Exploring The Internet Thinking Of Traditional Fur Industry

In the face of surging Internet thinking, what is the traditional fur industry? Is it an opportunity or a shock? Recently, at the Copenhagen fur 2015 Summit Forum held in Beijing, hundreds of fashion, big coffee, industry elites and senior experts gathered in the world to explore how the fur industry should respond to and apply the Internet thinking and promote the new development of the fur industry.

Among them, the word "fans era" has become the key word of this summit and has aroused heated debate.

Internet thinking and Copenhagen fur

At first glance,

Thinking with the Internet is the two thing that does not have any boundaries.

In the past, fur was often associated with words such as "tall", "tuhao" and "luxury", and Internet thinking was always associated with such words as "pparent and open", "sharing", "low price" and "Youth".

How do we put these two things together?

Kenneth Loberg, vice-president of fur industry in Copenhagen, said: "we are very pleased to discuss with our Chinese counterparts the new ideas of fur industry development under the Internet thinking. Over the years, we have been insisting on sharing the pattern, experience and scientific and technological achievements of Copenhagen in the fur industry with our Chinese counterparts. This spirit of openness, pparency and sharing is consistent with the spirit of Internet thinking."

How to interpret this spiritual consistency? In short, many fur users in China often face a difficult problem: how to make good fur in choosing fur fashion or ornaments? This involves a question of quality rating. There is an asymmetric information gap between fur farmers and purchasing enterprises, fur enterprises and terminal consumers.

Because information is opaque and undisclosed, consumers will be wronged to buy "crooked goods", or very good fur can not sell a good price.

Since its establishment in 1927, Copenhagen fur has established a fair, fair and open trading system through auction. It has become the leader of the global fur industry. More than 60% of the world's fur materials are sold through the Copenhagen fur auction house.

In this sense, Copenhagen fur reflects the spirit of fairness, justice and openness from the beginning.

Similarly, Copenhagen fur came to China and brought this fair, just and open spirit to China.

At the same time, Copenhagen fur has always regarded knowledge sharing as the first principle to promote business in China. It has worked closely with China's fashion industry, design community, education sector and fur industry to help Chinese counterparts cultivate high-level fur designers and craft talents, and enhance China through professional training.

Talent and marketing capabilities in the fashion industry.

For example, every year, Danish experts are invited to go to China for training in fur technology and fashion trends, jointly with Tsinghua college of fine arts, Copenhagen fur laboratory, Tsinghua University, and senior training class of fur clothing President of Tsinghua University, and cooperate with Haining leather city of China to set up Haining Copenhagen fur college.

At this summit, Copenhagen fur and fashion group signed a strategic partnership agreement, released the first report of the fashion industry's fur brand loyalty, and made the theme of "exquisite little world" by Zhang Yangzheng, a famous fashion investor.

In Zhang Yangzheng's view, fur and other traditional industries are also suffering from the impact of Internet thinking. However, it also means an opportunity.

Under the Internet thinking, fashion has become a common demand. Small and beautiful ecosphere has become the focus of marketing.

The brand starts to talk directly to consumers, showing a trend of "de agency", and the brand gradually changes from "finding users" to "finding fans".

In other words, fur consumers are turning into "fans" who are truly knowledgeable, caring about quality and brand names from the "no buy right, only expensive" and "throw away" local tyrants.

This is a huge change.

Especially for the northern consumers, buying a piece of fur is not a rare thing. But how to buy a good, suitable, value for money fur needs the spirit and persistence of "fans".

That is to say, even in the "high-end" industry of fur, it is also necessary to have an "Internet" heart to understand fans better and understand consumers.

Who has more and better fans will have more users.

"Ten years of grinding a sword", this year is Copenhagen fur officially entered the Chinese market 10th anniversary, this "summit" forum is a real "peak", hit the Internet thinking, shouting the slogan of "fans coming," even if it is not "rock and roll", but in the traditional fur industry, Copenhagen's move is also a forward-looking step forward.

In the final session of the summit, the debate team of Tsinghua University, composed of "00 later" members, held an open debate with the debate team from Tsinghua's fur executive class. The topic is "fan economy is the mainstream of fur industry development".

And the embrace of the Chinese fur industry and the Internet thinking has begun to be "passionate" at this moment.