Host: Hello, netizens. Here we are. 2012 CHIC Live coverage for you. At the beginning of this visit, I would like to ask you whether you are in love or not. Do you have such a mood that you want to tell the whole world about your happiness and sweetness? This interview is about to introduce a couple dress and parent-child brand -- Tom Lily. Welcome to Mr. Tu Zhengyin, chairman of Guangzhou Zheng Li Trading Co., Ltd.

Answer: good hosts, good friends.

Host: How did you get in? clothing What kind of belief is it that makes you choose to build lovers' brand as your own direction?

Answer: say I do. clothing 大概十幾年了，當(dāng)時(shí)咱們主要是做出口單為主，現(xiàn)在隨著國際環(huán)境的變化，咱們加工業(yè)的優(yōu)勢沒有像以前那樣，像現(xiàn)在的材料展等等展，國際市場的競爭優(yōu)勢越來越減少了，現(xiàn)在國家他也提倡一些民族型的品牌，我想為什么去做親子裝，情侶裝，因?yàn)檫@個(gè)市場你不能單一的去為了某個(gè)產(chǎn)品好做，這樣不利于一個(gè)品牌的成長，我選擇了一個(gè)市場多元化的產(chǎn)品，就是別人不是很關(guān)注，但是它有非常大的潛力這樣的產(chǎn)品，我覺得這個(gè)服裝他不單單是賣它的服飾，我覺得這里面有它的內(nèi)涵很重要，比如說一對(duì)情侶他出去穿著一樣的衣服，會(huì)讓別人投來羨慕的目光，比如說你一家三口穿的都是名牌，可能不一定會(huì)有人來看，哎呀，名牌，如果你們一家三口穿著親子裝，可能你的同學(xué)一看，你看他們家很溫馨，很和諧的家庭組合，我覺得就是有文化牌去推這個(gè)產(chǎn)品，比較適合市 Demand for field development.

Compere: building a brand from scratch is actually a very difficult process. What do you think is the most critical point in building a brand successfully?

　　答：這個(gè)就比較多，因?yàn)楝F(xiàn)在做品牌的廠家，在轉(zhuǎn)型階段確實(shí)是有很多都在往這個(gè)方面轉(zhuǎn)型，但是如果說單從哪一個(gè)方面就太多了，我就舉例一個(gè)，首先就是說你產(chǎn)品差異化定位，不要盲目的做一個(gè)品牌，看到人家去賺錢，我也去賺錢，那就不是做品牌了，那是做生意，做生意就是不利于這個(gè)品牌的發(fā)展，做品牌它的團(tuán)隊(duì)很重要，它的設(shè)計(jì)方面，咱們說了什么叫做品牌，大家有很多的理解都不一樣，那么我覺得品牌首先給人家心目當(dāng)中就是我去買一件衣服，首先不是看它的衣服，而是看它的店面形象，展示給人家哎呀，我很需要，我就是想把咱們的湯姆莉莉打造成非?？蓯?，溫馨的店，比如說有一個(gè)沙發(fā)，上面放上兩個(gè)小卡通，你們走累了看看，進(jìn)到這個(gè)店里面抱抱著看看，有溫馨感，就是用文化牌打造這個(gè)品牌，就是陳列方面，后續(xù)還有服務(wù)的方面，還有產(chǎn) Product innovation should be followed up. As a brand, it is a very long process, not to say that I want to make a brand. How much money do I have to invest in it? That is not like before, when the competition was not very strong in the past, it was possible to create a so-called brand by two or three million. I do not think that two or thirty million people will let your brand know the brand, because the competition is really fierce.

Moderator: we also got the news that yesterday morning's China Textile Industry Federation circulation branch, China clothing association 2012 China clothing growth conference, we Tom Lily won the Chinese clothing growth award, congratulations to Tu.

A: Thank you. I also brought this brand for you to see. In fact, this honor is not just a sign for us. I also attended this clothing fair last year. When I saw someone else taking the prize, I made a determined decision to say that I would also get the award. Actually, at the beginning, I thought I had done it well, but in fact it was not so simple. As a brand, you have to have a platform first, then I am particularly lucky. After I entered the white horse clothing building in Guangzhou, their leadership or some marketing paid considerable attention to my brand. Of course, I paid a lot of myself. For example, a brand development needs everyone's attention. Everyone will invest in it. For example, you can see it in white horse. Maybe I am the biggest billboard in white horse, and the influence is also the biggest. The white horse clothing market in Guangzhou is also the clothing wholesale base of the whole country. We need such a good platform to be very helpful to us. Guangzhou white horse clothing building, like Chen general, said that ordinary people did not get it in three years. We were especially excellent from top to bottom. I got it a year ago, and I was lucky indeed.

