Hua Si: Create a hundred years of fur brand, make the most true leather fur

Do you know the status of the fur industry in China, do you know where China's largest fur manufacturing company is? Is the only mink industry stock in the domestic stock market? When people asked these questions and tried to find out the answers, they discovered that these answers eventually point to Huasi Agricultural Development Co., Ltd., located in Suning County, Hebei Province.

Entering the office of President Hua Sheng, He Sucheng introduced: As the leader in the industrialization of agriculture, Huasi’s business covers a complete industrial chain of animal fur acquisition and processing, fur garment design and production, sales and trade, and becomes the largest fur mink in China. Product manufacturing enterprises, leading agricultural industrialization and high-tech enterprises. In the latest version of the company's new website, it has taken the creation of a Chinese high-end suede clothing brand as a new target. A brand development strategy called "Sailing Project" is about to start.

Distinguished guests: He Sucheng, president of China Huasi Agricultural Development Co., Ltd. Reporter: In 2008, Hua Si proposed the slogan of “Creating the World Mink Aircraft Carrier” and successfully listed it. In 2011, the company launched the “Sailing Project”. How do you measure this opportunity? of?

He Sucheng: From the perspective of Hua Sisi, the company initially started selling hides and skins, followed by clothing, and clothing was the second venture for enterprises.

Nowadays, from the quantity of fur production, Huas is already one of the largest companies in the fur garment industry in the world. After the listing, we have a **platform that enables Huas to have both upstream resources and the world level. conditions of. We now propose to build the Huas brand, in the hope that not only will the brand be bigger, but also the management quality of the company will be improved, and the company will use this to achieve an overall improvement.

Reporter: In your opinion, what is the most needed work for Huas transformation to become a domestic brand?

He Sucheng: What we are currently doing is to improve the influence of China’s retail market in China. Many international first-line brands and domestic brands are sold at home and abroad. Many of the products are processed by Huashi. If consumers want to buy 30,000 yuan in fur clothing, they definitely want to buy good products. There are breakthroughs in this area. We must let more people know about China and expand its influence.

Reporter: Hua Si has always been relatively low-key. During the one-year period of the sailing project, where will Hua Si plan?

He Sucheng: The Sailing Project is just the beginning. We must do a good job of the foundation. The first step is to enhance the image of the entire company. Such as the improvement of personnel quality, CI design and so on. On the other hand, to create the Huas brand, one is from the perspective of the company, and the other is from the retail point of view. The ultimate goal is to make the Huas company an international company, making the Huas brand a household name, and at the very least it is a household name in the Chinese market.

Reporter: What is the next step in market expansion for Walters? Because before this, the company once mentioned the goal of opening 3 to 5 stores each year. Is this not too slow for a company that wants to become a brand?

He Sucheng: Suede is not the same as fashion. Suede clothing is about the sales of each store. The annual output of a fashion store may be about 2 million or 5 million yuan. How much profit can a fur clothing store produce? About 20 million or 50 million yuan.

The fur and fashion models are not the same. The Furs brand stores are much larger than the fashion brand stores. Therefore, simply pursuing shop speed is not suitable for the characteristics of suede clothing. One of the characteristics of suede is to keep warm, high-end consumer groups can see the high-end positioning of luxury and fashion reflected in suede. First of all, stores must be influential. For example, in first-tier cities such as Beijing and Shanghai, the choice of our stores should be considered influential in the entire city. Secondly, in second-tier cities such as Shijiazhuang, our stores must strive to influence the entire Hebei market. force. Therefore, we are more interested in the radiation effect of a shop. In addition to the direct-operated stores, Walters will select agents in the future. Our cooperation will take 4 to 5 years as the starting point. The initial investment in fur garments will be large, and the economic benefits generated in the latter period will also be substantial.

We have a stable overall layout for the domestic market, and professional people do professional things. Just as in the development of Europe and East Asia markets, Huas has a dedicated team to operate.

Reporter: Hua Si is operating in the whole industry chain. Do you think the whole industry chain model has any advantage for Hua Si as a terminal market and brand building?

He Sucheng: China's suede belongs to the initial stage of development. Although there were a lot of suede clothing stores ten years ago, the number is relatively small. In recent years, suede stores have seen a surge. Explain that China's current market has a great demand for fur clothing. However, fur garments lack national brands, and more are local brands. For example, manufacturers have their own brands and some agents do brands.

If we want to do a terminal brand, we can fully grasp the dynamics of hides and skins, prices of raw materials, ups and downs, and fashion trends. For example, we can easily determine the popular elements of furs in the next year and the next year, and when building brands, Our advantages are also obvious. The first is the advantages of the company, and the second is the advantages of personnel and capital.

Reporter: As we all know, from a global perspective, there is no fixed standard in the fur industry, and will China become the leading domestic manufacturer of fur industry standards?

He Sucheng: The production characteristics of suede have determined that there is no fixed evaluation standard in this area. There is a large subjective factor in rating, but this does not mean that suede cannot be valued.

In the fur industry, there is a fur trade association in the world, and each country has a branch, for example, China has a leather association. These institutions also regulate the production evaluation of fur. As a member unit, Huasi has always played a leading role in the fur industry. Our corporate philosophy is based on honesty. We can be responsible to consumers for every product of Huasi. This is also the guiding principle of our brand building in the future. We believe that China must have its own national brand. We insist on doing national brands in the domestic market, and promote the Huasi brand and the high-end brand Yi Jiaqi. Integrity is the most important issue in the fur industry. We insist on being a real brand.

Reporter: Do you have a lot of difficulties in doing branding for a hundred years? Was Hua Si ready?

He Sucheng: There are many setbacks for clothing brands. There are many problems in the early stage. Many friends in the fashion industry have also given many suggestions. To do a brand, you must have a lot of problems like this, depending on whether you can hold on. This time, we specially invited Aiken, a well-known company in the field of domestic brand planning, as a project planning unit. We have already done a variety of psychological and practical preparations - to build a hundred years of fur brand.