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An Interview With Lin Congying, A Nine Year Herd King: Fujian Businessmen Adhere To Industrial Reasons

2014/6/21 13:56:00 32

Clothing Shoes And Hats Nine Herdmen Clothing Brand

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The dialogue between and < a href= "http://sjfzxm.com/news/index_c.asp > > Lin Ying Ying < /a" sometimes gives people an illusion. The words played by Internet Co such as "product", "experience", "Customize" and "big data" are taken by the traditional shoe and clothing enterprise.

In the turn of the industry crisis and new ideas, Lin Congying also admitted that he has been thinking recently why all the innovations in China today are devastating. He still believes that the enterprise is not expanding at any speed, and whether it can continue; he emphasizes the value of the brand, and painfully thinks that China is just exporting clothing but not brand; he hopes to make the nine herdmen a multi brand retail operator and serve different groups with different fine brands; in his view, it is more responsibility for enterprises to do business, and life can not be just for money, people should have dreams, and clothing brands can really go out, and the Chinese dream can be realized.

external environment changes forced the garment industry to enter the adjustment period /p >

Reporter P: economists have pointed out that China's consumption is sluggish. In recent years, the growth rate of the garment industry has also declined. What do you think of this problem?

Lin Congying: from the current apparel industry, sales growth has slowed down a bit. This is not only the clothing industry, but the overall sales growth of various industries is slowing down. The demand for the whole market is actually adjusting.

reporter: what measures do you have to deal with this adjustment period?

Lin Congying: the whole garment industry has entered the adjustment period due to the changes in the external economic environment. Of course, there are also some challenges in the aspects of the enterprise itself, or the positioning of the brand.

From now on, the challenge of the clothing industry is first the growth of labor costs, the growth of all kinds of factors in various retail environments and production. Therefore, this leads to the relatively quick response of the supply chain and the homogenization of the products, which are relatively good, and are relatively challenged.

To deal with these challenges, we need to revise and adjust the brand itself.

From the development to today, we should say that it has been 25 years. In these 25 years, we should say that there are a lot of loyal customers and a group of consumers who are very fond of the brand and love the products of the king of nine products.

And in the market, whether it is word of mouth, the consumer's degree of love, loyalty or performance is good.

Then, under such an external economic environment, we also revise the development strategy of the nine king of the kingdom of mu. One of the most crucial issues of revision is to redefine the service of the king of the nine kings, to better define and serve our consumers, to understand our consumers better, to adjust our products, to constantly solve the homogenization problem through products, and to constantly meet the needs of consumers. This is the first aspect.

The second aspect is the problem of management cost. For example, the cost is too high and the efficiency is relatively slow. We start from the optimization of the organization and include some changes in the circulation field. For example, we can shorten our supply chain more quickly, including shortening the circulation channels in all levels of our retail environment to solve the cost problems we encounter today.

clothing production, from standardization to individuation

reporter: we also note that the nine herd king has always been positioned in < a href= "http://sjfzxm.com/news/index_c.asp" > business men's wear < /a >, the market is gradually changing. More and more white-collar workers begin to choose domestic brands, and have higher requirements for the localization and image of the domestic brands. How can we make the brand image to be higher, more fashionable or more distinct?

Lin Congying: with China's reform and opening up for more than 30 years, China has gone from planned economy to market economy. Now the individualized demand of consumers is more and more obvious. It can be said that the most important thing in this production is from standardized production to personalized production. Therefore, we need to adjust. We first start with the style of products, we pay more attention to the style of our products, develop at the bottom of our products, meet the requirements of all consumers at present, for the demand of fashion, the demand for version, further optimize and meet the needs of individuation.

reporter: in fact, we have noticed that Lin Dong has always positioned himself as a gentleman. You are also committed to bringing this gentleman's dress to China. If you want to complete this market education, do you think China has already achieved education in this market especially in men's wear market?

Lin Congying: I think a clothing brand has great potential in China's market. Strictly speaking, China's fashion market is still a process from maturity. Why is there a process? Because basically people in different countries have different dress requirements or different dress requirements, and China is also changing in this direction.

We are advocating that our products can be satisfied with the needs of the consumer groups that we serve on different occasions. For example, when we propose elegant gentlemen, it is of course important to dress formally.

