Wang Wenzong: Oudifen Has Been Dancing For 20 Years

[Wang Wenzong: ordifen Chairman of the International Group and member of the China Committee of the Asian Fashion Federation. In 1993, he moved to Beijing and founded the ODIFEN International Group. In 1995, ODIFEN became the first participant CHIC 's underwear brand.]

In the database of ODIFEN, the earliest record of CHIC was in 1995. Wang Wenzong, the chairman of ODIFEN, talked about his first participation in the exhibition and stopped it by causing "turmoil".

"Disturbance? I won't go to the underwear show in 1995, will I?" When I heard this word on the phone, I immediately associated it with the dazzling works of Audifen Lingerie Daxiu.

"No, in 1995, the market was so conservative. The first time Audifen participated in the exhibition, its appearance was very special. How could it be exhibited? I don't like to wait for guests to come. I should take the initiative to attract people, so that the opportunities could be increased. At that time, we connected several standard booths together, forming a channel, and presented in the form of dynamic show and static show. Of course, the model didn't show underwear directly, and covered his pajamas over his bra and pants, but it still caused quite a stir. When the music sounded, all the exhibitors around came to see it. This is also the first time that real models are used to show products in the CHIC pavilion. "

Listening to this story on the phone, I could not help but think of the show effect caused by Audifen on CHIC in 1995. Later, every time he participated in the exhibition, Wang Wenzong led his team to try to create various creative new effects for CHIC. CHIC, however, was accompanied by the leaping turns of ODIFEN again and again.

In 1995, we went to CHIC to look for resources

"In 1993, when I came to Beijing from Taiwan to set up Audifen, I wanted to be a brand but couldn't adapt to it. Now it's hard to believe the lack of resources in that year. After we contacted CHIC, we tried to find partners. Not only in the market channel, but also in advertising companies, shooting agencies, planning companies, etc., so that Audifen really settled in the mainland."

Landing is another firm idea of Wang Wenzong after he came to the mainland from Taiwan to become a brand. Since we choose to develop this market, we must rely on it to provide the products most needed by the market. The original CHIC gave him the opportunity to land. "In 1995, ODIFEN only sold around Beijing. How to open the market and let more retailers know us? CHIC provided such a platform. Through my presentation, it has attracted many cooperators. In the first two exhibitions, we gained the resources of channels and promotion. " Since then, ODIFEN has shown its self direction adjustment in the face of market changes.

Go to CHIC to find franchised merchants after 2000

In the year 2000, ODIFEN has successively launched underwear outerwear, water bag bra and China Red series products. These creative designs have caused fluctuations in the underwear market and even in fashion consumption. The product has attracted attention in the mall, which leads to a fate story with the franchisee.

"Around 2000, agent joining began to rise in the clothing industry, and brand enterprises were aware of the need to face another opportunity. We also began to pay attention to joining this road, this time starting from CHIC. In 2000, Audifen participated in the exhibition again, and the direction was determined to seek joining merchants, which has lasted for a long time. It was at that exhibition that Hubei businessmen, who have cooperated closely with us so far, got acquainted. At that time, the businessman had always wanted to be an underwear agent, but he couldn't find a way. He heard that there was a CHIC in Beijing, so he took his then girlfriend's wife to visit with him. The day before the exhibition, they wanted to go shopping first to see what underwear Beijing sells. Suddenly, I saw Odiphone China Red. Later, he told me, 'I couldn't walk at that time'. Unexpectedly, the next day when they came to CHIC, they saw Audifen China Red again, so they did not hesitate to talk about joining directly. " Wang Wenzong said that sometimes it is also fate to talk about alliance cooperation, but from the perspective of the relationship between ODIFEN and Hubei merchants, it is still based on whether the brand culture and product culture can move people.

With such experience, Wang Wenzong further realized the importance of brand culture.

In 2008 and 2011, we should use culture to speak on CHIC

In 1998, Wang Wenzong began to think about how to make brands and enterprises sustainable. "Only when the culture is rooted, can the brand have a sound development." Then, ODIFEN began to explore the hard journey of culture. In 2008, the direction gradually became clear, and ODIFEN began to clearly display and promote the fashion underwear culture derived from Chinese elements at CHIC. "Around 2006, there were professional underwear exhibitions in Shanghai, Beijing and Shenzhen, which indicated that the underwear market in China began to speed up, and the momentum remained until 2008. In 2008, we began to express the cultural appeal of ODIFEN on CHIC, also because the brand has matured in channel expansion. Then the direction of our creation and transmission should be adjusted accordingly. The appearance of underwear is very special. It is not a project of getting rich overnight. It needs constant consolidation, telling and cultivation, so that the market can be gradually active and the brand can be sustainable. Culture played a key role in this process. At the same time, at this stage, most of the Chinese local fashion enterprises that have followed CHIC for nearly 20 years also started to build brand culture. CHIC itself is also guiding and catering. " Wang Wenzong is still persistent and excited when talking about brand culture construction.

It's hard to tell a complete story of the common development of ODIFEN and CHIC in a short 40 minute call, but it can still be seen from it that for Wang Wenzong and ODIFEN, their 20 years together with CHIC are also 20 years of leaping development of enterprise brands.