High but not expensive, this is the unique charm of "Astra Blue". As the first local home textile brand in Yuyao, it aimed at the positioning of the first-class home textile brand at the "AstraBlue" corporate culture and education festival and the "AstraBlue" brand launching ceremony held on June 5438+ 10 this year.
It is understood that after the Spring Festival, "AstraBlue" will not only expand local sales outlets in Yuyao, but also extend its "tentacles" to major shopping malls in Ningbo and open exquisite and warm community stores. Its target customers are women aged 25-45, focusing on quality of life and high cost performance of products. While launching a physical store, it will also invest in and launch the "AstraBlue" e-commerce platform Gerjia to implement composite marketing. It is expected that investment will be invited in the first half of 20 1 1. In addition to being based in Ningbo, the business will expand to East China in the first half of this year.
Years of industry experience, accumulated over time.
The parity route of "AstraBlue" is high but not expensive, relying on the solid foundation of the brand founder Ningbo Jinji Textile Co., Ltd. (formerly Ningbo Jinlong Velvet Products Co., Ltd.).
"There is nothing he is not familiar with except that the sheep are not raised by himself." He Jianxin, chairman of Ningbo Jinji Textile Co., Ltd., was mentioned by peers. From 1984 to the full launch of the CIS brand strategy of AstraBlue Home Textiles, He Jianxin's familiarity with the overall industrial chain of the fabric industry, such as procurement, production, sales and brand operation rules, is surprising.
Before the birth of "AstraBlue" brand, the company, as an enterprise specializing in the production of home textile products such as velveteen, worsted nylon, curtains and quilt covers for many years, was continuously rated as AAA-level trustworthy enterprise, and 90% of its velveteen and woolen products were sold to more than ten countries and regions such as Hong Kong, Japan, South Korea, the Middle East, the United States, Canada and Europe. As an export enterprise, the company provides fabrics for many internationally renowned brands.
The mode of agent processing certainly made the company gain some profits, but it also brought ideas and inspiration to He Jianxin, the person in charge of the company. Especially when he found that the products processed by the company had walked around abroad and posted a brand, the value soared dozens of times. An idea stirred in his mind: Why should local high-quality home textile products "make wedding clothes for others"? Why can't you have your own brand?
After the global financial crisis hit, the company withstood the turmoil and regained its foothold. When the company seeks development opportunities in the crisis and analyzes its development prospects more deeply, adjusting the company's inherent development model and building its own brand has become the company's * * * knowledge. On 20 1 1 year 1 month 1 day, the first home textile brand in Yuyao was born.
High but not expensive differentiated positioning
Since its birth, "AstraBlue Home Textiles" has chosen a different strategy from other well-known home textile brands-differentiated positioning.
The most obvious is the price differentiation. Different from the well-known high-end home textile brands, "AstraBlue Home Textiles" takes the civilian route. The company participates in raw material procurement, product design, production process and marketing strategy, thus firmly controlling costs, reducing intermediate links and making products more competitive in price. It is not surprising that when customers stop for the superior materials, novel design and exquisite details of the products, they see the civilian price and have a desire to buy.
Let's talk about the difference in design first. Creativity and design are the soul of home textile products. In order to keep up with the latest global fashion trends and get "fashion" in the first time, the company set up a branch in Hong Kong and set up a design team. This design team is a truly international team. Among them, there are designers from China and Italy, and various cultures collide and blend, which has produced wonderful effects-both rich Italian style series and original China style series. When ordinary home textile products such as quilt core, pillow core, quilt pad, pillow, bedspread and wool felt are injected with different design concepts, they are particularly vivid and temperamental.
Differentiation of marketing strategies. Different from some well-known high-end home textile brands taking the high-end route, in the choice of marketing outlets, "Astran Home Textiles" focuses on many ordinary white-collar workers who pay attention to the quality of life in this city. When planning to open a small but sophisticated community store in Ningbo, we will invest in launching the "AstraBlue" e-commerce platform and implement compound marketing. It is expected that investment will be invited in the first half of 20 1 1. In addition to being based in Ningbo, the business will expand to East China in the first half of this year. It is planned to set up about 20 "AstraBlue Home Textiles" image stores and specialty stores, which will lay a solid foundation for expanding business nationwide in the future.
In the next few years, the company will become an enterprise group company, including home textile brands, Italian joint ventures, chain stores, e-commerce sales stores and so on. To build a national first-class home textile brand. Reporter Jiabao