Jiangsu province Changzhou city Chang Kai Textile Co. Ltd. (Hongkong England   

                                  brand review

  "the home" firmly on the "integrated marketing" and "overall design" two links, culture and guide the customer understanding the interaction of home decoration, to make sense of fashion and taste, and the effect of assort or arrange in pairs or groups.  

  "the beautiful home" is to cater to Chinese consumers life of well-off society and the harmonious society's expectations, so as to satisfy the pursuit of success, the pursuit of high taste of life in the high-end consumer groups demand.  

  "the home" to promote "respect for nature, health care" attitude of leisure life.

in the home "is:

1, fashion, fashion and cultural brand

2, leading innovation home culture and the consumption concept of brand  

3, integral and series of supporting soft decoration brand  

4, ring health brand  

5, excellent service, humanization brand. The




1 brand positioning, culture positioning

  is behind the brand culture, product is the carrier of culture and culture is the soul of a product. "The beauty of" emphasizing management is a kind of home culture, health culture, beauty culture, specific consumer groups (high income, high taste, high consumption) culture marketing.

  "the home" bring the full of vigor and harmony of nature exquisite life. With the monotony of life, people desire for more and more obvious with regression nature. "The home" can let you experience the holiday to relax the mood, is the elegant life the spirit of renewal.

  "the home" design with European style as the main line, "close to nature" of the series design and its advocacy of "advocating natural, health care" attitude of leisure life coincide.

2, the

market positioning "the home" positioning in the high-end customers, adapt to consumer groups for a successful career or pay attention to the quality of life and advocating lifestyle consumer groups, ages 25-45 years.
 
3,

product positioning "the home" to "elegant, natural and harmonious" design philosophy, adhere to the European country style, establish a unique characteristics. Effects of

more strongly in the growing environmental awareness, advocating for nature, using natural materials such as cotton, linen and silk cloth, embarked on a popular tip. "The beauty" curtain cloth, window screening, bedding on the material selection of natural or high tech creates high-quality fabrics, to ensure that the pure natural and pollution-free, preparation process, all are environmental protection, and the use of high-tech means to convey the product from the physical properties of natural.

product structure is mainly with the curtain cloth, window screening, bedding, and supporting the concept extends to the village furniture, wallpaper, decorations, etc..