Yang Lugang: The Story Behind Me And Pierre Cardin

In China, PierreCardin (Pierre Cardin) can be said to be the most famous French.

Founded in 1987, Tianjin JINDA Garments Co., Ltd. is a state-owned joint venture based on Tianjin Textile Group, which is combined with the world famous textile and Garment Group Italy GFT group and CITIC Group.

It is the processing base of many world-famous brands, such as Arman, CK, Reporter and so on.

Author: Tianjin JINDA

Yang Lugang: in the 80s of last century, Pierre Cardin's suit became popular in China. It had a profound relationship with the suit made by Tianjin JINDA.

In 1987, on the basis of Tianjin Textile Group, the Tianjin JINDA garment made with the world famous textile and Garment Group Italy GFT and CITIC Group used the production technology of Italy GFT, which can be regarded as a technological revolution of the Chinese men's wear production line at that time.

In 1988, when Mr. Cardin came to China, he saw that Tianjin JINDA Garments Co., Ltd. had the same European level in the quality inspection and processing of the ready made garments.

At that time, one was a famous international brand with a long history. One was a manufacturing enterprise with a leading position in the domestic garment industry. The cooperation between the two could be said to be "strong combination".

Up to now, the two have been together for 23 years. As the main brand of JINDA, Pierre Cartan has always attached importance to the company.

The author: Pierre Cardin suit is the first foreign famous brand to enter China. It has been brilliant in the development process, and now it seems to be marginalized.

How do you view this problem?

What is the development of JINDA?

Yang Lugang: Since China's entry into WTO, the large number of foreign luxury brands has come into being. The impact on China's clothing industry is particularly large. The development of brands in China has gradually exposed some problems, such as conservative style and lack of vitality.

But for the time being, the sales volume of the first tier cities in the first tier cities in the country is quite good.

Pierre Cardin's position in China is an imported and high-end men's clothing product, not luxury.

In the initial stage of reform and opening up, the business philosophy of JINDA was mainly based on the seller's market, which made the service consciousness of JINDA not strong. With the 30 years of reform and opening up, other garment enterprises have been constantly upgrading in design and production, and the market competition is more intense. The market has been pformed from a seller's market to a buyer's market. However, JINDA is still immersed in the superiority of the seller's market, and the enterprise is out of touch with the market.

The author: Pierre Cardin and JINDA have been working together for 23 years. What is the most prominent advantage of JINDA?

Yang Lugang: JINDA's strict guarantee of clothing quality is the biggest advantage.

Pierre Cardin old people advocate Europe's production technology. The technology of JINDA belongs to the European Group GFT group of Italy. The details of Italy GFT's clothing production technology are unique.

Over the years, Cardin has personally given full recognition to the product quality of JINDA.

The author: as the fourth senior executive of JINDA, and the only Chinese person, what do you know about the management of JINDA?

What problems have you encountered?

Yang Lugang: "Jin Da" is a joint-stock joint venture. The first three generations are foreign managers. Some of their strategic vision and implementation are not suitable for the development of Pierre Cardin brand in China and the development of Tianjin.

Enterprises urgently need to find a manager who is more suitable for the current market operation.

In Tianjin, I have my own clothing brand, Feinikesi, whose sales performance in major shopping malls in Tianjin has been in the top three for many years.

In 2007, the Textile Bureau hired me to take over JINDA.

As a private business owner, I feel pressure.

Because once the company changes managers, it will face many difficulties and tests, such as bank loans, agents coordination, and many other aspects.

At that time, JINDA faced a great deficit and shortage of funds.

At that time, we visited customers and agents at all levels at the national level, listened to your opinions, went to Europe to attend the clothing and fabric exhibition, and studied European advanced design concepts.

The retail market in Tianjin can be said to be a blank. We began to run a retail store in Tianjin.

Now that Tianjin has 21 Pierre Cardin outlets, we are characterized by the importance of after-sales service. We have specialized laundry and after-sales service stations near the store.

Last year, we launched a post-sale service business that is to buy a suit of more than 3000 yuan and send it free of charge for life.

It has been more than 3 years since the arrival of JINDA. The sales of the enterprises have already turned into a deficit, and sales have reached hundreds of millions of yuan, and the profits can reach more than 10 million yuan. In 2010, they paid about 14000000 yuan in taxes.

In 2010, I was honored to be chosen as a model worker in Tianjin.

The author: many domestic men's wear brands sell well now, such as YOUNGOR and Shanshan, compared with these brands, where are the advantages of Pierre Cardin's suit produced by JINDA?

How to expand the market share?

What is the future development plan of the company?

Yang Lugang: YOUNGOR and Shan Shan can be said to be the genuine Chinese Southern Style Men's clothing. Whether from design to production, their advantage lies in their cost, and our advantage lies in the quality of products, which is the most important brand value.

The processing technology has been using advanced European technology and imported fabrics from Italy. Customers will be very comfortable wearing our products.

In terms of design, we work closely with the French professional design team to combine the international fashion elements with the local characteristics of China. We design a men's suit that is suitable for Chinese stature and size, and the updating speed of the style is constantly improving.

In addition, the brand is also more diversified, the product is more young and fashionable.

Sales in Tianjin have always been among the best.

In May, Mr. Pierre Cardin will take the design team in Tianjin to launch the PierreCardin PeaceCarrier "peace Ark" Pierre Cardin 2011 fashion conference.

We hope that we can break the sale of Pierre Cardin men's clothing in the near future and break the gap between China's men's wear and the north south market.

We plan to increase the business quality of European brand agents.

At present, we are running a bedding brand called Lexington, which has a good sales in Beijing.

On the one hand engage in production, wholesale and retail business, on the other hand, brand agent.

Author's notes

Pierre Cardin fashion is the first international brand to enter the Chinese market.

As early as the 80s of last century, when Cartan foresaw the business opportunities in this ancient civilization, other French colleagues viewed him suspicions.

Now, China has become the battleground of many big brands in the world.

Pierre Cardin came to China, bringing not only a high-end fashion brand, but also fashion information, so that Chinese models first boarded the international T stage and pushed the door that had long been closed to fashion.

Pierre Cardin's suit has shrunk in the Chinese market due to its disadvantages in management, channel and brand image maintenance. Pierre Cardin's brand authorization and license management have led to its short board in brand management and product quality control, thus affecting its image in the more valuable high-end consumers.

In the past 30 years of reform and opening up, Chinese consumers have accepted too many international brand information, thus forming a superstition belief on international brands. In recent years, with the development and growth of Chinese brands, the degree of superstition of consumers towards international brands is gradually decreasing. The image and the pmission elements of brand are the real concerns. Whether it is made in China or in foreign manufacture, the core value demands of their brands are maintained, and consumers are aware of the long-term existence of this value. At the same time, the key to gaining consumers' recognition is to be good at making use of marketing means to keep pace with the times and ensure that they are consistent with the current social and cultural elements.

"Success is inseparable from partners and hard work."

This is a simple way of management for Mr. Pierre Cardin.

I believe that with the accumulation of brand and continuous improvement over the years, the future of Pierre Cardin brand in China will be better.