Lin Congying, Chairman Of The Nine Shepherd King: Why Do Fujian Businessmen Adhere To The Industry?

Lin Congying also admitted that he has been thinking about why all the innovations in China today are devastating. He still believes that the enterprise is not expanding at any speed, and whether it can continue; he emphasizes the value of the brand, and painfully thinks that China is just exporting clothing but not brand; he hopes to build P into a multi brand retailer and serve different groups with different fine brands; in his view, it is more responsibility for enterprises to do business, and life can not be just for money, people should have dreams, and clothing brands can really go out, and the Chinese dream can be realized.

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< p > < strong > external environment changes forced the garment industry to enter the adjustment period < /strong > /p >

Reporter: economists have pointed out that China's consumption is sluggish. In recent years, the growth rate of the garment industry has also declined. What do you think of this problem? < /strong > /p > P.

< p > > Lin Congying, chairman of the nine Mu Wang: from the current clothing industry, the sales growth has slowed down a bit. This is not just the clothing industry. The overall sales growth of various industries is slowing down. The demand for the whole market is actually adjusting.

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< p > < strong > reporter: what measures do you have to deal with this adjustment period? < /strong > < /p >

< p > Lin Congying: the whole garment industry has entered the adjustment period due to the changes in the external economic environment. Of course, there are also some challenges in the aspects of the enterprise itself, or the positioning of the brand.

From now on, the challenge of the clothing industry is first the growth of labor costs, the growth of all kinds of factors in various retail environments and production. Therefore, this leads to the relatively quick response of the supply chain and the homogenization of the products, which are relatively good, and are relatively challenged.

To deal with these challenges, we need to revise and adjust the brand itself.

From the development to today, we should say that it has been 25 years. In these 25 years, we should say that there are a lot of loyal customers and a group of consumers who are very fond of the brand and love the products of the king of nine products.

And in the market, whether it is word of mouth, the consumer's degree of love, loyalty or performance is good.

Then, under such an external economic environment, we also revise the development strategy of the nine king of the kingdom of mu. One of the most crucial issues of revision is to redefine the service of the king of the nine kings, to better define and serve our consumers, to understand our consumers better, to adjust our products, to constantly solve the homogenization problem through products, and to constantly meet the needs of consumers. This is the first aspect.

The second aspect is the problem of management cost. For example, the cost is too high and the efficiency is relatively slow. We start from the optimization of the organization and include some changes in the circulation field. For example, we can shorten our supply chain more quickly, including shortening the circulation channels in all levels of our retail environment to solve the cost problems we encounter today. < /p >

< p > < strong > clothing production, from standardization to a href= "http://www.91se91.com/news/index_c.asp" > personalization < /a > /strong > /p >

Reporter: we have also noticed that the "nine herd king" has always been positioned in business men's clothing, and this market is gradually changing. More and more white-collar workers begin to choose domestic brands, and have higher requirements for the localization and image of the domestic brands. How can the brand image be upgraded to a higher, more fashionable, or more distinct direction? < /strong > /p > P strong.

< p > Lin Congying: with China's reform and opening up for more than 30 years, China has gone from planned economy to market economy. Now the individualized demand of consumers is more and more obvious. It can be said that the most important thing in this production is from standardized production to personalized production. Therefore, we need to adjust. We first start with the style of products, we pay more attention to the style of our products, develop at the bottom of our products, meet the requirements of all consumers at present, for the demand of fashion, the demand for version, further optimize and meet the needs of individuation.

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Reporter: actually, we have noticed that Lin Dong has always positioned herself as a gentleman. You are also trying to bring this gentleman's dress to China. If you want to complete this market education, do you think China has already achieved education in this market, especially in the men's wear market? < /strong > /p > P strong.

< p > Lin Congying: I think a clothing brand has great potential in China's market. Strictly speaking, China's fashion market is still a process from maturity. Why is there a process? Because basically people in different countries have different dress requirements or different dress requirements, and China is also changing in this direction.

We are advocating that our products can be satisfied with the needs of the consumer groups that we serve on different occasions. For example, when we propose elegant gentlemen, it is of course important to dress formally.

In fact, we will have three series of products, for example, the first product is formal clothing, then the formal dress is in line with the dress requirements that are needed in the workplace, in formal business negotiations, and one is business and leisure, which can be worn in informal business meetings, as well as a leisure series, leisure series, such as clothes that can be worn in relatively relaxed environment during holidays.

So I think this is a process. With the gradual improvement of people's quality of life, the demand for dressing will gradually change.

