Zhang Zhifeng And NE TIGER Tiger Tiger's Road To Revival (Map)

Create luxury in China brand In this seemingly unprecedented Road Zhang But found "old friends" - there are too many elements worth exploring in the 5000 years history of China. A literary creation Space.

　　
Is there any luxury brand in China? The answer is almost no exception. "China has luxury goods, but there is no luxury brand."

　　
When the global CEO of Spanish elegant porcelain is dazzling at the Luxury Summit. brand At that time, the Chinese people were in a tumult. "We are all very dissatisfied. China's porcelain has a long history, thousands of years." Zhou Xueping, director of the North District business of CREE international consumer goods industry, was equally unequal, but was defeated by the other side. Elegance conquered the people who loved it by means of story marketing. What about Chinese luxury goods?

　　
"We haven't formed a brand of our own, can Jingdezhen calculate it? China is not yet mature in the development of intangible value, far from the West." Zhou Xueping reflected on the road.

　　
Perhaps someone can respond to this. Zhang Zhifeng and his "NE TIGER tiger" have been working hard to create luxury brands in China, and have gone through 18 years. He wants to build the NE TIGER northeast tiger into the international top fashion brand of fur, evening wear, wedding dress and advanced custom made Chinese dress.

　　
China is a luxury brand consumer paradise, but not a production kingdom. According to the data released by the World Luxury Association, in 2009, the total consumption of luxury goods in China amounted to about 9 billion 400 million US dollars, accounting for 27.5% of the world's total, ranking second for the first time to surpass the United States, and directly to the Japanese market. However, none of the top 100 list of the world's most valuable brands is China brand.

　　
In the face of numerous international luxury brands, Zhang Zhifeng will also speed up the revival of NE TIGER on China's luxury culture.

　　
From a craftsman to a businessman

　　
Zhang Zhifeng, 18, has gone a different way from others.

　　
"I've had so many friends together that my friends have gone to university." After graduating from high school, Zhang Zhifeng gave up reading and started a tailor's shop. "At that time, when self-employed people were not as normal as they are now, they are very few people doing things, unlike now everyone wants to do business."

　　
It is the pressure of existence to let him give up his reading thoughts. "I didn't want anything, just to support my family." Zhang Zhifeng thought of making money to pay his debts, because the family made up the house by borrowing 4000 yuan. Although he is the youngest in the family, he has already taken the responsibility of the boss. He wants to return the money quickly and then go to school. He was the first person to apply for an individual business license.

　　
In 1982, Zhang Zhifeng caught up with the good times. His simple commercial sense of smell has caught the breath of market economy. "Earn two yuan a day in a factory and earn eight to ten yuan per day." Influenced by his mother, Zhang Zhifeng was very good at sewing since he was young. "I do the bell bottoms technology very well. If I cut it to the very end, I will receive 5 cents. I often go out to get some fabrics that you haven't heard of before. Over the years, Zhang Zhifeng became a local famous tailor, and even led Russian "old Mao" to come to order clothes.

　　
At that time, the frontier trade of the people has just become active. Many "old men" have taken a fancy to Zhang Zhifeng's clothes and even ordered them in bulk. He was the first one to make fur leather jacket business in China.

　　
The border trade with Russia helped him accumulate the first barrel of gold. It is inseparable from Zhang Zhifeng's courage to take the lead in the world. He grabbed everything in the first place: first, the self-employed man caught up with the first border trade.

　　
The first person to eat crabs is always good at seizing opportunities. Zhang Zhifeng lost no time to get involved in the boom in getting rich. He contracted a garment factory and began to run between Heilongjiang Mudanjiang and Zhejiang Haining, producing fur clothing to Russia and the domestic market. Zhang Zhifeng remembered that it took him 39 hours to travel from Mudanjiang to Shanghai, one day and a half for a hard seat, and sometimes for standing. Although the profit of clothing is much thinner than that of goods trade, he also sees the advantages of this business: large volume and stable demand. More than a year later, the size of the garment processing plant has reached more than 300.

　　
In 1992, Zhang Zhifeng was no longer confined to the clothing business. He began to expand his business to hotels, shopping malls, and many other fields. His company has been involved in 16 industries at most, and Zhang Zhifeng now acknowledges the blindness and impetuosity of that time. "At that time, the main direction of business was YISHION's money making, and not much consideration was given to the future development of enterprises."

　　
Zhang Zhifeng not only opened a hotel, but also set up a tourism school to train chef. He even opened an accessory company that provided necessities for the hotel. "All the things we use in hotels are produced and sold. When I opened the accessories company, Heilongjiang was my family. When I closed the company in 1999, I became the 149 one.
 

"Polar" transformation from OEM to brand burn

　　
This extensive gold rush is cooling down with the opening door of the country. As the first group of businessmen to go out, Zhang Zhifeng first felt the difference between Chinese and Western brands. "When I went to the United States, I knew that my clothes were also produced by myself, but the price was 8 times different." The experience of Europe and the United States allowed Zhang Zhifeng to see a more standardized business operation.

　　
Zhang Zhifeng thought he was doing a good job in OEM. "We mainly help people OEM, just wait for old foreign orders, do it yourself after the order, and feel good after finishing." But when he saw "the same product is labeled with different brands, the price is different", I was not convinced.

　　
It seems to be an innate learning instinct. Zhang Zhifeng began to study foreign brands while he was making clothes. "I want to buy a shirt in the United States for 200 dollars, and if I want to do it, it will cost at most 15 yuan, which is a cloth coin. People say that this brand is European, that is, it is so expensive, then we will study the brand of Europe. Zhang Zhifeng began to enter the heavily guarded strange world with questions. Initially, he was everywhere, and the luxury industry in Europe and the United States blocked the blockade. When the other party inquired "what brand", he woke up like a dream.

