Zhejiang Hengmei Home Textile: A Home Textile Kingdom Woven From Bamboo Fiber

　 In Shaoxing County, there is a classic story: if you stop a passing car at Gaoqiao, make a survey of the underwear brands worn by drivers and passengers, and ensure that more than half of them are Hengmei brand.

This bridge section ddb The meaning of is more than just laughing. In fact, it is an oral transmission of brand influence. This was born 12 years ago Home textile brand , leaning against a thin Bamboo fibre , and fought a bloody path surrounded by "wolves". At the same time, it has found its own position in the powerful home textile market by subdividing and re subdividing the market.

A pair of shorts creates "Everlasting Influence"

Seamed or seamless? Many underwear enterprises have faced such a choice.

A few years ago, when seamless underwear was popular in the market, Hengmei also followed the trend and launched seamless underwear. Until one day, the general manager of Zhejiang Hengmei Home Textile Co., Ltd Zhao Liming Suddenly, I found that fashion can not be used casually. "Once I met an acquaintance at a meeting, he complained to me that your Hengmei shorts would slip down from your waist after wearing them for a long time." This sentence aroused Zhao Liming's vigilance, and immediately called the designers to check the reason: originally, seamless underwear is mainly supported by the tension of the fabric itself, but consumers with large size will wear it for a long time, The tension of clothes will gradually disappear. In addition, Hengmei underwear is made of bamboo fiber, which is seamless and waistless. It is easy to collapse after several times of washing.

Thus, the revolution from "seamless" to "seamed" began again. Zhao Liming requires designers to achieve both "seam" and "seamless". "seam" means that the waist should be made according to the characteristics of bamboo fiber that is easy to loosen, and "seamless" means that the comfort and beauty should not be affected in wearing.

After many tests, the existing unique design of Hengmei underwear finally came into being: wide edge, loose waist, comfortable fit, no matter how many times you wash it, it will not "fall off", at the same time, it has the advantages of seamless underwear that is close to the skin.

After overcoming this difficulty, the market space of Hengmei underwear has suddenly grown a lot. "Our products are most used by local consumers. A leader of our group once told a joke that if we stopped traffic at Gaoqiao and made a survey of passengers, more than half of them would wear our underwear."

"Products can only win consumers if they are comfortable. So how to achieve comfort, we must constantly develop our strengths and avoid weaknesses, listen to consumers' opinions, and constantly improve the design and process." Zhao Liming said that Hengmei has had a greater influence in the underwear market in just a few years, and it is hard to rely on products to talk.

In Shaoxing, "Hengmei Underwear" or "Hengmei Home Textile" are the group buying gifts favored by many units, and the group buying share has even accounted for about 20% of the company's sales.

After analyzing the reasons, Zhao Liming said that unlike traditional textiles, bamboo fiber products are more slippery, moisture absorption and sweat discharge performance is better than cotton products, and underwear, underpants, bedding, etc. are directly in contact with the human body. Therefore, Hengmei products made of bamboo fiber are increasingly popular in the market today when green and environmentally friendly life is advocated, In particular, it has been recognized by local consumers. "Many units in Shaoxing are our 'repeat customers'. The popularity of Hengmei's products does not depend on the network, but mainly on the quality of the products and brand influence."

　　 A bed sheet highlights the "Hengmei Path"

Many home textile enterprises may not have thought about printing "wedding photos" on the sheets, but Hengmei did.

Zhao Liming said that home textile products have a feature different from underwear products, that is, their relatively long service life. In the eyes of many consumers, bedding is not easy to replace unless it is worn out. In addition, there are already many big brands with wide popularity in the industry in the current market. If Hengmei Home Textile does not blaze a new trail, it is not easy to share in this saturated market.

Hengmei focuses on the hot wedding consumption at present.

Wedding consumption has now become a hot spot of social consumption. Products such as wedding dress patterning, personalized couple clothes, couple shoes and so on have appeared in the market. Although Zhao Liming is an old weaver over 50 years old, he sees business opportunities in this young market.

"The wedding moment is a memorable day for a couple all their lives. Since T-shirts and shoes can be put on the couple's photos, why can't the home textile products be printed with 'wedding photos'?" Inspired by the customized couple's clothing, Zhao Liming thought that if the wedding photos were put on the home textile products, it would not occupy the personalized commanding heights of the domestic home textile market? He said that in the process of decorating a new house, it is rare to see wedding photos used. Home textile and other soft decoration just fill this gap.

Zhao Liming thought of curtains at first, but if they were hung for a long time, they would be affected by dust. In addition, the wedding photos printed on the curtains are too exaggerated. On the contrary, the bed linen and other bedding have been used for a long time, which may be a few sets of bedding in a lifetime, and also belong to the private space of two people, which is more suitable for printing "wedding photos". Zhao Liming believes that personalized bedding, whether used or preserved, has romantic commemorative significance.

In addition, Hengmei Group's perfect design and manufacturing capacity can complete this innovation. Now, Hengmei Group has a hand-painted design studio from South Korea, with outstanding design ability. The Group also has an advanced digital printing studio, which can deliver products quickly. Zhao Liming said that Hengmei can realize this idea in both software and hardware.

"In the domestic market, Hengmei is still the first enterprise to print personalized photos to bedding." Zhao Liming said that they will first open the market of personalized bedding from Shaoxing. At present, Evergrande has contacted many studios in Shaoxing, and many studios are interested in cooperation. Before long, bedding printed with wedding photos of the newlyweds will appear in the newlyweds' new houses in Shaoxing, adding a beautiful scene to the festive atmosphere. {page_break}

　　 From raw material enterprise to bamboo fiber leader

Twelve years ago, Hengmei was still a manufacturer of textile materials. Now, Hengmei has made many people wear bamboo clothes and use bamboo bedding. But this process is not achieved overnight.

