Amur tigers build their own luxury goods from the fur

The Northeast tiger decided to start from fur and build China's own luxury brand.

On the evening of November 15, 2006, with the magnificent court atmosphere of the Golden Hall of the Beijing Hotel, hundreds of Chinese and foreign models dressed in custom wedding dresses and evening dresses ignited the scene. This was the launch of the senior tiger dress with the theme of "Feng". Prior to this, more people only knew that the Northeast tiger produced high-grade fur products, and the company name was once named after “fur”, and Zhang Zhifeng, chairman of Northeast Tiger Clothing Co., Ltd. believes that, like fur, the Siberian tiger’s wedding dress must be the same. Can also occupy the market with its rich ethnic characteristics.

In many cases, it is difficult for people to associate these feminine charm costumes with the prestigious “Siberian tiger”, and Zhang Zhifeng named these product brands “Siberian tiger”. Zhang Zhifeng had heard too much advice. "The name of the "Northeast Tiger" is too fierce and it is not suitable to be a female clothing brand," but he is unimpressed.

Focus on entrepreneurship

Zhang Zhifeng, born in Mudanjiang, the world’s largest northeast tiger breeding base, believes that the Northeast tiger is the king of all beasts and is truly a “rare and expensive” luxury. What Zhang Zhifeng is trying to do is to build the Siberian tiger into a Chinese luxury item. Top brand.

No one believes that Zhang Zhifeng will succeed because the luxury goods market is based on a brand with high gold content. However, Chinese products are impacting European and American markets with low prices and high quality. "MadeinChina" does not seem to be associated with high-end products. However, Zhang Zhifeng firmly believes that with the popularity of the Chinese luxury market itself, there will be an indigenous luxury brand with Chinese national characteristics.

Before concentrating on building a Chinese luxury brand, Zhang Zhifeng was already a successful businessman. Just like most of the profit-seeking businessmen, he once opened hotels, engaged in real estate, and even opened shopping malls from Mudanjiang to the former Soviet Union.

Zhang Zhifeng's wealth of business has been accumulated, but between 1997 and 2000, Zhang Zhifeng was determined to adjust and focus on operating the 'Northeast Tiger' brand. Although the adjustments paid a huge price, Zhang Zhifeng still completed the stripping of other businesses.

The motivation for Zhang Zhifeng to concentrate on the goal of Chinese luxury goods brand also stems from his first trip to the United States: Zhang Zhifeng was astonished at the huge price spreads of similar clothing products due to different brands, and he lived and worked in Europe and America for several years. Among them, he recognized the great power of "brand", and the brand value is undoubtedly a luxury.

With the understanding of European and American cultures and history, Zhang Zhifeng determined that the history and culture of Chinese luxury goods are more valuable than European and American countries. “The history of luxury goods in Europe and the United States is only 200 years, and China has at least 4,000 years.” In Zhang Zhifeng's view, European luxury goods only moved from the court to the market 200 years ago, and China’s silk and ceramic products were back as early as 4000 years ago. Before it was already the world's top luxury goods, only the court, aristocrats and wealthy people could enjoy it.

It is precisely because of this that Zhang Zhifeng even proposed the revival and emerging slogan of Chinese luxury goods. He believes that European and American luxury brands have formed strong products in leather bags, perfumes, watches, and lack of mainstream brands in fur clothing, so he decided to build China's own luxury brand from fur.

Winding road

Zhang Zhifeng frankly took too many detours. After registering the brand of Amur tiger in 1992, Zhang Zhifeng initially selected the “one-stop” construction method. It operated itself from research and development, design, manufacturing and sales, and invested large quantities in garment factories. At most, Zhang Zhifeng owned eight large garment manufacturing plants. , Thousands of employees. He even traced back to the upper reaches of the fur industry, the aquaculture industry, and acquired a Danish breeding farm, but he soon discovered that it was a mistake.

“The quality of the fur is good or bad, and the high-, medium-, and low-quality all-leather tigers have to be selected because they are produced by themselves. If they don’t have their own breeding grounds, they can choose quality from the auction houses. Good skin." said Zhang Zhifeng.

What most shocked Zhang Zhifeng was that the American Jewish company he worked with had only 6 employees except two Jewish brothers. However, they imported 60,000 furs each year and imported 200,000 ready-to-wear garments because they controlled several Well-known brands and sales channels, this "small company" is absolutely strong in the entire commercial chain.

The only part of the chain that best suits him is the greatest inspiration from this Jewish brother company to Zhang Zhifeng. Because it also provides some of the world's top brands to provide OEM services, today's Northeast Tiger still retains three processing plants, and Zhang Zhifeng expects to retain only one plant in a few years, only to do the core product, and all the rest of the OEM.

At the same time, Zhang Zhifeng vigorously strengthened the design department. "Each year there will be three months of communication with the designer." Zhang Zhifeng said. In fact, Amur tigers set up marketing and design centers in France, Italy, the United States, and Hong Kong, China. These branches are not only engaged in marketing business, but also more importantly are the formation of overseas design teams. Zhang Zhifeng himself has been the design director of Amur tiger.

In fact, it is the pursuit of design and quality for more than 20 years. Plus, in the luxury goods industry, fur is a weak link in foreign brands. This has enabled the Siberian tiger to rise rapidly in the high-grade fur field and has even been recognized by some international counterparts.