Wang Pei: "Dragon" swims the world

To "brand support animation, animation service brand" new business philosophy, Tai Zirong embarked on the cultural marketing of the road of differentiation. Wen/Sinorama reporter Wang Wenzheng photography/Zheng Fundamentals Prince Long founded in 1995, after 10 years of development has begun to take shape.　　Development so far, the company has a total assets of 800 million yuan, a full set of Japanese heavy machinery assembly line, more than 3,000 fixed staff, of which more than 350 senior technical management staff, annual output of 5 million pieces of clothing sets.　　Wang Pei is a creator. First, the first to do the thinking, or first products, this is the first issue of Brand revolution, and secondly, the essence of international brands is the internationalization of national culture. This is our two major theoretical contributions to the World brand.　　"Wang fire in the eyes flashing hot light, calmly calm down to talk about the" Scientific brand development concept ", the core theme thought of the first-Prince Dragon holding group. 14 years, Wang Pei still maintain the initial stage of the passion, introverted and capable, simple and pragmatic, from the day he started his business with the exuberant creativity, has not yet declined. As a witness of the ups and downs of China's apparel industry for more than 10 years, the development process of Prince Long and Wang Pei personal Growth Road is very similar, born humble and bear hard, in order to constantly create to surpass self.　　From the middle of the 90 to the "processing" as the core of the speed of competition, to the late 90, "marketing" as the core cost competition, and to this century, "brand" as the core of the design competition, and today to "culture" as the core of creative thinking competition, after years and market baptism, Tai Zirong Step by step to maturity. The clothing was still the cultural industry to do September 20, located in Hangzhou Jiangdong Industrial park, Prince Long Fashion Industrial Park successfully opening. Chairman Wang Pei The location of the industrial park, which covers an area of 152 acres and a total planning investment of 600 million yuan, is: The Garden of Creativity, the garden of Culture and the garden of Spirit. "It is based on intelligent creativity, to the fashion industry as the main axis, integrated business covers the fashion brand research and development and logistics, cultural communication, animation technology and other creative fashion industry Park, is not at the expense of environmental resources at the expense of the ' smokeless Factory ', is a brand economy and creative economical Modern park. "Prince Lung is no longer a traditional clothing brand enterprise, we do is the fashion culture industry." "Wang Pei October 14 in Hangzhou told the" Zhejiang Business "reporter, 2007, Tai Zirong began to plan the transformation of enterprises, to 2008, Qiayu swept the global financial turmoil, Prince-lung homeopathy and for, the curve overtaking," the financial crisis has helped us. " "Under the financial crisis, the traditional clothing manufacturing enterprises have been unprecedented impact." However, as "China's top ten men's brand," The Prince of the Dragon, 2008 sales rose by 28%, 2009 1-September also year-on-year growth of more than 30%. Not only that, in all the clothing sold by Prince Lung, the clothing produced by his own factory accounted for only 8%. This figure shows that Prince Long succeeded in achieving the "manufacturingIndustry "to the" creation industry "smooth transformation. In fact, as early as 2006, Wang Pei established Zhejiang Long Culture Communication Co., Ltd. This is the first Chinese apparel industry to test water animation industry companies. The company produced 100 episodes animated cartoon "Long-ancient scientist's story", to the cartoon Long image as the appeal, the ancient China more than 100 scientist's story is connected organically, in the form which the children loved to express.　　Accordingly, there are a series of Long toys and children's wear. From the marketing point of view, "Long" is actually the next generation of "Prince Lung". Like KFC and McDonald's aimed at children, Wang Pei is using the image of "Long" to nurture the next generation of consumer groups.　　It is not difficult to imagine, those who watched the Long animation grew up, adult after the Prince Dragon brand will be what kind of feedback feelings! The first mention of "business and leisure" men's concept to "brand support animation, animation service brand" new business philosophy, embarked on the cultural marketing of the road of differentiation, is Wang Fire business creative embodiment, but also his brand concept of a deep understanding.　　In fact, unlike many garment companies that started from manufacturing or trading, Wang Pei a strong sense of differentiated management and brand culture. Before Tai Zirong was founded, it was the budding stage of the brand of Chinese apparel industry. 1995, brand awareness just began to rise, Wang Pei in Zhejiang Zhuji Royal Fashion company based on the creation of Zhejiang Prince Dragon Garments Co., Ltd., began the hard operation of Prince Long brand. According to the choice of what type of brand positioning, Wang Pei After many years of observation found that in many clothing brands, men's clothes are installed in Ningbo, Wenzhou as the center, casual wear to Wenzhou, Quanzhou, Zhongshan as the center, and business Leisure has not started. Wang Pei realized: With the economic development, those who do not want to be loaded shackles, the pursuit of personalized leisure but have to meet business etiquette business people, will be business casual apparel positioning of the quasi market space. So, he decided to the Prince long brand positioning in business casual style, put forward business casual men's innovative concept.　　By 1999 years, Wang fire more clearly will product consumer group, frame for 25 years to 45 years old between the courage to lead the trend of fashion men, price should be able to make ordinary wage layer can accept, but also for those who shape "self-confidence = success" image of men to create material conditions.　　　　　When Wang Pei put forward the concept of business casual men, some of the national clothing base of the major brands to follow up quickly, the development of their own business casual apparel, but at this time Tai Zirong has been a leader in business leisure, walking in the forefront of the international trend localization. Wang Pei decided to use such a model to operate Prince Lung: The Chinese market is divided into several regions, each region to choose one to two consumption center city, with these cities as the center, radiate outward to drive the entire region of consumption, gradually in the middle of consumers to form different consumption habits.　　Occupy the markets of these central cities and then directly affect the entire consumer area and expand product coverage.　Brand internationalization by changing the standard　In the July 2008, Prince Lung replaced the logo for many years and unveiled it to the world with a new image of internationalization and fashion. At present, Prince Long about 95% of the products are still in the domestic market sales, in the international market is not a small proportion. To achieve the change of sales structure, Prince Long must rely on the internationalization of the brand to achieve the goal.　　In this way, Tai Zirong need to change a new logo, in order to win the international market recognition. Wang Pei in explaining the reason for the "change of standards" said: "This is not only a step in our national culture internationalization, but also timely adjust the brand connotation of the relevant elements, is to prevent the brand aging a means." ”