Li Liang: Red Beans Give Birth To The South.

Red beans are born in the south. Full of Chinese sentiment, the red bean group has a natural sense of intimacy. In the past few months, the news of "red bean" group has been keeping news for months. In the nineteen China International clothing At the scene of the fashion fair, the reporter was lucky to interview the red bean. Men's wear Product center Mr. Li Liang, let us wait and see, see "old" brand strong return.

Reporter: Hello, Mr. Li. First of all, would you like to introduce the red bean group?

Li Liang: the red bean group is a key enterprise group in Jiangsu province. One of the 120 large scale deepening reform pilot enterprises of the State Council, the registered trademark "red bean" is the first batch of well-known trademarks in China. The company has nearly 3 billion of its total assets and sales revenue of 5 billion 62 million yuan in 2002. In January 8, 2001, the red bean industrial Limited by Share Ltd was successfully listed on the Shanghai stock exchange. The red bean clothing is the basic industry of the red bean group. 50 years of clothing experience has made the quality of red bean clothing excellent. Scientific management tools and good brand image make Jiangsu red bean Limited by Share Ltd suit, shirt, Cardigan T-shirt, Casual clothes The market share of other major products has increased continuously, covering 32 provinces, municipalities and autonomous regions, and exported to Japan, Hongkong, Canada, the United States, Australia, Russia and many other countries and regions.

Reporter: what products did the red bean menswear bring to this chic exhibition?

Li Liang: this exhibition, we brought four series of products, also occupied four major areas of our booth. It includes business men's wear series, casual men's wear series, red bean men's wear display display and new custom area. Business and leisure men's wear is our classic product. The new generation of display items has been displayed in a more elegant and mature form before the red display. The western-style clothes and shirts are a new business of the red bean men's wear. The customized model can meet the needs of consumers in pursuit of fashion and personalization, and the price is reasonable.

Reporter: red bean men's clothing is a frequent visitor of the fair. What's the difference between the exhibition and the past?

Li Liang: compared with the past, we have made many new changes in this exhibition. On the basis of retaining the original style, the red bean men's clothing will integrate the Chinese man element into the whole exhibition hall's construction process, which will complement each other with our corporate culture, so that visitors can feel the strong red bean culture when they enter the museum. In addition, we have integrated and innovating brand communication, using the interaction with the network media platform, the linkage of CCTV and local media, and the assistance of newspapers, outdoor and train advertisements. We have promoted the brand appeal of "red bean men's clothing, love China Men" in an all-round way.

In addition, we held the red bean fashion brand strategy summit in the same period of the exhibition. The red bean group will further penetrate the channel through the CHIC platform, and make the franchised chain fine and meticulous, so that the pace of transformation will become more solid and steady.

Reporter: when it comes to "red bean men's clothing, love, Chinese man", I want to know all of you for what reason the red bean men's clothing has launched such a campaign. What kind of effect do you want to achieve?

Li Liang: the corporate culture of red bean is, in the final analysis, a kind of "sentiment culture". We have been wondering, what kind of "love" should be used to take care of Chinese men as a leading brand of Chinese men's wear, and make a voice for men's clothing.

This activity is actually a goal of attracting people. The greatest significance is to deepen the attention of Chinese men. As to how to attach importance to it, it is to find the characteristics of Chinese men.

Reporter: the curtain of 12th Five-Year has been opened. The enthusiasm of "transformation and upgrading" has been unprecedentedly high under the appeal of the state. It is understood that the "transformation and upgrading" of red beans started earlier and the effect is very good. Could you tell us about the way of transformation and upgrading of red beans?

Li Liang: red beans really did a bit earlier in the transformation and upgrading. A few years ago, because of the development of wholesale business and so on, our brand has been "going on" feeling, so from the beginning of 08 years, we recovered the wholesale and concentrated on the brand. The transformation of red bean is carried out in five ways. The first is the transformation from wholesale to brand; the second is the strengthening of supplier management; the third is the improvement of product quality; the fourth is the effort to combat counterfeiting; and the fifth is the growth of the designer team.

Reporter: what is the vision of red bean? What kind of development plan will there be in the future?

Li Liang: the vision of red bean is to be a centennial enterprise. We will continue to accelerate development, transformation and upgrading, serve the most customers in China, and achieve a century old shop with government satisfaction, social satisfaction, customer satisfaction, partner satisfaction, investor satisfaction and enterprise development.

As for the development plan, in the words of our general week, "we have not been a big brother for many years", we hope to make a lot of efforts to get back to our original position in the near future.