Zhang Huaming: Brand Is Power.

< p > "this is the power of < a href=" http://www.91se91.com/pioneer/ > brand < /a >.

Zhang Huaming, chairman of the company, felt deeply.

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P, the predecessor of the company, was founded in 1988.

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< p > July 1991, father sent Zhang Huaming to Beijing to clean up the stock.

In the face of the strange a href= "http://www.91se91.com/pioneer/" > market environment < /a >, Zhang Huaming, relying on intelligence and hard work, started her partnership with others in Beijing's big fence, and worked hard for two years in the contract shopping mall counter.

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At P, Zhang Huaming had the idea of producing and selling himself.

"Wouldn't it be more perfect to buy and sell fabrics that match the market and design, produce and sell them?" < /p >

< p > in Zhang Huaming's view, "brand is the best market pass".

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< p > January 1996, the first selection of Beijing silk products made by the special silk products from Hangzhou, Jiaxing and Hubei Province was launched, and the market was quickly exploded in places such as Beijing, Taiyuan, Nanjing and Shanghai.

This has changed the direction of enterprises.

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< p > 1996, Ya Ying company first set up a product design and Research Center in Shanghai, hired a famous university professor as design director, and made a version by Shanghai senior master.

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< p > "deciding on the quality of a garment, the most important thing is design."

Zhang Huaming said.

Nowadays, EP has 3 sub brands and each brand has a professional designer team.

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< p > from 1997 to 2004, Ying Ying company entered a new development track, and the enterprise gradually matured, and the brand of Ya Ying started to call the whole country.

The process is not smooth sailing.

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< p > in the second half of 1997, as the weather turned cool, silk garments were no longer produced. Second years of products had not yet been developed. During the "vacuum" period of production, enterprises had to maintain normal production through processing export work clothes.

However, the processing fee is not much, the requirements of foreign businessmen are extremely harsh. After working hard for more than two months, not only did they not earn a penny, but they also lost about 300000 yuan.

The grim fact tells Zhang Huaming that the defect of the single product of enterprises can not be foothold in the fierce market competition.

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At the same time, the information of local markets has also been feedbacks. Many shopping malls and customers who are deeply in love with "Ya Ying" brand are increasingly hoping that P can put on the market of autumn and winter clothing.

Therefore, Zhang Huaming decided to design and develop cashmere coat as the main breakthrough, and bought 200 yuan one meter of high-grade cashmere fabric.

High quality fabrics should produce high quality products.

However, due to the lack of experience in coats production, the cost of a garment is as high as 500 yuan, but it has not been accepted by the market.

The development of cashmere coats failed, and nearly 6 million yuan of investment was thrown into the water.

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< p > 1998, when the international financial crisis approached, the sales of domestic silk clothing market declined as a whole.

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It is not Zhang Huaming's character to shrink back and give up. < p >

At the end of July, Zhang Huaming took a bus to Wenzhou, Fuzhou, Xiamen and Shenzhen to take a circle.

Finally, clothing production is actually a complex systematic project with many links.

A wise decision and a good plan will lead to "complete destruction" as long as there is a loophole in one link.

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< p > Zhang Huaming decided to fight again.

He specially asked Li Chenglin, a production technology expert, to check out the excellent design talents and research and improve the clothing version.

At the same time, with twenty tens of thousands of Yuan borrowed from relatives and friends, he went up to Harbin and rented the counter to develop wholesale business in Hongbo clothing wholesale market.

The daily operation of the whole company is maintained with the money collected in Harbin every day, and the scale is developed in the Nanjing market, < a href= "http://www.91se91.com/pioneer/" > retail operation < /a >.

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< p > Zhang Huaming did not give up the expectations, invested huge sums of money, developed new products, improved the number of blocks, from the single season to the four seasons, matching the elegant women's clothing series, the quality was greatly improved, the end of the game began to reverse, and came to an end in the unimaginable hardship.

