Wu Jinhai: Helm Of Michelle Cashmere

"2011 China's market share of similar products in the market rankings",

Top three.

This remarkable achievement refreshed the sales record of the emperor and became the real "benchmark cashmere brand".

Cashmere, as a quasi luxury item in garment industry, has been playing a pivotal role in the apparel industry.

The warm winter of 2011 made the cashmere industry provoke a war of smoky sales.

As the youngest brand of cashmere's strong brand camp and the leader of colorful change, the performance of the "cashmere cashmere" has continued to flare in 2011. The market in Beijing, Nanjing, Shenyang, Shanxi and other markets frequently broke out. The unusual sales situation made it stand out from the brand of the second camps, becoming one of the pioneers of "fashionable cashmere" and one of the champion brands.

Behind the high-profile advance of MI Huang's brand, the reporter interviewed Wu Jinhai, chairman of MI Huang.

Wu continued his low-key style and told reporters that "Huang Huang is still very young, and is just willing to make continuous efforts and continuous innovation on the road of exploration.

Entering the 2012, MI Huang will continue to write his own "luxury beauty legend".

In May 2001, in the Zhili town of Huzhou, the cashmere cashmere was formally established. Unlike other cashmere enterprises, MI Huang began to invest 50 million yuan to introduce advanced equipment in Germany at the beginning of his pioneering work, and set a policy of 15% sales revenue for product development.

In addition, we have hired a first-class design team to create "cashmere fashion".

In the early days of the venture, a large amount of cash was undoubtedly a risky move. However, the bold action of that year laid a solid foundation for the success of MI Huang.

As the steer of the enterprise, chairman Wu Jinhai thinks, "product development is the core vitality of the enterprise, and how to find a way out from the current situation of China's cashmere industry is his mission."

As early as 2003, MI Huang took part in the "China Fashion Expo" with the latest design works.

It is exciting that the first time the exhibitor of MI Huang won the "China Cup" excellent design award.

Pierre Cardin, playboy, Goldlion and other international brands have also thrown olive branches, hoping that MI Huang can make OEM OEM for them, but it was rejected by Wu.

The reason is simple: Mi Huang wants to create his own brand.

The aim of MI Huang is to create the first brand of cashmere fashion.

In order to be more close to internationalization and provide consumers with better quality products, in 2004, MI Huang took the lead in importing the world's leading quality control system, and was identified as "quality trustworthy tracking unit" by the China Quality Promotion Association.

In 2008, MI Huang first put forward the "colorful strategy" in cashmere industry to solve the sticking point of cashmere brand development.

It not only made it a leader in the pformation of cashmere brand camp, but also enhanced cashmere's position in the overall garment industry.

In the same year, MI Huang followed the law of the rise of the international famous brand design and introduced the strategy of "star designer" to set up another brand banner for MI Huang.

In 2010, michuang replaced white-collar workers to become the top brands of the Golden Summit awards ceremony. The highest honor of this industry has made Mi Huang worthy of the title of "leading the cashmere colorful era".

In the view of most enterprises, the rapid return of funds is the top priority. Chairman Wu Jinhai told us that "the development of China's cashmere industry needs to attach importance to the design and establishment of its own brand.

In addition to product value, shaping its own brand is the most important thing in shaping its brand value.

However, both product development and brand building require enterprises to invest large amounts of capital and persevere. "

In 2005, MI Huang signed Rosamund Kwan as the spokesperson for the image. It became a sensational news at that time. Although the spokesmen in other industries had become a common phenomenon, the cashmere industry in China was the first cashmere enterprise to invite celebrities to speak.

In 2007, the sale of a cashmere product designed by Rosamund Kwan and the 100 thousand Day Auction of the cashmere product and the donation to the special fund of China's Pink Ribbon were once again the focus of discussion.

At present, these acts of michuang are just ordinary brand public relations, but at that time, this industry, a series of moves of MI Huang were like a heavy hammer in many people's hearts.

It is also from this point that other cashmere enterprises have begun to shape the brand.

When other companies followed suit, MI Huang speeded up the pace of development, and constantly innovating.

