Qiu Guoyou: Steady Development Brings Up High Quality
Qiu Guoyou, director of business and market development
Brand success is due to stability and integrity.
Moderator: Thank you very much, Mr. Qiu today for taking the trouble to come to Hongkong to accept our interview.
The view is a long history of Hongkong men's wear brand, you have worked for 20 odd years. In your eyes, what are the characteristics of this brand?
Guests: the development of watching Qi started in 60s. He is an old brand in Hongkong. He can develop step by step because of his boss's steady strategy. This is the biggest advantage of Guan Qi.
Nowadays, many enterprises are not doing single industry. For example, some clothing brands will develop into real estate or make financial investments in addition to making clothes.
Another advantage of him lies in his boss's long-term view. When watching the development of every branch, the shop is not bought but rented.
At that time, the overall housing price in 60s could not be compared with that of today.
Therefore, along the way, Hongkong has already developed its own retail business, and dozens of shops are also owned by itself. In the two area, it has made a lot of money to avoid the pressure of inflation plus rent, which is also a place for him to succeed.
Host: what other special places do you think there are apart from this?
Guest: and another successful aspect is the good treatment for the employees. The first is to get more work and more money. The commission he gave is very generous, encouraging the staff to do their best in sales.
The boss is also polite to employees, giving employees great freedom.
I used to be a part-time worker. I've been selling around the southeast for more than 20 years. This has given us great freedom to develop.
So our company has many old employees, many people have worked for more than 20 years, and even more than 30 years.
The boss is very concerned about the staff, so that he can charm the staff to stay.
The staff at the same time, they gave their most popular youth years to the company, but also harvested a very good return.
Moderator: the humane care of the company is the reason why you watched it for more than 20 years. I think this is very rare.
Is this the general condition of the clothing industry in Hongkong, or is it unique to the Fancy Costume?
Guests: Although the enterprises in Hongkong are also seeking profits, there is a set standard for employees' annual performance. If they fail to meet the standards, they may be fired.
But I think Hongkong enterprises are more concentrated than foreign enterprises. There are more brands in Hongkong, which are very concerned about employees, but there are few foreign enterprises.
Moderator: the so-called "one side water and soil conservation" one person, businessmen from different places will have different business practices.
For example, Fujian businessmen in Fujian believe that they will win if they fight. You mentioned that your boss is very stable and not so adventurous. Is there really no risk at all? {page_break}
Honored guests: our boss is more stable than me, so the financial turmoil in Southeast Asia has little impact on us.
The way our boss does business is to have 100 yuan. He only takes 50 yuan to do business. He makes 100 yuan with some domestic enterprises to do business of 1000 yuan and 100 million, and there are different ways to promote business by using other funds to raise funds.
Before we had plans to go public in 1993 and 1994, we later considered that there was a shareholder meeting every year after the listing, so we had to give shareholders a reply, so the pressure was relatively large.
The boss wants to easily carry out his own family business, so he has not listed at last, so it is a more stable method.
Although steady and steady benefits, no other company has developed so rapidly.
This is just like me walking. If you run faster, you will get more pain. If you run slowly, you will have a lower chance of falling.
Moderator: take your boss to do the case analysis.
Hong Kong
In addition to being stable, what other experiences do people deserve to learn from others?
Honored guests: the first advantage of Hongkong businessmen is stability. The second is to talk about credit, to say "one is one, not to mess around" and to have a commitment to the enterprise.
Businesses in some places are not trustworthy, and some even use materials that may hurt customers.
For example, many mainland people go to Hongkong to buy milk powder.
Imported
Hongkong's bosses are honest in their business. They insist on the concept of genuine goods.
Generally speaking, few enterprises in Hongkong are concerned about the safety of consumers in order to make money. For us, the sense of trust of customers is very important.
Host: two points.
Guest: Yes, the first is stability, and the second is integrity.
Early entry into the mainland to seize market opportunities
Compere: now the clothing brands of all parts of the country are dazzling.
Western-style clothes
For the representative of Hongkong, what are the overall strengths and weaknesses of the clothing brand in Hongkong?
Guests: at present, clothing brands in China are roughly divided into three categories: one is Hongkong brand, the other is domestic brand, and the other is international brand.
I think these three brands have their own unique advantages.
In the early 90s, it entered the Chinese market. However, some foreign brands came in later than 2000.
In the early 90s, wages, rents, and other thresholds were relatively low, especially when we were stationed in shopping malls.
Now there must be some guarantee for some new brands, which is harder for new brands.
