Interviews | Li Chen nic: MLGB is not just a brand but also a spirit

As a well-known domestic host, Li Chen also has the role of a Tide brand owner and an actor. In many of his identities, he admits that he still loves the boss because this is what he wants to do most. . For his business, he personally acts. He thinks that business is something that is thought of all the time and even dreaming. This is in the blood.

Reporter: We all know that you are the owner of the Tide brand, and have multiple self-motivated brands such as NPC and MLGB. Why did you want to create a Tide brand at that time?

Li Chen nic: When I was very young, I was very interested in fashion. I was probably in middle school. At that time, I was quite unique in school. I remember going back to school when I was wearing a red dress. In jeans, all my classmates laughed at me at that time. Say, you put your mother's jeans on. No one wears red jeans. I say you don't understand. This is a trend. 7 or 8 years ago, I made my own brand. Later, I discovered that there are many brands in China that have no place to sell. At that time, I was thinking that if there is a store, it will allow all Chinese designers and Chinese brands to There is a good platform, and I can sell my own things. It's good. So I had this idea. It was exactly when I talked to Pei Bo and I said, I also want to do business. Then I say we do this shop together. The name of the shop is called new project center, NPC. The new project R&D center hopes that there will be many new things on this platform, and then it will be a matter of course, and it will take this “no return” course. It will take 7 years to go.

Reporter: You have not learned clothing design. What is the greatest difficulty in creating a brand? Are all things you personally do for yourself?

Li Chen nic: Actually, if we say that there are difficulties in starting a business today, I feel that everything is difficult, but I am very happy that we have overcome all these difficulties, and I am very glad that our luck is good and we have not died halfway. In the beginning you must do it yourself. After you become a boss, you discover that everything is yours to talk about. You have no way to say it to others. In fact, I have always described it. This is your child. Only you can manage it. How much do you invest in it? It will love you. This is actually the same thing.

Reporter: What is the biggest change in your business? Has there been any questionable voice in so many years?

Li Chen nic: can't sleep. One thing is that you are in your mind every minute and every second. Business is a thing that is thought of all the time and even dreaming. This is in your blood. This is a happy and painful thing. Joy is that your sense of achievement comes from this. The pain is that you really have no way to give up. You have to sacrifice a lot of time. Of course, as I just said, you can't do anything you choose. You can only stick to it yourself.

In fact, many people have questioned it all the way. I think it is a good question. I will definitely go to see what they say makes sense. I will not care about him in the unreasonable part. Only if you go higher, the sound will be smaller. Good advice I will listen to. The rest will leave it with the wind.

Reporter: Over the past few years, you have become a cross-border spokesperson, working with anime Simpson, Crayon Shin-Chan, and the film “Thugs Angels,” “The Return of the Holy Shrine,” and the sculptural team and “The Burning Teen” program. Cooperation, music and trend combined with the launch of the single "Single GO", cooperating with Chuan Orange, and sharing with the US to make video sharing, enable NPC to get to know partners in many different fields such as restaurants, entertainment, technology, and digital. How do you define cross-border?

Li Chen nic: I think this matter is very simple across the borders. It is not as complicated as you think. You have succeeded in a field, but you have been thinking about it with a fixed mind and the logic you use. So you Not much innovation. Cross-border is: using other industry's way of thinking, brand-new innovative logic to subvert your own habitual thinking, I think this is a very happy thing, of course, based on that you want to be on a very stable basis Above, you can't chaos innovation.

Reporter: The celebrity cross-border boss has a fan effect. Is this an important reason for success?

Li Chen nic: This is indeed one of the reasons, I believe this sentence very much: all shortcuts are detours. I think that the fans of the economy have some misunderstandings about it and think that the fan economy can bring you a lot, but it takes us a lot of things. It enlarges your weaknesses and enlarges you. I think artists, fans Economics will certainly help us. I always like to look on the good side. Everyone said that I also think it is true that artists in their eyes are very happy to open stores, and that it is very easy for artists to open stores. In fact, I think that anyone who opens a store will There are so many problems I have always said that you think you can try it.

Reporter: You are the host. You must have a lively atmosphere on the stage. You are a designer. You want to calm down and think about design. How do you combine the movements?

Li Chen nic: I think everyone has these two sides. If you are a very cheerful person, he will have a very pessimistic side. A person who seems to be very introverted every day will have a very cheerful side, so sometimes the whole world It's a balance. You have to master this balance. So, in fact, the status change is sometimes quite split. You need to be on stage, you need to be cool, you need to be calm when you are a boss, you have to be like that when you talk to someone, and the whole life is given to me. It is a very fulfilling feeling. It feels like I was alive and happy for the rest of my life. I am busy and happy.

Reporter: At the same time, you are also the owner of the Tide brand, actors, and other roles. It is a rare "N habitat artist". Among the many identities, which one do you like best? Before that, it was learned that NPC was the first fashion brand that Simpson chose to cooperate with in China. The cooperation funds in the two quarters also had a very good response. Will there be cooperation projects with cartoon animation after that?

Li Chen nic: Or the boss, in fact, is to do what I want to do. I especially like to ponder a lot of things. I will combine everything to think about the problem. I am good to lead them forward. This role may be me now. Most enjoyable. It's a bit like you're a leader. You're a behind-the-scenes leader. Unlike the artist's identity, he doesn't look like a special behind-the-scenes person. No one knows who you are. It feels good. of.

We will be the most important MLGB X Crayon Shinchan in spring and summer. This is the one that was pushed especially in the spring and summer this year. We were very cautious when we chose to remember when we were young. We also hope that each time we cross-border cooperation To pass on the lifestyle of many young people, he is more than a mere pattern. It must be a lot of memories related to your childhood. MLGB is not just a brand, it is a spirit.

Reporter: Film derivatives have always been a huge gold mine in the film industry chain. Before the NPC also joined hands in “Divine Comeback,” “Brown Pancake Mania,” “Lovely You,” and many other different styles of movies together, “Mining”, “The Holy Land” The return of the hot and derivative brands of derivative products has triggered the industry’s renewed focus on movie derivatives, the long-awaited “gold mine”. Will the cross-border cooperation between the future and the film become an important part of the NPC's cross-border domain?

Li Chen nic: It will be a piece, but it is not necessarily the most important one. This is based on the fact that we have been cooperating with foreign IP. I feel that China’s IP is now a stage of explosive growth and is a particularly good time. It is hoped that we will experience the cooperation with Disney and such large companies to help China's IP operations. IP operations are a very long-term issue, not to look at the immediate situation. We are willing to use our experience to help these IPs to do well in these basics in China. In fact, the film market is also very good. The IP market is also very good. There are not many people in the trend market. What we actually do is defined by ourselves. It is the trend + that is to make all the traditional industries can give the feeling of the trend, let it become a completely new field. What we are doing now seems to be selling clothes, but in the future our territory is very large. All people who like NPC can enjoy the future not only for the shopping experience, but also for the programs. It is music, it may be a restaurant, it may be a children's playground, or even a place similar to Disneyland.