Erdos Group's Cashmere Brand 1436 Wants To Break The Old Pattern.

In the near future, the four layer of Beijing's most prosperous business district, shinguang world, has appeared a "heterogeneous". Before that, the four floor of the new light world was entrenched in the new plan by international luxury goods, and 1436 is trying to break the old pattern.

Compared with the spacious and bright four floors, the third floor is crowded and numerous.

Gathered here, a ceiling, such as a self explanatory boundary, is within reach but can not break through.

Wang Zhen remembered that when he was talking about position, the president of Xinguang said that those (so-called international big names) certainly did not agree. They must jump up. "Disagree or disagree. This is ours.

It's not their store, "just for this sentence, our team has spelled out all the madness is worth it."

As a matter of fact, this shop has an area of only 40 square meters. The low-key design and soft products seem to be a sprouting seedling compared with the space, exaggerated design and merchandise display around it.

1436 Wang Bo, manager of business development, said the new world is China.

Benchmarking, boutique shops competing for strategic heights.

The requirement to enter the new world is to be adjacent to the international top brand. 1436, with full confidence and pragmatic insistence, this is finally achieved.

"On the basis of the highest quality, exquisite craftsmanship and international design, the 1436 people must be" the world's top quality brand belief "touched the other side.

On the day of the opening ceremony, Wang Zhen sent a picture in WeChat's circle of friends, saying, "this is also the only brand new brand of new light four floors".

When it comes to hard times, she thinks all craziness is worth it.

As the daughter of Wang Linxiang, chairman of the Ordos group, Wang Zhen knows how many people are looking at her with harsh eyes, positioning 1436 of the top cashmere brand to the Ordos group, as Wang Zhenzhi and Wang Linxiang are the best resources and the risk of breaking the old order.

Wang Zhen appreciates craftsmanship, and has always hoped that Chinese people can also do their own good things, so that the raw materials and handicrafts that belong to China can play a real value, and "do a good thing to make the industry develop together."

But she emphasizes "do yourself well".

It has been 8 years since the 1436 brand was founded in 2006, but she did it.

Recalling the beginning of the founding of the brand, in 2004, the Ordos group held the annual VIP party in Shenzhen. In order to show its special sincerity, Ordos group sold 10 of the best cashmere materials (that is, the later 1436 specifications cashmere) to be auctioned.

The extraordinary quality of these products caused a sensation. Finally, a total of more than 1 million yuan was raised, all of which were used to establish hope primary school in Yunnan.

It is this unexpected auction that shows the recognition of consumers for excellence and lays the foundation for the birth of 1436.

But at that time, the Ordos group tried to build such a high-end brand relying on its strong resources and channel advantages, but it ended in failure. Until 2006, Wang Zhen, who was graduating soon, personally took the "unknown".

1436 came into being, perhaps because of her special identity.

But even as the daughter of the chairman of the group, Wang Zhen has no privileges and shortcuts to run the company.

At first, the whole team had only three people, Wang Zhen and her husband and designer, holding the best quality resource of Ordos group. "In the 500 kilograms of raw velvet, 1 kilograms of white and white plush, the best diameter fiber of 14.5 microns, and the length of 36 millimeters above, can not be found.

"It's hard to talk about a store," Wang Zhen said. "When you were in contact with ten shopping malls, you could have a deep going one, and it would be one or two years before you had any vacancies. No one was willing to take risks for the new brand in the unknown business."

"The best workers are concentrated, and the best cashmere products in Inner Mongolia are made, and resources are still given a lot of support. If we get so much help, we can't do well."

She knows clearly that the team is still growing up, and her feet are not steady, but what she wants to do is high standard.

"Others will be demanding us with more harsh eyes."

1436 of all employees, including the warehouse keeper, interviewed Wang Zhen personally.

Wang Zhen has always been careful and cautious about human checks.

"From small to large, my father always told me that everything is human, because everything is done by people, and teamwork is the first important thing."

The production of 1436 of the products is a test of patience and pure manual operation. The workers are very demanding. Many workers who are accustomed to ten times a day have three days to do one job.

1436 Li Yongchun, director of production purchasing department, told the Economic Observer newspaper that making a 1436 cashmere shirt requires raw materials collection, collection, selection, dyeing, spinning, research and design of process programs, weaving, wafer inspection, looping, semi inspection, hand sewing, upper collar, collar half inspection, lamp inspection, shrink wrap, ironing, inspection, quality inspection, packaging and warehousing, sampling inspection and so on.

From the collection of raw materials to the manufacture of a fine cashmere sweater, thousands of kinds of equipment are needed, and the process can reach more than one thousand channels from velvet to clothing. Among them, only one weaving requires 60 steps to weave.

