Promote the national brand silk is my ideal

Promote the national brand silk is my ideal

 

Kelly Clothing Co., Ltd. Chairman Wu Lifeng brand marketing message

"As a company, our strength is small, but we always go all out to make silk brand promotion, I have been convinced, Chinese silk must be able to stand in the international arena, to brand identity rather than OEM identity. "" our goal is not to let more and more people like Kelly, but let more and more people like silk. "

"I can create myself a brand or brand can do orders of international trade, but also that the agent of foreign brands, but I was an idealistic businessman to promote a number of silk-known brand is my ideal, as long as I'm not too poor to do nothing to boil, I will not give up this ideal. "

After listening to Beijing Garments Co., Ltd., chairman  Kelly's remarks, reporters feel, Wu Lifeng does not count as a pure sense of the businessman, Beijing Kelly Clothing Co., silk can not be regarded as a pure marketing sense the company. Compared Silk marketing company responsible person's role, Wu Lifeng seem more willing to act as brand silk market pushing hands role.

Four stages

Wu Lifeng only familiar cocoon silk industry chain in every aspect of Chinese silk enterprises is well known. In her eyes, China Silk brand development is divided into four stages. This four stage no clear time horizon, reflecting the silk industry to create brand desire and wandering.

The first stage is to make the brand enterprises no interest in the stage. In 1994, when Wu Lifeng lobbying various silk enterprises, many companies will be shut out of her. "Do not tell me this, this, and we have no relationship." Most companies tell her.

The second stage is that we started the brand, but in dealing with to do so. Wu Lifeng be understood as the brand in their hearts just a vase. Many companies have such psychological: industry needs I have a brand, my face also asked me to have a brand. This brand with predictable results. Therefore, Wu Lifeng concluded that at this stage the biggest problem is not a new product.

The third stage is that we are aware of the need to do the brand, and that the domestic market is very good, but do not know how to do, and even do international trade conventional thinking to do domestic brands, the results take a lot of detours.

The fourth stage is the way forward in wandering. Make the brand in the country, there is no reference to the market, there is no successful experience to follow, all feeling the stones. For example, do arts fashion, from design, printing to complete all need to pay a lot of labor. And if you do exports to domestic sales, which have been set for silk enterprises are hundreds of times, but contrary to the spirit of the brand. As a result, many companies are still in confusion continue to explore.

Pushing Hands Road

August 2006 Kelly at the Friendship Hotel has opened a 16 silk brand stores. In this regard, Wu Lifeng this description: "I spent 12 years of effort, it organized a number of enterprises, the success opened the first silk shops."

Before 1994, the majority in the silk trade and people, Wu Lifeng has been engaged in international trade. See silk enterprises already have international standards, but to earn cheap processing fees, Wu Lifeng decisions into the domestic market, and strive to promote Chinese own national brands.

Brand, we must first understand the market. To understand the Chinese market, Wu Lifeng specialized Been Tianjin Quangyechang learning. From the ordinary clerk, deputy general manager has been done,   understanding of foreign markets and the domestic market is completely different in the process.

In 1996, the company jointly with Kay, Kay Wu Lifeng silk brand launch. Given the specific circumstances of the domestic market, the price of silk garments will 吴丽峰 doubling. "Let consumers see silk garments are not the same, Kay silk brands tailored for domestic consumers become fashionable, and closer to the living." Wu Lifeng said. Short sales than ever before, to open more than 60 stores. Later, Kay "shedding", this history has become lamentable memories.

This matter gave Wu Lifeng great inspiration. "A strength of the brand is very weak, even if successful, can not represent the industry." Wu Lifeng said. After that, Wu Lifeng, traveled between the various outstanding silk enterprises to persuade them to do the brand.

Prospects and confused

"China is certainly a good silk, a brand name of a Chinese silk products and silk products, the majority of foreigners will choose Chinese silk products to a national brand, is none other than non-Chinese silk." Wu Lifeng said.

At present, the development of China's silk industry has encountered a good time. Silk products belong to consumption levels in the high-end consumer. At present, the Chinese luxury consumption boom explain some people are willing to spend money to prove their identity. When these people to rise again the next level, to the pursuit of quality of content and time, like national brands, green, healthy, environmentally friendly brand of silk will be their first choice.

Wu Lifeng believes that the silk shops this platform, according to the laws of the market, were among the enterprise resource integration, everyone do their own good things, which is the creation of silk brand shortcut.

"It is still in the domestic silk market brand development stage. Only when I am able to bear the risks of the market, I can open a second silk shops." Thus, in silk franchise opened its first shop, did not immediately go  to open the second.

On this platform silk shops, market information docking, docking enterprise design and development, each link can not go wrong. If the company can not sell the products produced, the formation of inventory, the result is not only a business to lose money so simple, it hurts to promote the strength of corporate brand building.

Made 10 years of market research, so that Kelly has made significant market for apparel grasp, but Wu Lifeng still regard as a market push hands gingerly.


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