Deep Understanding Of Home Textile Industry To Understand The Secret Of Success Of This Company's Recent Triumph.

In recent years, Bo Yang home textile has been creating various industry highlights and performance surprises in many aspects, showing a thriving trend, and is recognized as the "dark horse" of the home textile industry.

In July 16th, Mr. He Pingbo, general manager of the Bo Yang home textile company, received an exclusive interview with today's headlines. He interviewed him in detail about the experience of Bo Yang home textile in recent years, and at the same time answered his understanding of Bo Yang home textile. Why did the major brands reduce their offline stores? More and more offline stores of Bo Yang home textile, bigger and bigger, more and more prosperous? Focus on "new retail" why only two strokes? How much does "extreme service" bring to Bo Yang home textiles? Three years to achieve the goal of doubling growth.

Entrepreneurial university promotes growth.

A lot of people will ask ho ho, how well did Bo Yang home textile make their own textile or home textiles? In fact, at the beginning, he always worked in Ming Zhou express, founded by the Ningbo branch of Xinhua news agency. In 1995, when Bo ocean entered a brand new stage of brand transformation, he always thought it was an opportunity to join Bo Yang without any hesitation. At that time, the group planning department had been working for more than 10 years, and these more than 10 years have laid a solid foundation for his brand management in the future.

What are the factors that attract him to take root in Bo Yang and make great progress? Because Bo Yang is a platform company, giving young people a lot of opportunities, allowing people to play freely, allow mistakes, keep people growing up in practice, and be patient and tolerant. He always quoted Mr. Rong Juchuan, chairman of the Bo Yang holding group, as saying: "Bo Yang is an entrepreneurial university, giving young people opportunities, experience and growth."

Happy inheritance, product is human product.

When it comes to the corporate culture of Bo Yang home textile, people who understand Bo Yang basically know that it is happiness culture.

He said: "the happiness culture of Bo Yang home textile is passed down. I just made a more profound and comprehensive interpretation of the two words of happiness and applied it in business management and brand culture."

The consumers of Bo Yang home textiles are mainly women, and the main motives of purchase are relocation, marriage and daily change. Among them, migration and marriage are two great things in life, which are closely related to happiness, and are full of blessings and good expectations from family and friends. So Bo Yang home textile has been committed to providing these people with high quality and full of happiness, hoping that this joy can always be accompanied by them and can influence more people around them in subtle ways, so that this happiness can be extended and inherited more. In addition, in daily life, suppose that a woman can often change and carefully match the bed products at home, just like arranging flowers at home is a natural feeling and an exquisite way of life. Their behavior will affect her family and let more people feel the surprise, beauty and warmth that the family can bring to them under heavy working pressure. This is not a happy experience.

He also added: "in addition to transmitting happiness culture to our customers, we also send her to our employees, our franchisees, so that everyone can feel happiness and joy from heart, so that our cause can be more long-term and solid. We firmly believe that people should have moral character, enterprises must have enterprise morality, and products are moral character. Bo Yang produces fine products, which is a solemn promise to consumers.

Small and big, we must go against the trend.

Ningbo has always had the genes of the textile industry, which has given birth to many home and clothing brands. But after ten or twenty years of development, many brands have entered a bottleneck. As a brand with a history of more than 20 years, how can Bo Yang home textile maintain its brand vitality in the fierce market competition?

That is: constantly innovating and constantly innovating. Bo Yang has such a way of operation: small and big business, because large companies will be bloated, too many processes, and lack of vitality, so Bo Yang will continue to split up, split into small companies, and continue to grow bigger, so that its mechanism is more flexible and more dynamic. The group has positioned itself as a financial investment company and a service company. The branch is the carrier of the general manager. The general manager is the supreme commander in charge of the business. The chairman is responsible for the examination, mechanism, and establishment of norms, serving the entrepreneurial team. This is an important reason for the success of Bo Yang. He also said: "Bo Yang home textile company split up the electricity supplier company, home company, group buying company, seven star business department, etc. I am also the chairman of several sub branches. I fully delegate authority and respect the management and management of the general manager of the branch so that decision making can be made faster and more effective."

So how does Bo Yang home textile go against the trend? Because the institutional innovation has given the team full power and motivation, these years, the trend of running against the trend is closely related to the system. The power is fully devolved, the reaction speed is quickening, and the executive power is efficient. At the same time, Bo Yang home textile has been developing around the country's consumption upgrading these years. Constant brand upgrading, shop upgrading, product upgrading, consumer promotion, attracting consistent good reputation. It is always said: to run a brand, word of mouth is the trend, the brand will survive and attract more talented people to join, more high-quality customers and consumers to join.

Emphasis on R & D and product recognition.

He always said that the company has always been proud of its R & D as a daughter. Every year, he will take the research and development team with him to go to Europe to see the exhibition and visit the market. The aim is to enhance the vision and vision of R & D designers and make them progress.

The designer is the carrier of research and development, the ability of the designer is improved, the vision is improved, and the product will be improved. In the R & D side, Bo Yang home textile has introduced more excellent designers and works through the way of going out. There are excellent foreign design studios, famous designers abroad, designers who sign big brands, and custom masters.

At the same time, Bo Yang home textile has always been committed to working with the world's best supplier partners. The company has always had the idea that we will become first-class if we are with first-class partners. Therefore, when choosing partners, Bo Yang textile industry will choose the best industry, such as global selection of raw materials, cooperate with Austria Lenzing Co, cooperate with American Pima cotton, cooperate with Poland and Hungary's velvet factory, and select silk with the best quality.

