Ling Lanfang Talking About Heavy Tillage Silk Road

Since ancient times, Huzhou, known as "the house of silk, the land of fish and rice", has always enjoyed the reputation of being "dressed by the world" with its exquisite silk satin.

When Ling Lan Fang Chatting about his extraordinary 40 years' silk life. Behind Wen Ya's accent, it's hard for you to restore the biggest ups and downs of the Silk Road, the biggest private silk enterprise, when you entered the factory and began to deliver cocoons at the age of 17. Later, you ran a state-owned enterprise. It was hard for you to die in Shanghai. 12 people were killed and about 30000000 yuan owed. 10 years ago, they had no choice but to lay off.

Today, the annual sales volume of the silk road is more than 20 billion. In his eyes, "brand is the life and death card of an enterprise. If we say" export wheat only ", the key to the future is how to make" brand bread "in China.

　　 First taste " reciprocal selection "

"In the future, even if the enterprise that can survive is to distinguish the quality of life with the brand, the brand is the leading enterprise, not the brand is only the dragon enterprise, the brand eats the meat, does not have the brand soup."

Ling Lanfang has the most profound understanding of this. In 2008, the global financial crisis broke out and export orders fell sharply, and China's textile industry suffered a heavy blow. Silk Road Group is also difficult to escape, raw silk prices fell from 220 thousand yuan per ton to 170 thousand yuan, foreign trade orders fell sharply, when the situation is urgent, factory directors have asked Ling Lan Fang to cut production. However, in order not to let employees panic, after weighing, Ling Lanfang chose not to reduce staff, no pay cuts, no reduction.

"World class luxury brands have silk products, but Chinese silk can not get ten brands. This is our sorrow. Hermes's deep silk and Prada fabrics are provided by us, but we can't make their terminal products. They can't sell that kind of price, and consumers do not know your brand. "

The crisis has made Ling Lanfang realize that he must gradually get rid of his simple dependence on foreign trade orders, seize the domestic demand market, establish his own brand and pinch his fate in his own hands. However, before the silk road was exported raw materials, rarely involved in semi-finished products, what products to sell domestically is the first thing to consider.

"The advantages of silk are gorgeous, easy to get close to the body, mites and other bacteria can not survive, the disadvantage is that it is easy to wrinkle under high temperature and easy to fade under the sun. After careful assessment, we have chosen the field of home textiles that can foster strengths and circumvent weaknesses." Ling Lanfang began to create "gratitude" silk quilt brand. In the market of counterfeit and shoddy silk, he insisted on choosing the best material.

However, the price of goods is one point, the immature market is the most sensitive to price, and a good product with high cost can not compete with inferior goods even if it guarantees capital. The terrible "Reverse Elimination" emerged: faced with piles of stock, he had to sell at a loss.

Frustration made Ling Lanfang realize that high-end silk products are not without the market, but the positioning of brands is a problem. With the new idea maturing, he decided to build a high-end brand, "Huan Sha", inspired by Liu Huan and Sarah Brightman, the "I and you" that spread all over the world.

　　 To get ready for battle

The high-end home textile market has already been competing for a long time. The strong brand stores such as lorai, fuanna and Meng Jie are all over the country.

Ling Lanfang decided to invest in the 26 million "joint" Zhejiang Yi textile digital textile Co., Ltd., and Lien Heng Zhejiang University. In particular, we spent 120 million huge sums of money on the layout of Guang'an, Sichuan, to create a silk Home Textile Industrial Park and expand the capacity of the former technology.

Experienced the policy adjustment and control of cocoon wars in the last century, and several rounds of fluctuations in the price of cocoon price than silk price, he attached great importance to the stability of raw material base. "We must choose one sericulture producing area as our long-term supply alliance, or we will set the factory to the resource base. We must have a reliable base for silkworm production, otherwise we will not do it."

Ling Lanfang, who had never stopped his feet, quickly introduced the most advanced embroidery machine to carry out the yarn dyed jacquard technology. However, new problems have emerged. Due to the characteristics of the silk itself, the slippage will cause chromatic aberration, resulting in the waste of products. "We finally overcome the slippery international problem by technological innovation and win the exclusive patent."

The western resource and Productivity Center, the eastern technology and brand center, and the industrial structure were built to make Ling Lan Fang own 3000 tons of raw silk, 10 million meters of silk and 500 thousand pieces of silk each year. Silk clothing And home textile production capacity.

　　 Seeking new business routes

The elements of building high-end brands are basically complete.

In August 2009, out of a high degree of recognition of Ling Lanfang's concept, Hu Chao, a strong woman in the home textile industry, is good at joining the market competition strategy. She pointed out that despite fierce competition in the home textile market, she did not have a flagship silk brand. She should rely on the values of "exquisite silk and luxury art", aiming at high-end people's wedding, relocation and etiquette. Only high-end shopping malls were set up on the channel, and franchised stores were not opened, so as to avoid falling into "street battles".

This led to a controversy over the business growth model. After all, choosing franchised stores and franchised stores can make big sales. Cash turnover is faster and short-term results are visible.

It is a long process for a brand to really get consumers' hearts. Taking the high-end shopping mall route means difficulty in entering and charging, but the top shopping mall channels can help brands penetrate into the minds of consumers. Only by swallowing this tone can we win the battle. Regardless of the gains and losses of one city and one pool, he did not give up the long term in pursuit of short-term interests. Ling Lanfang finally made up his mind.

Soon, joyous home textiles penetrated into Yansha, Cui Wei and Jin Ying. And other top domestic shopping malls, annual sales reached 30 million yuan a year, further increased to 100 million yuan in 2011.

A good brand needs to be endowed with culture, taste and vitality.

During the Shanghai held in World Expo, the Chinese Pavilion found Ling Lanfang, hoping to weave the classic "Fuchun mountain map" into a 10 metre long scroll with silk, and decorate the VIP Hall of dignitaries. Ling Lanfang seized this rare opportunity: from receiving the design pattern to using the advanced silk weaving technology to sample fabric samples, it took only 7 hours before and after it was approved by the partners.

The fate of Fu Chun Shan residence is constantly changing. Two years later, China Film Group Sanping Han and Phoenix guard Liu Changle decided to shoot the same name movie, and the brand of Huan Sha textile was successfully implanted. Laurence, the chief designer of the costumes, really brought the brand of Huan Sha to the top fashion circles in China. On the big evening of the London Olympic Games in China, many stars and hosts dressed in the silk dress.

How does the future silk road extend? There is a coordinate axis in Ling Lanfang's heart -- the X axis is silk, the Y axis is the home textile, these two axes require extreme perfection. "If you want to compare with the international brand, it is not a short distance, especially the R & D design style. The color of the silk scarves of the Hermes is varied and creative. But our design sometimes stays in the stage of" dragon playing Phoenix and flowers blooming ". This requires a long-term accumulation and learning process. He set the goal for Huan Sha to walk into the people's homes and walk into Paris, New York.

In Ling's view, the brand's posture is noble in any way. If you can't get to the people's home, it's hard to have its long-term vitality. "Looking at the history of Ford [micro-blog] is the process from" high to little "to" people friendly to the convenience of the people ", but I will be more cautious, and have been widely recognized in the high-end group, and will move downward step by step.

In eighteenth Century, when the British meritorious service presented to the empress, a Chinese scarf would be honored, but now the silk hometown was praised by Hermes, Armani and Prada. How to truly create an international silk brand? Nearly 60 of Ling Lanfang's dream and mission for this life is still in constant quest.