Ye Xiandong: "Flower Heart" And "Specificity" In Children'S Clothing World

Zhejiang red, yellow and blue dress Limited by Share Ltd chairman Ye Xiandong

Through the financial crisis, China clothing The development of the brand has gone through a process of "ebb and flow". Enterprises with good product quality, strong market competitiveness and high social reputation have become "real gold" in this process of hardening. stay Children's wear Industry, red, yellow and blue children's clothing development is extremely rare, has experienced the baptism of crisis, red, yellow and blue from "flower heart" to "specificity", in children's clothing. market In the fierce competition, step by step, this series of successful development makes the industry lament, and I am also curious about the transformation of red, yellow and blue. Ye Xiandong, chairman of Zhejiang red, yellow and blue dress Limited by Share Ltd, talks about the transformation path of red, yellow and blue in his mind.

Reporter: in the past few years, the investment income of red, yellow and blue has been good in other areas. Why did it suddenly take heart?

Ye Xiandong: "flower heart" has been around for several years. Now it is time to start "single-minded". In fact, these years, no matter how much "flower heart" has never abandoned the brand building of children's wear. In the past few years, I decided to "concentrate" and strengthen the private brand building of clothing. Only the brand is truly owned by itself, and it can develop rapidly. After identifying this general direction, I should cut down the part with low added value according to the theory of "smile curve" and enlarge the R & D market.

Reporter: what is the process from "flower heart" to "specificity"? Where is the key to "thin body"?

Ye Xiandong: in 2010, we dissected garment production and halted export. Only leaving the proofing workshop at headquarters, and putting a large amount of capital and manpower into the design, R & D and marketing terminal construction. For real estate investment that has been well received, it will no longer intervene after 2010. The omni-directional "downsizing" of investment is devoted to "red, yellow and blue". After all, this is a very good one. market The basic brand of children's wear.

There is an old saying in our country: money is on the knife edge. In 2010, our training budget increased from several hundred thousand yuan in the past year to 1 million 500 thousand yuan. In 2011, red, yellow and blue only exceeded about 10000000 yuan in CCTV advertising. At the same time, we set up a design and R & D center in Huaihailu Road, Shanghai, to cooperate with Italy professional R & D institutions, introduce famous management consulting companies, optimize internal teams, and introduce foreign children's wear brands to high-end children's wear market. Over the past two years, red, yellow and blue have been investing in brand terminals, and have gradually achieved results in terminals.

Reporter: has the production been cut down during the past two years?

Ye Xiandong: cooperation with suppliers is much more difficult. To tell you the truth, the first year was very painful, especially when the difficulties encountered by coastal cities were encountered in the recruitment of workers. They could not keep up with the goods. The telephone was blown up by agents, but now it is finally over. Through these two years, we have stepped up the pace of development. I believe our market share will be bigger and bigger in the next 35 years. This is also based on the good market base of "red, yellow and blue".

Reporter: just now you mentioned the brand building of "red, yellow and blue". After two years of development, the brand development has been affirmed.

Ye Xiandong: To evaluate whether a brand's product can be recognized by the market, I think it still depends on its reputation in the consumer's mind. Now red, yellow and blue have two brands: RYB (red Huang Lan) and FUN&FUN (Christine Fan). Our products have won the honor of "China famous brand products", "China famous brand", "China's top ten children's wear brands" and "national inspection free products" with excellent quality.

At the same time, we have worked closely with the French and Italy fashion design authority to build a technical research and Development Center for children's clothing at the municipal level. We have developed more than 1000 new products in the year, and have more than 500 brand stores in China. It has been appraised as "the top 500 competitiveness of China's textile and garment enterprises", "top 100 enterprises in China's garment industry", "Zhejiang credit management demonstration enterprise" and "Zhejiang standard innovative enterprise". In the face of economic globalization, we have joined hands with internationally renowned brand manager, Ogilvy fashion, to create the most fashionable children's clothing brand in China and strive to make RYB a fashion stylist for Chinese children.

Reporter: in the opening year of the lunar year, what are your requirements for the next year's development?

Ye Xiandong: on the first working day after the Spring Festival, leaders and employees of red, yellow and blue departments held a pledge meeting to win in the dragon year. At present, the external development environment of China's textile industry is becoming more and more complex. We must accurately understand the competitiveness of the industry, continuously strengthen the exchange and learning with the advanced international business guidance concepts, and integrate with the international advanced design and innovation concepts, so as to make "fashion" new achievements in the new year.