Yang Ziming: Design Is A Tacit Agreement With Business.

< p > Yang Ziming, the founder and chairman of the CABBEEN dress and art director, is known as "Mr. CABBEEN" in the circle.

He founded CABBEEN brand in Maple Street in Hongkong in 1997 and has been the art director of CABBEEN fashion. She believes in the design philosophy of "subverting fashion and creating fashion".

Today, the CABBEEN brand has become the banner of China's fashion men's wear, and the fashion show for ten years has become the focus of attention.

His work is sometimes a solemn pipelining display, sometimes a cheerful carnival, and sometimes a competitive arena.

For Mr. CABBEEN, who has strong creative power, change is not his hobby, but the need of life.

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< p > < strong > domestic clothing requires designers who understand the market < /strong > < /p >

Reporter: the domestic garment industry is beset by changes in the channel and stock pressure. It doesn't seem to be very prosperous. What do you think of the current domestic clothing design environment? What's the impact on your brand development? < /strong > /p > P strong.

< p > Yang Ziming: China's clothing industry is facing some problems at the moment.

But in the long run, this will not affect the fundamentals of the garment industry. The demand for men's clothing mainly comes from the rising of disposable income of residents and the change of consumption viewpoint, which will lead to long-term fundamental fundamentals of the industry.

As a designer brand, CABBEEN always walks in the front line of men's clothing industry trend, closely following the international and domestic trends, and can lock the customers. Therefore, according to the operation data of domestic companies, the retail channel of CABBEEN also keeps rising.

In addition, CABBEEN's business model is also different from other industries in the industry. For a long time, the company has focused on retail and end user experience.

In addition, the ERP of the company is connected with all outlets, collecting, analyzing and supervising the operation data of distributors and sales outlets in an information-based way.

Taking all these factors into consideration, I feel that the industry situation is a good opportunity for designer brand and business model.

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< p > < strong > reporter: apart from designer, you are still a brand operator.

As an operator, how do you make brand planning and product development? < /strong > < /p >

< p > > a href= "//www.sjfzxm.com/news/index_c.asp" > Yang Ziming < /a >: brand planning, CABBEEN has formulated a series of strategic strategies, the company continues to publicize the brand awareness, at the same time, through the VIP customer group to increase the consumption group, and enhance the sales share of ordinary VIP customers, but also explore and expand the new promotion mode, especially through the establishment of new media mode to promote the brand.

Strong promotion of brands also requires excellent products. The company plans to use 40% of CABBEEN's capital after listing to enhance its design and R & D capabilities.

For example, we intend to build new buildings as a design and R & D center and purchase land according to this plan; acquire shareholder assets and technical equipment for the actual R & D center and the new R & D center at present.

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< p > < strong > reporter: how to get a balance between designer's talent, unique ideas and market needs, so that they can be perfectly integrated? < /strong > /p >

< p > Yang Ziming: many people sigh the so-called contradiction between commerce and art, but I think this is not hostile.

Personally, I feel that the pursuit of individuality as a designer is not contradictory to the business pursuit of an enterprise.

This requires a good combination of business teams, business ideas and leading brand designers to find a suitable combination, and a consensus is a tacit understanding.

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< p > in my company, my first status as art director, but at the same time as chairman, I encourage my colleagues to take the initiative to learn EMBA.

As a brand of Chinese fashion designer, designer is the soul of CABBEEN brand.

But a designer's good or bad, mainly through the degree of consumer recognition, is inevitable and is the most authentic test.

Therefore, I always encourage colleagues in the marketing department to quarrel with designers.

The designer has the designer's character, the merchant has merchant's thought, must bump frequently.

Business always looks at the market, but fashion depends on the trend.

One is based on reality and one is forward-looking.

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< p > < strong > designer clothing brand breaking through market, < /strong > < /p >

Reporter: as the first brand designer to list in China, do you think domestic designer clothing has been ready to enter the capital market? Why? < /strong > /p > P strong.

< p > Yang Ziming: now the brand of Chinese fashion designers is still at the initial stage of development, and most of them are not very large, but I have always believed that there will be a better development trend in the future.

As a domestic designer brand and the first designer brand listed in Hongkong, CABBEEN hopes to promote the rapid development of the whole industry in the capital market.

Some brands are not big enough to restrict their development after entering the capital market. Otherwise, the capital market can better accomplish the projects that designers and even designer brands can not independently accomplish. This is the trend of future development.

We hope to give more encouragement and demonstration to the same type of enterprises, and hope that more Chinese fashion designer brands will enter the capital market in the future.

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Reporter: what is the biggest change since the company went public? What does the listing mean for CABBEEN? < /strong > /p > P strong.

< p > Yang Ziming: to me, < a href= "//www.sjfzxm.com/news/index_c.asp" > CABBEEN < /a > listing is just an important turning point and milestone.

But in fact, the company has not changed. CABBEEN still needs to be a real Chinese fashion designer brand.

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< p > in the days to come, the company must accept more supervision and take on more responsibilities. This requires more efforts than before, and it is possible to give better results to every shareholder and investor in the new platform.

Of course, the impact of listing on CABBEEN is still very large.

Through listing, companies can further enhance brand awareness in the market, expand brand influence and enhance company management level, thereby enhancing the company's market competitiveness and increasing market share, allowing us to continue to deepen the standardized management of enterprises.

In addition, the listing also allows CABBEEN's upstream and downstream cooperative enterprises to have more confidence in the brand and strengthen cooperation.

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< p > < strong > reporter: Why did CABBEEN choose to go on the market < a href= "//www.sjfzxm.com/news/index_c.asp" > HKEx < /a > listing? < /strong > /p >

< p > Yang Ziming: I believe many people know that last year when CABBEEN founded 15th anniversary, I photographed my entrepreneurial story into a micro film "Maple Street 33".

33 Maple Street is a very common street in Hongkong, but it has a special meaning for me. No matter how far it goes, the first step is always there.

Now that I choose to go public in Hongkong, I think this is also a return, as I believe in the micro film to the young people today: "dreams are not built in a day."

The unremitting efforts for dreams will eventually be rewarding. "

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