Exclusive Interview With Haining China Leather City

For Haining China

For Zhang Sifeng, a designer based on this land, this is where he realizes his value and creates new wealth of leather.

For the chairman of the Limited by Share Ltd of China Leather City in Haining, at least until now, the name of the city with the triangle center is the cause of his life's struggle.

For the leather industry practitioners in China, these two words represent leaders, explorers and Big Macs. They are the banner they need to look up to and closely follow.

For China's leather and fur industry, Haining is the solid foundation for Chinese leather and fur fashion to seek the right to speak in the world.

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Haining has different meanings for different people.

Perhaps the most realistic is that for Chinese leather fashion practitioners, approaching Haining and entering Haining will be the guarantee for future self development.

When it comes to Haining, we must mention Haining's China Leather City, and talk about Haining China Leather City. We will also talk about every step that a person and he leads Haining China Leather City out of.

But the man said, "I do everything I want to do, instead of doing it actively. My job is to explore trends and practice ideas with them."

That man is.

He said that in the Chinese market, most of the commodities are usually only 3 months in blowout period, but the blowout period of fur is not so short, and it can still fire for ten years from now on.

Reporters followed closely. What will Haining do in ten years? What will be the Chinese leather city of Haining? What will China's leather and fur industry be like? What will you do? He smiles but does not answer, but describes in detail the layout of the China Leather City in Haining, which was three or four years ago.

Perhaps, at the same time in 2020, 10 years later, at the same time in 2020, he will still be interested in Haining and China's leather industry. He will recall the launch of the comprehensive strategy of China Leather City, which began in Northeast China at the end of September this year.

Perhaps by that time, a magnificent picture had already appeared before him.

Ten years foresight strategic layout

In September 28th, the national leather industry will be attracted by the leather city of Haining again. It is different from the past. This time, all eyes were not focused on the famous place where the tide was falling, but all the attention was focused on the northeast corner.

Invested by Limited by Share Ltd, China Leather City Limited by Share Ltd, located in the special economic zone of the lighthouse Tong Er Bao, covering an area of 147 mu, with a total construction area of 170 thousand square meters, including 160 thousand square meters of four large trading markets and more than 10 thousand square meters of 14 floors of Traders Hotel's Tong Er Bao Haining Leather City, without doubt becoming the autumn high, triggering hot debate in the industry.

This is the first brand export market in the northeast of China Leather City in Haining, and also represents the launching of the national strategy of Haining leather city of China.

"Tong Er Bao Haining leather city will learn from the advanced marketing mode and market management experience of Haining Leather City in China, and combine the advantages of the maternal market, such as industrial advantages, resource advantages, operation advantages and promotion advantages, to lead the leather industry in the northeast region and serve the leather industry."

Such an introduction is very exciting.

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Tong Er Bao Haining leather city and Haining China Leather City are all duplicated, or are there huge differences?

"Tong Er Bao Haining leather city is a clone of the first phase of Haining Leather City in China. However, both hardware and software must be higher than the first phase. From the architectural form, it is very regular without any dead ends, and the layout of the passageway is more reasonable.

Tong Er Bao Haining leather city has three sales halls, one side of Haining; the second leather city of Tong Er Bao has two big LED, only one Haining side; Tong Er Bao Haining leather city has set up 8 main gates; Haining side is two; some two shops in Haining leather city have an average area of 96 square meters, which is generally larger than 66 square meters on the side of Haining; in addition, a parking lot has been built around the Tong Er Bao Haining Leather City, far better than the Haining side of Haining.

It can be said that the Haining leather city of Tong Er Bao has shown great excellence.

You once said: the Haining leather city of Tong Er Bao looks like the fashion from the northeast to the south. Can it be said that this market has changed the pattern and mode of the circulation and consumption of leather products in the northern region? What advanced ideas and ideas will Haining leather city of Tong Er Fort bring to the Northeast market?

"The completion of the Haining leather city of Tong Er Bao will definitely play a great role in promoting the local market, and this is of course a win-win cooperation for both sides.

Our business model is not to engage in commercial real estate development, bought a good house to sell the money, but a long-term business model.

This requires us to play a leading role in this area, keep the attraction of brands and consumers, and have an impact on the whole Northeast market.

