“In the next 10 years, the competition between China National Textiles and international brands will be comprehensive and full, and the process will inevitably be very fierce.†President of Anzhi Language Home Textiles did not want to hide the plight of the Chinese national textile companies. He tried to find a way out for the home textile of Anzhi Language.
Like the difficulties encountered by Home Textiles in the language of Anzi, Mercury, Rollei and Fu Anna are also actively exploring.
An Zhiyu thinks that the current Chinese national textile companies are facing the problem of “second entrepreneurshipâ€.
In spite of this, like many outstanding Chinese entrepreneurs, the sense of crisis in the heart of Chen Zhixiang, president of Anzhi Language Home Textiles, has never decreased. Competing with international brands is a real blow. This is the reality of local home textile brands. How to establish their own brand value is a difficult problem that Chen Chengxiang always hopes to solve. Chen Chengxiang tries to make a second change from strategy, channel, and culture.
Strategically, President Chen Chengxiang proposed two ideas: First, a multi-brand strategy; second, to re-organize the business philosophy.
In terms of multi-brand management, the philosophy of Anzhi Language Home Textiles is to combine mergers and acquisitions with agents. Combing business philosophy involves the transformation of internal corporate mechanisms. President Chen Chengxiang explained to this newspaper: It is adhered to the business philosophy of “market-oriented and customer-centricâ€, realizing the “transition from management to service-orientedâ€, “transition from centralized management to decentralized management,†and “reduction from rough Shifting from "Management to Refined Management" and "Shifting from Planned Distribution to Mainline Terminal Ordering" and "Shifting from Administrative Management to Performance Management" Five Transformations, Implementing "Priority in the Primary Market, Secondary Market Performance" , “The first-tier market will be directly operated, the secondary market will be the agentâ€, “the first-tier market will open more stores, the second and third-tier markets will open large stores,†and the “big-store and strong-willed, small-store-specific†strategy will be adopted. Strengthen the pace of development.
The purpose of the strategic adjustment is to achieve the Group's second entrepreneurial goal, and the target also includes franchisees. “Chen Chengxiang’s president wants to move the strategy forward to the terminal.
The second hematopoiesis of the channel bundled the franchisees into the “second ventureâ€, and Chen Chengxiang’s president is committed to secondary hematopoiesis on the channel.
Many local home textiles are now complaining about the aging of the brand, but President Chen Chengxiang does not agree that he believes that the crux of the problem is aging channels. "The competition in the Chinese national textile market has become fiercer and cruel. If you fail to enter the market, some franchisees will lose their pride and morale as they grow older and increase their wealth."
He said to all franchisees who have joined the Anglo language textile business: “For the first time, we started from scratch, accumulated certain strengths, and solved the problem of survival. However, if there is no change, there will be no development and no development will face it. In the view of President Chen Chengxiang, tying franchisees to “second venture†is not only a new round of enrichment but also a transition for franchisees.
President Chen Chengxiang increased his support for franchisees, including capital investment in advertising and VIP activities, helped franchisees to expand their business area, enrich product categories through multiple preferential policies, and helped franchisees establish excellent quality through the company’s strong human resources. Team.
Reshaping brand value Even if there is no invasion of foreign brands, the Chinese national textile brands still have to face the pain of brand reengineering. The language used by Anzhi Language Home Textiles and its counterparts in Wenzhou Home Textiles, such as the Mercury and the Southern Decals, have adopted the same strategy. They are entering Shanghai and occupying themselves as Shanghai brands. However, this is only a superficial exercise. The true value of the brand is still its internal culture. .
Anzhi Language Home Textiles is entering a new stage of brand remanufacturing. “Reshaping a national brand†is a way out for Chen Chengxiang’s president. This view is not new, but how can it reshape the national brand?
Marriage with art is the first step in Chen’s president’s actions. "Many foreign top brands have profound knowledge of artistic elements and cultural inheritance, and have an inestimable role and influence in brand promotion." President Chen Chengxiang, who is familiar with the ways of Chanel, Dior, Armani, Zegna, and other top-line operations, stated to this newspaper: " While foreign brands have entered the Chinese market, many large-scale and influential art events have been held, but so far no local brand is truly committed to the promotion and popularization of contemporary Chinese art.â€
Chen Chengxiang’s president decided to learn from the top international big-name art sponsorship practices. To this end, the famous Danish designer Jacoe Lena is working hard to build the brand of Ansong.
However, this behavior was also questioned and it was considered that the Anzhi language textile support art has commercial purposes. "It is undeniable that we really hope to promote the brand through large-scale art activities, inject new meaning into the brand, and raise awareness and reputation. In 2012, we will also launch the 'art series' of home textile products, and award winning painters and sculptors. The classic creations are integrated into our products. At the same time, we will also open the 'Arts and Cultures Pavilion' in our shop display.†In the view of President Chen Chengxiang, the marriage of Anzhi Language Home Textiles and Art is a win-win thing. Right and wrong points. "Why is the international big name able to sponsor Chinese art, and our local brand cannot do this?"