It takes 3 days to produce a classic cashmere sweater normally, while the production time of a knitted cashmere sweater with hand jacquard depends on the type of flower. The most skilled technician will spend about ten hours at the earliest, and it will take up to half a month to complete the weaving.

Wang Zhen said she was very grateful to the craftsmen for their hard work and support, but they all said no thanks. They felt that one day they could be very happy with their craft.

"This feeling is very precious and important."

Wang Zhen said that at the beginning of 1436, most of the most skilled engineers, chief engineers and senior craftsmen who had worked with foreign clients were "most supportive". "They say they have served overseas customers for so many years, and now they can finally achieve their own high-end brand with their skills and cashmere knitting experience.

Several aunts told me that I could be glad to do this before retiring.

Now 1436 of the spinning is an independent production line, weaving is also an independent worker, the machine has 1436 nameplates, craftsmen are proud.

At present, nearly 1436 hundred craftsmen team, age forty years old, in Ordos group at least ten years of service.

But Wang Zhen admitted that not all links were completed by 1436. "More than 30 links of cashmere, if they are done by themselves, can not be counted."

Many can be shared or shared.

She said she was quite conservative. "If the cost is not acceptable to me, the company will not do it if someone else pays me."

In 2012, 1436 had been able to break even. At that time, there were more than 20 Direct stores. Wang Zhen hoped to reach fifty in the next three to five years.

Now, two years later, the original goal has basically been achieved.

Although no specific figures can be given, Wang Zhen said it is now markedly different.

"In the past few years, we are not confident enough. We always feel that we cannot say too much cashmere. Erdos is too strong. We are not confident about the fact that we are an independent brand. We always worry about other people's confusion. We always want to avoid it. But now we have more than 40 stores, independent consumer groups and steady growth. Now we will not be entangled with anything else and do our own things."

Before, the 1436 first season product, a man's shirt priced at 4380 yuan, was launched in 2006. This expensive but thin profit product requires six months ahead of time from Swiss factory, and only half a year or a year later.

Such production speed is not as good as proofing, but Wang Zhen and her team have decided to make a batch.

It is also on this batch of products that 1436 made an attempt to "go to LOGO", which seemed controversial at that time, even leading many international big players.

Wang Zhen said, "that attempt to test our thinking is right. We find resonance and find strength."

That's how Wang Zhen and 1436 groped together and grew together.

At the just concluded APEC meeting, the Chinese leaders dressed in Chinese style started to boom, and the scarves and shawls were provided by the 1436 as the only accessories suppliers.

When it comes to making the national brand and the APEC accessories brand, Wang Zhen is very indifferent. "This is a matter of icing on the cake, representing a recognition of 1436."

In her view, inviting every brand to participate in the APEC event and finally entrusting it to a national brand is an improvement.

To design clothing for leaders and international occasions, there must be national characteristics and oriental charm. The 1436 way to move the organizing committee is probably the top quality and deep processing of cashmere.

It is said that after the end of APEC, 1436 launched a series of scarves to extend ideas. Many guests made reservations and soon sold out.

After 1436 years of experience, the pace of the business seems to be faster. The business development department plans to expand 19 stores next year, and insists that Wang Zhe, who is "good at herself", hopes to reduce it to 10.

She has many dissatisfaction with the status quo, including the store image to continue to design, the product should also add more high-tech elements, she hopes to do solid work. "Now such an era of the Internet, new ideas, ideas, technology is developing rapidly with the rapid development, slightly differentiated snacks may not keep up with the needs of consumers."

Wang Zhen feels that the change of consumer demand is developing very fast. As the core of a brand, we need to understand the needs of consumers and provide the products and services we need. We need to closely follow the pulse of the times.

But she also has a long-term plan, "now 40 stores can not cover the domestic high quality market, and the capacity of the 100 stores is still very abundant."

At present, 1436 bought a building in Italy to set up a studio, hoping to strengthen international design communication.

Now the more than 10 Chinese designers in the team often come and go between Italy and China, and some cashmere products are often produced and cut abroad.

Now, in addition to 1436, Wang Zhen joined the group in management.

She is responsible for drawing up the whole group management efficiency improvement plan in the office of the board of directors of the holding group. "Instead, it is more like internal consultation, similar to my first job."

Wang Zhen smiled and said, in her view, all the experience has its existence significance: when studying engineering in overseas school, taking office after graduation, Roland Begg did consulting work, and after the establishment of 1436, the most basic exercise was...

No matter which job you do, you must go deep into it to do well.

It is not a plan that can solve problems. It is always in the deepest part to know the truth and experience it before it is possible to do well.

She clearly realized that 1436, as a young brand, there is still a long way to go to enter the ranks of international luxury goods.