Chau Yan Men was rated as China's Industry and Commerce "China Famous Brand"

April 2009, Chau Yan Men was rated as China's Industry and Commerce "China Famous Brand." With the steady rise in the market performance of Chau Yan, "Chau Yan" quickly established itself among Changshu casual wear industry clusters by virtue of its own public recognition and reputation. "Well-known" behind, can not be separated from the wisdom and rationality of the helm Zhou Zuping, he did not choose only price "People First" and extensive production as the core competitiveness of Chau Yan, but with market appeal of the "star single product" As a precursor, through the extensive expansion of its product line, it strengthened its internal strength and internal responsibility for social responsibility and created a real brand of "internally and externally". CFW = China Fashion Weekly "China Fashion Weekly" Z = Zhou Zuping Jiangsu Chau Yan Garments Co., Ltd. Chairman CFW: Changshu Men's commonality seems to be taking the price of "pro-people" line, Chau Yan is one of the typical representatives? Z: In the case of a downturn in the consumer market, the business opportunities in higher cost-effective products are large, and "consumption downwards" objectively exists. State Yan men's price positioning is reasonable, it also successfully promoted to "China Famous Brand", I think the market will not reject both economy and reputation products. CFW: It is foreseeable that the acquisition of "China Well-known Trademark" will speed up the series operation of Chau Yan's brand. Z: Yes. Yan in the past to "windbreaker" as the main single product. With the brand operation, Chau Yan product line also tend to serialization, "urban leisure" inherent cultural heritage continues to mature. In recent years, Chau Yan pay more attention to the development of product quality rather than scale. In addition, "Chau Yan" sales network throughout the country. CFW: employ celebrity endorsers seem to be the commonplace of men in Changshu. Chau Yan image has always been bundled with Zheng Shaoqiu's elegance, how do you evaluate the role of hiring image spokesman for brand development? Z: Different stages of brand development, brand culture promotion methods are also different. The hiring of "image spokesmen" approach played an important role in the early stage of the state education. Now its historical mission may have been completed, quality and design is still the key to consumer loyalty. CFW: In addition to a mature brand has a good market performance, but also reflected in the effective internal management. Chau Yan experience in this area is? Z: Today Changshu boss focused on the topic is not "how much you make a" enterprise development to a certain extent, will focus on "staff treatment" issue. We face not only the "post-80s" consumer groups, but also the "post-80s" employees, which require that entrepreneurs have a deep sense of responsibility to the employees of the enterprises. CFW: "Separation of production and sales" seems to be the trend of many manufacturing enterprises to brand operating agencies. Chau Yan is already in the process of such a transformation? Z: Brand to survive and develop, quality is the key. From the current point of view, Chau Yan has its own manufacturing advantages, we have to make full use of it to show it. However, taking into account the future business transformation, we are also trying to achieve "separation of production and sales," which requires rigorous, scientific selection and quality control of supplier partners in the supply chain. CFW: to achieve brand operations, Chau Yan how to integrate external high-quality resources? Z: Chau Yan are focused on creating their own design competitiveness. In addition, it is also actively trying to cooperate with Changshu and Guangzhou design companies. This is a manifestation of Chau Yan's integration of external quality resources. A significant advantage of doing casual men's clothing in Changshu is that Changshu has a casual culture atmosphere. But accidentally, it is easy to fall into the pattern of homogeneity competition. Therefore, internal research and development and external integration should go hand in hand.

Posted on