In China, Pierre Cardin is arguably the most famous French brand. Speaking of Pierre Cardin, I have to mention the only manufacturer of Pierre Cardin men's clothing, Tianjin Jinda Garment Co., Ltd., who has had 23 years of experience. The Chinese state-owned company behind Pierre Cardin experienced the brilliance, confusion and revitalization of Pierre Cardin in China. He quietly wrote Pierre Cardin's "Marco Polo" in the 20th century.
Tianjin Jinda Garments Co., Ltd., established in 1987, is a state-owned joint venture company based on Tianjin Textile Group, which is a joint venture with world famous textile and apparel group GFT Group in Italy and CITIC Group. It is a processing base for many world famous brands, such as Arman, CK, Reporter and so on.
Reporter: What is the origin of Tianjin Jinda Garment Co., Ltd. and Pierre Cardin brand?
Yang Lugang: In the 1980s, the Pierre Cardin suit quickly became popular in China and was deeply tied to suits made by Tianjin Jinda. In 1987, on the basis of Tianjin Textile Group, Tianjin Jinda Garments Co., Ltd., which was jointly established with GFT, the world famous textile and clothing group, and CITIC Group, adopted the production technology of Italian GFT. It can be said that it was a Chinese men's production line at the time. technology**. In 1988, when Mr. Cardin came to China, he saw that Tianjin Jinda Garments Co., Ltd. had the same level of quality and craftsmanship in the production of ready-to-wear garments in Europe, and immediately decided that the company would exclusively produce its branded apparel. At the time, one was a famous international brand with a long history, and the other was a leading manufacturer in the domestic apparel industry. The cooperation between the two companies can be described as a “strong and strong allianceâ€. So far the two have passed together for 23 years. As the main brand of Jinda, Pierre Cardin has always paid attention to the company.
Reporter: The Pierre Cardin suit is the first foreign brand to enter China. It has been brilliant in the development process and it seems to be marginalized. How do you think about this issue? What is the development process of Jinda?
Yang Lugang: Since China entered the WTO, a large number of foreign luxury brands have entered the Chinese clothing industry, especially the impact, the brand's development in China has gradually exposed some problems, such as conservative style, lack of vitality. However, for the moment, the sales in the first-tier cities in first-tier cities across the country are still quite good. Pierre Cardin’s position in China is an imported, high-end men’s product, not a luxury.
In the initial period of reform and opening up, Jinda’s business philosophy was based on the seller’s market, which resulted in a weak sense of service from Jinda. With the 30 years of reform and opening up, other apparel companies have continuously improved their design and production. The increasingly fierce competition has shifted from the seller’s market to the buyer’s market. However, Jinda is still immersed in the superiority of the seller’s market. The company is out of touch with the market, and I have suffered losses for many years when I took over Jinda.
Reporter: The cooperation between Pierre Cardin and Zonda was as long as 23 years. What are the most outstanding advantages of Jinda?
Yang Lugang: Jinda's strict guarantee on the quality of clothing can be said to be the biggest advantage. Pierre Cardin elderly advocating European production technology, Jinda's technology belongs to the Italian school of Italian GFT group, the Italian GFT company in the details of the production process has its unique features, is unmatched by other companies. Thanks to years of enjoyable cooperation, Cardin himself fully affirmed the product quality of Jinda.
Reporter: As the fourth executive of Jinda, and the only Chinese person, what do you know about the management and management of Jinda? What problems have you encountered?
Yang Lugang: “Jinda†is a joint-stock joint venture company. The first three generations are foreign managers. Some of their strategic vision and implementation are not suitable to some extent for the expansion of the Pierre Cardin brand in the Chinese market and the long-term development of Jinda. development of. Companies urgently need to find a manager that is more suitable for current market operations.
In Tianjin, I have my own clothing brand Phoenix, which has maintained sales in the top three shopping malls in Tianjin for many years. In 2007, the Textile Bureau hired me to take over Jinda. As a private business owner I feel pressure. Because once a company changes managers, it will face many difficulties and challenges, such as the aspects of the banking sector and the coordination of agencies. At that time, Jinda faced a large deficit and shortage of funds. At the time, we visited customers and agents at the national level and listened to everyone's opinions. We went to Europe to participate in the clothing and fabrics exhibitions and learn advanced European design concepts. Before Tianjin's retail market could be said to be a blank, we started to operate direct stores in Tianjin. Nowadays, Tianjin has 21 outlets in Pierre Cardin. Our characteristic is to pay attention to after-sales service. We have a special laundry and after-sale service station near the store. One of the main after-sales service business we promoted last year was to buy a suit of more than 3,000 yuan for free lifetime cleaning.
After coming to Jinda for more than three years, the company’s sales have now turned into losses, with sales reaching hundreds of millions of yuan, profits reaching more than 10 million yuan, and paying more than 14 million yuan in 2010. In 2010, I was honored to be rated as a Tianjin model worker.
Reporter: At present, there are many good sales of men's wear brands in China, such as Youngor and Shanshan. Compared with these brands, where are the advantages of Pierre Cardin's suit produced by Jinda? How is it going to increase market share? What is the company's future development plan?
