Luo Wenliang, Chairman Of Saint West, "Cutting" The Trend Of Europe And America In The East Asian Perspective

People's thinking is sometimes practical and simple. Before receiving Luo Wenliang, the reporter has been thinking that the head of the new brand of Chinese casual men's wear will appear on a kind of outfit. He is thinking that a handsome, natural and quiet man will appear in front of us. He used to wear his own brand of Saint - West men's suit, and his coat is a gray half coat, which is an experience suit specially recommended by designer Kobayashi Unori.

Kobayashi Unori is a famous Japanese designer who has recently worked with St. Prior to the interview, Luo Wenliang has just concluded her trip to Japan. The purpose of her visit is to inspect the Japanese fashion business men's wear market together with design director Kobayashi Unori.

As the East Asian Fashion storm eye, Japan has set off the trend of casual business men's wear five years ago, which is a reference and reference for China's fashion business men's wear.

It is worth emphasizing that this is not a simple overseas cooperation of domestic enterprises, nor is it a bottom hunting behavior after the economic crisis. Luo Wenliang's move is not only the key to the adjustment of the strategic layout of Saint de West, but also has a strong brand origin.

　 Cultivator on "barren" land

In 1989, Luo Wenliang, 22, resigned from the sea and started to make his schoolbags and red scarves. He is diligent and diligent in his pioneering work. He constantly seeks innovative inspiration and refuses to bring ism into practice. He has designed and produced a kind of anti-theft trousers, which has been very popular in the market, and promoted the sale of Saint west trousers to the tenth place in the country. This makes the Hunan Ningxiang County, where Saint West is located, set up nearly 20 trousers enterprises, once known as the "Ningxiang trousers phenomenon".

Approaching the new century, Luo Wenliang has made the development of Saint West from the western trousers brand into a full range of men's clothing brands. Around 2000, the southeastern coast has already formed the trend of rapid development of clothing independent brands. But at the level of relative commercial development, Luo Wenliang, who is backward in Xiaoxiang, always asks himself that transformation is imperative, but how much can he grasp the world?

Luo Wenliang has been diligent and diligent since his childhood, and has always maintained his heart towards perfection and balance. The way he chooses is never the road that others have gone through. He is used to putting his eyes farther away.

Luo Wenliang did not go to Shenzhen and Shanghai to find a way to learn it. He went all the way to investigate France, Italy, Austria and Germany, and conducted extensive exchanges with Paris, Milan, Venice, Vienna, Frankfurt, Sai Si Bao, Munich and other industry giants. Especially after attending the two world's top fashion events in Paris Fashion Expo and Milan fabric Expo, Luo Wenliang has an eye opener.

During his stay in Paris, Mr. Claude Mizle, President of the French men's clothing industry association. During the talks, Meads and Luo Wenliang discussed the development strategy of Saint de West with interest, and gave special recognition to the success and attempt of Saint De's on the core competitiveness. The trip to Europe made Luo Wenliang feel comfortable and clear for the future.

"The more we work on barren land, the more we need to pay more attention and sweat. But remember that today's efforts are for tomorrow's harvest. Since I founded an enterprise, every decision I made has respected a principle and is conducive to the sustainable development of the company. " Luo Wenliang said.

　 Go to France for ten years

Before and after 2001, Luo Wenliang went to France for the two time, and reached a cooperation intention with the famous European designer, Mr. Danny Falai from France. The other side helped him to carry out costume design and business operation management. At that time, such measures were relatively rare in large coastal garment enterprises.

More commendable is that the cooperation between the two sides has been going on for ten years, and is still continuing. Danny Farley often jokes with people that I am married to St.

The cooperation with the first class design institutions in Europe and America brought the revolutionary transformation of Saint de West. Danny Falai brought the international fashion trend to Saint West, so that the growing brand was seen and heard, and received the most pure edification. It had a completely new understanding of the design concept.

