Vosges Home Textile Brand Strategy Speeds Up

The global economic downturn has had a profound impact on the entire home textile industry. As the most typical "carriage" of Chinese national textiles, the Fu-Jing is an example of its business ideas, market operations, and ability to resist pressure and survive. In the area of ​​bedding products, especially towels, the Vosges Home Textiles is indisputable and has become a well-deserved leader.

The "Highlight of the Vosges" under the economic downturn

“This year, the Vosges Group has actively overcome the adverse effects of a weak global economy, sluggish market demand, and high operating costs, speeding up the operation of the market, strengthening internal management, and improving operational efficiency. The company continues to maintain a steady and healthy development.” Said.

In the international market, due to the rapid depreciation of the yen and the European debt crisis, the "low demand" conditions in the two major markets of Japan and the EU have not changed fundamentally; the United States has continued its upward trend since the second half of last year; emerging markets such as Russia and Australia have adopted With more efforts in operation, the volume of orders kept growing rapidly. In the domestic market, marketing network construction and brand operations continue to accelerate, and sales growth is relatively stable. However, due to the slowdown in domestic economic growth, tightening consumer demand, and intense industrial competition, the pressure is also unprecedented.

The more able to show the strength of the brand's resistance to pressure in the dilemma, Vosges Home Textiles in the brand operation and market development shows many bright spots.

The first is to accelerate the development of high-end businesses. In response to the high operating costs of operating costs, Vosges Home Textiles actively implements the development strategy of “Transferring to Advantageous Markets” and “Entering High-end Markets”, accelerating the expansion from the mass market to high-value regions, and continuously improving order efficiency and market competitiveness. Last year, the company increased the support of internal resources, strengthened independent design, and improved service levels. It maintained the rapid growth of high-end business and ensured its dominant position in the international market.

The second is to strengthen the operation of independent brands. In the domestic market, Vosges Home Textiles seized the opportunity to expand domestic demand, speeded up the sales network throughout the country, and made domestic brand construction an important support for the company’s economic growth, especially the “Jieyu” brand, which has now become the leading brand in the domestic towel industry. . In the international market, Vosges Home Textiles has grasped the opportunity of emerging markets to expand, adhered to the entry of its own branded products, increased its R&D support, established professional teams, and achieved rapid growth of its export business in emerging markets. New market growth point.

The third is to focus on technological innovation capacity building. On the basis of continuously accelerating technological transformation and possessing world-class technical equipment, Vosges Home Textiles has continuously increased investment in R&D, established a “National Accredited Enterprise Technology Center” and “National Accredited Laboratory”, and used this as a platform to actively promote With the development and application of new technologies, new materials, and new technologies, a large number of new products with individualization, fashion, and low-carbon green have been developed, which has effectively promoted the transfer of high-value-added links in the industry chain.

The top level of the Vosges Group believes that an internationalized home textile brand should be able to have a wide range of charisma no matter what kind of country or what kind of people it is. This kind of charisma was created by the brand with its popularity, reputation and loyalty. This requires companies to be down-to-earth, arduous, constantly searching for new customer demand changes, seeking new market areas. Today, the home textile market decides that the company’s success is not only the physical assets such as factories and equipment, but also the key factors such as product innovation, creativity and branding that promote, enhance and integrate each other.

Intensive cultivation to avoid brand "short sightedness"

Turning to the brand planning of the next step, Vosges Group's decision-makers believe that a mature brand will take time to settle. In the future, Vosges Home Textiles will still have to work hard on intensive cultivation.

In the operation of the international market, Vosges will vigorously implement a diversified and flexible market strategy, further strengthen the strategic partnership with strategic customers and old customers in Japan and the United States, ensure the stability and continuity of orders, and ensure that companies Load production; continue to increase the development of high-end market, expand the quality of customer base, increase the proportion of high value-added orders; continue to accelerate the development of emerging markets, strengthen professional team building, increase market efforts, and strive to achieve breakthrough growth in emerging markets.

In the aspect of domestic brand building, we will seize the opportunities for accelerating urbanization, highlight the efforts to rationalize the brand operation, and make full use of the market at all levels to further optimize the distribution of channels, increase brand promotion, and increase market share. At the same time, we will speed up the promotion of e-commerce and carry out a series of innovations in operations, systems, and organization, speed up the construction of an independent network operation platform, and achieve efficient online and offline interactive development.

In terms of internal management, in the face of high-cost operating pressure, focusing on energy saving and emission reduction, saving potential, improving quality, and improving efficiency, we will strengthen cost control and improve the quality of business operations; development and application of new technologies, new products, and new materials It is aimed at accelerating the pace of technological innovation and improving the ability of independent innovation of enterprises; to improve the management capabilities, professional and technical capabilities, and practical operational capabilities of cadres, to carry out training for all employees, to improve the quality of workers in an all-round way, and to encourage enterprises to rely on resource consumption. Labor intensive depends on scientific and technological advancement, management innovation, and improvement in the quality of laborers.

In the home textile planning of the Vosges Group, the company will aim to create a brand name of a hundred years. It not only accurately grasps the rhythm of the company’s participation in market competition, but also stands at a strategic height to perfect the development model of the company and evade the “short sightedness” in development. "Depletion of resources" has enabled Vosges to embark on a differentiated development path for shaping a strong home textile brand.