Interview With Lin Weishan, Executive Director Of Hongkong Crocodile Shirt

Go to work every day.

It's all around the little crocodile trademark.

For her, the little crocodile seemed familiar, but Lin Weishan had no time to read his history because he was too busy.

One day, a colleague told her, "crocodile shirt is sixty years old!" as Lin Wei Shan, the third generation leader of the crocodile fish brand, realized that the little crocodile had been standing in Hongkong for 60 years.

"No, I must stop and read the story of the crocodile shirt again."

Lin Weishan said.

Before the start of the 3D painting Guangzhou Railway Station, the reporter interviewed Lin Weishan, executive director and deputy chief executive officer of Hongkong crocodile Co. Ltd.

Focus on the development of the two or three tier city business

Reporter:

60th anniversary of the celebrations have been launched. In August, the first 3D stereoscopic crocodile painting in the territory was painted by the gold crocodile, which was the first time for the crocodile shirt 60th anniversary celebration. On the same day, Louis Koo, the film star, was invited to the opening ceremony.

Besides, what celebrations will the company have?

Lin Weishan: from 1950s to the 20th century, we have experienced a few ups and downs, difficulties and scenery, whether anxiety or worry, will go hand in hand.

In the past 60 years, the crocodile shirt and crocodile shirt for 60 years have also witnessed the development of society.

So this time 60th anniversary, we also take the theme of "eternal classic gold crocodile".

The celebration of crocodile shirt 60th anniversary has been launched, and the first 3D stereoscopic crocodile painting "gold crocodile" has been launched as the first crocodile shirt 60th anniversary celebration event in Guangzhou. When it moved to Guangzhou in October 24th, it would invite Hongkong TV star Joe Ma as a special guest.

Guangzhou's "golden alligator" retains the shock of Hongkong's "golden crocodile". The 8 meter giant crocodile is magnificent and leaves the word "60", which symbolizes the core spirit of the crocodile brand brand in the fashion industry for 60 years.

The smaller crocodile symbolizes crocodile's past 60 years of struggle.

Reporter: at present, the stores of crocodile shirt have been distributed in all parts of the mainland. Where are the best sales areas in these stores?

Lin Weishan: now more and more famous international brands are grabbing the Chinese market, making the competition of garment retail industry more and more intense, especially in the first tier cities.

Why?

The economic development of the first tier cities is relatively mature, the average income of the people has been promoted, and the consumption power is relatively strong.

However, the development of the two or three tier cities is also growing rapidly. We believe that there will be great potential for development in the future. So we will develop the business of two or three tier cities such as Chengdu at the same time, further increasing the occupancy rate of the crocodile shirt in the mainland market, and the local sales situation is also satisfactory.

Reporter: how does Miss Lin feel about the changes in the business environment and consumption philosophy in the mainland?

Lin Weishan: over the years, he has often traveled to Hongkong and the mainland, and witnessed the rapid growth of China's economy.

As mentioned earlier, the competition of high and medium garment market in the first tier cities is becoming more and more intense due to the fact that many famous international brands occupy the market, but the potential for development in the future is still very large.

So we extend the theme of Urban Traveller, which is "shirt expert", which is to provide the most appropriate and practical business clothing with functional fabrics and high-quality fabrics. We also actively increase brand awareness by different activities and marketing.

In recent years, through actively participating in public welfare and charitable activities, and promoting environmental protection concept on the selection of materials, it reflects the brand's contribution and responsibility to the society.

We widely use the Internet media to promote the brand of crocodile shirt, from e-commerce to micro-blog, and continue to use various methods to communicate with customers and understand the needs of customers.

Efforts to tap consumer demand

Reporter: what is the difference between the tastes of consumers in the mainland and Hongkong? What are the measures adopted by crocodile in product design and shop Distribution?

Lin Weishan: even with domestic consumers, there are differences in the choice of products between North and south.

Just like the consumers in the south, because they are more close to Hongkong in geography, they are more similar to Hongkong's taste in style and color, and are more receptive to new patterns and prints or brighter colors.

In the north, the choice of pattern, printing or color will be mainly based on the fact that the thickness of the selected clothing will also be different due to the weather difference. For example, if the temperature is low in winter, the northern people prefer to buy heavy and warm clothes, but because the indoor heating is provided, the coat inside may be relatively thin.

