Heng Yuan, Xiang Qiang, Jian Chun, Talking About Sheep Advantage

In recent years, the demand for domestic automotive textiles is booming, and the brand of Fazeya, a brand of Heng Yuan Xiang's brand, has won many awards and become a consumer favorite brand in the market.

Why did Heng Yuan Xiang enter the car interior jewelry market, and how to set up a market in a short time? A reporter interviewed the head of the color sheep industry group.

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Reporter: what kind of idea does a company focus on when developing products?

Chien Chun Chun: in today's society, with the popularity of automobile consumption, car buyers' understanding of cars has shifted from simple purchases to higher levels of enjoyment.

More and more car owners see that cars are not only a walking tool, but also reflect the owner's accomplishment, taste and connotation.

But this kind of spiritual satisfaction of consumers comes not only from the choice of different models, but also from the choice of automotive interior decoration.

Because the time of vehicle owners' exposure to automobile interior decoration is much more than that of other aspects, the quality of interior design, including the design of the shape, comfort of materials and the habit of using them, will directly affect the use and mood of the owners.

Therefore, when we develop products, we focus not only on the excellent material selection, the production process and the standard process, but also on the design thread of Chinese traditional life and blessing culture, which is interpreted through contemporary expression techniques, and resonates with the feelings of consumers at home in the bottom of their hearts.

Reporter: there is a voice that the vast majority of China's automotive interior enterprises still exist product design gourd, take low competitive market strategy and other issues, how do you think?

Qiang Jian Chun: this phenomenon will happen in any non monopoly industry. It is normal in the course of the development of the industry. The key lies in how the practitioners of the industry face it.

It has been 5 years since we entered the automotive textile industry, but in this industry, we prefer to regard ourselves as a "new person".

In our view, brand is very important for the mature and stable development of an industry.

In the past two years, with the rapid expansion of the market, foreign brands such as old man, Disney, Polo and other foreign brands have made a breakthrough in the domestic market. They announced the issuance of production licenses to major domestic auto manufacturers and authorized domestic enterprises to produce and sell products with their logo.

This has greatly promoted the market of vehicle textiles, which has been less popular.

In the past two years, the most eye-catching one is Guangzhou Weiwei company, which launched 5 new international brands such as Polo.

This phenomenon has enabled the market to be activated in the short term, coupled with the rapid growth of a large number of domestic independent cushion brands, such as Shun Chi Mei, Lan Ya, Ju Yi, long Yu, Yi long, and so on. The market also presents a contention of a hundred schools of thought.

With the start of the process of branding, administrative management and consumer demand will promote the industry to enter the rational regression stage.

Large enterprises will inevitably adjust their production structure. At the same time, a large number of small businesses will not quit because of their lack of innovation capability and lack of strong financial support.

This has resulted in the phenomenon of "double reduction" of the total number of fixed assets and enterprises in the whole industry since 2008.

The "double reduction" and the total value of the market are rising, indicating that on the one hand, a number of leading enterprises are forming, on the other hand, the added value of products is increasing, and the brand influence is continuously improving and recognized by the market.

Therefore, in this context, we should adhere to the principle of brand development, and do fine and excellent development in order to open up new development space for the industry.

Reporter: how do you understand that the obstacle to opening up the high-end market is not the technical level but the design concept and brand effect?

Qiang Jian Chun: brand is the memory of consumers.

People's memory of things is not caused by single factors, but also by comprehensive sensory memory.

The design concept and brand effect are very important for opening up the high-end market, but the spiritual needs of the high-end market must be based on people's physical needs and emotional needs.

So the obstacle to opening up the high-end market lies in whether the enterprise has a complete management system to ensure that the quality of operation can support the needs of all levels of the consumer market.

There is an old Chinese saying "thick and thin hair", and the maturity of any enterprise or brand is not achieved overnight.

Without a stable operation at the technical level, good design concepts can not be implemented, and vice versa.

Of course, only in the stable operation quality management system of enterprises can we produce excellent design concepts, comprehensive consumption experience, good social identification, and finally achieve a huge brand effect.

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Reporter: in the process of entering this field, how difficult is the product pformation? How is it solved?

Qiang Jian Chun: as the brand of Heng Yuan Xiang group, the color goat declared its entry into the automotive textile industry in the 2008 Olympic year.

Although it belongs to the textile industry, it is really different from traditional textile consumer goods in the field of automotive textiles.

In order to cut into the car accurately

In the market, the color goat brand was first imported from sheep and wool based fur cushion products.

With its popularity in the wool textile industry, the brand quickly opens up a gap in the automotive textile market.

On this basis, in 2009, the color sheep brand launched its summer products to further meet the needs of consumers.

After formally entering the automotive textile market, we extend our core brand expertise of "brand of sheep and wool" to all aspects of automobile decoration according to the established development plan. This is to perfect the product line while enhancing the market coverage, and to carry out the concept of "mobile home" integrity, helping to rapidly enhance the brand's influence in the industry.

If we say difficulties, the most important thing we should pay attention to in this process is the industry standard. This is the cornerstone of the orderly development of the whole industry, not only in the product level, but also in the consensus of the practitioners on the development direction of the industry.

From a professional point of view, the automotive industry is relatively special, and the requirements for related components are very high, and the requirements of different manufacturers are also different.

Compared with ordinary textiles, there are specific requirements for physical and chemical indicators, appearance indicators and other quality standards of automotive decorative textiles, especially in terms of safety.

At present, there are two standards related to automotive textile (decoration) in China: "QB/T 2971-2008 auto trim sheep shearing products" and "FZ/T 34008-2009 automotive linen cushion".

In order to better meet the needs of the use of automotive textiles, the color sheep brand has set up and recorded nearly 10 enterprise standards in the country before the country promulgated the industry standards. The industry standards involved in the formulation have also been adopted and come into effect.

Through the supervision of the quality management system of joining factories, we can provide consumers with excellent products.