Designer Brand Spring Exceptions Founder Mao Jihong

Mr. Mao Jihong is the founder of "exceptional Exception" brand 1/2, and also the leader of this brand. 16 years ago, he set up an exception with his former wife, Marco, to achieve the earliest and most successful designer brand in China. He not only witnessed the progress of the times, but also continued to influence China. Designer brand Development.

　　 Mao Ji Hong He is not a modest person. He attributed the development of Chinese designer clothing to the breakthrough of "exception" after 2005. He also implied that he was not the richest person, but he should be the most cultured person in the rich. He and Marco, who visited Whampoa Military Academy in the past, said to Marco in front of the Northern Expedition monument, "if we lived in that era, we might be one of them." Therefore, he is not destined to be modest. Modesty means losing the power to move forward. He wants to build up his career, even if this era is no longer golden.

So, from " exception "After the birth of the brand image and the overall upgrading of products, the" Fang "was born again. Then it will bring a series of" big moves "in Shanghai. Where does Mao Jihong go to the pool?

Spring of designer brand

The exception is not smooth sailing. In 2005, Mao Jihong did not live very well. In November 2004, the "exception" made its first show in Beijing, and its products were upgraded in an all-round way. At that time, the added value of designer brand had not yet been revealed, and all of them were fighting at the relatively low price level with commercial brands. Doubling the price of the "exceptions", the large number of stores diving, as if to "exception" made a big change; after that, Mark's fade away, forcing Mao Jihong to shoulder the responsibility of design.

Mao Jihong: we are facing many repositioning and repositioning in different periods. Before WTO, we made a promotion. Otherwise, we may have lost all of low like Yifei and 3E brands. In fact, in 2004, we already had 100 stores. At that time, we went to Beijing to see all the "disciples" learning "exceptions". After the two of us are very proud, but basically there is no room for survival, from 500 yuan to 800 yuan. No, we have to change this problem. So it led to the show in Beijing in November 2004, and mark raised the whole brand to a high level, which doubled the price. Suddenly, business was in a mess. Later, they began to take in 50 stores, leaving only 50 stores. But the income of 50 stores in that year exceeded 5% of the original 100 stores.

Lin Jian: so we ushered in the outbreak of designer brand.

Mao Jihong: after the promotion in 2005, we first got our first store of over ten million. At that time, over ten million had been amazing. Because there was no designer brand at that time. We have passed 45 million square meters. That year, we expanded the store. In front of the expansion shop, I made 10 million ice. I joined a vice president of our association, plus the boss of SOGO, and three people knocked the ice with a hammer, which is equivalent to the opening of the new store. After the ice was knocked off, there were a big publicity film in the more than 50 shops all over the country, that is, we knocked on the ice. All stores realized that designer brands could make money, and they talked about it. That's why there are so many brands. The first thing to do is DECOSTER.

Lin Jian: is spring very cool?

Mao Jihong: I think Marco is happiest. She is doing her own things. I asked her what she earned, and I said that capital is not evil, and the way to use capital is the difference between good and evil. In fact, we can buy freedom through capital. She wanted to be useless at the time, and began to pick up and prepare from 05 years ago. I gave her full support because I was alone in the company. I said at the time, to let you go out first, at least we set you free.

Who knows no one in the world?

Compared with the sports brands in Fujian, compared with the leisure brands in Wenzhou, the "exception" is still a minority. It is a myth in the channel business, a legend in the cultural world, and seems arrogant in the fashion world. But last spring, with Peng Liyuan's frequent appearance in the media, the name "exception" was spread throughout the Internet. Fortunately, Mao Jihong no longer needed to speak to the public about who I am.

Lin Jian: in the age of Internet, brand communication needs to be very symbolic.

Mao Jihong: Yes. Actually, after last year's March, after that incident, I think the Internet is doing us a lot of work. It's the question behind us. How do you communicate with consumers, the market and the whole world with more accurate language?

Lin Jian: the East mark of you is still very obvious.

Mao Jihong: at that time, when we were doing "useless", we always wanted to break a problem. The Japanese had already filled up the eastern visual symbol field, leaving little room for posterity. I spent a lot of time with Marco and the team to really crack this thing between Oriental designers and Chinese designers. Perhaps I spend most of my time in designing so many fashion enterprises. Symbols that used to be commercial, the exception, can be borrowed from Japanese or Europeans. Because clothes can never walk away from two sleeves, two pants, and a collar. This is the basic structure. But to really build a language system, we choose to consider it from the perspective of a creator / man. We start from pronunciation, brand name, LOGO, brand meaning, to dress type and performance form. There are many differences. This is actually from the perspective of contemporary art to learn from it, as a creators of the life itself to tell the story. This train of thought is very important.

Lin Jian: the outside world is saying that the "exception" is now "going to ma ke Hua".

Mao Jihong: there is a problem behind us. When Marco does not directly work for the "exception", she will not be able to return to the "exception". That's the truth. Because her concept is totally "useless", which is very unsuitable for commercial operation. I have to go back to a new set of languages. The language actually pushed me into the field of design. In fact, there used to be a designer in the family who did every day, and you were doing marketing and spreading outside. Now that I find the language again, I feel that there is something of modernity in the beginning. I think our generation may think again. The more you go outside, the more you will find that the thing in your family is a treasure. In fact, your recognition is there. In fact, we are now striving to change a system, not a complete one, but also in the process. After last year's situation, I no longer need to say "who I am", I can start to remake my land, and what I come out is, because the market is there, my awareness is there, and I am going to take the whole world to myself. But I have to make myself very clear. Let's go back and see some folk things again, about our traditional things. Later, we will also bring more people to think about the relationship between humanity, culture and art.

Lin Jian: are you tired of doing this?

Mao Jihong: maybe this is what I am. Ma is even more tired than I am. Habit has been screwed like this. When you do not do this, you will lose strength. I can't find any strength to do things simply. I must think of this matter, otherwise my heart is not safe and can not be stable.