In the early 90s, we had more than 100 branches in Hongkong, and we also sponsored many well-known TV stations. So when we entered the mainland market, we didn't spend too much publicity. We have gained popularity. This is our advantage.
Of course, domestic brands also have their own advantages. They usually cooperate with local enterprises and raise funds through financing.
It is also their advantage to get local government support, for example, local government departments have to buy clothing, giving priority to supporting local brands.
Hongkong brand does not have this advantage, Hongkong brand depends on product quality, service and advertising to get the market.
This is the difference between Hongkong brand and domestic brand.
International brands are even more different. They are not only more expensive than Hongkong, but also have some import tariffs, and they do not understand our domestic situation so fast.
After all, Hongkong is part of China. We understand the domestic situation better. International brands take a long time to understand China's national conditions.
But foreign brands also have their advantages. Some of the imported international brands are more than 100 years old brands. They have a high reputation and can attract many people who pursue high-end brands in China.
{page_break}
Steady development without blind expansion
Moderator: some media reported that in June this year, the sales ranking of Shanghai shopping malls, ranked the first place.
What do you think of this data? What is the sales situation of the fancy dress now in China? Where are the key markets? What are the future domestic strategies?
Guests: we seldom open street stores in Beijing and Shanghai, especially in Beijing, especially in the two cities.
In Beijing, except for Wangfujing street, it usually enters some large department stores and shopping malls, so there are many shopping malls in Beijing, and their sales are very pparent.
Every month, the sales of all the stores are all counted. In Beijing, we have won the gold medal for men's clothing for many years.
I just checked the data of Shanghai in June, which is similar to that of last year, but last year we were not ranked number one. June is not our peak season. Maybe we have made progress in replenishment products in the off-season.
The second one may also be a list of several group purchase, which just fell on the list of these shopping malls, so that we have a little more than our peers.
But after reading this data, we will not be very happy because we are going to compare ourselves to ourselves and see whether we have improved compared with the previous year, rather than comparing with other brands.
Because our price is relatively high, so now we focus on the development of the first tier cities in China, according to fabrics, materials, matching buttons, and so on, from two, three thousand and one hundred suits, to seven, eight thousand, and even tens of thousands to tens of cases of suits, we also sell.
At present, our domestic development is not to pursue 100 this year, 200 or 300 next year.
Now inflation is very strong, wages are rising too much, rents are rising too much, and it is not a good time to expand blindly in such a high cost era.
In turn, we now have 100 companies. How to make good use of the 100 same stores is the real way to make money.
So in the future, we will focus on product quality and service, and pursue the growth of single store. This is the direction of our future development.
Professional team provides customized service.
Moderator: did you mention that there are more than 10 sets of costumes in the market? Is this a high-end customization? Or is it a tailor tailored to the customers?
Guest: Yes, we may need to send some tailors to the guest office or home to measure the clothes. First we will make some samples. If we dress properly, we will really use the expensive fabrics that he chooses to sew one to him.
All these fabrics are imported, some of them are from Italy, some are from England, and the cost of this fabric is tens of thousands of yuan.
{page_break}
Moderator: now some domestic enterprises are also pushing the concept of advanced customization. How many brands do you think are really made for advanced customization? Will anyone regard the concept of advanced customization as a gimmick for business?
Guests: there are indeed many enterprises in the direction of advanced customization. The earliest international brands have no advanced customization in China, such as HUGO BOSS, which were originally sold for garments. Later, it was found that the shape of wealthy people in China was not very standard, and many standard garments could not be worn, so they began to develop their advanced customization. I think this is a truly advanced customization because their manual requirements are super high.
However, some of the domestic advanced customization has some reservations. I feel that making garments and tailoring are two different things. The production and management of mass produced garments and a set of customized production are different. Therefore, we must have an experienced team to tailor our products.
And the cost of advanced customization is relatively high, especially for some suits of tens of thousands and tens of cases. We will send a professional master to our customers.
Because they spend such a high fee, we want to give him a high-end service. Before and after the sale service must be in place, the guests will feel that about 100000 is worth it, because about 100000 can buy a car almost.
Moderator: do you think the whole custom business of the whole fancy business has a large proportion in the whole business?
Guests: at present, there is little. In the future, we hope to increase this proportion slowly. This has a good space for development.
Now the domestic consumption power is very strong. In some high-end stores in Beijing and Shanghai, there are many expensive leather goods, clothing and watches, and about 100000 of the prices are also selling well.
Moderator: will the focus on promoting this business?