In 2008, the cashmere cashmere industry joined the industry's top advisory bodies in the industry to promote the "colorful strategy" of cashmere in the industry, innovate the industry mode, realize the all-around upgrading of the brand, highlight the new position of the brand in the industry at the fastest speed, enhance the status of the "Huzhou plate" in the industry, and inspire the thinking of the overall breakout of the cashmere industry, thus greatly enhancing the brand value of MI Huang.

In 2009, around the "colorful strategy", MI Huang took the lead in working with the Chinese fashion color association to set up the only cashmere color research and development base in China.

Since then, the promotion of MI Huang brand has been intensified. The 2010 and 2011 two China International Fashion Week and the "Golden Summit" designer, Qi Gang, have jointly launched the "luxury beauty legend" michun Qilian high cashmere fashion conference. In 2010, the atmosphere appeared at the China International Clothing and accessories fair.

The media commended: "Michae rewrote cashmere with fashion," and "Mi Huang is the leading brand of fashionable cashmere".

This is also the best affirmation for MI Huang's efforts.

The rise of channel Champions: from "big side hall strategy" to "seed shop strategy"

Since 2008, the huanghuang cashmere has begun to adopt the strategy of "big side hall" in the shopping mall channels to give a more comprehensive demonstration of MI Huang's terminal strength.

Chairman Wu Jinhai believes that since we want to be a leading brand of cashmere fashion, we should match our terminal image and channel strategy.

In 2010, the "Cashmere night" of MI Huang was held in Beijing. A unique and innovative mode of "famous teacher, famous model and famous shop" was adopted to create an innovative mode of opening up the shopping mall channels.

Business managers, channel distributors, industry experts and news media are invited to take part in the event. This has promoted the popularity and reputation of MI Huang in the business system, and has played a strong role in promoting the implementation of the "big side hall strategy".

Since 2011, MI Huang has continued to import the industry-leading "channel 5+2 champion" mode and set up a large number of seed shops.

At present, MI Huang has set up special offices or counters in more than 500 high-end shopping malls nationwide. Its sales network covers more than 20 provinces and cities throughout the country, including Beijing, Tianjin, Hebei, Shanxi, Liaoning, Heilongjiang, Jilin, Shandong, Jiangsu, Henan, Henan, Henan, post, and so on.

For example, in the Beijing market, MI Huang has been in more than 50 large shopping malls, including Xidan, Cui Wei, LAN Dao, new world, Parkson, Changan, department stores, etc., ranking the top three in sales, and has won the "Beijing fashion capital clothing marketing gold medal" award for two consecutive years.

The sale of Cui Wei building was nearly 2 million yuan on the 4 day, and sales reached 800 thousand on the day of the celebration.

At the same time, the sales power of MI Huang's single store is also very strong. Beijing, Xidan, Changchun, Europe, Asia, Shenyang, Zhongxing, Shijiazhuang, North China Mall, Taiyuan Huayu shopping center, Zhengzhou Denis, Nanjing central, Nanjing Golden Eagle, Xuzhou Golden Eagle, new world, Plaza, new century, and Guo Fang Fang Baisheng are among the best sellers.

Among them, Xuzhou Jinying shop, for example: in 2004, in the mall, the emperor only accounted for 230 thousand of the 8 square meters. In a few years, the sales of rice emperor doubled to 8 million yuan in 2011, and the sale of Christmas during the Christmas period was 1 million 70 thousand.

These data are particularly exciting during this short winter.

Zhu Xinjiang, vice president of MI Huang company, told reporters that "cashmere is a conservative industry. Behind the brilliant report card of rice, it embodies the vision, courage and pattern of a helmsman."

The rapid rise of young empress has become a hot topic in the industry.

In a low profile, Wu Jinhai did not forget to give a good wish to the cashmere industry: "there is no precedent for the cashmere fashion in China, and many initiatives need to be explored and practising.

Even now that we have achieved very good results, we still need to grow and accumulate experience.

I believe that in the near future, China's cashmere will go out of its own fashion path.