Sixty Years of Management--The Rich Man Thinking of Japanese Children's Wear Familiar

introduction

On November 2nd, the special reporter of the nude swimming Japan station, Tide Yajun, met with the president of the Japanese children's wear company familiari (ファミリア ファミリア) at the Osaka Entrepreneur Museum, Okazaki Toshihiko. This is a small lecture with only 30 people. In addition to Chao Yajun, most of them are entrepreneurs from the Kansai region of Japan. They have white-haired presidents and young and middle-aged entrepreneurs who are less than 40 years old. President Okazaki is the grandson of the founder, a young designer, and is currently the fourth president of familiari.

Naked swimming special correspondent: Tide Yajun from Osaka, Japan

Editor: Zhang Hao

Editor-in-Chief: Cheng Tao

Total 3135 Read 5 minutes

"Four women change Japanese children's wear." - This is the legendary story of the Japanese children's wear brand ファミリア (that is, familiar, taking the French "family" meaning) that has been in business for half a century since its establishment in 1950. After the war of devastation, the four housewives headed by Takino Sadako discovered the business opportunities hidden in their own treasures. With the unique keenness and taste of women, they created a luxury brand of children's wear that seems to be against the trend. "Save the Japanese children after the war" - In such a slogan, there is a hidden machine that captures Japanese mothers. Gorgeous gallery-style shop, imported high-grade fabrics, unique design of "self-flow" (Japanese vocabulary, indicating its own unique way of doing things), non-self-branding, not selling, holding children's clothing, selling European and American parenting laws. .. and so on shows that they are not selling children's clothing, but the magnificent dream of the upper class . This is far from the traditional children's wear concept of tiger head shoes and rabbit hats.

From Bai Fumei to entrepreneurs

Nagano Sadako, born in Kobe in 1918, formerly Sasaki, father Sasaki 88 is also an industrialist, and the founding clothing company Renown (レナウン) became a subsidiary of the Chinese textile company Shandong Ruyi Group in 2013. . As the third woman in the family, Xunzi loves her parents and has no pressure to inherit the family business. It is the standard Bai Fumei.

At the age of 22, he married the younger consul of the Yamaguchi Bank, and the eldest daughter was born. Three years later, the eldest daughter was born. Of course, Bai Fumei did not have to bring the children personally. Instead, he hired a babysitter named Dagujiu. This nanny is not a nurse in the old society, but a serious nurse who has been trained in European and American parenting. The former service targets are foreigners. Through this nanny, Xunzi has been exposed to advanced parenting concepts in his spare time, and he has also gained some interest in parenting.

Young wilderness couple

However, with the outbreak of World War II and the deterioration of the war situation, Takino Takino was sent to Indonesia by the conscription. The nephew also went to the army as a military sergeant and had a hard time. Fortunately, both husband and wife returned to Japan safely.

I thought that it would be possible to return to the upper class social life after the end of the war. The government that was overwhelmed by the insults thought that the first thing would be to smash wool, increase taxation, eliminate old coins, and block deposits. Under the three-pronged approach, the wilderness family who had been sitting for three generations was born into a proletariat. class. This scorpion is no longer Bai Fumei, and has become a frequent visitor to the pawnshop. Sitting on the mountain is not a way. She is keenly aware that the wartime system within the male and female lords has long since become a thing of the past, no matter which class of women must explore the way of survival.

The opportunity always comes at an unexpected time. In the spring of 1948, the nephew took his old high heels to a shoe store, which was the dowry for her haute couture. I didn't expect that because of the "advanced customization", the owner refused to accept the goods. "This is a shoe specially made for you. Who can wear it?" But the owner noticed a photo bag that the nephew carried with him. It was her own. manual. "This thing is pretty, can you sell it? If it is such a handmade product, I can give you a window."

If it is a normal woman, I may be overjoyed. From then on, I will make a hand-made fabric to make up my home. But Xunzi is the daughter of an industrialist after all. What she thinks is, since I want to sell something, why not make a brand myself? The pre-war Jinyi jade food and the advanced European and American parenting laws once again came to her mind. She and her classmate Tamura, who is a member of the ancestors of the ancestors of the ancestors, decided to make children's wear. Xunzi's decision-making strategy, photon is responsible for quality, Jiang Yanzi is responsible for graphic design and planning, and later joined the fourth housewife, responsible for sweaters, weaving village wells. The four housewives thus became entrepreneurs who touched the stones and crossed the river, sharing their work with each other and starting their careers from the two small window cabinets rented by the shoe store.

Four women change Japanese children's wear

Miss "Don't be", the harder it is, the more careful it is.

Although it is a small window borrowed from two grids, the scorpion that has been aiming at the brand at the beginning always puts quality first. For the general public in Japan at the time, there was no concept of "children's clothing." If the adult's clothes are small, they will be worn by the child. As for the baby, it is good to wrap the rags.

