The Success Story Of Luo Wenliang, Chairman Of Saint David'S Men'S Wear

As the largest in Western China

The chairman of Santa Fe, a company, is well-dressed. He speaks in a low and mild way. He is modest and modest. He does not have the arrogant exposure of some business leaders, but he has a strong aura. This quiet power comes from his long meditation and self cultivation.

In the relatively poor land of clothing resources in Hunan, Luo Wenliang started from scratch as a red scarf in 1989, and later pformed into a western trousers. His business made nearly 20 trouser enterprises in Ningxiang, Hunan, where he was called "Ningxiang pants phenomenon".

More than 20 years passed, and now stands in the suburb of Changsha, Hunan. It is a modern fashion industrial park with an investment of 540 million yuan and covers an area of more than 400 mu. This is Luo Wenliang's "Happy Paradise" for employees and themselves to seek happiness. It is also the starting point for Saint's international fashion men's clothing to build the whole ball brand.

Ten years, France pursued elegance, and learned the master pattern.

In pursuit of fashion,

Never stopped.

Approaching the new century, when the local enterprises in Ningxiang are still doing the processing of western trousers, Saint West has developed from the brand of trousers to a full range of men's wear brands.

At this time, Luo Wenliang realized that the lack of clothing resources in the central part could not satisfy his dream of developing the brand. It was time to "go out and come in".

Before and after 2001, Luo Wenliang went to France for the two time. He worked with famous European designer, Mr. Danny Farley from France, to cooperate with Saint de West. It was one of the earliest Chinese garment companies to sign international designers.

Due to Danny's accession, Saint de West successfully designed and developed a series of products that meet the needs of the Chinese market, and integrated the culture of East and West, greatly enhancing the taste of the saint's west brand.

At the same time, it enables Saint de West to extend from the original single product with trousers to the high-end leisure business suit, sweater, leather goods and other men's clothing products.

It is worth mentioning that the cooperation between Saint West and Danny Farley has spanned ten years. A long-term cooperation between a design director and a brand has a strong advantage for the continuity and uniqueness of a clothing brand style.

In 2009, Luo Wenliang adjusted the brand positioning again, and further refined the brand positioning to fashion business men's clothing.

In order to make the world fashion trend more in line with the Oriental aesthetic and physical characteristics, Luo Wenliang took several trips to Dongying, and in July 2010, he finally locked the famous designer Kobayashi Unori.

Kobayashi Unori, 49, from Tokyo, Japan, has been engaged in costume design and research and development, and has founded and served internationally renowned brands such as UKLABLE, BOYCOTT and BADTHREADS.

He joined the team to achieve the brilliant combination of top teachers in Europe and Asia, and create the "master style" of Saint West, leading the new trend of international fashion business.

The French designer has worked for ten years, and the Japanese design team has been working together for three years.

We invite Korean MD experts to fully import the whole industry chain management mode.

Fashion business men's clothing, after blending the French elegance and romance and Japanese refinement, has put the perspective on another popular fashion in the world, South Korea.

South Korea's fashion trends and fashion models are in the forefront of the world, but Luo Wenliang's vision is not focused on the Korean stream, but instead to the relatively short field of Chinese clothing enterprises - MD.

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"The first lesson that Japanese designer Kobayashi Unori gave to Saint West was MD."

Luo Wenliang said, "in Japan, MD is the best partner of designers. Positions are just as important as designers. They are one of the indispensable posts for large garment enterprises."

MD is in the position of general manager in a clothing brand, and is responsible for adjusting business and communicating opinions with experts in the enterprise.

MD planning is the earliest link in the whole design management process. First, we should collect the popular information from the consumer market, and then provide the designer with a view to planning the development of the whole season after combining the product status of the enterprise. MD is also the last step. At the end of the season, how to deal with the inventory, combine the annual inventory with the new stock in the next season, and make the selling rate of the enterprise product reach the best.

MD is a whole process operation, and is the master controller of R & D, production and sales process.

From the Japanese expert's knowledge that MD is such an important post, Luo Wenliang is also thinking that in the MD management system, Saint de West actually has corresponding posts, but production and management are not linked up. MD seems to string up the chain of the whole management system of the enterprise.

At present, there are relatively few enterprises with mature MD positions in China's garment enterprises, mainly due to the extreme shortage of professional MD talents.

Next, Luo Wenliang has been looking for the right opportunity to introduce foreign MD experts to further enhance the whole industrial chain system. It is also a coincidence. In 2011, the Korean MD expert Mr. Qiu Jing Zhi came to the west to train employees. The idea coincided with Luo Wenliang's thinking. Qiu Jing was not only a professional MD lecturer, but also served as MD in many Korean enterprises, with valuable experience in theory and practice.

Before long, Saint West formally signed Qiu Jing planting, and introduced the MD system which has been relatively mature in Korean clothing enterprises.

