Ma Qingxuan: Multi Brand Building &Nbsp; Diversified Development

Profile: Ma Qingxuan, an outstanding figure in textile and clothing business for 20 years, one of the twenty candidates for the ten major news personages of China's textile industry in 2009.

They have been well-known brands in Shantou, including Henderson garment factory, Shenzhen Katie Industrial Development Co., Ltd., and Guangdong Katie Clothing Co., Ltd., and are famous brands of home furnishing, baby, and so on.

Among them, the "new family" was the ten largest household clothing brand in China. "Pao Bang slave" was awarded the "Guangdong famous brand" and "flower beauty" was the only designated home clothing product of Miss World Travel.

Multi brand building and diversified development

Katie has done a lot of research work on the Chinese market, and made targeted differentiation plans for the large, medium and small cities in the country according to the business climate, population size, consumer level, GNP and consumption habits, and made corresponding brand development plans according to their own characteristics of different types of cities.

Katie company is going to spend two to four years to study the domestic clothing market and the needs of different consumers, and to develop and produce a series of home furnishing products suitable for the national conditions. Finally, we will build several major brands of Katie to become the top brands in the field of Chinese household clothing.

Its key brands and positioning are as follows:

New world family

The pajamas brand is mainly composed of shopping arcade channels and exclusive store channels.

It is the leading brand of professional household cabinets in the shopping mall.

Pie slave

The comprehensive brand of household leisure is mainly based on exclusive store channels, supplemented by shopping mall channels.

It is the leading brand of this category in traditional circulation channels.

Beautiful flowers

Top grade cotton pajamas.

The main channel is exclusive stores and auxiliary channels are shopping centers.

It is the competitive brand of this category in traditional circulation channels.

Affection

Autumn and winter cotton Lycra underwear is the main, home pajamas supplement; spring and summer is mainly home pajamas, supplemented by vest sling, underwear, socks, supplemented by shopping mall channels, exclusive store channels supplemented.

A complete range of products is the price competition brand in the market, and is the best combination brand of the bra store.

Black and white cat

In autumn and winter, warm pants are the main products. Spring and summer are mainly silk and silk pajamas.

It is a specific regional professional brand.

According to statistics, the series of home furnishing garments designed and operated by Katie group are sold to the national market through the marketing of more than 2000 new products in Beijing, Shanghai, Guangzhou and Chengdu.

A few days ago, Katie Group invested huge sums of money in naming the first China household clothing design competition. It spread the home culture and conveyed the corporate social responsibility for the design and creative talents in the home furnishing industry, which once again aroused the concern of the industry.

In the market competition, the development strategy of "product differentiation and communication differentiation" implemented by Katie group has made the enterprise achieve an average annual growth of 50% over the past five years.