Honored guests: it is not a single focus to develop, we are omnibearing.
For example, when some flagship stores are redecorating, they design an independent clothing store with sofas and coffee and tea, giving guests a very relaxing environment.
In addition, making a suit must communicate with the guests. For example, what is his occupation? What is his personality? What color do he like? What kind of time does he go to work every day? We choose a different fabric according to the different lifestyle of everyone. Communication is very important.
Like a hairdresser, what kind of hair cut is related to your professional personality, so communicate well.
High quality pre sale and after-sale service is not afraid of competition
Host: strange clothes are early into the Chinese mainland market, at that time HUGO BOSS and other foreign brands have not yet entered the Chinese market, so strange clothes can quickly open the domestic senior men's market.
Now that foreign brands have entered the domestic market, do you think they will have a huge impact on the exotic dress?
Guests: there is a shock, especially when we enter some new shopping malls. Many department stores open up the street window design and the location of the door to the international brand.
So they will give foreign brands a big discount, free decoration, rent free for a few months, etc.
Of course, there is competition, there is progress. We are not afraid of competition. We also have our own advantages. Our advantage is that we have a one-stop service.
Each of our franchisees has their own employees, and products are also produced by ourselves. Therefore, we will surely be better than those of international brands before and after sales.
And our efficiency is also higher than them, so we have many advantages that these international brands do not have, and we are also very confident to compete with them.
Moderator: in fact, from the above price, do you have an advantage? Or do you mean that the price is in the same interval?
Guest: we still have the advantage because the same products cost more than our operating costs.
The whole set of international brand clothing is imported from abroad, and customs duties are required.
Although our imports of fabrics are also related to taxes, they are much lower than the whole set of tariffs.
Besides, our producing areas are Guangdong and Dongguan. Our material management is faster than that of them.
There are pre-sale and after-sales service, and our control ability in this area should be stronger than them.
Moderator: that's like local YOUNGOR brands. They are doing well. How much are they compared to your prices?
Guest: almost.
Men's wear, brand view, Western-style clothes, advertising map
Cost control does not mean reducing quality.
Moderator: you mentioned inflation before. Now inflation is particularly serious, including fabric, wages and rents, which are particularly strong. How can we control the balance between cost and quality in the environment of inflation?
Guests: we do not want to expand from the expansion of the number of shops in the development. If we deduct the cost of opening 10 houses to 8 profit margins, we will only open 8, so that we can save the cost.
{page_break}
Besides, in order, we may have 500 flowers or 800 colors before, but now it may be enough to focus on 300 guests.
For ordinary customers, 500 choices or 300 choices are not very different.
But the ordering cost of 300 and 500, as well as the price discussed with suppliers, are not the same, and the terms of negotiation are not the same, so this is also the way to offset inflation at present.
In this regard, we can effectively reduce waste and extrusion costs, which is our way to control costs and quality.
Cooperate with TVB to establish brand image
Compere: we often see the figure of watching the odd western dress in Hong Kong dramas. This also lays the brand image of the fancy dress in the eyes of the mainland consumers. This is also a very unique way of promotion. When did it start to cooperate with TVB's urban drama?
Guest: this started almost in 70s.
Because we are very special and tailored to make clothes. Many films and films are based on the age background. For example, "Shanghai" is 40s, and the costumes for actors must be 40s.
At that time, 70 and 80s, other brands only sold the finished products of the year, even if they wanted to sponsor them, but we could tailor them.
We are fully capable of making the 40s costumes according to their requirements, materials and editions, because we have a team that specializes in making costumes for film companies and TV stations, so they have close ties with them and still have cooperation.
And in this respect, it is not simply sponsorship. We have also recovered the cost.
In particular, the way TVB operates is different from other companies. They are very much in pursuit of the quality of TV play. He hopes that every actor wears the same shape as the body. They have strict requirements and we will try our best to meet their requirements, so we will recover the cost price for each set of clothes, not purely free.
CCTV also once sought our sponsorship, we tactfully refused.
Because if news broadcasters wear our costumes, we need to add 1 million more each year, which is not the same as sponsorship in Hongkong.
Cooperation with film and TV shows is a good way to promote. At present, we also keep the way of sponsorship, and also get very good publicity effect.
In recent years, costumes such as "jewels and treasure" and "let the bullets fly" have been made by us.
We have a good relationship with many famous art directors in the movie circle. They also know our strength, so many large movies are sponsored by us.
They will pay for it, but we only take back the simple cost price.
In this way, we can not only guarantee the cost but also meet their requirements, and also play a promotional role for us.