　　
Zhang Zhifeng, who did not concede defeat, was stronger than the brand. He spent 5 years in Europe exploring the history of brand development in the past century. "The United States is still marketing through department stores, and the focus of Europe is monopoly channels. Many small shops are unattractive, but they have existed for hundreds of years. Several generations of people are specialized in making suits, and the Centennial brand of Europe is inherited. " Zhang Zhifeng even invited many local students to help him with his research.

　　
Instead of learning from European brands, he compares the differences between China and the West and draws the essence of the two. "I particularly like to study history. What are our strengths and weaknesses? What should we retain and discard? Gradually, this has formed its own position.

　　
Zhang Zhifeng knows his heart and knows his heart. After he returned home, he decided to take a road of globalization with Chinese brands.

　　
In 1992, Zhang Zhifeng registered the brand of NE TIGER northeast tiger, and cast his sights on the world. NE TIGER northeast tiger has set up a global design and marketing center in France, Italy, the United States, Russia and China Hongkong, and has begun to independently build the international brand of Chinese fashion.

　　
"The raw materials, design and procurement of our products are global, but the brands are not internationalized. I came back from abroad to make a good start in China. The establishment of overseas design and marketing center enables the tiger to have the most cutting-edge design, acutely grasp the global fashion trend, and truly realize the design concept of "merging ancient and modern, connecting China and the west".

　　
In 1997, the northeast tiger NE. TIGER set up the largest leather shop in Asia on the Harbin central street, the "northeast tiger leather world", which was a turning point for Zhang Zhifeng. At the same time, he also thought about the connotation of the brand, "what good brand, good brand is to do fine."

　　
Zhang Zhifeng began to comprehensively adjust the company's strategy and positioning, streamlined many industries that were not related to clothing, and returned to his favorite industry. He slowed down his pace and no longer simply pursued big and strong. "In the past, we emphasized that more people and more factories. At the most time, I have 8 factories and 8000 workers. But he has realized that "expanding production scale, increasing factory buildings and personnel is not what the brand requires." therefore, the company adjusts its direction and concentrates its core strength on making brand names. "Let others do what they want to do, and in other words, it is to realize the management mode of light assets."
 

Inherit and revive from Chinese elements to brand "independence war"

　　
Creating a luxury brand in China is not easy. In this seemingly unprecedented Road, Zhang Zhifeng found "old friends". There are too many elements and creative spaces worth exploring in China's 5000 years of history.

　　
Zhang Zhifeng, who likes studying and sorting out history, thinks that luxuries are not a luxury in China. Ancient silk, tea and porcelain are all luxuries in the international market. However, the development of luxury goods in China has been faulting since modern times. The west is different, not only is the social culture undertaking smoothly, but also the designers' training education comes down in one continuous line and is self-contained.

　　
What Zhang Zhifeng has to do now is to look for the past and inherit the future. "As a fashion designer, I strive to create a Chinese brand, and have been committed to the revival and burgeoning of China's luxury culture." In order to realize the dream of revival, Zhang Zhifeng went to Fudan University to study philosophy, and he enrolled in Peking University to study history. Now he is fascinated by Sinology. The famous stylist Yi Ming said, "it is difficult to insist on making a brand in China. Many designers will swaying, or go to other styles, or copy foreign styles, and Zhang Zhifeng has always insisted that the Chinese style is very rare, which may have something to do with his Sinology."

　　
The story behind Renaissance and inheritance is endless. Zhang Zhifeng often took his colleagues to a small village investigation which might hide the folk experts. I hope you can go to the weaving master.

 

Known as the "saint of weaving", the silk art is a national treasure weaving process with a history of more than 4000 years. Zhang Zhifeng spent years searching for the two "national treasure" master of silk weaving. Today, the company has created seven kinds of silk technology, "Luan Feng" Peony "Chinese clothing" was preserved by the capital museum, which is the first time that the Chinese independent brand has won the honor.

　　
Zhang Zhifeng hoped that through his own efforts, he could protect and carry on the ancient art as long as possible. The company's colleagues visited more than 20 old artists in Suzhou, and they began to learn embroidery since their childhood. The total age is 1572 years old. It is called "thousand year old embroidered mother". The oldest of them is 95 years old. These people can't draw, and some can't even write, but they have the aura of embroidery. "The 95 year old grandmother wears needles without looking at her eyes and wears them with a twist."

　　
"Many entrepreneurs have realized that many of China's great skills are lost, and they have saved these endangered technologies." Zhou Xueping was very sure of Zhang Zhifeng's approach. In addition to finding the lost skills and realizing the design concept of "integrating the past and the present, and connecting China and the west", Zhang Zhifeng's hardship in building the brand is far more than that.

　　
In 10 years, he has invested 300 million yuan. "Three hundred million is definitely not enough." Zhang Zhifeng smiled indifferently, and no short-term behavior could create a century old brand. "You can't make a brand overnight, you must put it in a long line." As Zhang Zhifeng has shown for years, "be patient with loneliness."

　　
To this day, Zhang Zhifeng has no regrets about choosing the way to create his own brand. If he still insisted on OEM, or registered abroad to develop a "foreign brand", profits would be much more generous. "At that time, it was the most costly way and the most stupid way." But Zhang Zhifeng firmly believes that self created brand will be the "best road".

　　
In order to freely gallop in his luxury Kingdom, Zhang Zhifeng even refused some olive branches in the capital market. "I am not arrogant and arrogant. I must not trouble others if I can do anything." But in the long run, he believes that the brand must be internationalized and globalized. "We have to go public, because listing is also the best way to promote, but you have to choose the most suitable opportunity."

　　
Zhang Zhifeng is still waiting for the opportunity, still enjoying the dormant and philosophic thoughts on the lonely journey.