Huang Hainan Talks About The Pformation And Upgrading Of Home Textile Enterprises In The Brand Name

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The shoe and hat net's small compiling introduces Huang Hainan: the pformation and upgrading of home textile enterprises lies in the brand.

At the 2014 Home Textile Conference, Huang Hainan, the famous home textile brand operator, was invited to give an important speech at the conference.

Through analyzing the current macroeconomic situation and the current situation of home textiles and his own years of practice, he expounded that if we want to win the market, we need to strive to build our own brand. Only the brand can save the enterprise, only the brand enterprise can win the market and realize pformation and upgrading.

Huang Hainan said: the success of the Chr (34) Jie Liya brand includes many people's efforts. Apart from our brand awareness, especially the support of Shi Dong's strong faith, we also want to thank the association's two Chairman Yang. They have worked many times at the guidance of Jie Ya, encouraging us to firmly follow the path of our own brand, and popularizing and publicizing science so as to enable us to succeed.

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Huang Hainan believes that there is still much room for home textile brand building.

First, the current market share of home textiles is not high enough to really call the brand. Therefore, the potential of home textile brand building is still great. Two, there are opportunities for brand differentiation, especially the Internet giving many niche brands, designer brands and exclusive product cards. Three, the development of new channels will produce new brands, and the same products will change as a result of sales.

For example, in some department stores, there is a custom shop open every two or three days, and some high-end clubs have developed very quickly.

Based on the above factors, we can see that the space of brand building is not small.

Why is the way out for pformation and upgrading in the brand? Huang Hainan interprets this issue with the experience of brand building, cultivation and growth of the brand.

Huang Hainan introduced that the brand operation of Jie Liya began in 2005.

At that time, she was not well-known, and almost no one in Zhejiang knew it.

05 years ago, the whole home textile industry was in a period of rapid development. In 2010 and 2011, the growth rate of Jie Liya was around 23%. In 2012, it took five or six years to start.

Huang Hainan said: Chr (34) Jie Liya is the earliest brand in the industry, and is also doing the best. Jin Hao and Fu Tian are also well-known in the industry.

In particular, Kim Hao is mentioned here. They advertise in front of Jie Li Ya. He did well in the first two years and spent a small advertising cost, but he gained the reputation of the earliest brand in the industry.

We've been catching up with Kim Hao for a long time.

Brand still needs to be widely recognized, with reputation and loyalty.

Regional or industry famous can not be considered as a brand in a strict sense.

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After 2012, the whole industry slipped, and Jie Liya was no exception. In 2012, the growth rate was around 12%. In 2013, it dropped to around 8.1% digits.

Despite the decline in performance, she is still able to resist risks and advance steadily in difficult times.

So how can Jie Liya be able to resist risks?

Huang Hainan said: Chr (34) I think our biggest motivation is that we have a brand of "clean".

This brand is also an important asset and a power to carry risks.

Without this brand, it is very difficult to tide over the current difficulty.

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At present,

The industry ranks first in the domestic market, with more than 70 thousand outlets.

The establishment of this huge sales network is also the embodiment of brand strength.

Brand awareness, reputation and influence range form a strong brand effect and strength.

Huang Hainan said: Chr (34) we have done a lot of research, after investigation, I feel quite happy.

The brand awareness of Jie Liya is very high.

Do you know "Jie Liya"? He replied, "yes, towel."

Now, we have two professional research companies to do research for us.

Our sample households are basically north deep and deep first tier cities, three deltas, the Yangtze River Delta, the Pearl River Delta, the Bohai Bay triangle, and now the great Wuhan area.

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Huang Hainan gave the brand Chr (34) definition Chr (34): the brand should contain quality, character and moral character, only the product quality is good, not brand, if the product does not have its own style, it is not called brand, you are homogenized with others.

If you do not have moral character, then your brand can not be passed down, nor can there be a story.

For brand promotion and publicity, Huang Hainan is more inclined to the effect of traditional media, at least he succeeded in towel Jie Lai Ya brand promotion.

He said: Chr (34) traditional media can create a brand, and the credibility of online media is not as good as that of traditional media.

No matter what kind of media you promote, you can't get an advertisement to let people around the world know your product.

However, I can focus on my main consumer.

For example, the brand of "Jie Lai Ya" has been launched since 2006. Up to now, the actual cost of advertising has been more than 6 billion so far. This is the real data, without a trace of moisture.

Without this continuous and accurate and effective promotion, the brand of Jie Liya is doing well in quality, character and morality. How can people know you? Therefore, some people think that it is wrong to not advertise.

Let me give you an example: someone bought a towel at a supermarket and said that he would not buy it because he did not clean it. It was a boasting and impossible.

Kim Hao has taken it right away, and he also takes it immediately. But there are Jie Li Ya here. Jie Liya makes advertisements more loudly. The consumers chose Jie Liya. He thought he could use it. This creates an opportunity for you, which is the last point of making a brand.

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As a brand, Jie Liya arrived in 2014.

From the end of 2012 to the beginning of 2013, it was affected by the great environment.

The landslide began.

Last year's growth was about 17.1% of towels and 35% of the whole group. Under such circumstances, the brand extension of Jie Liya was only 2.78 billion of underwear underpants.

At the same time, increased investment in electricity providers. In 2011, only 7 people started to set up the electricity supplier department. Now it is 72 people, an increase of 10 times. Last year, the Chr (34) 11. 11chr (34) performance was 16 million, and the whole year reached 120 million.

Chr (34) estimated that the minimum electricity supplier could reach 150 million this year, and about two hundred million would be better.

Why can the electricity supplier develop so fast? Because it is a strong brand online, and it also has brand effect on the Internet.

Ten million, no brand can do anything.

Chr (34) Huang Hainan said.

Huang Hainan said: Chr (34) now companies are busy upgrading and upgrading, so what is pformation and upgrading? Some of them are upgrading equipment and technology, others are doing something about energy conservation and emission reduction. That's true, but I think pformation and upgrading depend on brand.

Before speaking of Jie Liya, it is a reflection of the pformation and upgrading of home textiles, from simple towels to underwear, from traditional distribution to e-commerce.

Jie Liya realized the pformation and upgrading with the strength of the brand. If you don't sell your underwear, you will not sell it well without brand. If you are an electric supplier, you will not sell well if the brand is not under the net.

Conversely, the success of pformation and upgrading has expanded the influence of the brand.

This is the power of the brand.

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Huang Hainan recommends: Chr (34) enterprises should make customized brand tailoring. Small and micro enterprises are not suitable for large and medium-sized brands. If small and micro enterprises want to do the national market, I will look at breakfast.

What do small and micro enterprises want to do? To make ethnic brands and niche brands, medium-sized enterprises can make differentiated products, and large enterprises are strong enough to make some popular brands.

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