Gong Lifeng: Witness Japan'S Clothing Brand FKYM Chinese Style Growth

As a real

In 1992, Gong Li Feng, a university graduate, came to work in Fushan Garments Co., Ltd., located in Dalian economic and Technological Development Zone, Dalian.

From personnel

She thanked FKYM for giving her many opportunities to learn.

Thus, this capable and steady girl became the lucky dog who witnessed the Chinese style growth of FKYM men's clothing from scratch.

It can be said that Gong Li Feng knows everything about FKYM, and because of her understanding, she is more confident about the future of the brand.

Gong Lifeng said that FKYM started with windbreaker and has the title of "windbreaker making expert" in Japan.

At that time, the Japanese windbreaker market was almost monopolized by FKYM.

So, when entering the Chinese market, FKYM also chose to enter with a single product windbreaker.

Compared with the original men's wear brand in Japan, windbreaker products from FKYM in Japan are quite fashionable.

But with this advantage, FKYM quickly opened up the market.

Gong Lifeng said that in the two years of 1997 and 1998, FKYM men's clothing can easily create windbreaker products for the first sales market, and Dalian fashion business men almost have a FKYM windbreaker.

However, windbreaks as a seasonal issue of single product sales and many other problems have led to FKYM's disapproval in the Chinese market.

However, Gong Lifeng said that because of these lessons and water trials, FKYM had a series of targeted and strategic readjustment.

FKYM fashion men's clothing has accumulated rich experience in the localization process of Chinese market.

FKYM Japanese clothing eventually positioned its products in advanced business men's clothing, and customers are located in urban upstarts, smart white-collar workers and young middle class.

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In 2000, FKYM began to carry out brand adjustment to conduct in-depth research and data collection for target markets in the northeast and Beijing regions.

One of the main ways is to let consumers who have become FKYM members provide data on their body shape.

With accurate data, the product is adjusted. For example, FKYM's sleeve lengthened two centimeters and the chest circumference enlarged by two centimeters during this period.

Next, FKYM began to adjust and improve the commodity structure, from a single windbreaker product line to product serialization.

At the same time, the adjustment of division of labor and cooperation between the Japanese Ministry and the Chinese branch is designed.

Unlike the original "copy", the adjusted FKYM product design was completed by the design team of China and Japan.

Japan's planning and design department is responsible for collecting popular information, then integrating information and presenting design concepts.

Domestic designers, based on the consumption demand and characteristics of the Chinese market, combine with some popular elements and market selling points of the mainland, and communicate with Japanese designers.

The final design is not only in line with the international trend, but also with Chinese localization style.

"Although the original design creativity is still drawn from Japan, we will combine the national conditions to realize the localization style."

Gong Lifeng said proudly.

Since 2003, the decision power of FKYM and the right to market operation have been completely handed over to the Chinese side.

Gong Lifeng said that the display of FKYM store stores is entirely customer centered, and follows the principle of "easy to see, easy to touch, easy to choose". It does not emphasize luxury decoration, but highlights simplicity. The budgetary funds are used for new product development, and the overall price of FKYM is lower than that of peers, which is beneficial to consumers.

FKYM menswear launches FKYM member salon and develops lifestyle shop; FKYM promises unconditional return; no disturb service is implemented.

It is precisely because of this concept that many domestic high-end shopping malls have extended olive branches to the FKYM brand.

When the Beijing Xinguang World Shopping Center just opened, FKYM was invited to be the first group of partners.

"Our next goal is to strengthen the domestic market network development, plan to achieve 40 self managed high-end boutiques in three years, and explore new profit models, and raise the profitability of the stores."

It is said that a well-dressed man should have at least three windbreaker with different functions and fabrics.

"Using the top domestic and foreign fabrics and integrating the advanced stereo cutting technology, FKYM brings the eastern and Western double style charm.

So men choose windbreaker, of course, the first choice is FKYM.

Gong Lifeng confidently said.

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Interview notes

Q: what is the status of FKYM windbreaker in the international apparel market?

A: FKYM is a famous windbreaker brand in Japan. In many places, it is the same as Burburry from Britain. Unlike Burburry, the brand known as the originator of windbreaker, Japan's FKYM is a postwar pop star.

10 years ago, the FKYM brand was the No. 1 brand in Japanese windbreaker market, and has not been shaken so far.

Q: what are the aspects of the performance of Japanese quality management that FKYM Japanese clothing brands insist on?

A: in addition to ISO international standard, the key point of Japanese quality management is the original 5S management method, which is also the scientific management mode of Japanese clothing industry.

The quality requirements of FKYM are almost harsh in many domestic enterprises. For example, the design of the rain proof cap and the belt used to fasten the zipper inside the zipper must be fixed at 12 needles per 3 centimeters, the process standard is quite rigorous, and the quality of the factory's products is controlled by Japanese technicians.

Q: what aspects of the Chinese green marketing advocated by FKYM Japanese clothing brand?

Answer: there are special recycling points in Japanese supermarkets. After recycling, the waste textile products can be decomposed and made into clothes hangers, thermal insulation and sound insulation building materials and other products.

FKYM, since 2006, the concept of "green clothing marketing" has been launched in China.

I think environmental protection is not a simple garbage collection, but rather a humanized service to the guests. It should be manifested in product development, production and sales.

For example, in order not to affect driving and reduce radiation, FKYM developed a headset casual wear Hand-freeJacket, designed a concealed earphone line inside the front part of the suit.

Q: what is the target strategy of FKYM in the Chinese market?

A: in 1998, FKYM first opened shop in Dalian, and then entered Harbin, Beijing, Tianjin, Shanghai and other senior department stores.

In 2008, FKYM set the market expansion target as the East China market and the Central Plains market.

At present, more than 20 stores in China are located in the first tier cities in China. They are all direct outlets. This can not only guarantee quality and service, but also better carry out the company's policy and collect consumer information quickly.