participant who had taken the last number flew to the stage and picked up the last counselor. If he had won the battle, he would have invited it to the group.

In this link, he discovered the employee from the Shantou production base. His name is Lv Sicheng.

Chi Rui people are trying to integrate the talent resources in the industry in a different way and take the lead in planning for the future glory.

In fact, for the Qi Rui people, the hero will have another meaning. "The last season will be the end of the hero, just in 2013, when it was also our 10th anniversary Daqing."

"But this is not the end. It's just the beginning." Liu Yuyang added.