Due to Danny's accession, Saint de West successfully designed and developed a series of products that meet the needs of the Chinese market, and integrated the culture of East and West, greatly enhancing the taste of the saint's west brand. At the same time, it enables Saint de si to extend from the original single product with trousers to the suit, trousers, jacket, T-shirt, high-end leisure business suit, sweater, leather goods and other men's clothing products. The pattern of orders brought by the French colleagues has made Saint the west the first crab eating person in the field of clothing. The design concept, process and management and culture of the company have undergone tremendous changes.

Sunday successfully participated in the 2001 China International Fashion Week and won the "best men's wear design award in China". In 2002, it successfully participated in the CHIC Expo, greatly enhancing the image and influence of the saint west brand in the whole country.

　　 Taking Japan to contemplate the connotation of the Orient

After ten years in a flash, Saint West was evaluated by the industry as the most promising Chinese men's wear brand. In 2009, Luo Wenliang adjusted the brand positioning again, and further refined the brand positioning to fashion business men's clothing.

In order to make the world fashion and fashion more in line with oriental aesthetic and physical characteristics, Luo Wenliang decided to learn from it again. This time his eyes fell on Japan. After several visits, Kobayashi Unori, a famous designer, became a guest of Saint West in July 2010.

Kobayashi Unori, 49, from Tokyo, Japan, has been engaged in costume design and research and development, and has founded and served internationally renowned brands such as UKLABLE, BOYCOTT and BADTHREADS. Kobayashi Unori said frankly that this time we joined saint's West, one is optimistic about the economic development of the mainland of China, the two is the huge potential of the Chinese market, and the three is the "international fashion business", which is built by Saint - West, which has broad prospects and is completely in line with its design concept.

Luo Wenliang said that the best choice for designers is whether they share similar interests. Internationally renowned clothing brands have distinctive style and characteristics. At present, the leisure fashion of men's clothing will become the mainstream of the country. Saint West has more than 20 years' focus on the rich details and experience of men's clothing, and is familiar with the development of garment industry in Europe, America and Japan. He asserts that elegance and comfort will be the biggest pursuit for Chinese men in the future.

"You see, I always try to wear different brands of men's clothing and experience the different brands' understanding of the true meaning of clothes. The real intention of making clothing brands will make them feel the deep meaning in casual wear, while the most moving customers are always comfortable, but the most attractive consumers are the charming qualities of clothing." Luo Wenliang said. {page_break}

　　 Creating a sense of happiness in fashion experience

Saint West regards elegance and comfort as a realm to pursue. Luo Wenliang summarizes this brand's pursuit of essence as "creating a sense of happiness for fashion."

Happiness is almost the most yearning of modern society, but the most dare not to touch words. Throughout the contemporary people's life trajectory, the pressure of learning, employment pressure, family pressure everywhere, and life seems to be difficult in a very narrow and narrow space, housing slave, card slave, child slave and other hot words, it gives people a sense of depression. Luo Wenliang deeply analyzed his understanding.

"Clothing with people is what I want to wear. I hope I can pass it to people with a feeling of stretching and no pressure. It can make people feel a kind of caring and caring happiness. I think this is what we all crave, especially for men who struggle more."

The corporate culture of "the symbiotic, the long, the task, the heart", "caring for others, and treating ourselves kindly" are different from those of Luo Wen Liang's interpretation of happiness. "Symbiosis and joint growth" is the common survival and common development of employees and enterprises. "Task and responsibility" is the hope that in the whole development process of the enterprise, employees can enjoy work and enjoy the process, and make products as artworks to create consumers in such a state of mind. The so-called "let the employees themselves become a kind of people who have a sense of happiness, so that they can make clothes that contain happiness.

Luo Wenliang stressed that doing business is not just to be strong and big, but also strong enough. In general, it should focus on "people-oriented", so as to moisten employees with a mild corporate culture.

　 The perfect layout of the two venture

In Luo Wenliang's view, the field of clothing will soon face a new challenge of diversification. In terms of social culture, economic development and other aspects, new requirements will be put forward for clothing brands, and the changing of people's consumption concepts will become faster and faster. Only when goods that are truly in line with the laws of social development and consumers really need, can they get room for existence.

