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Copenhagen Fur: "This World &Nbsp, My Master Ups And Downs"!

2011/1/29 8:59:00 347

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As a big player in the fur industry, Copenhagen The auctioneer of fur company has more than 80 years history. It is the largest fur auction house in the world, holding 5 world-class fur auctions every year, with over 21 million auctions. Mink skin And a considerable number of Fox Skins, lamb, Rex rabbit skin, accounting for 65% of the international fur auction market share, annual sales of 930 million euros. To a certain extent, the hammer price of the auction is the market price of the fur industry in the whole world. Copenhagen is Leather and fur A barometer of the industry. Today, the company is very active in the Chinese market. On the occasion of the thirty-seventh China International Fur leather trade fair, Kenneth Loberg, director of fur marketing in Copenhagen, led his team to China. This reporter took this opportunity to interview him, aiming at revealing the operation and operation of fur giant, and giving some inspiration and reference to his colleagues in the country.

Permeating the world with culture

"In general, the fur industry has been growing, with only slow growth and rapid growth." Kenneth Loberg is very confident about the fur industry, and even in a slow growth state, Copenhagen fur has not slowed down the pace of global expansion, and in recent years it has been more valued in China.

The reason for this is that since the outbreak of the international financial crisis, the European and American countries have been greatly affected and the high-end consumption ability has declined. China's economy is running well, and it has not been hit by Europe and the United States. The Chinese market has great room for development in all walks of life, especially in the luxury industry, including fur. China's fur consumption culture has a long history. It is undoubtedly very tempting for Copenhagen fur to want to nugget the Chinese market.

"In recent years, China has gradually become the most important consumer market for fur in Copenhagen. China's Hongkong and the mainland of China are expected to account for 1/3 of the total sales of the company. And because of the increasing competitiveness of China's fur processing enterprises, some European fur clothing enterprises have transferred processing operations to China to reduce costs, and many of them have been produced in China, and processed into garments. China is our most important market. " Kenneth Loberg said without a word. As a result, Copenhagen fur has set up a representative office in Beijing in 2005.

In January 2007, the confidence and determination of Copenhagen fur to the Chinese market were once again unfolded. The fur design studio was set up jointly with Academy of Fine Arts of Tsinghua University, and a fur leather scholarship was set up in Copenhagen. In the only fur design studio of the National University, students in dyeing and clothing department can design fur with rich fur. Fur production technology developed by Copenhagen fur design center is introduced to students through foreign experts, and on this basis, they constantly improve these technologies to better express their design ideas. Copenhagen fur continued to invest and set up a Designer Award. The award-winning students were invited to study fur design in Denmark.

In January 25, 2007, Copenhagen fur also worked with Haining leather city of China to set up the Haining Copenhagen fur college. Through professional training, it promoted the marketing ability of Chinese leather fashion industry. Subsequently, it also created an "industry alliance" to provide all kinds of training and services to fur producers in China to promote the development of fur industry in Haining.

This alliance mode has also extended to China's main fur production base. So far, Copenhagen fur has signed a cooperation agreement with the Yuyao fur city, the fur trade association and the Lixian County Fur Leather Association to help them further develop the docking of fur products with international standards, and to make use of the superior resources of their design, research and development and information, to provide training services for top management of fur enterprises, such as management, marketing, fur clothing design, fur classification and so on.

A series of moves against the Chinese market indicate that Copenhagen fur is gradually infiltrating the high-end fur culture and helping Chinese counterparts develop through cultural infection, education and training, and lay a solid foundation for future fur market development in Copenhagen.

Kenneth Loberg said: "in 2009 and 2010, it was a tough time for many industries, and the fur industry was also the same. But the fur market in Russia and Greece has begun to pick up. The return of the Greek market will give the fur industry a boost in 2011. So China will be the main battlefield of fur in Copenhagen, and Greece will also be one of the promotion areas. Where there is fur, there is the myth of Copenhagen that we want to achieve on a global scale. " {page_break}

The dominant position is indestructible.

"Today, Copenhagen fur has formed a complete industrial chain, extending from upstream mink farming, feed supply, technology research and mink auction to fashion design, brand development and clothing sales. What we see today is a representation of fur in Copenhagen. There is a lot of work behind this flourishing performance. Copenhagen fur is absolutely dominant in the global fur industry. This is an undisputable fact. Kenneth Luo Bei Ge does not have no pride to say.