Tong Er Bao Haining leather city and Haining China Leather City are promoting fashion elements of leather and fur.

For the northerners, their leather fur clothing has been mainly for warmth for many years, and we have already focused on fashion and leisure, and fashion clothes from the south are very attractive to consumers.

The entry of Haining leather city will change the concept of consumers in this area, so that they can not only pursue the temperature, but also make their world more open with more and richer products.

As far as the current situation is concerned, the whole northeast is looking forward to the opening of Haining leather city.

As the vice president of the China Leather Association, how do you look at the integration of the two major leather and industrial bases in North and South China? What kind of impact will this phenomenon have on China's leather industry?

"The previous pattern of China's leather industry is divided into two parts, including North and South (including Xinji). In general, Haining side is relatively strong, and will play a huge role in promoting the development of their respective industries after joining the industrial bases in the north and South regions.

The northern region will introduce fashionable ideas to change the concept of production and consumption, while Southern enterprises will gain more market share in the face of larger market.

Every industry has competition and elimination, so as to promote the development of all of us so as to improve the content of scientific and technological design in products.

Haining's China Leather City's fashion center opens to the northeast, which will give northeast enterprises a sense of crisis. They have two choices, one is to follow us, and the other is to move the headquarters or design center to Haining, so that it is possible to keep up with the train.

With our strategy of going global, leather goods enterprises in Haining have a very obvious phenomenon this year.

With the strategic expansion of Haining China Leather City in the field, Haining's enterprises will also go out to win greater market share.

Haining leather city of Tong Er Bao is the first step to realize the chain operation strategy of Haining leather city of China. This time, going out and going to Beijing and abroad many times before Haining, showing its own and communicating with peers, is different from purpose to value.

Could you tell us what is the reason for implementing this strategy? What are the difficulties encountered in the process of strategic expansion?

"Tong Er Bao Haining leather city is the first step in the strategic expansion of Haining Leather City in China, but the thought of expanding abroad started three or four years ago.

Through investigation, considering the strength of the leather city at that time and estimating the probability of going out, we think that the time is not yet ripe. In the end, the general idea is that only if the base is strong and big, can we have the hope of success.

There have been many places to seek cooperation, but we have no impulse to go out. We need a trial process, otherwise we will end up with mistakes.

It was not until last year that we made a small attempt of 90 thousand square meters in Jiangsu, and accumulated experience. The quality and quantity of the base construction reached the expected goal.

The 16 year development process of China Leather City in Haining has condensed the enterprises in the leather industry and gained a very precious centripetal force and appeal. Following our money making effect, enterprises also have a sense of trust for us. These three aspects are the basis for going out.

It is also the direct reason for the three businessmen to grab a shop phenomenon in Haining leather city.

Now, there are three risks in going out to run the market. First, the risks of pre construction include negotiation, land acquisition, construction, demolition, breach of contract, layout and so on.

Our risk in this area is very small, because this project is a key project led by the government. It is very clean, and has rich experience in the quality, market layout and balance of construction, while the general company may have great risks. Second, the risk of market investment, from a national perspective, has only 30% new markets in recent years been able to succeed.

Many new markets have made a lot of tricks to attract investment and spend a lot of money on advertising, but the success rate is very low because they lack centripetal force and appeal, and merchants have no trust in them.

The Haining Leather City, built in 166 thousand square meters built by Tong Er Bao, did not spend one cent on advertising and reception costs. It only sent a message on the website, attracting three times the number of stalls, because the well-known enterprises in the national fur and leather industry are following us, and only we are doing this channel, others have no such ability.

Therefore, we are not in the investment business, but in the selection of business, good brands and more, the probability of natural success is relatively high; third, the risk of market sales, who will buy the end of the investment.

Many markets are booming, and they are doing business in a cool and quiet way.

But we do not have this problem. First of all, the cost performance of goods is very high. The same brand, material and style fur clothing market sells for 40 thousand yuan, which can be bought at 12 thousand yuan. So is leather. If there is such a platform in Beijing Tianjin area, it will attract a large number of consumers.

Secondly, in the past 16 years, Haining China Leather City has established a certain reputation and reputation in the industry. Through the development of these years, the brands and products that can not keep up with the times have long been eliminated. Through continuous innovation, Haining's products have been able to meet the needs of the affluent people in the Yangtze River Delta region.

