From 1984, the company has set foot in the textile and cashmere products industry and is now in the leading position. Years of accumulated experience in the industry, coupled with the in-depth investigation of the textile market by He Jianxin, the head of the company, stirred up the idea of starting a business with independent brands in He Jianxin's mind.
With the financial crisis sweeping the world, the company has withstood the turmoil and regained its foothold.
Self-operated brands have become the knowledge of the company.
By introducing the Italian design concept, Ningbo gave birth to a new local home textile brand "Astran Home Textiles", and formed the management characteristic of "leading high-end products with complete colors".
Recently, the company's "AstraBlue" home textile was tested in Yuyao, which was welcomed by the market and became a group purchase gift favored by many units.
This is also the first home textile brand in Yuyao.
Yatelan home textile
Introduction to AstraBlue AstraBlue brand originated from Atlanta Olympic Games and has a deep origin.
Astran's belief in forging ahead, being brave in innovation and pursuing perfection comes down in one continuous line with the Olympic spirit of "Faster, Stronger and Higher". At the same time, AstraBlue's new journey based on fashion, simplicity and long-term vision is closely related to the Atlanta Olympic Games.
Although Astran is a rising star of home textile brand, it has made clear its market position from the beginning, and made great efforts in building products, sales models and details to build a first-class home textile brand.
Astran Home Textiles strives to perfectly combine unique elegant art with luxurious quality, and at the same time meet the needs of modern people to pay equal attention to fashion and practicality, and truly lead the popular classic home textiles with service details, standardized processes and refined management.
Astland has long realized that the home textile industry is actually a creative and cultural industry.
Nowadays, under the situation that local culture is strongly impacted and merged by western culture, the design of home textile industry is surrounded by European and American customs and English countryside, and the homogenization of home textile products is becoming more and more serious.
Since its establishment, AstraBlue Home Textiles has been committed to bringing back the local home textile culture. Facing the new generation of consumers, AstraBlue Home Textiles has strengthened its brand's fashion connotation and value by inheriting the charm of China's traditional cultural elements and integrating them with western international popular elements, showing a brand-new luxury and aestheticism as well as a unique romance.
In the design style, Astran Home Textiles expresses dignity and elegance with mountains, water, flowers and grass, supplemented by western exaggerated tone collocation, and outlines fashion and classics with the rhyme, thinking and pen and ink of China's calligraphy.
The aesthetic feeling of returning to nature depends on advanced and exquisite production technology.
AstraBlue creates a low-key and luxurious quality life, integrates international fashion elements into the profound oriental home textile culture, endows home textiles with elegant and luxurious charm, and makes dignity and quality perfectly reflected in life.
In the international trend of home textile products, the most cutting-edge fashion design is flowing, and it also contains rich oriental mysterious cultural charm!
Astran Home Textiles' target customers are people aged 25-45 who pay attention to quality of life and high cost performance.
The design style of Astland's home textile products meets the aesthetic and practical needs of this consumer group, which makes consumers feel emotional and eventually forms a sense of brand identity and belonging.
Astland Home Textiles takes the lead in developing an elegant and popular popular home textile brand with high value and low price, which will undoubtedly bring great impact to the low-end home textile market, and the reshuffle of the home textile industry will be inevitable!
While other home textile enterprises are still focusing on product quality and production technology, AstraBlue home textiles have already turned to fashion, art, personalization and diversified design of products, first creating regional strong brands and then transforming them into national strong brands.
While launching physical stores, AstraBlue will also invest in and launch Gejia, the "AstraBlue" e-commerce platform, implement composite marketing, constantly improve brand marketing strategies, and form systematic competitiveness, which will eventually lead to great changes in the competitive landscape of the entire home textile industry! History of Astran 1 991July1day, Jinlong Company was formally established.
/kloc-0 founded "Yilirong" in 1994, also known as "Jinlong Rong", and/kloc-0 won the fourth prize of Yuyao Science and Technology Progress in 1996, and still maintains its competitive advantage.
1995, Jinlong Textile Group, a state-owned group company, was established, and the velveteen series products were recognized by Ningbo Municipal People's Government as the second batch of famous brand products in Ningbo.
During the period of 1997, the renovation project of velveteen loom won the third prize of excellent project in Ningbo "Golden Idea" rationalization proposal achievement conference.
In 2000, Jinlong Group was reorganized and disintegrated, and Mr. He re-registered Jinlong Velvet Products Co., Ltd..
In 200 1 year, the company was restructured into a private enterprise-Jinlong cashmere industry.
In 2007, Mr. He began to consider the brand operation strategy of Astran Home Textiles and became a key "potential star" enterprise in Ningbo.
In 2008, enterprises donated 200,000 yuan to establish Jinlong Library of Huilong Primary School, and the focus of corporate social responsibility was highlighted.
20 10 AstraBlue Home Textiles CIS brand strategy has been launched in an all-round way, which has attracted great attention from the government and the media.
Invested in and launched Jagger, Astran's e-commerce platform, and implemented compound marketing. In February of 65438+, the company officially changed its name to Ningbo Jinji Group Textile Co., Ltd.
