The New Brand War Of Hermes Plant

At 5 p.m. on December 12th, que Jianlong is busy with double 12 projects. This year's double 12, home guards on the line of the new sweeping robot, higher than the previous price, but the most expensive, but only 599 yuan.

Guardian is a new brand of sweeping robot that has emerged in recent two years. It is a private brand of Shenzhen Tengteng industry. A lot of people haven't heard of guards, but this is normal. Before, 9 of the products of song Teng industry were exported to overseas, and the brands were PHILPS, Honeywell and so on.

Que Jianlong is the general manager of the home guard marketing center, responsible for building his own brand. At the beginning, he was very worried, "no data, no market, no idea where the user is". They went into the community to set up a platform to make sweeping robots to the residents, and the results were not good. In 2018, a lot of work was done in cooperation with family guards. The 299 yuan sweeping robot sold about 30000000 yuan.

1947 kilometers away from Shenzhen, a grand signing ceremony was held in Gaomi City, Shandong, in December 10th. Wang Wenqi, mayor of Gaomi City, spoke with Mandarin accent in Shandong. He hoped that the electricity supplier would help the transformation of new and old energy resources and the transformation and upgrading of real enterprises.

Gaomi is known by Mo Yan, the Nobel prize winner of literature. Many people do not know that Gaomi is a famous textile city. At present, there are more than 200 textile companies in the city, including the international famous foundries such as Hermes and Chanel. With the disappearance of demographic dividend, these enterprises are doing everything possible to break through the plight of "pure foreign trade + foundry".

The winter in the north is always gray, and Gaomi is no exception. The traditional factory in this city has been more impacted by the foreign trade environment recently, and they look forward to cooperating with the electronic business platform.

　 "G20 towels are made by us."

From the center of Gaomi to the north and less than 10 minutes on the Yi An Avenue, you can see the billboards of three or four textile companies. Gaomi City's textile factories make towels, make clothes, make blankets, and all things related to textiles. They can produce, and the quality of the production is very good. "The towel on the G20 summit is what we do," Wu Mingfeng, general manager of Fu Tian Group, mentioned on the way to the reporter on the economic observer. Fu is the largest home textile factory in Gaomi, and is also the leading company in the domestic textile industry. Fu is a Gaomi towel factory. In Gaomi, there is a vast area of the Fu Shi Industrial Park. The factory area is divided into southern and northern districts. The middle asphalt road is separated, and the large 40 buses pass without pressure. The driver of the car whispered that he was losing his way because the factory was too big.

Although it is the most famous enterprise in the region, the brand of "Fu Shi" is not known outside Gaomi. There is also a jade brand in Fu Tian, which is of good quality and low price in similar towels. Unfortunately, consumers do not know.

Many people who use the products of Sun Fu do not know about sun yet. There is a wall in the company, which is called a world famous brand rally. Hermes, Chanel, Gucci, BUBERRY... Almost all the big cards you can hear are on the wall. Their bath towels, towels, beach towels and acting industry and commerce are sun days.

In the US market, 50% of Chinese towels are produced by sun. 80% of the revenue of China is exported from overseas, and 20% from China. It is a typical foreign trade manufacturing factory.

At present, the brand manager of Fu Tian is Wu Mingfeng, 58 years old. She looks very smart, walks, stands, always waist upright, the company's equipment is very familiar. The printing and dyeing workshop has just changed a batch of imported new equipment, a unit of 4 million yuan. And the workshop machine is more expensive. A row of machines cost about 10000000. In recent years, a total of 2 billion yuan has been spent on upgrading equipment by hand.

This is one of the most modern textile factories in China. It is big and spacious. The roaring of the machine is interwoven with the moist and warm feeling, and the two worlds are very different from the cold winter outside the house. Most of the workshop in Fu Shi is over 10 thousand square meters. In the spacious room, workers are rarely seen. A row of machines often roar. A worker stares at the machine, which is totally different from the traditional textile worker's handmade cotton textile.

Modern equipment ensured the improvement of production capacity. Wu Mingfeng was full of confidence in her company's products. She pointed to a stack of high quality beach towels that had just been produced and dried in the workshop. She said that this section sold about 1000000 pieces before, and this process can only be done by sun.

If not personally arrived at the scene, it is difficult to understand the strength of Fu sun. In the exhibition hall, the number of products of Taobao is much more than that of reporters on Taobao, Jingdong, spelt, NetEase and so on. The beach towels in the exhibition hall are of good quality, soft and firm touch, exquisite and exquisite patterns, and no difference from thousands of dollars. The production capacity is really not the same.

Unfortunately, many of these high quality goods can't be seen online. "We are slow to do business," Wu admitted.

