Unified store image
Improve terminal profit index
Since early 2010, Qi Rui began to promote the overall image, after two years of exploration and adjustment, brand positioning and the overall style, style has formed a fixed style. Liu Yiyang, deputy general manager of Beijing Qirui Garments Co., Ltd., said in an interview: "Qirui's position is to create the most fashionable home furnishing brand in China. From product to brand image, planning and publicity, marketing and so on, Unique brand culture style to create. "
At present, Qi Rui company responsible for the store image of the planning team has eight members, including space, plane, with the single. Many customers want to shop, but they do not know what kind of shop to open. So many shops on the street, in so many shops can come to the fore, to attract people, you need to continue the overall business style to attract customers, this is the starting point for the design of Qirui store, according to a large number of first-hand survey data, Made the overall planning and design.
According to Liu Yuyang introduction, Qirui overall style is Korean pastoral style, that is, Jane European style. After a Korean designer to make a home decoration style adjustment, the style is more concise, fresh and bright, but the key place is still the European elements in it.
"In storefront display, Qirui uses the most basic, with the fabric series divided.Because the home service product fabrics are key, personal wear are woven and knitted fabrics, knitting which is subdivided into modal and ordinary knitting, of course, there are silk Imitation silk every year will introduce some special new fabrics such as winter silk products are less, but will be put into a variety of velvet, velvet, coral velvet and so on. Now the fabric is divided into the category of the store.brand also set a mission that is to use the brand to change people's lifestyles and to cultivate the habits of consumers wearing home clothes.
In 2010, Qi Rui promoted 600 stores, so far the business is booming, not a shop because of business failures. "Once the products cater to market demand, the market demand is huge, but we still have some deficiencies for the whole enterprise package, a large part of which is the lack of professionals. Mainly the home service industry is too new, Department stores do not pay attention, training schools do not pay attention, and even many schools have not heard the word.But after three years of development, especially after the establishment of trade associations, part of the Institute of Clothing, Technical School began to pay attention to the home service of this business. Confident about the future.
Because Qirui company headquarters in Beijing, Beijing-Tianjin-Hebei region by the headquarters of direct control. Other provinces are the provincial agency system, by the provincial development of secondary and tertiary dealers. Qi Rui company plans to promote this year, major store model, such as in the northwest, northeast, Inner Mongolia and Xinjiang to expand the store, the scale of 200 to 300 square meters. "Nowadays the industry is still home service into the underwear series, but there is an essential difference between home service and underwear. From a single individual, the home service is much larger than the underwear, apparently a pattern." Liu Yuyang said.
Heroes will be
Casting core competitiveness
2013 is the tenth anniversary of the establishment of brand Qirui, in order to welcome this celebration, Qirui company is ready to use 3 years to create "Qirui brand heroic society." In the annual ordering of the three groups for the group: the internal staff team, agents team, terminal business team. Through training and competition, a concerted effort will be made to bring together all three of these people to enhance brand loyalty.
According to Liu Yuyang introduction, Qirui brand hero will have a total of six seasons, each season's name is the use of ancient Chinese history, from the late Spring and Autumn Period to the Tang Dynasty.
The first season is a hundred schools of thought. Made in Shandong. The first quarter is the war when the most, because the current home wear industry is not very good shape, very competitive. Although they did not make any money, the investment was huge and the market competition was very fierce. The second quarter was a group match of the Warring States that was done in Zhengzhou and arguably the winner of the Central Plains. The third quarter was the Taiping Heroes. The fourth season was the Three Kingdoms Qunying; the fifth season is the heroic biography of the Sui and Tang Dynasties; the sixth season is the last one called Sheng Tang Romance. Sheng Tang Romance, not the end, is just the beginning. The company hopes through such a large-scale training activities, the three groups of people, began to train and select outstanding talent.
"The first season we selected 108 heroes, the national sea election, the second season of 76 people, then 32, to the final nine individuals to win .Last three years .Second year .Second half of the first half.We Shortlisted players for in-depth training and building, each quarter are typical of the rich prizes to inspire the initial selection of 108 people, we invited a professional training company to training, including personal performance, ability, to create a full range. Hope that the overall quality of these people can be rapidly increased, and finally form the core competitiveness of the brand. "It sounds complicated event, after some explanations by Liu Yuyang, suddenly clear. "Over time, everyone in the subtle will be improved.We plan to do this activity, but also made an account.The entire activity three years to do it, the company to invest more than 1000 million. In case of planning, there are two schemes, one is the activity of the hero, one is to invest 8000000 yuan to find two celebrity endorsements.In the short term, the celebrity endorsement may be more obvious marketization, but in the end after some thoughtful consideration, give up Celebrity endorsement program.We hope to take a steady, long-term way. "
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