Sheng Yu Home Textile Won The "Butterfly Effect"

In today's market environment, there is fierce competition between enterprises and between industries and industries.

Enterprises are faced with various choices in competition. Therefore, how to remain invincible in the competition is very important for enterprises to embark on the road of sustainable development.

Competition is cruel. Enterprises must rationally analyze the market environment and competitors, and then invest in competition.

Over the past 30 years since reform and opening up,

Since the 90s of last century, Sheng Yu Group has been expanding its business scale and constantly improving its internal management structure and management leadership.

By summing up the development plan of Sheng Yu home textile, the reporter can learn that the core of the plan is to enhance the armed ego and enhance awareness and inspiration in the market pformation.

"I think this brand new way of thinking is also very suitable for entrepreneurs in China today."

Sheng Yu Group Chairman once told reporters.

This private entrepreneur from a peasant family clearly has a deep understanding of the leadership of modern entrepreneurs.

"The most important task at the moment may not be to let leaders participate in various training, but first let them understand what is the real operation and how best to reflect their business capabilities."

"Brand management" is like the "Butterfly Effect" in natural ecosystems.

The operation of the ecological cycle system is not only an open system, but also a dynamic and integrated circular system.

Entrepreneurs' words and deeds and a tiny change will inevitably affect the upper and lower levels of the system, exert force on the enterprise's own brand, and create convex and concave values in the pmission of value.

Under such an ecological environment system, as a necessary means of assistance for the growth of enterprises, brand effect is particularly important.

Brand effect 1: accurately locating middle class consumer groups

Zeng believes that the domestic market

It can be seen that the competition in the home textile market is generally concentrated at both ends.

However, according to statistics, China's middle income wage earners account for 15% to 20% of the population. They pay more attention to the taste of life, consume more rationally, and have a great demand for medium grade home textiles.

However, in the attack of elite brands and low-end brands, these mid-range brands still lack effective operation mode to open and satisfy the market, so they are still relatively weak.

To this end, Sheng Yu home textiles has increased the R & D design of the domestic textile market, and the sales channels are mainly chain stores, shop stores, super supermarkets or wholesale markets, and sales promotion in key areas to attract customers and improve market competitiveness.

Brand effect two: innovation direction of terminal mode

As is known to many, the franchise fees of some well-known home textile brands are generally in the hundreds of thousands of yuan, and the investment conditions are also uniform, including investment of not less than 200 thousand yuan, and storefront must not be less than 400 thousand yuan.

But is it really profitable to join such a store?

Now, many franchisees are struggling to find less cost and promising agent projects. Home textile production enterprises generally feel that profits are getting thinner and thinner, while many consumers are worried that the price of decent home textiles is too high and the quality of products with moderate price is too poor.

Under such circumstances, which channel will become the mainstream of the development of the home textile market in the future?

Ideas determine the way out.

Zeng believes that when most home textile enterprises and agents sell passively, whoever can take the lead in attacking, reform marketing ideas and ways, and enable terminals and products to live up, will be able to seize the opportunity and make great profits and open up their own "blue ocean" market.

At this stage, all home textile brand investment is open to CBD super counters or exclusive stores, fierce competition makes agents have to sacrifice profits to seek sales volume, but high operating costs make more and more franchisees in a state of no profit or loss, the investment profit margin is getting lower and lower, and a large number of home textile shops need to be repositioned and updated.

Take retail supermarkets such as WAL-MART as an example, the reform of the format of international hypermarkets is centered around the concept of community service and community stores. The popularity of "thin body" in the community and the opening of small and sophisticated convenience stores undoubtedly represents the main development direction of the future retail industry.

Sheng Yu home textiles combines the actual situation of China's home textile industry, introduces the international advanced marketing concept, draws lessons from the successful operation mode of the international big brands, uses modern information technology and means to pform and enhance the traditional home textile marketing mode, and establishes a new marketing model of modern home textiles.

These include: first, create terminal three-dimensional marketing.

That is to say, in the terminal, we should adopt the "three dimensional integration" marketing mode of chain store distribution, membership marketing and online direct selling, and integrate these 3 marketing modes on the large-scale paction management platform to operate on the whole, implement online and offline synchronous operation, interactive marketing, and combine traditional operation with modern network distribution.

Second, establish a direct marketing chain.

That is to say, changing the traditional marketing malpractice -- setting up agents, ring price, high cost and low profit; implementing direct marketing chain -- factory price direct selling, no intermediate links, low cost operation, creating maximum profit space for agents.

Again, the way of joining is optional.

According to their own conditions and strength, they can be selected in the form of 3 franchised forms: City agents, website agents and Online Shop agents. They can also be selected in chain stores, store stores or commercial super counters, or at the same time operate "city websites" which are set up by headquarters. Moreover, the nature and level of agents are equal.

Finally, affiliate agents can sell products through chain stores.

It can be sold directly through the "City website", or it can operate online stores independently, and will link the self built websites with the headquarters websites.

At the same time, it can also carry out membership marketing, selling products in wholesale, group buying and industry promotion.

