Taking Users As The Center, Hongdou Group Develops The 17Th Science And Technology Quality Month

In today's society with rapid development of information and technology, the concepts of "quality is benefit" and "scientific and technological innovation is the foundation of long-term survival of enterprises" have been deeply rooted in enterprises. Since September, Hongdou Group has deeply promoted the 17th science and technology quality month activities, and the whole group has made great efforts in products and services focusing on users, Through the high-end and differentiation of products, we can improve the repurchase rate, meet the needs of consumers with high-quality product quality and service quality, and constantly improve the advantages of sustainable competitiveness of enterprises.

Focus on users, focus on the high-end products, and improve the high-end experience of users. Recently, red bean men's wear focused on product positioning, carried out consumer research and market insight, successively conducted autumn product Market Research on key cities such as Shanghai and Beijing, summarized and analyzed the product color, display, trend direction and 22 autumn product development ideas, and sought product design direction based on users. In the process of product research and development, red bean men's wear focuses on core categories. The company's spring and summer 2022 commodity planning focuses on high-end brand. In terms of product design, it makes appropriate subtraction, highlights simplicity and fashion, and successively carries out joint development with leading fabric enterprises in the industry to improve fabric quality. Men's wardrobe must have a formal suit, red bean men's new high-quality suit, classic Lapel design, angular line sense, with natural horn button, the suit quality is set off incisively and vividly, with red bean men's wear iron free shirt, easy to take care of, easy to handle, the gentleman's clothing is just right.

Take the user as the center, grasp the product differentiation, and promote the promotion of repurchase rate. On the basis of brand positioning and user needs, red beans should fully tap product interests, focus on differentiated high-efficiency explosive products around "soft and comfortable", and hit users' minds with one blow. In the spring and summer of 2021, silk underwear series and red bean velvet elastic cotton underwear will be upgraded in autumn and winter to further improve the product experience of users. After coming into the market in spring and summer of 2021, the total sales volume of silk underpants is 224000 groups, accounting for 11.76% of the whole underwear category, and the repurchase rate is 23.94%. The minimalist thinking of "less is more" is the ultimate.

? ? ? At the same time, red bean home allows users to participate in brand communication, enhance fans' sense of participation and boost fan economy. Every time a new product is launched, red bean home will put the fabric characteristics, process innovation, and wearing experience into the official micro blog and fans group, so that fans can understand the product attributes at the first time, and stimulate the interaction of fans through message lottery, which can arouse the interest of planting grass. The baby velvet pajamas newly launched in autumn and winter at home are soft and elastic, and add anti-static black technology, The launch and push of new products on the official micro blog has reached 66000 browsing and reading times. Fans have a sense of participation in the products, and they will naturally pay for these products.

Focusing on products and services, continuously improving the user experience of products and services requires innovation from the source of production, R & D, etc. each company of the group has set up an innovation working group to guide and motivate employees to actively participate in technological innovation, quality improvement and efficiency improvement, and jointly solve relevant improvement items from the front-end to the back-end, On September 27, the group held the 12th QC group results conference. 13 research groups from various companies of the group participated in the release, covering production, research and development, sales and other fields. Through targeted improvement and improvement, the group has achieved tangible results. After the implementation of the measures, the qualified rate of the products increased from 88% to 97.5%. In the later stage, the experience can be copied and popularized to further improve the work efficiency, so as to realize the improvement of economic benefits.

In the 2021 national quality benchmarking list released by China Quality Association recently, Hongdou Group was selected as the only textile enterprise in Jiangsu Province for its "practice of building intelligent factory based on 5g technology - experience in realizing flexible garment production and quality control". On the road of pursuing excellent quality and scientific and technological innovation, Hongdou Group has only a starting point and no ending point. The group will continue to promote the strategy of invigorating the enterprise through science and technology and strengthening the enterprise by quality, so as to provide powerful impetus for the high-quality development of red bean.