Interview With Fang Junkai, General Manager Of Guangdong Autumn Deer Industrial Co., Ltd.

Reporter: on the premise that the economic trend is not clear in 2013, how do you predict the 2013 home clothing market of the spring and summer new product conference held by your company?

At present, we are in a low economic cycle. The overall sales performance of household clothing is slowing down, the market competition is intensified, consumer demand is insufficient, costs are rising, channels are not smooth, and industrial upgrading and so on. China's home furnishing industry is facing unprecedented difficulties. But in the face of difficulties, we should keep rational thinking and optimistic attitude. China's future development has great potential, and the huge market space for home furnishings is yet to be developed.

But for every home garment enterprise, we should clearly realize that the era of low cost and high speed growth of garment industry has ended. The era of brand strategy is coming. The key problem we need to solve in the future is how to do well and deep problems. The important thing is to build up our unique competitiveness and continuous innovation.

The future competition will be the game of thinking, concept and brand strength.

Reporter: as a guide for your company, 2013

What is the reflection of publishing and company development planning?

Fang Junkai: 2013 spring and summer new products are market-oriented, pay more attention to international fashion elements, pay more attention to consumer demand and taste research and fit. More innovative elements are applied to new product development in the new season. From design, printing and dyeing, technology, packaging to promotion, all levels will reflect autumn deer's brand strength and cultural connotation as a well-known brand of domestic clothing.

As for the company's development plan, from the perspective of promoting the pformation and upgrading of the autumn deer itself and the whole industry, in the future development, Qiu Lu will always adhere to the road of independent brand development, focus on the intensive cultivation of the brand, constantly improve the added value and unique characteristics of the brand products, carry out management promotion, marketing innovation, and continuously enhance the core competitiveness of the autumn deer.

Second, the company will focus more on the market, and focus on consumer lifestyle and consumer psychological needs.

In terms of design and research and development, we will design richer products and more creative products, give the product more brand culture ideas, lead a healthy, warm and taste life style, spread and promote the continuous upgrading of the consumption concept, and let the autumn deer's warm and harmonious family culture go deep into the hearts of the people.

Reporter: you mentioned in the 2012 autumn and winter new product conference, autumn deer in the next 3 years, the channel is divided into "counters" and "monopoly" two kinds of, what is your purpose?

Fang Junkai:

As a commodity category closely related to the daily life of consumers, autumn deer has always had such a dream: to make home furnishing clothes to the communities of all large and medium-sized cities in China, so that the autumn deer's warm and harmonious family culture and comfortable and healthy product experience and elegant taste of life can benefit more consumers. The development of the two channels of "counters" and "monopoly" has made this dream a step closer.

The "counter" takes the high-end route, while the "monopoly" takes the pro citizen route. The two channels dig deep into the consumer demand of different strata and form different lifestyles for drainage and upgrading.

Reporter: it is understood that your company has established a multi brand chain with "autumn deer" household clothes as its core product as a development strategy. How to understand "multi brand chain"? How to understand the relationship between "special counters" and "monopoly" channels and "multi brand chain strategy"?

Fang Junkai: multi brand chain is a long-term development strategy of autumn deer company, that is, the multi brand chain development strategy that takes "autumn deer" home clothes as the core product.

At present, Qiu Lu owns many brands such as "autumn deer household clothes", "increasing your posture Bra", "Nong Mei er's home clothes", "dream pajamas" and so on, to meet the needs of different age stages and different fashion tastes, and the market commodity category is richer and more diverse.

"Counters" and "monopoly" are further intensification and subdivision of the "multi brand development strategy". The counters are characterized by "luxury and elegance", and the monopoly takes "classic, elegant and sweet" as tonality. The two styles of product positioning have certain commonalities, but also have obvious differences. In essence, they are more clear market positioning and assurance.

Reporter: autumn deer is the only brand in Chaoshan home furnishing industry to get "China famous brand". There are only two families in the whole home furnishing industry. What kind of conditions do we need to meet in order to get the honorary title?

Fang Junkai: the identification of "China's well-known trademark" is very strict. The popularity and reputation of the brand in the industry are very important, and it is the assessment of the comprehensive strength of an enterprise.

The autumn deer company, as an early brand in an industry, has witnessed and led the development of China's home furnishing industry from twenty-three to more than 200 years ago. Now, as this autumn deer has developed into a large-scale professional company integrating design, research, production and supply, marketing and management, and the largest producer of household clothing and sales, the sales network has spread to more than 200 large and medium-sized cities throughout the country, and has set up more than 1000 special image counters and image stores. The products are exported to more than 10 countries such as the United States, Canada and Western Europe.

It can be said for twenty-three years that every effort of autumn deer has been honored by the ISO9001 international quality system certification in 2000. In 2005, the "autumn deer" brand product was awarded the "national inspection free product" award by the AQSIQ and the title of "Guangdong famous brand" awarded by Guangdong province. In 2008, Qiu Lu was awarded the "senior brand of Chinese household clothing industry". In 2011, Akika Ei, "China famous trademark", June 2012, the autumn deer brand terminal image shop "autumn deer house", won the honorary title of "China famous shop" awarded by Specialized Committee in the China Textile Association home furnishings.

Twenty-three years of brand accumulation, autumn deer in the community and the vast number of consumers to establish a good brand image, has been widely recognized by authoritative institutions and consumers.

The award of the "famous Chinese Trademark" to the autumn deer is not only a full affirmation of the long-term development of the autumn deer, but I think more is a spur to the future development of the autumn deer. Every award will mean more corporate responsibilities for the autumn deer. We will further strengthen the brand of the autumn deer and strive for the early development of the famous international brand.

Reporter: every brand and company has its own place to be proud of. As the helmsman, what do you think is the most proud place of autumn deer?

Fang Junkai: Twenty-three of the brand accumulation, autumn deer made me feel proud of many places, but there are three specific aspects.

First, the autumn deer can be regarded as an old brand in the industry. As a brand of home clothes that grew up from the gathering place of home clothes, Chaonan, the autumn deer is almost accompanied by the development of the Chaonan home furnishing industry.

The popularity of the entire market, the recognition of the customer base, including our entire terminal network, consumer recognition, are able to stand the test.

Second, the vitality of the garment industry lies in the creativity of product development. Talent is the key. From our design team to the marketing team, to the whole company's production team, they are excellent.

In particular, the design and research team, the autumn deer and several national design institutes interact to form a strategic partner to provide excellent talents for the company and constantly replenish fresh blood. The company also organizes various activities to strengthen the design team building, and strengthens the management of the design team.

From the strategic aspect of our company, we will take a regular and irregular tour of the country, such as the European and American markets or the Asian market such as Korea and Japan. In the process of collecting wind, we will actively design the team's thinking and increase the design inspiration.

Third, we can say that the whole brand promotion is earlier than other industries, and has always been in the forefront of the industry.

Reporter: how do you predict the future of home clothes?

Fang Junkai: in our country, home furnishing clothing is still a new industry. As a new product that has grown rapidly and related to the quality of life of the people, household clothing has increased by an average of two digits per year in the past few years.

Despite the recent slowdown in the global economic crisis, China's home furnishings are still in the initial stage of development. So far, the market potential of home furnishings is less than 10%.

However, the real development bottleneck of the household clothing industry lies in the consumer's perception of the concept of home clothes. The concept of home clothes has not yet penetrated into the hearts of the people, and consumers are still vague about the concept of family culture.

On the contrary, once the concept of home furnishing culture becomes socialized, the era of home clothes will come true.