NE TIGER Director Of Design Zhang Zhifeng Interview: Emerging In Revival

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< p > > a href= "http://sjfzxm.com/news/index_c.asp" > Zhang Zhifeng < /a > now only focuses on the top ten brands of luxury goods in the world, and his goal is clear: one day, the top ten in the list are NE TIGER.

In this pursuit of Chinese taste and luxury is recognized by the world, he is working hard, but will he succeed? < /p >

(P) in the face of such doubt, as the founder and chief designer of NE TIGER, he always remembers the first scene on the streets of New York in 1988: the dazzling luxury of department stores and shocking prices.

So he decided to "go out" with his products.

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"P" "initially, because no brand accumulation and operation experience, for many years has been rejected by the United States and European customers.

After attending the two international exhibition in Paris and Frankfurt, I found that my product was not bad, but the brand was not well-known, and the booth packaging was not enough.

So I fell into the thinking: to get NE TIGER to be accepted by international customers, we should have excellent product quality and global design concept.

He recalls the past with my tea fight. He is proud of his voice.

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< p > 2006, the pioneering "< a href=" http://sjfzxm.com/news/index_c.asp > the Chinese dress < /a > was born. The Chinese dress is the Chinese dress and the national costume representing the Chinese nation.

Since then, Chinese clothing has always been a representative of the image of China.

In January 2011, Chinese clothing ushered in the most striking appearance. In the Chinese national image blockbuster broadcast in Times Square in New York, Song Zuying, Zhang Ziyi, Zhang Zilin and other stars appeared in Chinese costumes and Zhang Zhifeng appeared on behalf of Chinese designers.

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< p > "we have positioned ourselves as the guardian and inheritor of Chinese traditional culture."

Zhang Zhifeng said, "NE TIGER is advocating a unique culture. It has both Oriental introvert and Western enthusiasm, and represents a specific way of life.

We advocate positive and meaningful life and never-ending civilization and progress.

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< p > he has jumped out of the designer's and businessman's level in answering more ancient and philosophical answers.

This is the thinking and exploration of a Chinese luxury breeds, and is also his expectation of Chinese people's taste and sublimation.

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< p > < strong > to the future of history < /strong > /p >

Today, Zhang Zhifeng often travels to the design rooms of five places in Tokyo, Milan, New York, Paris and London, and conveys his latest design ideas to dozens of overseas designers, including the opera elements of the peony pavilion or the visual effect of Peking Opera mask. Zhang Zhifeng, who loves history, always gives his works more Chinese culture. P

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< p > and in the circle of business circles, he also has the nickname of "learning madman".

As the first president of the Alumni Association of the Yangtze River Business School, it is hard for students to imagine that this bearded man with a very personality and a bold looking northeast man is a little tailor.

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< p > that was 1982. At the age of 18, he started a career in a clothing store in Mudanjiang. The idea is simple, that is to improve the family's economic situation.

Reform and opening up gave him the opportunity to start making clothes for Russian customers. The small tailor contracted a garment factory. In 1984, the number of employees was more than 300, making the first pot of gold.

In the late 1980s, he began to go abroad.

Eastern Europe, Western Europe, the United States and so on.

At the most time, enterprises across 16 industries (clothing industry, department stores, hotels, advertising companies, commercial real estate, etc.), the number of employees has reached 8000.

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"P >" 1997 is my turning point. Opening a tailor's shop is for the sake of breadth of family, and what to do for border trade. But that year, I was no longer restricted by economic conditions, and I became more and more clear about my life goals and self-worth, and realized that I would like to do something practical.

So I went back to my costume creation.

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The 9. 11 incident in 2001 P not only destroyed the world trade center, but also destroyed the American market that the northeast tiger had worked hard for ten years.

Zhang Zhifeng lost 40 million yuan in that year.

This made him understand the way of "not putting eggs in one basket".

As a result, the company's business model has changed to a small and beautiful boutique route. "Fur, evening dress and wedding dress are all designed around 1000, but the annual average output is only 1/4 of the previous one.

The profit is naturally high, but in this way, we have exercised our design ability.

He said.

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< p > "I study history, I like to look back."

Zhang Zhifeng said, "GUCCI was born in 1906, CHANEL is 1913, and European brands are slowly developing along with the pace of industrial civilization and globalization, and the history is not long."

Zhang Zhifeng just wants to understand that what he wants to do in the future is to tell the world that China also has its own luxury brand.

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< p > < strong > emerging in revitalization < /strong > < /p >

< p > < strong > reporter: the company's products always maintain the leading trend of China's luxury taste.

What are the key factors of innovation? < /strong > < /p >

< p > Zhang Zhifeng: the key element of product strength is that we position ourselves as the guardian and inheritor of Chinese traditional culture.

What we need to do is to belong solely to China's brand, to base itself on China, and constantly excavate Chinese traditional culture, traditional skills and cultural symbols of different times, and add some new elements to rearrange them.

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< p > NE. TIGER < a href= "http://sjfzxm.com/news/index_c.asp" > dress < /a > looks very rich oriental elements, but it has a strong international sense, which is also a good embodiment of our modernity.

We have used many traditional Chinese handicrafts, including silk, brocade, embroidery, and so on. There are hundreds of embroidery, so we have been spared no effort to promote traditional Chinese crafts, and we have seen great results.

In recent years, the world's major luxury brands are using silk, embroidery and other crafts. When they apply these technologies, I feel very honored that the global Chinese wind is prevailing, but we will not say that they copy us, because good things are worth learning from and learning, and this is also a way of human progress.

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< p > < strong > reporter: what are your unique strategies and thoughts in building a luxury brand in China? < /strong > /p >

< p > Zhang Zhifeng: I think Chinese designers must root the brand's design and connotation in the traditional culture of China for 5000 years, and realize the innovation in design, craft and service.

Mr. Tang Yijie's "anti new opening" has opened up my mind, which is applicable to the creation of Chinese luxury culture and brand.

The emergence of China's luxury brand should be built on the revival of Chinese traditional culture, and the revival of the new Chinese luxury brand will be based on the revival of Chinese traditional culture.

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Reporter: as you once said, the most important thing to do well in a luxury brand is to have a deep understanding of three problems: first, what is luxury, then what is the lifestyle of luxury, and what is the luxury class is most important. P: strong

Now, what are your answers to these three questions? < /strong > < /p >

< p > Zhang Zhifeng: many Chinese consumers worship foreign luxury goods, but they always sneer at state-owned brands. This is a misunderstanding and illusion of Chinese luxury goods.

Luxury is not only a "expensive commodity" but also "create pleasant and comfortable things".

Only when we really understand the concept of luxury goods and the culture of advocacy can we turn the process of buying and selling gold into an instant and joyful process, which is the real luxury way of luxury goods.

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< p > NE. TIGER advocates a unique culture. It has both Oriental introvert and Western enthusiasm, and represents a specific way of life.

We advocate positive and progressive meaning of life and never-ending civilization and progress.

This process from cognition to recognition to choice and acceptance is not a problem that can be solved overnight, but NE TIGER has been making persistent efforts on the way forward, and Chinese people's cognition of Chinese luxury goods is also growing.

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< p > < strong > reporter: what is your understanding of "taste" and "luxury"? < /strong > /p >

< p > Zhang Zhifeng: taste refers to the quality, interest, sentiment and accomplishment of a person.

Luxury refers to a kind of life attitude, a symbol of taste and style.

In European society, luxury is generally regarded as a way of life and a positive attitude towards life. It is through its own efforts to achieve achievements, but also to promote the society.

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