Tu Zheng Yin: The Market Of Sexy Underwear Is Very Broad.

Host: Hello, netizens. Here we are. 2012 CHIC Live coverage for you. At the beginning of this visit, I would like to ask you whether you are in love or not. Do you have such a mood that you want to tell the whole world about your happiness and sweetness? This interview is about to introduce a couple dress and parent-child brand -- Tom Lily. Welcome to Mr. Tu Zhengyin, chairman of Guangzhou Zheng Li Trading Co., Ltd.

Answer: good hosts, good friends.

Host: How did you get in? clothing What kind of belief is it that makes you choose to build lovers' brand as your own direction?

Answer: say I do. clothing 大概十几年了，当时咱们主要是做出口单为主，现在随着国际环境的变化，咱们加工业的优势没有像以前那样，像现在的材料展等等展，国际市场的竞争优势越来越减少了，现在国家他也提倡一些民族型的品牌，我想为什么去做亲子装，情侣装，因为这个市场你不能单一的去为了某个产品好做，这样不利于一个品牌的成长，我选择了一个市场多元化的产品，就是别人不是很关注，但是它有非常大的潜力这样的产品，我觉得这个服装他不单单是卖它的服饰，我觉得这里面有它的内涵很重要，比如说一对情侣他出去穿着一样的衣服，会让别人投来羡慕的目光，比如说你一家三口穿的都是名牌，可能不一定会有人来看，哎呀，名牌，如果你们一家三口穿着亲子装，可能你的同学一看，你看他们家很温馨，很和谐的家庭组合，我觉得就是有文化牌去推这个产品，比较适合市 Demand for field development.

Compere: building a brand from scratch is actually a very difficult process. What do you think is the most critical point in building a brand successfully?

　　答：这个就比较多，因为现在做品牌的厂家，在转型阶段确实是有很多都在往这个方面转型，但是如果说单从哪一个方面就太多了，我就举例一个，首先就是说你产品差异化定位，不要盲目的做一个品牌，看到人家去赚钱，我也去赚钱，那就不是做品牌了，那是做生意，做生意就是不利于这个品牌的发展，做品牌它的团队很重要，它的设计方面，咱们说了什么叫做品牌，大家有很多的理解都不一样，那么我觉得品牌首先给人家心目当中就是我去买一件衣服，首先不是看它的衣服，而是看它的店面形象，展示给人家哎呀，我很需要，我就是想把咱们的汤姆莉莉打造成非常可爱，温馨的店，比如说有一个沙发，上面放上两个小卡通，你们走累了看看，进到这个店里面抱抱着看看，有温馨感，就是用文化牌打造这个品牌，就是陈列方面，后续还有服务的方面，还有产 Product innovation should be followed up. As a brand, it is a very long process, not to say that I want to make a brand. How much money do I have to invest in it? That is not like before, when the competition was not very strong in the past, it was possible to create a so-called brand by two or three million. I do not think that two or thirty million people will let your brand know the brand, because the competition is really fierce.

Moderator: we also got the news that yesterday morning's China Textile Industry Federation circulation branch, China clothing association 2012 China clothing growth conference, we Tom Lily won the Chinese clothing growth award, congratulations to Tu.

A: Thank you. I also brought this brand for you to see. In fact, this honor is not just a sign for us. I also attended this clothing fair last year. When I saw someone else taking the prize, I made a determined decision to say that I would also get the award. Actually, at the beginning, I thought I had done it well, but in fact it was not so simple. As a brand, you have to have a platform first, then I am particularly lucky. After I entered the white horse clothing building in Guangzhou, their leadership or some marketing paid considerable attention to my brand. Of course, I paid a lot of myself. For example, a brand development needs everyone's attention. Everyone will invest in it. For example, you can see it in white horse. Maybe I am the biggest billboard in white horse, and the influence is also the biggest. The white horse clothing market in Guangzhou is also the clothing wholesale base of the whole country. We need such a good platform to be very helpful to us. Guangzhou white horse clothing building, like Chen general, said that ordinary people did not get it in three years. We were especially excellent from top to bottom. I got it a year ago, and I was lucky indeed.

Moderator: I know that our brand besides online sales, we also have online sales on the network, in this respect?

A: I saw it ten years ago. I originally made a brand, and I had made a brand ten years ago. I have had some of my own network ten years ago. I have worked with Alibaba for ten years. When I first introduced Tom Lily to the market, I promoted the promotion of the network. However, the promotion of the network got all kinds of sales and everything that I should get. But then I realized that the price was very hard to keep up with the line. So I decided to reduce the sales of the original more than 800 network distributors to more than 200. This ensures the benefits of our physical store sales, and I am also very optimistic about the future media and good sales platform.

Moderator: I know that your company not only manages the brand of lovers' clothing, but also manages the sexy underwear products. Sexy underwear is a relatively small category in the clothing industry, isn't it?

　　答：主持人确实说得很到位，因为情趣内衣它是非常个性的产品，其实我98年的时候我进入到做情趣内衣开始的，那个时候是蛮艰难的走过了一段路程，因为国内市场没有，首先你要推它，就是在一些宣传引导方面下工夫，我就选择了一些报纸，杂志了做了蛮长一段时间，后来因为有市场的需求，要靠人去做，因为你没有把产品展现出来他永远没有人去喜欢，先从网络上，报纸上，杂志上得到我这个信息以后，那个时候还没有形成一个专业的情趣内衣的市场，那么我们当时选择在广州金翔大厦里面我们是中国第一家做情趣内衣的，当然我们起初做的咱们出口单是比较多，那么现在由于市场受影响了以后，我们除了选择做汤姆莉莉扩大知名度以外，我们也会下工夫怎么样让这种个性的东西，进入到千家万户，我觉得它不单单是一件衣服，夫妻之间感情的东西，我 Those who think that will adjust the fun and sentiment, I think this is also a better way to try to develop.

Moderator: I believe the market space of sexy underwear is still very broad. At the end of the interview, I would like to ask you as a steering director and head of a clothing enterprise. Do you have your own goals and plans for the future development of your brand?

　　答：首先就是说像我能够坐在这个演播厅里面对将来构建我梦想对于品牌的一个传播吧，我是经常跟我的朋友这样讲，我说我有过你们这个年纪，那个时候就是 为了赚钱赚钱，所谓的成功就是你发财了，赚钱了，那么我现在就是拥有四个公司的董事长，第一步已经就算成功了，我已经快接近了50岁的人，自己还有一个理想，自己还有一个梦想，能否打造成一个家喻户晓的品牌，这个比一般看得到的东西可能不那么容易，会投入更多，一个品牌打造出来让更多的人了解到你的品牌，对咱们公司将来上市或者是怎么样，也是一个好的帮助，所以我还是常常对我客户说的那一句话，我说我今天跟你是平等的，因为我在创造我新品牌的同时，我不讲过去，我要跟你讲的首先是我的为人，我企业的一种文化，所以基本上就是在公司里面有一些客户来，我都经常去接待他们 I always joke with them, I say you are really very good, because I have hundreds of thousands of dollars, millions of dollars, I do not go to talk, there is business, I do not need to see. I first put the company culture, my life philosophy, why should I receive you, do not call me chairman of the board, or general manager, it is best to call my elder brother, uncle and teacher like others, I think it is very cordial, so that if we share a family to build a brand, I think I may have some differences with others in the market.

Moderator: OK, thank Tu Dong to come here to accept our interview, and also wish Tom Lily to develop better and better in the future.

A: OK.

Host: that's the end of our live broadcast. Thank you for your attention. Let's see you on the next live broadcast.