In 1998, Hengmei transformed from a traditional textile enterprise and took the lead in the field of deep processing of textile materials based on fancy silk. At that time, fancy silk was just emerging as an emerging industry, and Hengmei Group successfully got its first sip of water. But a year later, when fancy silk was selling well, Hengmei Group decided to transform again and enter into home textile terminal products.

However, in the face of the strong sales network of traditional home textile brands, Hengmei clearly felt its own weakness. Zhao Liming said that it is very easy for them to follow the traditional home textile brands. It is not easy for Hengmei to take one step. Enterprises will never catch up with others. Hengmei must find a breakthrough.

Traditional cotton textile products have been accepted by people, but bamboo fiber has many functions such as green raw materials, good moisture absorption, and natural sterilization, which is in line with the future consumption trend of home textile products. As a result, Hengmei decided to make a breakthrough in the application of bamboo fiber as a raw material to realize the curve overtaking of traditional home textile brands.

Subsequently, the enterprise established the "Hengmei Textile Engineering Technology Research and Development Center", and also cooperated with colleges and universities to study the application of various functional fibers to promote the advantages of bamboo fibers and avoid their disadvantages. After technical improvement, the functions of Hengmei's bamboo fiber products are more perfect and the product features are more abundant.

"Now, the company has more than 1300 types of bamboo fiber products, almost covering clothing, home textiles and other types of products." Zhao Liming told reporters that few enterprises across the country have such a complete range of bamboo fiber products as Hengmei!

At the same time, Hengmei also has a long-term brand strategy - actively expand the marketing channels facing the whole country. At present, Evergrande Group has eight registered trademarks, of which Evergrande brand trademark (bedding) won the provincial famous trademark in 2006 and passed the re evaluation this year. In 2007, the Hengmei trademark became a well-known trademark in China, and this year, a foreign trademark of "Faglon" was registered.

Zhao Liming said that Hengmei has opened more than 50 franchise stores nationwide, some of which have entered large malls, mainly in Jiangsu and Zhejiang provinces. However, Jiangsu and Zhejiang markets are just the beginning. Zhao Liming said that in the future, Evergrande will also increase its investment attraction efforts, give more autonomy to franchisees, and explore new sales channels with "leverage". They plan to open more than 1000 or more Hengmei chain stores in the near future.

　 Transformation and upgrading ledger

Zhao Liming once went to Jiangsu on a business trip and saw a four piece bed product processed and produced by Hengmei in a Beijing brand home textile store. The ex factory price of the company is only 500 yuan, but the exclusive store is selling more than 3750 yuan, and the added value has increased by six times. At that time, Zhao Liming felt unconvinced, but had to admit this fact.

Now, after so many years, Evergrande has slowly walked out of its own terminal road. For the same pair of bamboo fiber pants, ordinary pants can only sell for more than 100 yuan, but Hengmei can sell about 560 yuan after mixing bamboo fiber with polypropylene fiber, increasing the added value by nearly 5 times. The same four piece set of home textile products can only be sold for 500 yuan by OEM, but can be sold for more than 1000 yuan by pasting Hengmei's own brand.

Zhao Liming believes that Hengmei's home textile world will become even bigger in the near future. He said that now the company has developed 1300 products, which is actually paving the way for future development. In the future, these 1300 styles of products will usher in a thorough shuffle. Because when Hengmei, like other home textile brands, has established thousands of chain stores, the company will be able to obtain continuous income as long as it develops a product.

At that time, even if the profit of Hengmei's four piece set was only 500 yuan a set now, for every set sold in 1000 stores, the profit was 500000 yuan. This is dozens of times more than the profit of processing 1000 sets for others. In addition to the "butterfly effect" of the brand, it can be predicted that the terminal market will bring Hengmei wider market space.

　　 Reporter's notes

Without innovation, there would be no Hengmei.

Without innovation, Hengmei might have been washed out of the market like thousands of other bamboo fiber manufacturers in China.

During the interview with Zhao Liming, the reporter also learned that in fact, Hengmei encountered various difficulties in its transformation to the terminal market. At the beginning, even senior managers like Zhao Liming were resistant.

However, Wang Yuanxiang, Chairman of the Group, said in a conversation with him that if people's thinking is not transformed, there is no enterprise transformation at all. This sentence changed Zhao Liming's idea. Later, Zhao Liming and a group of company elders took the initiative to learn bamboo fiber weaving knowledge, and gradually let Hengmei enter a kingdom of bamboo fiber.

Now, Hengmei's career has been recognized by the industry. When visiting the exhibition hall of Hengmei, the relevant leaders of China Home Textile Industry Association said that what you Hengmei are doing is what we often emphasize. That is, in today's increasingly scarce resources, new fibers are used as raw materials to improve the added value of products by increasing design capacity and brand building.

At a time when cotton prices are soaring, what the leader said is so appropriate. I remember that after the outbreak of the subprime crisis, the textile industry of Shaoxing County suffered a head-on blow, and a large number of enterprises went bankrupt one after another. This can also be confirmed from another side that the era of small profits but quick turnover has gone.

In the process of transformation and upgrading, whether entrepreneurs have a sense of foresight, a sense of hardship, and can keep up with the pace of transformation and upgrading will have an important impact on the development of enterprises. In many cases, transformation and upgrading may be forced by the market, but if entrepreneurs do not have the sense of transformation and upgrading, transformation and upgrading will only be empty words even in the face of the harsh market environment.