Therefore, we will make corresponding adjustments on the distribution of the products mentioned above.

In the new season, the time of launch will also be different due to climatic differences in different regions.

In recent years, a large number of foreign brands have entered the Chinese market, attracting the attention of consumers, and increasing the requirements of customers. Therefore, we pay more attention to the quality of products. All the stitches will be inspected strictly by the quality inspection department, and high-quality and functional fabrics, such as wrinkle resistant fabrics, cool ice cotton, far-infrared and constant temperature fabrics, will be adopted.

In addition, we have designed a clothing that can be more clothes and more clothes on the theme of Urban Traveller, so that the business will become lighter and match the needs of our target customers for frequent business trips.

Reporter: what is the current sales situation of the newly launched SMART CROCO, the new brand of crocodile shirt? In the case of many domestic business men's wear has launched a new brand of young fashion, how can SMART CROCO segment the market and win the favor of consumers?

Lin Weishan: CCD, Clean, Charm, Demanded, as the design concept of the young sub line brand CROCO SMART launched in 2011, is still in its infancy, we are interested in putting more resources to increase the number of SMART CROCO stores.

SMART CROCO is mainly targeted at young men and women aged more than 20 to more than 30.

They all like simple and personalized clothes, and are very particular about collocation, so the products of SMART CROCO also focus on convenient matching and easy to create personal style, so as to make them more like our brand.

We firmly believe that in the future there will be more young office workers walking on the streets wearing our brand clothes.

Reporter: Crocodile shirt products have already been sold in Hongkong. Is there any plan to launch women's clothing in the mainland recently?

Lin Weishan: we have also noticed that domestic female consumers have become a consumer group that can not be overlooked, especially young women aged 20 to more than 30 years old.

With the rapid economic growth, most women get better job and education opportunities, become more urbanized and tend to express themselves in a new way.

Moreover, women's economic independence is more than that of the past. Even the low paid working-class can now afford some of the by-products.

In order to deal with this group of young women who have the ability to consume, our young vice line SMART CROCO not only provides men's wear series, but also fine-tuning the product styles to introduce women's fashion series that cater to the trend.

Multi initiatives to enhance brand awareness

Reporter: over the years, crocodile has spared no effort in brand counterfeiting. What do you think is the main difficulty facing the brand?

Lin Weishan: the main difficulties facing counterfeiting can be said that many manufacturers in the mainland believe that counterfeit brand names can increase the price of products by several times, resulting in the fact that many manufacturers in the mainland are using similar trademarks or names to fish for mixed eyes. The situation can be very serious. Many guests are misled, buying fake goods without knowing themselves, and indirectly affecting our operation.

In order to crack down on counterfeit products, we have adopted advanced and functional imported fabrics to win the quality.

In addition, we also protect our brand by law, not only registered crocodile shirt, but also registered the relevant brand of "crocodile", and tried to block the way of fake brand-name manufacturers.

Moreover, crocodile has offices in several provinces in the mainland to monitor counterfeit shops and then take action.

In addition, we have launched a number of celebrations through the establishment of the brand to enhance publicity, enhance consumer awareness of brand positioning, have more knowledge of genuine crocodile, identify the right goods and fundamentally eliminate counterfeit products. 60th anniversary

The crocodile brand has always been famous for its high quality. The products sold by counterfeit shops in troubled waters generally have great differences with us in terms of technology and quality.

In fact, consumers who are familiar with our brands and products are very familiar with genuine crocodile products.

Reporter: more and more brands tend to set up multi flagship stores. Will the status of authorized sale of crocodile shoes and leather products be changed?

Lin Weishan: now the crocodile footwear, leather goods, stationery and other accessories are produced by domestic manufacturers for the use of trademarks, so as to ensure the quality of products.

At the same time, we continue to design crocodile related patterns or elements, and increase crocodile product styles and categories to meet consumers' increasing demand for accessories.

Our design team has also started developing footwear and leather products, increasing product categories, and designing more accessories for business travel.

To combat inferior quality counterfeit products, we carry out strict supervision and establish a strong international team to strive to provide the best products and services and increase our customers' confidence in us.