20 1 1 February, AstraLand launched the online sales strategy in an all-round way, started various online stores (shopping malls, quality stores and other four major online stores) based on Taobao platform, actively participated in Taobao activities, and was invited to participate in group buying activities such as Taobao Juhua for many times, which achieved good results.
A number of activities shocked more than 5,000 pieces in 3 hours! Become a rare and cost-effective home textile brand in the network field.
On March 20 1 1, on the eve of "March 8 International Women's Day", Ms. Cao Lihua, the general manager of AstraBlue Home Textiles, was interviewed by Xinhua Overseas Chinese News, a famous fashion magazine in East China, and told the development history of AstraBlue and the development plan of AstraBlue brand in two full pages, which was well received by readers in Ningbo and surrounding areas and played a good role in spreading AstraBlue culture.
2011June 10, Astran started a number of physical stores to prepare for opening, and opened more than three direct stores in Yuyao and surrounding areas, leading all franchisees to enter Astran home textile business platform.
Fully launch the national franchise store investment promotion activities! On 201111/day, Astran, as a key home textile brand in Ningbo, participated in the large-scale promotion activities of Singles Day in Taobao Mall, and achieved good influence and a large number of orders! At the end of 20 1 1, a large number of practical welfare packages were launched to provide cost-effective welfare and condolences for the party and government organs in Ningbo and Yuyao, and to give back to the society with excellent quality and service.
Mission of Astran Culture Enterprise: to build a first-class home textile brand corporate vision: to create a source of life from life, to serve the society, to serve the society, to be people-oriented, to respect customers, to enjoy life, to feel the warmth of home textiles, to cultivate the unique culture of the enterprise, to seek sustainable development and to be brave in innovation. You don't have me, I have you, the industry benchmark, pursuing perfect business positioning: fashion, simplicity, exquisiteness and luxury quality. Business philosophy: take faith as the foundation, put morality first and treat people sincerely. Business policy: Look at the change with a developmental perspective and challenge the working style with a calm mind. Motto: Make a little progress every day. Enterprise slogan: realize your dream, start with me, the company will take off, and you and I will * *.
The concept of "being close to the people" is based on AstraBlue's "making high-quality home textiles for the people". How to make it affordable for ordinary people and enjoy high-quality products and thoughtful service is Astran's business mission. Our products are oriented to the people and close to the public, so that the people can feel that high quality is not far away, just around and within reach.
Corporate vision: Originating from life, creating the source of life and serving the society.
There is always a gap between ideal and reality. What we need to do is to narrow this gap, make reality infinitely close to ideal, and let ideal lead reality.
The existence of enterprises originates from life, because life gives enterprises a platform to rely on and a source of inspiration.
When we find the source of essence, we will certainly explore, think, perfect and create, so we are also creating life from life.
After meeting the needs of life and thinking about the source of drinking water, we will think about what society has given us and what responsibilities it has given us. Corporate social responsibility is obligatory, so enterprises are serving the society while absorbing social resources.
Enterprise tenet: people-oriented, customer first; Enjoy life and feel warm home textiles.
Compared with the idea of god-oriented, the early humanistic thought in the west advocates that human nature opposes divinity, human rights opposes theocracy, and puts human value first.
China's humanistic thought in history mainly emphasizes that people are more valuable than things, and thinks that "all things in the world are more valuable only people".
In recent years, people-oriented thought has been widely accepted, and its importance has been explained by practice.
Anything that goes against humanity is immoral and unreasonable.
Astland absorbed the core of humanism and regarded it as a part of the enterprise purpose.
In order to deepen and extend to "people-oriented, customer-oriented" on this basis, customer-oriented is mainly reflected in the level of Astra's treatment of customers.
Customers are God, they need to be respected, and we need to treat customers with gratitude.
In terms of product information transmission, AstraBlue Home Textiles hopes that customers will feel the happiness of life, and at the same time, all those who struggle for life will feel relaxed when they come into contact with AstraBlue, just like being at home. At the same time, it also embodies the purpose of taking customers as the respect and customer needs as the starting point.
Enterprise goal: to cultivate the unique culture of the enterprise and seek sustainable development.
Products pursue differentiation, and corporate culture needs to be unique.
In the process of continuous development and growth of enterprises, we are always exploring unique development models and ideas with enterprise characteristics and irreplaceable purposes, so as to make enterprises develop better.
Therefore, in order to better distinguish it from other enterprises, AstraBlue needs to refine its core competitiveness so that it cannot be imitated and replaced, and finally form its own unique culture.
The development of an enterprise cannot be achieved overnight. What an enterprise pursues is not short-term development, but sustainable management. Therefore, the consideration of the development direction of enterprises needs to be based on the long-term, build enterprises with the concept of sustainable development and inherit corporate culture.
Enterprise belief: high quality and low price, comprehensive service, excellent technology and courage to innovate; You have no me, I have you, the industry benchmark, the pursuit of perfection.
Quality is a hard guarantee, and service is an intangible value. While pursuing quality, customers should also feel AstraBlue's thoughtful and comprehensive service.