In fact, we will have three series of products, for example, the first product is formal clothing, then the formal dress is in line with the dress requirements that are needed in the workplace, in formal business negotiations, and one is business and leisure, which can be worn in informal business meetings, as well as a leisure series, leisure series, such as clothes that can be worn in relatively relaxed environment during holidays.

So I think this is a process. With the gradual improvement of people's quality of life, the demand for dressing will gradually change.

reporter: I noticed that you feel very fashion in today's dress. In many Chinese eyes, it is a very old-fashioned suit, a shirt, a tie, which is very old-fashioned. How does the brand of nine herdmen convey this idea to consumers? As we have always said before, we are a very professional and rigorous workmanship. Just now, you also mentioned that with the improvement of people's consumption level, people will not only wear to wear, but to convey an image of me, and how to adapt themselves to brand promotion and shaping.

Lin Congying: for example, a dress like this I wear today is actually a way of dressing up in a mixed way.

The so-called suit is not necessarily the whole set to wear, relatively speaking, as long as the version is appropriate and properly matched, it can wear fashionable feeling.

In the < a href= "http://sjfzxm.com/news/index_c.asp" > brand < /a >, there are two important values to be provided to consumers, one is rational value, the other is perceptual value.

As the value of reason, we have been providing consumers with Seiko products, good quality and professional quality.

As a perceptual value, we provide consumers with an expression of identity, whether as a gentleman or as a person in the workplace.

In fact, both inside and outside can really make your life more colorful.

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clothing brand can go out of the Chinese dream to achieve .

P: what do you think is the difference between the fashion sense of men's clothing and foreign countries, such as Britain or France?

Lin Congying: in terms of product design, we still have a little distance from Europe and America in terms of product design, but from the present point of view, we have not yet been very clear about what kind of clothing we wear and how to maintain clothing.

For example, every dress, every shirt, every suit, every pair of trousers, if we say that every day we are very hot, then wearing out, of course, his image and its texture have great changes. In this respect, we still need to improve.

reporter: in terms of brand awareness, we have a difference with the industry benchmark, for example, there is a gap between Italy and France menswear. One is brand, the other is design sense. They have already dressed men's clothes as fashion. How should we fashion the garment industry to create a fashion industry?

Lin Congying: indeed, there is a certain distance between China's clothing brand and Italy's clothing brand. This distance is mainly manifested in three aspects: the first is the expressive force of the brand.

We are not very clear about brand management, we are not very clear about consumers who serve the brand, or they are not very precise. Therefore, there is still a certain gap in brand performance.

The second is product strength.

In terms of product strength, whether we are from the inspiration of design, to the theme of our design, to the whole marketing, there is still a certain gap between the whole 4P integration and foreign countries. This is one aspect.

The other is the management of on-site force and VIP customers. For example, the ability of our store operation, from music to the whole visual performance as a whole, still has a certain gap.

But we think that Chinese clothing has made great progress today.

Why, because we have talked about these brands abroad, they have gone through many years of history, regardless of brand culture, the ability of retail operation, or products, etc., they should have said that they have a lot of precipitation. In fact, these Chinese costumes, or these bosses of Chinese apparel industry, or these professional managers have been working hard and constantly learning from foreign clothing brands. Of course, we also have a lot of brands in China, and in terms of brand, in terms of products, they still perform fairly well in retail operation.

P: reporter: some Chinese clothing enterprises have acquired foreign resources or inspiration. They set up R & D centers and design centers overseas, and even some enterprises have branches in London and Paris. They say they want to internationalize. What do you think of their internationalization?

Lin Congying: in fact, apart from the emergence of the Internet, with the increasing number of international contacts, the information technology in the world can reach everyone's vision very quickly.

I think the integration of the global brand resources, design resources or human resources, I think these are the key issues of future internationalization.

However, we can see from today's Chinese clothing that our potential market can be said that the business at home should be very large.

But I think the first step of globalization is that we should absorb and attract foreign advanced managerial experience or talents to shape our five brands, and gradually gradually move outward along with the growth and strength of China's comprehensive national strength.

