Interview With Tian Qiming, Chairman Of The Company

The activity index of Chinese casual wear is far more than that of other clothing categories. They have created the most store spokesperson.

However, some experts believe that after experiencing a period of rapid growth, Chinese casual wear brands have entered the inventory examination, talent examination and strategic examination stage.

This is from the bankruptcy of the "alien", the shock of Lining's executive level and the inventory crisis of the cat group. It can be seen that the brand of casual wear is no longer an individual risk, but a crisis at the collective level.

In this regard, Tian Qiming, chairman of the company, believes that what he does is not a single category.

For example, now there are many product lines in the company, including the 1991 series, the new classical series, the new value series, the fort of leather, and the shoe series.

Among them, the 1991 series of AI Deng Bao and the new classical series of AI Deng Bao are relatively high-end, and the age group of consumers is relatively mature. And the new category of the new product is newly launched in the past 2 years.

The division of these categories distinguishes them from those that are located in young or low-end or single sports areas, and at the same time avoids the risks faced by those single brand casual brands.

In the planning of Tian Qiming, in the future, AI den Bao will also develop the categories such as the enden Bao children's clothing and the ENDOR womens dress, and all these categories will have a brand called "Ai den Bao".

A slogan for AI Dun Bao is that if you buy a dress in the fort, then the next thing you do is to serve your entire family with high quality products: from children to adults, from men to women, from clothing to clothing, from head to toe.

In the diversification strategy of China's clothing brand, we have seen two ways: one is multi brand strategy, such as Shanshan and YOUNGOR, and now there are many different brands of sub brands coexisting under a brand group.

Another path is a multi brand strategy under a big brand.

In view of these two paths, Tian Qiming believes that the business model adopted by a clothing brand is not right and wrong. The key is what strategy you are going to use to complete the strategy.

"It will take a long time for consumers to understand a new brand, so it can increase categories, but these products should be unified under the big brand of the fort, which can be differentiated by different store images or even different LOGO. This will develop faster and do not need to re build new things."

Just now, we see that many big international brands are walking the same way as ed.

However, there is no doubt that the professional distance between men's clothing, women's wear, children's clothing, leather goods, clothing and so on is very large. Adding a category means increasing a professional operation team. Then where do talents come from? You can't grow cotton, weaving, printing and dyeing because of the need for a fabric.

A successful brand needs excellent integration, rather than the ability to build the whole industry chain.

During the whole interview process, Tian Qiming talked many times about the two words of "integration". For him, products of different categories must be "integrated" by different professional teams, and "integration" means cooperation with mature professional teams instead of re cultivating a professional team.

Obviously, Tian Kai Ming is also in the front of the choice of professional marketing.

Hetian Kai Ming talks about clothing strategy. He always appears rational and deep, concise and comprehensive, and always does some thoughtful thinking. He needs constant questioning from reporters, which can lead to more management proverbs.

But as soon as he talks about the style of clothing, he suddenly becomes emotional from reason, and his language becomes endless: "when I talk about the style of clothes, I can not sleep for three days and three nights."

Tian Qiming even took the demonstration of several female colleagues at the scene, who is more athletic, who is more lady, who is more professional, which makes you think he is a natural fashion designer.

"Just like a woman's wardrobe is always missing a dress, a man's wardrobe is always short of a set of role playing props. Every man wants to play a lot of roles in social activities."

Tian Qiming promptly shifted from the dress of the woman to the role play of men's clothing. "Men are now facing more and more social roles, such as in the workplace, in bars, on the streets, in PARTY, in the open air, at home, etc., on these different occasions, men play different roles and need different clothes.

After 20 years of development, AI Dun Bao has not been able to publish many initiatives on strategic innovation in the face of the media at the beginning of its brand development. Now we have found our way. Our only strategy is to study consumers, to make the brand and consumers of AI Dun fort, and to be a clothing consultant for consumers.

Tian Qiming doesn't like to talk about brand strategy too much. He believes that brand strategy is a new problem that will not always change once it is formed. If employees are often changed from one habit to another, it is a bad habit for entrepreneurs.

Moreover, strategy is something that exists in the minds of entrepreneurs, sometimes even difficult to understand.