In any case, sticking to its main business is the enterprise line that President Cheng Cheng has always firmly adhered to. Regardless of whether the Home Textiles in Anzhe eventually become a brand for over a hundred years, the essential line it insists on is worthy of the deep thinking of the Chinese national textile industry.
Like the difficulties encountered by Home Textiles in the language of Anzi, Mercury, Rollei and Fu Anna are also actively exploring.
An Zhiyu thinks that the current Chinese national textile companies are facing the problem of “second entrepreneurshipâ€.
In spite of this, like many outstanding Chinese entrepreneurs, the sense of crisis in the heart of Chen Zhixiang, president of Anzhi Language Home Textiles, has never decreased. Competing with international brands is a real blow. This is the reality of local home textile brands. How to establish their own brand value is a difficult problem that Chen Chengxiang always hopes to solve. Chen Chengxiang tries to make a second change from strategy, channel, and culture.
Strategically, President Chen Chengxiang proposed two ideas: First, a multi-brand strategy; second, to re-organize the business philosophy.
In terms of multi-brand management, the philosophy of Anzhi Language Home Textiles is to combine mergers and acquisitions with agents. Combing business philosophy involves the transformation of internal corporate mechanisms. President Chen Chengxiang explained to this newspaper: It is adhered to the business philosophy of “market-oriented and customer-centricâ€, realizing the “transition from management to service-orientedâ€, “transition from centralized management to decentralized management,†and “reduction from rough Shifting from "Management to Refined Management" and "Shifting from Planned Distribution to Mainline Terminal Ordering" and "Shifting from Administrative Management to Performance Management" Five Transformations, Implementing "Priority in the Primary Market, Secondary Market Performance" , “The first-tier market will be directly operated, the secondary market will be the agentâ€, “the first-tier market will open more stores, the second and third-tier markets will open large stores,†and the “big-store and strong-willed, small-store-specific†strategy will be adopted. Strengthen the pace of development.
The purpose of the strategic adjustment is to achieve the Group's second entrepreneurial goal, and the target also includes franchisees. “Chen Chengxiang’s president wants to move the strategy forward to the terminal.
The second hematopoiesis of the channel bundled the franchisees into the “second ventureâ€, and Chen Chengxiang’s president is committed to secondary hematopoiesis on the channel.
Many local home textiles are now complaining about the aging of the brand, but President Chen Chengxiang does not agree that he believes that the crux of the problem is aging channels. "The competition in the Chinese national textile market has become fiercer and cruel. If you fail to enter the market, some franchisees will lose their pride and morale as they grow older and increase their wealth."
He said to all franchisees who have joined the Anglo language textile business: “For the first time, we started from scratch, accumulated certain strengths, and solved the problem of survival. However, if there is no change, there will be no development and no development will face it. In the view of President Chen Chengxiang, tying franchisees to “second venture†is not only a new round of enrichment but also a transition for franchisees.
President Chen Chengxiang increased his support for franchisees, including capital investment in advertising and VIP activities, helped franchisees to expand their business area, enrich product categories through multiple preferential policies, and helped franchisees establish excellent quality through the company’s strong human resources. Team.
Reshaping brand value Even if there is no invasion of foreign brands, the Chinese national textile brands still have to face the pain of brand reengineering. The language used by Anzhi Language Home Textiles and its counterparts in Wenzhou Home Textiles, such as the Mercury and the Southern Decals, have adopted the same strategy. They are entering Shanghai and occupying themselves as Shanghai brands. However, this is only a superficial exercise. The true value of the brand is still its internal culture. .
Anzhi Language Home Textiles is entering a new stage of brand remanufacturing. “Reshaping a national brand†is a way out for Chen Chengxiang’s president. This view is not new, but how can it reshape the national brand?
Marriage with art is the first step in Chen’s president’s actions. "Many foreign top brands have profound knowledge of artistic elements and cultural inheritance, and have an inestimable role and influence in brand promotion." President Chen Chengxiang, who is familiar with the ways of Chanel, Dior, Armani, Zegna, and other top-line operations, stated to this newspaper: " While foreign brands have entered the Chinese market, many large-scale and influential art events have been held, but so far no local brand is truly committed to the promotion and popularization of contemporary Chinese art.â€
Chen Chengxiang’s president decided to learn from the top international big-name art sponsorship practices. To this end, the famous Danish designer Jacoe Lena is working hard to build the brand of Ansong.
However, this behavior was also questioned and it was considered that the Anzhi language textile support art has commercial purposes. "It is undeniable that we really hope to promote the brand through large-scale art activities, inject new meaning into the brand, and raise awareness and reputation. In 2012, we will also launch the 'art series' of home textile products, and award winning painters and sculptors. The classic creations are integrated into our products. At the same time, we will also open the 'Arts and Cultures Pavilion' in our shop display.†In the view of President Chen Chengxiang, the marriage of Anzhi Language Home Textiles and Art is a win-win thing. Right and wrong points. "Why is the international big name able to sponsor Chinese art, and our local brand cannot do this?"
In any case, sticking to its main business is the enterprise line that President Cheng Cheng has always firmly adhered to. Regardless of whether the Home Textiles in Anzhe eventually become a brand for over a hundred years, the essential line it insists on is worthy of the deep thinking of the Chinese national textile industry.
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