As for difficulties and problems, we can say that any investment is risky. It is false to say that foreign investment is smooth sailing.

The first difficulty for Haining China Leather City to expand outward is that the competition in the new area is actually the competition with the market.

In addition, in terms of the nature of investment, our investment belongs to the investment of the service industry, which is different from the investment of the enterprise. The investment of the service category needs two or three years' incubation period, and many other places prefer to invest instantly, and the mentality of all kinds of eager for success is also a great obstruction.

As for the difficulties coming from the periphery of enterprises, it is unnecessary to say so, but I think all difficulties can be resolved as long as there is no problem in concept. "

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Similar to Tong Er Bao Haining leather city's external expansion strategy, what are the future plans?

"What can be said now is that the market will be built in the Beijing Tianjin region and the Chengdu Chongqing region in the near future. The project in Xinxiang, Henan has begun construction and is expected to open in September and October next year.

In other areas, we have been investigating and investigating, but we haven't decided yet. "

Limited to the business secrets of enterprises, the strategic expansion plan of Haining Leather City, which is revealed by law, is just the tip of the iceberg. It is reasonable to believe that in the map of China, there are red flags everywhere except in East China and Northeast China.

Although similar to the expansion of traditional clothing brands, the development strategy of Haining China Leather City brand is worth considering in the domestic professional market.

Upgrading concepts first

As the best place for Haining River tide, the city of Haining is already a tourism brand. As China's largest and most influential leather professional market and the leading market of China's leather industry, Haining China Leather City has long been a market brand. As the national distribution center of leather clothing, fur clothing, fur clothing, leather goods, bags, fur, leather and footwear, and the distribution center of leather price information, market and fashion trend, Haining's China Leather City is also a brand, a brand that affects the industry's trend.

Whether it is driven by the demand for development of the brand itself or the responsibility of being the leader of the industry, Haining leather city of China is leading the leather industry in Haining, leading the leather industry in China, exploring the future development mode of the professional market, the pformation and upgrading of the leather industry, the fashion of leather fur products, and so on.

There is no doubt that Haining China Leather City is facing the future. It is determined by the spirit of Ren FA, aiming at the direction, speed and intensity of Chinese clothing market and leather industry.

You have discussed the value of brand on the blog many times.

Apart from innovation and technology, brand enterprises are more responsible for leading a better development mode and lifestyle through cultural creativity. In your opinion, how high is the famous brand of Haining China Leather City today?

"Haining China Leather City" brand has gained popularity and influence through the development of 16 years, but generally speaking, it is not as good as domestic and outside the industry.

The influence in foreign countries only stays in the industry, which is much higher than the outside world in our domestic influence. Our influence on consumers is far from enough, and there is a lot of room for improvement.

On the whole, there is still a gap between the height of the brand and the imagination, and the effect should be further expanded. "

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In what way can we continue to expand the influence?

"Continue to promote themselves, and good things to shout, promotion is very important, no matter where the development, promotion will not be short of.

And after the listing, good stock also plays a great role. The name of Haining China Leather City is constantly improving its reputation in the stock exchange.

What do you think is the core competitiveness of Haining's China Leather City brand?

What others can't do is our core competitiveness.

It includes: 16 years of history, the gathering center of leather brands nationwide, the location of the CCTV China fashion trend, the national AAAA scenic spot, the national civilized market, the five star civilized standard market of Zhejiang Province, and the "Zhejiang city 100 million stores without fake demonstration market".

As a leading brand in China's leather industry, Haining China Leather City has made innovations and expansion in many aspects, such as encouraging product R & D and innovation projects, cultivating leather designers and future talents, absorbing international leather brands and joining the domestic leather garment brand enterprises to expand innovation, etc., then what new initiatives will be taken in promoting industrial upgrading and upgrading?

"The most ideal thing is to steadily develop and upgrade with the enterprises and industries. After 35 years, we will go out of the country at the right time and promote the model of Haining China Leather City instead of overseas investment. We will go out with the brand."

Is the brand style center of the opening street and the 72 brands to be built to lay the foundation for this goal?

"The core content of the brand fashion center lies in the design and development of the brand and the construction of the market network. The fundamental purpose of this project is to make the leather enterprises and brands keep up the pulse of the times, promote the process of the design and manufacture of the brand products, and build the national marketing network with the help of professional strength."

