In recent years, Boyang Home Textiles is undoubtedly the biggest dark horse in the home textile industry. It has successfully demonstrated the “passion and speed†in the improvement of product quality, brand influence and sales volume, and has also become a brand in the Chinese textile brand. Benchmarking, the world's number one in the world, to build a new international brand as a new strategic goal.
In 2014, 2015 and 2016, the operating income continued to grow at a high rate. In 2016, the single-store retailer's unit price exceeded 100,000. The list was constantly refreshed, and the big stores and flagship stores were everywhere. The market for the domestic textile industry as a whole slowed down. Under the environment, Boyang Home Textiles is the only first-line brand in the industry that has maintained a growth rate of more than 20% in recent years, and has become the vane of the home textile industry.
Innovation, pursuit of fashion, more and more international
Establishing a first-class production base; possessing the most international and fashionable design soul; emphasizing the differentiated needs of consumers; creating a personalized consumption situation suitable for local market demand and product positioning, Boyang Home Textiles always stands for the forefront.
Clear brand positioning and market strategy make products more market-leading. Boyang Home Textiles cooperates with famous dress designer GraceChen through the cross-border cooperation of “Masters Meet the Master†to make the fashion elements perfectly in the home textile. For the lack of innovative home textile market, it has brought a rich artistic and fashionable atmosphere.
While strengthening the design, Boyang Home Textiles attaches great importance to research and development. It has invested a lot of money and energy to study the fabric comfort and technology of products, refine the product categories, and let each product have its own core competitiveness.
Not only that, Boyang Home Textiles also works closely with Austrian Lenzing, American Cotton, National Downs, Europeanization, Youlong Printing and Dyeing, Japan Dalong and other domestic and even the world's best supply chain partners, because they firmly believe that only the giants Should you surpass your opponent and surpass yourself. Now, "More and more international." This is the feeling of all consumers.
Of course, in addition to products, service innovation is also a highlight of Boyang Home Textiles in recent years. At present, Boyang Home Textiles has more than 100 stores in Ningbo, all of which are mainly direct sales. To this end, Boyang Home Textiles proposes to use “Extreme Service†as the basic principle for each store operation. It has set up a private butler department to create the most professional bedding washing and maintenance, and has set up a private butler professional care center in key stores.
Today, Boyang Home Textiles is positioned at the highest level among the first-line brands of home textiles. Whether it is design, craftsmanship, quality or service, it is one-of-a-kind.
Deeply cultivating channels, there will be more new changes and new experiences in the future.
As we all know, with the fierce competition in online sales, online shopping platforms have become commonplace in price wars, prices are getting lower and lower, quality is declining, and the customer experience of services and products is correspondingly reduced. However, Boyang Home Textiles believes that this is a good opportunity to consolidate its line.
“Today's physical stores pay more attention to user experience, strengthen product value-added and service integration, and offline store products are more in line with the needs of middle and high-end customer groups, meeting the large demand for consumption upgrade. In the previous round of market survival and the fittest, the rest The king is."
He Pingbo said that in the next three years, Boyang Home Textiles will continue to “upgrade†and bring more new changes and new experiences. "We want to focus on the channel and deepen our base camp. In Ningbo, this base camp, Boyang Home Textiles has achieved 5-10 times the second place. In the entire Zhejiang market, we have achieved more than twice the second place. We will continue to expand the distance from the second place. We must focus on the major customers of the country, and promote our large customers to continue to grow bigger and stronger, wholeheartedly, all-round help, to make each major customer the first in the local, And it is the first to lead," He Pingbo pointed out.
Consumers' spending power is increasing and they are looking for a brand that suits them. To this end, in 2013, Boyang Home Textile proposed the strategy of “opening a big store, opening a good store, and opening a storeâ€. With the continuous development of Boyang Home Textiles, the stores that are currently open and the next opening are mainly big stores. The franchisees of Boyang Home Textiles argued that there was once a room, now a layer, and a building in the future. More and more 500-600 square meters of stores, more and more products.
Online (network) + offline (high-end brand stores) + ultimate service = new retail. Through the innovative marketing methods, Boyang Home Textiles has achieved long-term sales.
Operating happiness, but winning with the brand, stick to the brand road
Choosing "happiness" as a brand culture, paying attention to products, paying attention to health, and paying attention to happiness is something that Boyang Home Textiles has always advocated, and it is also a sentiment along the way.
Today, He Pingbo has a profound interpretation of corporate culture - the "happiness" culture. He believes that the "happiness" culture must be based on "safety, health and environmental protection", closely focusing on the happiness of employees, the happiness of users, and the happiness of franchisees. It is also the core of happiness culture. . The company provides a platform for everyone to do their best to select, educate, and employ people to help everyone grow and achieve a value premium.
“So, Boyang Home Textiles must choose the best quality supplier, the best quality printing and dyeing factory to cooperate, and carry out three quality supervisions on each product within the enterprise (material quality supervision, proofing and sealing product quality supervision, large Product quality supervision), and signed an agreement with the supplier manufacturer, if there is a quality problem, not only must return, but also a fine, and will not cooperate for life." In He Pingbo's view, because of such a healthy chain, Bo Yang Home textile products will have so many supporters.
Whether it is brand loyalty, brand image, brand awareness, and brand culture are closely related. Boyang Home Textiles is convinced that “we only win with the brand and adhere to the brand roadâ€.
If we say that a few years ago, Boyang Home Textile Development relied on marketing construction. In recent years, development relied on product research and development and culture. In the next two years, the development orientation of Boyang Home Textiles should be to lead the way of consumers by creating international brands.
Editor in charge: Xu Yuehua
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