NE TIGER Zhang Zhifeng: From The Tailor'S Shop To International Luxury Brand

< p > from the original little tailor to the current "China luxury first person", Zhang Zhifeng spent 48 years.

In September 8, 2012, the Sino Italian fashion summit was held in Milan, where there are many international luxury brands such as D&G, Zegna, GUCCI, PRADA and so on. Her NE TIGER is the only Chinese brand invited to launch a high-level conference.

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Zhang Zhifeng compares the name of "northeast tiger" better than P NE TIGER.

"When I was a child, because I was naughty, I had a nickname called" little tiger ", and I was born in the northeast. So I named my brand" northeast tiger ". Later I thought it should be low key, so I renamed it" NE TIGER ".

N stands for Noble (noble), E represents Elegant (elegance).

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< p > Zhang Zhifeng is not only the founder and artistic director of NE TIGER, but also the chairman of the Asian Fashion Federation and the vice president of China Fashion Color Association.

Next, he plans to open seventh stores in Beijing, and in order to promote the future development of NE TIGER, its connection with venture capital is also underway.

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< p > the first barrel of the tailor's shop < /p >.

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< p > in order to save money, I always buy station tickets. In 5 or 6 years, I don't know what the sleeping berth looks like.

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In the early 1980s, when Zhang Zhifeng built a house in his home and borrowed thousands of dollars from others, he returned to the loan as soon as possible, and at the age of 18, he started his career.

So, in 1982, Zhang Zhifeng opened a tailor's shop in Heilongjiang, which was only a breadwinner, but it undoubtedly opened the door to his business.

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< p > it was only 1 yuan for a pair of trousers to be cut and made, and the clothes cost only 2 yuan, so that day after day day after day, Zhang Zhifeng's small business was in full swing.

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< p > "I first went out to buy cloth in Shanghai. At that time, the cloth in Shanghai was good. I had 820 yuan in all my family, including coins.

In order to save money and buy station tickets all the time, I didn't know what the berth looked like for five or six years.

Zhang Zhifeng recalls.

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< p > his tailor shop is located near Mudanjiang, Heilongjiang, and Suifenhe, below Mudanjiang, borders on the former Soviet Union, and gradually began border trade, mainly barter trade.

Zhang Zhifeng told reporters: "I caught up with the good time, when demand for trade was large, small profits but quick turnover.

At first, the family helped, and then contracted a garment factory. By the end of 1984, the number of my staff was about more than 300.

At that time, it was usually the customers who took the appearance, we made them, and the design itself was very low. "

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< p > "get the first pot of gold in life should be in 1985.

At that time, I could earn 1000 yuan a month, which was a million yuan household.

He was pleased and pleased to tell the reporter, "I got married that year, but I didn't use a penny at home."

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< p > turn to the US and Sue and return to China < /p >.

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The great loss of < p > two has made Zhang Zhifeng understand the truth: "you can't put eggs in one basket."

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By the end of 1985, the number of Zhang Zhifeng going to Russia, Europe and the United States has increased gradually, and the vision of American department stores has been opened since the beginning of the end of P.

There were always great limitations in design and color. But after coming back from the United States in 1987, he could design hundreds of styles. If the guests needed 5, he would design 20 sets for the guests to choose from.

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< p > at this time, Zhang Zhifeng had many large orders in the former Soviet Union to produce large quantities of large customers, and border trade not only had clothing, including food, thermos, wood, copper, steel and other objects needed a lot of barter, Zhang Zhifeng's business operations were all inclusive.

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< p > but when everything was booming, the 1991 Soviet Union collapsed.

In his last resort, he sold the hotels, houses, warehouses and office buildings and lost about 3000000 yuan at a time.

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P, the Soviet Union, suffered heavy losses, forcing him to turn to the US market and trade.

At this time, his clothing store officially changed from "northeast tiger" to "NE TIGER".

As of 1997, Zhang Zhifeng has set foot in 16 industries (clothing, department stores, hotels, advertising agencies, commercial real estate, etc.) with 8000 employees.

