When Xue Weicheng visited St. Kyle's Cathedral in Venice, he was intoxicated by its peculiar art. The choir of the Cathedral began to play the pastoral music, organ music and melodious chorus of Cipriano de Lorai, a famous Renaissance musician in the 6th century. It was ethereal and sacred, just like the sound of nature. The gorgeous colors of music and architecture, the grand music performance ceremony and the beauty of several arts combine to form an amazing artistic effect!
After the music performance, accompanied by the translator, Xue Weicheng exchanged his inner feelings with the church music director. The conversation was relaxed and casual, and Xue Weicheng talked about his confusion. Lechang told Xue Weicheng that although he didn't understand the textile industry, textile was definitely an art of life. All the arts are interlinked, just like the pastoral music of the famous musician Cipriano de Lorelei that he just performed. The artistic form must consider people's feelings, because musicians have a broad mind, so both players and people who have just listened to music are immersed in the artistic realm created by musicians. As long as you are a person, any career will be successful!
Xue Wei's sleeping heart suddenly became clear. At that moment, he realized the direction of his career.
After returning to China, in order to commemorate this wonderful ideological course and the music director of St. Kyle's Cathedral, who opened his door to inspiration, Xue Weicheng named the brand after Cipriano de Lorelei, a famous musician in the Renaissance in the 6th century and the most famous music director in history. Since then, the Luolai brand was born, and the hour hand pointed to 65438+September 0992. Mainly based on European design style, fully embodies the romantic and elegant European brand image.
Consumer group positioning: women are the main group, and the middle-income group aged 22-55 is above. Their lifestyle is to pursue high taste and advocate comfortable, warm and luxurious life. The children's series is aimed at children aged 5- 10.
High-end brands European romance and elegance are the main styles to meet the consumption needs of middle-and high-income people.
According to product functions, "Luolai" products are classified into 1 1, such as luxury suits, European suits, children's suits, blankets, household clothes, cushions, wool bath towels, mattresses, quilts, pillow cores and summer bedding.
According to the color and style, "Lorai" products are divided into four series:
Product series product style
Classic series of high-end products; Elegant colors; Exquisite workmanship and high-grade materials; Sales volume is not limited by season; Obvious embodiment
Raleigh grade;
Elegant series of high-end products; Obviously embodies the style of Luo Lai, feminine;
High-end products in fashion series; Use the current popular elements, colorful but not rich;
Warm series is mainly mid-range; Bright colors and diverse styles;
The retail price of the above products covers the price range from 300 yuan to 15000 yuan, while the retail price of mainstream products (such as warm series) is generally between 500 yuan and 3000 yuan. On the basis of classic elements, inject a certain fashion color into the brand, strengthen the penetration of young target groups and enhance the share in the wedding market; Through a series of brand communication activities, we will continuously inject value elements into the brand, increase the fullness of the brand and gradually realize the brand premium.
Optimize the product structure, improve the quantity and quality of the main stores in Luolai from the source, and improve the profit contribution of the product line; At the same time, we will improve the quality of promotion programs such as new product release, promotion activities, new store opening, membership activities, etc., and ensure that the profitability of single stores is ahead of the industry.