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Chinese Clothing Year Lushan: I Don't Admit Defeat Anywhere.

2013/12/13 16:07:00 24

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 interview notes .
 for the first time to call Lu Yama somewhere in Europe. The second time is in Shantou. The third time, I just returned from Beijing, and I won the 2013 "China clothing annual personage Award" issued by China's < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a >. 
 to see Lu Shan, the first feeling is natural. Once he was one of us. From 1995 to 2009, Lu Yama was the producer of the Chengdu TV station, producer and host of "sports time and space", "tonight 800" and "news new reading". In the host's career, the most memorable one is the Wenchuan earthquake broadcast station of Chengdu TV station. At that time, he was the anchor in the news broadcast room, and also the main person in charge of the earthquake live broadcast project. No matter how many aftershocks, he insisted on broadcasting the news of the disaster area for the broad masses of the people. Referring to this paragraph, he said, "actually, I am also afraid, but I think if I am put down today, I must stick to the anchors." That year, he won the gold medal host of Chengdu TV. 
 Lu Shan saw my first sentence: your dress has changed. I was a little surprised because we hadn't seen each other for ten years. It can only be said that being so sensitive and profound to dress and dress is a natural gift for Lu Shan. It is not difficult to understand. Driven by this, he finally dug the past glory and opened up a new career. 
 Lu Shan knows that the interview will not be so formal and serious, so he chose light striped shirt, light brown checked suit, light colored pocket towel and dark trousers, which is exquisite and relaxed. Lu Yama said, it is all our own brand. From the fanatical pursuit of foreign brands to the fact that they are not wearing their own brands, Lushan is not doing so because of its needs, but because its brand has long been an international product in terms of design, production and operation. Nowadays, there are all the influential figures in the international garment industry. The brands are a target= "_blank" href= "http://www.91se91.com/". The designer "/a" is also the big designer, and the factories for processing garments are also producing for these big brands. "In the past, most of our factories in China became the OEM factories of all the countries in the world, so China called the world factory. Now I take my brand to Europe to make them do it for me. I believe you can understand this pride." The weight of Lu Yama's speech during the award is self-evident. 
 Chinese enterprises have always been a topic of concern to the Chinese enterprises. The so-called cultural differences and the disagreement between ideas have led to the so-called internationalization of many enterprises, but only a few foreigners in the team. In the clothing industry, the real internationalization of Lushan is not only in Sichuan, but also in the whole country. 
The news career of P has made Lu Shan's steady temperament and clear thinking, and more importantly, he has a responsibility. "I want to witness from weak to strong, from China's local enterprises to internationalization process, I hope this is a witness of this enterprise, and I want to be a witness to this industry. I used to be a host, I am an event recorder, now I want to be an event recorder and witness." 
"P" is the same way. Lu Shan has carried out his ideal in another way and never slack off. 
 story .
 strong > go to Europe, let them make my brand /p >
 gold medal host's gorgeous turn /p >
 in the 90s of last century, it was a relatively uncomfortable era for the young people who were very fond of smug. The beautiful a target= "_blank" href= "http://www.91se91.com/" > clothes < /a > was not good enough. If you want to dress yourself fashionable, you will not disappear from the crowd. There are only two choices. One is to take the person from Guangzhou, and another to go to Qingnian Road. 
 as a fashionable person at that time, Lu Yama was also a frequent visitor on this road. He also met Liu Changming, the boss of a booth, and soon became good friends. Later, under the influence of Lushan, Liu Changming decided to end the declining clothing and bulk business. After Liu Changming created his own brand, Lushan even contributed to his knowledge of clothing brand building and design. When the company moved to Guangzhou, Lu Yama flew the past in his spare time to teach them and participate in product development. Lu Yama said, Liu Changming graduated from junior high school, the education level is not high, but the learning ability is particularly strong. Moreover, the operation of a brand requires a lot of investment, not all bosses have such courage and courage, the change of concept is very difficult. At that time, those bosses in Qingnian Road later split up very fiercely, some of them fell in families, some went to real estate and made paving, and still insisted on making costumes. Lu Shan encourages Liu Changming. Many good designers and brand founders in this industry are not professional origins, but they also have made good brands and have confidence. 
