The Silk Road: The Road Of Pformation From Wheat To Bread

Ling Lanfang likes to use a metaphor to explain his pformation: "I exported wheat, and now I want to make a brand" bread "in China.

The reality is that as the chairman of Zhejiang Silk Road Holdings Group Limited (hereinafter referred to as the "Silk Road"), Ling Lanfang has always focused on the export of raw silk and silk fabrics, which is the initial link in the industrial chain of Huzhou.

These raw materials will be completed in foreign countries, such as bleaching, dyeing, finished products, etc., and may later appear in the international first-line brands such as Hermes, Armani and so on, and sold to the Chinese at a ridiculous price.

Although Ling Lanfang's ability in the field of silk manufacturing has been recognized by the industry, a series of strikes have followed him. He can not bear to "dress for others", "from" crying curve "to" Smiling Curve ".

Ling Lanfang said.

It will not only be the financial crisis but also more strikes that Ling Lanfang will be determined to pform.

"Once, I visited the United States with the local TV host. I gave her the silk scarf produced by myself, which is not inferior to Hermes, but she was declined by the moderator.

And the day before the return, the host went to the Hermes store and spent more than 2600 yuan to buy a silk scarf that was less than 1/3, which made me very exciting.

Ling Lanfang felt that he had no dignity when he exported "wheat".

However, the fatal defect of production enterprises is that they do not know anything about the market. Moreover, unlike other export oriented enterprises, the silk road has exported raw materials or even semi finished products. Therefore, what products should be sold domestically is the first consideration for the silk road.

"The advantages of silk are gorgeous, easy to get close to the body, the disadvantage is that it is easy to wrinkle under high temperature, and it is easy to fade under the sun, and our products must take advantages and avoid disadvantages.

Ling Lanfang decided to enter the field of home textiles.

The home textile, which is divided into high, medium and low stalls, belongs to the high-end in terms of silk essence. But Ling Lanfang believes that a certain product can really make the scale of the industry, which must be affordable by ordinary people, not just aristocratic playthings, so Ling Lanfang decides that his silk home textile product is located in the high-end and middle and low end.

The marketing rule of the Silk Road hired by the Silk Road suggested that since the enterprises knew nothing about the home textile product market, could they consider entering some commercial super test marketing first, accepting the feedback from consumers and improving the products?

Ling Lanfang readily agreed.

After that, Ling Lanfang found that more and more problems were waiting for him to deal with.

For example, in the hypermarket, Ling Lanfang deeply realized what "big shop bully, big customer bully shop", "business super" is divided into large shopping malls and large supermarkets, enter this kind of store, and come to the surface is a variety of costs: entrance fees, shelves fees, security costs, promotion fees, promotion fees......

There are also a lot of "hidden rules".

The location of shopping malls and supermarkets is also different. The products in the shopping mall are mainly located in the high-end, such as ten sets of bedding items with thousands of dollars. The added value is relatively high, but the number of patronage is relatively small. In large supermarkets, products are relatively low-end, such as silk quilt, four piece sets and six piece sets. The price can really be seen in the eyes of ordinary people, making it a commodity for mass consumption.

Ling Lanfang hopes his brand will show a noble side in the big shopping malls, and in a big supermarket, it will explode consumption with an approachable gesture.

But sales facts gave him a head start.

Ling Lanfang also often looked back to do foreign trade days, though hard, but save worry, "took the order, the other side paid 30% deposit, began to produce, after the inspection is correct, packing and packing export, there is nothing to do, do second more."

Now, there is no more than 30% deposit. Ling Lanfang has to buy all the raw materials with his own money. The pattern must be decided by himself. The output should be made by oneself, too much into stock, less and not enough; the quantity of different styles should be taken into account.

A little carelessness will lead to unsalable sales.

In view of this, a marketing expert in Dongguan believes that such a big price difference under the same brand may cause consumers' confusion on the overall impression of the brand, which is not conducive to the overall marketing and promotion of the brand. He suggests that the Silk Road should be cultivated in a single channel, which is relatively easy for the domestic market to control.

To build up advantages with disadvantages, channel expert Sun Yang suggests that the Silk Road "domestic market" should start from the most basic part and make differentiated marketing of products so as to achieve a smooth pition.

For example, we should first supply raw materials to domestic famous enterprises, make semi-finished products, open domestic markets, and try to do terminal market.

The terminal should select one or two important points according to the regional characteristics, product characteristics and industry trends, focus on breakthroughs, and the product surface should not be fully rolled out. "On the one hand, this requires huge advertising investment, and not necessarily good results; on the other hand, it can not form a benign chain of production, supply and marketing."

Shang Yang said.

The Silk Road, which has a solid foundation but never tried to make finished products, has chosen to face the domestic consumers from the very beginning, and is looking forward to "killing a blood route".

In Ling Lanfang's view, at present, the home textile industry still has no real big name. Fuanna brand is still in the development stage, and the products are mainly cotton fabrics, and the market of silk home textiles is still promising.

Ling Lanfang's disadvantage also created his unique advantage in Transformation: firmly grasp the upper reaches.

"Because we control the ability from raw silk to weaving, coupled with the introduction of new international technology and new equipment, to ensure the uniqueness of our raw materials, so that products can reject the" imitation show ", which is difficult for others to copy.

Ling Lanfang thinks.

The way of domestic sales is bound to invest a lot of money. How can Ling Lanfang do "no money"?

Another advantage of the silk road has emerged again: the diversified development in recent years.

Silk weaving is the main business of the silk road. It also has building materials industry, energy industry and service industry. As most growth enterprises do, they choose the development path of "the east does not brighten the west," but it is these industries that make the foreign trade dependency of the Silk Road from 75% to 25%.

"Now, I have put the rest of the industry's income in pition."

Ling Lanfang said.

At present, the Silk Road Home Textile garden built on the silk road investment has just been completed. At the same time, it has acquired the textile and Textile Co., Ltd. of Zhejiang University, Yi textile, and what is needed is the R & D link in its "smile curve". 150 million

Wang Xiaonan: editor in charge