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Exclusive Interview With General Manager Of Optima Home Textiles Ni Wei

2011/9/24 8:53:00 114

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Exclusive Interview With Optima Home Textiles Ni Wei

Jiangsu

Optima

Home Textiles Co., Ltd. is located in China Textile City Nantong. It is a professional home textile which integrates product R & D, production, terminal sales, customer service and staff training.

Operator

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Since its establishment, the company has been developing towards specialization, standardization and modernization. In 2003, the "Optima" brand series products were first put into the market, and attracted the attention of dealers all over the country, forming a national chain operation organization.

A sales network has been established across the country. The Optima brand has successfully landed in Taiwan and the European and American markets, and has been well received by consumers.

Favor

It has formed a higher brand awareness.

Reputation

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Ni Wei, general manager of Optima home textiles

Reporter: first, please introduce the history of the establishment and development of Optima home textiles.

Ni Wei: Optima home textile company was founded in 1996, originally a company specializing in the production of multi piece sets. After years of precipitation and accumulation, the company consolidated its original product structure in 2003.

Marketing team

And wholly purchased Shanghai Sai Yu Home Textiles Co., Ltd., officially began to operate Optima home textile brand.

After seven years of efforts of all Optima colleagues, the Optima home textile brand has established more than three hundred stores and stores in the country.

Reporter: would you like to briefly introduce your personal experience and have engaged in other industries before making your home textile?

How did you first think of entering the home textile industry?

Ni Wei: as early as the beginning of 90s, under the influence of the big environment, we began to produce and sell some single products. In the 95 year, we realized the importance of channels and began to set up outlets in Yunnan and Sichuan wholesale markets.

As time went on, we realized the necessity of corporatization operation. We registered Optima Nantong Home Textiles Co., Ltd. in 1996.

Reporter: what are the honorary titles of Optima home textile development?

Ni Wei: after many years of efforts, our Optima company has passed ISO9001 international quality system certification, ISO14001 international environmental system certification, ecological textile certification, and has won Nantong famous brand, Nantong famous trademark and other honors.

At present, we are actively applying for the Jiangsu famous brand and China's well-known trademark.

Reporter: what are the key marketing areas of Optima home textiles in the domestic market at present? What are the special means and experiences for maintaining the competitive advantages of brands and products in these key areas?

Ni Wei: the area of Jiangsu and Zhejiang has been a business competition since ancient times. Jiangsu and Zhejiang provinces are also a relatively mature area. There is no doubt that our Optima brand is also a key market in Jiangsu and Zhejiang.

In the homogenization of products today, most of the home textile brands have a common problem, that is, only to recruit, the franchisee at the terminal is like "no mother's child".

The biggest advantage of our brand is that we have adopted the "one to one" support measures in our franchisee management system to enhance terminal sales and achieve the goal of developing a successful one.

Such measures not only reduce the investment losses of franchisees, but also reduce the company's waste of resources.

Reporter: after years of great development in home textile industry, many enterprises have encountered some bottlenecks in channel development. What obstacles do you think the industry will need to overcome if they want to further develop this industry?

How did Europe think about this problem?

Ni Wei: in the current competitive environment, the household textile industry's usual way of sweeping investment has not been used much.

In view of this situation, our Optima brand draws on the development experience of home appliances and footwear industry, which not only locks the regional market, builds the model market and develops the core market, but also improves the strength of joining terminal, adopts advanced modern marketing means to break through the bottleneck of marketing, formulating standards for business processes, and creating Optima's unique profit pattern, with business providers and merchants for investment.

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Reporter: the homogeneity of the home textile industry in product design is very serious. This problem has been discussed for a long time. What specific measures and measures do you have on this issue?

Ni Wei: the purchasing channels and management concepts of Nantong home textile enterprises are very similar. The phenomenon of product homogeneity exists because the enterprises do not find their own brand positioning.

If each enterprise finds a location, then the location of each enterprise is different, and the styles of natural products will also be different.

Reporter: does the company set any goals for future development?

Ni Wei: after many years of development, our Optima home textiles already have the basic conditions for the great development of the enterprises. At the beginning of this year, the board of directors of our Jiangsu Optima home textiles and Textiles Co., Ltd. formulated the development plan for the next five years. By 2013, the annual sales volume of Optima brand will reach 150 million yuan, and the number of franchisees will reach 400. By 2015, the annual sales volume will reach 350 million to 400 million yuan, and the number of franchisees will reach 800 to 1000.

On this basis, we will fully promote the listing of enterprises and strive to achieve the listing of enterprises in 2015.

Reporter: the home textile brand is surging and surging, and for the vast number of dealers, selecting a brand of "high quality potential stock" may mean twice the result with half the effort. Can you talk about the advantages and future development potential of Optima brand for many dealers in the home textile brand?

Ni Wei: in fact, "Optima" is the advantage of the two words in terms of their market influence. Under such special advantages, the company has invested heavily in product development, terminal maintenance, terminal management standard and terminal profit mode for three consecutive years. This has formed the unique competitive advantage of our "Optima" home textile brand, which is often referred to as the core competitiveness.

Reporter: some people say that now the home textile industry is stronger and stronger, and the weaker is weaker. How do you view this phenomenon?

Ni Wei: actually, this question is very well understood.

The strong are strong capitals, and the weak are undercapitalized or poor financing.

With more capital, more capital can be invested in product R & D, channel expansion and terminal management.

In fact, all these jobs are not enough for capital and professionals.

The real difference between the weak and the strong is not at the capital level but in the operational level.

Reporter: finally, can you talk about your experience in employing and managing the company?

Ni Wei: talents are the foundation of the survival of enterprises. Human resources are the most important strategic resources of enterprises. It is the core content of our talent strategy to continuously introduce employees who are full of competitiveness and creativity, and cultivate talents in the fields of technology, management, production and sales through teamwork.

The concept of talent: competent for the job is talent; innovation and development are excellent talents.

Employment principle: let the right people do the right thing; the best is the best, and the fittest.

As for enterprise management, we have always insisted that there are systems, regulations, standard operating procedures, and standard assessment mechanisms.