Targeted promotion of target consumers
Moderator: in fact, in addition to the way to cooperate with the Hong Kong opera is undoubtedly very successful.
But we can see that HUGO BOSS has done a lot of promotional activities or painted pictures on fashion magazines. Do you think you can do this in the form of promotion?
Guests: brand promotion is very important. In our country, we don't spend too much money to do a lot of TV advertising. We will select the location of the store on the street and show our beautiful decorations and signboards, which is our main publicity.
Besides, from the past more than 10 years to now, we will also put publicity in some domestic aviation magazines.
Because this is very suitable for our target audience. There are many business travelers and men who wear business suits. So we focus on aviation magazines and air TV to advertise.
We will also publicize through the Internet. We also have an official website. If some enterprises want to buy Group clothes, then we can see our company's web pages and contact us with a few words.
Moderator: you just mentioned that for the application of the Internet media platform, you are currently promoting on the Internet, mainly focused on the promotion of search engines, and then directly linked to your official website, is this form?
Guest: Yes.
Choose your own fashion.
Moderator: next let's talk about some lighter topics. How did you understand fashion in your fashion industry for many years? What is your usual style of dressing?
Guests: I think fashion is not blindly pursuing the trend. I feel comfortable and happy in accordance with my own life style, but it is fashionable not to lag behind either.
Because the world is changing every day, we need to accept new things. If we still use mobile phones in the past, we must choose the trend according to our needs.
My own dressing style is relatively simple. I pursue a simple and comfortable way, and it is not fashionable to follow this year's fashion. It's mainly about seeing fit.
For example, I must wear a tie before wearing a dress. Now the tide has changed, and I can wear it. It is very relaxing and fashionable.
Moderator: what hobbies do you usually like, and what kind of cultural or artistic products will you like?
Guest: I usually like to play golf.
In art, I prefer traveling photography. Taking pictures can keep a feeling, and keep the time of happy or unhappy.
When we find it together after a few years, we will feel very fresh and warm.
Host: do you think there are any books that can be shared with us recently?
Guest: more than ten years ago, I often went on business. When I got to the airport, there were many bookstores. I would buy some books on management and money value. Now I am more than 50 years old, and I will read lots of books on health preservation in turn.
If there is time and work is not so busy, I hope to read more religious books and Buddhist sutras.
Now I have many friends, and many bosses feel this way. We are already satisfied with material things. So where we should go in the future is still a question mark.
Therefore, if we have time, we should discuss it well, and it is also a positive and very interesting proposal.
- Related reading
Designer He Guozheng Analyzes Fashion Trend &Nbsp, And Talks Freely With The Stars.
|The Chairman Of China'S Apparel Industry: The Competitiveness Of China'S Garment Industry Has Reached The World'S First.
|- Enterprise information | Sheng Hong Effect, Proud Of The Financial Turmoil, Achievement Of The Industry Miracle
- Consumer rights protection | US Companies Are Fined For Selling Children'S Coats With Straps.
- Global Perspective | The Death Of Woolworths, A British Retail Giant
- Clothes & Accessories | Costas Costumes Borrowed French Design
- Enterprise information | GI Fashion Men'S Wear Conference Held In Beijing
- Enterprise information | One Of The Q Releases New Denim Fashion Products.
- Exhibition focus | Next Year'S Situation Is Not Optimistic.
- Global Perspective | Italy'S Textile And Clothing Exports Are Expected To Rise By 1.5% Tomorrow.
- Market quotation | Second Hand Clothing Resurgence Under Financial Crisis
- Market quotation | Wenzhou'S Eighteen Home Enterprises Are In A Bind.
- The Signing Ceremony Of The Henan Business Conference Is Held In Shangqiu, Henan.
- The 10Th Anniversary Ceremony Held By The Hongkong Non-Woven Fabric Association
- 2 Billion Investment To Revitalize Guilin'S Old Textile Enterprises
- The First Private Railway In The Mainland Has Lasted For 10 Years And Has Not Yet Been Completed.
- Borrow Your Girlfriend'S Top Eaves And Your Personality.
- Fujian Service Enterprises Online Become Friends In Nigeria
- Deng Chao Attended Paul And Shark Paul&Shark2011 Autumn Winter New Product Conference To Detonate The Scene
- Hebei Leting Farmers' Claim To Conocophillips Was Rejected Because Of Insufficient Evidence.
- Miriam Yeung Is A Unique Ornament.
- Spring Fashion Week Opens In Melbourne