Chinese Knitwear Designer Deng Hao "Flower Demon", "Fourteen"

Unique style is not afraid of being eliminated by the market.

Into the South Oil Industrial Park

The headquarters of women's clothing company first came into view with a narrow corridor. Hung dresses were hung in the corridors. The dark or red or green silhouettes made people feel the illusion of going into the classical palace.

The decorations in the conference room are also unique. The decorations of court lantern, European style oil painting and fine fireplace are like the classical and elegant clothes of her.

After listening to the original intention of our interview, Mr. Xie Ming, general manager of Deng Hao, replied with a smile that "financial crisis has no impact on us".

Xie Zong said that after sixteen years of development, "Deng Hao" now has hundreds of branches throughout the country, and the annual sales volume has been maintained at a growth rate of 20% to 30%.

In the quiet 2008, "Deng Hao" annual sales hit a new year-on-year growth of more than 40%, which has yielded fruitful results both inside and outside the industry.

Speaking of last year's performance, we had to mention another fashion show "Deng Hao" held in Beijing last year, the 2009 spring and summer fashion conference. The strong color collision and the creative clothing outline once again shocked the clothing industry.

In fact, after Deng Hao released the first fashion show "flower demon" in 2001, each of its costumes showed a great emphasis on the history of Chinese clothing.

"Original" against "storm"

In the success of the crisis, general manager Xie Ming summed up the 15 word "secret", that is

Xie Ming said that in the eyes of most people, the most important function of knitted sweater is to keep warm, which can not be linked with fashion and fashion, because the limitation of knitted fabrics is the biggest obstacle to designers.

However, "Deng Hao" has concentrated on knitting in the past sixteen years, digging deep into its connotation and creating the most simple and ordinary fabric with originality.

In order to reflect the uniqueness of knitted fabrics, Deng Hao chose two elements: "flower" and "color".

Today's "Deng Hao" fashion combines knitting and weaving together, completely breaking the restriction of seasonal fashion on knitted fashion, optimizing the performance of clothing. In terms of color application, it always adhered to the fashion motto of "both the nation and the international", showing women's sexuality with bold colors, and in the design, using various design techniques to express the creativity of flowers, always embellished the feminine beauty.

It is precisely this sixteen years of insistence that the "Deng Hao" has a large number of loyal fans.

"In the survey, we found that many of the old customers in a wardrobe were all Deng Hao's clothes, which have been bought since the establishment of the company in 1993."

Xie Ming said proudly.

Despite the current financial crisis, Xie Ming is not worried.

In his view, the willingness of consumers to buy high-end products may not be strong in the past. However, the consumption demand of these people has not disappeared, and they still need to consume personalized and unique products, so some customers who used to consume luxury goods will start to consume.

The product has unexpectedly expanded the customer base of designer brand.

Efforts will be made in three directions.

Under the current financial crisis, every enterprise is thinking about how to train the internal strength to resist the "severe cold" outside.

Xie Ming introduced that Deng Hao will strive for three directions this year.

First, enhance the internal competitiveness of enterprises.

Deng Hao will improve human resources and management.

Especially in personnel training, great efforts will be made to train college students as a company reserve team and lay a solid foundation for the development of enterprises.

At present, the average age of cadres in the middle reaches of Deng Hao is only thirties.

This includes a young female designer who has just graduated from the central Saint Martin School of art and design.

She will inject her design concept into the design of the future brand, and raise the "Deng Hao" fashion to a new level.

The two is to move towards the international market.

January 2009

In Hongkong Fashion Festival, she was deeply favored by the Middle East, Japan and Korea.

This signal has injected a great deal of strength to Deng Hao company, so this year they will strengthen market promotion and capital reserves and expand overseas markets.

Three, we should continue to dig deeper into the characteristics of knitted and woven products to further highlight the brand's characteristics and cultural connotations.

At the end of the interview, Xie Ming told reporters: "doing your job well is the greatest contribution to society."

This is something that every business should do.