Yang Lugang: Youngor, Shanshan, can be said to be authentic men's clothing of the South China School, whether from design to production, their advantage lies in their cost, and our advantage lies in the quality of the product, which is the most important brand value. The processing of the process has always been based on European advanced technology, using imported Italian fabrics. Customers wearing our products will be very comfortable. In terms of design, we have worked closely with the professional design team in France to combine the international pop elements with the characteristics of China's own localities. We have designed a men's suit for the size and shape of the Chinese figure, and the style has been constantly updated. improve. In addition, the brand is more diversified and its products are becoming more youthful and fashionable. Sales in Tianjin have always been among the best. In May, Mr. Pierre Cardin will bring a design team to stage a Pierre Cardin Peace Carrier 2011 “Peace Boat†2011 fashion show in Tianjin.
We hope that in the near future, the sales of Pierre Cardin men's clothing will break the "China men's clothing difficult to wear north and south" problem, and fill the gap in sales across the country. We plan to increase the branding of European business agents. Currently, we are running a bedding brand called Lexington, and sales in Beijing are good. On one hand, it engages in production, wholesale and retail business, and on the other hand, it acts as a brand agent.
The journalist's Pierre Cardin fashion is the first international brand to enter the Chinese market. As early as the 1980s, when Cardin foresaw the business opportunities hidden in this ancient civilization, other French counterparts watched him skeptically. Now, China has become a battlefield where many international big brands compete against each other. When Pierre Cardin came to China, he brought more than just a high-end fashion brand. It was also a fashion message. For the first time, Chinese models had entered the international T-table and pushed the fan of fashion closure. Long time door.
Pierre Cardin’s suit has lost its brand in the Chinese market due to factors such as its operation, channels, and unfavorable maintenance of its brand image. Pierre Cardin’s brand licensing and licensing operations have led to brand management and product quality control. The short board has affected its image among the more valuable high-end consumers.
Chinese consumers have received too much international brand information during the more than 30 years of reform and opening up, thus forming a superstitious attitude towards international brands. In recent years, as Chinese brands have grown, consumers have become superstitious about international brands. The degree is gradually declining. The brand's image and the elements conveyed are its true concerns. Whether it is Chinese manufacturing or foreign manufacturing, it maintains its brand's core value proposition and allows consumers to perceive the long-term existence of this value. Being good at using marketing tools to keep up with the times and ensuring that it is consistent with current social and cultural elements is the key to gaining consumer acceptance.
"Success is inseparable from partners and hard work." This is Mr. Pierre Cardin's simple management. It is believed that with years of brand accumulation and continuous improvement, the future of Pierre Cardin brand in China will be better.
Tianjin Jinda Garments Co., Ltd., established in 1987, is a state-owned joint venture company based on Tianjin Textile Group, which is a joint venture with world famous textile and apparel group GFT Group in Italy and CITIC Group. It is a processing base for many world famous brands, such as Arman, CK, Reporter and so on.
Reporter: What is the origin of Tianjin Jinda Garment Co., Ltd. and Pierre Cardin brand?
Yang Lugang: In the 1980s, the Pierre Cardin suit quickly became popular in China and was deeply tied to suits made by Tianjin Jinda. In 1987, on the basis of Tianjin Textile Group, Tianjin Jinda Garments Co., Ltd., which was jointly established with GFT, the world famous textile and clothing group, and CITIC Group, adopted the production technology of Italian GFT. It can be said that it was a Chinese men's production line at the time. technology**. In 1988, when Mr. Cardin came to China, he saw that Tianjin Jinda Garments Co., Ltd. had the same level of quality and craftsmanship in the production of ready-to-wear garments in Europe, and immediately decided that the company would exclusively produce its branded apparel. At the time, one was a famous international brand with a long history, and the other was a leading manufacturer in the domestic apparel industry. The cooperation between the two companies can be described as a “strong and strong allianceâ€. So far the two have passed together for 23 years. As the main brand of Jinda, Pierre Cardin has always paid attention to the company.
Reporter: The Pierre Cardin suit is the first foreign brand to enter China. It has been brilliant in the development process and it seems to be marginalized. How do you think about this issue? What is the development process of Jinda?
Yang Lugang: Since China entered the WTO, a large number of foreign luxury brands have entered the Chinese clothing industry, especially the impact, the brand's development in China has gradually exposed some problems, such as conservative style, lack of vitality. However, for the moment, the sales in the first-tier cities in first-tier cities across the country are still quite good. Pierre Cardin’s position in China is an imported, high-end men’s product, not a luxury.
In the initial period of reform and opening up, Jinda’s business philosophy was based on the seller’s market, which resulted in a weak sense of service from Jinda. With the 30 years of reform and opening up, other apparel companies have continuously improved their design and production. The increasingly fierce competition has shifted from the seller’s market to the buyer’s market. However, Jinda is still immersed in the superiority of the seller’s market. The company is out of touch with the market, and I have suffered losses for many years when I took over Jinda.
