Brand Story: The Lin Family's majestic "crocodile shirt"

Yan Qiguan Whether it is in Hong Kong or in major cities in the mainland, I can often see a crocodile pattern with a large mouth and a tilted tail on the right chest of the clothes worn by many people. That is Hong Kong's clothing brand "crocodile." Now Crocodile has more than 30 stores in Hong Kong, more than 900 sales outlets (including franchise stores and specialty stores) in mainland China, and annual turnover of more than 600 million Hong Kong dollars.

"Foreign brand" falls into Chinese pocket

CROCO was a trademark of a German company registered in Hong Kong at the beginning of the 20th century, meaning a crocodile. After the end of the Second World War, the trademark was ordered by the Hong Kong Government. At the beginning of the 50's, the Chinese Mr. Chen bought the trademark and started a Chinese name called "crocodile." At that time, the standard of living of the people in Hong Kong was still very low, and people pursued the concept of “new three years, the old three years, and three years of supplements”. Crocodile clothing is considered to be high-end products. Considering that the cuffs and collars of clothes are the most vulnerable to damage, in order to suit Hong Kong people and wear brand names, they also need to save money. Crocodile shirts will provide clan replacement and cuff replacement services. This novel and considerate service content is greatly welcomed by customers. Crocodile shirts also gain a firm foothold in the market in this kind of customer's trust. Until today, Hong Kong people like to go to Crocodile to buy clothing. One of the main reasons is that they have confidence in the clothing of Crocodile.

Lin's big bet

In the early 1980s, although the Crocodile shirt was already a well-known brand in Hong Kong, with the major twists and turns in the negotiations between Hong Kong and China on the return of Hong Kong, Hong Kong’s economy fell sharply and the clothing business plummeted. Many clothing brands were at this time. collapsed. The boss of the Crocodile shirt feared that the Hong Kong economy would collapse and decided to immigrate overseas. Crocodile shirts faced a life and death juncture. At this time, Mr. Lin Baixin, a well-known industrialist in Hong Kong's garment industry, saw with his unique perspective that the return of Hong Kong is a general trend. China and Britain have common interests in Hong Kong and it is impossible for them to remain in a stalemate. The differences between the two countries will surely be resolved and Hong Kong will surely renew its prosperity. Mr. Lin Baixin resolutely decided to spend huge sums to buy all the assets of the Crocodile, including the tangible assets of the plant, equipment and intangible assets of the brand. If Mr. Lin Baixin expects the negotiations between China and Britain to be successfully completed and the Sino-British Joint Declaration signed, Hong Kong’s economy will once again embark on the road to take-off. The Crocodile Shirt also ushered in her greater opportunities and began to make great strides. Mainland market. In many mainland trade fairs, the products of the crocodile shirts were sold out on the market. People all have a crocodile-shirt clothing fashion, and the streets are full of small crocodiles with big mouths and tilted tails. Image.

A tailored crocodile

Crocodile shirts are favored by consumers. In addition to quality insulation, they are also related to her diverse products and different consumer gender and age. Men's clothing first. There are CROCODILE designed for office workers. This type of clothing is of the finest choice of materials, carefully designed to cater to the trend, fine workmanship, and stylish and dynamic to wear. It is therefore a good idea for senior white-collar workers. This series of jackets, coats, trench coats, fur coats, down jackets, etc. are very popular. Young people are the largest apparel consumer groups. Crocodile shirts have launched “casual series” clothing tailored to their characteristics. These clothes are made from natural fabrics, and the colors are based on bright colors that young people like. The fancy styles are made from a variety of lattice patterns, which are both lively and relaxed. Wear during work and travel. This series of casual Pants, T-shirts, cotton underwear, socks, shirts, etc. are very popular. The most popular women's wear is NINETAOFIVE. For white-collar workers or young girls are very suitable, the main products are: professional suits, shirts, coats, leather clothing, sweaters, suits and skirts. Children and children are one of the main forces in apparel consumption. Children grow fast, clothing must be updated frequently, so it is a big market. Crocodile children's wear series is very unique. It is divided into several age groups. The baby under 3 is called "MYFIRSTCROCO". It is mainly cotton, soft and beautiful baby clothes. "CROCODIDS" is designed for teenagers under 12 years of age, including T-shirts, denim shirts, small suits, and small coats. The 13-18 year-old boy has just entered the youth period. This series of young youth wears, according to their lively and loving features, has designed a variety of light, solid and colorful clothing. Matching various types of clothing, the crocodile brand's belts, Wallets, key Bags, briefcases, tie clips, watches, pens and other products are also beautifully designed, craftsmanship, and elegant. When people buy clothes, they will always pick up some of these products, so that good things come together.

Live advertising across the street

From the above introduction, it can be seen that Crocodile has spent considerable time to study the psychology and needs of customers at all levels and the trend of the trend. Think about what customers think and vote for, and design them well, so that people have no ones, people have new ones, and people change. Therefore, we can always take the lead in fashion and lead the fashion trend. From the year of changing cuffs for customers, changing collars, to today's full range of products, all reflect the "customer-oriented" thinking. We rarely see crocodiles on television or in newspapers. The rapidly expanding variety of specialized stores, franchise stores, specialty cabinets, and the lively crocodile's image are full of lively advertisements. It is everywhere and deeply rooted.