ERQ Li Donglin: Pushing The New Journey Of Traditional Industries

As early as the early 80s,

Although black peony has always been dominated by traditional textile and garment business, it has made its own brand and built it.

Li Donglin may not know that his subordinates often compare him to Xiao Feng in Jin Yong's Novels: bold and generous, careless and decisive, and dare to realize his dream.

Before entering the clothing industry, Li Donglin was a real "IT man".

In 1997, he graduated from university and worked for IT in Zhongguancun, Beijing for five years. This work experience has accumulated rich experience in Internet operation and industry resources.

In January 2010, under the chance coincidence, Li Donglin was invited to join the black peony group, responsible for the formation of the brand clothing operation team and the overall operation and management of the brand.

Black peony has been keen to observe that the pformation of enterprises is a problem that Chinese foreign trade clothing enterprises must ponder. Without their own brand, there will be no market discourse right, and in the lowest processing industry chain, they do not have the ability to resist risks in many directions.

Prior to this, although many garment e-commerce platforms began to operate in a vivid way, Li Donglin believed that many "Light Companies" in the market just did e-commerce, not clothing brands. After those e-commerce companies established their sales platform, they only chose clothes as a product for sale.

In January 18, 2010, after more than a year's preparations, Black Peony's first e-commerce brand ERQ was born.

This day, Li Donglin led the ERQ brand preparatory department to convene dozens of people to start planning ERQ brand building.

At the meeting, we had a heated debate and finally reached a consensus: the time to build China's first M2C jeans brand is ripe.

What is the M2C mode? Li Donglin explains, this is ERQ's brand building and channel breakout mode for the market and its own situation.

M2C means that the manufacturer (Manufacturer) directly provides products or services produced by consumers directly to consumers (Consumer).

The advantage of this model is that it directly abandoning all middlemen, and has strict control over product quality, inventory adjustment and new product development, with the ownership of its own factories, production staff and design R & D team, and sends products directly from the workshop to the consumers.

This practice is much less risky than the e-commerce of clothing brand OEM, and is more conducive to the long-term construction of a brand.

However, at the beginning of on-line operation, Li Donglin encountered the first challenge -- lack of professional talents.

In China, although the e-commerce industry is not a new industry, it is a new topic to combine the clothing brand with e-commerce to achieve brand value.

Another challenge comes from user --ERQ, though it is a brand launched by the black peony group, but it is also out of line with the market rules.

In response to the problem of talent, ERQ is taking talent recruitment activities all over the country. On the other hand, the implementation of internal training potential staff policy is a two pronged approach.

In order to increase the consumer's trust in ERQ brand, ERQ team quickly set up various promotional activities, using sales promotion to attract the attention of consumers. At the same time, launched a series of free trial activities for consumers to let consumers feel the quality and service of ERQ. Through a period of efforts, ERQ has been recognized by many consumers, and its popularity has also risen.

ERQ's efforts did not disappoint Li Donglin.

Data show that ERQ now has a repeat purchase rate of more than 80%.

This is just a good start. The goal of ERQ is to build a famous brand of jeans in China in 2 years to achieve annual sales of 180 million. At the same time, the offline stores will cover all parts of the country and complement each other online and offline.

"No matter what the mode is, the premise is product quality and service is the foundation."

Li Donglin's attitude is firm.

"The goal of ERQ is to create a black peony clothing brand, to provide our customers with products, services and values."

Li Donglin said.

On the way to realizing his dream, he and his team are making professional, innovative and team support to ensure the achievement of goals.