Jia Jia Ai Home Textiles: Full Brand Homework

“The growth of a brand must have rich cultural connotations so as not to quickly lose the team in the competition.” Cao Jieqiang, Hangzhou Jiajia Home Textiles Company, placed the cultivation of corporate culture at the top of the list.

Cao Jieqiang believes that many Chinese companies have experienced the first peak of their business. In the face of numerous opportunities and challenges for enterprises, the company continues to intensively and meticulously grow in the original industry and grow bigger and stronger. Or take the road of diversified development? Or take the brand development? It is against this background demand that Jia Jiaai began to cooperate with colleges and universities in the management of technology and regularly hired experts and professors to give lectures and conduct trainings to improve the employees' self-cultivation and do their homework.

"Corporate culture should not only be a slogan, but also requires the learning and recognition of each employee." Cao Jieqiang believes that "Culture was originally a concept, and then through various mechanisms, it can be officially changed into the behavior of each employee."

In order to create a unique corporate culture of the company, Cao Jieqiang went deep into Qingdao Haier for a six-day study. After returning, Cao Jieqiang realized that corporate culture does not look like a company's growth. The most direct factor, but it is the most lasting factor, the amount of funds, the level of technology, high-quality products, perfect services, and clear-cut decision-making are often based on the deep cultural heritage of the company. As an organizational system, corporate culture has the functions of self-reform, self-control, self-improvement, and self-continuation. The corporate culture is relatively stable by changing the employees' old values, cultivating their sense of identity, and organically uniting the entire organization. The cultural atmosphere condenses into a kind of joint force and overall trend, so as to continuously improve and deepen, form a virtuous circle, and continuously promote the development of the enterprise itself.

While shaping corporate culture, Cao Jieqiang plans to establish 20 chain stores in Zhejiang this year, which will be located in Jiaxing, Hangzhou, Shaoxing, Ningbo, Wenzhou and other places, and strive to build “Jiajiaai” into a provincial brand within 3 years. In order to realize the rapid growth of the company's brand operating efficiency, Jia Jiaai has become one of the strong domestic textile brands. At the same time, Jia Jia Ai also formulated a five-year development plan for the brand strategy. The plan points out that Jia Jiaai wants to integrate indoor soft decoration products and serialize middle-to-high-end fashion curtain products, with support, integrity, and harmony. As a distinctive feature, after the completion of the five-step strategy, by the end of 2010, Jiajiaai will achieve a brand sales target of RMB 300 million.