Analysis: KALTENDIN Market Philosophy Of High-End Market Philosophy

In November 2011, the Asia Pacific Economic Cooperation (APEC) business leaders summit was held in Hawaii, USA, following the appearance of the "China Night" in Yokohama, Japan's APEC business leaders summit in 2010. Men's wear Brand KALTENDIN card Dan ton again exerting force, for the us to participate in the APEC activities of the Chinese Business Leaders Delegation some important members, elaborately designed and tailored to make the concierge. clothing - in twenty-first Century, the business leaders and business leaders set up a series of business tailored suits. KALTENDIN card Dan ton once again dazzled the international stage.

In today's market homogenization and increasingly fierce competition, what is the power to make KALTENDIN card dinton menswear become the leader of the international high-end stage? Yan Xiaoqian, chairman of Limited by Share Ltd KALTENDIN dinton apparel company, is an elite dialogue, starting from the positioning of fashion brands, and revealing the way of growth of an international brand for men. brand The development summed up the unique leadership philosophy, which perfectly catered to the high-end demand of target consumers.

Reporter: why do we need to locate the KALTENDIN brand brand in the "advanced customization"?

Yan Xiaoqian: "advanced customization" has a long history in the history of the development of clothing categories. In 1858, the French designer Charles Frederic Worth pioneered in Paris. Its core feature is "tailor-made", focusing on customer needs, focusing on designer services, emphasizing exclusivity and personalization, and selecting top men's fabrics and accessories, all done by hand. It can be said that advanced customization is the highest state of fashion.

With the rapid development of China's economy and the continuous improvement of its international status, a group of high-income earners and political leaders need to present their own identity and accomplishment in the most appropriate fashion on the right occasions. This is the basis for the existence and development of the advanced custom garments in China, which can be said to be the fundamental reason for KALTENDIN card Dun positioning "advanced customization".

KALTENDIN card Dan ton from the initial board, tailoring to the final ironing, all by skilled craftsmen YISHION hand crafted carefully, each garment has to go through more than 600 fine handcraft craft, let the wearer feel the highest wearing comfort brought by pure handwork.

Reporter: in the fierce competition in China's clothing market, where are the advantages of KALTENDIN card Dun? What are the aspects to be improved?

Yan Xiaoqian: not only is the development of the clothing brand, but the growth of any brand must be closely linked with the market demand. The key to the development of a brand is to grasp the psychology of consumers.

KALTENDIN card Dun positioning in senior men's clothing, it requires its target consumer groups in place to understand and grasp. In this regard, KALTENDIN card Dun has deeply analyzed the consumer demand of Chinese political and business leaders, and based on this, integrated the international first-class design resources, operational resources and other production factors, and provided an international first-rate quality image experience for the target consumers. This may be the advantage of KALTENDIN card Dan ton. Whether it is the retail of senior men's formal wear, or the business segment of advanced customization (including enterprise dress housekeeper), it is the largest market growth sector.

Success is obvious to all, but at the same time, there must be a sense of crisis. Especially in recent years, the rapid development of international brands into the domestic market, and the development of the Internet also keep the taste of domestic consumers in keeping with the international fashion trend. All these require the high-end brands of KALTENDIN, such as brand, and so on to maintain their combat readiness at all times. For China's national costume brands including KALTENDIN card Dun, the level of enterprise management is relatively low, and human resources are seriously scarce.

Reporter: in the face of such opportunities and challenges, what kind of development strategy do you have to talk about KALTENDIN card?

Yan Xiao lead: in view of the market competition mentioned above, the KALTENDIN card Dan ton brand has put forward the "internationalization strategy". Based on the comprehensive inspection of the multi market and competitors, we have positioned the strategic goal in establishing "high-end, mature, robust, open and internationalized" corporate image and brand image. With the use of an old word, the international development strategy of KALTENDIN card Dan ton can also be summarized as "four modernizations": universal brand value, internationalization of brand operation, leading technology quality, and industrial chain globalization.

