The Brand Story Of Crocodile Shirt In Hongkong

Hongkong " Crocodile "There has always been a shadow," the French "crocodile".

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 Hongkong people, "what is the sign of Hongkong?" except for Bauhinia, I believe almost all Hongkong people will point to the skin on their feet. shoes And leather goods. clothes I am proud to tell you that it is crocodile shirt.

　 Brand story

The crocodile shirt was registered in Germany in Hongkong in 1910. clothing Trademarks. After the defeat of Germany in 1945, Crocodile shirt brand It was confiscated by the British and Hong Kong 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. Clothes & Accessories Brand.

Lim Por-yen was born in Chaoyang, Guangdong in 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 had won a lot of business and became Hongkong in those years. Spin Products are sold to the largest manufacturers in Africa. He also called him the "king of Africa".

In 1947, Lim Por-yen founded Li Xin garment factory, mainly producing T-shirts. Western-style trousers 。 Li Xin's products are selling like knitwear. Lim Por-yen said, Li Xin business is really good, products not only sell well in Southeast Asia, Middle East, Africa, but also in the United Kingdom and the United States are in short supply.

Li Xin garment was listed in Hongkong in 1972. At this time, Li Xin has become one of the world's most famous clothing manufacturers in Hongkong. In 1987, Li Xin bought the "crocodile shirt" and opened up the garment retail market. In the same year, Li Xin garment was renamed "Li Xin International", and another "Li Xin Development" was established mainly based on real estate and securities investment business.

In 1988, Lim Por-yen bought Asiatic TV, and only recently sold ATV shares. Since 1990, Lim Por-yen has been making major investments in the mainland. At present, the real estate projects are mainly in large cities like Guangzhou, Shanghai and Xiamen. The retail market of crocodile shirt is almost all over the country.

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.

The crocodile shirt has more than 900 sales outlets in more than 90 cities across the country, and the network is huge. In addition, Lixin Holdings Limited, a Admiral Company in the mainland, has many excellent real estate development projects in some cities with high economic growth, including the Hongkong square in Shanghai, Shanghai Kaixin mansion, Shanghai Flower Square in May, Guangzhou flower Plaza in Guangzhou, Tianhe square and Dongfeng Plaza in Guangzhou, etc. these commercial or residential projects have retail berths, which provide great advantages to the crocodile shirt either in developing their own brands or in other brands. In recent years, the crocodile shirt series has been launched in China, which is popular for the new generation of women in China.

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 1987, "crocodile" entered the Chinese mainland to tour and sell clothing. In the time when clothing was scarce, the brand effect of "crocodile shirt" had made its sales very smooth. But even so, when the first "crocodile" store opened in Guangzhou in 1988, the "crocodile" service also arrived. For example, any consumer would enjoy the natural reception in the shop. The waiter would not give you a sense of oppression, but when you need him, you will find him at your side. For example, in the "crocodile" shop, you will not only be asked to see the hanging samples, but you can not turn the shelves on the shelves at random, and there are very few introductions in the "crocodile" store, but the "body service" language will make you very useful.

In addition, if you are an old customer of crocodile shirt, you will find that there is no "stall" service in their shop guide. Every person is mobile every minute of his working hours. When he has no guests, he will arrange the goods, while the guests will be fully served when he is there. These are not just the phenomenon of a crocodile shop, but a manifestation of the "crocodile shirt" brand service spirit materialized into practical work.

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, "crocodile shirt" should be fully aware of the changes in China's garment industry after the reform and opening up. Brand clothing Appearance is the stage that clothing can be sold, followed by several brands taking the stage of market share, followed by the stage that many brands rush 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.

In terms of marketing, before entering a specific target market, crocodile shirts make detailed market research and report on a level by stage basis. Middle managers are responsible for screening and sorting out research materials for various channels, and then reporting on decision management.

The decision is made only after careful analysis and judgement by the top management.

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 agents, the "crocodile shirt" also complied with the market changes, went through business cooperation from China to China, and understood all kinds of operation methods of Chinese business. Finally, it formulated strict agency system and agent audit system, and cooperated with them to consolidate the process of infiltrating into all levels of the market 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.

Many people believe that China's accession to the WTO is a "coexistence of risks and opportunities". Crocodile people believe that this is the "opportunity and risk coexistence" - first of all, opportunities and risk. They have been fighting rough seas for half a century in the competitive market of Hongkong. Therefore, they have full confidence to join the mainland garment industry to meet the challenge of joining the WTO.

The crocodile shirt CROCODILE men's clothing series won the "Hongkong ten brand" title of the Chinese manufacturers' Association of Hongkong in 2000. In the same year, it won the top ten brands in the Chinese T-shirt market share survey of the China famous brand LIAN organizing committee.

By the end of 2002, "crocodile shirt" has over 900 stores in various forms in the country, basically managed by agents in various cities. "Crocodile" company led product development, marketing strategy formulation, management and staff training at all levels. The scope of marketing has been extended to county-level cities in some rich areas, but the brand positioning, style and quality of "crocodile shirt" have not changed.

The reasons for the three categories of cities are: first, to satisfy consumers' desire to reach the consumer level there, and the other is to subdivide the market, so that it is easier for them to master the information of the end consumers, so that they can have a definite goal for further differentiation of product development.

　 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.

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.

For consumers, it is most important to buy their favorite clothes, and two crocodiles already have many different and more stable consumers.

The dispute between the French "crocodile" and the "crocodile" trademark of Hongkong for 5 years finally came to bear fruit. In October 23, 2003, under the auspices of the judge of the higher people's Court of Beijing, Mr. Bernard Lacoste, the owner of the French lacoste Limited by Share Ltd, the owner of the French crocodile trademark owner, and Mr. Lin Jian Gao, the legal representative of the Hongkong crocodile Co. Ltd., held their hands in court.

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.