Moderator: I know that our brand besides online sales, we also have online sales on the network, in this respect?

A: I saw it ten years ago. I originally made a brand, and I had made a brand ten years ago. I have had some of my own network ten years ago. I have worked with Alibaba for ten years. When I first introduced Tom Lily to the market, I promoted the promotion of the network. However, the promotion of the network got all kinds of sales and everything that I should get. But then I realized that the price was very hard to keep up with the line. So I decided to reduce the sales of the original more than 800 network distributors to more than 200. This ensures the benefits of our physical store sales, and I am also very optimistic about the future media and good sales platform.

Moderator: I know that your company not only manages the brand of lovers' clothing, but also manages the sexy underwear products. Sexy underwear is a relatively small category in the clothing industry, isn't it?

　　答：主持人確實(shí)說得很到位，因?yàn)榍槿?nèi)衣它是非常個(gè)性的產(chǎn)品，其實(shí)我98年的時(shí)候我進(jìn)入到做情趣內(nèi)衣開始的，那個(gè)時(shí)候是蠻艱難的走過了一段路程，因?yàn)閲鴥?nèi)市場沒有，首先你要推它，就是在一些宣傳引導(dǎo)方面下工夫，我就選擇了一些報(bào)紙，雜志了做了蠻長一段時(shí)間，后來因?yàn)橛惺袌龅男枨螅咳巳プ?，因?yàn)槟銢]有把產(chǎn)品展現(xiàn)出來他永遠(yuǎn)沒有人去喜歡，先從網(wǎng)絡(luò)上，報(bào)紙上，雜志上得到我這個(gè)信息以后，那個(gè)時(shí)候還沒有形成一個(gè)專業(yè)的情趣內(nèi)衣的市場，那么我們當(dāng)時(shí)選擇在廣州金翔大廈里面我們是中國第一家做情趣內(nèi)衣的，當(dāng)然我們起初做的咱們出口單是比較多，那么現(xiàn)在由于市場受影響了以后，我們除了選擇做湯姆莉莉擴(kuò)大知名度以外，我們也會(huì)下工夫怎么樣讓這種個(gè)性的東西，進(jìn)入到千家萬戶，我覺得它不單單是一件衣服，夫妻之間感情的東西，我 Those who think that will adjust the fun and sentiment, I think this is also a better way to try to develop.

Moderator: I believe the market space of sexy underwear is still very broad. At the end of the interview, I would like to ask you as a steering director and head of a clothing enterprise. Do you have your own goals and plans for the future development of your brand?

　　答：首先就是說像我能夠坐在這個(gè)演播廳里面對(duì)將來構(gòu)建我夢(mèng)想對(duì)于品牌的一個(gè)傳播吧，我是經(jīng)常跟我的朋友這樣講，我說我有過你們這個(gè)年紀(jì)，那個(gè)時(shí)候就是 為了賺錢賺錢，所謂的成功就是你發(fā)財(cái)了，賺錢了，那么我現(xiàn)在就是擁有四個(gè)公司的董事長，第一步已經(jīng)就算成功了，我已經(jīng)快接近了50歲的人，自己還有一個(gè)理想，自己還有一個(gè)夢(mèng)想，能否打造成一個(gè)家喻戶曉的品牌，這個(gè)比一般看得到的東西可能不那么容易，會(huì)投入更多，一個(gè)品牌打造出來讓更多的人了解到你的品牌，對(duì)咱們公司將來上市或者是怎么樣，也是一個(gè)好的幫助，所以我還是常常對(duì)我客戶說的那一句話，我說我今天跟你是平等的，因?yàn)槲以趧?chuàng)造我新品牌的同時(shí)，我不講過去，我要跟你講的首先是我的為人，我企業(yè)的一種文化，所以基本上就是在公司里面有一些客戶來，我都經(jīng)常去接待他們 I always joke with them, I say you are really very good, because I have hundreds of thousands of dollars, millions of dollars, I do not go to talk, there is business, I do not need to see. I first put the company culture, my life philosophy, why should I receive you, do not call me chairman of the board, or general manager, it is best to call my elder brother, uncle and teacher like others, I think it is very cordial, so that if we share a family to build a brand, I think I may have some differences with others in the market.

Moderator: OK, thank Tu Dong to come here to accept our interview, and also wish Tom Lily to develop better and better in the future.

A: OK.

Host: that's the end of our live broadcast. Thank you for your attention. Let's see you on the next live broadcast.