100 tasteful people | Autumn deer 30 years, creating warmth for every "home" in the world

The home is a street lamp that illuminates the journey and warms the heart; the home is a harbor, rests tired and adjusts mood. Our emotional blending with our family is inseparable from the warm and comfortable "home" life. When I got home, I changed into a home service, and I lost the tiredness of the day, stretched freely, and freed myself, making the days of "home" more comfortable.

In 1989, the founder of Qiulu took the lead in proposing the forward-looking concept of “home service”, not only the advocate of “home service”, but also the practitioner. In the past 30 years, the development of “home service” industry has been continuously explored. It has become a model for the industry, leading the industry forward. In the past 30 years, the “home service” emerging industry segment has developed rapidly in the apparel industry and the textile industry. The Qiulu Group has also grown and developed, and now it has been built. The glory of the brand leader for 30 years has become the leader and leader of the industry.

Sohu Fashion "100 tasteful people" is honored to have an interview with Mr. Fang Junxi, Chairman of Guangdong Qiulu Industrial Co., Ltd. and Mr. Fang Zhanqi, the head of the Jenize Business Unit of the Group, to share their warm feelings about "home" and to the autumn deer home service. Emotional sustenance and planning for the future of the company.

(Mr. Fang Junyi, Chairman of Guangdong Qiulu Industrial Co., Ltd.)

Home service culture delivers a better lifestyle

The fast-paced modern life is hard to calm down in the impetuous, calm and calm, and sometimes confused and confused. Mr. Fang Junyi believes that the home is the station of life, the home of wandering, the bond of affection, the place of warmth, the harbor of the soul, the source of strength, the home is the happiness of the heart, the more harmonious the family More and more people let people know how to enjoy a high quality home life. The autumn deer brand home service is positioned at home to rest or do housework and meeting guests. The fabrics developed are mainly comfortable, the style design is simple, the detail design concept is more original, from color selection to product structure, all reflect a delicate Passionate emotions.

Mr. Fang Junyi believes that home clothes have already surpassed the basic needs of wearing only. The choice of home clothes is not only for cleanliness and comfort, but also to separate life and work. The fast-paced working state requires a relaxed living state. Balance, this is one of the reasons why he always loves to engage in the home service industry. Under the influence of the main culture of Qiulu home service, the home furnishing industry has quietly changed a lot, and it is becoming part of the family life culture. The autumn deer home service brand advocates the concept of “home and more warmth”, which has already made the home clothes carry more emotional expressions, which in turn conveys a better lifestyle.

Constructing a harmonious enterprise spirit with profound and profound Confucianism

"Slim, family, ruling the country, and the world" is the crystallization of the wisdom of Chinese Confucian sages, and "slim, family, and love" is the value of the Qilu Group, which Mr. Fang Junyi refines and has always adhered to.

"Slim fit"

It means that Mr. Fang Junyi cultivates his own words and deeds, cultivates his emotional state of mind, and then cultivates talents for the enterprise with an open mind, and contributes his own meager strength in this field. It is also necessary to use clothing to express love, advocate "home and more warmth", express the sense of responsibility and mission of the company to the society, and let the "slim" Confucianism and perfect interpretation in modern enterprises.

"Qijia"

It means that upstream and downstream partners can work together and live in harmony, lead by example, and root the "home" cultural concept of "Qijia" in their own family, and then truly practice the corporate social responsibility attitude. Under the leadership of Mr. Fang Junyi, Qiulu Group formulated the industry standard of “home service” with “Qijia” as its standard of behavior, and selflessly led the development of the same industry, and truly practiced the development ideas from “small family” to “everyone”.

"Shou love"

As the kind of action, the Qilu enterprise will guard the Chinese supreme cultural concept - "love". From the product process, the autumn deer can "feel" the "love" and "inheritance" of China's intangible cultural heritage. "Love" has been sublimated. In the atmosphere of creating a stable and smooth "home", it also advocates the development of the industry. In the 30th anniversary, the Autumn Deer Group is facing the peak of life, and it is full of fruit and fruit.

(Party and Fang Tai)

Public welfare is in the heart and practiced

From the beginning of Qiulu brand's business, to now become the benchmark enterprise of China's home service industry, the company has always adhered to the unity of corporate benefits and social benefits. Since 1996, Qiulu Group has continued to build roads and build schools in the Chaoshan and Wenchuan disaster areas. Disaster relief, donation of poor mountain areas, and one-on-one support for college students and other charitable activities such as helping and helping students, Mr. Fang Junyi believes that everything is subject to society and needs to be fed back to society. This is the ecology between enterprises and society. We must be grateful to the society and the users. At the same time, we must not forget the social responsibility that shoulders, and the spirit of public welfare should last forever.

For thirty years, create a fake with ingenuity

The reason why Mr. Fang Junyi chose to do home clothes is to build a warm bridge between consumers and happy family life. This initial heart has never changed. As a market pioneer and leader, the Qiulu brand witnessed the development of China's home service industry from scratch, from small to large, bringing a new home life experience to consumers. From 1998, the first national investment promotion conference was launched. In 1999, the first specialty store was acquired in 2003. China’s well-known trademarks... This piece of glory has made Mr. Fang Junyi remember. In the era of challenges and opportunities, regardless of past glory, sustained and stable development and innovation drive are essential business strategies for enterprises.

Reporter: What is the current operating model and development scale of Qiulu?