So this is actually not only a dream of our country, for example, our Chinese dream is to realize the great revival of the Chinese nation. Revival is not just a slogan. Do I think our clothing brand can go out? Can the garment industry go out? Can we have a comprehensive competitive edge? This is the Chinese dream of our garment enterprises. When all walks of life are competitive, the Chinese dream of the great rejuvenation of the Chinese nation is bound to be realized.

reporter: have you ever considered working with famous designers and design teams abroad?

Lin Congying: we have been introducing some foreign designers recently, so that they can participate in all aspects of the whole enterprise from commodity planning, commodity design, brand management, positioning and so on.

clothing industry will always be a sunrise industry to solve China's employment problem /p >

P: reporter: I remember that you used to say a word, that is, the clothing industry is always a sunrise industry. We often see some reports in the media that China has to export 100 million trousers to get a Boeing aircraft. Some people think that the clothing industry is a relatively low end manufacturing industry. In some places, it is also suggested that Tenglong change birds to drive the low-end garment processing industry into the so-called high-tech companies. What do you think of the impact of the government's industrial policies on the clothing industry?

Lin Congying: I think national strategy or industrial policy has great influence on the industry.

Today, I still think that the clothing industry is still a sunrise industry. Why, first of all, clothing is a necessity for people's lives. No one can live without it. The most important question is who can have more personality, have a more distinct style, be able to clearly understand the needs of their customers, and constantly satisfy their needs. I think it's the most important thing for a country or an industry.

The clothing industry is a labor-intensive industry, but this industry can provide a lot of job opportunities.

For a business owner, his mission is very clear, only three, to provide more employment opportunities for the community, to create more wealth for the country, and to create more tax revenue for the country.

It is precisely because there are so many garment enterprises that provide so many employment opportunities for the society that we can concentrate the surplus labor force in the countryside and let them enter the industry, so that they can have jobs and enable them to live better. This is one aspect.

Of course, today, as a garment industry, the production efficiency may not be very high, but Chinese garment enterprises are constantly working hard, no matter from the optimization of the process, or the improvement of production equipment.

China's clothing association once put forward the clothing brand power, clothing technology powerful country, at present, our creativity, our design ability, our brand ability is relatively weak.

Therefore, we are just exporting garments, not exporting brands.

To solve this problem, the key is to have more brands in China. We use brand exports instead of products.

Reporter: as you mentioned earlier, as China's labor costs rise, many Chinese clothing companies move to Vietnam and even move to Southeast Asia. What do you think of it? p

Lin Congying: this pfer is a process. For example, in 70s and 60s, we actually did not have much a href= "http://sjfzxm.com/news/index_c.asp" > dress > /a > enterprises. Why did they come to China in 80s, 90s or even now? Or why clothing production base came to China, because we have demographic dividends, we have more people, and our salaries are relatively low.

But with the increase of various factors of production today, many labor-intensive factories are gradually shifting, but I think this is a historical trend.

So when all countries are turned away, when there is no such demographic dividend, where can they go, clothing or back to domestic production, I think the apparel industry in China will remain a sunrise industry in the next few years or even longer.

Because after all, China has more than a billion people. I think this industry will always carry and will always develop well in China. The key question is how we can make use of advanced equipment and how to make use of our advanced management methods and processes to optimize it, increase efficiency and reduce costs to cater to or meet the needs of the market.

soul and brand make the country more powerful /p >

reporter: you mentioned brand export just now. Actually, I really admire the "nine herding king", that is, you use a brand that is very Chinese. At that time, a lot of enterprises in Fujian and Guangdong used fake foreign brands and played the edge ball. Did you think about building their own brand when they founded the enterprise?

Lin Congying: first of all, I want to talk about the origin of the brand of "nine herd king" and why it is called "nine herding king".

Surname Lin and Jomoo are two characters in Fujian and Taiwan. Many people know their surname Lin. Why does Jomoo represent surname Lin? In the Tang Dynasty, a member of Lin's family was called Lin Po Gong. He had nine sons under his knee, and the nine sons had successively enrolled in the imperial examinations, and the official to the governor was equivalent to our current Secretary of the municipal Party committee. Many people in Southern Fujian know that Jomoo represents it.

