Dialogue With The Red Bean Group Zhou Haihong

Before we interviewed Zhou Haijiang, we made several settings. As a famous brand in China, has the red bean that has been famous for more than thirty years has become a sign of decline? In the face of the sluggish manufacturing industry, what are the changes faced by red bean? Facing the new mode of fan and the strong attack of foreign brands, will the red bean led by Zhou Haijiang become the same beauty as Jianlibao? Facing the questions, Zhou Haijiang replied, the red beans now are definitely not just "Papa".

Reporter: in fact, for the net friends of the country, a red bean is still difficult to let it and rubber, tires, biological medicine to be linked to, I impress the red bean, is a very good clothing brand, when you put forward in 2017, red beans to create a million sales scale, so big sales size of the breach where?

Zhou Haijiang: our current several industries, the general direction is following our entire industry planning, textile and clothing this piece we still as the main, we can reach 1 stores?

Reporter: how many are there now?

Zhou Haijiang: now it's the 3000.

Reporter: there is still much room for it.

Zhou Haijiang: 1 million textile companies

The whole sales volume of the plate will reach 25 billion, and the other one, I have launched an electronic commerce besides the textile and clothing. It is the China textile material exchange center and the China textile material exchange center. We can reach 30 billion turnover in 2017, and the paction will be delivered.

We also have the tires plate, the tire plate, we are in the middle frame of 100 billion, it is also 25 billion such a scale, all do so, textile and garment 25 billion, rubber tire 25 billion, 50 billion, plus our textile material trading center 30 billion.

The rest of my life is done by my biological medicine and real estate.

At present, the whole framework should not only highlight one industry, but several industries are developing together, but at the same time, we have entered B2B mainly, that is, electronic material trading center, which is also one of our growth points.

Reporter: at present, China's textile industry itself is not a special boom. For example, our sports brand has lost money in recent years. Foreign brands such as ZARA and UNIQLO are all attacked by foreign brands. Under the current circumstances, how do you view the internal and external troubles of textile brands?

Zhou Haijiang: China has always been a big country in the clothing industry. One of the two service centers in the world is made by China. But if we want to become a strong garment country, we have to go through a large number of independent brands. These large numbers of independent brands are not only competing in the domestic market, because foreign brands also come in, and even we want to compete abroad.

I think the key is first to increase the two content, one is the technical content of the brand, the other is the cultural content of the brand.

The technical content of the brand includes good operators, good equipment, because advanced equipment is the solidification of advanced technology, I have always said so.

There are good designers, all of which are part of the technical content.

We tend to ignore the other big business in China's enterprises, which is cultural content. What is the content of culture? Let me take an example. For example, at the international hotel, we eat a green vegetable. It may cost 30 yuan, and it can be bought in a small restaurant next to it. It may only cost 3 yuan, what is the 3 yuan to eat, what is the material and what is 30 yuan? It is culture, because it has murals, it has music, it has fountain, it has environmental location, actually it is the enjoyment of cultural emotion.

I also use this to explain that many of our costumes are also produced by our Chinese garment factories. Why does it sound that Chinese brands sell 1 thousand, 2 thousand, sell 10 thousand and 20 thousand, all people are buying, say 10 thousand or 20 thousand, these people are worshipping foreigners or fools, I do not think so.

I think that although he is a factory, when I sell the French brand, although it is a small trademark, when I sell the brand, I will associate with the French fashion show, the French customs, France's history and culture aspects. In this way, although I am consuming such a brand, but the consumption is cultural things, and the cultural content will be bigger and bigger in the middle of the brand.

Why is the gap between 1 thousand, 2 thousand, 10 thousand and 20 thousand, mainly in the cultural gap?

Reporter: how do red beans make their own culture?

Zhou Haijiang: how does the red bean make the cultural content of red bean? I pass the seventh day of the Seventh Festival, the Chinese Valentine's day, every year in the countryside early July seven, is the Cowherd and the weaver girl's meeting day, this legend love story is longer and better than the western history, therefore we have registered the Chinese Valentine's day from 2001, the Chinese seventh day festival, the registration this we push.

At the beginning, it was not recognized. Actually, this is our traditional festival.

Reporter: it has not been long before Tanabata.

Zhou Haijiang: this year has passed too. After more than a decade, people have not known it since then. Now everyone has started their own Valentine's day. So I believe that not only in China, but also abroad, people worship Chinese culture and festivals because of their worship of China's economy, so when we build the cultural content of red bean, we try to inject its Sinicization content through the platform and carrier of Tanabata Festival. This kind of culture, the cultural content of this culture, will definitely show its increasing value over time, because the higher the living standard of the people is, the more attention should be paid to emotional feelings and cultural content.

Reporter: will the Tanabata Festival affect Lenovo?

Zhou Haijiang: Tanabata Festival is just a platform. At the very beginning, every year, for example, the collection of love style is advocated by red beans. Red bean has won the 30 most popular festivals in China. Later, the Mid Autumn Festival has launched a festival. One of them includes the Spring Festival and so on. Only one of them was advocated by the enterprises at that time, the Seventh Festival of the lunar calendar.

