Conversation, CEO of Yan Anfen, Lin Yulu: A "tailor"

On March 30th, the internationally renowned underwear brand Triumph Triumph's spring/summer 2017 new product launch conference was held in Shanghai. The conference kicked off with the world's first commercial advertisement. The press conference is over. Perhaps, the brand's managers have begun to plan for the next surprise.

In the background of the press conference on the same day, the author saw Lin Weilu, the CEO of Triumph Greater China, the man with glasses, dressed in a casual suit, full of gentleman and elegance in his smile, has himself in this industry belonging to women. Unique insights. As for the approaching of domestic brands and the enthusiasm of well-known brands, “the secrets”, he seems to have a good foothold. “There are differences in the customer groups between different brands. In addition to focusing on brand interests, we are more concerned about the quality of products. And the fit. Lin Yilu said that the Triumph brand really cares about the crafts, fabrics and production itself, and can fully withstand the competition of the market and the test of consumers.

At the same time, in the eyes of Lin Yilu, innovation is crucial. This 131-year-old professional underwear brand has not stopped being innovation. Whether it is from technological innovation in product development, design innovation, or communication innovation in marketing. The team led by Lin Yilu is consistently linking “innovation” with the brand development of Triumph.

A: Lin Anlu, CEO of Triumph Greater China

Q: Triumph's first global unified image this year, invited the supermodel Jessicahart to shoot TVC to choose China as the starting lineup. What kind of consideration is this based on? Why do you want to start in China?

A: I think the most important thing is to reflect the importance of Triumph China in the Triumph Group and the high attention to Chinese women. In the global market, China, Germany and Japan are our three most important markets, and the growth rate and share of the Chinese market are becoming more and more important in the group.

The reason why she chose supermodel JessicaHart as the global unified image is mainly because she is a woman with her own company in addition to her model identity. She is also a gentle mother, who has a variety of identities. It perfectly shows the diversity of modern women's life, especially the contemporary women in China. The multi-faceted role of her is reflected in the promotion concept of Triumph in 2017, that is, to meet the diverse underwear needs of women in different identities and different scenes in the world, and to interpret the multi-connotation of the brand to the fullest.

Q: As a senior manager of the Greater China region who has been engaged in the underwear industry for more than 10 years, your insight into the Chinese market must be very deep. What characteristics do you think the Chinese market has compared with the German and Japanese markets?

A: These three markets are very different. Compared with Japanese women, Chinese women have more independent thoughts and their own interpretations of beauty or sex. Chinese women are now more and more able to do what they want to experience and experience the life they want. Life attitude is a sexy expression.

Japan is a male-dominated society, so if you talk about the word "sexy", it is more in Japan to cater to male preferences and aesthetics, and our interpretation of "sexy" is not the same. The “sexy” advocated by Triumph is that women of different ages can confidently express their unique sex. As long as you confidently express your own attitude towards life, you are the sexiest. In the future, the Chinese market will be closer to the German market.

Q: In recent years, what are the trends in Chinese women's choice of underwear and consumption habits?

A: In the 25 years since Diane entered China, the entire Chinese society has undergone great changes. Nowadays, Chinese women are more diversified in their choice of underwear. With the enrichment of life and the accumulation of wealth, I think women in China pay more attention to their feelings than they did twenty years ago. Previously, underwear was purchased for basic needs. Now, how to choose the right products meets the needs of different roles in the society, and it is also the demand of more and more consumers. How to find a variety of different products, both to be happy and to meet different functional requirements has become a new topic.

For the future, I believe that we will be more subdivided into product categories and more diversified in design concepts.

Will also pay more attention to the preferences of young people. Because young people's spending power is getting stronger and stronger, they have different opinions on fashion and fashion. Therefore, in young brands, Triumph will also strengthen.

Q: Due to the special nature of the products, Triumph's consumers must pay great attention to the service experience of offline stores. What efforts did Triumph have made on physical store service upgrades?

A: Triumph is very convinced of "trying." I think that the attempt itself is an idea. In addition to really trying it out, it is an important concept in concept and thinking. Because we talk about women's self-confidence, sexy or not, in fact, a lot of things she has to try, only try, you only know if you really like it, whether you really want to be long-term, is really a life attitude, so Triumph is very encouraged Female consumers try to launch a series of "Brain Innovation Day", "914 will try" six live broadcasts and so on, and only if you try to know whether it meets your own needs.

In the past two years, Triumph has launched a store with the concept of “Tailoress”. The storefront is feminine and has some design concepts of design rooms or factory workshops. As a producer brand, we have spent a lot of time. Human, material, time, and money have spent the past 130 years studying the shapes of consumers around the world to meet the needs of different consumers around the world.

Now, Triumph slogan "finally find the right TA", encourage more consumers to enter the counter, use a comfortable shopping environment, advanced try-on tools, quality try-on consultants, so that every consumer is receiving professional While trying on the service, you can enjoy the entire try-on process and environment.

In terms of price, we will have more differences. I don't want Triumph to continue to increase the price like many domestic brands. This is not the concept of Triumph. We feel that different people have different needs. Therefore, we can meet the needs of different consumers for different product and category price segments.

Q: We learned from your experience that you have a strong interest in culture and calligraphy, and also as a photography artist. I would like to ask what kind of inspiration these cultural hobbies will bring to you in your daily business management. And inspired?

A: Triumph has two design teams, one in Germany and one in Hong Kong. I often personally participate in the work of the Hong Kong design team. I will give some comments and suggestions on the choice of product color, fabric and design. Fortunately, due to the Group's emphasis on the Chinese market, our opinions are often discussed and even adopted. In addition, in the design of the physical store, I sometimes give some suggestions.

Many people once asked why Lin Yulu had to join Triumph. The reason he gave at the time was: This is an innovative industry. Over the years, this artistically-originated manager has perfectly interpreted his original intention in this industry in this challenging job, and his own aesthetic pursuit of art and the long-standing "persistence" concept of this century-old brand. Incorporating into one, let this "Tailor Shop" hold the original heart of the craftsman, change the tradition, and find the most suitable "TA" for every woman.

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