Italian business mens satchi Chinese agent Lu Huangbin makes Sachi International famous China

Italian business men's sandchi (satchi) Chinese agent Lu Huangbin

Many people know that satchi (satchi), a large number of high-rise buildings in China, came in and out of government officials and business people who were dressed in leather. They were dressed in Sabic International men's clothing. In the minds of Chinese men, this international brand from Italy embodies a man's noble identity and dream.

Few people know Lu Huangbin, the Chinese “post-60s”. In his era, few Fudan students were able to pass the exam. Fewer graduates from famous universities rarely went to the sea, but he abandoned the officials and introduced the company to Sacchi International. China.

From the perspective of Chinese men, he interpreted the value and fashion of international big names in China.

Grasp the key to men's fashion

At No. 3268 Jindu Road, Shanghai, this is the headquarters of Saatchi International China brand operations. On the day of the reporter's interview, Lu Huangbin was confronted with the Italian designer Renato of the design director to discuss the style of the next season.

Renato is a well-known Italian designer. He said that China’s Lu’s understanding of men’s fashion has given him a lot of inspiration. “Our hearts are together and the soul can speak.”

Renardo is a pure designer. His design is unconstrained and Italian romance. His fashion design can land on the Paris fashion show, or enter the top five stores in the United States, but as the chief designer of Saatchi International, Lu Chang often pulled his thoughts back.

Lu said to him, "Sabic International Men's Wear on the Chinese market is to show the identity value of Chinese men. It is fashionable, but this fashion is moderately fashionable."

"Moderate fashion?" Looking at Renado's blue eyes, Lu Huangbin continued to explain: Chinese men are subtle, fashion is not avant-garde, and even this fashion is partial to the classic, which requires the international fashion men's wear, Sha Chi International Do a degree of fashion, in other words, "moderate fashion."

For the understanding of Chinese men, Lu Huangbin said: The man is in need of identification, this recognition comes from the social recognition, men will have a sense of value. Why do some men like to wear brand names? In fact, a man wants to achieve social recognition through an external performance. Just as he likes watches, he likes to wear brand-name men's clothing is still a need for men to reflect self-worth. Satchi men's clothing is to provide Chinese men with a sense of value in respect of their esteemed identity.

It is not so simple to interpret Chinese men's fashion. It is even harder to become a leader in Chinese men's fashion.

Lu Huangbin often tells such a story: In the Louis Vuitton Beijing flagship store, a canvas bag can be sold for nearly ten thousand yuan, but people often line up at the door to wait, the full face of the customers seem to hung with "value for money" four Words.

"Then, we must also provide our customers with such a sense of value. Satchi should have Italian romance, fashion, elegance and high quality and taste. Satchi should be the messenger of Italian and Chinese culture! This is also the brand performance of Satchi International.

When time comes, perception is important

Lu Huangbin, a man who graduated from a prestigious school, also ran through the Eight Diagrams Book of Changes. He said that my life was good and I had no luck with it.

But he also said that I believe in the Book of Changes, it is a science, but it is not superstitious.

However, all successful people are in response to the weather, looking for geographical advantages, creating people and peace. The key is whether you can grasp it or not, and truly grasp it.

In the 1980s, some international big names entered China. Under the people's fashion ideas at that time, these brands began to take root in China and thrive. In fact, everyone knows that China’s land, with a population of 1.4 billion, has an annual economic growth rate of more than 8% GDP, which has basically attracted all luxury or cheap, or fast or slow international brands in the world. Gold from foreign brands "holy land."

"Foreign brands have innate genetic advantages, and Chinese people are favored by foreign brands. There is a huge opportunity for acting and operating a foreign brand in the Chinese market."

However, this opportunity came to Lu Huangbin only 10 years later.

In 2004, when a brand from Italy, satchi, was placed on his desk, he felt that this opportunity came. This was a good time.

However, there are also certain hidden troubles in the days of ah. This is not the way the heavenly pie is eaten like a pie, and has this “day” been “out of date” after waiting for 10 years?

The situation at that time was that after more than 20 years of baptism in the market economy, people’s foreign brands were not as keen as they used to be. Consumer attitudes have become more rational. To build this brand in the Chinese market, more human and material resources are needed. , resource matching and so on, the market conditions have been different, the risk is great.

"Although China's first-generation entrepreneurs once had a brand experience with Saatchi, but with a number of first-tier international big names entering, the brand space of satchi suddenly shrank." Lu Huangbin commented on the status of Sachi International as it entered China. .

But with such an opportunity, an opportunity that is not easy, how can we see its hope?

Through the space-time tunnel, Lu Huangbin seems to have returned to college.

In 1981, Lu Huangbin entered the Fudan University in Shanghai to study computer applications. The family had no money for him to study. At that time, his only solution to the cost was working. However, it was not easy for college students to work. There was no such opportunity to make money, and no one asked for a tutor. He basically ate and lived with the migrant workers on the construction site. He had worked hard and hard.

