Dialogue With President He Sucheng: Create A Century Old Fur Brand And Make The Most Real Leather Fur.

Do you know the development of China's fur industry? Do you know where the largest fur manufacturing enterprises are in China? What is the only fur industry stock in the domestic stock market? When people put forward these questions and tried to find answers, they found that they finally pointed to the worth agricultural development Limited by Share Ltd in Suning County, Hebei province.

Go to Wordsworth

Dialogue guest: He Sucheng, President of the Limited by Share Ltd agricultural development

Reporter: in 2008, Wordsworth put forward the slogan of "building the world fur carrier" and successfully launched it. In 2011, the company launched the "sailing project". How do you measure this opportunity?

He Sucheng: from the perspective of Wordsworth, the company started by buying fur and then doing it.

At present, from the quantity of fur production, Wordsworth is already one of the largest enterprises in the fur clothing industry in the world. After listing, we have financing platform, which makes it occupy both the upstream resources and the world standard.

We now propose to build the brand, hoping to improve both the brand and the quality of the company's management.

Interviewer: what do you think is the most important thing to do at home?

He Sucheng: what we are doing now is to enhance the influence of Wordsworth in China's retail market.

Many international first-line brands and domestic brands are sold at home and abroad. Many of the products are processed by Wordsworth. If consumers want to buy thirty thousand yuan of fur clothing, they will definitely want to buy and buy branded products.

Reporter: Wordsworth has always been relatively low-key. What aspects will he plan in the first year of the sailing project?

He Sucheng: sailing is just the beginning. We need to build the foundation and improve the image of the company.

Such as personnel quality improvement, CI design and so on.

On the other hand, to build the brand of Wordsworth, from the perspective of the company and from the retail point of view, the ultimate goal is to build the Wordsworth company into an international company, making the wordsbrand a household name, at least in the Chinese market.

Reporter: what is the next market development plan for us? Because before that, the company mentioned the goal of setting up 3~5 shop every year. Is this too slow for a company that aims to make brand?

He Sucheng: Fur and fashion are different. Fur clothing focuses on sales per store.

The annual output of a fashion shop may be about 2 million or 5 million yuan. How much profit can a fur clothing store produce? About 20 million or 50 million yuan.

Fur and fashion patterns are different. Fur brand stores require a much larger store than fashion brands.

Therefore, simply pursuing shop opening speed is not suitable for fur clothing.

One of the characteristics of fur is to keep warm. High-end consumers are more interested in the luxury and fashion high-end positioning that fur can embody.

First of all, the storefront must be influential. For example, in the first tier cities such as Beijing and Shanghai, the choice of our storefront should be considered in the whole city. Secondly, in the second tier cities like Shijiazhuang, our storefronts should strive to have an influence on the whole Hebei market.

So we are more interested in the radiation effect of a store.

In addition to the direct stores, the future will also choose agents. Our cooperation is the starting point for 4~5 years. Fur clothing has been invested heavily in the early stage, and the economic benefits generated in the late stage are also considerable.

We need to be steady in the overall layout of the domestic market, with professional people doing professional work.

Like the development of Europe and East Asian markets, there are specialized teams to operate.

Reporter: Yes, the whole industry chain operation. What do you think is the advantage of the whole industry chain mode for the terminal market?

He Sucheng: Chinese fur belongs to the initial stage of development.

Although there were many fur clothing stores ten years ago, the number of fur clothing stores was relatively small. In recent years, fur shops have seen a surge of momentum.

It shows that there is a great demand for fur clothing in China's current market.

But fur clothing lacks national brands, and more are local brands. For example, some manufacturers make their own brands, and some agents make brands.

If we can make the terminal brand, we can grasp the dynamics of the fur, the price of raw materials, the trend of fashion and so on. For example, we can easily judge the popular elements of fur next year and the year after next. While building brand, our advantages are obvious. First, the advantages of the company, and the second is the advantage of the staff and the advantage of capital.

Reporter: as we all know, from the global perspective, there is no fixed standard in fur industry. Will China become a leader in fur industry?

He Sucheng: the production characteristics of fur determine that there is no fixed evaluation standard in this field. There is a lot of subjective factors in grading evaluation, but it can not be said that fur can not carry out value judgment.

In fur industry, there are fur associations in the world. Each country has branches, such as China Leather Association, which also regulate fur production evaluation.

As a member unit, Wordsworth has always played a leading role in fur industry.

Our business philosophy is based on honesty, and we can be responsible to consumers for every product of Wordsworth. This is also the spiritual guidance for our future brand building.

We believe that China must have its own national brand. We insist on making national brand in the domestic market, pushing the brand and high-end brand yijiaqi.

Honesty is most important in fur industry. We insist on being a real brand.

Reporter: there will be many difficulties in making a hundred years' brand. Is worth well prepared?

He Sucheng: there will be many setbacks in making clothing brand. Many problems will be faced in the early stage. Many friends in the fashion industry have also made many suggestions. Making brands must encounter many problems like this, depending on whether you can stick to it.

This time we invited specially to the famous brand planning company in the field of domestic brand planning as the project planning unit. We have made all kinds of psychological and practical preparations to create a century old fur brand.