The "Chinese Elements" And "World Coordinates" Of NE TIGER

At the beginning of the new year in 2015, the NE TIGER (tiger tiger), "happy and happy" senior custom wedding dress exhibition opened in Buddha Hill.

From 1982, Zhang Zhifeng opened the first tailor shop to NE TIGER.

The creation of the brand, from the occupation of the luxury leather industry chain to the launch of the "China's luxury Renaissance and new declaration", opened the Chinese style wedding dress, from the shooting of the national image blockbuster to the 2014 APEC conference leaders and ladies, and made the Chinese clothing international and bright. Some people said that China began to have luxury goods that could make the world know.

How to compete with the international luxury brands such as LV and GUCCI?

Demand, how to seize such an opportunity, are testing Chinese brands.

Cruelty of competition

Former president of MontBlanc China

It is believed that the two most likely categories of luxury goods in China are clothing and jewellery, because there are no faults in the two areas from the perspective of cultural heritage.

In the field of clothing, more and more designers use Chinese elements as the main style of their fashion in the four international fashion week, and are deeply loved by Western consumers.

Chinese designers can use Chinese elements more freely than Western designers, but Chinese clothing brands do not seize this opportunity to achieve the internationalization of brands.

Zhang Zhifeng, chairman and art director of NE TIGER, believes that the reason why Chinese fashion brand internationalization is difficult is because the resistance encountered by Chinese clothing industry at home is not encountered in any country or region.

Over the past decade, many luxury goods such as LV and GUCCI have been developing rapidly in China. Besides the real influence of the brand, department stores and commercial real estate also played a role in "boosting fuel consumption".

It is reported that many agencies in the industry are following the "Hangzhou 100 model", that is, the department store will introduce the international top brand, give three years rent free, no decoration fees, management fees and other measures, and even in some cities department stores have become more and more intensified, not only do not collect rents, but also give the sales guarantee, the first batch of distribution fees.

The top luxury brands in the international market get the best resources of department stores at 0 cost.

But for China's own brand, it is difficult to get such a good location, but also to pay a high entry fee, deduction point, management fees......

The competition between Chinese brands and international brands has never been on the same starting line.

If you can make a brand in China and go all over the world, you will be invincible, because China is the most brutal market.

Zhang Zhifeng frankly said that commercial real estate and department stores had introduced the luxury brands into the market at high cost, and brought the foreign brands to today. In fact, they gave NE TIGER more room to think.

"Luxury goods in recent years have been too fierce in China's development. If the department stores also offer high preferential treatment like the international top brand, NE TIGER will be settled. Maybe we will open more stores and lose our way."

Giving full play to group advantages

Although many international luxury brands have experienced rapid growth in China, they are now in a situation of homogenization and low brand reputation. But Zhang Zhifeng believes that these luxury brands still have many places worth learning for Chinese enterprises. Making the brand's own advantages and not competing with international luxury brands is one of the strategies of NE TIGER.

He said: "now in China, the clothing industry is entering the era of comprehensive e-commerce. No matter for NE TIGER or the international top brand, or those fast fashion brands, they are all on the same starting line. In the face of future consumer groups, who can adapt quickly, who will be in an invincible position.

Reporters interviewed a number of industry experts, we all said that in China's luxury or fashion chain, the industry is too fragmented, and does not play a group advantage is one of the common problems.

Zhang Zhifeng is also aware of this problem. He told reporters that in the future, NE TIGER should be positioned like LVMH group to become a luxury carrier in China, not just a brand of NE TIGER, but of course the aircraft carrier developed from this brand.

At present, the best development in the field of luxury goods is the LVMH group led by Arnott. From 1987 to now, through a series of mergers and acquisitions, it now owns many categories of spirits, leather goods, watches, cosmetics, retail and so on. Up to more than 50 brands, "in the future, in France, Italy or other countries, as long as there are good brands, I will also buy and play the role of Arnott."

Zhang Zhifeng said, now I have to walk the way of Western Luxury growth myself, or else I will not, and how to lead a team. The most important thing now is to make NE TIGER a brand stronger. At present, the product line is not enough. In 2015, we will expand the product line and extend the category to bags, scarves, shoes, business gowns and so on.

Reporters found in the flagship store of NE. TIGER, Beijing's overseas Chinese fur market, the brand is gradually coming from the past fur market to the Chinese clothing market.

This pformation began in 2005. At that time, NE TIGER made more efforts to restore Chinese traditional handicrafts such as brocade, silk, paper cutting, embroidery and so on in addition to doing a lot of marketing every year.

"After 10 years of global promotion, we have only achieved initial success."

Zhang Zhifeng said that at that time, their goal was to represent China and let the western market accept the trend and elements of the East. Until the last three or four years, many leading designers in Paris, Milan, New York and London had used the elements and techniques of freehand brushwork, ink splashing, blue and white porcelain, brocade brocade and so on, and the excellent elements in the East were widely used by Westerners.

In fact, in addition to giving full play to the advantages of the group, Zhang Zhifeng believes that the Chinese clothing or fashion industry will have more voice and influence in the international arena. The 2014 APEC conference is undoubtedly the best opportunity. When leaders are dressed in luxury clothes, whether they are Chinese consumers or global consumers, they will re-examine the beauty of Chinese dress and revive traditional costumes, which will also give Chinese garment enterprises more opportunities.