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Interview With Li Donglin, General Manager Of Black Peony Group

2011/3/30 11:45:00 159

CHIC2011 Black Peony Group Li Donglin

Moderator: Hello, audience friends. This is the nineteenth Fashion Fair. It's been very fast. I remember the 18 session last year. I also felt a very warm atmosphere here. Now we live in a very pparent sense of glass windows. Now we see the spectators outside, and it is very lively. Let's invite the first guest. He is Mr. Li Donglin, general manager of Heilongjiang black Mudan International Fashion Co., Ltd.

Li Donglin: Hello, everyone.

Host: would you like to introduce the Black Peony?

Black Peony

It is a group with a long history, isn't it?

Li Donglin: the black peony group has a history of 70 years, and its main business is denim fabric. Now we are one of the three largest cowboy fabric suppliers in the world. We provide fabrics for the world-famous jeans. After that, the black peony has been listed in 07 years, so the main business is divided into three parts, one is traditional business, another is urban construction, the other is investment.

Host: black peony has a history of 70 years. You are responsible for the new brand. Is there any other brand of black peony besides this Cowboy brand?

Li Donglin: black peony has been manufacturing for many years, and some businesses of foreign trade, with some changes in our causes and pressure on labor-intensive enterprises, the group made clear in the 08 years when formulating the next five year plan to lead enterprises by brand. Under this premise, three brands were planned, the first is (L) and second ERQ.

Host: you are responsible for ERQ, right? What kind of brand is it?

Li Dong Lin

ERQ is a brand specialized in jeans, and it has some innovations in mode. In short, ERQ is a professional brand of jeans.

Moderator: he is also a very young brand, but in such a very fierce market environment, what kind of competitive advantage does he rely on and become more and more powerful in this competition?

　　李东临：首先我认为做成一个事情要有三个方面的配合，第一个是配合，第二个是理念，黑牡丹集团有着非常非常丰富行业资源，面料的研发，行业的资讯等等这些行业的资源是非常丰富，作为一个品牌需要的资本也是资源的一个部分，那么使这个品牌能够立足成长的另外一个原因是团队，在这个时候讲究是团队的写作，合作，各种高素质人才的汇合，更要紧的是在市场上我们也汇集了很多来自全国各地市场区域性的这些一些强势的经销商作为我们这个团队的成员，这种理念也是比较新的，把经营上也视作我们团队的一员，当然后面就是理念，这个理念无论是集团所赋予的一些战略还是我们对于ERQ这个品牌的定位，或者是我们在模式上的一些创新，都是这个理念的体现，大概资源，团队，理念，以及我们所配套已经有的集团一些支持，使我们这个品牌有一个比

More rapid development.

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Moderator: just now, we talked about some new models of ERQ. It is also a very innovative brand. He is different from the traditional mode. Is this a simple introduction to this distinction?

Li Donglin: first of all, we must admit the first fact.

Electronic Commerce

It is already an irresistible trend. Our 60 after 70 may be only part of the online shopping. But after 80, after 90, or even about 2000 of the road, their online shopping trend is irresistible. This is a consensus. Second realistic problems as today's so many exhibitors, as a traditional clothing dealer, a clothing brand, there is an irreconcilable contradiction between them. How can this be said?

就是传统的服装经销商是非常反对品牌上直接进行电子商务，或者是授权别人进行电子商务，因为这是一个利益的分割，经常会出现一种情况某品牌消费者到了他的店铺里面去试穿，然后不买，记下款号到网上去买，因为网上的经营成本低，没有店租，没有很多杂费的开支，导致了价格定位很低，经常会出现您说的这种情况，店堂开货，网上购物，这样我们把我们的模式进行了创新，首先我们认为这是全行业里面首家做的一个企业，当然要先说明一个基础，我们在设定这个模式的基础我们是一家品牌商，这个基础先放在这儿，我们再做我们的模式，我们的模式就是做线上线下的互动模式，这个线上线下的互动我们分成了三个模块，第一个模块是推广的活动，所有的ERQ现实当中的门店组成了一个现实的网络，在这个现实的网络当中他们会对互联网的网络销售进行一个