Tanabata Festival has nothing to do with red beans. Actually, it is advocated by our red bean. However, as a platform, we will do a lot of activities every year, including the collection of love poems and the competition of love songs. In this way, we will make the red bean's love culture fully excavate the red bean's emotional culture and enrich it fully and fully.

If China's clothing brand and foreign brands, internal and external troubles, in addition to technical content, in addition to culture, these two levels have been raised. I think the problem with foreign brands is almost the same, but often the domestic neglect is part of the culture, so can you say that my product is not the same as it does? Why not sell it, why do I sell it, I will set the price high, that's not the case. You have no cultural content. This brand is not recognized by you.

For example, the same is the production of red bean clothing, like French brands sell 1, 20 thousand, red beans sell 1, 2 thousand, such as African brands, may sell 1 or 2 thousand, people do not want it.

It must be something with culture.

In addition to the technological content and cultural content, if China's clothing brand is starting to focus on cultural creation, then the international brand will be close. After that, it is still in terms of operational methods, including rapid reaction, which is also a need for further efforts of our Chinese garment enterprises, including our red bean.

Now red beans are making progress in these areas, including logistics distribution and so on. So I think the core is two levels, technical content and cultural content, followed by our rapid response.

Zhou Haijiang: red beans should be linked to the Internet.

Reporter: before I came here, I made a small survey. If our young people buy clothes, what kind of ways will they go through? What kind of enterprises are they doing? A new brand is developing rapidly. How do you see the development of new channels?

Zhou Haijiang: there are several modes of electronic commerce. One is that customers are selling their own brands, and they are selling directly, such as Taobao mall, which has built an online shopping mall for everyone to buy and sell.

Red beans are walking on another road. They are all very good in these two modes. They even cooperate with Taobao mall, which are all very good.

What is the way of red beans? We certainly have sales on the Internet, but under the net, we hope to realize the linkage between the Internet and the offline. Now some electrical shops can not exist after that. Why? You can only become an experiential shop. I read it in your shop and do not buy it. I bought it online.

After reading it, I bought it online, so some people on the Internet boldly said, "I can surpass you."

Of course, there are also excellent enterprises in the physical store. Like Suning, it is not only a physical store, an electrical appliance shop, but also an e-commerce shop. I think it is very good.

Under the so-called "Internet connection" of red beans, I can go to my chain store to experience in many chain stores in the country, but I can also place orders online, and I can experience information on the Internet, and then buy them online.

One is to experience under the net, to buy online, one is to buy on the Internet or under the net, and then to a physical store. Every entity store is a distribution center. In this way, we can achieve online and offline interaction. I think its explosive force will be stronger.

And every chain store can also guarantee my quality. The second ensures the timely delivery. Every chain store is both a place of experience and a service place.

With the general e-commerce brand, it has not completed so many difficulties.

Reporter: has it started now?

Zhou Haijiang: it has already started, and now there are chain stores. At the same time, the Internet has begun to start. Of course, we have just started, and the start-up time is not long. I believe that through a period of time running in, I believe that there will still be a good explosive force.

Zhou Haijiang: red bean is no longer "Dad wear" to attract more fashion crowd.

Reporter: how does the brand of red bean attract fashionable feeling to attract more potential consumers in the future?

Zhou Haijiang: because you know red beans at the very beginning, it is an old clothing brand. Some consumers say it is worn by my father. Even before running to the office, he wore red beans. Before I went through it, now I don't wear it, but there are several situations. With the improvement of his income level and the improvement of his status, the level of consumption has also increased, and his level of demand is also high.

If you don't improve your taste, you can't adapt to it. This is one.

The second one is to say that I am a clothing brand in China and do not absorb anything else from abroad. That will not work. So what is the way to adopt red bean? I will introduce foreign designers.

As the design director of our red bean men's clothing, he is the Korean Lian Lian Shan. As my design director, my commodity planning is Beishan Shu Zi, Japan, and also an expert in Japan.

I want both the domestic team and the overseas designers to combine the two. I hope to be able to unite with the international trend makers and not fall behind.

There is also a special demand, because there is another difference in young people's redevelopment. He would like me to buy things, do not want anyone to wear the same things as me. What do we do? We launched a sub brand. According to the market segmentation, we launched an Addie, Eadiefi is a French ESMOD college teacher and student, founded in the new brand of red bean, this new brand many people do not know is the red bean group, but many young people like Eadiefi.

Reporter: why not label it with red beans?

Zhou Haijiang: because it is not a brand of mine, it is completely an independent brand. What is it? Because what is the meaning of idfix, and what is its characteristics? Every garment inside is original. It is not imitation. All of them are original. You can buy the clothes of Yi Di Fei in the store, which can not be bought in Beijing store. This attracts a large number of young people. This is also a better model for us.

We are in line with the market segmentation, he is high grade, our whole red bean taste through upgrading, to meet the needs of high-end people.

Also for young, especially leisure, very personalized, we through the market segmentation to launch a sub brand, the Deputy brand is the Yi Di Fei, so as to meet his needs, I do not need to associate with red beans, it is an independent brand, sub brand and sub brand is different.

For example, there are some sub brands under the red bean, for example, the red bean series, for example, there are other sub brands, this is a sub brand, and it is different from other brands.