It is not a bad thing for people to grow in a difficult environment. It can force you to constantly tap into your potential and grow continuously.
As a young man, no matter how beautiful you are or where you come from, don't look down. Always remember that the more you do, the more you will gain.
The cashmere industry has not yet reached the final plight. The growth of China's cashmere industry, which is backed by scarce resources and cashmere, has reached its limit. An effective consolidation of the industry is imperative.
If a company wants to develop well, it must find its own position and see its own shortcomings. Today's Saussurea shows us a new look. We need to create a brand-new brand in a real and definitive manner.
University Art Troupe Broker
"If someone in the street is wearing a beautiful dress and wearing a Casio watch, it must have come from Guangzhou."
The era has given Chen Tao a different opportunity than others, and it has also made the most of his personality that is not conservative and dares to try new things. In 1986, at the beginning of reform and opening up, Chen Tao was facing the first important choice in his life. With the college entrance examination scores for Tsinghua and Peking University, he made an unexpected decision - to go to Guangzhou to study at a university, and chose one of the most cutting-edge majors - foreign trade English.
Until today, Chen Tao still does not regret his original choice. “My old home was in Chongqing, and it was inland. At that time, Guangzhou was near the frontline of reform and opening up because of its proximity to Hong Kong. Some of the most popular things were first introduced to us from Guangzhou. At that time, if someone was wearing a beautiful piece on the street, Clothes, wearing Casio watches, must come from over there. It is a glorious thing to be able to go to college in Guangzhou.â€
Even more, he felt that he had a lively atmosphere on the campus. The literary Chen Tao was the head of the school's art troupe for three consecutive years. The dance he planned and arranged received the first prize of the Yangcheng Dance Festival in 1988.
When Chen Tao’s business savvy was first exposed and the dance program was awarded, many local companies started to contact the troupe and “walk a hole.†Chen Tao began earning extra money with a dozen girls from the troupe. Chen Tao said that light makeup would take 3 hours at that time. It was very hard, but everybody could get 100-200 yuan for a performance. It was also a considerable income at the time, and it made him a school. Man of the Storm.
The youngest department manager
“Please spokespersons, ordering parties, I have used these new gadgets as early as ten years ago.â€
After graduating from Chen Tao University, he was elected by the school to Beijing. After entering the founding of the People's Republic of China, he became the cashmere branch of China National Import and Export Corporation, a very few exporting company. Chen Tao said that although he is working in a large state-owned enterprise, he has never been constrained by the idea of ​​the official standard, but has his own set of understandings. “Big companies can give me more opportunities, let me know more people, and assist I do more business.†It is also the emancipation of mind, let him do things to never timid, but bold pioneering and innovative, at the age of 26 became the company's youngest department manager.
Zhongtuo Company originally only produced cashmere raw materials, but did not engage in garment production. This is clearly not enough for Chen Tao, who dares to try new things. As a department manager in charge of cashmere, Chen Tao first proposed to transform the supply of raw materials into its own processing, production, and sales, and to realize the integration of industry and trade.
Chen Tao always has a sense of advancement in the development of his career. Today's corporate invitations for spokespersons and opening of orders are already commonplace, but it was actually a bold attempt more than ten years ago. In order to make his own cashmere Sweater into the mall, Chen Tao boldly invited the heads of Lufthansa, Seth, and Metropolitan Department Stores to be the best of several malls at the time, and then brought in several beautiful girls in the company to wear Yi Long Cashmere. The Shirt walks around. This move really works, many shopping malls ordered on the spot, put the goods into the mall. In the second year, Chen Tao had a new idea and wanted to create a brochure and send it to interested partners so that more people would be covered. In 1995, he invited Zhang Jingqiu, who was widely known for the movie “People About Dusk,†to act as a spokesperson and took several brochures. This was very sensational at the time.
Knitwear start cashmere feelings
“Foreigners talk about cashmere and their eyes will shine. They think of it as soft, which makes me proud of my career.â€
Talking about the fate of Chen Tao and Saussurea, we must start from the establishment of Yifa Knitters. Chen Tao said that at that time, Saussurea was the strongest cashmere sweater manufacturer in the country, with strong technical strength, and its own knitting factory lacked its own strength, so it put a lot of orders into Saussurea's production. More dramatic is that the director of his factory was dug up from Snow Lotus. At that time he did not think that many years later, he even became the head of snow lotus cashmere, will lead this veteran power sprout new vitality.
Chen Tao said that he always cherishes talents as long as he can see it and he must reuse it at all costs. At that time, someone just needed to hold up the newly built factory. In order to dig up the talented person of Xuelian, he took out a set of two-bedroom, one-bedroom houses as rewards. This was very generous at the time. Despite many attempts and efforts, the nature of the enterprise still bound Chen Tao's hands and feet. They had all used their profits to hand in the company, and were unwilling to spend huge sums of money to advertise and spread channels. As a result, the business of cashmere sweaters has never been heated up. Foreign shopping malls can see the shadow of Yilang cashmere sweater.
