Princess Tang: Daring To Subvert Traditional "New Chinese Style"

At the end of the 2018 Shanghai spring and summer textile exhibition, the "new Chinese style" display of Datang Princess home textiles impressed me deeply.

The dark horse of the home textile industry has completely overturned the concept of traditional Chinese home textiles.

The Tang Dynasty Princess home textile has attracted much attention at the exhibition. "Datang Princess" attracted many audience's attention with its meticulously created "new Chinese style" style. It fully used the elements such as Jiangnan garden and Suzhou silk culture, and the integration of classical patterns and exquisite crafts realized the modern interpretation of the new Chinese aesthetics.

Wang Tiankai, former president of the China Federation of textile industry, said that the products of Datang princess are very brand featured and can be differentiated from other home textile brands.

"New Chinese" creates a new fashion for home textiles

Tang Ligang, chairman of Jiangsu Datang Textile Technology Co., Ltd., said that the princess Tang brought home textile products with the latest R & amp; D integration of traditional Chinese culture and fashion elements. There are gentle and delicate digital printing products in the south of the Yangtze River and beautiful scenery in the water and countryside.

Products.

Princess Tang completely subverted people's impression of traditional Chinese home textiles, which was refreshing.

Tang Ligang said: in the future, Datang princess will carry out more cross border integration and develop multi plate integration with silk, porcelain, sofa, curtains, furniture and so on, and build the development pattern of large household and home textiles.

It is understood that Jiangsu Datang textile attaches great importance to its own brand building, forming a "Datang Princess" home textile brand, "YAGE Shi man" clothing brand, "hehe Datang", "Boeing blue" silk brand, and "three carriages" are neck and neck.

The Datang home textiles series, which combines traditional Chinese culture and fashion elements, style, or warm and rich, or mild and delicate, presents a unique charm of Chinese style, which is loved by consumers. Therefore, "Datang Princess" has been named Jiangsu famous brand product, Jiangsu famous brand and so on.

Integration of national elements and fashion elements

The combination of national cultural elements and modern fashion appeal has made a sharp difference with other brands of home textiles with changeable charm. In the fierce market competition, there has been a focus on love, and more than 50 Direct stores and franchises have been set up throughout the country.

At the same time, Datang persists in the road of brand development, takes the road of cultural and strong enterprise, and takes the road of technological innovation, taking the road of combining production, learning and research.

The leader of the enterprise, Tang Li Gang, was elected as the "model worker of the national textile industry", "the innovator of Jiangsu textile and garment industry" and "the outstanding contributor to the development of the National Textile Industrial Cluster".

After several years of in-depth pformation and upgrading, the textile industry has gathered in the home textile industry, and has always been accompanied by a serious phenomenon of homogenization.

Only by taking the road of independent innovation, independent brands and independent formats can there be hope for enterprise development and industry development, "said Tang Ligang, chairman of Datang textile.

Tang Ligang believes that "breaking the tradition is innovation, breaking the tradition is pformation!" or the product is leading or distinctive. Datang textile's "customization" is the best proof of the company's strength.

Over the past few years, Datang textile has made a great number of students in kindergartens, primary schools, junior high schools, senior high schools and universities, and has made great contributions to students' clothing and student bed products.

At present, Datang textile has developed the garment customization business to many fields, such as pportation, urban management, safety supervision, drug administration, taxation, market supervision and so on, and has won the market with service and reputation, and the market prospect is very promising.

Differentiated management and core competitiveness

In recent years, Datang textile has continuously enhanced the development of new products and the application of new technologies, making product design more focus on innovation, environmental protection, functionality and culture.

And through cooperation with China Textile Association, Jiangsu Textile Industry Association, Beijing Institute Of Fashion Technology, Soochow University, Jiangnan University and other scientific research institutions and institutions, the postgraduate workstation and design center were established to achieve the combination of production, learning and research.

Tang Li Gang bluntly pointed out that "internal and external economic pressures increased, private enterprises should learn to" borrow strength to make efforts ".

"Innovation driven is high quality, high efficiency, diversity, intelligence, green, service and integration". Tang Li Gang has been doing top-level design. He wants to make Datang a "smart enterprise". "Datang has never been a rigid company. To make traditional products unconventional, the boss himself must first accept new ideas and think clearly and clearly."

The brand has been born, but how to enhance the brand awareness after entering the market, so that the company's long-term development is also urgently needed to solve.

Tang Li Gang implemented the strategy of "four steps" in the process of enterprise development.

According to Tang Ligang, the pformation of enterprises revolves around 4 levels. The first step is the virtual operation mode, and the construction of "no production enterprises". This is the result of Tang Ligang's initial trade.

The second step is to build a dumbbell style business model.

The so-called "dumbbell style" business model is also "two big, small in the middle", that is, re research and development design, sales channels, light production.

The third step is to adhere to the concept of "cultural creation", give the brand culture, and reveal the vitality and competitiveness of the brand in culture.

The fourth step is to take the road of differentiation in the homogenization competition and implement the "Blue Ocean Strategy".

Pluralistic road leads to centennial enterprise

What's the next way to go to Datang textile? Tang's answer is: Pluralistic expansion, and full realization of "science and technology Datang", "brand Datang" and "talent Datang".

The new development pattern of tourism Datang.

In his view, there are numerous articles that can be done behind the "Datang". To achieve the everlasting foundation, the "Datang Industrial Park" is the unswerving direction of the future.

"In recent years, we have begun to build an industrial tourism enterprise structure, relying on the development opportunity of Zhangjiagang Dong Du culture and Huang Si Pu Wetland Park, integrating Datang culture, silk culture, red culture, Dong Du culture and Huang Si Pu ecological culture, and strive to build provincial industrial tourism demonstration sites and cultural demonstration bases."

Tang Ligang briefed reporters that through the integration of research centers, testing centers and exhibition centers (home textiles and Silk Museum), a "large home" procurement center and industrial tourism center were being brewed by Datang textile company.

"Extension is for better focus, diversification is the diversification of similar industries, rather than blindly crossing the boundaries.

Our diversification is to produce a brand combination, otherwise we will lead the enterprise to a blind alley.

Tang Ligang said that next step, Datang will also base itself on the domestic market and move towards the international market and realize the "two legged" walking.

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: Jia Jia, Liang Liping