The quality rating system is the core of the brand product system construction. The fur quality rating system introduced by Copenhagen fur has established the leading position of the company in the global industry, and has increased the gold content and added value of the product. At present, its quality grading includes four trademarks: the top quality fur is named Copenhagen purple, followed by Copenhagen platinum, Copenhagen wine red and Copenhagen ivory. The quality evaluation system is integrated into advanced technology and 80 years of professional experience, setting up a new global standard for grading the quality of fur raw materials.

At the same time, Copenhagen fur and the International Fur Association and other major fur auction houses jointly launched the origin assurance trademark, which proves to consumers that the raw materials they buy are from fur animals produced by fur farms under strict laws and regulations, rather than raw fur materials produced by very bad fur farms. "Copenhagen fur has its own fur quality trademark. The quality trademark is combined with the origin guarantee trademark. Therefore, if consumers buy fur clothing made from fur raw materials supplied by Copenhagen fur, Copenhagen fur can guarantee two points: this must be a high-quality fur material; raw materials must also be produced under strict supervision of laws and regulations."

Kenneth Loberg believes that the mink quality rating system and the origin guarantee trademark have established absolute authority for Copenhagen fur. Copenhagen fur, as the carrier of the Danish marten market, has been expanding to the high end of the industry chain, such as vigorously promoting the brand building of fur industry, leading the fashion trend of fur clothing, thereby improving the international position of Danish fur clothing and expanding the market share of mink sales.

"Copenhagen fur Copenhagen fur creative design center is designed to enhance the sensitivity of fashion trends, grasp the Copenhagen fur fashion for the right to speak." Kenneth Loberg said. How to get the right to fashion through creative design center? Designers from all over the world, fashion brands and creative experts gathered in Copenhagen fur creative design center, working with the skilled fur technicians to develop new ideas and technologies for fur use. "Inspiration and creativity and creativity come from the international fur and fashion industry." The Copenhagen fur creative design center is leading the fur industry's innovative ideas, while providing the top quality, unusual fur materials and rich fur design and technology samples to the company. The Copenhagen fur creative design center has joined forces with many fur retailers and manufacturers to become a vibrant link to the international fur and fashion industry.

The design product of Copenhagen fur creative design center has been shown to the international media and fashion industry through fashion brands and designers in Paris, Milan, London and New York fashion week. Kenneth Loberg further revealed: "in China, we are deeply cooperating with designers Zhang Zhifeng, Xie Feng and Guo Pei. The three of them have gone to Copenhagen fur creative design center for fur series design. We also regularly develop skills with international brands such as GUCCI and FENDI, and show the design works through fashion show. This form can fully show the luxurious beauty of fur, and let more consumers pay attention to fur, understand fur and love fur, and jointly promote the development of fur industry. " Leveraging famous designers, international brands and terminal retailers is an important step in Copenhagen's fur brand strategy.

In November 2010, Copenhagen fur co sponsored eight outstanding young designers and eight artists in China, collaborating with 24 artists, creating 24 sets of fur styles, achieving a long span of art, design and fur. The exhibition was celebrated in the famous 798 Art District for a month. Designers such as Fan Ran, UMAWANG and VEGAWANG are all amazed at the plasticity and expressiveness of fur.

The Danish model that cannot be duplicated

According to Kenneth, the dominant role of Copenhagen fur in global fashion is not only the strategy of the market, but also the support of a strong team from the beginning of Copenhagen fur.

Copenhagen's fur is mainly derived from mink, and mink is rich in the kingdom of fairytales Denmark. It has the reputation of European cupboards for pork and cheese, but also adds a few noble and luxurious fur to Copenhagen.

When it comes to the favor of mink to Denmark, Kenneth Loberg seems very proud: "healthy and fine variety resources, cool climate in winter and cool summer, and convenient and fresh feed supply are the material conditions to ensure the good survival of animals. All of them are readily available in Denmark. Denmark has very good climatic conditions. This climate condition is very beneficial for breeding mink, and rich mink breeding experience and modern feeding management mode are also essential factors." Denmark seems to be a natural breed of mink.

