Honesty: The Sadness Of Chinese Fur

There is a story: a Jew opened a gas station somewhere. He made money. Second Jews opened a restaurant near the gas station, and third Jews opened a supermarket nearby. As a result, they all made money. One Chinese also opened a gas station in some place. He made money. The Chinese relatives knew it, and opened another gas station beside him. His friend opened another gas station nearby. Later, they all lost. In China, it is very common to follow suit. No matter which industry introduces new products, imitations are coming quickly, especially in China's fur industry.

　　 Sincerity

　　 How can "cabbage price" make "gold money"?

Beijing Hui te FA fur Co., Ltd. was founded in 90s of last century. Fur industry After more than 20 years of struggle, it has a high reputation. But in the face of plagiarism and follow suit, its deputy general manager Ma Lirong has always had a headache: "our company is doing ODM, so the strongest is design and research and development. Every year, companies invest a lot of money in research and development, sending designers to study abroad, but our" deadly enemy "is imitation. These things happen every year, and they become more and more intense. Ma Lirong said that Whitworth will study and design more than 100 new kinds of new products for second years' cooperation with customers every year, because many shopping malls wear large women's clothing brand fur, and they cooperate with Whitworth. Therefore, the company attaches great importance to the design. In order to retain customers, Hui's acceptance of customers' first contract after taking samples is more tolerant. "Because our boss Sun Yingli has always insisted that the aim is to satisfy customers and customers."

But the more "good words" boss is, the more likely he will encounter an insatiable client. Ma Lirong said that at a clothing brand ordering meeting, a fur merchant took a lot of new models from the new design of Whitfield, but he did not sign the contract. Chairman Sun Yingli could only let the fur merchant take the "research" first because he was embarrassed. But the fur traders took these samples and found many small workshops and small processing factories asking how low the prices could be, and then went back to say that the price would drop to such a low level, because other factories could produce such a low price. Why did it not happen?

"It made me very angry at that time. Fur is no more important than other clothing categories. It is about craft and quality. Good fur materials are very expensive. And the materials used in those small workshops are shoddy. Our technology is very strict. He wants us to use the price of cabbage to make good quality. To do business, we must talk about honesty. But such things happen again and again. How can people believe that you are sincere? Chinese businessmen are very bad in reputation in foreign countries because of these people and these things. We can't tolerate copying and copying, but if we go to court for these things, we won't be able to fight all year round. Ma Lirong is a typical northerner's character. She speaks very directly and very easily. Many of the fur merchants are not honest in her eyes, which is a big obstacle that hinders the development of the industry.

In addition to meeting such a bad businessman, another danger will be encountered in fur processing. Raw material Rise. "The raw material of fur is always changing. This is a fact recognized now. For example, at a certain price, we signed the contract with the customer, but the customer did not place the order. Instead, he kept on dragging the time. When the customer placed the order, the price of the same fur had already increased a lot. At this point, we would be losing money if we answered the order again. I have seen many small workshops encounter such things, basically will go back, because they can not afford to lose, but in Whitfield, such a thing can only be insisted, because we are doing not only business, but also integrity.

　　 responsibility

　　 Bad businessmen leave a mess to make the industry suffer.

Ma Lirong said that what happened to Whitfield is that other ODM companies will also encounter it, so the more companies are developing, more and more companies are unwilling to focus their efforts on R & D again, because the investment is too high.

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In Ma Lirong's eyes, not only those bad partners who violate the integrity and moral principles have broken the rules of the fur industry, but also many "sabotage" that destroy the image of the industry. "The price of raw materials for fur has risen very fiercely, and that trend is beyond the imagination of outsiders." Ma Lirong said that the clothing industry in 2012 was not as good as a whole, but I don't know where the news came from. As a result, many small businesses began to March blindly into the fur industry. "These enterprises do not know the depth of water, and have a large gambling nature to enter the fur industry. They do not have the backing of strong financial strength, and they will surely encounter various difficulties when they enter the industry. Ma Lirong can not understand why so many enterprises in China will follow suit instead of doing the industry well. "They have only one idea to enter the fur industry. But without experience and credibility, they will lose money, and then they choose to retreat. But at this stage of their fur making, their unprofessional, dishonest, and no attention to quality behavior seriously affected consumers' recognition of China's fur brand. These people left the mess to turn away from fur to do other things, which is irresponsible for the fur industry.

Ma Lirong's worries are not unreasonable. Many consumers' cognition of fur is limited to high prices, which are good things. But a lot of half a dozen fur and leather enterprises are very serious. They can make more money if they can make money, and can not sell them. This will undoubtedly make Chinese fur more stressful. "Consumers do not understand the distinction between fox fur and mink, and we can not tell the difference between marten and marten. Fox fur is only suitable for wool collar in our view, but many small brands take fox skin as a whole. Although the price is low, it affects the overall quality. But consumers do not know, they are very blind, and think that if they buy something bad, it means that the whole Chinese fur is not good. After having a guard mentality, they may no longer touch fur.

In response, Chen Wangsheng, general manager of Tianjin bartie Fashion Co., was also disgusted with "fur making and others". Clothing category Different styles, no fashion updates and fast prices, and there will not be many changes in styles for several years. The most important advantage is the quality and design of fur. But many of the small workshops that are now making fur will copy your version through some exhibitions, and then go back to do cheap imitation. Raw materials are very poor, and the price is relatively low. Such vicious competition makes the whole industry into an awkward and difficult situation, and it also has a great influence on many famous brands that have been made for many years.

Ma Lirong, who has been in the fur circle for so many years, can also tell a lot about the dark side of the fur industry. But she is still insisting that her insistence not only comes from her inner strength, but also from Sun Yingli, chairman of Whitfield. She said that in Sun Yingli's mind, there was always a complex about fur, because she started making fur business from Sun Yingli's grandmother. After that, she grew up in ready-made clothes. Sun Yingli grew up in such an environment, so the love of fur is from her bones. "She often goes abroad and makes speeches abroad to publicize China's fur brand. In her mind, she always thinks so, that is, if the brand is ready, it can represent China. Because of this feeling, so in the face of those bad deeds in the business world, the enthusiasm of Whitworth is still not extinguished.

　　 Price

　　 Keep fur from being overdone and generate inventory.

Since 2012, clothing has always been inseparable from the topic of inventory. For Chinese fur, which is in high-end consumption, inventory is not a big problem. "R & D enterprises are better in this respect, because fur is more variety and less quantity, and fashion can not be the same street, but every enterprise will be faced with inventory problems, because a discount of fur will definitely affect consumers' cognition. Not any clothing category is cheap, it can attract customers, and the fur industry is the opposite." Ma Lirong said that in order to deal with inventory problems, Whitworth can only be precise in market positioning and strict in consumer attitude so as to avoid unnecessary inventory.

Chen Wangsheng also agreed with this view: "because the raw materials of fur have been rising, the cost is too high, the company can not produce in large quantities, and we must control the inventory well. We are now producing a small batch, belonging to the planned economy, and producing clothing for the customer's demand plan, so as to avoid the impact of inventory."

When it comes to the high cost, Chen Wangsheng also has a headache: "the price of raw materials for furs has gone up too far in recent years. I think the fur industry in China is still taking chances in the process of stabilization. Every company must consider how to design the raw materials, so it is prudent. But the fur industry is still developing in a good direction, and I believe China's fur will develop better in the future.