When Donnie Yen became popular, there was a man from Henan who had a lot of pears.

History always throws out some baits at regular intervals, awakens the sleepy past, guides us in organizing our outfits, and looks to the future.

On March 29th, Donnie Yen made its debut in the Beijing International Expo, and people in the commotion found that the kung fu star had actually come for a second-tier clothing brand. The memory of the blind was suddenly knocked open, dusty past broke out.

In early 2006, one was a clothing company out of a small town in Henan, and one was a Hong Kong second-tier movie star. Occasionally, the two men made a shot as a partner. In 2011, the former just stepped out of the province and the latter became a popular movie star.

People lamented: Why did Du Sen fail to advance into line with Donnie Yen?

Donnie Yen's Tosen?

In the Beijing Expo, many people believed that because of Donnie Yen's endorsement, it was only when Du Mori entered the media's field of vision that it was not.

On March 29th, in the press conference hall of Beijing International Apparel Fair, brand launches took place one after another, and at 4pm in the afternoon, the press conference held by the clothing company of Henan Duduen brought a huge flow to the entire publishing hall. The reason for this is that Yenzi Dan has contributed.

At this moment, it seems that because of the endorsements of such big-name movie stars as Donnie Yen, Du Sen was suddenly pulled into the ranks of domestic mainstream service enterprises, but it was not. It is almost 6 years since T.R.T. and Y.Zizi fell in love.

Hou Senchao, chairman of Dusen clothing, said that 6 years ago, Du Sen decided to hire a spokesperson for the clothing company in Henan. At that time, he read the information of many stars. At that time, Donnie Yen had just performed “Seven Swords” and his martial arts image left him with Hou Jianchao. Impressed, at the same time, Donnie Yen is dedicated, conscientious, and has no negative reports. More importantly, at that time, Donnie Yen was still a second-tier movie star. The price was more in line with Tatsumi's current bid.

Hou Jianchao's pressure

When referring to Donnie Yen's reputation, Hou Jianchao feels a lot of pressure. The spokesperson far exceeded himself, but he did not give up. This made him believe that he had the responsibility to catch up with the speed of the other side.

"We can sign him to be a luck. In the past few years, he has gotten fire." When referring to Donnie Yen's reputation, Hou Jianchao feels a lot of pressure. In general, the brand's spokesperson and the brand itself should match, but now the spokesperson has Far beyond his own, but the other party did not give up, which makes him believe that he has the responsibility to catch up with the speed of the other party.

At the Beijing International Garment Show, Yu Lin, deputy head of the China Garment Association, said that Hou Jianchao’s eyes were in the eye and he discovered the potential of Donnie Yen. With the signing of the contract, if it were, Du Sen would not have signed Dr. Yen.

When Hou Jianchao chose the spokesperson, he discovered that Donnie Yen had just returned from abroad and there were not many people looking for him. In addition to Jackie Chan and Jet Li, the domestic martial arts star, Yen's age and experience should be able to become the next person with room for development. "Actually, the idea of ​​employing spokespersons at the time was very simple. It was to attract investment." In fact, when Toshimori adopted a high-profile appointment of Hong Kong Star as a spokesperson, his peers said that all of them were supportive and opposed. However, Hou Jianchao believes that Zhengzhou men's trousers are not famous and it is very difficult to reach the whole country if they have Hong Kong Star. Endorsements are different.

Facts have proved that the celebrity packaging has played a role. With the poster of Donnie Yen, their initial market development has achieved a preliminary victory.

Du Sen’s hard work

Hou Jianchao believed that before the cooperation, Donnie Yen had practiced his skills for many years and it was time for an outbreak. Toshihori was different. Toson’s internal strength was still relatively weak and he needed to continue practicing.

"Du Duan did not leap forward with Yanzi Dan." The spokesperson Yanzi Dan had been smashed from the second-line to the first-line Red Star for six years, and his worth doubled. Hou Jianchao believed that before the cooperation, Donnie Yen had practiced his own strength for many years, and when it broke out, Duo Sen Not the same, when he was in contact with Donnie Yen, he just wanted to get his name out. After the results were put out, he discovered that branding was not only to let people know about themselves, but also involved a lot of inner effort. Now under the influence of Donnie Yen, he feels a lot of pressure. Such a good star can't be wasted, so they never dare to. To promote a lot, because he believes that Tatsumori's internal strength is still relatively weak.