“In foreign countries, when we talk about cashmere, the foreigner’s eyes will glow, thinking that it is very identifiable, and wearing it is very impressive. They think of cashmere as soft gold, and it makes me proud of what I’m doing. But at home, The understanding of cashmere is very superficial.†Chen Tao said that when an international big-name garment with a small amount of “cashmere†costs thousands of yuan at a time, the unit price of cashmere sweaters exported from China is less than 30 US dollars. Such a huge gap made him resolutely determined that he must make “soft gold†look like and get more recognition from people.
Capital injection and positioning survey
“Cashmere products have always been promoted as a warm-keeping product, which is one of the main reasons why the price of cashmere products seriously deviates from its value.â€
At the end of 2006, COFCO Zhongtu Sanli Development Co., Ltd., where Chen Tao is located, strategically injected capital into Beijing Xuelian Cashmere Co., Ltd. Chutuo is China's first enterprise to export cashmere raw materials; Saussurea is the first enterprise to produce cashmere products in China, and “strong alliances†have become the primary motive force for restructuring. Chen Tao, who has been responsible for the cashmere business, has become the leader of cashmere cashmere. People's unique choice, began to write their own intricate and snow lotus cashmere.
In accordance with the five-year competitive strategy of COFCO Zhongtuo Cashmere Business, the restructured Xuelian Cashmere Co., Ltd. will comprehensively enhance the core competition of Saussurea's “brand + personalized marketingâ€, and make an advantage in production, sales channels and brands of snow lotus cashmere. Integration, out of the lowest end of the value chain, complete the fundamental change in business model.
In 2008, after taking the lead of Saussurea for two years, in the face of this mature company, Chen Tao has been thinking about how to make new breakthroughs. He once again put his eyes on the accuracy of consumer satisfaction. He believes that in addition to empirical judgments, an accurate survey of the industry needs consumer satisfaction surveys. So, spend heavily to invite a professional survey company to do a large-scale market research activities.
"I'd like to find out exactly why you don't wear a cashmere sweater because of what?" The final conclusion is that the price is expensive, style, and carelessness are the three major disadvantages of cashmere sweaters.
“Over the years, cashmere products have been promoted as a warm-keeping product. This is inaccurate, and this is one of the main reasons why the price of cashmere products seriously deviates from its value. Cashmere products must have an accurate brand positioning. It is a kind of The luxury products that can be afforded, wearing cashmere products can enjoy high-quality life, cashmere products can be fashionable, and the functions of cashmere products are varied.†Chen Tao said to reporters with emotion. He stated frankly that the destructive behaviors such as large-scale production with quick success and instant profit, as well as low-price competition in the market, have destroyed the market and overdrawn the future of the domestic cashmere industry. The lower the price, the lower the price, and the design cannot break through.
Promote cashmere and fashion marriage
“Choosing Li Bingbing as the endorser of the snow lotus was my most recognized decision, and the brand and sales volume have also been improved.â€
Low-cut evening gowns, lace-ups with small windbreakers, and Swarovski crystals on the clothes. The new products displayed at the 2007 snow lotus cashmere exhibition made people sigh. “The original cashmere sweater can be designed to be so fashionable!†Under Chen Tao’s leadership, Snow Lotus is brewing a revolution in cashmere sweater design and wearing concept.
Hiring Li Bingbing as spokesperson has become a brand promotion for Xuelian cashmere eye-catching eyeballs. Many people have linked cashmere sweaters to fashion for the first time. Tao Tao said that the idea of ​​hiring a spokesperson was also initially questioned, because it takes money to celebrity, advertising, and advertising. However, at the time Sayland’s investment return has not yet satisfied investors, but fortunately the boss supported his decision. . In Chen Tao’s view, consumers nowadays will not have time to listen to your brand culture. They need a more impactful approach. Finding a celebrity endorsement that matches the quality of the product is the best way, especially Snow Lotus. Change the minds of consumers that cashmere sweaters are old worn by the elderly, but also to present their views, so that consumers intuitively see the brand culture, clothing style changes. “Choosing Li Bingbing as the endorser of Snow Lotus was the most recognized decision I took over the past three years. In addition to being branded with fashion labels, the sales volume has been constantly rising, and is known as the 'Ice Legend'.†Chen Tao is very proud.
The unexpected financial crisis has brought a lot of changes to Chen Tao's change journey, but Xuelian, which is mainly based on domestic sales, has not been affected much. Tao Chen said that last year, Saussurea's comprehensive strength ranks third in the country, and sales growth this year is expected to increase by 60% over last year. Speaking of his own goals, Chen Tao said, “My greatest wish is for young people to choose the right snow lotus for their parents when choosing cashmere sweaters.â€
Of course, from another perspective, women’s inherent instincts have made them have the potential to be leaders. Women's natural affinity and inherent femininity have brought a warm current to the fierce competition of the commercial sea. This warm current will allow the cold competition to experience warmth.
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