Zhang Sifeng: Leather Designer Makes Gao Ou Cheng Fashion Hero.

Seize the opportunity: the law of knowing goods is not simply a "proprietor".

Reporter: Why did you think of leather design at the beginning?

Zhang Sifeng: by chance, people who have studied design generally will be in Shanghai and Beijing. I used to do it in Shanghai too.

Later friends introduced here to develop.

More than ten years ago, he came to Haining.

Reporter: I heard that your development has a very deep relationship with leather city. Can you tell me the story?

Zhang Sifeng: in 2000, when we started to shift from simple design to brand making, there were 8 people in the company.

When I bought several machines in the studio, I began to do business, and then the chairman of the market management committee, now the chairman of leather city has come to see me, feel that our clothing design is very good, very interesting, and asked me if I want to open shop in their leather city.

And let me move into the processing park, when our neighbors were selling tens of millions of large enterprises, we also sold a couple of million, I said to Ren general, "I move in and even rent can not afford to", Ren general said, "then you earn money to me again, I am very good to your business, and also look at you."

I thought it was a good opportunity to move in.

After that, Ren gave a good location.

It can be said that the market has brought a very intuitive profit to our enterprises.

In fact, it is not only a brand of "high Europe", but almost all leather enterprises in Haining benefit from this market.

But if I get the support from leather city, I will be the one.

Others are relatively large.

At that time, when he came to see me, he really had the courage to see that he was determined to launch the fashion revolution of leather city and change the development of leather industry.

At the same time, leather city is constantly helping enterprises and leading enterprises to understand the market by setting up platforms.

That is why the success of Haining leather city is the success of Haining leather enterprise.

Leather city has many large and small meetings every year, interacting with our enterprises.

Analysis of the next year's planning, planning the development direction, this is the exchange between leather city and enterprises, but also a kind of support. I think leather city is not only an owner, but also a "Navigator" of Haining leather industry.

Search for space: push

Reporter: with the good opportunities provided by the leather city, what secrets are there for the rapid development of "high Europe"?

Zhang Sifeng: it should be the product's uniqueness and brand awareness.

Before I started the company, I invented the technology of water washing, which was not popularized in the market at that time. For this new technical fabric, it was not recognized at that time.

We all know that the fur coat is bright and bright, and the water washed leather has squashed something like the unearthed relics. How can there be a market? (because technology was not so good at that time, and it was hard to make, so it was like unearthed cultural relics.

However, we insist on popularizing this technology and design. Foreign water washing leather has been accepted, and I believe it will be accepted by the domestic market.

Later, we made continuous improvements in technology and made this technology really "red" in 2005.

Reporter: are they still making breakthroughs and R & D in technology? Like Haining Leather City, is every household own their own shop? Does each have its own leather surface?

Zhang Sifeng: first of all, I think that if an enterprise and brand need vitality, it is necessary to make continuous progress.

We have been looking for breakthroughs in materials, because a product has a life cycle. If it is not maintained, the brand will be hard to maintain.

In today's Leather City, each brand has its own characteristics, but the way of operation is different.

Reporter: can you develop "wash skin" after that? There are many people behind it or you can do it yourself.

Zhang Sifeng: enterprises are pursuing profits. After a technology is up, there will be people following.

It's popular with us, and it's not bad.

But in Haining, many people are still pursuing their own brand features.

Reporter: can you comment on the difference between our current design level and the design of developed countries in the world? Are there any special envious places for them?

Zhang Sifeng: now the gap still exists.

Mainly the design method and culture.

What we see in our design is the shadow of others, but we lack our shadow and our own language.

The real and perfect work of a designer is the embodiment of a national culture.

Japanese clothes are Japanese clothes, and Chinese design is not so mature.

But some brands have been able to express and promote their own ideas.

There are still many excellent designers in our country.

But we should see that selling styles is worthless and valuable is selling our minds.

Reporter: why is it so hard for Chinese design to have its own ideas?

Zhang Sifeng: ha ha, this is like wine, it takes time to store.

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Reporter: what about the field of leather clothing? Is it difficult to express the design idea because of industry problems or material problems?

Zhang Sifeng: there are no problems. It's human problems, consciousness, and cultural accumulation in fashion design.

Foreign designers and bosses are responsible, while domestic designers and bosses are mixed up.

Foreign designers, he made a style, the boss to invest, do a good job depends on whether the boss will operate.

Like our Chinese designers want to have their own style, this can choose to be a boss, in fact, in some ways, this is a loss to the design industry.

Because I am not a good boss, but I am a good designer.

I used to wash the skin as a good thing. It was promoted for a long time and no one wanted it.

Later, simply do it yourself.

At home, there are conflicts between many designers and bosses.

The boss thinks the designer's stuff is not good enough to sell, and the designer thinks the boss has too much vision.

Like now I am running a business, but I still have a lot of time to do my design. I still want to make some breakthroughs in design.

Future development: diversified development, creating value with brand

Reporter: in fact, many luxury brands in the world are developed from a single product, or even a leather product, into a diversified brand empire.

How does this affect you?

Zhang Sifeng: Hermes about one hundred thousand package takes two years to book in advance, we now call our products brand, but only the customer recognized is the brand, and so on two years ahead of time to catch up with the customized package is the brand.

For customers, he has bought more than just one product.

But a brand must have a product that represents it.

Now that I am my own brand, I will diversify in the future.

Now enterprises must recharge themselves and increase their strength.

The ultimate goal is to create value with the brand.

Giving the product's spiritual value can become a brand.

At present, some foreign brands will be placed in the domestic market. Some international second-line brands will come to our side to do so. Our technology can basically meet their requirements.

Doing processing can also bring some learning experience for ourselves.

Reporter: at present, how to allocate the proportion of export processing and brand sales? What kind of planning will it give to its own enterprises in the future?

Zhang Sifeng: I am still sticking to my ideals, so I still focus on my own brand.

We mainly choose a better international brand to do the processing. In fact, it is still for study, not to make profits through export.

At the same time, we also bought an old brand in Italy for more than 70 years, fur and leather clothing, which started from a shoe store.

At that time, I bought this brand because of its design style. This is the brand factor that I value most.

Now we have continued its style, and invited designers from home and abroad to design and develop them together.

I don't think leather products can be made up of a complete brand at last. My goal is to make a full fashion brand with leather as the main product.

This is actually a problem and objective that many enterprises in Haining are thinking about at present.

We are very clear that factories can make you profitable, but only by creativity and brand can we make the future of enterprises. However, to become a brand, there is a very difficult road to go, and more time is needed to sharpen it.