Editor's Note: Since the establishment of Hangzhou Chahuajiashi Garments Co., Ltd. since its establishment in 2002 to the successful strategic transformation in 2008 up to now, the past ten years of temperament sharpening, in the fierce competition in the market come to the fore. Looking back in the past, North Korea spent an up-and-down experience of the leap-forward development by leaps and bounds. Looking forward now, North Korea has its own unique brand culture precipitation; dialogue Yu Zedong, into the New Year's Eve! It is always a sacred and easy-going occupation in the minds of the general public for the teacher to spend his time in the old days. However, for Yu Zedong, day after day restlessness has never allowed him to find a spiritual habitat.
"Every fashion designer wants to have a brand of his own." With this belief in mind, in early 2000, he resolutely resigned from the work of the College of Fashion and brought a suitcase to the beautiful West Lake. His expectations and dreams for the future are contained in his book .......... The family and friends around me are still very surprised at his decision. He was born in rural Sichuan due to family environment. Have always encouraged themselves to be enterprising, to use their own efforts to change their own destiny, to bring more comfortable and happy life for his family, because he has always been convinced that the myth originated in the dream!
In 2006, the dream came true, that year he was 28 years old. "What one fears most is that there is no goal, no dream", which is what Yu always emphasized in his conversation. In 2000, the body's only money is not enough to solve the food and clothing, you want to create your own clothing brand , in the eyes of others, it is simply nonsense. But by 2002, with the only food and clothing costs he earned his first "big money." This process, with Yu general words to sum up: "This is two years, riding a bike five broken, but also lost three, in return."
In 2002, he used the first "huge sums of money" in life to launch the brand. For start a brand, funding is still quite embarrassing. But this did not quench his enthusiasm for the pursuit of ideals, from design, playing board, into the fabric and other work, by one person to complete. It is also precisely because of this young momentum and enthusiasm, at the beginning of the opening, he has been silently sticking around his girlfriend tells the dream of spending time: three years to make the North Korea fight caused by the fight against the Hangzhou nation Commoner embroidery leader and overlord!
In July 2005, his dream came true. After 3 years and 7 months, North Korea took an upstairs from 20 square feet of the workplace moved into a more than 5000 square of new plant. From the perspective of firm size and output value, the trend of picking up flowers has become the leader of the embroidery industry in Hangzhou. Five years of hardships, North Korea picked up the brilliant peak Sheng period, Yu Zedong's career seems to have embarked on a peak. In retrospect, he said, 2006 is the most paranormal year of his life. For himself at that time, the success of his career and the fulfillment of his dreams gave him some confusion and did not know what he or she should do or what his own goal in life was.
The New Year's Eve picking up Nirvana rebirth: from the national commoner embroidery 360 degree transition to a multi-type women's clothing has experienced five years of development in North Korea, in 2006 and 2007 received gratifying results. So assuming that has been going on like this, its fate will be like? After experiencing a confused period in 2006, Yu Zedong set a new goal for the DPRK. This objective, most people at the time, was trying to dig a grave and was a "suicidal act" that sent a growing brand to the death.
Just as when he just resigned as a teacher, most of the people around him said they did not understand or even oppose it. Yu Zong said he was a lot of people were laughing as "Yu crazy" "Yu bold." But this did not extinguish his will, although faced with a lot of pressure, but Yu always identified a multi-type women's development space, as always, toward the new goal toward the beginning: starting in 2008, 360 degree strategy Transformation, completely abandon the commoner embroidery style, repositioning as a composite women. Everything again from scratch.
Yu Zong said that a brand, how far to go in the future, come to a height, fundamentally speaking, there are several core points, one of which is - product positioning, apparel audience broad enough. Composite women is also such a concept, will spend as much as Positioning for Japan, South Korea and South Korea combined with European and American fashion cheap high-quality fast fashion brand positioning, the purpose is to allow her to accommodate more target audience. The product's capacity will greatly affect the annual output value of the enterprise. Women as a fashion industry, behind a key word is the integration.
In other words, once the positioning of the brand is set too extreme, many years may have many adverse effects on the business. The positioning of the composite women to a large extent the scope of the style has been expanded; New Year's Eve development: product width, depth hard; channel hard; and operations, services, management hard, is king! Experiencing the glory of the old dynasty, and the hardships of picking up the new home in the rush of nirvana, Yu Zedong is very cautious about the brand's future development.
In 2009, Yu Zedong's goal of planning a new attraction was to become China's most promising women's clothing brand in the next 10 years. He said, "Women do the same with the rivers and lakes, sword, never the first, therefore, will not spend the fate of the pursuit of women first, but to do the next 10 years the most growth of women's brand."
What is the most growth of women's clothing brand, how to achieve this goal? For this question, Yu Zedong gives the answer is that the fist of the product should be hard; channels to be hard; and operations, services, management should be hard, hard to do these three aspects is king. The product of this fist to be hard, and then channel and operation, management and service of these two fists to do hard, the goal of the day spent must be able to achieve. From 2008 to 2010, the strategic transformation of the three years, so that Yu Zedong understand the success of the brand ultimately boiled down to a business and brand strategy, tactics, product positioning and channel positioning of the perfect unity; but from 2011 to Focusing on products for the past two years in 2012, the company has been able to find a breakthrough in product development and its own precise positioning. As for the cultivation of the key markets in 2013 and the construction of the sample plate market (Jiangsu and Hubei , Hunan, Beijing, Shandong, Kunming, Xi'an market has come to the fore), the strategic upgrade has been the perfect flower opened the curtain; the next year, the company will focus on upgrading the internal operating system and strengthen terminal management; with 1 Years of brand culture and corporate culture to enhance the promotion and construction efforts to make the DPRK spend the best pick up to become the most growth in the domestic market of women's brands and to adapt to the most extensive crowd of quality women's clothing; Choose (Yu Zedong)!
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