Cai Fulin: Crazy Fashion Maniac Who Is Obsessed With Fashion Brands

　　 Yueqing is famous for low voltage electrical appliances. Why do you choose to make clothes?

　　 Cai Fu Lin I am from Yueqing. As we all know, Yueqing is famous for its low voltage appliance business. In fact, at the very beginning, I was also an electrical appliance business. In 2000, my wife and I went to Hangzhou to play. I was a person who liked shopping in my bones. So the two of us went to the Longxiang clothing market in Yanan road. We visited the whole shopping mall. Wandering around, I saw a little experience. When I saw the clothing business of Apple brand in the shopping mall was particularly good, I began to think of making clothes. And I was a very decisive person. I said I would do it when I came back.

　　 Did you get a reward for your sudden whimsy?

Cai Fulin: just in this industry, regardless of experience or capital perspective, brand agency is a good choice. The first brand of my agent is the five-star Apple brand. In 2000, I rented a storefront in Renmin Road, Wenzhou, which spent 240 thousand yuan. At that time, the cost could buy a house. Sometimes you need to give yourself some courage.

But the result was very pleasant to me. The business of this shop was very hot, and clothes were stolen without any discount. With a good start, I wanted to expand an agent brand in 2003. After doing some market research, I found that the Blue Leopard brand did a good job in Shanghai, so I introduced the brand to Wenzhou and opened it to Times Square.

The result is quite different. "Blue Leopard" does not respond well to the Wenzhou market. It can even be said that it is bad. It lost millions of yuan in more than a year. This tuition let me sum up an experience. At that time, Wenzhou's western style clothing brands such as the birds of love, Xia Meng and others had a high reputation, while the "Blue Leopard" brand was not known to Wenzhou people, which was caused by the inaccurate positioning of the brand.

　　 What made you decide to create your own? Clothing brand ?

Cai Fulin: clothing agent After a long time, I found a problem: agents are like raising children for others, doing well is also others, and I want my children, so I have to make my own brand.

In 2007, I founded the "God Keen" brand, which is the first batch of local fashion men's brand in Wenzhou. The first time to make a brand is to cross the river by feeling the stones. It's hard to do it while doing it. Because it is inaccurate and unfamiliar with the brand age, location, management and so on. At the very beginning, I positioned my brand in 30~40 year old business men's clothing, resulting in the sale of clothes in the market. All of the previous investment was turned into stocks, and I felt like I could hardly keep up.

In order to save the situation, in 2009, I began to reposition the brand, younger the age of the brand, and positioned it at the age of 20~30. These efforts were recognized by the market, and they were profitable at the end of 2009. Now, if I didn't bite my teeth, there would be no "God Keen" brand now. People sometimes have to take a breath.

　　 In 2013, the whole garment industry was not very prosperous, but you made a decision that made everyone unexpected: create another brand. What do you think?

Cai Fulin: the overall economic situation in 2013 is not very ideal. Many people in the clothing business have closed the front line, hoping to consolidate the original market. But I went against it and decided to start a new brand. At that time, many people in the industry knew my thoughts and actions and said they were "crazy clothes." I do not think this title is derogatory. On the contrary, in addition to showing that I dare to challenge, everyone who knows me knows that this is my obsession and persistence in clothes.

In 2013, I reorganized the team to create the "4cm" designer trend card. The "4" of "4cm" represents the thinking space and "C" stands for mystic, which means mysterious. "M" stands for morale, the meaning of faith. This brand is hoping to depict a mysterious and fighting image of a man. Designer brand is different from traditional brand, many brands are designed for the first quarter, and our designer tide brand has new shelves every week. It only takes half a month from design, production to listing.