He said: "in order to ensure that the best quality products bring to consumers the best experience, the value of R & D is to sell consumers surprise and praise products."

Reverse thinking, solid achievements.

At present, there are more than 900 entity stores in Bo Yang home textile, and more than 100 in Ningbo. When the major brands have been reducing their stores, Bo Yang home textiles are doing the opposite.

He always said: "physical stores are the best advertisement, and also a brand state. I like to use reverse thinking. I think success belongs to a few people. When others are opening a shop, we should be cautious. When others don't do it, we should step into it. I see the future of China well, China is a developing country, we belong to the developing brand, and a few years later, when the economic environment improves, you are one of the best. Moreover, our shop is carefully analyzed, opening a store in the core area, rather than opening shop for expansion, opening shop is for profit, so we will increase investment in the core area and form barriers.

From these years of operation data, the cash flow of Bo Yang home textile is getting better and better, the profit is getting better and better, the scale is bigger and bigger, inventory is less and less, turnover rate is raised. All kinds of quality data is the confidence and power of Bo Yang home textile shop.

The location is light and luxurious and the service is the best.

The positioning of Bo Yang home textile is to take the light luxury route and locate the high-end market. This part of the customer group pays more attention to quality and service. Bo Yang home textile research and development of its own "extreme service" system.

Bo Yang home textile made a reorientation a few years ago, positioning in the light luxury bed products, so all the brand behavior should revolve around the consumers of light luxury bed. Now the customer and the brand side are no longer a business relationship, but also upgrade to the service relationship. He said: "what we call consumption escalation, I am more in favor of the upgrading of demand. These light luxury customers not only need good products but also need good services to match them, so all the services we want are what our customers like, convenient for them, comfortable and comfortable, and our guests are comfortable, so our service is valuable."

Bo Yang home textiles push bed products care, door mites, door-to-door shop, door-to-door delivery and so on. Companies continue to strengthen service etiquette, that is to achieve the ultimate goal of service will be successful. Although the ultimate service promoted by Bo Yang textile, some brands are entering, but it is better than the terminal. And the private housekeeper team of Bo Yang home textile company has been continuously strengthened through continuous training, and has been well received by the whole industry.

A good brand needs a good name, good shop, good shopping guide to match, and it needs a good story. The store of Bo Yang home textile is a large home textile classroom. No matter whether it is in the flat of the shop, or the details of the packaging and tag of the product, it is the opportunity to express it. Bo Yang home textile is to tell consumers: every penny you spend is value for money. This is a respect for the consumers, and it also represents their confidence in quality products. They train, check, check, write, simulate the scene, video and so on for the terminal stores, so as to enhance the state of the terminal passing to the consumer brand, the state of the products and the state of the service.

Only two ways to break through the new retail business.

In recent years, everyone has focused on "new retailing", and Bo Yang home textile has its own understanding of new retail: they regard new retail as a business operator, that is, turn their business to a businessman.

Big data show that China's number of marriages has declined for eight consecutive years, and the number of physical stores has decreased year by year. This is a general trend and irresistible, but in the crisis, Bo Yang saw the opportunity. Which consumers have increased? He always told us: "before our house may live for a lifetime, and now more and more people move, housing needs to be replaced, and many people did not pay attention to bed products. Now because of health needs, new housing needs, people's aesthetic ability to enhance, consumers need to improve, consumer demand for bed products is very large."

The author understands that all trades and professions are pushing new retail sales, while the new retail business launched by Bo Yang home textile has only two strokes, and the two measures are the ultimate. One move is to welcome in and do different industry cooperation, such as cross-border cooperation, alliances, real estate cooperation, new property cooperation, designer cooperation, and store salon. The second move is to go out. Door-to-door trial is a unique skill. It not only solves the problem that consumers do not buy bed goods and home decoration, but also solves the problem of customers having no time. He said: "this must be the ultimate goal. This is the most important measure for me to assess the new retail department."

Bo Yang home textile is a company that dare to fight and dare to do. They set a grand goal: three years to achieve double business entity!

He said: "at present, the performance of the entire retail industry is relatively low and the economy is down, so our team must work harder. Last year, the eight part of the total strength will be nine yuan this year, so that we can continue to counter the trend. The constant growth of performance and brand reputation continue to improve, especially the Bo Yang home textiles fully understand and study consumer demand and market factors, in order to change the response to changes, the development of differentiated routes, the formation of brand matrix, price matrix, high-end brand BEYOND SEVEN STAR (seven star) has been continuously recognized by the market and consumers, the top first-class department stores in the country have thrown olive branches. The brand of Bo Yang home textile has been upgraded comprehensively, responding to needs upgrading, service leading, and high performance. The upcoming "Bo Yang life" is to locate the public parity and make the UNIQLO of the home textile industry reflect the true meaning of life in a concise and fashionable design: real, simple and comfortable, so that more consumers can use the excellent bedding products with excellent performance, comfort, safety and beauty.

Bo Yang home textile, which is full of passion and vitality, believes that under the leadership of general manager He Pingbo, Bo Yang home textile will surely enter more Chinese families' homes, bring happiness to more families, bring more healthy and comfortable sleep for more consumers, and bring more high-quality and easy service experience for more people. With Bo Yang home textile constantly meticulous farming and meticulous work, I believe that one day they will be able to receive more praise and enjoy international fame.