In the future, the manufacturing sector of the leather industry in Haining must be pferred away from the gradient. "

That is to say, Haining will be committed to the role of creative center and design center in the future.

"The design ability of China's leather fur industry is scarce.

First, the lack of talent, the whole world does not have this profession; two, the consumer demand for products is not high, only the value of the material itself, a lifetime is enough.

But in recent years, the design level of the whole industry has made rapid progress. The most important reason is that leather and fur clothing have become a part of fashion, not necessarily professional leather fur designers. Many designers are developing creative materials for them.

As far as Haining is concerned, there are over 1000 designers gathered here. The designers were hard to find before, and the enterprises could not afford them. There is no such problem today.

At the same time, Tsinghua University Academy of Fine Arts and The China Academy of Art set up a test base here, leather fur clothing and art colleges and universities cooperation, so that enterprises can see a broader space.

The pformation of leather fur products is to enhance the value added by quality improvement. Haining leather clothing is from low to high, from export to brand. From ODM to OEM, the design content of products is a kind of success.

We can say with pride that the Haining leather goods are already being sold.

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When it comes to design, there is no need to mention talents. What are the plans and goals of Haining China Leather City in nurturing professional talents?

"Before, talent is as important as business, but now we think that talent is more important than business.

In this regard, the practice of leather city is: the combination of talent training and introduction is mainly based on training.

Why? This industry is relatively special, and the talents trained by it are more involved and more emotional in this industry. It does not mean that the imported talents are not reliable, but if you can introduce them to others, you can draw them out, and the talents who have no sense of belonging on the salary can be used unsteadily.

In terms of talent cultivation, we have no ability to build schools, but we find talent training and use in normal operation.

The so-called talent is not that you say talent is talent, first of all, we must discover his ability, find out after training, use after training.

Now we have selected 21 people from the middle level as the reserves of the later talent echelon. They can not be all talents, but as long as we have 70% of them, we will be able to use enough talents every year. "

From the brand fashion center to the designer corridor and other fashion innovation projects, as well as personnel training mechanism, it is difficult to see the traditional professional market traces in Haining China Leather City, these measures are your exploration in the pformation and upgrading of the market?

"In the future, there are only two specialized markets that can survive for a long time, one is the producer market, the other is the consumer market.

Haining is a place of origin, and Tong Er Bao can be regarded as a semi productive land type, which has its own industrial advantages. R & D, design, production, information, trends and talents may all be gathered here.

The consumption type, such as Beijing, Shanghai, Chengdu, Chongqing and other metropolis, has strong consumer groups, which can support the survival of the market.

Based on the industry's consumption, we can ensure our viability.

No matter what type, as a professional market, we must be specialized, sophisticated, choose good brands, and provide good services.

The specialized market should be close to the big market in hardware and service, and the market should be completely marketable. The future market should be a combination of shopping, tourism, leisure and R & D as a whole, guided by happy shopping, entertainment shopping, shopping and shopping guidance.

Although online shopping has a great impact on the professional market, it can not replace the visible market after all. I think there is no survival problem in the professional market in twenty or thirty years. "

However, as a professional market for leather fur, we can not avoid the impact of animal protection, environmental protection and low carbon. What do you think about this?

"From a large perspective, the leather industry is actually not a big pollution industry. It is much better than papermaking, chemical industry, food and steelmaking. Taking Jiaxing area as an example, all leather enterprises have reached the standard discharge, and the enterprises in Haining have entered the two treatment network of pollution, which has not caused much pollution to the environment.

There can be no doubt that some enterprises in the North may not do well in dealing with pollution.

From another perspective, the leather industry is an environmental protection industry. What we do is environmental protection. The leather products used for production are all left over from the production of meat. We use it as a fashion resource, and how can we say it is not environmentally friendly.

If all kinds of leather need not be eaten, that's the real pollution. "

The development of an industry is constrained by many aspects such as concept, production, design, consumption, talent, environment, equipment, etc. but the most important thing is undoubtedly the sense of consciousness, which may be the biggest difference between strategists and tactician, for the handsome and the latter.

From the perspective of conscious decision behavior, can Ren law be called strategist for leather industry in China?