Reporter: from your point of view, the international "four modernizations" development strategy can be regarded as a long-term development goal. Is this objective conflict with the short-term interests of the brand? How do you understand it?

Yan Xiaoqian: the long-term goal and the short-term interest balance is a commonplace problem. It is also one of the most discussed issues in the brand development process. As we all know, enterprise development must take account of two aspects: long term and short term. Drucker, a management guru, once said: managers should not only prepare for future bridges, but also have to build the bridge before arriving, so as not to be caught off guard. If he does not pay attention to the next 100 days, then he will not have 100 years in the future - not even the next 5 years. As management, every decision must be conducive to the current development goals and long-term goals and principles.

Enterprises can not give up long-term goals for short-term interests. At the same time, enterprises should not consider short-term interests simply because they consider only long-term goals. In other words, the relationship between short term and long term is not "one or the other" relationship. Managers must learn to coordinate and balance these two interests. This is a basic management principle that I always wake up to myself, because there is no slightest carelessness in the decision making development of the brand, and there is no chance of "fixing the sheep".

Reporter: the APEC conference in the United States, plus the previous Yokohama Japan APEC conference, has many cooperation between KALTENDIN and the international high-end conference. How did the brand enter these high-end meetings?

Yan Xiaoqian: since 2006, KALTENDIN card Dan ton has been making frequent appearances at the international high-end conference. Many Asian heads of state, dignitaries and business elite tailored their tailor-made clothes. In 2010, KALTENDIN Karl Denton was selected as the only designated dress for the "China Night" of the Asia Pacific Economic Cooperation Summit on the basis of superb quality and excellent brand value. In 2011, the APEC summit, KALTENDIN Karl Denton, once again made brilliant progress with excellent customization technology as one of the most important forces in the "21 economies". Some of the important members of the delegation of Chinese business leaders who participated in the APEC activities in the US attended the annual international conference held in Shenzhen, which was designed and made by the Shenzhen KALTENDIN clothing Limited by Share Ltd. From 2006 to 2008, we were selected as "the only designated clothing of the Boao forum for Asia".

Xie Qing, Deputy Secretary General of the China clothing association, once commented on our holding hands with the APEC Summit: it is the strategic opportunity for KALTENDIN card Dun to go all the way to internationalization. It not only shows the unique activity marketing and the concept of a strategically advantageous position to the world, but also shows the development of China's garment industry from "manufacturing power to creating a great power". KALTENDIN card Dun makes clothing for leaders, but also exports philosophy of leadership to the world, playing an exemplary effect for many domestic clothing brands.

Reporter: at the US APEC conference, what did KALTENDIN KALTENDIN get?

Yan Xiao lead: in just three days' meeting, KALTENDIN card Dan ton has made up a large number of internationally renowned leaders of politics and commerce, including the president of Chile, chief executive officer of Bag NETWORKS, senior vice president of Thailand CENTRAL PATTANA (CPN) real estate group, chairman of Peru Sudamericana de Fibras S.A. company, and chairman of Hongkong PCCW development group. During the APEC summit, KALTENDIN card Dutton released the "KALTENDIN card Dun brand internationalization strategy". After successfully establishing its "high-end, mature, robust, open and internationalized" corporate image and brand image, the first voice of Chinese apparel enterprises on the APEC platform attracted widespread media attention. Michael L.Ducker, vice president of FedEx FedEx CEO and international business leader and APEC business leaders summit, is very much agreed with the international strategy of KALTENDIN card dun. He said that the Bespoke (advanced customization) based on Dress steward (dress manager) business model promoted by KALTENDIN card Dun will revolutionize China's work. The president of the US foundation said that KALTENDIN card dinton is most likely to become an influential menswear brand in the Asia Pacific region.

Reporter: you are Chinese. Garment industry What are the expectations for future development?

Strict small lead: to build a green industrial chain, integrate the world's world-class resources, and cultivate an international brand belonging to China is the development direction and goal of China's garment industry. The competition in the Chinese market is the competition at home. In fact, it is the concrete expression of the integration of enterprises into international competition.