Levis Master Anderson

John Deson, 1 meters tall, was on the cowboy sofa prepared by his colleagues in China, and his big feet in the camera came up in the face of the. He is the incumbent of Levi's (Levis). Today, the jeans company, which has been in existence for 157 years, sells products in 110 countries.

The purpose of his trip is to launch a new brand in line with Levi's in China, priced at 299 yuan -399 yuan. Over the past decade, his predecessor has insisted on selling a pair of jeans to thousands of yuan in China's world factory, and Anderson set up a brand for the new brand, which is closer to the mainstream price of a brand of jeans in China.

　　 Starting from China

In 10 years, Anderson came to China for the thirtieth time. Compared with 10 years ago, the biggest change in the market is changing too fast.

The diligent coo, who has been president of Asia Pacific Division for 8 years, has doubled the net sales of the region. In 2009, Levi's's performance in the market was also satisfactory. The two digit growth was considered the best support for the gloomy global market. It is also because of this, the new investment plan that germinates in this market is easier to pass.

Anderson affirms that there is a new middle class group in China. They also want to wear jeans of the international brand. Hope that it is not only fit, comfortable, but also affordable, and has the ability to accept. Most of them work and live in big cities in China. Age is not a problem, but if the age limit is to be added before, Anderson said, it is probably 18-35 years old.

The old jeans company sees this as an attempt to change. Over the past 157 years, all brand products have been gradually promoted to other regions based on the United States. This change is abnormal. The origin of the new brand is set in Asia, and further, it starts from China. The current implementation plan is that a Chinese company running a new brand is located in Shanghai, and will be promoted in the form of exclusive stores in mainland China. First of all, it will be stationed in the East China region with Shanghai as its center. Once the sales are in good condition, Levi's will consider going north and south, entering the shopping mall, considering the development of e-commerce, and finally from Asia to Europe and the United States and even the whole world.

However, Anderson did not plan to lower the high-end image of the original Levi's brand. He said the changes brought about by the new brand do not mean the relocation of the company in China, but the re recognition of the market. At present, the price of a pair of Levi's jeans is still around 1000 yuan in China, while in the United States they sell for about $70. Apart from paying customs duties, brand positioning in different markets is the key to price differentials. This positioning is still firmly maintained in the promotion activities of first tier cities. Levi's's clothing can be hit 2-3 fold, but jeans are at a minimum of 50 percent off.

China is a market that must be carefully wrapped up. Anderson said, walking on the road, the change in Beijing surprised him, "if no one reminded me, I would think this is Tokyo or San Francisco".

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Levi's began to design jeans for Chinese people. Although China's fashion industry is still enthusiastic and persistent in its pursuit of Levi's, there are voices saying that the jeans worn across the sea are not suitable for the Chinese with a subtle body. The jeans of the new brand will give more consideration to the physical characteristics of Asian people in the layout design.

Another change is concentrated on the price. RMB 299-399 yuan is the mainstream price of a brand jeans in the Chinese market, which means that those jeans that are not sold in the street or in the wholesale market are not listed here. "We are the largest jeans company in the world. We have created jeans. Our products are sold in 110 countries. We can quickly catch popular elements all over the world and get new information from Levi's's sales data. All this will be reflected in the process of implementing new brands in China. I hope that Chinese consumers who are paying more attention to quality will realize that the cost performance provided by international brands is not comparable to that of local enterprises. Anderson used a series of parallelism to describe the advantages.

Anderson put his feet down and changed his posture.

　　 Big feet run fast

Anderson always remembers his first day in Levi's. "Everyone here is in leisure." In contrast, Anderson's suit is out of place. Fortunately, we all understand that this has just happened to jump from other industries to the clothing industry. Since then, he worked in jeans every day, like cowboys in the West.

The visual merchandiser, who is in charge of a Levi's store, has been the global CEO. of the company in the past 30 years. This is one of the most challenging jobs he has ever seen. Anderson hopes that both he and Levi's will win.

"I hope that when you come to Levi's shopping, you will see that we are changing every week. It is refreshing. I hope that the company can continuously create new products, and then faster products to the market, to provide consumers than expected price temptation. Now, his only concern is that the operation of the company is not as fast as he expected.

Indeed, the fast fashion mode of ZARA and H&M has made many traditional clothing companies anxious. The focus of clothing on people is no longer everlasting, but only about what they once had. People's consumption of clothes is becoming more and more impetuous. This is the biggest challenge for Levi's's centenary store. The jeans they created were first designed for the miners.