But then he talked about a problem which is harder to understand for the brand, that is, the core competitiveness of brand culture and brand.

He said frankly: it is a long process for a brand culture to truly understand the consumer completely, which is why the reason why the company has been following the main line of British style is also a long process.

In 10 consecutive years, AI tendenbao has released the fashion trend on the platform of China International Fashion week. Even the chief designer has changed a lot. From Zeng Feng Fei to Chen Wen to Liu Yong, however, whether it is the 1991 series of AI Teng Bao, or the new classic series of the new castle, or the new series of the Fort Worth, the British style is always consistent.

Tian Qiming is well aware that a very important indicator of brand competitiveness is the brand association. This is a symbol. It is a label that must be consistent with the brand, so that consumers can think of the British style when they think of the fort, and can even think of the British style.

Tian Qiming has always pursued a simple cultural concept. It seems that there are only two sides in front of him: one is the brand, the other is the consumer, and what he wants to do is to find a docking point between the two. The docking is from the consumer to the brand, that is, the consumers' demand for color. What Tian Qi Ming needs to do is to find these needs of consumers and show them in the products. A docking is from brand to consumer, that is, the guidance of brand style.

There is no need for success or failure in the future.

At present, the key words in front of Chinese casual wear brands are many, young, fast fashion, electric business, capital...

These keywords are not only full of known temptation but also unknown risks for leisure wear brands. Any step of strategic adjustment is a double-edged sword, which may be even higher and may be faced with a disaster.

As for these questions thrown out by reporters, Tian Qiming immediately showed his rational merchant temperament, and put away the emotional designer who had just released himself. In response to every key word, he finally implied that his thinking on this question ended with "I personally think so".

about

As we know, the new upscale series of AI Deng Bao is younger and positioned in the fast fashion.

He believes that China is not a platform for rapid response, but fast fashion requires the layout wisdom of the helmsman, rather than relying solely on which designer or marketing master can solve the problem unilaterally.

"The problem that Chinese clothing brands are facing in fast fashion is that people who know how to design products do not know how to design systems, and people who know the design system do not know how to design products.

To integrate these together requires an organization to create such a chain, which is like an advanced assembly line, where all links are orderly connected, thus forming a virtuous circle.

If the fast fashion is done well, it will actually sell the product, so that there will not be a lot of stock.

Now our so-called fast fashion produces a lot of stock, which shows that there is a problem with our understanding of fast fashion.

Personally, I think so.

Regarding the capital, Tian Qiming attached great importance to it.

In his view, in the future business field, industrialists and financiers should be the best partners. The real brand operation must enter the level of capital operation. If the capital chain can not be grasped in the operation of enterprises, it will face serious problems. At present, many brand operations are blocked, to some extent, it is not due to improper operation, but a problem in the capital chain. If the problem is not solved well, the brand will be badly hurt.

"At a certain time, we must enter the capital market. If we understand the operation capital and have enough funds to grasp, your business mode can be implemented.

To let enterprises enter the public capital market is a way for entrepreneurs to consider. But I don't want to ask for love when it comes to market.

Personally, I think so.

Talking about the electricity supplier, Tian Qi Ming compares it to a strange circle.

"In China, it seems that if we hear about e-commerce, it will be cheap, so for a successful traditional clothing brand, we must consider the strategy of online and offline business in the field of e-commerce."

He said, "it is said that a famous Chinese leisure brand has put forward a slogan in the field of e-commerce: destroy the store in 5 years, and rely on online e-commerce only.

But this is somewhat suicidal for brands that have been successful in the field of physical operations.

In fact, online shopping is convenient for people, and the price should be the same.

The same brand product can be bought in Wangfujing or at home, but the price is almost the same. Online shopping is to bring convenience to people's consumption rather than to disrupt the market. If I do it, the price of the brand must be consistent online and offline.

Personally, I think so.

With regard to the future marketing mode, Tian Qiming believes that as long as it is right, it is right, no model will be successful, and no model will fail. The key is to see how you grasp and how to operate.

"I think so."

Tian Qiming always kept a low profile, but apparently he seemed to have found the most suitable way for AI Deng Bao.