Fang Junyi: Qiulu home service has been established for 30 years. We have realized the strategic position of “one brand multi-product” and “one product and many brands”. The products have expanded from single category to multiple categories, from the same category to meet different levels of sales market. The layout of the field has formed the strategic layout of the chain chain development of "Autumn Lu" home service brand, Xiaoqiu Lu, Qiu Lu, Jenize and so on.

Reporter: What is the planning for the autumn deer in the next 3 to 5 years?

Mr. Fang Junxi: Dedicated to innovation and pursuit of excellence, this is a company that needs to be passed down and carried forward. Especially for the 30-year-old home service brand, the product is always our core competitiveness, so product innovation and R&D are especially important, except In addition to segmenting our audience, the autumn deer home service will be broadened into the field of personal clothing and daily necessities, and will continue to optimize the strategic deployment of “one brand multi-product” and “one product and multiple brands” to achieve a full-scale home. Supplies brand.

Reporter: The O2O model has become the magic weapon for the transformation and upgrading of many traditional enterprises. What is the layout of the autumn deer brand online and offline, and how do we weigh the two?

Mr. Fang Junxi: I think that in today's new retail era, we will no longer pay too much attention to the concept of online and offline, and will pay equal attention to it. Autumn deer also has different channels such as "special counter", "special sale" and "e-commerce", and realizes complementary advantages and comprehensive coverage through online and offline. We will pay attention to the convenience of online shopping, and we will also strive to follow the various new consumption scenarios that come into being under the line, to provide consumers with a better consumer experience and the way to pursue a high quality of life.

Design "classic" and "newborn"

Born in 1994, Fang Zhanyi returned to China from the UK two years ago. He is mainly responsible for taking care of the young brand Jenize under the Qiulu Group. Fang Zhanyi has locked Jenize’s audience in “Millennial Generation” and “Z Generation” – Age A young consumer group spanning between 18 and 35 years old. Because of his youth, he is more aware of the needs of his peers. Jenize's brand style is also positioned in a simple, comfortable and stylish fashion. From the rear of the 90s, we saw the spirit of pioneering, bold and innovative “Creating the Second Generation”. In the process of communication, I deeply felt his unique thinking on the brand and the market.

(Mr. Fang Zhanqi, Head of Jenize Business Unit)

Young forces that cannot be ignored

Reporter: What is Jenize's product positioning?

Fang Zhanqi: We think that the concept of casual wear and home clothes for young people today will be vague. Therefore, in addition to home clothes, Jenize also has casual wear and some products that make a base. The style of these products is uniform and can be freely mixed. Jenize is a stylish, comfortable and tasteful home-based product that is a must-have for wardrobes in a new urban women's home and a diverse scene that surrounds home and life. Today's new urban women are increasingly pursuing their inner desires, releasing nature, and unconstrained. The core of the Jenize brand is to provide such customers with the clothing they want, wearing Jenize brand clothes, in private spaces and public places, at home and Seamlessly switch between life, while meeting the needs of work, leisure and play.

Reporter: What is the biggest difference between Jenize and other brand products?

Fang Zhanyi: Jenize will pay more attention to the product mix. Like the versatile and practical foundation, it has become a must-have item for young ladies. In addition to the fabric comfort, Jenize's bottoming products are more simple and can be worn with casual sportswear or fashion. . Another brand advantage I think is our entire team. From the designer to our sales team, it is a relatively new team. Our practice and thinking in brand rejuvenation and marketing innovation, talent cultivation, brand matrix construction, etc. will be more innovative, knowing how to resonate with young people, which is one of our advantages.

Reporter: Want to win the loyalty of young consumers to the brand, what do you think is the most important thing to do?

Fang Zhanqi: In the past 20 years, there has not been a fission in such a fast consumer scene as it is now. Once some product functions are not met, consumer loyalty will decline. Therefore, I think the first is to constantly innovate in the development and design of products, keep up with changes in the market, keep up with the changes in fashion and fashion, which is definitely necessary; the second is to give consumers a quality in the quality of products. The more stable and assured standards; the third is the need to use some innovative channels to maintain consumers. As a brand for young people, I feel that there are so many ways to get in touch with consumers. Whether it is online or offline, regular activities are a good way to communicate with consumers.

Reporter: The 30th anniversary of the Autumn Deer has been accompanied by your growth. What are your expectations for the future of the Autumn Deer?

Fang Zhanqi: The 30th anniversary of the autumn deer, older than me, so I have been accompanied by the autumn deer on the road of my growth. I always have a grateful heart for the autumn deer, hoping to do my own power and make it better and better in the future. In the future, whether the autumn deer will continue to do the home service industry, or cross-border to do other categories. Its culture and mission will not change, it is to make efforts for different families in China to improve their quality of life. Regarding the future, I hope that Qilu has always been a company that contributes to society. I can continue to create social values ​​and create new heights for enterprises.

From Fang Junyi and Fang Zhanqi and his father and son, they always show their pride in “home” and inherit positive values. They are taking on the social responsibility of carrying forward the culture of love and love with strong strength, and interpret social responsibility and brand mission with practical actions. sense. They can feel that they are creating a warm and happy feeling for each "home", not forgetting the initial heart, and sticking to the idea of ​​advocating a beautiful home life, using "love" to return time and time, filling the whole with "love" The daily life of the family, this is the secret of the autumn deer getting more and more family trust and recognition, and the longevity.

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