Qin Ruigang, Chairman Of Kasen Home Textile Co., Ltd.: The Dream And Life Of "Integrated Emotional Home Textiles"

The tide is changing and people's vision is changing. In the past, many families ignored the choice of home textile products in decoration, and thought no one could see it in the living room. Now, with the entry of international culture, people have gradually placed household textiles, including sheets, tablecloths and towels, in a very important position. Because, as a personal daily living things, uncomfortable, only I know.

Looking at the twenty-first Century, home textile is not only a part of our life, but also a symbol of people's performance of their dreams and lifestyles. Lian Shang net interviewed. Kasen home textiles Chairman Qin Lei Gang Please talk to him, sir. Home textiles Over the years change 。

Reporter: Kasen home textile has always promoted the slogan "a dream, a life". Integrated emotional home textiles Positioning. What is the meaning of "integrated emotional home textiles"? How do we achieve "a dream, a life" in many brand slogans?

Qin Ruigang: "integration" is to satisfy the consumer's demand for the wholeness, matching and diversification of home textiles. "Emotional home textiles" refers to the deep emotional world of consumers, to satisfy their personal preferences and pursuits for the individuality and sensibility of home textiles, so as to achieve the full satisfaction of functional value and perceptual rationality.

Just like our slogan "a dream, a kind of life", the family carries all the dreams and expectations of everyone. A warm and happy family is the standard to measure the quality of a person's life. Kasen has continued the dream life for the vast number of consumers, and has built up a dream home. This is the difference of Kasen brand.

Reporter: what kind of life emotion is the expression of home textiles?

Qin Ruigang: in the 80s of last century, the majority of Chinese consumers did not have the concept of "home textiles". At that time, we only knew that the 00 pieces of bedding that were quilt, pillows, pillowcases and pillowcases were usually consumed by consumers. With the rapid development of China's economy and the rapid development of textile technology, the production and development of home textile products have also undergone tremendous changes. Nowadays, home textile enterprises are springing up like mushrooms. Home textile products also show diversity, fashion and personalization. Almost all brands are shaping a sleeping culture, healthy culture and living room culture. Kasen home textile is characterized by "integrated emotion" and conveys rich and colorful emotional life to consumers. Good products can not only make people sleep healthier, but also make people feel happy and happy. {page_break}

Reporter: can Qin always tell you about Kasen's corporate culture? What kind of role do you think corporate culture has played in the development of Kasen?

Qin Ruigang: to create a warm, healthy and healthy home environment for consumers, to provide a self creating platform for the dealers, to build a working stage for the staff to realize their dreams, to seek reasonable returns for shareholders to invest in value, and to set up an honest and trustworthy corporate image for the society is the aim of Kasen. Our vision is to become the leading brand in the international textile industry. Implementation, simplicity, concentration and fraternity are our core values. The construction of corporate culture will play a guiding role in the future development of Kasen.

Reporter: brand value is the most important part of brand management, and also an important sign of brand differentiation from competing brands. Kasen brand value is 1 billion 705 million. How does your company achieve such a high brand value?

Qin Ruigang: maintaining and improving brand value is what Kasen has been doing its best. We have mainly made efforts in two aspects: first, we should devote more efforts to products. The foundation of achieving a brand is product. Kasen knows that without good products, there is no possibility of increasing brand value, and no mention of brand reputation. While ensuring the leading quality of products, we are also constantly improving our production innovation capability to ensure that the fashion products that meet the actual needs of Chinese consumers are put on the market.

Two, improve terminal service capabilities and brand image. Service and product are the first elements of building and maintaining brand. Excellent products and distinctive services are the foundation for us to win customers. In order to continuously improve the terminal service capabilities and brand image, we are vigorously adopting positive and effective measures to strengthen management in this area, such as training, and so on. In the maintenance of terminal brand image, we optimize the storefront through decoration, expand the scale of the store actively, open large stores and flagship stores in the mainstream areas, and provide quality services to consumers.

Reporter: as the largest domestic enterprise engaged in R & D, design, production and sale of home textiles, your company has developed twelve series of more than 400 products. How do you see the importance of "innovation" in the home textile industry?

Qin Ruigang: innovation is the vitality of an enterprise's development and survival. With the increasing homogeneity of domestic textile products, the differentiation between enterprises and enterprises, or between brands and brands, can only highlight competitiveness. And the most important thing to realize differentiation is to show the innovation ability of enterprises.

Reporter: how do you think the home textile industry in Shanghai and even the whole country will develop in 2011? How will Kasen home textile tackle this challenging market?

Qin Ruigang: with the healthy development of the whole industry, there will be a watershed in the home textile industry. Three of the listed companies, relying on strong capital, talent and logistics advantages, will soon pull the gap with the second third army. Kasen, as the leader of the second group, will take the lead and strive to complete the listing plan in three years.