Chen Lu: Ambition Should Not Be Too Big For Clothing Brand.

For a long time, Dongguan's economic growth is mainly investment driven and resource consuming. Currently, it faces difficulties in land resources being difficult to continue, environmental capacity approaching the limit and energy supply being overburdened.

Liu Zhigeng, Secretary of the municipal Party committee, said that building an innovative Dongguan is a requirement for promoting the dual pformation of the economy and society.

At present, the level of science and technology innovation in the city has such problems as low proportion of high-tech industries, low proportion of scientific and technological personnel in the total population, low investment in science and technology, low technology innovation capability and so on.

With the fundamental changes in the international industrial division, the profit margins of processing trade have been getting smaller and smaller. The advantages of Dongguan have become less and less obvious.

"OEM" is not only a difficult sight, but also a hindrance to the long-term development of Dongguan's economy.

Brand awareness is relatively weak.

The need of market economy is forcing the local manufacturing enterprises to take the road of domestic sales and brand building.

The number of famous brand products in Dongguan is too small, the brand awareness of enterprises is weak, and the lack of independent brands is closely related to the economic structure of Dongguan.

Many Dongguan enterprises are "three to one supplement" processing enterprises, only responsible for processing and manufacturing this piece, and have little interest in "creating brand".

Many bosses in Dongguan have such knowledge: "if the product can be sold, it is useless to sell the brand; if the product is not sold, there is no need to use the brand," "create a brand to invest, push the card to invest, protect the card and invest in it, so instead of taking money to change the brand, it is better to take the product directly for money".

Over the years, the vast majority of private enterprises in Dongguan have lived on the "OEM" or even in the absence of cards. The result of such a "OEM" economy or the unlicensed economy has led enterprises to live only for others or to live on their own. This kind of living law not only makes the enterprises themselves unpractical, because your lifeblood is in the hands of others, and it also makes the whole city live without a bottom.

Feng Xiaoyun, Professor of economics, Jinan University, Dongguan special researcher, said.

Implementing brand strategy

Dongguan's economic structure is characterized by an export-oriented economy. The import of raw materials and the product sales market are overseas. This "two out of the way" economic mode is in a "misplaced" state with the economic pattern of Jiangsu and Zhejiang.

The sales of Dongguan goods in the domestic market are not outstanding, and the brand awareness of the enterprises is not strong. It is very important to implement brand strategy on the road of industrial upgrading.

To this end, the municipal government encourages enterprises to innovate independently, and promotes the development of famous brand driving strategy, especially the eight pillar industries as the key industries to create famous brands, and expand the coverage of famous brands.

The Organization recommends export enterprises such as clothing, furniture, wool, footwear, electrical machinery and other special industries to declare the export brand, becoming the object of the state's key support and development.

We should explore and create regional brands, and focus on the integration and upgrading of 5 industrial clusters, namely, electronic information, clothing, wool, furniture and hardware molds, and promote regional brand construction with industrial upgrading.

Chen Lu, honorary president of Shenzhen Wenzhou chamber of Commerce and vice president of Humen private commerce association,

Don't spread the booth too much.

Because of the urgent need of industrial upgrading, many enterprises have firmly chosen the road of creating their own brands.

Many experts believe that enterprises own their own brands, and they also have the right to speak. In the current economic environment, these enterprises are more likely to rely on their brands' influence to turn crises into opportunities.

Then, how should we go on the way to our own brand? Recently, Chen Lu, vice president of the Shenzhen chamber of Commerce in Humen, who first carried the banner of the clothing brand in Shenzhen, and Chen Lu, vice president of the Humen private chamber of Commerce, said in an interview that the brand should not be too big at once.

[success]

Create international women's wear brand

In 1994, Chen Lu, 20, took the first pot of gold accumulated in Wenzhou's clothing trade and established his first company, Tianlun Industrial Co., Ltd. in Humen.

At that time, there were only a few people in Humen's clothing industry and Chen Lu's own brand road.

Today, he is already the founder of the two famous international brands, "Tianlun" and "Xuan Ni".

"At the very beginning, we had our own designers, but the styles of clothing were more borrowed or even imitated by other international brands."

Chen Lu said that at that time, most of the clothes in Humen were subcontracted to others, and there were not many people who consciously built their own brands.

By 1997, Chen Lu did not need to rent a workshop.

This year, he invested 40 million yuan to build Tianlun garment industrial park in Humen, covering an area of 40 thousand square meters, and embarked on a large-scale development road.

[failure]

Investing in drinks carries heavy debts

Chen Lu's first failure was in 1999.

At that time, Jianlibao's success led him to see the prospect of the beverage industry. He plunged into the beverage industry and built his own brand, and invested 1 million yuan to hire Kenny Ho as the spokesman of the image.

"The funds we put in are not collected, and we find ourselves in the wrong way."

Chen Lu said that his failure in the industry led to his failure.

Chen Lu, who has suffered setbacks, has returned to the familiar field of clothing, but waiting for him is another failure.

At the end of 1999, he invested another 1 million 500 thousand yuan. This time, he wanted to build an international brand of women's clothing. He applied "Xuan Ni" to the United States for registration, and hired Liu Yang, a hot designer at that time.

In March 2001, Chen Luhua launched a grand press conference on "Xuan Ni women fragrance" in Beijing's China International Fashion Fair. 50 top models at home and abroad are most interested in the most romantic fashion.

High profile did not bring Chen Lu high sales.

He tasted second failures in 3 years.

Because of the excessive positioning, because of the deviation between design and market demand, "Xuan Ni" is not selling well, and he has a high debt.

[lesson]

It's not too big to start a brand ambition.

"At the beginning of my career, I always wanted to rush ahead because I was too smooth. Now I think it may be too ambitious."

Chen Lu said, do not start thinking about the national market or the global market at the beginning. If the sales channels are not enough, you will be dragged to death.

He believes that the way to drink drinks should start with the Humen market, and lay the foundation. It is the right way to push the country step by step.

Subsequently, he made a new market positioning for "Xuan Ni", and set up a design team composed of 70 people, which was completely designed according to the market demand, and finally came out of the predicament and made profits again.

After getting out of difficulties, Chen Road learned lessons and began to build "famous store" brand step by step in the field of commercial real estate.

In 2004, Chen Lu and his close friends spent about 50000000 yuan on the acquisition of Humen boutique fashion mall, and then reproved the overall planning and reconstruction of the surrounding 15 houses.

In October 2007, the "famous fashion shop" was completed and opened in Humen, and became the most popular fashion mall in the city.

In 2006, Chen Lu and his business team again invested 160 million yuan to rebuild the former Humen IRS building as "the famous international Ginza".

The project will open in September 2009.

In 2007, Chen Lu joined hands with his business partners to invest more than 200 million yuan to rebuild the Taiping DaBa Railway Station in Humen.

In February 2008, the shopping mall trial business.

The landmark building, located on the Humen Zhai commercial street, is 10 stories high, with a floor area of 25000 square meters, with more than 600 merchants.

The successful operation of the three major projects of "famous department" has earned Chen Lu a reputation in the industry.

Chen Lu said he is willing to share his experience of building brands with others. In the process of making his own brand, he should not deliberately refrain from cooperating with other brands. Instead of brand theory, he should make the right choice at the right time.