Wang Wenzong: Ordifen Has Been Jumping For 20 Years.

Wang Wenzong: ordifen Chairman of the international group and director of the Asian Fashion Federation China Committee. In 1993, he moved to Beijing to establish Ordifen international group. In 1995, Ordifen became the first participant. CHIC Underwear brand. ]

In Ordifen's database, the earliest record of CHIC was 1995. Ordifen chairman Wang Wenzong spoke for the first time to participate in the exhibition, with the "stir" to freeze.

"Riot? Not going to walk in the underwear show in 1995?" I heard the word on the phone, I immediately associated with Ordifen's dazzling. Lingerie Big show.

"No, the market was very conservative in 1995. The first time Ordifen participated in the exhibition, the product was very special. How did it happen? I didn't like to wait for the guests to come to the door and take the initiative to attract people. At that time, we put together several standard booths to form a channel, which appeared in the form of dynamic show and static exhibition. The model certainly didn't show underwear directly, and it also covered pajamas on the bra and pants. But it still caused a lot of excitement. When the music rang, the exhibitors came around to see it. This is the first time CHIC pavilion has used live models to show products.

Listening to this story on the phone, my mind flashed out the show effect of Ordifen on CHIC in 1995. After each exhibition, Wang Wenzong took his team to create new creative effects for CHIC. And CHIC is also accompanied by Ordifen skipping around again and again.

In 1995, CHIC came to look for resources.

"In 1993, from Taiwan to Beijing, I founded Ordifen and wanted to make a brand but I couldn't adapt myself to it. It's hard to believe the scarcity of resources. After contacting CHIC, we tried to find partners. It's not just shopping malls, but also advertising companies, photographing agencies, planning companies, and so on, so that Ordifen can really settle down on the mainland.

Landing is a firm idea after Wang Wenzong came to Taiwan to make a brand from mainland China. Now that we choose to open up this market, we must rely on it and rely on it to provide the products most needed by the market. The initial CHIC gave him the chance to land. "In 1995, Ordifen only sold around Beijing, and how to open the market and let more retailers know us. CHIC provided such a platform. Through my presentation, I have attracted many collaborators. At the beginning of those two exhibitions, we harvested resources for channels and promotion. Since then, Ordifen has shown itself in the direction of market changes.

After 2000, we will go to CHIC to find affiliate merchants.

As time passed in 2000, Ordifen has launched underwear wear, water bag bra and Chinese red series products. These creative designs have caused a lot of fluctuations in underwear market and fashion consumption. Products in the shopping mall attention, but also led to a story with the franchisee's fate.

"Agent alliance began to rise in the apparel industry before and after 2000, and brand enterprises realized that they had to face another opportunity. We also began to pay attention to joining this road, this time it started on CHIC. In 2000, Ordifen was again participating in the exhibition. Its direction was determined to seek affiliate merchants, and it lasted for a long time. So far, our close cooperation with Hubei businessmen has been linked to that exhibition. At that time, the businessman always wanted to be an underwear agent. He was too tired to find a way. He heard that there was a CHIC in Beijing. He took his girlfriend and his wife together to see it. One day before the exhibition, they want to go to the mall to see what underwear they sell in Beijing. Suddenly see Ordifen China red. Later, he told me, "I could not move at once." The accident is, second days to CHIC, and saw Ordifen China red, so they did not hesitate to directly locked up to talk about joining. Wang Wenzong said that sometimes it's fate to talk about joining together, but from Ordifen's ties with Hubei businessmen, it is still based on whether the brand culture and product culture can be moved.

With this experience, Wang Wenzong gradually realized the importance of brand culture.

2008, 2011, to speak with culture on CHIC.

In 1998, Wang Wenzong began to think about how to make the brand sustainable and keep the company perpetual. "Only by taking root in culture, can the brand develop smoothly." Then, Ordifen began to grope for its way through cultural travel. In 2008, the direction became clearer. Ordifen began to clearly display and promote fashionable underwear culture from Chinese elements on CHIC. "Around 2006, there were professional underwear exhibitions in Shanghai, Beijing and Shenzhen. This shows that China's underwear market began to accelerate, and this momentum remained until 2008. In 2008, we began to express Ordifen's cultural appeal on CHIC, and also because the brand has matured in channel development. Then the direction we want to create and deliver will naturally be adjusted accordingly. Underwear is a special product. It is not a project of getting rich overnight. It needs to flow and flow, that is, constant consolidation, telling and nurturing. The market will become more active and the brand will continue. Culture played a key role in this process. At the same time, most of the local fashion companies who followed CHIC for nearly 20 years have embarked on the road to brand culture. CHIC itself is also guiding and catering. " Wang Wenzong is still persistent and excited about brand culture construction.

In forty minutes, it is hard to talk about the story of Ordifen and CHIC, but still feel that for Wang Wenzong and Ordifen, their 20 years with CHIC are also the 20 years of the development of enterprise brand.