Persisting In Localization Strategy To Deal With Changes In The International Situation -- Dialogue With Mr. Wang Yong, Chairman Of Ehong Hong Run

Although looking at the international garment industry, the vision of Yi Hong Run has never left the trend of the United States and European fashion, but all the ideas are closely related to the theme of localization.

Shenzhen women's "taking" and "flexibility" in their eyes, is the "Chinese enterprises will be better to do better" a powerful proof, is a good phenomenon, is the sign of the market is gradually mature.

Parity fashion brand is an indispensable part of the brand structure and enterprise development.

Q: what is the motive behind OZZO's "2008? Regeneration"?

Answer: first, internal factors.

"Ernie" brand was born in 1996, and has gone through eleven years.

From dozens of shops to more than five hundred brand shops, from Hongkong design consultant to European design team, from the implementation of "total quality management" to the first introduction of "TPS advanced production system", from "our fashion" to "love fashion", "Ernie" has never stopped and has gone through a successful road of local brand development.

However, despite the development of "Ernie" brand, there is hardly any corresponding change in the brand identity system of "Ernie".

This is to maintain and consolidate the brand image of "Ernie", but to some extent, it has hindered the "Ernie" brand to convey its own value to the target audience more fully.

External factors.

The process of global economic integration is like the irresistible general trend of Qian Tang, and the world has become "more and more flat".

After waking up, the international brands in China's market have flocked to the "levees" that have disappeared.

Fashion has long been the focus of attention.

A group of European fashion giants represented by Zara, H&M and other European fashion giants pursued a fashion of "parity".

The changes in the fashion industry are changing rapidly, and the pursuit of consumers is endless.

Brand must stand at the forefront of fashion, always welcome, and then lead to another round of popular storm.

Under such circumstances, "Ernie" must have a more international brand image.

All these factors combined eventually led to OZZO's "2008 regeneration".

Q: what is the goal of OZZO 2008?

Answer: "Ernie" brand has been committed to creating fashionable life for all women who pursue love and beauty since its birth.

Coincidentally, ZARA, a fashion giant from Europe, is also famous for its "fast fashion" brand.

ZARA relies on an agile market feedback and a fast response supply chain system to continuously launch the most popular fashion in the world.

This is exactly the example of OZZO.

2008 is the year of brand image development of OZZO.

With Ernie OZZO's "2008 regeneration", Ernie OZZO, the international brand from China, will dance on the stage of the world fashion brand, and will eventually become China's ZARA and then become the OZZO of the world.

Q: as you mentioned just now, the trend of globalization of economy and the impact of international brands on Chinese indigenous creativity, how do you think Chinese brands should deal with them?

A: now that we consider any issue of the fashion industry, we should not only start from China's own situation, but also consider it from the perspective of globalization.

We should combine our actual situation to give full play to our advantages and face up to our globalized competitors.

Specifically, there are three adherence:

First, adhere to the doctrine of "bringing in".

At this stage, the gap between Chinese fashion brands and foreign brands can be said to be omni-directional.

In the face of international brands with huge advantages, we can only survive and develop in the fierce competition only by adhering to "bringing in" doctrine, replenishment of our nutrition and strengthening our physique.

Our neighbours, Japan and South Korea, because they are good at "bringing in the doctrine", can achieve the economic take-off from the zero starting situation.

We are fortunate enough to be a latecomer, we can learn from all advanced people, learn their advanced ideas, learn their successful experiences, and even learn from their failure lessons.

Our entire fashion industry, including entrepreneurs, managers, designers and so on, should have an open mind and learn from the advanced technology of our foreign colleagues, and combine our actual situation with "improvement" and "innovation" to catch up with and surpass rivals.

Two, we must adhere to the "flexibility".

The fashion industry is faced with a consumer goods market that pursues individuality and changes rapidly.

To occupy favorable terrain in such a market, it must change with the market changes, or even change before the market changes.

Today's fast growing brand in Europe and even the world is not a very old planned enterprise, but a fast fashion reaction mechanism, represented by the Spanish brand "ZARA".

It takes advantage of its strong and rapid response capability to continuously grow and expand, and constantly encroach on sites that are highly planned and therefore appear to be clumsy and sluggish.

Three, we must adhere to the "localization".

Fashion is a unique cultural phenomenon. It is the carrier and external expression of a national culture and its way of thinking.

A successful fashion brand is the perfect combination of national cultural tradition and modern technology and ideas.

Therefore, to succeed in a market, we must have a deep understanding of the local traditional culture and mode of thinking.

Compared with foreign enterprises struggling to improve the localization of their products and brands, we are naturally localized.

We are familiar with this market, familiar with the customers in this market, and familiar with the cultural background and way of thinking of these customers, because we are familiar with ourselves.