 Liu Changming has been inviting Lushan to join. On the one hand, Lu Shan's own job is rising. On the other hand, the company is in Guangzhou, so that Lu Shan can not take care of the family. Until the 2008 earthquake in Wenchuan, the work of the anchor station day and night has kept the heart of Lu Shan. 
"P", influenced by family, Lu Shan liked drawing at an early age. For a time, copying a mustard garden picture was one of his homework. Later, he didn't apply for an art major. He studied finance first, later learned news, and graduated into television. But his interest in visual art and interest in clothes has been retained as his hobby. 
 when Liu Changming's company moved back from Guangzhou to Chengdu. Since its own brand operation has reached a certain scale, the company has also signed a 15 year proxy for the Italy brand. The vacant position needs special communication skills. The most suitable person is not Lu Shan. This time, Lu Shan did not hesitate too much and resigned to the television station. The resignation of such an excellent journalist naturally caused a great shock in the unit. Lushan said to his leader, let me try it. I can't do it again. But Lu knows that this step is impossible to go back. {page_break} 
 the factory that looks for Europe made me /strong < .
Lu Yama is no exception, but his main business is brand management, design, the whole market planning, product design, supply chain selection, management and other very professional work. P 
 Lushan's clothing company has established an international operation road from the very beginning, but it is easy to say, but it is not easy to do it. Lu Yama said that many domestic enterprises claim to be in the international market, but in fact, they do not really enter. Now billions of enterprises are sold abroad. They are all black and white. They need help from local Wenzhou people. There are also some companies that show more elements. Lushan feels that internationalization must be implemented, including internationalized teams, markets, supply chains, etc. 
The design and supply chain of "P" internationalization is the most valued by Lushan. Besides the clothing design that is usually understood, the clothing showroom and storefront design are all used by foreign designers. Lu Yama said that to establish a brand image, we must follow the international standards and practices, and can not talk to ourselves. 
 at the supply chain resource integration level, Lu Yama actively explores the supply chain resources that can bring better quality to consumers and achieve higher value for enterprises. Whenever a good supply chain is found, whether at home or abroad, he will rush to visit and negotiate at the first time. During the 2012-2013 years, Lu Shan went out to investigate with the clothing association, and finally found some factories suitable for his own businesses in Italy and Portugal, and realized that the gap between international prices and China was not as big as expected. Through continuous negotiations, the final processing cost of foreign countries is similar to that of China, and even some unit price is lower than that of China. This integration makes the high-end products of the enterprise have a very good plate and quality improvement, and also adds a magnificent touch to the implementation of the international supply chain and international origin. 
 in the process of the company's efforts to build an international brand, joining the Pitti uomo men's wear in Italy Florence a target= "_blank" href= "http://www.91se91.com/" > dress "/a" exhibition is a key step. Entering this exhibition, it can be said that it has been a stepping stone to enter the Italy apparel circle, and is a symbol of a trustworthy brand. In the past, Asian brands did not take part in it. Later, there was a Japanese pavilion and a Korean Pavilion. At the exhibition, they gradually met many people in Italy clothing circle, and more importantly, a large number of foreign customers, so that their clothing has been sold to 33 countries such as Italy, Switzerland, Russia, Ukraine, South Africa and so on. When ordering, these foreign customers are invited to Chengdu, so that they can get a deeper understanding of the company and the West. Lu Yama said that the largest number of foreign customers ordering a full bus ride. Although these foreign orders account for only ten percent of the annual sales, they bring a very important international influence and reputation to the company. 
 internationalization is a way of thinking .
 for an international clothing company, it can be said that every link must deal with foreigners and how to get along with them. 
 a lot of people think that knowing a foreign language is internationalized, but in the heart of Lu Shan, internationalization is a way of thinking, not only a language: "internationalization needs to read and master a large number of international practices, including understanding of foreign laws, humanities and even ways of thinking. This is the first preparation for internationalization." In Lushan's view, first of all, we need to know each other so that we can have more capital no matter whether we cooperate or negotiate. Lu Shan goes to Italy at least 6 times a year. Besides negotiating work, he will feel Italy's culture and life, food and scenery in his spare time, so that he can really integrate himself into it. 
