Li Yingfang: How Does A Baby Brand Maintain Its Childlike Innocence For 37 Years?

Lin Taisheng, founder of Li Ying Fang, did not expect that the mother's words had made a miracle in the mother infant market.

Lin Taisheng was born in a doctor's family. After graduating from the Department of psychology at National Taiwan University, he went to the United States to study. When he returned to Taiwan, he talked with his mother, and Lin expressed his thoughts of not wanting to ask for help all his life.

The mother told her son that, from a professional point of view, only the doctor did not ask for help, but from the perspective of human life, children are very important. Parents always put their children's needs in the first place, and related businesses can also do nothing.

This remark gave Lin Taisheng the idea of starting a business. In 1971, he was born in Taiwan.

Over the past 20 years, Li Ying Fang has worked hard to stabilize the regional foundation.

After that, it went out of its own territory, and spent 15 years running around more than 100 cities in mainland China. As of May this year, it has 960 retail outlets in 76 major cities, more than 1500 outlets in 90 two or three cities, and tentacles extending to Southeast Asian countries such as Singapore, Indonesia and Thailand. It is expected that this year the number of retail outlets will exceed 1000.

Channels start listing in two places

In 1971, Taiwan's economy had just taken off, and its external demand was very large.

Lin Taisheng took the initiative to locate the early Li Ying room in an upscale channel, selling all imported products.

Then, due to the instability of the source, he sprouted the idea of creating his own brand, but the success of his own brand involved sales and sales volume was also related to the sales point.

In a short period of time, if we want to expand in a large scale, we only use franchised stores.

After testing the water for some time, Lin Taisheng found that the concept of the franchisee was hard to reach an agreement, and the brand loyalty was not enough. He resolutely ended the marketing mode of the franchisee and changed it into a direct camp again.

From all imports to self created brands, from single brand to multi brand, Li Ying house has grown stronger.

At present, Li Ying Fang 70% is mainly owned by direct battalion, with two major self created brands and more than 10 clothing, maternal and infant supplies agency brand.

"When it was founded, Li Ying Fang was just a marketing channel, not a commodity brand.

Using the strategy of channel to drive the brand and using the brand to drive the channel, it is this benign cycle that has become the core competitiveness of Li Ying Fang.

Now the Li Ying Fang has organically combined the two.

However, today's Lin Taisheng has not participated in the actual business management of the company, and occasionally comes to the mainland and does not involve business. He just talks about his ideals with his team.

In 1997, Li Ying Fang successfully listed IPO in Taiwan, and is still the only listed baby company in Taiwan.

This year, the sales target of Li Ying Fang in the mainland market is 750 million yuan, which will be 1.5 times the sales volume of the Taiwan market. 4 years ago, the sales of Li Ying Fang in the mainland market was only 40% of that in the Taiwan market.

At present, the planning of Li Ying house, which has been growing rapidly in mainland China, will seek domestic listing in 2~3 years.

Wave theory and river theory

In the 80s of last century, Li Ying Fang had taken a firm foothold in Taiwan, and Lin Tai Sheng recruits the army and the big Li baby room.

Ye Qixian's joining has become a key figure in Lin Tai Sheng's layout of the mainland market.

Ye Qixian is currently vice chairman of Shanghai Li Ying Fang and has been responsible for the development of the mainland market of Li Ying Fang since the 90s of last century.

As the first master of marketing and circulation management in Taiwan, Ye Qixian has developed two famous theories for Li Ying Fang: wave theory and river theory.

When Ye Qixian explored the mainland market, he found that the circulation environment of the mainland was very different, even though the gap between the different cities in the same province was very large, which led to the same thing not being done by the same concept.

He realized that he had to use the same values and the same thinking, but different strategies and methods to enter different fields, so that he could find a good opportunity.

Ye Qixian said: "we should sort out the experience of success and failure, and copy it to other regions, so as to avoid failure.

This is like the experience of success in the undulating waves, the bottom of which is a lesson from failure.

This is the wave theory.

Because of the drop, the successful experience in Shanghai is not always successful in Northeast China. In addition to the subjective and objective differences in many environments, the temperature factor also inhibits the development of the industry and can not be accepted by different consumers with the same fabric requirements, so the river theory arises at the historic moment.

Ye Qixian divides it into three major rivers, one is the northern the Yellow River basin, and now it mainly relies on the established Beijing branch, which is responsible for northeast, North and northwest businesses.

Next is the Yangtze River Basin, which is responsible for East China, central China and southwest China.

Finally, the Pearl River Basin in the south is mainly related to Southern China's business.

Ye Qixian said that the practice of Li Ying Fang was to gradually advance the two or three tier cities from the first tier cities in the field to the two or three tier cities through the differentiated practices.

At present, apart from Shanghai headquarters and Beijing branch, Li Ying Fang has regional offices in Shenyang, Fuzhou, Guangzhou, Chengdu and Wuhan.

Taking Shanghai as the center

When Li Ying Fang arranged in mainland China in 1993, the first stop chose Shanghai. The main problem Ye Qixian considered at that time was how to let consumers know Li Ying Fang in the quickest time.

He first thought of Disney, who hardly knew Disney in those days, while Disney was the main authorized agent in Asia.

He wanted to gain the recognition of the mainland market for Li Ying Fang with the help of other well-known brands.

At the same time, when local department stores did not know Xiao Li Ying Fang, in choosing channels, he chose to enter high-grade communities and set up stores in prosperous business circles.

In terms of advertising and marketing, Ye Qixian did not have any publicity budget, but worked hard in store decoration, commodity placement and service concept.

Speaking of the opening of the Huaihailu Road branch, Ye Qixian couldn't help saying an episode:

"At that time, we were covered with blankets on the floor. Many guests didn't dare come in when they came to the door. When someone asked me if they could come in, I said, of course.

Then someone asked if they wanted to take off their shoes, and I said, of course not? Script src=>