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< p > 2003 SARS, there were many clothes Brand Company failed to withstand this storm.

Ya Ying people saw the hope from this, using this time to study the modern company management concept, build learning organization and carry out training.

Through this period of study and precipitation, it has accumulated long-term energy for the future development of Ya Ying.

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< p > 2004 is the epoch-making year in the history of the development of Ya Ying.

After preliminary inspection, communication and negotiation, Ying Ying welcomed the joint venture with ILLY MiroglioS.P.A and formed a joint venture in Zhejiang Ya Ying Garment Co., Ltd.

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After P, the strategic planning and management mode is clearer and more brand operation is attempted.

ELEGANT.PROSPER, the company's leading brand, inherits the overall planning and design style of Italy and serves women who are full of longing for and dream of a better life.

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At the same time, from 2004, Ya Ying gradually cut down production and delegated production tasks to other enterprises. The ultimate goal is to achieve "zero factory". This will make ya Ying concentrate energy and resources to strengthen R & D design and expand marketing, and occupy the high-end of < a href= "http://www.91se91.com/ pioneer/" > value chain < /a >, so as to improve economic efficiency.

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< p > now, Ya Ying has three brands of EP, TBF, ELEGANT PROSPER, and the pattern of multi brand operation, so as to realize the comprehensive coverage of customers and meet the fashion needs of women of different ages.

Through the management of brand value, the optimization of human resources management system, the establishment of long-term incentive system and the improvement of management informatization, the company has strong competitiveness and sustained development force in the current Chinese women's wear industry.

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< p > "in the next 10 years, Ying Ying will refine different brands according to different consumer groups, and open up multi brand strategy. The premise is, of course, to do well in internal strength, do a good job in the infrastructure construction of enterprises, so as to hold the business philosophy and business mode that are in line with international standards, and gradually take the lead in market development."

Zhang Huaming said.

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< p > over the past few years, from Beijing to Shanghai, from Guangzhou to Macao, from Chengdu to Xi'an, Ya Ying's terminal store has become a beautiful city scenery.

From high-end department stores to shopping centers, from the boutique Street to the airport, and then to the living hall, the elegant and elegant channel types are constructed to create an artistic and humanistic space of love and happiness, so that customers can easily enjoy experiential stores and services.

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< p > now, after each customer consummate, the salesperson of EP Ya Ying store will send to the doorway, hands pass the goods purchased. Customers will receive a thanking message when they go out within 3 minutes, will receive the after sale call after three days, and the clerk will have an emotional contact within 15 days.

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< p > "this" 3315 system "is the foundation of our customer relationship management.

In Zhang Huaming's understanding, they are not simply buying and selling relations with consumers. He often says, "our enterprises are beautiful designers and makers, and customers are beautiful Experiencers, disseminators, and we are beautiful messengers".

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"P" is not exported, nor does it go to the wholesale market of the low-end market. It presents the most beautiful products to customers through the most beautiful shops all over the country.

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< p > 2010, EP Ya Ying landed in Macao, officially launched the brand export plan, and established an international brand management system.

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< p > "next step, we will continue to enter Southeast Asia and other international markets, and let the brand go further!" Zhang Huaming confidently expressed.

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< p > "let women dress up beautifully and make people's lives" more beautiful. "Maybe beautiful China will be within reach."

Zhang Huaming said that today China's GDP ranks second in the world, and people live richer and richer. More and more people pursue high quality life.

Ya Ying women's clothing is precisely with the high quality, has moved the consumer's heart, has won the market favor.

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Zhang Huaming's ambition is more than P.

In the process of innovation, we should integrate more a href= "http://www.91se91.com/pioneer/" > Chinese culture < /a >, we should create and export more fashionable products with Chinese elements.

Zhang Huaming said that next step, they will make more efforts to build brand export, with a view to see EP Ying Ying in all parts of the world, so that foreigners can see not only "made in China", but also "brand from China".

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