Silk Sham: Focus On Towels &Nbsp; Have No Mind At All.

　　 Silk covered mantle It started in China's towel hatching base, Gaoyang, which is especially suitable for home textiles. brand Name, slowly terminal Fame goes far...

Most of the people who know silk sham are learned from the acupuncture meeting. Silk sham was one of the earliest local brands to build, and also one of the most powerful enterprises. However, compared with cities such as metropolis and Shanghai, silk Shu man still has some difficulties to manage the brand only by the advantages of Gaoyang industrial cluster. For this reason, the reporter interviewed Song Jianjun, the general manager of the company, and asked him to talk about the brand building and terminal management of the towel industry.

　 Always be grateful and concentrate on details.

Reporter: in recent years, Gao Yang towel has been developing rapidly with the advantage of regional industry. Silk towels and towels have participated in the needle industry many times, which has aroused intense concern in the industry.

Song Jianjun: To sum up briefly, silk Shuman has experienced three stages of jumping, from the late 80s to the mid 90s, from the mid 90s to the early 2000, and then the introduction of Korean capital into 2003. Stride across All of them played a decisive role in the development of the company.

Our introduction of Korean capital is not just about the question of capital. What we want is the advanced concept, technology and management of the Western towel industry. The company sent to Korea's early inspection team was deeply shocked by the meticulous details of the Koreans. At that time, I decided to set up a joint venture. We have a slogan in silk sham's slogan: "the details of the silk, the quality of the show," which I set down in Korea. My feeling at that time was that an enterprise must concentrate on details if it wants to do a good job well.

Reporter: the terminal promotion of Gaoyang home textile is known as "Gaoyang mode" by the industry. Some home textile brands around the world are also competing to emulate. What outstanding achievements have been made in recent years, such as silk brand, towel innovation, brand innovation, channel innovation and cultural innovation?

Song Jianjun: relying on the traditional industrial advantages of Gaoyang and the technical advantages of Korean home textiles, the silk shomen towel has gradually adhered to the brand development path, and gradually formed and improved the marketing oriented, brand building as the core and meeting the needs of consumers as the goal. The key is to build a terminal sales network, and strive to build a well-known brand in China's home textile industry. In 2011, in addition to increasing its investment in exhibition and advertising, sheshu continued to expand its traditional sales channels while also building an online sales platform. In early 2011, the company settled in Taobao mall. The initial test of water E-commerce industry achieved good sales results, and sales in 2011 reached 1 million 800 thousand yuan. This also increased our confidence in further enhancing brand publicity. It enables consumers to enhance their cognition of our products through the Internet platform, so as to achieve direct docking with terminals, better understand the real ideas of consumers, and promote enterprises' self correction. Through the network platform and Taobao's own evaluation system, we can truly know that consumers' opinions on our products are like a free market survey, which is far more helpful to enterprises than imagined.

Reporter: some people believe that the towel industry is still at the stage of production, and has not yet developed to the brand level. What is the brand connotation that silk conveys from the original emphasis on the production process to the brand building now? What is the meaning of towel brand publicity for consumers whose brand concept is still vague?

Song Jianjun: the brand connotation we want to convey is very clear, that is, health, fashion and internationalization. As I mentioned before, "Silk details, the quality of the show", our silk man's pursuit of health has never stopped. Our research and development of bamboo fiber towels, acne towel and wood fiber towels are in the forefront of the times. Fashion and internationalization mainly rely on our more than 20 domestic and foreign R & D teams. Every year, these R & D personnel have to go abroad to investigate, and vigorously introduce the advanced patterns, processes and ideas of Korea to create an international brand.

For consumers, a good brand can be accompanied by a lifetime, and word of mouth. For silk, our aim is to satisfy consumers who have healthy, fashionable and international consumption needs, and let them become the most loyal consumers of silk sham brand.

　　 Adhere to the main business channels to win

Reporter: many people believe that the success of a towel brand, in addition to its brand and cultural advantages, depends to a large extent on the expansion of channels. What is the terminal mode of silk sham's selection? Today, how does Shi Shu man effectively construct and manage the channel?

Song Jianjun: now, for our channel construction, the lines are very thick. This is also the place where we need to improve. At the end of 2011, when formulating the 2012 development plan, the company proposed to further consolidate its production and inventory base, and vigorously develop large-scale KA, department stores and medium-sized chain store channels.

The word "terminal" is no longer strange to all entrepreneurs in China. We have always been cautious in terminal construction. What we consider most is to vigorously develop new channels without disrupting existing channels. To be clear, it is to ensure that the interests of our agents are not impaired. We put the focus of 2012's work on the Chongqing market company and dealer pool, including a total of more than 70 stores in Chongqing new century and Chongqing 100 to test our terminal mode. If feasible, we will vigorously promote the whole country in 2013.

Reporter: the industry once said that "no direction of investment, all to do home textiles" argument, this from a certain angle shows that the home textile industry threshold is low, easy to enter, but at the same time also shows that home textile profit margins are relatively thin. In recent years, some wine companies and garment companies have begun to transform into home textiles. How much do you think the potential of home textiles is? What is the trend of China's home textile industry in the future?

Song Jianjun: we believe that the consumption potential of China's home textile market is huge. In the future, China's home textile market will flourishing, new brands will increase, brand competition will become increasingly fierce, technological innovation will lead to continuous progress of enterprises, and new products such as high-tech fabrics will not be poor, which is both an opportunity and a challenge for us.

Reporter: the issue of diversification or simplification has always been controversial. In the future, is silk covering the main business of the towel or choosing a diversified development path?

Song Jianjun: as an individual, my dream is to bring the Gaoyang towels to a new level through the efforts of our generation. The plan for the next 5~10 years is to take the towels as the main business and improve the quality and brand awareness of the towels. But one thing is for sure. If we can't make towels well, we will never get involved in other industries.