谈企业战略规划领跑者罗莱突出重围(一)（Talk about the leader of Carolina enterprise strategic planning tight encirclement (a)）.doc

谈企业战略规划领跑者罗莱突出重围(一)（Talk about the leader of Carolina enterprise strategic planning tight encirclement (a)） Faced with a low entry threshold, all competitors in the product design, brand promotion and marketing tools to follow the leading brands of the market, what should you do? Roleys home textiles are facing such a difficult problem. As the leading brand of the Carolina textile has been able to in the strong rise in the market in deus ex, because at the critical moment, it often can be half a step ahead. Now, what in it with foreign giants, the domestic powers and many military infighting continues to lead the break leading? In 1994, Xue Weicheng founded the Royal bedroom supplies Co. Ltd. in Nantong, the brand concept is still very weak, Carolina began to focus on brand building, then, spend huge amounts of money into the CI system in the industry, a pass from mouth to mouth with approbation. In 1998, Zhengzhou Asia as the representative of the traditional department store industry in trouble, Rowley years of operation of the direct store counter mode of crisis, in the face of the crisis, Rowley show decisiveness and prospective extraordinary, first in the industry to import the chain business model, relying on the strong execution of the terminal, Carolina began to grow rapidly. In 2004, foreign brands began to enter the domestic market, the industry wolf came exclaimed. Carolina was discerningly, bold in cooperation with the international brand strategy, with channel exchange and foreign brand cooperation, took the opportunity to cut into segments, while continuing to consolidate Rowley leadership in the industry brand position. 2007, annual sales of 1 billion 800 million yuan, with the Carolina National chain network of more than 1000, and agents of the Australia Sheraton, Disney, France and Italy, still can Lianna Ouyi and other international brand. At the same time, because the housing market booming brought strong demand, coupled with the bedding industry