Build China'S Own Luxury Goods

In many cases, it is difficult for women to show the charm of women.

It is linked to the "northeast tiger" of all kinds of faces, and Zhang Zhifeng named these products brand "the Northeast Tiger".

Once I heard too much advice, "the name of" northeast tiger "is too fierce to be a woman clothing brand, but he is unmoved.

Focus on Entrepreneurship

Born in the world's largest northeast tiger breeding base, Zhang Zhifeng of Mudanjiang believes that the northeast tiger is the king of animals, and is truly a "rare and expensive" luxury. But what Zhang Zhifeng wants to do is to make the northeast tiger the first brand of China's luxury goods.

No one believes that Zhang Zhifeng will succeed because the luxury market is based on high gold content brands, while Chinese products are attacking the European and American markets with low quality. MadeinChina seems to have no connection with high-end products.

But Zhang Zhifeng firmly believes that with the popularity of China's luxury market, there will be a local luxury brand with Chinese national characteristics.

Before concentrates on building China's luxury brand, Zhang Zhifeng is already a successful businessman. Just like most businessmen who pursue profits, he has opened hotels, real estate and even opened shopping malls from Mudanjiang to the former Soviet Union.

Zhang Zhifeng's wealth has been accumulated by the business that has sprouted everywhere. But in 1997~2000, Zhang Zhifeng was determined to make adjustments and concentrate on running the brand of "northeast tiger".

Although the adjustment has paid a heavy price, Zhang Zhifeng has completed the stripping of other businesses.

The motive for Zhang Zhifeng to concentrate on the luxury brand in China is also due to his first trip to the United States: the huge price gap between the different clothing brands caused by similar clothing products amazed Zhang Zhifeng. In the years of working life in Europe and America, he even realized the great power of "brand", and the ultimate value of the brand value was undoubtedly a luxury.

With the understanding of European and American culture and history, Zhang Zhifeng believes that the history and culture of Chinese luxury goods are more valuable than those of European and American countries.

The history of luxury goods in Europe and America is only 200 years, while China has at least 4000 years.

In Zhang Zhifeng's view, European luxury goods only moved from court to market 200 years ago, and Chinese silk, ceramics and other products were already the top luxury goods in the world 4000 years ago.

Therefore, Zhang Zhifeng even proposed the slogan of China's luxury revival and emerging.

He believes that European and American luxury brands have become strong in leather products, perfume products, watches and other products, and lack of mainstream brands in fur clothing. So he decided to build China's own luxury brand from fur.

Tortuous road

Zhang Zhifeng admitted that he had gone too many detours.

After the registration of the Northeast Tiger brand in 1992, Zhang Zhifeng initially chose the way of "one-stop" construction, from its R & D, design, manufacturing, sales and other aspects to its own operation, and invested heavily in garment factories. At the most time, Zhang Zhifeng had 8 large garment manufacturing factories and thousands of employees.

He even traced back to the upstream aquaculture industry and bought Denmark's mink factory, but he soon discovered that it was a mistake.

"

The quality of both the good and the bad, the high, middle and low quality of all kinds of leather, the northeast tiger have to choose, is because they are their own production.

If you don't have your own mink base, you can go to the auction house to choose a good quality skin.

Zhang Zhifeng said.

What shocked Zhang Zhifeng most was that an American Jewish company who worked with him had only 6 employees, except two Jewish brothers. But they imported 60 thousand pieces of fur and 200 thousand imported garments from the world each year. Because of controlling several well-known brands and sales channels, the small company was absolutely strong in the whole business chain.

Being the most suitable link in the chain is Zhang Zhifeng's greatest inspiration to the Jewish brothers.

Due to providing OEM services to some of the top international brands, today's northeast tiger still has 3 processing plants, while Zhang Zhi Feng expects to retain only one factory after a few years, with only the core products and the rest of the OEM.

At the same time, Zhang Zhifeng vigorously strengthened the design department.

"Every year there will be three months to communicate with designers."

Zhang Zhifeng said.

In fact, the Northeast tigers set up marketing and design centers in France, Italy, the United States and Hongkong, China. Apart from engaging in marketing, these subsidiaries are more important in setting up overseas design teams, while Zhang Zhifeng himself has been part of the design director of the northeast tiger.

In fact, it is the pursuit of design and quality for more than 20 years, coupled with the fact that fur is a weak part of foreign brands in the luxury goods industry. This makes the Northeast Tiger rise rapidly in the high-grade fur industry, and even get some recognition from some international colleagues.

Luxurious hope

What pleased Zhang Zhifeng most is that SWAROVSKI, the world's top crystal product provider, provided about 500000 crystal clear crystals.