　 Foreign trade and domestic sales should be 1:1

In December 10th, Fu sun set up cooperation with many spells to become a member of many new brand plans. The day before the conference, the official flagship store (6.260, -0.07, -1.11%) launched a series of "homogeneous products" of 99 yuan for export of superior products, four cotton piece sets, etc., compared with the previous 30 days. The turnover increased by 1735%, the total payment increased by 1031%, and the number of visitors increased by 3816%.

China's textile industry represented by Fu Shi is facing difficulties now. Not only is the cause of foreign trade friction, but Bai Ming, deputy director of the National Market Research Institute of the Ministry of Commerce, told reporters that China's textile industry is generally labor-intensive and needs upgrading.

Fu sun is a listed company. Its operating income in the first three quarters of this year was 3 billion 770 million yuan, down 1.16% from the same period last year. Net profit of 374 million yuan, an increase of 13.07% over the same period. Under the current Sino US trade environment, the orders of the foundries have been greatly affected. Wu Mingfeng said that they have spent a lot of effort communicating with their partners for more than ten years to ensure that export sales have not declined this year.

"We must take the branding route," Fan Jianyong, director of the industrial and regional economic research center of Fudan University, said directly to the local government at the signing ceremony.

We also want to have our own brand. Wu Mingfeng said, "the production and export capacity of Fu Tian is first-class, but the domestic consumers do not have a high degree of recognition for 1:1. We will take the power of the whole group to start the product brand in the domestic market, and promote foreign trade and domestic sales to achieve the goal."

The promotion of domestic sales is conducive to the improvement of company profits. Similarly, from the foundry to its own brand, que Jianlong told reporters that the home guard's sweeping robot can be 3 to 5 points more profitable than the foundry product.

The guard has realized the benefits from the development of its own brand. Starting in August last year, the foreign orders of the guardian's parent company, song Teng industry, began to decrease. Under the pressure of helplessness, the company could only temporarily close two production lines. But the electronic business platform surprised them. After participating in a lot of new brand plans, the guard's sweeping robot sold more than 30 units, and directly revived the production line.

At the very beginning, the family guards and the spelling were only general cooperation. Once, a lot of operators discuss with them whether they want to try a low price, no talking, singing and other complex functions, but the robot with sweeping function is good. The guard tried it out and launched the 299 yuan sweeping robot foundation, which exploded at a time and sold more than 3000 units a day.

At present, the main brand direction of the guard is good use, inexpensive, low cost and basic functions, and the product quality is fully guaranteed. Next, they will work hard to improve the product configuration and improve the color value.

Que Jianlong said that a lot of data will provide massive user data and be open to manufacturers. "We can see from the backstage that consumer preferences, that is to say, provide us with a bridge." For manufacturers, it is very important to learn about user preferences.

In many ways, it explains that using distributed AI technology to gather different demand sides of different groups of people can directly connect large quantities of demand directly to factories, and protect consumers' privacy on the basis of full dimensionality to interpret consumption data and feed upstream enterprises.

　 New brands come from China.

It's not just a lot of business to throw the olive branch business platform into a high quality factory with productive capacity. Tmall, Jingdong and suning.com have their own brand support programs.

The high quality textile factories jointly with the electricity suppliers are not only in Gaomi. In July this year, a lot of cooperation was carried out with Nantong's home textile enterprises in southern China. Southern life is a series of new products that are custom-made and customized. In November 18th, on the national day of cooling off, GMV broke through 12 million, and sold four pieces of SKU on a bed, and 85 thousand items were sold on that day, creating an industry record.

Liu Yanfei, vice president of home textile and household Committee of China Textile Business Association, is very optimistic about this trend. He said, "the rise of new consumption demand, such as the three or four lines and so on, has brought huge new markets."

After several years of own brand, Que Jianlong believes that the domestic market is more likely. In particular, the sweeping robot is a product from popular products to popular products, so its market saturation rate is far from enough.

After selling about 300000 sets, the guard's brand has become small and famous. "Now some consumers can take the initiative to call out our brand, I think it's already very good." Que Jianlong said.

The high density Textile Group is still trying. Once again, it has just settled in a lot of platforms. They are making money from the data to start developing new products. Wu Mingfeng said that this speed and accuracy were unimaginable before. "Next we will prepare an independent supply chain that matches the platform, and develop products that are more in line with the needs of consumers."

At the signing ceremony in Gaomi City, only one of the enterprises in Japan came to speak, and more than 150 other business representatives from Gaomi looked at Fu Tian on the stage. Gaomi has more than 200 Textile Enterprises above designated size. In recent years, with the disappearance of demographic dividend, enterprises are doing everything possible to break through the plight of "pure foreign trade + foundry". After 2018, manufacturing industry is getting worse. Through the government set up the electricity supplier, they hope to have a new road.

In December 12th, the new guard sweeper robot was still on sale. Que Jianlong did not worry about sales. He knew the needs of the users ahead of time and made products according to their needs.

"Do you think the case of domestic guard can be copied to other industries?" the reporter inquired about que Jianlong.

He answered without hesitation: "absolutely."