Pan Jianming, General Manager of Ailei Home Textiles: Deep-growing the duvet market

With the rapid development of the social and economic level and the improvement of the quality of life, people's requirements and concerns about sleeping bedding are getting higher and higher. As a duvet representative brand, how does Ai Laiyi Home Textiles stand out in the fierce market competition, find the blue ocean, and get the user's favorite? The answer is revealed today.

Venue: Ailei Building, Yinghua International Plaza, Lane 2899, Guangfu West Road, Putuo District, Shanghai

Interviewee: Pan Jianming, General Manager of Ailei Home Textiles

Pan Jianming, General Manager of Ailei Home Textiles

Media: Pan, hello! As an important traditional industry in China, what do you think of China's future home textile market?

Pan Jianming: At the end of December last year, the Boston Consulting Group (BCG) and the Ali Research Institute jointly released the "China Consumer Trend Report". It is estimated that the Chinese consumer market will increase by 2.3 trillion US dollars in the next five years, equivalent to German or British consumption. The current market size is 1.3 times. As a market that lives in the country and even the people of the world, I believe that the Chinese textile market still has huge market potential and is waiting for us to explore.

Media: How does Ai Lai Home Textile find its own cake in this huge market?

Pan Jianming: Positioning accuracy is the most critical prerequisite for seizing the market. We have been positioning the brand image of “Down Quilt Expert”. For more than ten years, we have been focusing on the duvet market and digging down the subdivided category of duvet. After so many years of intensive cultivation, our duvet products are in quality, craftsmanship and cost performance. The industry is also one of the best. For example, in this autumn and winter new product, our duvets basically use 100 cotton fabrics. This is used as a high-end fabric in many home textile brands. It can only be counted as standard in our new autumn and winter products. . On this basis, we also use the down from the world-famous down producing areas of Poland, Spain, Hungary, etc., to achieve high quality and high cost performance.

Media: We all say "user-centric", then the duvet is the fist product of Ailei Home Textiles. In addition to the emphasis on fabrics and down, are there any details for users to consider?

Pan Jianming: Of course, there is. In the product design process, we tell ourselves to have a "user-centric", to bring ourselves into the user's life scene, taking into account every pain point used by the user. So, so far, we have used more than 20 kinds of crafts on our duvets before and after, and different processes will solve the pain points of different users.

Media: Indeed, the entire market trend has gradually moved closer to “customer orientation”. Then, as a well-known home textile brand in the country, what innovations does Ailei Home Textile have in terms of consumer experience?

Pan Jianming: In the retail industry, we generally divide the consumption process into three stages: pre-sale, in-sale, and after-sale. From the current market point of view, in the two parts of pre-sales and sales, most of the brands' services are similar, and the satisfaction generated by users is almost the same, but in the after-sales link, it has not caused the great attention of most brands. It is also the entry point and opportunity for us to improve our consumer experience in recent years. In the after-sales segment, we mainly add two services to enhance the consumer experience. On the one hand, we provide home-to-door trial shop and home delivery service, which greatly saves users' time to shop selection, and puts our products directly into the user's real sleep scene, making it easier for users to make purchasing decisions. On the one hand, we provide core maintenance services to provide users with a comfortable and clean sleeping environment through drying, cleaning and fragrant.

Media: It’s really a layman, and the layman looks at the bustle. The market for a duvet category also contains so many innovations and ideas. Ailei Home Textiles is so dedicated and professional, should it have won many honors?

Pan Jianming: For the honor, we have been relatively low-key and have not made much publicity. In the far future, Ailei is one of the main drafting units of the duvet standard, which promotes the standardization and popularization of duvets in China. Recently, we have won the "China Down Industry Association Best Down Feature Award" and "China Down Industry Association Best Art Award". At the same time, we are also a five-star hotel deep partner and so on.

Media: Ok, thank you very much, Mr. Pan, very Ai Lai Home Textile for bringing us such a good product and experience. Finally, what is Pan’s words to say to everyone?

Pan Jianming: I wish you all a good night's sleep. The down jacket is the first choice for Ailei Home Textiles. Thank you for your support. Thank you.

Editor in charge: Wang Jinhua 1

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