Opportunity or impact? Internet Thinking in Fur Industry

Kopenhagen Fur 2015 Summit held in Beijing

In the face of surging Internet thinking, what about the traditional fur industry? Is it an opportunity or an impact?

On January 14, 2015, at the Kopenhagen Fur 2015 Summit held in Beijing, hundreds of fashionistas, industry elites, and senior experts from around the world gathered to discuss how the fur industry responded to and used Internet thinking to promote the new development of the fur industry. New ideas. Among them, the word "fan times" has become the key word for this summit and has caused heated discussions.

In today's world, Internet thinking is just the right time, and it is self-evident that the impact on the traditional handicraft industry such as fur is everywhere. However, as the saying goes, "The best use of technology is in keeping with one's heart." If used well, finding the key link between the industry and the "fans" can turn shocks into opportunities and become new opportunities for industry development.

Internet Thinking and Kopenhagen Fur

At first glance, the fur industry and Internet thinking are two things that are completely unconnected. In the past, furs were often associated with terms such as “tall,” “local,” and “luxury.” Internet thinking was always “transparent,” “sharing,” “spelling,” and “youth.” "This type of word is linked together. How do these two things do not go together?

Kenneth Loberg, Kopenhagen Fur's vice president, said: “We are very happy to discuss new ideas for the fur industry under internet thinking with our Chinese counterparts. Over the years, we have always insisted on sharing Copenhagen’s model, experience and technology in the fur industry with our Chinese counterparts. The result is that this open, transparent, shared spirit is consistent with the spirit of Internet thinking."

Kenneth Loberg, Vice President, Kopenhagen Fur

How to read this spiritual consistency? To put it simply, a lot of fur users in China often face the difficult question: When buying fur fashion or accessories, how can they be considered good fur? This involves a question of quality ratings. There is a gap in information asymmetry between fur farmers and purchasing companies, fur companies and end consumers. Since the information is not transparent or public, consumers will have spent money to buy "goods," or very good furs will not sell well.

Kopenhagen Fur, since its establishment in 1927, has established a fair, fair and open trading system through auctions. It has become a leader in the global fur industry. More than 60% of the world's fur raw materials are sold through Kopenhagen Furs. Sales. In this sense, Kopenhagen Fur reflects the fairness, fairness, and openness of the Internet from the outset.

Similarly, Kopenhagen Fur came to China and brought this spirit of fairness, fairness and openness to China. At the same time, Kopenhagen Fur has continued to use knowledge sharing as the primary principle for advancing its business in China. It works closely with the Chinese fashion, design, education, and fur industries to help Chinese peers develop high-quality fur designers and craftsmen. , And through professional training, enhance the talent and marketing capabilities of the Chinese leather fashion industry. For example, every year Danish experts are invited to go to China to conduct training on fur crafts and fashion trends, cooperating with Tsinghua University to host the Sino-American Fine Arts Institute-Kopenhagen Fur Laboratory and Tsinghua University's Senior Director of Fur and Fashion Seminar, and Haining China Leather City. The establishment of the Haining Kopenhagen Fur Academy, etc. has created a number of knowledge sharing platforms.

What does “fan economy” mean for the fur industry?

At the summit forum, Kopenhagen Fur and Fashion Group signed an agreement with their strategic partners and released the first fur brand loyalty survey report of the fashion industry. At the same time, the famous fashion investor Zhang Yang is carrying out the theme of “The Small World of Exquisiteness”. "The speech.

Fashion investor Mr. Zhang Yangzheng

In terms of publicity, fur and other traditional industries are also experiencing the impact of Internet thinking. However, this also implies an opportunity. Under the Internet's thinking, fashion has become a common demand, and the small and beautiful ecosystem has become the focus of marketing. Brands began to directly talk to consumers, showing a trend of “de-agentization”. Brands gradually changed from “finding users” to “finding fans”.

In other words, fur consumers are becoming “fans” who are truly knowledgeable, caring for quality and branding, from “do not buy right, only buy expensive” and spend big money “local tyrant”. This is a huge change. Especially for northern consumers, buying a piece of fur is not new and rare. However, how to get good, suitable, value-for-money fur requires a fan-like spirit and perseverance. .

In other words, even in the “high-end” industry such as fur, it is also necessary to have an “internet” in order to better understand “fans” and understand consumers. Whoever has more and better fans will have more users.

"Ten years of grinding a sword," this year marks the 10th anniversary of Kopenhagen Fur's official entry into the Chinese market. This "peak" forum is a real "peak". It immediately hits the Internet and calls out the slogan of "the advent of fan times." Even in the traditional fur industry, Copenhagen’s move is far-reaching and one step ahead.

In the final part of the summit, the debate team of Tsinghua University, which consists of “Zero Zero”, and the “Furdle President Class” debate team from Tsinghua University also held an open and exciting debate. The topic is “The fan economy is Is the mainstream of the fur industry developing?” Maybe the debate doesn’t need to distinguish who wins or loses. There may be more than one answer. The hug of the Chinese fur industry and Internet thinking, at this moment, began to be "radical!"