The Success Of Environmentally-Friendly Brand Cassini

　　 Ding Gang Shi He is very good at playing. He has played all over China before he was 20 years old, but he has become a workaholic after he started his business. He often has no one day off for several months.

In March 26th, at the launching ceremony of the Earth Hour launched by WWF, people unexpectedly discovered that a clothing company named marasini was standing with Coca-Cola, Volvo, Mengniu, Vanke and other famous brands in the industry to become one of the official sponsors.

This is really interesting. For a long time, most of the sponsors of public welfare activities are the transnational brands that spend money like water, and at the very least they have to be connected with the environment and energy. As a company that does not have much to do with energy and environmental pollution, and two companies that do not have much fame, why does marcasini have such great interest in environmental protection activities such as "the earth lights out for one hour"?

In many people's eyes, this is a typical "losing family" behavior. And I understand. Marccasne CEO Ding Gang is a real "rich two generation", perhaps this idea will become more prominent.

　　 Entrepreneurship proves itself

A few days later, when a curly hair appeared in the blue T-SHIRT+ gray little suit and a pair of skinny jeans with a personality pattern, Ding Gang made the reporter once again subvert the traditional image of CEO.

In conversation, you will find that Ding is more willing to talk about his collocation than boring business.

"I was very dressed when I was little." In order to make their clothes personalized, every time they buy new clothes, Ding Geng always likes to make their own changes, "for example, we must cut some holes in jeans."

This is actually the reason why they want to start their own business. "When they grow up, they really want to have their own clothing store and clothing brand."

Even so, Ding Geng did not rush to decide. Like most of the rich two generation, Ding went to work in his father's factory as soon as he graduated. After six or seven years from the workshop workers, Ding Geng sat in the position of deputy general manager.

For his achievements, Ding believes that what should be done. However, outsiders do not seem to think so. This made Ding Geng feel a lot of frustration: "I always feel that I am doing in my father's business, no matter how well done, my achievements will always be buckled on my father's head. Maybe things are better played in your hands, but this aura is always in the father's generation."

"I don't want to pick up my father's class. I don't want to continue my father's route. I want to do my own thing." Since then, Ding Gang has begun to feel sick of his father's business.

In the 2007, Ding Geng was eager to make his own abilities and values recognized and recognized by everyone. So Ding Gang chose to leave his father's business and start his own business.

In order to prove his ability, in addition to the 5 million yuan of venture capital his father gave him, Ding Geng started from the business registration to team building, and then to marketing promotion, all of them chose to design their own dreams by themselves, "no one's bedding."

Ding Geng tried to prove that his achievements in the future did not come from his parents, but from his own "I have the help of the last generation, not all, but my parents helped me accomplish the original accumulation that I should spend a long time to complete." Ding Geng told reporters.

The choice of clothing is not only a hobby but also an experience of working in a father's factory. He feels that he has always been very talented in design. Moreover, "the shoes industry and clothing industry that fathers engage in are also interlinked in many ways".

　　 do 80's generation Favorite things

How to make clothes different from others is also a headache topic.

Ding Geng discovered that the Post-80's upper class, people's understanding of fashion is more and more profound. Fashion men's clothing will definitely win the top in men's market segments.

In contrast, whether it is business dress market or business casual wear and sports brand market, are full of a large number of well-known brands, the market has set the overall situation. Only in the field of fashion men's clothing, people can not even name the top five brands. Ding Geng feels that this precisely shows that the demand for business fashion market has not been fully met, and that is Mar Cassini's opportunity.

"The times are different now, and the watershed has already appeared. The future clothing market is sure to be the main force after 80, they are very rebellious, very personality, and love to express themselves, these three points constitute the largest share of the market.

Ding Geng said that Mar Cassini's biggest strength is that he and his team are mostly post-80s. "We are educated by the post-80s generation, and the blood in the blood is the blood after 80, so what we understand and design will be closer to the market after 80's."

Made 80 fashion favorite fashion, but also let the post-80s cognition is. Ding Geng is eyeing low carbon environmental protection.

In an interview with reporters, Ding Geng admitted that Cassini was concerned about low carbon environmental protection, "a big factor is still in Cassini's potential consumer groups like."

Ding Geng has done a market survey and found that most of the main consumer groups of mallasini are 25~35 years old. They live in the first tier cities, love environmental protection and pursue individuality.

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Ding Geng hopes to make the concept of low carbon and environmental protection as a stepping stone to the post-80s consumers, so that consumers can see the appearance of marasini from time to time through their love and love of low-carbon environmental protection activities.

Especially when clothing companies do not consider low carbon environmental protection as a selling point, Ma catini's cater for strategy obviously wins more attention and eyeballs, especially in a global low carbon activity similar to "global lights out for one hour".

　　 Ding Geng's explanation of Mar Cassini: infiltration in his bones environmental protection

In order to keep up with the trend of environmental protection after 80's, marasini even incorporated the concept and elements of environmental protection in the operation and development of clothing. For example, in the day-to-day operation of enterprises, the use of recycled paper cards and environmental protection handbags can increase 15% to 20% organic cotton in the selection of fabrics and reduce the use of petrochemical resources.

First of all, it increases the cost of enterprises. Ding Gang told reporters, "the same design, compared with ordinary chemical fiber fabrics, the production cost of organic cotton fabric will be about 10% higher, and the cost increase will inevitably eat the profits of enterprises."

In this regard, mascassini tried to make up for it from the source of design. It takes a lot of thought, which is very stressful for the design department. " Ding Geng told reporters.

　　 Enough personality has a market.

Despite much work, Dante Keng did not specifically emphasise to consumers that clothing materials are environmentally friendly. Ding Geng has made it clear that low carbon is just a stepping stone. If we want to impress consumers, we still have products that have personality.

As a post-80 generation, Ding Geng said that he clearly understood the idea of the post-1980s: "we like to wear ourselves out, not just for good or bad, but for a personality."

It's easier said than done. In order to be fashionable and personalized, the first thing to pursue is "more money and less quantity". To this end, marasini set up a team of more than 100 designers, set up two design centers in Guangzhou and Fujian, and will set up third design centers in Hongkong this year. Even so, how to grasp the user's individual needs in time is still a challenge. In addition to the regular channel of feedback from marketing team to consumer information, Ding Geng asked Ma marasini's designers to "go around the world every year, constantly seeking inspiration and recording them".

Because positioning in fashion men's clothing is different from general men's clothing enterprises, the new rhythm of the new products will be quicker. "Our commodity plan is decided by season, not by year, and after clothing is sold, it will not be replenished." This is also a protection for consumers pursuing individuality. He said.

"Our clothes are not just clothes. They have themes and stories." This is what Ding Gang calls the commodity power. After having catered for the design and theme of the post-80s generation, the individuality of maasini is still showing.

Of course, the operation mode of "more money and less quantity" means that the operation cost of marasini is much higher than that of its peers. In this regard, Ding Geng's approach is close to paranoid craziness. He said that he would devote 40% to 50% of his annual sales income to R & D design.

It really takes a lot of determination and courage. Ding Geng said that he was actually a very good player, because he was born and had good living conditions, and he had played the whole of China before he was 20 years old. However, he has become a workaholic after he started his business. He often has no one day off for several months. "Drinking tea has become a daily job."