Wang Qishi, when we first started this business, we wanted to position ourselves as the biggest trousers in China, the king of trousers, called "nine herd king", including our LOGO. Our LOGO JOEONE is also the number one. We want to be the first. In fact, we are a brand and put our vision into a brand LOGO.

reporter: Fujian, especially Quanzhou, is a bit of a corner in the geographical layout of China. When you start your business, do you have such a big dream that you want to build a big business, or is it just for making money? {page_break}

Lin Congying: strictly speaking, there should be three processes. Nine years ago, although this enterprise has been through 25 years, there have been 3 different psychological changes in the entrepreneurial process in 25 years. We are nine year herding enterprises founded in 89 years. When we invest there should be very little investment. Actually, the first dream is very simple. It can earn some money, support our families, and enable our families to live a better life. This is the first wish.

那么到了中期第二个愿望的时候，我们既然已经创业的历程，而且市场占有率或者说裤子做的也不错，我们就想做中国，在96年、97年我们就想做中国最大的裤子，就想做裤王，这个就是愿景，这个是第二个阶段，第一阶段已经完成了原始积累，也让家人过上更好的生活，想赚点钱也赚到了，第二个阶段就想能够更清楚这个企业的使命和愿景，其实到了第三个阶段就变成责任了，其实这个时候是一个责任就不是一个企业或者说能够去赚更多的钱，责任首先来讲有两个，这个重要的责任，一个是对员工的责任，因为这个企业有1万多个人，那么如何让这些人既能够在这边工作，安居乐业，同时又让这些在九牧王工作的人能够拥有能力，所以说我们经常讲说我虽然是一个老板，但是我没有办法让我的员工提供一辈子的就业机会，但是我认为这个企业应该让员工有就业的能

Therefore, whether we are trained in talents or not, the investment in training is relatively large. This is the first responsibility.

Then the second responsibility is social responsibility. Then the social responsibility is a key problem. First of all, China should have more world-class brands. The real country must have the future and have more soul characters and soul brands, so that the country can be stronger.

government strategic direction to help enterprises become bigger and stronger

Reporter: in Fujian, with so many famous brands and enterprises, we made a contrast. Wenzhou's Wenshang was also famous at that time, and Wenzhou did well in some subdivision products, but after 08 years of financial crisis, it was Wenzhou's first problem, such as the industry hollowing out, for example, giving up the industry and getting the money to stir fry it. But we noticed Fujian's business association. Fujian merchants have been sticking to this industry, and many enterprises are committed to building international brands. What do you think of the difference between the two places? p

Lin Congying: I am very respectful to Wenzhou people or some warm businessmen, but I think the difference between the two places is mainly due to the different strategies and Strategies of the government.

Let me talk about this area of Jinjiang and Quanzhou, why today's development can stick to industry.

Quanzhou has three stages, or three aspects of the Jinjiang government's guidance, which play a key role in the development of enterprises.

The first stage was in the early 80s and early 90s. At that time, rough manufacturing of fake and inferior commodities was relatively common in many parts of China. However, the first thing we put forward by the government of Jinjiang was quality and prospering the market. Only when we did well in quality, could our city manage well and do well, so at that time we should crack down on fake and inferior commodities, that is, to protect the advanced products and crack down on backwardness. This is the first strategic direction that the government has given.

The second stage is that we put forward brand strategy in Jinjiang, that is, the period of brand promotion.

A city or a region can have more brands, a better brand can go all China, can go to the world, the city has the future, this city is worth respectful.

Then the third stage is called the Quanzhou plate or the Jinjiang plate. When the enterprises are doing relatively well, the risk is the risk of the law.

Every enterprise how to avoid your legal risk, only listing, through external force to promote your enterprise change, can standardize operation, lawful operation, lawful operation, this enterprise can do longer, can do longer.

now let's turn around and compare Wenzhou. Then, in 2000, Wenzhou put forward that we should be the best factory in the world. The best products in the world are produced by Wenzhou. I think this is a different strategic direction put forward by the two governments.

Wenzhou is the best factory I want to make in the world. Jinjiang is the brand I want to do the most. Then, when we put forward the brand strategy in 2000 or so, as long as you are a famous brand in China, you are a well-known trademark in China, I will give you great encouragement, and 2 million reward, reward you.

