Hongkong "Crocodile Shirt" Finally Become A Great Success

The "crocodile shirt" in Hongkong has always had a shadow, which is the "crocodile" of France.

If you stroll around the shopping mall, you will find that two crocodile stores are not far away from each other in the same shopping mall, each of them greets different customers.

As a matter of fact, both of them have a long history of respectability, which are famous genuine products and are not easy to be confused. The consumption groups are different. The two countries have been coexisting in Hongkong for 20 years, and they are living together in some big cities in the mainland.

If you ask the people of Hongkong, "what is the symbol of Hongkong?" except for Bauhinia, I believe almost all Hongkong people will tell you proudly that they are crocodile shirts, pointing to their leather shoes and their leather goods and clothes.

Brand story

It was a German trademark registered in Hongkong in 1910.

After the defeat of Germany in 1945, the crocodile brand was confiscated by the Hong Kong and British authorities.

In 1952, the Chinese took over and formally named it "crocodile shirt".

The reason why it is called "shirt" is that in the mid 50s to the mid 80s, brands were mainly made in T-shirts and leather shoes.

Later, the world's most advanced production technology and equipment of leather shoes and leather products in Italy were introduced into leather shoes and leather products production. In the course of development, the crocodile shirt introduced the new service items of old shirts for cuffs and necklines in response to the low consumption level of Hongkong at that time, thus winning the favor and trust of consumers, which consumers call "T-shirts".

The image of crocodile has been gradually established.

At the beginning of 80s, the Sino British negotiations reached an impasse. Hongkong's economy fell to a low level. Many people lost confidence in Hongkong's future. Hong Kong Island launched a wave of middle-class immigration. The crocodile shirt's boss was also there.

Witnessing this situation, the Chinese businessman Lim Por-yen, chairman of Hongkong Li Xin group in 1986, went upstream with a huge sum of HK $1 billion 300 million to buy the crocodile shirt, further expanding the brand and leading it to become a world-famous one.

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Born in Chaoyang, Guangdong, 1914.

In 1945, we founded the Cheng Fu weaving factory in Hongkong, mainly exported to Southeast Asia, and then expanded to the Middle East and Africa.

Lim Por-yen said that at that time, the African market was controlled by Indians. But Cheng Fu's products were of good quality and low price, and they had won a lot of business and became the largest manufacturers of Hongkong textiles to Africa in those years.

He also called him the "king of Africa".

Crocodile shirt Co., Ltd. was founded in 1952 and has been listed on the stock exchange of Hongkong since 1971.

Crocodile has many fashion brands, including "CROCODILE", "CROCO LADIES" and "CROCO KIDS".

Apart from distributing in Hongkong and inside the ground, it also manufactures and exports ready-made garments. With its professional standards and excellent quality, it has won good reputation and love from all walks of life, and has established the image of a well-known trademark.

Hongkong is an important financial centre in the world. After 47 years of struggle, crocodile has become a world-famous clothing brand.

97, the return of Hongkong is a symbol of a new historical moment. The crocodile shirt, like the people of Hongkong and the Chinese people, is confident of the future. The vigorous crocodile shirt will witness that China will be stronger in the future and Hongkong will be more prosperous.

"CROCODILE" crocodile shirt series of high fashion products are designed to achieve perfection in terms of design, material selection, production, packaging, advertising and publicity.

The exquisite production technology of crocodile shirt also attracted many famous brands in Europe and America, and delivered their orders to production. The products were exported to Europe, America, Japan and Southeast Asia.

More than 10 years ago, the crocodile shirt carried out the franchise system and set up a large and strict sales and service system in the country. Its franchised stores and counters have more than 1000 so far, covering more than 500 cities throughout the country.

The good quality of crocodile products is good for every process. In addition, the selection of materials is also very important. Because crocodile has always used advanced imported fabrics from Europe, America and Japan, it has been strictly selected by professionals, so as to achieve impressions, touch, flexibility, elasticity, shrinkage, abrasion resistance and washing fastness and color fastness, so as to ensure the quality of products and make customers feel value for money.

In 1988, the Hongkong crocodile built the largest and most advanced production base in Zhongshan, Guangzhou, in order to get closer to the market.

The crocodile shirt witnessed the economic recovery of Hongkong in the last century, the economic take-off in 60s and 70s, and the ups and downs of Hongkong's economy in 80s 50s.

Before the return of Hongkong in 1997, "crocodile shirt" is the oldest clothing brand in Hongkong. After experiencing the crisis of the economic downturn in 80s, it maintained the strength of the Chinese brand with the major international brands competing in Hongkong's bustling trade area.

The reason for winning the victory is that the spirit of "crocodile" brand is very important, and this kind of spiritual materialization in action is to make the brand service meticulous, thoughtful and natural.

This runs through the whole history of the "crocodile" brand, which is reflected in every detail of its market.

Concept drives development

In those days, the "crocodile" brand in Hongkong set up a "regular service for consumers to change cuffs and neckline" service projects, and this is a considerable step in the Hongkong business which is itself focused on services.

For the mainland market, the concept of "crocodile shirt" promotes business development.