Supported by excellent technology, restless and innovative, AstraBlue embodies originality, Excellence and the pursuit of perfection.
Business orientation: fashion, simplicity, exquisiteness and luxury quality.
Facing the increasing spiritual needs of people in modern society and the globalization of economy and culture, in order to better meet people's needs, enterprises must grasp the modern trend, learn from their predecessors, and find a road suitable for their own development in the complicated consumer market.
When people weaken the pursuit of complex things, simple style attracts people's attention. When the external complex embellishment is removed, it presents the core inner, which is also the simplest but also the most exquisite, otherwise it will not become the core.
In the pursuit of fashion, simplicity and exquisiteness, the spiritual value embodied in the product is more respected by people. It is the characteristic of Astran home textiles to embody rich connotation and moderately luxurious quality with fashionable and simple products.
Business philosophy: take faith as the foundation, put morality first and treat people sincerely.
Astland's initial business philosophy is "taking faith as the foundation, putting morality first and treating customers sincerely". In order to extend "treat people with sincerity" to "treat people with sincerity", it is because: first of all, not only customers need honesty, but also employees need honesty.
Secondly, we need to get along with people with sincere feelings, whether they are customers of Astland or not.
Furthermore, if you want to gain the respect and trust of others, you must first respect others, be honest with others and trust others.
Finally, honesty is not only an emotion, but also an attitude.
Business policy: Look at the changes with a developmental perspective and meet the challenges with a calm mind.
Everything in the world is changing all the time, and there is nothing immutable. We need development and direction to clear the dark clouds in the process of change. Therefore, first of all, we should accept the change in our minds, find a foothold on the road of change, and look at a series of changes with a developmental perspective.
We should not be discouraged when the plan deviates from the change. We should calmly analyze the development law of things, find practical and effective solutions, and draw up effective early warning plans to deal with unpredictable challenges in the future.
Work style: efficient and decisive.
Enterprises pursue efficiency and require employees to work enthusiastically and efficiently.
When faced with a choice, we should not be indecisive, but must be decisive, that is, act efficiently and make a decisive choice.
Motto: Make a little progress every day.
People need to make continuous progress, and the accumulation of bit by bit cannot be ignored.
Water drops wear through the stone, and iron pestle grinds into needles. Through subtle changes and years of accumulation, it finally plays an unimaginable role.
Make a little progress every day, gradually improve yourself and break through yourself, and finally form a solid reserve force and strong corporate cohesion of AstraBlue, laying a solid foundation for future competition.
Enterprise slogan: realize your dream, start with me, the enterprise will take off, and you and I will create together.
Everyone has a dream and will take some actions for it. Astland, a big family, gathers the dreams of all employees and combines the strength of all employees, which also provides a broad platform for employees to improve their self-cultivation. As long as we work together in Qi Xin, we will certainly create brilliant achievements.
Astland's service concept Astland wants to see the essence through the phenomenon, so it is possible to get to know each other.
By the same token, everything needs to be done with heart. Only when you feel it with your heart, can you really do it well. If the person who acts doesn't inject his feelings and sincerity into what he does, then everything can only be perfunctory and he just wants to finish it, not do it well.
Before we do something, we must find the original motivation for action, which comes from our hearts. Only when you are eager to do things well can you have enough motivation to become perfect, not a mentality of completing tasks.
Mentality determines everything, and a firm mind will surely make people strive to achieve their goals and become the most powerful source of strength.
In Yate, we will adhere to the concept of "five-hearted service", improve the service level and serve every customer wholeheartedly! Five "heart" service, creating brand "heart" value intimate-customers feel at home
Know yourself and know yourself, and you will win every battle.
At this stage of fierce competition, while competing for technology, it is more important to compete for wisdom.
Only by understanding the characteristics of customers can we make better solutions.
Intimacy is Astland's most valuable concept. Take the initiative to understand customer needs, provide customers with one-on-one service, and make customers feel at home. This is the successful service.
Sincerity-support service concept
Sincerity is the embodiment of honesty, which is a moral quality strongly advocated in today's society. To be honest, the company needs to establish honesty in its operation.
Astran must support the service concept with sincerity, infect customers with sincere service attitude, establish customers' trust in Astran and achieve far-reaching services.
Patience-reflecting mature brands
The concept of patient service embodies the psychological quality and professionalism of employees in Astland, and also embodies the corporate image of Astland.
An enterprise that has the patience to solve customer problems is a mature enterprise.
Astland will build a mature and stable Astland brand with patient service concept.
Carefully create service value
Meticulous service is a necessary condition to win customer recognition, and a meticulous solution contains Astra's professional and technical strength and service concept of Excellence.
Careful service aims at ensuring the quality and efficiency of service and creating the maximum value of service.
Establishing the relationship of mutual trust trust is a service concept based on Atlantean's professional technology and service ability.
Astland is confident enough to serve thousands of customers with high quality and high efficiency. This confidence can not only stimulate the working potential of Astland employees, but also bring confidence to customers, thus establishing a win-win cooperative relationship with customers.