Therefore, some strategic guidance of the government will still exert considerable influence on the original direction of the development of enterprises.

We often talk about a service-oriented government. If the government wants to do something or not, the government will do well, such as formulating the development strategy of the city and guiding the enterprise to take the road of the future.

so we often say that what Wenzhou often does is invisible. Then Quanzhou and Jinjiang do what they can see because they are brand and industrial, and Wenzhou will have more virtual economy.

So we can check in Quanzhou. There are hundreds of Listed Companies in Jinjiang. No matter Hongkong is listed, there are many Jinjiang enterprises in China's gem, small and medium-sized boards and motherboards. This relationship with the government is very large. The government has always called on you to operate legally and operate legally, and you can do this business longer and longer. I think the direction and strategy of these strategies are very correct.

P: reporter: how can the Jinjiang enterprises in such a big way become so large and their vision is very wide? I am surprised that in such a small place, we have a very wide view and can do well in the products. And for the clothing industry, we need to use the best materials to develop the best fabrics and models. We also need to know about internationalization in terms of management, and also through various business departments. How do you do this?

Lin Congying: Why are there so many brands in Jinjiang? I think, first of all, the government has played a very important role in establishing industrial clusters.

The raw materials that you produce, anywhere you can buy, to the industry cluster should also be a very critical issue.

Secondly, these enterprises in Jinjiang are good at learning, very industrious, and will never give up. In the introduction of talents, they are borrowing the external brain, and constantly changing the market to meet the needs of consumers in this market. This is the most important question.

no model can succeed without good products

reporter: in fact, we have noticed a phenomenon. Now the mobile Internet is flourishing, and the electricity supplier is also thriving. There are also its own online stores on Tmall. Some people say that this kind of electricity supplier mode is relatively elementary. They think that the Internet has a closer relationship with consumers' cognition through the Internet. You are engaged in the industry for so many years. What do you think of the Internet's response to the traditional brand? Now there is a very famous brand called Xiaomi, which has left a very deep impression on consumers in three years. Is there any experience you can learn from it?

Lin Congying: it is true that the development of China today is very fast, but we have been thinking about a problem recently. All the innovations in China today are devastating, and one of them will destroy one. From my personal point of view, I always believe in it. Of course, its mode is very good, but I think the speed is not necessarily good. I think the more important question is not that it will be very fast today, or very soon, the day after tomorrow, or how long it takes to make the enterprise bigger. I think the key question is sustainable and how long it can last.

The Internet has changed a lot for today's business, for today's people, and for today's habits and behaviors. This is what all enterprises and all operators should see. So we set up a project of on-line and offline O2O from last year. In fact, we are starting to promote how we can better serve our consumers through online and offline integration.

And we always believe that stores in the future will not only be opened in department stores, but not just on the streets, they should be opened in the pockets of consumers. Why are they kept in the pockets of consumers? Because nowadays people use mobile phones and cell phones in their pockets. This store is in the pockets of consumers. I think this is the biggest change in the first place.

I once talked with some people who had done e-commerce. For example, we assumed that the hub could open the shop in the countryside, and there were more than 2000 people in each village, or more than 1000 villages could open a shop.

reporter: do you think this will hurt the brand?

Lin Congying: I do not think it will hurt. Why can he open a shop? For example, you are the village head. I will install a computer in your house and charge you a certain fee. I will use your computer to serve the village in your home. If you want to buy something directly in the house, I think it is entirely possible to solve this problem.

So I think there should be great changes in the future, especially in business models.

But from my point of view, no matter how your business model changes, the consumer experience and product itself will eventually return to the product itself. If you do not have good products, the core competitiveness of your product can not meet the needs of consumers, no matter what mode you use, it will not succeed.

reporter: we also see that the shop of nine herd Wang can be said to be a very wide shop. Now there are many people. Just now you mentioned the need for stores, but now many people say that the cost is too large, the rent, staff and water power are too large. We simply go to the electricity supplier. What do you think of it?

Lin Congying: store or electric business. They should depend on each other and no one can leave.

For example, if you are selling online, you will not be able to sell it online. If you want to sell it online, you can't combine the key issues with online and offline businesses. You can sell and experience shop online, and you can place your order online. I think the future is purely from the aspect of clothing.