This way makes the buying and selling process more free and convenient. Consumers can buy directly on the local "City website". They can also pick and order goods on the Internet and go to the chain stores in the city or in different cities to see the goods, pick up the goods, return the goods, and make batch processing.

Developed cities can also provide door-to-door service, truly "stay indoors, easy pactions."

In the marketing mode of Sheng Yu group, the community has long been not only a simple residential area for urban residents, but also an independent living area integrating commerce, medical treatment, education and service.

A community store is located at the crowded area of the community (or street) Business District, public service center, convenient service area and surrounding traffic arteries. The main intermediate household textile products, which are necessary for daily life, conform to the community residents' habit of buying household daily necessities in the near future, and save time, convenience, and quick objective requirements. At the same time, they also make up for the blank of the home textile industry terminal management.

Brand effect three: selling point is also a fashion trend.

Nowadays, environmental protection and low carbon has become a hot issue all over the world.

The concept of "green design" appeared earlier, and this idea appeared in the eastern agricultural civilization. In the industrial civilization, Victor apanek, the American design theorist in 1960s, also pointed out that designers are facing the most urgent problem of human needs: we should seriously consider the limited use of the earth's resources and carry more responsibilities to protect the earth.

The call of the Copenhagen Conference for low carbon is the call of the earth, the call of nature and the call of life.

As a very important part of modern life, home textile products have intimate contact with people, and the demand for low-carbon is more direct and urgent.

Therefore, whether home textile designers can walk in the forefront of the times and meet the requirements of low carbon for home textiles is not only the embodiment of the designer's level, but also the responsibility of the home textile designer.

In the 2011 Marketing Summit and autumn and winter new products conference held by Sheng Yu group, its new product design combines the latest international trend.

The conference attracted hundreds of dealers and more than 10 media from all over the country, with a total of more than 800 participants.

According to the design director of Shengyu group, at this new product conference, the six series of "Jazz" classic series, "luxury Jazz" luxury series, "Shengshi garden" Inca embroidery series, "Raschel" cotton velvet series, "China Red" wedding series, and quilt core theme - "you love" health beauty series, have been made a breakthrough in design color, and there have been more innovations and breakthroughs in fabric selection.

This new product launches not only shows the new fashions and high-end products from the product series, but also combines the current fashion trend with each new product showing the latest fashion elements.

Moreover, from every performance detail, the design theme of Sheng Yu home textile "span and rise" is highlighted.

The classic jazz series is mainly made of gold jacquard fabric. It shows a classic and aesthetical style. The fabric is rich in texture. It is classical and elegant under the illumination of lights, and has a palace like quality. The product is changed slightly on the basis of classic taste, bringing new refreshing feeling to people.

The "luxury Jazz" luxury series caters to the needs of high-end customers in a fashionable and elegant style. This series has introduced the products of pure silk, chitin and yarn dyed fabrics. The elaborate design reflects the European and American styles; the high-end embroidered bedclothes, together with the furniture of post-modern and classical European and American style, reflect the noble and luxurious home style.

The "Rachel" cotton velvet series is mainly woven with pure cotton fabric, woven on the smooth and smooth cloth surface, so as to make the suede surface smooth, soft and comfortable, rich in texture and easy to care. After the environmental protection reactive printing and dyeing, the flower pattern is novel and the color is bright. The new appearance of the velvet plump has attracted many consumers to buy, and when used, it will give people a warm, gentle comfort and warmth, and let consumers leave the troubles of the electric blankets in winter, and enjoy every cold winter night.

{page_break}

The "China Red" wedding series, based on the original "festive", combines the classic elements of the West with a warm, romantic and warm atmosphere.

With classic colors, new kapok fabrics and exquisite designs, we have made the perfect wedding bed.

Brand effect four: keep the roots

Mao Yushi, an economist in economics, said in the article that "the life span of private enterprises depends on the quality of leaders": the average life expectancy of Chinese private enterprises is less than 3 years.

Since 1996, Sheng Yu Group has founded Cangnan Sheng Yu textile down products factory. It has gone through more than 10 years.

After more than 10 years of hard development, today's Shing woo group has become the only one in the domestic textile industry.

What is most proud of us is that Sheng Yu home textiles has created a home textile industry chain from spinning, weaving, printing and dyeing, product development, product production to brand operation, and comprehensive advantages of sales and trade, and its products are exported to Southeast Asia, Europe and the United States and other international markets.

Sheng Yu Group has also become one of the indispensable business groups in the domestic textile industry.

In the past, it seems that enterprise management is aimed at becoming bigger and stronger.

In the face of fierce market competition, Sheng Yu has implemented the "three high one low" business strategy of "high brand positioning, high product quality, high quality of service and low product price", and continued to implement the low cost strategy, taking innovation as the starting point, taking brand building as the main line, vigorously carrying out internal flow pformation, vigorously promoting the pformation of business, improving the quality of sales channels, implementing the strategic thinking of big planning, large production, large reserves, big marketing and zero inventory, striving to build the core competitiveness of enterprises, making bigger and stronger markets, and striving to realize the overall development idea of "pushing Sheng Yu home textiles to a new peak".