Zhang Zhichang, CEO Of Erdos, Talking About The Direction Of Development Of Ordos

In recent days, consumers who are accustomed to watching TV after dinner have found that CCTV's prime time advertising is crowded into an old friend, Ordos.

On the fashion week of Shanghai held in October 2007, the Ordos group and Shanghai fashion week signed a strategic development plan. They will participate in the Shanghai Fashion Week activities in the next three years and make four consecutive shows, focusing on the launch of Ordos under Hongkong.

Yang Qibin, chairman of the association, presided over the design of the high quality product "1436".

 

On the November Beijing international fashion week in China,

The Group signed a strategic cooperation plan with the China International Fashion Week Organizing Committee. In the following three years, it participated in the China International Fashion Week activities. It launched a heavy blow in the two most influential fashion week in China. The Ordos group has a clear intention to create a fashionable Ordos brand image.

For Ordos group such a high-profile move, this reporter to the CEO of Erdos Cashmere Group

I made an exclusive interview with her to understand the latest developments of Ordos group.

Zhang Zhi said that Erdos Cashmere once a slogan "warm the world" is widely known in China, and has created an influential brand image in the field of cashmere.

Cashmere is the most important product of the Ordos group, but in recent years, although the Ordos cashmere sweater shops are everywhere, the market performance has also risen steadily. However, in the eyes of consumers, there has not been a publicity campaign such as "warm the whole world" in the past, and the brand image remained a few years ago.

This Ordos has entered a line of vision with a golden time advertisement of CCTV. It is to strive to create a more fashionable and comprehensive brand image of Ordos.

After so many years of development, Ordos has become a brand group, with its flagship product cashmere.

The series also uses the established brand image to establish.

Series (Ordos Menswear, Ordos dress, Ordos underwear), home textile product series (Ordos Home Textiles), senior clothing brand series (1436), senior cashmere brand series (Lai Yinnai).

Therefore, we can see that the advertisements that enter this line of vision are very different from before. They no longer emphasize the single cashmere products, but strive to create a large Ordos brand image, advocate Ordos lifestyle, create an image of Erdos together, and introduce a full range of products under the Ordos collection to the consumers, not only to warm the whole world, but to influence the whole world, and to influence the world with the fashionable lifestyle of Ordos.

In Zhang Zhi's concept, advocating fashion is divided into several parts. The activities of CCTV advertising promotion and fashion week cooperation are all aspects of Ordos group's brand image and brand building.

The implementation is divided into several steps, and the first is the introduction of the 1.5 fashion fashion brand.

After market research, they used to wear Ordos.

Most of the products are high-end customers with certain economic strength and social status, such as some leading and senior white-collar workers, who are more conservative in choosing cashmere products, so the products of Ordos are conservative and steady. But with the development of society, this part has more and more high requirements for wearing individuation and fashion. So Erdos launched the semi fashionable Advanced Series "1436" in 2007.

"1436" is a fashionable but not exaggerated, individuality and not publicity, exquisite and not ordinary design concept.

Integrating fashionable elements into diamond fibers, using the best raw materials, the most advanced technology and the most popular elements to design products, provide the most suitable choice for fashion people with taste, connotation and quality.

Of course, "1436" is the top two cashmere standard numbers of 14 and 36 merger, cashmere fiber fineness of less than 14.5 microns, but does not mean that 1436 is only the high-end of Ordos cashmere products, it is a cashmere product as the main brand, including fur, fashion and other fashion brands.

At present, a flagship store has been opened in Financial Street shopping mall.

At present, Ordos has become a multi group brand, so it is no longer a single cashmere product such a single species.

At present, most of cashmere sweaters in Ordos have special counters in the shopping malls, and shops can also be seen everywhere, but these are small shops with relatively small varieties.

Next, the group is going to integrate the brand of Erdos and open a large storefront to integrate men's clothing, women's clothing, home textiles and cashmere products together, and integrate the Ordos brand into such flagship store.

Efforts to build Erdos brand, multi series, fashion healthy brand image.

Erdos set up the largest and most advanced image of cashmere products in the whole country and even the world. Therefore, the strategic objective of Erdos's strategic adjustment is to no longer fight the price war route, strive to take the branding development route, enhance product development, enhance the added value of products, and establish a healthy image of Ordos fashion, with the aim of making the Ordos brand the first brand in China.

Zhang Zhi said that although Erdos is most famous for cashmere, but when creating the concept of fashion brand, Erdos will pay more attention to the popular elements in the society. For example, in the Erdos clothing brand release, caters to the main body of the 2008 Olympic Games, we design many fashion concepts of sports sense, and apply the popular sport element to the Ordos brand.

In addition, Ordos is concerned about fashion and will not give up its research on technology. Ordos is the cashmere technology research center approved by the state and approved by the Ministry of science and technology. The two centers are mainly about the application of high-tech technology.

In the industry, such as antistatic cashmere sweater, nano machine washable cashmere sweater, rainbow yarn fancy yarn and so on, including this year also launched scanning printing......

In terms of technological innovation, Ordos will not relax and combine technology with fashion.