Chinese Standing Collar Is A Design And Business Experience -- Interview With Hong Zhaoshe, Chairman Of Qipai Group.

We are all familiar with the scene: Jet Li wearing a collar of Chinese clothing, upright, steady, elegant, confident and free and easy, this is the true colors of Chinese men - this is the first impression of Qipai men's clothing.

2010

The successful hosting of the US tour is a great curiosity for journalists to this national brand. With this mood, I would like to face the interview with Mr. Hong Zhaoshe, chairman of Qipai group, and explore how the brand of Qipai will occupy a place in the market in the increasingly competitive environment.

Reporter: you advocate

In this process, what is your greatest satisfaction?

What is the most dissatisfied?

Hong Zhaoshe:

Act as

Since its establishment, it has been persistently carrying out the construction of brand culture.

The national spirit is the quintessence of Chinese culture. We integrate the essence of the long history and culture into the brand. The combination of fashion and nation as the image of the world will get the recognition and attention of the world.

It can be said that we have not found any dissatisfaction so far. We are moving along the brand promotion route that we have established.

The integration of brand and culture is not a simple matter. Under immature system, we need to take a long way to systematize the process of brand culture and business integration and push it all over the world.

Reporter: This is the American tour.

What are the effects of brand strategy?

Hong Zhaoshe: Qipai has formed the unique advantages of the brand, especially "

"Has become"

A benchmark.

This time coincides with cultural exchanges between China and the United States. We are deeply honored to be selected as brands and products that are highly branded in China, and can be selected by relevant state departments and foreign parties. But at the beginning, they will also be under great pressure.

We are worried that we will not do what we expected when we represent China.

Therefore, this time we spent a lot of time and cost making elaborate preparations, including the performance part and the gift of the US political leaders.

As a result, our tour in the United States has been a great success.

It is said that many people ask, is there a seven card shop in the United States?

I think this represents the rise of our Chinese power on the world stage.

This also gave me the desire to develop overseas markets, and strengthened our understanding of the brand of Qipai brand.

But for us, the time is not ripe. We really have to go a long way to go out of the country. We need to strengthen and improve all aspects of management, logistics and so on.

When we are mature inside and outside, we will represent China.

Go out!

Reporter: you have accumulated a lot of business classics over the years. What do you think is the most important one?

Besides making money, I think the most important thing is to advocate a new culture and new fashion.

The culture belonging to Qipai belongs to Chinese culture.

Through the experience accumulated over the past few years, I made a summary myself, and formed a set of my own theories, which may be what you call "business classics".

This theory is made up of 5 seven, so I call it the "57" culture. The five seven are: seven insist, seven should be seven, seven want, seven will.

I remember when the seven card order meeting was held in the second half of 2010, I emphasized the "57" at the scene.

I want to tell my development partners that the development of seven cards can not be met by simple sales. Our goal is the next 30 years, countless 30 years.

At present, the competition of Chinese enterprises is becoming more and more intense. At this time, how to recognize the current form and clearly see our shortcomings and opportunities is the most important for seven cards.

Moreover, the development of Qipai has more than 30 years, has accumulated some advantages, but also exposed some deficiencies.

In order to better meet the future development, we must learn to change at this critical moment, even if there is some loss of interest, this is only temporary.

Personally, for more than 30 years, I have been sticking to the front line. I am really stressed. So at this moment, I can not have so much time and energy to care about everything.

So I put forward "to put on the release", I have to stand in the position of a leader, and fully mobilize all departments to cooperate, give full play to their respective advantages, so as to make the pie bigger and do more evenly.

Today, these "Five Seven" contents are mostly formulated for the development of enterprises, and the footsteps of seven cards will never stop. Therefore, I want to work together with our working partners to make enterprises in a systematic, standardized and profit maximization way, and do seven cards that others will never copy.

Reporter: many clothing brands have entered e-commerce, while van customer service has to open a physical store. What is your brand marketing development plan?

No matter from entity business to electronic commerce, or from electronic commerce to entity development, every enterprise has its own development management mode, which is one of the conditions for an enterprise to expand and develop more yuan.

At present, Qipai is still planning for the construction of e-commerce platform. First of all, we must make our development roots and entities stronger, bigger and better.

Then more considerations will be taken.

Reporter: we see that Qipai, whether in terms of image, scale or product, embodies its fashion, sinicization and image of the atmosphere. As a brand name in the clothing brand with strong Chinese characteristics, how does Qipai do this?

"

"From the beginning of its founding, it has strengthened its brand to be of national origin, and is determined to design fashion apparel belonging to the Chinese people.

The collar collar can be found in the costumes of various dynasties in China. "Seven cards" combine the Chinese characteristics with the design of Western-style clothes, forming the design concept of the "seven card" Chinese standing collar.

From the beginning of the creation of "seven cards", I have been insisting on original costumes and leading everyone to do dress research.

The blue and white porcelain series of the 2008 Beijing Olympic Games is led by me.

And I feel very proud of myself.

"Chinese standing collar" will become the most important design feature of "Qipai". Qipai is committed to developing China's own national brand. We must integrate our national characteristics into the overall design.

And this kind of perseverance has made us achieve today's success.

Reporter: now the competition in men's wear market is very intense. Qipai is very successful. What special marketing methods are used in Qipai? Can you give us a brief introduction to the unique marketing methods and ways of Qipai?

I will never say that seven cards have been successful. For a brand, how to make consumers remember and form brand loyalty is a long process. It needs to be tested by time.

How to grasp the needs of consumers and agree on the characteristics of their brands with the needs of consumers is the most important marketing method of "Qipai".

If you want to become a Chinese national brand, you must first satisfy our own people and become a recognized brand by the people, because the future market development must be closely focused on this point.

Reporter: as a very influential, charismatic and visionary entrepreneur in the clothing industry, what is your view on the future of the clothing industry from your personal perspective?

Hong Zhaoshe: China's garment industry is growing and developing rapidly.

Now the major brands are constantly building and upgrading their brands to better integrate into the trend of fashion development.

In such a big environment, brand competition will become more and more intense, and homogeneity will become more obvious.

However, the seven cards will inherit the accumulated brand strengths in the past and continue to grow and improve themselves. We will adhere to the brand's own national cultural advantages, and introduce fashion factors, using the international brand operation techniques and management experience, and gradually build the seven cards into the leader of China's men's wear industry, and hope to one day represent the Chinese men's clothing to the world stage.