The mink farming industry in Denmark originated in 1930s, and has been breeding history for more than 80 years. The farming management mode of Denmark is a full market family farm type production mode. The breeding mink of each breeding farm is provided by the designated breeding mink farm, and the feed supply is uniformly processed and unified by the feed processing plant in accordance with the unified standard. This pattern has historical origins: the Danish fur breeding Association (DFBA) was founded in 1927, and by 1937, the association has become the National Association of 4 regional fur breeding associations in Denmark. In 1946, the Danish fur Growers Association founded the Danish fur auction house, and the Copenhagen fur is a consortium of Danish fur auction houses and Danish fur breeding Association. It is a collective owned by more than 1500 members of the Danish fur breeding Association. More than 1500 farmers are shareholders of fur in Copenhagen.

Members of the fur breeding association are obliged to supply fur for Copenhagen fur every year. Kenneth Loberg told reporters: "the most important job of Copenhagen fur is to collect fur. The fur collected mainly includes fur from members of fur breeding Association and fur from other areas." In order to truly reflect the fair and fair trading principles of the company, the sale mode of mink is mainly through the form of auction. The price of fur is agreed between the farmers and the company before the auction. The company sells the fur provided by its members by auction, and the company's profit also comes from the concentrated services of mink's collection, quality grading, auction, technical support and so on, but the market fluctuation of fur prices and the market risks brought by them are borne by farmers. This form of auction is beneficial for farmers to adjust the scale and variety structure in time, reduce transaction costs and market risks according to market changes, maximize the protection of the interests of farms, and relieve the worries of specialization, standardization and scale production mode.

"Auction is an ancient form. After collecting, decomposing and classifying, we sell the most perfect state of fur to customers, and finally create the price of world recognition through auction." Kenneth Loberg explained the whole process of fur auction in a sentence. "But the final fur price is determined by the market."

The sale of fur and auctions is only one part of fur duty in Copenhagen. Social responsibility is a more important and indispensable job for Copenhagen fur. "Guiding the development of the industry, making the fur industry stronger and ultimately achieving the overall prosperity of the industry is a responsibility of Copenhagen fur for the entire fur industry. Copenhagen fur is not a purely commercial organization, and it is not the sole purpose of making profits. We hope that the industry can achieve sustainable development. Speaking of corporate social responsibility, Kenneth lugby is sincere.

"Our company has a special character, that is, the cultural factors of Denmark. Danish people attach great importance to solidarity and mutual assistance, including farmers. This characteristic is also the culture of a company. We care about farmers, employees and all countries with cooperative relations." In order to make people in poor areas of Africa have a better life, they encourage farmers to raise sheep skin and buy fur in Africa. So far, Copenhagen fur has set up 12 kindergartens in Africa. At the same time, it has raised funds to establish hope schools in the west through the charity evening hosted by the Chinese Chamber of Commerce. In Denmark, they provide support to some hospitals to help children suffering from cancer and participate in charitable projects in Hongkong to provide operational expenses for Shenzhen children who need treatment. Copenhagen fur is no longer a mere commercial organization. It has an important responsibility for customers and even the whole world.

Fur has always been considered a luxury in luxury goods. Many consumers believe that wearing fur is a very unenvironmentally friendly behavior, and has been carrying the notorious name of killing animals and being blacklisted by animal protectors. For this reason, Kenneth Loberg has his own set of ideas. "Our farmers pay much attention to the welfare of mink in the process of raising mink, and they even benefit more than any animal feeding. All the things in mink can be used. Fur is raw material for fur, and other things can be used as chemicals. This is a very environmentally friendly substance compared with plastics. Danish mink farming consumes millions of tons of slaughterhouse waste every year, eliminating the difficulty of dealing with it. The fur we sell is all captive animal skins, not killing wild animals. Almost all people eat beef and pork from captivity. People do not worry about eating meat. Why do they think that wearing fur will be a bitter thing? It doesn't seem reasonable. We have strict rules for the acquisition of fur, and do not sell any fur that does not meet the standards of animal feeding. " So let the fur producers have a comfortable life of mink, so that consumers in Copenhagen wearing fur when accompanied by a cheerful mood is also the Copenhagen fur has been performing its duties.

"Now we are gradually guiding the consumers to improve their fur," Kenneth Loberg said. "In the next ten years, fur will be used very widely, so that the mobile phone cover, the tea cup pad and the bedding will be very small. At the same time, the fur will be combined with more fabrics, so that it can be integrated into every corner of people's life."