Small ticket will appear the reality of ERQ.COM, which will be known by all people. This is the promotion of ERQ. This is a promotion on line. Our main website is called ERQ.COM. When all of our customers landed on our website, we decided to match some information. We decided that the client came from Guangzhou. When we decided that the customer came from Hangzhou, we would tell him that there were shops in Hangzhou or in Yintai, where there were ERQ shops. When the information was told to consumers, they had some cognition on the location of shopping, so this propaganda is the interaction between online and offline, the second point is the interaction of sales. In fact, the interaction of sales is the core of our module. Specifically, how do we do this interaction? Promotion, of course, is not limited to doorsteps, posters, or even

In the traditional mode, when consumers buy jeans on this website, our usual practice is to deliver goods to our customers in the total warehouse, which results in slow time. At least a day and a half will be able to arrive. The second freight costs are high, a pair of trousers is only one hundred or two hundred yuan, and the freight cost may be more than 10 yuan. The cost is very high. In the third aspect, there may be some conflicts or irreconcilable contradictions between the dealers mentioned earlier. In our mode, we will solve this contradiction, and how to solve it. We will directly distribute the goods to him according to the address of his delivery, or the nearest physical store, which will increase the efficiency.

Moderator: it is equal to distributors and your company on the Internet with you to launch this product.

Li Donglin: we think all the distributors in the country are promoting them, and there is a base for them to sell. We believe that we are brand dealers, so the third advantages of the sales interaction just now are, besides saving money and saving time, we let the difference between the value added part of the brand to the retail value added to the dealer. When the distributor sent the goods to the customer and did the service of the goods, we thought the goods were sold by the dealer. This is simple. Let's go ahead and make a settlement.

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Host: but does the company need to spend more energy?

　　李东临：我们在讨论这个模式的时候我们很多同事都表示反对，为什么，理论上说当这个货卖出去的以后如果我们自己从仓库里面发货的话，这个货零售部分的利润我们已经赚到了，如果一条裤子如果是三百块钱，消费者要为他付出三百块钱，这个三百块钱到了我们账上了，但是现在我们的模式不是这样的，我们的利润要让经销商赚取，这个模式我们很多同事是反对的，是不理解的，我们的基础就是我们是品牌商，我们就要要创造这个品牌，要有市场占有力，我们这个钱就是要让经销商赚，我们认为所有的经销商把买卖做红火了，这才是我们模式，理念上决定了这个模式，第二大点就是做销售的互动，第三块互动是在这个服务上，不可避免的消费者买了我们裤子之后，会有因为版型，因为尺码，因为自己的偏好要进行调换，要修改裤长等等这些服务，传统模式

This service is done by our headquarters. Now our improved service is also done by various stores. In fact, customers are God, and every store wants them to serve. We also indoctrate the idea of putting forward a service. Referring to the second item, when we do all these stores for our customers to do this pair of trousers, we consider this pair of trousers to be sold by him. That is to say, if these trousers are sold by us, we will also regard him as the sales. We will settle the wholesale price with him, the profit of retail price, this is the innovation of our mode, and another way of saying is that this is probably the case in three aspects.

Moderator: actually, I feel that after listening to Mr. Li, I think this brand can give a lot of benefits to the dealer. I think it is not easy to have such a long-term perspective. How long has it been implemented now? We really want to know what the effect is now.

Li Donglin: our online business is straightforward. It's not a long time to start. Today is March 28th. It's very coincidence that our ERQ.COM online is just the coincidence of March 28, 2010. Today is our birthday. We have already prepared cake for our exhibition. If the host is interested, you can also go there to share our joy.

This is the line that we started from 2011 to popularize our model online. Frankly speaking, we think our model is advanced and has its own advantages. So the signing rate of our distributors is very high. From east to west, from south to north, Zhejiang part, Anhui part, Shanghai part, Shandong part, Shanxi Province.

Host: the network is all over the country.

Li Donglin: including this time to attend the clothing exhibition is also to further expand our business, more of us also hope our dealers, or future distributors can have more opportunities for communication.

Moderator: I believe that in the long run, he will definitely give up some of his interests. That is for a very long term goal. I believe that the black peony ERQ brand will definitely have a very good prospect in the fashion model of the whole country. Due to the time relationship, this field is here. Mr. Li Donglin is very welcome to our studio.