The Gorgeous Turn Of Tradition To Fashion

Interview with Ling Lanfang, chairman of Zhejiang Silk Road Group, happened to see a micro-blog.

Two years of great change

They all say what a leader of an enterprise is like.

In Ling Lanfang's blog, he saw a photo taken by him and Sanping Han before he knew that the Silk Road became the only silk and household strategic partner of the recently launched movie Fuchun mountain.

This big pen indicates that the silk road has really entered the fashion gate.

At present, many brands in home textile industry are still in fierce competition for franchisees. How can we consider cross-border cooperation with entertainment industry? The only thing that is related to the fashion industry is to hire celebrity endorsements.

And the silk road has built up the image of fashion brand first. The image of the products and concept shops of Huan Sha's home textiles will appear in the film Fuchun mountain map, which is very important to enhance and promote the brand influence.

But this is not the biggest gain from cross-border cooperation.

Due to the reasons for the movie, Laurence, a world-renowned fashion artist, visited the home of Huan Sha, and later he said he found a silk treasure house on the silk road.

Ling Lanfang said: "it is a more valuable asset to get such professional approval."

This proves that the efforts of the Silk Road in recent years have not been wasted, and traditional industries can be perfectly integrated with the fashion industry.

As we all know, it was only two years after the establishment of the brand, but its first appearance was in the middle of last year's meeting.

Ling Lanfang himself said: "our brand has achieved today's results in these one or two years."

What has happened in the past two years, can make a brand become the focus of attention of millions of people, and make an enterprise from weakness to strength?

Ling Lanfang said: "the original traditional silk is at the low end of the industrial chain, no brand has no pricing power, and other people do the wedding dress for others.

To change this situation, we have done two things in the past ten years of restructuring and entrepreneurship, one is to make a vulnerable group into a strong enterprise, and the two is to make a traditional industry into a fashion industry.

The pformation and upgrading in recent years can really be said to be a journey of hardships and hardships.

Every enterprise is talking about pformation and upgrading, and how to change is the key.

Transformation of ideology is the foundation of pformation and upgrading.

How to make a brand? How do we view the industry and brand? If we regard the home textile industry and the silk industry as traditional, low-end and inaction, then we will not be enterprising.

Ling Lanfang has tasted the sweetness of merging silk and home textiles. He is also trying to integrate silk home textiles with fashion homes and fashion videos.

He said that to make products into culture, culture should be made into products.

He believes that the life of a brand is culture, and that the soul of a brand must be given.

Can we revitalize corporate brand by changing ideas? Of course not.

He said: "pformation and upgrading is not easy. We must grasp the technological pformation, smash money and work hard, and we must go to the end."

Hermes's Secret

Ling Lanfang said, "making brands is more difficult than grasping technological pformation.

Capital, talent and strategy insist that these three things are more important than the same.

The specific pformation and upgrading strategy of the silk road is to purchase advanced equipment, apply for process patents, employ high-end talents, and improve management level. In short, we need to grit our teeth and tighten our belts to carry out pformation and upgrading to the end.

The results of pformation and upgrading soon appeared, especially at the just concluded Shanghai fabric exhibition.

After several days of exhibitions, the silk road has been rewarding and the volume of contracts has reached the highest level.

The international brands such as Hermes, Prada (Prada) and Ratti have re placed orders on the Silk Road factory, and surpassed the previous amount.

Ling Lanfang said he received the most demanding orders in the world.

On the one hand, the quality of international brands is high. On the other hand, it shows that the technology of Chinese brand silk road is high enough to meet the needs of world-class brands.

"Hermes has never placed orders before. In order to make silk scarves, from farming to reeling to printing and dyeing, they have their own industrial chains. However, their experts have personally inspected our factories and enterprises, and think that we have the ability to provide the same quality products. This order means the recognition of the quality of the silk road.

Ling Lanfang also said, "Hermes is strict enough to take every worker's production process. This rigorous way of making silk scarves does not cost six thousand or seven thousand yuan."

The order of these famous international brands on the silk road is increasing, and the quantity of each batch is increasing. This shows that international brands are more and more recognized for the silk road.

"Our order for November has been fully booked.

If all orders are placed, the production capacity needs to be expanded 4 times.

So we have to select some orders. "

Ling Lanfang said that this is the initial achievement of the four major pformations in the market of equipment and technology. "It shows that we are on the right track for our projects, promoting R & D, changing equipment, recruiting talents, grasping management and expanding the market."

"Reeling grade, fabric quality, home textile brand, enterprises do moral character.

Fabric up, industry breakthrough is expected.

This is a sentence in Ling Lanfang's blog.