In 1998, China's first men's lingerie store in Guangzhou, a legendary men's underwear brand was born; 2008, LOOKSEE (Heron) ushered his 10th birthday, all over the country 500 stores, Glorified for his ten years glitz Ten years dream, colorful picturesque, ten years of business change, the rapid growth of the brand, the growing business, glory and dreams, joy and longing ...... Will be impressed in the Chinese men's lingerie industry, "Ten years gorgeous" feast in.
December 19, China's underwear fashion network reporter had the honor interviewed Mr. Li Zhiguang, president of Lukeshu International Group, to listen to Lee's entrepreneurial history and interpretation of the brand of men's underwear.
Reporter: Ten years ago, the status of China's men's underwear industry is like?
Lee: In fact, due to reform and opening up, ten years ago, men's underwear has entered the country. However, the domestic perceptions have not changed much. Most men are wearing black, gray, white and other monotonous underwear, people do not understand, men's underwear can actually be done colorful.
And for the purchase of men's underwear, or people still have a feeling: "Sorry." When I first started acting as a man's underwear agent in 1998, a lot of men walked past my shop for several times and did not dare to come in. I had to find a way to make them come and patronize the men's lingerie brand. This shows that the mentality of the time, in fact, should be a huge market need to open.
Reporter: So in such an environment, how to create a professional men's underwear brand Lu Ke?
General Manager Lee: When the brand was founded, it was really hard. We had to start step by step. Design is also our own, new product development is a big problem. I have studied design and painting, which also helped me a lot. We often work with designers to refine new products throughout the night. Start not well known, no market, we take the product to the fitness and sauna room to sell.
One thing I am very impressed with, a reporter a few months ago the media also mentioned. At that time the cause has just begun, I personally brought two bags of underwear, take the massage to the gym to promote the bag on the road broken, underwear fell out, I went to the scattered underwear to pick up pieces, passers-by look To the colorful men's underwear, I feel very curious. My impression was very deep on this incident at that time. After many years of reviewing this issue again, my heart is full of emotion. As we have done for so many years, we can all see it.
Our philosophy is: In the process of starting a business, we must not be afraid of starting from a low point. If we are willing to work hard and start from the foundation, we must be able to achieve success if we pay for the work step by step.
Reporter: What is the power of your team to unite everyone?
General Manager Lee: In that period of difficult start-up stage, until now, our magic weapon is "team spirit." I have always maintained good communication with my staff, "not 'me', but 'we' 'and always make our group culture. I will tell every newcomer who comes in, do not treat it as a job, but as a common cause. Lukeshuan encourage all "Lukeshiro people" and agents, go with us to run this business, through this cause to create and reflect their own life value, corporate value and social value.
Reporter: You experienced the success of the media from entrepreneurs to entrepreneurs, the media experience of your career What is the role?
General Manager Lee: I think the media experience has been very helpful to me. Occupational sensitivities cultivated by news practitioners are not found in other professions. During that time, I established the style of doing things and learned the ability to observe things and learn new things. This ability came into play later.
To learn from the market to find business opportunities, we must be good at using the reporter's sensitive touch, if this advantage can be reasonably extended, such as marketing ideas can quickly get started, the academic things to the operational level, through the transmission path to make everyone better, Faster access to information, these times the news dissemination experience has played a significant role.
Reporter: Lee is always focused on the male underwear industry, is that we hope to cause men's health care or hope to promote what kind of lifestyle?
Lee General: We advocate is "to establish a new attitude to life." LOOKSEE (é¹ç‚ 鸶) slogan is "CAREFORMAN caring man", to bring men the most caring care. Products covered three camps, sixteen series, more than 680 kinds of products, advocating "underwear fashion" and "different occasions to wear different underwear." Fully meet the diverse needs of life originally, to build a harmonious life of modern men.
To product line, for example, white-collar workers often sit in a chair, will sweat, then we have developed a very breathable work to work series. Because office workers often wear formalwear, trousers, then we take hip breathable design, especially for white-collar workers, sitting in the office, relaxed, natural, and more confident; there are sports series, designed for sports, Reduce friction, Leggings cloth, protect the ligaments, waist no cloth, completely elastic support with the fabric itself, suitable for fitness. and many more.
From the color, there are corresponding segments. For example, on Monday every week, it is recommended to wear red and 180 degrees of underwear. Due to the maximum pressure on work on Monday, red helps to soothe and relax the spirit. There will be corresponding colors on Tuesday and Wednesday. These have targeted professional products are popular after the introduction of consumers.
Reporter: In 2008, many companies are "winter," as a leader in the development of men's underwear, how do you think?
Mr Lee: At present, it is in the "financial crisis" period. It is the "winter" for many enterprises. Indeed, many large enterprises are spending more on defensive measures. However, "winter" will be more exposed opportunity point, to see if you grasp it. Mainly based on playing a solid, reasonable use of opportunities to improve innovation, then the so-called "winter" will become a "thriving winter."
This year is LOOKSEE (Lu Ke 鸶) "gorgeous ten years," the anniversary, we will hold 500 franchise stores, thousands of people's celebration, a strong brand promotion, but also to participate in underwear next year. In this year's economic situation, LOOKSEE sales are still substantial growth, indicating that there is a lot of men's underwear space, we hope more people come in and play together bright, colored things.
Reporter: 08 years is LOOKSEE (Lu Ke 鸶) ten-year celebration, to join the study month activities, what kind of effect will be achieved?
General Manager Lee: There are many professional men's underwear products. Month of product inspection hope more people come to the scene, there are 800 kinds of products, Lukesi style, but due to store size restrictions, can only show up to half, it is impossible to see all. Joined the study month presented to give people a completely colorful world, so that they can be more direct understanding, thereby enhancing the confidence and enthusiasm.
Reporter: LOOKSEE brand future goal is how?
General Lee: LOOKSEE is a national brand, and I hope one day it can be brought to the international community.
I remember once I went to Germany to attend the clothing show in Munich, found that China are generally OEM manufacturers, most of them are very careless. The foreign brand area, but bustling attracted many people. Chinese men's underwear is too low-end, and we have a responsibility to build a national brand, so that China's men's underwear can also go to the world.
There is a saying called "Heaven's reward," there is another sentence is "let me fly higher," I believe that through the hard work of Lukesi people, one day will fly higher, will bring our brand belt Go to the world. I hope that in a few years, we will be able to make strides to realize our dream of going out of the country and tell the world that there is also a culture of men in China. There is also such a fashion brand in China.
Attachment:
LOOKSEE International Group President Lee Chi Kwong LOOKSEE wrote the tenth anniversary of the song
Not me, but us
(Lyrics: Li Zhi Guang)
Once again abandoned in the Black Marsh Once again on the map of the mind Can not find the hands clenched Do not forget the eyes in the cold wind We saw the road together
Once again lost in the city once again fell off the wings can not fly night breathing your breath hug in the cold we see the road together
Lookandsee, fromoursheart
It is not me, but we are shaking this century together
Lookandsee, fromoursheart
It is not me, but we are moving this century together
Once again met my dream Once again you hold my hand to listen to the truth of life Your arms bend in the blue sky Golden autumn we see together the road
Lookandsee, fromoursheart
Not me, but we shake this century together
We feel a heaven and earth we open to the heart of our mutual support, whether in the wind or rain, we see the road together
Lookandsee, fromoursheart
Not me, but us to each other
LOOKSEE
Address: Tianhe District, Guangzhou Tianhe North John King Court on the 1st floor, No. 14 Phone: turn 0
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