Leather clothing "old" snow leopard fashion new life

For many consumers after 60, the snow leopard to their meaning, like today's NIKE to new humans. In the eighties and nineties of last century, snow leopard leather clothing together with the Great Wall coat, plum blossom watch, and Pierre Cardin suit constituted the representative of the young people at that time pursuing luxury fashion. The Snow Leopard brand, founded in 1984, has been the legend of the leather garment circle for 26 years. It was once popular in the north and south of the country. It also quietly withdrew. In 2005, after the reorganization, the “old” Snow Leopard started a new round of pursuit with the leather city as a platform. Create a new life in style. We and Zhu Weixiang, general manager of Zhejiang Snow Leopard Garments Co., Ltd., talked about the dialogue between “Snow Leopard” yesterday, today and tomorrow, starting from the new design center to be built.

Using design power to promote "three sales" is the goal

Reporter: How big is the team of Snow Leopard now? I heard that this division of R&D is very detailed. What is the purpose of doing so?

Zhu Weixiang: Now we have more than 20 people in our R&D team. Mainly due to the restrictions on the area of ​​the old site, we will relocate to a new 20,000 square meter site in February of next year. By then, the Ministry of Light Development planned more than 1,000 square meters of area. Therefore, the development team will basically double in size next year. The snow leopard development team has been operating separately since 2005 and is mainly divided into menswear development and womenswear development. The men's wear department is divided into different groups for business and fashion. This is especially rare in leather clothing brands, especially those focusing on men's clothing. Today's customers are very different from the past in consumer awareness and demand. Therefore, we group designers to directly promote the customers to the same brand, the "second sale" in the same period, and can also do "three sales." To open the market, at the same time, it is also possible to better make leather fashion and diversify the design.

Reporter: What is the share of men's and women's wear at Snow Leopard? Will women's wear be so fine?

Zhu Weixiang: In the past two years, women's wear is basically between 30 and 40. 70 is men's wear. Our brand has always been dominated by men's wear. This year we are also starting to change. This year we plan to keep the proportion of women's and men's wear between 40 and 60. In the past two years, women’s fashion elements have been relatively numerous and changes have been relatively rapid. Especially after the design teams, including designers, have become more and more powerful in the past two years, women’s clothing has been upgraded more quickly. The same is true for each series, each series has a dedicated designer or management.

Reporter: Where do our designers come from? Will this be selected from the professional grand prix of the Leather Flag Cup Grand Prix held annually in Haining? Or have a fixed connection with some colleges?

Zhu Weixiang: We are mainly recruiting people in the society. For example, some designers used to design in some brands before. This is mainly through introduction. There are also some professional competitions or hospitals that are held annually in the leather city. school. Designers coming directly from colleges and universities may have more new things, and social recruitment may have more experience. Each has its own merits, so I gave them a position based on the different characteristics of each person.

Reporter: The designer's work will eventually become your product. How will the middle of the conversion process go?

Zhu Weixiang: Many works are definitely fashion elements and exaggerated elements. If we want to change, we will make some changes in our works. We will adopt some of its elements to integrate. We must affirm that we must Followed, but did not do so exaggerated. Every year, according to the international conference, our designers will modify our works. Leather clothing and clothing are a bit different. The degree of restrictions on raw materials is relatively large. These two years are fairly good. Materials have also developed relatively quickly. Ultra-thin fabrics like silk have also been used. In the past, the texture of leather was thick. However, it is very difficult to synchronize with fabrics. Or the limit is relatively large, must undergo some changes in order to make the true taste.

From one season to three quarters, technological innovation changes the channel model

Reporter: The leather goods products were only used for development in the previous quarter. Are we now considering whether to do three quarters of development? What are the new features of Spring and Autumn products?
Zhu Weixiang: Yes, now is the development of three quarters. One of the spring and autumn is to start from the fabric, light and thin. In color, it is brighter and brighter. In winter, it focuses on warmth and warmer clothes.

Reporter: Like the thin leather garment, is the raw material developed upstream?

Zhu Weixiang: It was the fabric supplier that developed according to our requirements. Now the thinnest can be 0.25 mm. It also allows leather garment companies to break the seasonal limit. Enterprises want to develop and want to do more. They must go upstream. Business requirements.

Reporter: Does the change in product development also make new changes in channel sales? How is the market situation of Snow Leopard now?

Zhu Weixiang: Snow Leopard’s achievements in marketing have a historical accumulation. At the beginning, it was done as a channel trader for a period of time in the market, especially in the late 1980s and early 1990s. Cities have snow leopards. At that time, it was probably the largest and most prosperous fur garment company. However, the most problems were caused by management loopholes. The snow leopard did experience a period of depression. After re-entering the leather garment industry in 2005, it began to focus on the investment in R&D, design and brand building. It also allowed Snow Leopard to quickly roll out in the market. Snow Leopard Group's quintessence culture has been extended here in Snow Leopard clothing. Now, apart from selling in Leather City, there are nearly 200 dealers across the country, and it is estimated that this year's sales will be even greater than last year. Originally speaking, the agents were more in the middle and northeast regions. Now they are developing in the northwest and there are also some in the middle. At the same time, with the innovation of technology and the diversification of products, I began to feel the slowdown in the Northeast market and the growth rate in the central and southern regions.

In the past, we only had one order meeting a year. At present we have at least two, and sometimes three, every year. These changes will affect our channel model. In the future, we are also planning to extend the product line and seek new development opportunities. There are many people who want to take this step now. To extend the product, it is estimated that this is a new sign of development in Haining within a few years. It is also an opportunity to completely change the existing marketing model and channel model. The leather city in the use of fashion value-added to change the industry to do the work of the enterprise is a leading, snow leopard as the industry's leading enterprises, will also play a role.

It is Snow Leopard’s responsibility to lead fashion with “Leather City”

Reporter: Just mentioned that Leather City is leading the development of the industry. What is the relationship between the development of your company and the market development of Haining Leather City?

Zhu Weixiang: We think that the role of Leather City in promoting the development of Haining's enterprises is divided into several aspects. One is that since the establishment of the Leather City, our customer base has been continuously increasing. This is due to the fact that Leather City has increased Haining Leather through publicity. The influence brought many customers to Haining. Another is that everyone is together, then I just do a good job of goods, not afraid of goods than goods, especially as we do high-end brands, we better go to the market to compare, not afraid of people to compare. So, this platform will allow us to grow faster. One is to motivate us to do a good job. We can also let customers know more about us and let us better show it.

Reporter: In recent years, in order to guide the right to speak in fashion, Leather City has done a lot of activities to promote fashion, such as to Beijing or some other cities. So, does “Snow Leopard” participate in this activity in Leather City? What kind of harvest?

Zhu Weixiang: Snow Leopard is often involved. The earliest fashionable Miles Tour, the Olympics Beijing, the fashion Haining event during the Olympics, and Haining Leather went abroad to Denmark for the first time. We are all protagonists. At that time, many event organizers were Leather City, and the organizer was our Snow Leopard. There are large events in the leather city, and we are definitely involved. We have been doing it since 1984. Throughout the 26 years, Snow Leopard has gone through a lot of training. From 2005 to now, it is a brand new era. It has invested energy in fashion research and development and it is shaping the brand. , To promote the brand and increase the value of the brand's important input. Doing these things together with Leather City not only contributed to the snow leopard, but also led to and promoted the development of the entire industry.