After 6 years of exploration, Hou Jianchao lamented that a brand really does not want to do well, there are many things inside, especially men's clothing brands, not simply single-product pants, the entire series of products are very high, Just like cooking, doing a hot soup can do it well, but if you are a hotel, there is still a lot to do in addition to cooking. This is a system.

However, in the past 6 years, Du Sen has not been idle. “At the beginning, I knew very little and I was learning.” For the time he had just transformed, Hou Jianchao said that he was also a layman, such as the upper cargo range of the same series of products, the technical content of the entire product, and the tops included spring and summer. Autumn and winter, pants are basically the same regardless of autumn and winter, regardless of spring and summer and so on.

Lonely men's clothing

Unlike the loneliness of men's wear, in the year of 2005, Zhengzhou's trousers played an amazing turn in a passionate manner. Meng Shuya unveiled the China International Fashion Week, and 12 Zhengzhou pants brands collectively went to Beijing to promote. “Zhengzhou pants” The name's name hit.

At the 2010 Beijing International Garment Expo, Zhengzhou's six major apparel brands chose the same pavilion. Around Tutori, they became the sea of ​​women's pants. This is precisely the status quo of the garment industry in Henan.

At the 2010 Beijing International Garment Expo, Zhengzhou's clothing held its own group for the first time. However, the banquet that was widely watched had a very embarrassing situation. In order to create an agglomeration effect, Zhengzhou's six clothing brands chose the same pavilion. Around, became a sea of ​​pants. This is precisely the status quo of the garment industry in Henan. Women's trousers lead the country's fashion. However, only the Dusen family supports half of the country's fashion.

Looking at the female trousers, Hou Jianchao’s desire for men’s clothing can also form a synergy. "The way men's trousers walk in the future is men's clothing, but the first person will be very difficult to go." Hou Jianchao said: "In Henan men's trousers companies, there are relatively few of them, even though a few are following them. However, the distance is a bit bigger, and it will be good to wait until you can hold the group. Everyone will do it together, and the strength will be great."

Indeed, the historical characteristics of Zhengzhou's men's trousers made it difficult for the men's trousers companies to undergo transformation. Many people also saw how difficult it was for Du Sen to rise to this point. It took five or six years to come. Many people looked scared, so Do not want to do it.

In the past 6 years, due to the lack of peer support, Hou Jianchao needed to establish his own sales team. Because it was a production-oriented company and there was no sales department, it needed to be cultivated little by little, either from the previous production line or from other production lines. The company dug up people because they didn't understand management and they needed to explore and pay tuition fees, constantly adjusted their learning, and even professional managers requested several more.

Because too few menswear companies, including business models, reforms and innovations, etc., Dudu can only continue to repair themselves.

On the other side of the wall, the brothers in the women's trousers industry have become very popular. "There are even a few thousand, and each one has a good way to do it. Everyone will immediately learn. They will often communicate." This makes Hou Jianchao very envious. "If you don't walk, you will die. You may also succeed, and you may also be exhausted." For the peers, Hou Jianchao concluded. He hopes that one day, he and other menswear companies in Henan can jointly develop their ideals.

The period of 6 years has passed and Henan garment production capacity has increased by 30% year-on-year for 5 consecutive years. In 2010, the growth rate exceeded 45%, which is far higher than the national average. However, all sorts of defects still go hand in hand: The brand has low added value. High quality but can only endure low prices; poor marketing ability, the wall outside the flowering walls of incense; companies are not bad people; poor industrial chain, the annual purchase of materials for hundreds of billions of funds flowing into the provinces.

The powerful endogenous power is constrained by the bottleneck of the brand. It is precisely when seeking new breakthroughs that a new opportunity emerges. The Outline for the Construction of the Central Plains Economic Zone puts forward that it is necessary to focus on enhancing the competitiveness of five major strategic industries such as equipment manufacturing, non-ferrous metals, chemicals, food, and textile and apparel.

These private enterprises, which originated in wholesale markets and urban villages, have undergone countless brave choices. They have grown from hand-made workshops to new ones. They have innate agility and extraordinary tenacity. We can't predict what kind of wisdom they will use to evoke the exciting development story in the face of huge opportunities, the next 5 years, 6 years or even 10 years. But now, we are pleased to find that Henan clothing companies have shown rationality. .

Du Sen holds the "blue chip stocks" like Donnie Yen and carefully examines his internal strength. Hou Jianchao, chairman of the board, said that brand building is not as simple as it seems. It involves all aspects and requires companies to grind. This rationality allows us to look forward to the future of Henan's Youngor, Shanshan, Armani, and Gucci.