Business Hub – Cairo:
During the General Assembly of the Holding Company for Spinning and Weaving.. Show off its marketing efforts for the products of the Holding Company for Spinning and Weaving “ECH”
During the activities of the General Assembly of the Holding Company for Cotton, Spinning, Weaving and Clothing, Headed by Hisham Tawfik, Minister of Public Business Sector, The ECH Egyptian Cotton Hub, a subsidiary of the holding company, offered The company’s marketing efforts during the last period to promote the products of the subsidiaries, whether from yarns and textiles or home furnishings and clothing.
Selling products under the “nit” and “MEHALLA” brands. Targeting export 60% of production
Khaled Raafat, the company’s general manager, explained that the company’s organizational structure has been completed by including professional cadres from the private sector, with the help of the existing competencies in the subsidiaries, Pointing to the launch of the new brand “nit” for distinguished products of Egyptian cotton with innovative designs that compete with major international brands, Another brand called “MEHALLA” was launched with new designs and competitive prices for the local market. He added that the target is to reach 40% of local sales and 60% of exports. The cotton yarn was first exported with the nit brand as a finished product to some European countries. With regard to the development of direct sales channels to the retail consumer, New trendy designs for home furnishings and apparel are produced by European professional designers, In addition to the development of sales outlets through a distinguished network of modern branches, which creates a distinct atmosphere for shopping that matches the international companies operating in Egypt,
3 branches of “nit” in Cairo and Alexandria.. And two more openings in September
3 branches of the nit brand have been completed in the Korba area of Heliopolis and two wings in the Debenhams chain of stores in Cairo Festival Mall in New Cairo and City Center in Alexandria, Preparations are currently underway to open two branches in Smouha in Alexandria and Mohandessin in Giza, to start work before mid-September.
Soon… Presence in major airports, museums and malls
As well as preparing for other branches at major airports (Cairo – Hurghada), And some commercial malls (Hurghada Mall – Mall of Egypt 6 October – City Stars Mall in Nasr City), and some museums such as the Grand Egyptian Museum and the Museum of Civilizations, And other branches in the cities of Al-Rehab, Al-Shorouk, Mansoura and the 26th of July axis in the 6th of October City.
The first branch of the “MEHALLA” brand was also opened inside the Omar Effendi branch on Makram Ebeid Street in Nasr City. Work is underway to be present in the other distinguished branches of the internal trade companies affiliated to the Ministry of Public Business Sector.
E-marketing and displaying products on global trading platforms
And in the context of keeping pace with the development in sales and marketing operations, especially electronic, MEHALLA products have been published on the Mitcha and Noon platforms, A contract was signed with Amazon to sell “nit” products, starting next July, to increase the spread and expand the customer base in Egypt and abroad. The products were also launched on Ali Baba during June 2022, An advertising campaign was launched to market nit products on social media, And the completion of filming a TV commercial to promote the new brand locally and internationally.
Display of “MEHALLA” products in the branches of internal trade companies
As for wholesalers, It has been contacted with wholesalers and distributors, as they are the most active segment of the current customers, deepening the relationship with the current base of them, and introducing new customers such as major commercial chains. Where it was contracted with the global chain Carrefour to sell MEHALLA products in Egypt and seek to display in other branches in neighboring countries, A contract has also been made with the “Arafa” group and “Fathallah Markets”, and communication with other commercial chains is underway.
Exporting “nit” cotton yarn to some European countries
ECH aims to supply government and private institutions, hospitals, hotels, And private factories working in weaving, dyeing and detailing, whether they desire intermediate products of raw yarns and fabrics, or those wishing to operate services such as weaving, dyeing and finishing, Some of the major hotels have already been supplied, Registration and participation in tenders of a number of ministries, authorities and hospitals.
The supply was also made to a group of major exporters who mainly depend on importing raw materials. Where ECH participated in substituting part of the imports, It also supplied some of the most important international brands in Egypt.
Participation in international exhibitions.. And supplying raw materials to major exporters and international brands
As part of the implementation of the company’s vision to be present in major international and local exhibitions, Since the beginning of this year, “ECH” has participated in 3 international exhibitions of yarn and furniture in Istanbul, Moscow and Frankfurt, It will also participate in the Destination Africa exhibition of spinning, textiles and home furnishings in Cairo during November 2022.