This time, Luo Wenliang not only put Saint trendy on the coat of fashion, but injected a strong driving "inner core" to Saint Xi.

France, Japan and South Korea take every advantage.

If a keyword is used to describe what Luo Wenliang wants to do in 2012, it is "progressive".

The leading design, strong channel management, scientific management, and MD oriented enterprise management mode are the inner skills of Saint's company in the next 2-3 years.

Designers and planners in France, Japan and South Korea will also create a men's clothing brand such as Saint West. Will they create a collision between design concepts and management ideas? How can we integrate the design styles of the Three Kingdoms and extract DNA that is unique to Saint's men's clothing? This is what Luo Wenliang has been thinking and exploring.

Because the cultural differences and business models of the three countries are different, collisions are inevitable. "Collision is a positive collision," Luo Wenliang said.

The responsibilities of the three countries' foreign aid are different. The French style is the style, providing the popular trend, the selection and edition of accessories.

The Japanese design team is responsible for the control of the specific styles and production processes. The Frenchman is the artistic director, the Japanese is the design director, and the Korean MD is the perfect combination of design and marketing, reversing the design from the perspective of customers, and the different needs of different customers at different times. The plan is put forward to the design director to perfect the combination of design and market.

"Korean MD experts really came to the corporate work before they realized that the understanding was not so thorough before, and what MD put forward was what the enterprises were doing, but no system was formed.

The introduction of MD system can be regarded as the upgrading of enterprise management system.

Luo Wenliang said.

"Korean experts come to enterprises first to understand the laws of the market and understand the laws of the operation of enterprises.

China's consumption market is quite different from that of Korea. The Korean market is only one of China's provinces, and the Korean brand's retail system is different from that of China.

Korean experts are actively understanding the rule of internal and external integration.

The system is not perfect overnight. It is hoped that two years will be used to push ahead effectively. The existing team will actively learn the MD concept, and actively explore the two concepts. The short-term goal is to establish a MD management mode with the characteristics of Saint West.

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The quality of Chinese men's clothing can be comparable with that of the international market, but the design concept should lag behind the developed countries, and the management level is also lagging behind Japan and South Korea. After experiencing different stages of selling products, selling concepts and selling designs, Chinese brands have been developing the advanced management system. This is the direction of efforts in the future. The first thing to start with is to start production and then pform it into a brand oriented enterprise. This time, the MD system was introduced into Korea, and through the establishment and improvement of the sales management system, the management of the whole chain was continuously improved.

France, Japan and South Korea take every advantage.

If a keyword is used to describe what Luo Wenliang wants to do in 2012, it is "progressive".

The leading design, strong channel management, scientific management, and MD oriented enterprise management mode are the inner skills of Saint's company in the next 2-3 years.

Designers and planners in France, Japan and South Korea will also create a men's clothing brand such as Saint West. Will they create a collision between design concepts and management ideas? How can we integrate the design styles of the Three Kingdoms and extract DNA that is unique to Saint's men's clothing? This is what Luo Wenliang has been thinking and exploring.

Because the cultural differences and business models of the three countries are different, collisions are inevitable. "Collision is a positive collision," Luo Wenliang said.

The responsibilities of the three countries' foreign aid are different. The French style is the style, providing the popular trend, the selection and edition of accessories.

The Japanese design team is responsible for the control of the specific styles and production processes. The Frenchman is the artistic director, the Japanese is the design director, and the Korean MD is the perfect combination of design and marketing, reversing the design from the perspective of customers, and the different needs of different customers at different times. The plan is put forward to the design director to perfect the combination of design and market.

"Korean MD experts really came to the corporate work before they realized that the understanding was not so thorough before, and what MD put forward was what the enterprises were doing, but no system was formed.

The introduction of MD system can be regarded as the upgrading of enterprise management system.

Luo Wenliang said.

"Korean experts come to enterprises first to understand the laws of the market and understand the laws of the operation of enterprises.

China's consumption market is quite different from that of Korea. The Korean market is only one of China's provinces, and the Korean brand's retail system is different from that of China.

Korean experts are actively understanding the rule of internal and external integration.

The system is not perfect overnight. It is hoped that two years will be used to push ahead effectively. The existing team will actively learn the MD concept, and actively explore the two concepts. The short-term goal is to establish a MD management mode with the characteristics of Saint West.

The quality of Chinese men's clothing can be comparable with that of the international market, but the design concept should lag behind the developed countries, and the management level is also lagging behind Japan and South Korea. After experiencing different stages of selling products, selling concepts and selling designs, Chinese brands have been developing the advanced management system. This is the direction of efforts in the future. The first thing to start with is to start production and then pform it into a brand oriented enterprise. This time, the MD system was introduced into Korea, and through the establishment and improvement of the sales management system, the management of the whole chain was continuously improved.