While adjusting the brand positioning, Luo Wenliang is making great efforts to layout the future development of the brand. In 2008, Luo Wenliang invested 540 million yuan to build an industrial park covering a total area of more than 400 mu.

Luo Wenliang set four "gold medals" for the industrial park. First, build a leading manufacturing base. He believes that in the context of the general view that garment manufacturing is losing competitiveness, it will generate a lot of opportunities. Moreover, the textile industry is undergoing gradient transfer. The central region is in urgent need of a high quality garment manufacturing base.

Second, build a state-level technology R & D center. At present, its clothing engineering technology research center is already a municipal and provincial technology research center, and he hopes to make it into the national level technology research center through 5 years' efforts. It will be developed from various aspects, such as edition, surface and accessories, and echoes with the fashion design center of Paris, Tokyo and Shanghai.

Third, create a demonstration park for traditional industries. In the traditional clothing industry, we should use high-tech means and advanced equipment to create a low-carbon, environmental protection, high-tech modern park.

Fourth, create state-level industrial park attractions. Based on the rich humanities and natural landscape in Hunan, the concept of cross boundary is integrated into the garment industry.

The improvement and upgrading of hardware facilities is only a small part of the Roche strategy. The cultivation, reserve and promotion of the brand's soft power has shown Luo Wenliang's courage and breadth.

In recent years, Chinese men's wear enterprises generally show an upward trend. Consumers' demand for fashion casual men's wear has been effectively excavated. However, it does not match that domestic men's wear design talents are scarce, high-quality talents are rare, and enterprises are looking for talent and thirst.

Therefore, after deliberation, Luo Wenliang made decisive decisions and worked with the China Fashion Designers Association for the ten consecutive years to jointly organize the "Saint West Cup China fashion business men's dress design competition". This is the first high starting point, high level and professional men's dress design competition in the industry, and the promise of "ten years' competition" is a great success.

Years of walking in the international fashion industry, Luo Wen Liang has a clear understanding of the gap between men and women designers at home and abroad, but his eyes do not stay in the present. In the face of the future, Luo Wen Liang is very confident in the power of Chinese design: "my confidence comes from the broad and profound Chinese culture, and also from the extraordinary creativity of Chinese people. I believe that once a good platform is established, the combination of the two will produce amazing power."

Interview:

The positioning of clothing derives from accurate analysis, but is its presentation rigid?

Luo Wenliang: the positioning of clothing is a complex research project. It is easier to be measured by some standard indicators. But I think clothing positioning is like soul, but also a gas. Everything has a temperament, atmosphere or atmosphere. A good quality dress will change the overall quality of a person. For the wearer, he will feel the designer's intention and intention from the details. The location of Saint Delhi fashion business men's wear is graceful and comfortable. Elegance often means ingenuity and tighten, and comfort seems to be related to broad and thick lines. What saint's West wants to do is to handle the relationship with difficulty and cleverly, to find a comfortable place for people's body and soul, and to give consumers a hard wearing experience to replace them.

Does the study of Buddhism and Zen influence your business management philosophy?

Luo Wenliang: people need to have faith, and religious belief can be one of them. Religion will make people self-discipline, and it will make people face the world with a more peaceful and intelligent attitude.

Enterprises must be bigger and stronger, otherwise they will be eliminated. Enterprises must be profitable, otherwise they will be irresponsible to their employees and society. Nevertheless, as the helmsman of an enterprise, there is no need to feel so anxious inside, so it is not necessary to make the motive force for the development of enterprises. I think it's good to have fun in everything, and the result will come naturally. An enterprise, even if it is the first in the industry, is just a drop in the ocean. The most valuable and meaningful part in the process of enterprise is to realize the sustainable development of an enterprise and assume responsibility for the staff and the society.

Do you have your own philosophy of enterprise?

Luo Wenliang: doing business is like digging a well and finding water. The well is dug deep, and the water will naturally confluence here. We just need to concentrate on well drilling. The promotion of brand awareness is also the same as that of being a person. Making money is not the sole purpose of an enterprise, but a brand that enables consumers to trust, follow and rely on in a certain field.