SWAROVSKI is one of the best accessories providers in the world. It is second to none in the crystal industry. It used to provide accessories for luxury goods in France and Italy. Now, the tiger has also become its partner.

In 2005, Top Marques, the world's most prestigious Luxury Show held in Shanghai, was the only Chinese luxury brand to be invited. At the end of this year, the Northeast Tiger officially joined the world's top fur supplier: the "Purple Club" of the Danish Copenhagen auction.

The Copenhagen auction is the largest auction house in the world. It sells 15 million ~1700 of fur to the world every year, occupying 50% of the world fur market. Only about 200000 of them can be equipped with top purple labels, and only the members of the club can buy them with purple labels.

It is not easy to become a member of the "Purple Club". In 2005, the club conducted a detailed inspection of the northeast tiger, not only assessing the number of tens of thousands of pieces of leather needed to buy each year, but also assessing the brand image, location and service level of the tiger.

"Purple Club" wants to promote purple trademarks in China, while the northeast tiger is the best choice. With the purple tag, the products of the northeast tiger will be recognized by the European and American markets.

Zhang Zhifeng said.

In fact, before that, the northeast tiger had a large purchase in the world's four largest auction houses, but now Zhang Zhifeng is adjusting it, and then will buy more fur from the Copenhagen auction, especially the top Purple Label.

Although China's breeding market is very large, the fur market is not satisfactory.

"I do not buy a piece of leather, not a bad skin, but no professional accreditation body for testing."

Zhang Zhifeng said that the Northeast Tiger needs a lot of fur every year, and there is no time to detect the quality of the fur on its own. The international fur auction house has strict quality inspection, all processes are pparent and standardized, and it can provide quality protection for the tiger skin.

Extension and collision

China

Demand seems to be rapidly exploded, while China's luxury market is growing at a rate of 20% to 30% per year when global sales of goods are declining.

It is expected that China's Shanghai or Beijing will become the sixth largest city after New York, Paris, Hongkong, London and Sydney, the five luxury pilgrimage sites, or even later.

But these messages can not make Zhang Zhifeng feel relaxed. In luxury goods industry, LV, Chanel, Armani, GUCCI and other foreign luxury brands are obviously more attractive than native tigers.

In the five luxury characteristics summarized by Zhang Zhifeng, the four characteristics of the best quality, scarcity, dreamy and leading, the products of the Northeast Tiger are all possessed, but for the high price, the products of the Northeast Tiger are not yet available.

"Compared with the top international brands, our price is only 1/4 to 1/3."

Zhang Zhifeng said.

Apart from the price, the gap between the northeast tiger and the top international brands is also reflected in the fact that OEM still accounts for more than 60% of the income of the northeast tiger. Although the proportion of the OEM business has decreased from 30 thousand in 2002 to 8000 in 2005, the profit gained by the OEM has not risen. This is because the products of Dongbei tiger are more and more concentrated on the top international product brands, but the proportion of the brand income from the northeast tiger is still not high.

Zhang Zhifeng believes that a successful luxury brand must be an international brand, and only a popular brand in the country is not a real luxury brand.

Zhang Zhifeng worked hard to designate the English name of the northeast tiger in the name of "NE.TIGER". The pronunciation of "NE" consisting of two characters in the East (EAST) and the North (NORTH) in the first letter of the English language is feminine, while the "NE.TIGER" has more international characteristics compared with the northeast tiger.

But in the biggest luxury market, the United States, the powerful northeast tiger must face the strong Jewish business Corps. In the conservative European market, the Chinese luxury brand without foundation is difficult to stand on. This also prompted Zhang Zhifeng to decide that he must stabilize the foundation in the country.

At present, the world's top luxury brands are stationed in China. Although the northeast tiger, whose core business is fur, has not yet faced any conflict with them, one obvious fact is that the international luxury brands expand their global layout and extend their products to related products.

LV (LV) has made a pack of LV, and has entered into stationery, shoes and caps, clothing and other fields. The MontBlanc (MONTBLANC), which made the pen for the aristocratic aristocracy, has also been extended to jewelry and watch fields. Besides CHANEL, perfume, cosmetics, leather goods, watches, jewellery, sunglasses and shoes are all kinds of products that seem to build a boutique kingdom.

The Siberian tiger, who has gained a firm foothold in China, also extends its product line from fur to evening dress and wedding dress. These are not yet the field of international luxury brand competition, and competition will become increasingly fierce. Zhang Zhifeng, who is committed to building the top luxury brands, is not willing to dominate in one field. In his planning, shoes, bags, accessories and even cosmetics, perfume, jewelry and so on are already the world's top luxury items.

Now, the brand dream of Zhang Zhifeng's high-end luxury goods is far from being realized, and the road ahead is not easy.

"The success of the northeast tiger is the future, not now."

Zhang Zhifeng said.