Interview With Li Donglin, General Manager Of Black Peony Group

Moderator: Hello, audience friends. This is the nineteenth Fashion Fair. It's been very fast. I remember the 18 session last year. I also felt a very warm atmosphere here. Now we live in a very pparent sense of glass windows. Now we see the spectators outside, and it is very lively. Let's invite the first guest. He is Mr. Li Donglin, general manager of Heilongjiang black Mudan International Fashion Co., Ltd.

Li Donglin: Hello, everyone.

Li Donglin: the black peony group has a history of 70 years, and its main business is denim fabric. Now we are one of the three largest cowboy fabric suppliers in the world. We provide fabrics for the world-famous jeans. After that, the black peony has been listed in 07 years, so the main business is divided into three parts, one is traditional business, another is urban construction, the other is investment.

Host: black peony has a history of 70 years. You are responsible for the new brand. Is there any other brand of black peony besides this Cowboy brand?

Li Donglin: black peony has been manufacturing for many years, and some businesses of foreign trade, with some changes in our causes and pressure on labor-intensive enterprises, the group made clear in the 08 years when formulating the next five year plan to lead enterprises by brand. Under this premise, three brands were planned, the first is (L) and second ERQ.

Host: you are responsible for ERQ, right? What kind of brand is it?

Moderator: he is also a very young brand, but in such a very fierce market environment, what kind of competitive advantage does he rely on and become more and more powerful in this competition?

　　李東臨：首先我認(rèn)為做成一個事情要有三個方面的配合，第一個是配合，第二個是理念，黑牡丹集團(tuán)有著非常非常豐富行業(yè)資源，面料的研發(fā)，行業(yè)的資訊等等這些行業(yè)的資源是非常豐富，作為一個品牌需要的資本也是資源的一個部分，那么使這個品牌能夠立足成長的另外一個原因是團(tuán)隊，在這個時候講究是團(tuán)隊的寫作，合作，各種高素質(zhì)人才的匯合，更要緊的是在市場上我們也匯集了很多來自全國各地市場區(qū)域性的這些一些強(qiáng)勢的經(jīng)銷商作為我們這個團(tuán)隊的成員，這種理念也是比較新的，把經(jīng)營上也視作我們團(tuán)隊的一員，當(dāng)然后面就是理念，這個理念無論是集團(tuán)所賦予的一些戰(zhàn)略還是我們對于ERQ這個品牌的定位，或者是我們在模式上的一些創(chuàng)新，都是這個理念的體現(xiàn)，大概資源，團(tuán)隊，理念，以及我們所配套已經(jīng)有的集團(tuán)一些支持，使我們這個品牌有一個比

More rapid development.

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Moderator: just now, we talked about some new models of ERQ. It is also a very innovative brand. He is different from the traditional mode. Is this a simple introduction to this distinction?

Li Donglin: first of all, we must admit the first fact.

Moderator: it is equal to distributors and your company on the Internet with you to launch this product.

Li Donglin: we think all the distributors in the country are promoting them, and there is a base for them to sell. We believe that we are brand dealers, so the third advantages of the sales interaction just now are, besides saving money and saving time, we let the difference between the value added part of the brand to the retail value added to the dealer. When the distributor sent the goods to the customer and did the service of the goods, we thought the goods were sold by the dealer. This is simple. Let's go ahead and make a settlement.

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Host: but does the company need to spend more energy?

　　李東臨：我們在討論這個模式的時候我們很多同事都表示反對，為什么，理論上說當(dāng)這個貨賣出去的以后如果我們自己從倉庫里面發(fā)貨的話，這個貨零售部分的利潤我們已經(jīng)賺到了，如果一條褲子如果是三百塊錢，消費(fèi)者要為他付出三百塊錢，這個三百塊錢到了我們賬上了，但是現(xiàn)在我們的模式不是這樣的，我們的利潤要讓經(jīng)銷商賺取，這個模式我們很多同事是反對的，是不理解的，我們的基礎(chǔ)就是我們是品牌商，我們就要要創(chuàng)造這個品牌，要有市場占有力，我們這個錢就是要讓經(jīng)銷商賺，我們認(rèn)為所有的經(jīng)銷商把買賣做紅火了，這才是我們模式，理念上決定了這個模式，第二大點(diǎn)就是做銷售的互動，第三塊互動是在這個服務(wù)上，不可避免的消費(fèi)者買了我們褲子之后，會有因為版型，因為尺碼，因為自己的偏好要進(jìn)行調(diào)換，要修改褲長等等這些服務(wù)，傳統(tǒng)模式

This service is done by our headquarters. Now our improved service is also done by various stores. In fact, customers are God, and every store wants them to serve. We also indoctrate the idea of putting forward a service. Referring to the second item, when we do all these stores for our customers to do this pair of trousers, we consider this pair of trousers to be sold by him. That is to say, if these trousers are sold by us, we will also regard him as the sales. We will settle the wholesale price with him, the profit of retail price, this is the innovation of our mode, and another way of saying is that this is probably the case in three aspects.

Moderator: actually, I feel that after listening to Mr. Li, I think this brand can give a lot of benefits to the dealer. I think it is not easy to have such a long-term perspective. How long has it been implemented now? We really want to know what the effect is now.

Li Donglin: our online business is straightforward. It's not a long time to start. Today is March 28th. It's very coincidence that our ERQ.COM online is just the coincidence of March 28, 2010. Today is our birthday. We have already prepared cake for our exhibition. If the host is interested, you can also go there to share our joy.

This is the line that we started from 2011 to popularize our model online. Frankly speaking, we think our model is advanced and has its own advantages. So the signing rate of our distributors is very high. From east to west, from south to north, Zhejiang part, Anhui part, Shanghai part, Shandong part, Shanxi Province.

Host: the network is all over the country.

Li Donglin: including this time to attend the clothing exhibition is also to further expand our business, more of us also hope our dealers, or future distributors can have more opportunities for communication.

Moderator: I believe that in the long run, he will definitely give up some of his interests. That is for a very long term goal. I believe that the black peony ERQ brand will definitely have a very good prospect in the fashion model of the whole country. Due to the time relationship, this field is here. Mr. Li Donglin is very welcome to our studio.