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P: < strong > > reporter: I notice that you feel very fashion in today's dress. In many Chinese eyes, it is a very old-fashioned dress, shirt and tie, which is very old-fashioned. How does the brand of nine herdmen convey this idea to consumers? As we have always said, we are a very professional and rigorous workmanship. Just now, you also mentioned that with the improvement of people's consumption level, people should not only wear to wear, but to convey an image of me. How can they adapt to brand promotion and molding? < /strong > /p >

< p > Lin Congying: for example, a dress like this I wear today is actually a way of dressing up in a mixed way.

The so-called suit is not necessarily the whole set to wear, relatively speaking, as long as the version is appropriate and properly matched, it can wear fashionable feeling.

In the brand, there are two important values to be provided to consumers, one is rational value, the other is perceptual value.

As the value of reason, we have been providing consumers with Seiko products, good quality and professional quality.

As a perceptual value, we provide consumers with an expression of identity, whether as a gentleman or as a person in the workplace.

In fact, both inside and outside can really make your life more colorful.

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< p > < strong > > a href= "http://www.91se91.com/news/index_c.asp" > clothing brand < /a > can go out of China dream can achieve < /strong > /p >

Reporter: what do you think about the difference between the fashion sense of men's clothing and foreign countries, such as Britain or France? < /strong > P > strong.

< p > Lin Congying: in terms of product design, we still have a little distance from Europe and America in terms of product design, but from the present point of view, we have not yet been very clear about what kind of clothing we wear and how to maintain clothing.

For example, every dress, every shirt, every suit, every pair of trousers, if we say that every day we are very hot, then wearing out, of course, his image and its texture have great changes. In this respect, we still need to improve.

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Reporters: in terms of brand awareness, we have different benchmarks with the industry. For example, there is a gap between Italy and France men's clothing. One is brand, the other is design sense. They have already dressed men's clothes as fashion. How should we fashion the garment industry to create a fashion industry? < /strong > /p > P.

< p > Lin Congying: indeed, there is a certain distance between China's clothing brand and Italy's clothing brand. This distance is mainly manifested in three aspects: the first is the expressive force of the brand.

We are not very clear about brand management, we are not very clear about consumers who serve the brand, or they are not very precise. Therefore, there is still a certain gap in brand performance.

The second is product strength.

In terms of product strength, whether we are from the inspiration of design, to the theme of our design, to the whole marketing, there is still a certain gap between the whole 4P integration and foreign countries. This is one aspect.

The other is the management of on-site force and VIP customers. For example, the ability of our store operation, from music to the whole visual performance as a whole, still has a certain gap.

But we think that Chinese clothing has made great progress today.

Why, because we have talked about these brands abroad, they have gone through many years of history, regardless of brand culture, the ability of retail operation, or products, etc., they should have said that they have a lot of precipitation. In fact, these Chinese costumes, or these bosses of Chinese apparel industry, or these professional managers have been working hard and constantly learning from foreign clothing brands. Of course, we also have a lot of brands in China, and in terms of brand, in terms of products, they still perform fairly well in retail operation.

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Reporters: some Chinese clothing enterprises have acquired foreign resources or inspiration. They set up R & D centers and design centers overseas, and even some enterprises have opened branches in London and Paris. They say they want to internationalize. What do you think of their "a href=" http: //www.91se91.com/news/index_c.asp "internationalization" /a "P"? < /strong > /p > strong.

< p > Lin Congying: in fact, apart from the emergence of the Internet, with the increasing number of international contacts, the information technology in the world can reach everyone's vision very quickly.

I think the integration of the global brand resources, design resources or human resources, I think these are the key issues of future internationalization.

However, we can see from today's Chinese clothing that our potential market can be said that the business at home should be very large.

But I think the first step of globalization is that we should absorb and attract foreign advanced managerial experience or talents to shape our five brands, and gradually gradually move outward along with the growth and strength of China's comprehensive national strength.

So this is actually not only a dream of our country, for example, our Chinese dream is to realize the great revival of the Chinese nation. Revival is not just a slogan. Do I think our clothing brand can go out? Can the garment industry go out? Can we have a comprehensive competitive edge? This is the Chinese dream of our garment enterprises. When all walks of life are competitive, the Chinese dream of the great rejuvenation of the Chinese nation is bound to be realized.

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< p > strong > reporter: have you ever considered working with famous designers and design teams abroad? < /strong > /p >

< p > Lin Congying: we have been introducing some foreign designers recently, so that they can participate in all aspects of the whole enterprise from commodity planning, commodity design, brand management, positioning and so on.

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