June 11Th Tai Fung Textile Hongkong Listing Opened Terminal Curtain

In June 11th, Shandong Taifeng textile successfully landed on the main board of the Hongkong stock exchange and sold to the world. It became the first listed company in Shandong Laiwu, and the first domestic textile enterprise listed in Hongkong. Taifeng textile successfully listed on the market marked the entry of the enterprise from the product market to the capital market, providing a favorable platform and broad space for expanding the scale and terminal channels, and the industrial upgrading curtain slowly opened.

Shandong Taifeng Textile Co., Ltd. issued a total of 280 million shares, of which 90% of the international placement, 10% public offering, the stock price of 2.06 yuan, raised a total of 580 million yuan. In recent years, the proportion of company's bed products business has increased gradually.

Antenna extension: from production to terminal type.

As we all know, Taifeng textile is one of the largest high count yarn producing enterprises in China. This is closely related to the company's emphasis on standardized management, technological progress and product innovation. They have been pursuing the upgrading of products, technology and brand continuously. Now successful listing will take advantage of the trend and accelerate the rapid upgrading and extension of the whole industry.

In recent years, relying on the strong development foundation and production management advantages, Taifeng textile has successfully carried out the spanformation of the business mode and industrial spanformation. In 2003, Taifeng textile began to develop home textiles mainly by export sales. In 2007, the company began to enter the home textile market, and in 2009, the company made a new home textile terminal sales mode.

In the development, Taifeng Spin We always adhere to the idea of "high starting point, high level development and high efficiency development". We constantly carry out technological spanformation and invest in innovation. We have imported advanced production equipment such as automatic winder, comber, drawing frame and home textile production line from Italy, Switzerland and Japan.

In 2009, the company invested 10 million yuan in the use of new technology center, became the company's technology, products, information and other resources to make full use of and sharing platform, improve the original design and research and development capabilities of the home textile products. The company uses new and high technology to spanform and upgrade product grades, relying on quality products to build Taifeng home textile brand.

Taifeng textile has actively adopted new technologies, new processes and new materials, and has developed 16 series of more than 200 new products successively. The company has passed the ISO9001:2000 quality system certification and ISO14001 environmental management system certification. The product has passed the EU OKO-TEX STANDARD 100 eco textile certification, and has been institutionalized, documented, standardized and internationalized. At the same time, Taifeng textile has become a well-known brand both at home and abroad because of its good social reputation and excellent market competitiveness.

However, the textile market is always changing. Today, as the upstream profits are gradually diluted, Taifeng textile knows that it has to extend to the downstream and benefit from the brand so as to have sustainable competitiveness. Home textile products naturally become an important field for their antennae. yarn The advantages of production ensure the cost advantages and have high pricing power in the terminal market.

When the company went public, it has developed to nearly 200 retail counters, franchised stores and franchisees, and has successfully entered famous department stores or supermarkets at Ginza, Liqun, WAL-MART, Carrefour, etc.

Taifeng textile has spanformed from a production oriented enterprise to a main channel of home textile company. It has developed from an export-oriented export oriented enterprise to a domestic chain corporation.

At the same time, with the listing of Taifeng textile, Taifeng textile has spanformed from a joint stock company to a global publicly issued public company, from a company that produces, technology and product competition to a company based on the international capital market as the main competition platform.

Resource Integration: brand channel speeding up

The listing of Taifeng textile has spanned three levels of operation, namely, product operation, brand operation and capital operation. Listing will undoubtedly make Taifeng textile to a higher level of operation. It is also a further exploration of Taifeng textile home textile brand promotion.

However, Taifeng textile also knows that relying on huge production can always only occupy the forefront of the industrial chain, and the huge profits and added value are just at the back end.

In the overcrowded home textile market, the best way to succeed is to focus. Taifeng textile is the practitioner of this theory. In the highly homogenous home textile industry, when the vast majority of home textile enterprises are satisfied with grasping orders for OEM and keen on imitating foreign brands, Taifeng textile has chosen to focus on development and stick to the way of independent research and development and independent brand.

"Remove the label of the brand, still recognize Taifeng textile home textile products." This is the goal pursued by Taifeng home textiles. Taifeng textile has a core value that can not be duplicated in design. At present, its home textile design team is expanding Zhuang Dazhong.

"Taifeng textile will devote more financial resources to the construction of home textile channel and product design, which is more conducive to enterprises to strengthen the guidance and control of home textile terminal." Liu Chunwei, general manager of the company, said, "the company pays more attention to the double effect of" consumption experience + cultural experience "in home textile marketing. The closer the consumer to the home textile marketing mode is, the longer the product is no longer a single quality competition, but a comprehensive quality contest. The era of intensive and refined management of home textile resources has arrived. It is especially important for Taifeng textile to excavate the value of upstream and downstream supply chain dynamically.

Taifeng textile is not only to raise funds, but also to enhance the brand value and optimize the ownership structure. The company will add 500 retail outlets by 2011 to further expand the sales network of bedding products, with a view to becoming the main profitable growth point in the future.

They describe the blueprint for the future: in 5 years, the company will develop into a leading domestic and internationally competitive large home textile group, creating a core market with Taifeng textile characteristics and a national model market.

From brand building to channel layout, from behind the scenes manipulation to the front desk control, various signs have shown that Taifeng textile is not willing to be a leading brand behind the scenes.

As the industry has said, Taifeng textile has incorporated channels and products into the speed raising schedule of home textile brands, and has rapidly opened up the curtain of the terminal, and has formulated a reasonable and scientific home textile marketing strategy to launch an offensive to the national franchised stores, which shows the strength of its enterprises and the determination to create the brand of the home textile market.

Perhaps, before long, under the strong impetus of the listing capital, Taifeng textile, which has undergone brand spanformation, will also show its unique advantages in terms of brand penetration and industry influence.