Shanghai banner to chairman of the board of directors GeWenYao: how to make the old brand heavy shine life

Wen ‖ inspected Shanghai LiuXiaoCui reporters

Old brand of the revitalization of the first step is to carry out system innovations, this is to and reform of state-owned enterprises do together, light restructuring is not enough, it must carry on the market operation

Old brand more and more be taken seriously.

In 2010, the Shanghai household to revival "double younger sister", with the aid of old Shanghai to note the revival of fashion, will "double younger sister" to create a China's high-end cross-border fashion brand, fill in the blank of a banner to high-end market.

As the Shanghai household chairman of the board, GeWenYao (micro Po) at the brand operation, is also very clear old brand value. He said: "now China has to start doing their own brand." Old brand because "story", and is expected.

In not long ago, GeWenYao determine the tianjin seagull watch factory participation intention, in his view, the wrist wear several years of seagull tuo flywheel watch, not only go seconds precision, the price is not too expensive, future can hit to cause and Swiss watch grudge high-grade watch brand.

Why old brand will suddenly by the favour of capital? To many hard for renewal of old brand speaking, how to find a good recipe, let the past success and old brand heavy shine life? Recently Shanghai household chairman GeWenYao accepted the "Shanghai salt" interview.

Brand awareness rising

"Shanghai's mountainous" : why China is now to begin to do their own brand?

GeWenYao: here includes four factors: first, shrouded in foreign companies on the aura in a bit fade, imports will also be repeatedly to detect the problem; Second, China's manufacturing level had the very big progress, development level and marketing ability also gradually to ascend; Third, China's 80 after 234 million people, plus 70, after 90, they will be China's future decades consumption of main body, these people benefit from China's reform and opening up and economic growth of achievement, they pursue personalized consumption, the pursuit of content is worth somewhat, independent, not blindly worship foreign things and toady to foreign powers, this is our national brand development of the most important soil; Fourth, this year's world three big economies are out of the question, our country's comprehensive strength, but also help us to build national brand.

"Shanghai's mountainous" : China enterprise if want to start to do the brand, can have what short plate?

GeWenYao: we in the brand operation aspects do not enough, in communication means and terminal also do not good enough. Such as a jewelry store, store design, commodity display even light using these is very exquisite, the diamond jade in the glass closet in our dining room, the lights are playing up, appear bright is dazzing, this to consumers is very intuitive feelings, but many of our store, lights dim, adornment is old, it is difficult to let consumers have the impulse of shopping. But these are all software, although there are a gap, but can repair back.

Old brand recovery

"Shanghai's mountainous" : Shanghai recently pay attention to the development of old brand, the reason is what?

GeWenYao: development and old brand in Shanghai industrial transformation of the background, appear is of great significance. The early 1990 s, China has just started to open up to the outside world, foreign products surge, China caught the global economy industrial transfer opportunity, use labor advantages to carry out foundry trade, in addition to foundry have mushroomed of rise, high pollution of heavy industry in China began to blossom everywhere, although the Chinese economy through the rapid development of 30 years, but also left a heap of sequelae, OEM can only earn the most smile curve at the bottom of the income, two head is still in control of the foreign capital enterprise hand. Now in cheap consumer goods field, China products have been holds a large market share, foreign capital to enter more difficult. But in the field of high-end consumer goods, China national brand and big blank.

Therefore Shanghai put forward "innovation drive, the transformation development" the goal, the future Shanghai to do the world fashion metropolis, cannot only foreign brands, otherwise the fashion capital position at any time may be easy to master. Shanghai must want to have oneself a national brand, only brand cluster can bring real value. Shanghai to do old brand, will be sure to do the middle and high-end of the consumer goods. This is not only advantageous to the enterprise, the government also advantage, such as an enterprise's gross profit margin is another ten times, so it have the value added tax of pay will more than the latter out nearly 10 times. So the government should advocated the development of high-grade consumer goods brand, gross profit rate is high, the government's tax will be higher. Near section time, because the government support and advocacy, let old brand to be taken seriously, this is a good thing.

"Shanghai's mountainous" : how to achieve the above goals? Do you have any Suggestions?

GeWenYao: Shanghai to reach this goal, we must cultivate competitive Chinese national brand, must develop "two head in Shanghai" business model. "Two head in Shanghai" mode, it refers to the r&d and marketing are fall in Shanghai, and production can be on the field to enterprise development pattern.

In addition, the light speak old brand is not enough, our eyes can't just stared at the old brand, also can't just staring at Shanghai brand, to look to the country, the national good brand can go to purchase and operation, will gather them together to Shanghai. The next six to eight years, Shanghai brand to go to the front of the fashion industry, only the Chinese high-end brand gathered in Shanghai, Shanghai just may become a real world of fashion.

"Shanghai's mountainous" : a banner to the choice to recovery double younger sister this old brand, is how to consider?

GeWenYao: as early as in 2007, we will put forward with the government to do the fashion industry, from the vision of the company set out, we also hope to have a leading brand, go up, the development of luxury. And luxury is to have a story, old brand the most valuable is story. In 2008, the 110th anniversary of the Shanghai household, we formally announced to revival "double younger sister" brand. Double younger sister is a banner to old brand, was born in 1898, when in the bund beauties are enjoying high reputation in the heart.

We in the development of twin sister,

Just consider the brand positioning is spent nearly two years time, brand positioning is very important, the more the more high-end to find a location. When we seek to come to the JiangYouBai set