 "I have two special abilities to do news, the first is to see the essence through phenomena, and the two is to have strong communication skills." Lu Yama said. Including the interpretation of the Italy League A, and the interview of Italy stars in the media, they laid the foundation for Lu Yama's understanding of Italy, and full of understanding and affection for Italy's history, culture and humanities. This also made Lu Yama more harmonious and successful in communication and cooperation with Italy partners. 
 for Lushan company, a lot of business must cooperate with foreigners, so we must maintain a good attitude. Lu Yama said, "we have been to so many countries and cities abroad, and we get along with colleagues who work together." There are two problems for Chinese people to get along with foreigners. They must talk about the so-called international etiquette, and they must live face to face for the sake of etiquette. The second is the other extreme, refusing to communicate, thinking each other, and being at peace with each other, and finally unable to cooperate. Lu Yama said that our cooperation is reciprocal cooperation. We must quarrel and fail to agree. One step back is the same as the way we treat any colleague. 
 now the clothing company of Lushan is located. The three brands occupy different markets, the total number of domestic stores is more than 600, and the total sales profit in the country ranks between sixty and eighty, the number one in the West. 
 dialogue: I often feel the strong element of Chinese in foreign countries 
 reporter: you have always taken the international route, but clothing especially men's clothing, feel that European brands have more advantages. How do you compete? 
 Lu: in fact, Europeans do not like us. They only recognize big brands. They respect design, and as long as they are unique and have characteristics of fabrics, they like no one. I think the age of being obsessed with luxury goods is bound to pass. The United States used to be a big consumer of luxury goods. Later it was Japan, then Arabia, then China. Historical experience tells us that all luxuries will be short-lived, and all countries that consume luxury goods will finally advocate practicality and simplicity. 
 remember: what is the biggest change in a few years? 
 Lu: when a new person enters the industry, it is very stressful. Change is a broader field of vision. I think that now go back to the media, the way of thinking will be different. Media management is the same as our business nature. We can not fully consider economic benefits, but also consider social benefits and do a lot of public welfare. 
 remember: what is the biggest imbalance? 
 Lu: the original understanding of clothing is more than anything else, but facing the market is two different things. What you think is very beautiful is not necessarily able to sell, for example, we must consider the township, for example, the consumers of Renhe Spring constitute a large number of two or three line cities, and their preferences are different. 
 remember: it was still too idealized. 
 Lu: some idealism. For example, the average height of men in Sichuan is more than 1.66 meters. Chinese people's consumption concept is different from foreign countries. For example, we can't wear leather skin. < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > will not wear high necked sweater. Most Chinese men have big belly and short neck and can not be designed according to foreign aesthetic standards. 
 remember: now your hobby has become a career. 
 Lu: This is a pleasant way to work. The brand of high mountains and hills is not mysterious at all. It is also producing things for us. Famous designers, who read in magazines, eat together now, and even consider the trend of fashion that he has not yet considered. This industry is full of opportunities. The personalization of our clothing now has not really been realized. There is a lot of space, there is really a sense of design and a brand that is suitable for different people. Very few young people are suitable for the tide card, such as Zara. Foreign countries have entered a fully divided market, and there is almost no concept of a whole series. In the next ten years, it will be the ten year of China's single product development. Our clothing consumption is still in obscuration, and the future is very broad. 
 remember: what do you think is the advantage of Chinese clothing? 
 Lu: now is the era of real Chinese superiority. Every time I feel the strong side of Chinese clothing abroad, as long as there are Chinese elements to sell well, the design of big cards depends on Chinese elements. Gucci's sweater this year is embroidered with Song Huizong's flower and bird pictures. It's sad that the Chinese era is coming. We haven't realized it yet. We are still pursuing foreign things. China will be an important area of fashion, a bit like Japan in the late 80s. Our company's future road will remain ahead of the existing environment, and we will continue to take the international road in the future. There are two sides to internationalization. We often emphasize that the nation is the world. However, few people emphasize how to ask the national things according to the universal law of the world. If there is no international thinking, the things of the nation can never become things of the whole world.