Make Clear The New Concept Of "Home Dress" And Promote The Development Of The Industry.

About "home"

New formulation

Reporter: I heard that your institute will hold a forum in Shantou in November. Can you introduce it?

Ma Qingxuan: since 2008, under the influence of the financial crisis, the market has continued to slump. As an industry research institution, we are obliged to invite experts from all sides to point out the direction for everyone.

In addition, we should also take some reasons for the confusion encountered in the development of the industry.

The definition of home furnishing clothes is not clear. Now it has hindered the development of the industry. Why is it difficult for chain stores and franchised stores to operate now? This is worth our consideration.

Therefore, in this forum, we will formally put forward the new concept of "home dress" with experts and scholars from all walks of life, and announce the important measures that the Institute will take to promote the development of the industry.

Reporter: the development of the home furnishing industry has developed into a certain understanding among consumers. What makes your house have a new concept of "home furnishing"?

Ma Qingxuan: the significance of the Shantou fashion home clothing Research Institute (formerly home clothing Research Institute) lies in studying the healthy and correct development direction of the industry.

According to the research and research conducted by the Research Institute and the analysis and demonstration of the market development trend, it is found that the original concept of "home clothes" has brought a bottleneck to the development of enterprises and industries. Consumers' understanding of the concept of "home furnishing" is prone to produce the following areas.

First, consumers often confuse home clothes with pajamas. They think that household clothes are pajamas and pajamas are household clothes. Second, "household clothes" are furniture.

Household goods.

In order to make the consumers more clear about product definition, in order to make the industry have more room for development, in order for the industry to integrate with the international market more quickly, all the members of the research institute have unanimously adopted the new concept of "home dress" and renamed the Research Institute of the Shantou Fashion home fashion Research Institute.

Reporter: in order to launch "

What will the institute do in this new concept?

Ma Qingxuan: in order to get professional and reliable data, we hired a professional investigative company, Beijing digital 100, to conduct nationwide surveys, including consumers, terminal providers, distributors, producers and network groups.

The conclusion is that the concept of "home furnishing" restricts the development of the industry, and is not conducive to the introduction of advanced business models into the industry, which is not conducive to the construction of channels.

In order to help the industry get out of the predicament as soon as possible, the Research Institute will launch several projects at the forum held in November: first, combine 20 industry elite enterprises to make a "home dress" joint brand; two, the enterprise alliance promotion, by the representatives of the enterprises in the hospital jointly make a "Happy China line" activity aimed at the national terminal, and pfer the concept of "home dress" to the consumer. This "Happy China business" activity is planned in the second half of this year, and it is planned to be implemented in the first half of next year.

Reporter: some people speculate that the concept of "home dress" may be obstructed.

Ma Qingxuan: we must persist.

Because once the direction is right, we must obey the correct direction and not stick to the original concept.

When this concept does not meet the requirements of social trends and industrial development, we must change direction and take the right road.

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Reporter: what kind of impact will the new concept bring to the industry?

Ma Qingxuan: in the past, the concept of "home clothes" was only understood literally but not really.

Because they do not have an in-depth understanding of the industry, or because the industry development is not yet mature at that time, it is difficult for them to fully understand the industry, do not understand consumers, do not understand the channels, but feel that they must have a formal name, which is a kind of cognition, but not a recognition.

It is normal for a great initiative to produce an impact on the original concept.

The trend of world development is like this. We should not persist in this wrong idea because we are accustomed to it and hinder the development of the industry.

Through the survey of consumers, we found that their understanding of "home furnishing" is simple and clear: the so-called home dress is a dress that is worn at home and abroad for leisure time. Its category is more abundant, and the household clothing becomes a kind of home dress. The concept is clear and all categories are clear.

Moreover, the concept of "home clothes" is difficult to extend and expand the channel mode, so it is difficult to go to the exclusive store and life hall mode. This is the reason.

As for the impact, I think we are based on the development of the whole industry. Our advocacy can only withstand the expert's argument, stand up to the research of institutions, and stand the practice verification of information pmission and channel expansion in the industry.

After investigation, various data indicate that we must go like this.

On industrial upgrading and Entrepreneurship

Reporter: at present, various industries have put forward the pformation and upgrading of industries. How should we take the pformation and upgrading of home clothes?

Ma Qingxuan: for our industry, the new concept of "home dress" is itself an upgrade.

It is the initial orientation of culture, core and strategy, and has a historic turning point.

As for hardware upgrading, every field and every industry is different. We can not express our views and opinions with a certain situation. If we do not have the power to change reality, we can do what we can do first.

For example, the new concept of "home dress" is being advocated.

In terms of hardware and software, we will appeal to the government to take the lead. For example, the home apparel business is small, the cluster effect is not high, and the hardware is not enough; the development of software needs process, and needs some constructive things to increase investment in brand building and industrial innovation. This road can not be put in one step, this is a cognitive process.

Reporter: because of the characteristics of language, drama, architecture, diet, family concept and capital channel, the outstanding regional personality of Chaoshan people has been achieved.

But at the moment of the nationalization and globalization of the market, this excellent regional "personality" sometimes becomes a "bureau" set up by some entrepreneurs in Chaozhou Shantou (home furnishing). How do you think this bureau can break through?

Ma Qingxuan: what is the spirit of entrepreneurs in Chaoshan? This is the question we need to think about.

In fact, there are many good things in Chaoshan entrepreneurs, especially the Chaoshan entrepreneurs in the 60s and 70s of last century. There are many moving stories, but they do not show the spirit of entrepreneurs, or they are biased towards the understanding of entrepreneurs.

How can we break this kind of "bureau"? I think what we should do is to appeal to Chaoshan entrepreneurs to bloom their wisdom, enrich their wealth before they get rich, share good experience and wisdom with others, be willing to share, and be good at sharing.

Chaoshan entrepreneurs did not dare to speak when they were not growing up. They felt that their enterprises were not yet big enough to speak.

In the end, they will only limit their intelligence and talent to a very small extent. Therefore, I appeal to Chaoshan entrepreneurs to share their business culture and wisdom.

Reporter: what do you think is the spirit of Chaoshan entrepreneurs?

Ma Qingxuan: as Chaoshan entrepreneurs, do not care how big your business is and how many assets you have. The real entrepreneurial spirit is how many people you have accomplished in your life, how many people you have created, and what impact you have on the society.

Many people just manage their own businesses. In fact, in the process of development, your wisdom and behavior can influence others.

When you share your thoughts and opinions, you may not be useful for specific problems, but you can enlighten others.

There are still some ideas that may not work in your own business, but it may work in other industries.

Therefore, I appeal to Chaoshan entrepreneurs to open their hearts and wisdom.