An Interview with Deng Lifu Female Diary, Female Diary Founder, From Addition to Subtraction
Lead: leave a handful of beard, Yang Mei head, four eyes, tepid, seemingly "engage in art" or "being art" kind. This is a magazine description of the female diary founder Deng Lifu. When I personally saw him, I feel very appropriate, very vivid. Leaving a handful of beard, Yang Mei head, four eyes, tepid, seemingly "engage in art" or "being art" kind. This is a magazine description of the female diary founder Deng Lifu. When I personally saw him, I feel very appropriate, very vivid. Ten years plus to meet the market for survival Hangzhou Female Diary Clothing Co., Ltd is a professional women's clothing design, production and sales of well-known apparel companies. In 1998, the two classmates from classmates, with love and dedication to the fashion, with three sewing machines started, co-founded LADY'S DIARY this brand. When it comes to entrepreneurship, Deng Lifu seems to feel a lot of emotion. He said. Just graduated that year, he worked in a clothing company, but at that time relative to the designer, the business seems more need plate division, Dunlop always feel useless. In 1992, Dunliff decided to start his own business. With three sewing machines, he founded Hangzhou Female Diary Dress Co., Ltd. as general manager and art director. However, the company at the time was still not a company but a workshop. In order to save money, Deng Lifu one person as a multi-role, from the general manager to the designer, from the workshop director to the job cuts, and even the guard must personally battle. Hard work, the harvest is a fruitful. In 2000, Deng Lifu with impressive strength in the "China International Fashion Week" impressed by the media, shopping malls, professional institutions and other parties composed of jury, was named the annual "top ten designer brands" LADY'S DIARY has also become "China's top ten designer brands." Since then, both Deng Lifu and his LADY'S DIARY brand have gained a lot of reputation. Probably the origin of the science class, as long as the talk about fashion design, Dunlop is always very interested. He said that at that time, soon after the establishment of the enterprise, we should make every effort to survive. So when the LADY'S DIARY brand does not have its own unique personality. In the design, also can not say what creativity and design originality, are basically market-driven, what style, which style is easy to sell what to do. During that period, Hangzhou sent more women to birds, small jasper, very young woman's style presented to consumers, and the market reaction is very good. LADY'S DIARY brand is also closely follow the market, design and production of mostly ladies. In Dunlop's own words: "I do not talk about design, what to sell and what to do, much like doing additions, such as the sale of a particular piece of clothing on the market is hot, and we also produce similar clothes right away, Add some lace, where add some lace, this may be more welcomed by consumers.Sometimes the design of clothing or even do not like themselves.But no way, companies have to survive, we can only passively cater to the market, otherwise we must get rid of. Dunlop said, in fact, this is a professional designer, this is a torment. At the same time, the drawbacks of high level of assimilation are gradually exposed in the market. Around 2000, Hangzhou, a large number of women's enterprises have mushroomed. Production of a group after group of similar, can not tell together which is the brand of women's clothing. This piece of cake on the market is so big, to eat more people, and certainly have been eliminated. Dunliff had already felt the crisis, and he was tired of the boring "add-on design" of the past, he and his team did not want to sit still. They are thinking, looking for a new way ... Four years of transformation into intellectual intellectual "big woman" In 2008, the LADY'S DIARY brand, which completed the initial accumulation of capital, is like a strong young man who has completely got rid of the survival crisis and market bondage and has enough capacity to decide his own future. The Hangzhou women's market product assimilation and "more monks and more" situation intensified. Deng Lifu feel that business transformation is imperative. Business transformation, the specific implementation of the product, the product dates back to the design. Dunliff personally led the company's design team, strict design. In the design style, the whole abandon the past with the flow of ladies style, replaced by the retro college style, from the previous graceful implied "little woman" into intellectual and elegant "big woman." Dunliff said, "In the past we are doing addition, decoration, plus lace lace what, and now the reverse, we do subtraction, for example, we try to make clothing more simple, more atmosphere, can be reduced to the decoration of what Minus.We will work on the fabric and cutting.And, all of our products we insist on original, so that our products will have a unique value and core competitiveness. " Business transformation, product transformation is only part of it. In the ten years of LADY'S DIARY brand growth period, the company has established a relatively complete marketing channels and marketing network. However, after the sudden transformation of the enterprise, many franchisees can not accept it. However, in order to long-term interests and development of enterprises, LADY'S DIARY brand can only reluctantly and some partners who once worked together to "break up." Now, LADY'S DIARY brands only do single store to join and direct sales stores, the country opened more than 100 stores, the market feedback is very optimistic, a large number of aesthetic, independent, intellectual and elegant urban white-collar workers have been deeply in love with LADY'S DIARY. At present, the company is planning to set up flagship stores in Beijing, Shanghai and other places. Adhere to the original new road for preparing business electricity In the business transformation, Deng Lifu led his business hit a beautiful victory, gave consumers a satisfactory answer. When asked about the company's unique strengths and competitiveness, he said modestly, "First of all, we insist on original products, have their own unique value, and has been recognized by consumers, followed by companies that have a college-level professional Designing a team, which is the cornerstone of business growth. "In his conversation with Dunlop," insisting on originality "seemed to be the one he had stressed the most. The original adherence to the original product is the company to enhance corporate brand value of one of the two measures, the other measure is in the terminal retail links, that is, to store sales staff unified training, training content and more to develop their skills with them to enhance their The aesthetic ability and so on. He explained that enterprises should develop and grasp the "heart" of consumers is the key. For example, if a customer has bought a jacket and wants to pick a pair of pants, our sales staff will give some professional and suitable advice according to the style and style of the jacket, and the customer will feel relieved and happy to wear it. In turn, this is also conducive to the sales of our stores. In fact, this is a virtuous circle and a win-win situation. In e-commerce, Deng Lifu also talked about the enterprise's "e-commerce." He introduced that the company has begun to "touch the net" since 2011, but the main purpose of e-commerce in the current stage is still to clear inventory, but this is not a long-term plan. In the long run, the company is ready to create a new online brand. As for the related information of online special products, because of still being planned, everything has yet to be finalized. Deng Lifu only revealed a message to everyone: the online specials will definitely be younger and more stylish than the LADY'S DIARY brand personality. 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