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"P," he told reporters, "1997 was my turning point. I started to open a tailor's shop to support my family, and then I made money in the border trade. After 1997, I had a good economic strength and saw my goal in life, so I went back to my costume creation."

However, the "911" incident in 2001 destroyed the American market which Zhang Zhifeng worked hard for ten years.

The US economy is going down, and orders from American customers are all gone.

That year, Zhang Zhifeng lost 40 million yuan in book value.

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The great loss of < p > two has made Zhang Zhifeng understand the truth: "you can't put eggs in one basket."

He explained to reporters, "before I only received large customers, three big customers were enough (the United States, France, Italy), a large customer would have 500-1000 pieces for the same design, so that they could be produced in large quantities, although the profits were low, but the output was high.

The average annual output is 80 thousand pieces.

After 2001, I learned the first two lessons and began to contact some small customers. Now there are about more than 100 customers. Although the customers are more dispersed, they have greatly enhanced their ability to resist risks and flexibility. Now a small customer will only set 5-10 items, and can not carry out mass production, and the profit will naturally be higher.

Fur and evening gowns are designed around 1000, but the average annual output is only 1/4 of the previous ones.

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Zhang Zhifeng P led his team to China and started the "scarce and sophisticated" market strategy.

At this time, he has already done a lot of work in design.

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< p > high set 1000 sets < /p >.

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It takes 6-8 months for P, and 3-4 months for the brocade, and 1-2 months for embroidery.

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In 2002, Zhang Zhifeng invited designers and friends in Europe to have dinner with a friend. A Frenchman said to him, "you Chinese are so rich that you buy three watches and buy one. Why don't you buy a wedding dress instead of renting it?" < /p > p

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The problem of "P" deeply hurt Zhang Zhifeng, and he launched a special investigation on this phenomenon afterwards.

Later, I learned that a Taiwanese started a studio in China. The wedding dress was started from the wedding photo. No one knows why to wear it, but just follow suit.

Data survey shows that 99% of the people use the way of rent, and only a few others are customized.

But no matter at home or abroad, there is a custom, there is a set of clothes to wear grandmother or mother, this is the inheritance of love.

Therefore, in 2005, NE TIGER held the first wedding dress conference under the name of "love".

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After finishing the wedding dress, Zhang Zhifeng began to study and admire Chinese wedding dress in 2006, studying wedding ceremonies, ceremonies and ceremonies. Wedding dresses were only part of them, and they were also part of Chinese clothing. From then on, the culture of Chinese clothing was combed out.

NE TIGER finally found his soul, "the guardian and inheritor of traditional culture".

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Less than P, today, NE TIGER's highly rated Chinese clothing has represented China on the international luxury stage of the Italian fashion summit, all of which stems from the French Frenchman's interrogative sentence.

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< p > according to Zhang Zhifeng, the annual control of NE TIGER is 800-1000 sets.

Up to now, there are 6 stores under NE TIGER, which are distributed in Beijing, Shanghai, Harbin and Qingdao.

"I won't open too many stores, but I'm going to open a more than 800 square meter flagship store in Beijing."

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< p > in the production of clothing, Zhang Zhifeng told reporters, "our silk technology on the front part of the upper part of the glistening clothing takes 6-8 months. The brocade takes 3-4 months, and embroidery takes 1-2 months. These are usually done by a manual master alone.

The cost of manpower and energy is enough to create high prices.

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< p > Zhang Zhifeng has never disclosed to the company's operating data, but he told reporters that this year's sales increased by 10% compared with 2011.

I'll give you another data, because Qingdao is my ancestral home, and the annual sales volume of the 80 square meter store in Sunshine Department is 6 million -700.

In early October of this year, more than 700 square meters of new shops took the place of 80 square meters of shops, and the turnover of the two days just reached about 1000000.

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< p > "when the enterprise develops to a certain level, there is no doubt that it needs external support."

Zhang Zhifeng said that at present, there are 3 family members who voted with NE TIGER.

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