Lu Huangbin said: “Going out to work and making money is not my only goal. What’s more important is to learn about society and contact with society through the opportunity to work and study. Because I know what I lack, so I’m very committed to doing things and I’m willing to work hard. Both the boss and the coworkers recognized me.” At the same time, he used his spare time to work while studying. After four years of college, he didn’t even want to spend a penny on home!

After graduating from university, Lu Huangbin entered the Sinopec Group, which envied a lot of people. He started from a simple operator. Because he was smart, he soon became the team leader and was soon transferred to party committee propaganda. unit. However, the work of state-owned enterprises is simple and boring. Lu Huangbin, who likes challenges and adventurous spirits, soon finds that he is not suitable for this. He began to study law and foreign trade by himself. Because of chance, he was transferred to the Economic Commission of Beijing Municipal Economic Commission and started to participate in the formation. China-US cooperation apparel company, Lu Huangbin began to contact the apparel industry for the first time since then.

It was also the experience of that time that made him profoundly aware: “Although the fashion industry has changed very fast, as long as it can catch consumer demand and popular hot spots, this industry is always a gold industry.”

On the evening of May 2004, Lu Huangbin on a business trip in Beijing was fortunate to have received information on Sachi International’s imminent entry into China. Lu Huangbin realized that it was his time in the apparel industry that satchi had arrived. When the day comes, grasp it, conform to it, and look for the place to create people. He started negotiating work immediately. A month later, he got the agency of Sachi International in China.

My life is with Sha Chi International

On June 18, 2004, Lu Huangbin became the new owner of Sachi International in China.

Saatchi International, a well-known clothing brand in Italy, influences the pattern of men's clothing in the world with its unique design and artistic temperament. After getting the brand's surrogate rights, whether it can be harnessed has become a concern for Lu Huangbin. problem.

However, he didn't know at that time that the difficulties behind were beyond his imagination. The investment conference held on August 3, 2004 at the Golden Gate Hotel in Shanghai gave Lu Huangbin a fierce passion. The over 200 people came to the scene to see the goods but no one orders! Surprising things have emerged: There is an italic slatchi in the market! And it actually comes from the authorization of a company. These things Lu Huangbin never thought about, nor would they think of. This also evolved from the battle between Satchi and italic (Satchi). However, in the past few years, this battle has not caused Lu Huangbin to fall. Now, when recalling this dispute, Lu Huangbin still has deep feelings. He said: "In the past eight years, Sachi International has not been eliminated by the market and has not been killed by competitors. On the contrary, it has grown rapidly. I want to thank all the people here, including my competitors."

"My life is with Sha Chi International." Lu Huangbin has been saying this.

Saatchi International, a brand from Florence, Italy, began to grow and grow in the hands of Lu Huangbin, and Lu Huangbin also created a new history in the field of brand licensing in the Chinese apparel industry, both Sha Chi International (Sha Chi) and Italics The simultaneous growth of Sha Chi.

Subvert the tradition and battle for the next 8 years

Every day, Lu Huangbin, who is in Pudong, drove for an hour and a half to drive to Jindu Road, Shanghai Qiengneng Garments Co., Ltd.. This is the headquarters of Sachi International China Brand Operation. Every day at 8:30, when one of the employees has not arrived, he has already arrived. Start a day's work.

Lu Huangbin said, “The crisis I can feel is that foreign brands have become increasingly weak after nearly 20 years of golden age. How do we think in peace?”

For the eight years that have passed, Sachi International can be said to have completed beautiful dances on the blade, and the second eight-year authorization is starting from 2012.

At present, Saatchi International has basically completed the layout of the channel network. The country already has more than 100 franchised stores. The sales of Sachi International brand market exceed 180 million yuan.

For the next eight years, Lu Huangbin said: "The first step in the development of a company is to gain a firm foothold, and the second step is to grow and develop. While Sachi International has completed the first step of transformation, we must make breakthroughs in the current form. It is necessary to subvert the tradition and carry out 'destructive' innovations, including changes in the operational mode of clothing, innovation in operations management, scientific management of inventory management, and supply chain optimization and reengineering channels."

It is reported that in terms of channel reengineering, Lu Huangbin believes that the future channel change must be a multi-faceted interaction between suppliers, brand merchants, channel operators, and network operators. It is a new experiential marketing model. Not any single party.

In addition, Sachi International has begun to cooperate with a number of real estate companies to carry out branding in more high-end real estate and commercial centers. Lu Huangbin said: "In the next eight years, Sachi International's stores will reach 500 in the country, with sales exceeding one billion yuan.

In order to realize this dream. Lu Huangbin, in addition to recruiting Renato from Italy, invited Yuan Lili especially this year. The 13-year-old went to live in France. While studying art at the Chinese Academy of Fine Arts at the University, he began to study fashion design at the age of 18. He has worked for BALMAIN for many years. With the cooperation of designers, Yuan Lili became the chief designer of Sha Chi International. Nowadays, with Renato, the international design team led by Lili walks in the forefront of fashion and has frequent production.

"They're really great!" Lu Huangbin said, "Our products will be heavily unveiled in the next season."

Also because of Lu Huangbin, a Chinese man's interpretation of international fashion brands, this international brand-name men's wear, Italy-based Satchi, began a new round of sailing in the Chinese market.