Anderson is embarking on a revolution within Levi's. He advocated that new and better designers should be promoted to launch products faster, and then many people who could bring these products to market quickly in channels, transportation, terminals and so on. However, Anderson said that they will continue to pay attention to the inspection of disinfection, hygiene and restaurants in the processing plant, which is placed on the same important position as profit. They have been insisting on urging and urging each supplier to deal with recycled wastewater properly.

Anderson also asked the reporters to tell you that jeans need not be washed every time. It is best to use cold water when washing. Do not dry with a dryer or dry. If you do not wear it, you can donate it to charity.

Reporter: how many times did you come to China?

Anderson: in the past 10 years, I have come to China every year. The Chinese market is very important. I have been very concerned about it. This is the thirtieth time.

Reporter: it is said that the brand you launched in China will be much cheaper.

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Anderson: Levis They are all high-end brands. But we find that there is a new middle class in China. They also hope to enjoy the jeans of the international big brands. They are not only comfortable and comfortable, but also affordable. The jeans of the new brand are priced at 299-399 yuan, which should be very suitable for them.

Reporter: is this Levi's's repositioning in China?

Anderson: not repositioning, nor market adjustment. The new brand, which is parallel to the Levi's brand, is launched to meet the different needs of consumers.

Reporter: 299-399 yuan, this is the mainstream price of brand jeans in Chinese market. What advantages will Levi's's new brand have in this range?

Anderson: Levi's is the largest jeans company in the world. Jeans are very professional products, and we are very capable of quickly catching popular elements and acquiring new first-hand information from brand sales. This is our greatest strength.

Reporter: China is a country that can make jeans 1 dollars. How do you sell high priced jeans here?

Anderson: everyone loves cheap stuff, but Chinese consumers are paying more and more attention to product quality and cost performance. Now many Chinese consumers are willing to spend money on big brands and high quality products. The cost performance of international brands is not comparable to that of local enterprises. Prices will not be a barrier to the promotion of cultural products.

Reporter: there are many young garment enterprises in China. Others also threaten to go to the world. How does a local company go to the world? What adjustments do they need to make in design, production and procurement?

Anderson: if you want to turn from a local company to an international company, first of all, you need to know what kind of market you want to enter, what are their values? It takes a long time, so we must be patient. Levi's has been selling products in 110 countries for 157 years.

Another important point is that you have to let the consumer know what you want to do. The sales strategy in different regions should be consistent and the principles of brand promotion should be consistent. When you are in different markets, you need to be able to observe the changes with keen attention. It took us three or four years to reach the present state after we came to China.

Reporter: China Clothing industry The homogenization of competition is more serious, unable to create something that leads fashion. Can Levi's give some suggestions?

Anderson: No, I don't have. For local enterprises, it is very difficult to avoid and break this situation. We sell clothes in 110 countries, so we know what is going on in the market and can bring the trend into China.

Reporter: according to your theory, should enterprises first go to the world, or should they first create a culture that leads the world?

Anderson: first of all, we need to know what your business is unique and what others do not have, and then know what your value orientation is. You need to create a very special company, and then see if your business is suitable for entering the foreign market, rather than designing an empty goal for entry.

Reporter: what attracted you when you entered Levi's?

Anderson: this company is unique, very concerned about the field of service, and will provide employees with very good opportunities. I started working in Australia, and later I worked in European companies, the United States, Asia and Canada. As long as you are willing to invest your heart and time, the company will give you unlimited opportunities.

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I also like to wear jeans work all day. This makes me feel very young, the industry itself is a very fast development industry, every day there are fresh things. This will keep you in a very good state.

Reporter: remember the first day of work?

　　 Anderson I remember very clearly that I was wearing a suit to work. That was the last time I wore a suit.

Reporter: what is your most impressive position in Levi's?

Anderson: the biggest challenge is the present position. With so many jobs, the responsibility of this position is the biggest. The biggest responsibility is that Levi's can exist and develop in the next 100 years.

Reporter: there is a shop on the Internet claiming to be Levi's, and the jeans are very cheap. What do you think?

Anderson: we all hope to have this brand of clothes when such a thing happens. I can only say that Levi's is not doing e-commerce in China, but we are also looking for opportunities.