As the first brand to expand the market in the mainland, the "crocodile shirt" should be fully aware of the changes in the various stages of China's garment industry after the reform and opening up: at the very beginning, there is little brand clothing, which is the stage that clothing can be sold, followed by several brands taking the stage of the market, followed by the stage of many brands rushing to land and rush to the market. Now, some brands are declining and some brands are really growing up.

So, "crocodile shirt" also adjusts the market strategy with corresponding response in these stages.

After joining the WTO, as a 49 year old Hongkong famous brand clothing company, crocodile Co., Ltd., we should focus on the following aspects: first, strengthen our internal strength.

The so-called internal strength is the establishment of effective enterprise management system combined with local and enterprise specific conditions.

As a developing country and a regional enterprise, in the period of rapid development, it is easy to get into the misunderstanding of non institutionalized management.

The experience of crocodile shirt for 49 years is to use system to manage enterprises, rather than relying solely on human resources.

Second, development planning must be forward-looking.

Make a detailed market research on the target market, avoid "pat the head to make plans, take the determination of the chest, and fail to take a spanking".

As early as 80s, the crocodile shirt invested tens of millions of yuan, and the pearl beads garment industrial zone was established in Zhongshan, Guangdong.

This is a large garment enterprise in that year, and there is no precedent for large-scale investment by foreign capital, so the risk is also great.

But in the past more than 10 years, this decision has proved to be correct.

Today, it has become a leading local business and provides thousands of job opportunities.

Third, choose a scientific and reasonable mode of operation.

Crocodile shirt is the first enterprise to set up a clothing store in Hongkong.

In the late 80s, when the crocodile shirt entered the mainland market, it first built up exclusive stores in big cities such as Beijing, Shanghai and Guangzhou.

Subsequently, in view of the fact that there are great differences in the vast inland areas and regional economic and cultural development, the franchising chain system is also the first to be implemented.

Facts have proved that this combination is successful.

By October 2001, crocodile clothing sales outlets in the mainland have exceeded 800, and are continuing to develop.

Fourth, adhere to and continuously enhance corporate culture.

The corporate culture of crocodile shirt is embodied in the spirit of serving the customers first and internally.

Under the guidance of this corporate culture, the marketing activities of crocodile shirt do not rely on advertising, but rather abide by the humanistic spirit based on consumer demand, and serve the culture from all aspects of system design, raw material procurement, production organization, quality control and so on.

Therefore, "peach and plum are silent, and they are coming from the next."

Fifthly, although the image of a crocodile has never changed in production and operation, the store image of the crocodile shirt, accessories, products and gifts in the store are all changing with the market, and even the adjustment of the details in the north and south market.

Six, in the management of the agent, the "crocodile shirt" also conforms to the change of the market. It has experienced various operating modes from its own shop to business cooperation with China and the understanding of China's business. Finally, a strict agency system and agent auditing system are formulated, and the process of consolidating the market step by step is made step by step.

At the same time, we always pay close attention to and learn from the strengths of our mainland counterparts and other countries.

Mr. Lim Por-yen, chairman of the board of directors of the Hongkong Li Xin group, has an indispensable topic every time when he presided over the management meeting of the company: "constantly learning from others' strengths and constantly reflecting on their own problems".

As the Chinese established the longest history of Hongkong clothing brand enterprises, crocodile never forget to repay the society and return to the nation.

In recent years, Mr. Lim Por-yen has contributed more than 600 million yuan to public welfare, charity and education in the mainland.

This "crocodile" is no other than "crocodile".

The "crocodile shirt" in Hongkong has always had a shadow, which is the "crocodile" of France.

French lacoste was founded and registered in France in 1933, and has established more than 40 stores in 1980 after applying for registration in China.

The two "crocodiles" are trademarks of crocodile shells, but they are quite different from each other.

Different shapes: Crocodile fish shaped mouth to the left; lacoste fish mouth to the right.

The pattern is different: crocodile crocodile has the English name of the "CROCODILE" crocodile, the Chinese name of the red line and the crocodile shirt and the word "start 1952". The name of the Lacoste is "LACOSTE", which is the name of the person, without the meaning of crocodile, and the pronunciation is different.

Market positioning is different: Crocodile shirt is located in ordinary office clothes, and the target consumers are young white collar workers. Their style is steady and their prices are general.

Sales outlets are different: the two sides are sold by their own special counters, and they must not be confused. The color of the crocodile shirt is dark green, while the color of lacoste is dominated by white.

The French crocodile and Hongkong crocodile reached a comprehensive settlement, and the Hongkong crocodile announced the opening of the new logo immediately.

According to the settlement agreement, Hongkong crocodile Co., Ltd. recognized the trademark exclusive rights of the French lacoste shirt company registered in China in 1980, and promised to no longer use Hongkong crocodile graphics after March 31, 2006, instead of using new trademark graphics.

The new crocodile brand will be legally registered and owned by crocodile Co. Ltd. and the crocodile is still the main pattern.

The new trademark has a modern sense of fashion, which embodies the golden crocodile pattern fully embodying the wealth and meaning of life and English CROCODILE.

Original Hongkong crocodile shirt logo: Green bottom, crocodile head left pendulum; new trademark graphics: Crocodile tail up, CROCODILE English word surround or across the crocodile.