Reporter: The cooperation between Pierre Cardin and Zonda was as long as 23 years. What are the most outstanding advantages of Jinda?
Yang Lugang: Jinda's strict guarantee on the quality of clothing can be said to be the biggest advantage. Pierre Cardin elderly advocating European production technology, Jinda's technology belongs to the Italian school of Italian GFT group, the Italian GFT company in the details of the production process has its unique features, is unmatched by other companies. Thanks to years of enjoyable cooperation, Cardin himself fully affirmed the product quality of Jinda.
Reporter: As the fourth executive of Jinda, and the only Chinese person, what do you know about the management and management of Jinda? What problems have you encountered?
Yang Lugang: “Jinda†is a joint-stock joint venture company. The first three generations are foreign managers. Some of their strategic vision and implementation are not suitable to some extent for the expansion of the Pierre Cardin brand in the Chinese market and the long-term development of Jinda. development of. Companies urgently need to find a manager that is more suitable for current market operations.
In Tianjin, I have my own clothing brand Phoenix, which has maintained sales in the top three shopping malls in Tianjin for many years. In 2007, the Textile Bureau hired me to take over Jinda. As a private business owner I feel pressure. Because once a company changes managers, it will face many difficulties and challenges, such as the aspects of the banking sector and the coordination of agencies. At that time, Jinda faced a large deficit and shortage of funds. At the time, we visited customers and agents at the national level and listened to everyone's opinions. We went to Europe to participate in the clothing and fabrics exhibitions and learn advanced European design concepts. Before Tianjin's retail market could be said to be a blank, we started to operate direct stores in Tianjin. Nowadays, Tianjin has 21 outlets in Pierre Cardin. Our characteristic is to pay attention to after-sales service. We have a special laundry and after-sale service station near the store. One of the main after-sales service business we promoted last year was to buy a suit of more than 3,000 yuan for free lifetime cleaning.
After coming to Jinda for more than three years, the company’s sales have now turned into losses, with sales reaching hundreds of millions of yuan, profits reaching more than 10 million yuan, and paying more than 14 million yuan in 2010. In 2010, I was honored to be rated as a Tianjin model worker.
Reporter: At present, there are many good sales of men's wear brands in China, such as Youngor and Shanshan. Compared with these brands, where are the advantages of Pierre Cardin's suit produced by Jinda? How is it going to increase market share? What is the company's future development plan?
Yang Lugang: Youngor, Shanshan, can be said to be authentic men's clothing of the South China School, whether from design to production, their advantage lies in their cost, and our advantage lies in the quality of the product, which is the most important brand value. The processing of the process has always been based on European advanced technology, using imported Italian fabrics. Customers wearing our products will be very comfortable. In terms of design, we have worked closely with the professional design team in France to combine the international pop elements with the characteristics of China's own localities. We have designed a men's suit for the size and shape of the Chinese figure, and the style has been constantly updated. improve. In addition, the brand is more diversified and its products are becoming more youthful and fashionable. Sales in Tianjin have always been among the best. In May, Mr. Pierre Cardin will bring a design team to stage a Pierre Cardin Peace Carrier 2011 “Peace Boat†2011 fashion show in Tianjin.
We hope that in the near future, the sales of Pierre Cardin men's clothing will break the "China men's clothing difficult to wear north and south" problem, and fill the gap in sales across the country. We plan to increase the branding of European business agents. Currently, we are running a bedding brand called Lexington, and sales in Beijing are good. On one hand, it engages in production, wholesale and retail business, and on the other hand, it acts as a brand agent.
The journalist's Pierre Cardin fashion is the first international brand to enter the Chinese market. As early as the 1980s, when Cardin foresaw the business opportunities hidden in this ancient civilization, other French counterparts watched him skeptically. Now, China has become a battlefield where many international big brands compete against each other. When Pierre Cardin came to China, he brought more than just a high-end fashion brand. It was also a fashion message. For the first time, Chinese models had entered the international T-table and pushed the fan of fashion closure. Long time door.
Pierre Cardin’s suit has lost its brand in the Chinese market due to factors such as its operation, channels, and unfavorable maintenance of its brand image. Pierre Cardin’s brand licensing and licensing operations have led to brand management and product quality control. The short board has affected its image among the more valuable high-end consumers.
Chinese consumers have received too much international brand information during the more than 30 years of reform and opening up, thus forming a superstitious attitude towards international brands. In recent years, as Chinese brands have grown, consumers have become superstitious about international brands. The degree is gradually declining. The brand's image and the elements conveyed are its true concerns. Whether it is Chinese manufacturing or foreign manufacturing, it maintains its brand's core value proposition and allows consumers to perceive the long-term existence of this value. Being good at using marketing tools to keep up with the times and ensuring that it is consistent with current social and cultural elements is the key to gaining consumer acceptance.
"Success is inseparable from partners and hard work." This is Mr. Pierre Cardin's simple management. It is believed that with years of brand accumulation and continuous improvement, the future of Pierre Cardin brand in China will be better.
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