However, the scorpion has to pay attention to it, and it is necessary to popularize the rich people's attention to the public. The fabrics are made from the rare British fabrics in the market. The embroidery is from France. The wool is also the first-grade product made in the UK. It does not fade after washing. In order to ensure the shape of the clothes, each piece of cloth is first ironed with an iron to shrink it, and then enter the cutting step. The design is a British aristocratic style – a white round neck and a flowing white ribbon. Such meticulous manual work, the price must be staggering, but what is the sale of the scorpion, is it more than a children's wear?

Exquisite embroidered jackets and expensive Christmas bouquets

Christmas is near, they have a lot of bouquet decorations in the window. This kind of decoration concept aimed at Christmas business opportunities is certainly not surprising now, and in the ruined post-war ruins, the window of the scorpion is unique, sparkling and stop. In the age of shrinking food, if you pick a gift for your child in a year, it must be something that contains all kinds of good meanings and there is no trace of suffering. The children's clothing of the scorpion is such a thing.

Familiar 1 shop (Kobe shop)

Xunzi believes that she wants to sell an idea, which is "a special product." "Do not be good" is the Japanese language, which has two meanings. One is "beauty" and the other is "special merchandise." The harder the age, the more people are eager for good things. The children's clothing of Xunzi contains such a strong personality, which seems to be out of season, but it is satisfying this need.

A year later she owned her own shop, and in 1950, the familiar company was formally established. She has a special reserved for her own "defects." Due to the hot sale of goods, Hankyu Department Store hopes to purchase children's clothes from the family, but asks for the "Hankyu Special Selection" sign. This was a good thing to expand the turnover, but they were rejected by the nephew. "It is not a familiar trademark." It eventually forced the Hankyu department store to compromise and set up a store in the name of "Hanji familiar group".

In 1951, Xunzi proposed the idea of ​​wearing a T-shirt as a coat. At the time, T-shirts were generally worn as underwear. In order to achieve "outerwear wear", unique patterns are indispensable. To this end, familiar launched the original cartoon character - two bears called ファミ and ,, printed on a T-shirt, "to make a story-like design." In order not to stimulate the soft skin of children, the familyi sews the labels and stitches on the outside of the clothes. This practice is now common sense in the children's wear world, but at the time the familyi was the first.

Today's hand-embroidered children's wear and delicate woolen dresses

In 1959, the children's clothing on the familiar tall was noticed by the royal family. The Crown Prince is pregnant with Michiko, and he is named after the product of familiar. As a "royal special offer", familiar has seamlessly interfaced with the dreams of the upper class and successfully completed the branding. The story of "Don't Miss" is also written as a novel, made into a TV series, and released in NHK this fall.

Japanese drama "Missing Miss", which is based on the wild scorpion

Familiar four generations: I am jealous of Apple

Familiar is a family business. The current president, Okazaki, is 47 years old and is the grandson of the nephew. After the experience of well-known design companies, he entered the company in 2003 and became the president in 2011. He has long hair and looks very literary. “I want to make the company more interesting. Like Apple, everyone is free to use creativity,” he said.

President Okazaki believes that the average company can't live for 30 years, and most of the companies that have been through 30 years are facing the problem of not being able to end up. “There is a huge iceberg in front of me.” How to abandon the redundant part on the basis of retaining the core concept of the enterprise is a problem. And what he caught was idea. Is it selling goods, or selling value, or a little bigger, showing your values ​​to the whole world? He believes that the tradition of familiar is not so much a children's wear, but rather an idea. So now we should accelerate the transition from children's wear companies to planning and design companies.

In order to improve business efficiency, the company headquarters only retains two departments, marketing home and supporting home. The office is an open design, abolishing the president's office, everyone working in a huge space, regardless of the subordinates, designers can always say their own ideas.

Another step towards Apple is the gallery design of the store. “Like the Apple Experience Store, customers can come and see at any time. We provide services and experiences. Customers feel good, they can buy them later, or buy them online,” said President Okazaki. The decoration of the familiar shop is how the art comes, and there is no "warm wind" that the general mother and baby shop deliberately walks. “It’s the mother who buys clothes. This is the key.” At the beginning of the business, the customer group that familiar is aiming at is a lady like a scorpion; and the lady likes to go shopping in a neat and tidy shop instead of milk. Smelly. Fame is advertised as "for children", but the reality is to be the heart of fashion brands. The gallery-style shop allows the ladies with children to easily go around with friends without any concerns.

The greater ambition of familiar is in conjunction with other companies, and the young and promising new designers have held the "Kobe Exposition". Through the cross-border alliance, we have designed a "selling product" that will make people shine, and further enhance the influence of Japanese companies including the familiar, and send a letter to the world with the 2020 Tokyo Olympics as an opportunity. The Kobe Exposition, led by familiar, has received responses from many companies including Daiwa Securities, Kobe Fengyue Hall, and Awaji House.

As it was sixty years ago, when other children's wear companies followed the trend of the times, familyi once again considered the flight with the thinking of the rich.

Original content, reprinted without permission.

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