Interview With Yu Yong, General Manager Of Ningbo Jess

Ningbo Jess

General manager Yu Yong

Moderator: in Chinese women's clothing, I noticed that many years ago there were black and white women's clothes.

Yu Yong: to do black and white, do color, from the point of view of color, every brand, every customer has such a demand, in fact, this brand positioning is a help for us in terms of the consumer cognition process. From the process of recognition and recognition, black and white two colors can be very intuitive, very straightforward through products, passed to our consumers through shops, passed to our franchisees, passed to the shopping malls, and through the franchisee, the consumer's reputation in a short span of a few years to push our brand to the market quickly, from the color itself has no characteristics, but for our brand needs, we first made such a color is successful.

Moderator: the data you mentioned just now is 07 years. This year probably has developed more than 500 stores. This is a very high-speed development process. Is it an environmental factor or an advantage factor that can cause such a rapid development?

Yu Yong: in terms of terms of joining, I believe we are similar to other brands, and there will not be any special concessions. As for speed, the most important point is that every store of our franchisee can really help them to make profits. This is the fundamental factor for franchisees to help us quickly open shop, not the number of policies the company has given, how much preferential policies to do, and the proportion of funds in these 500 stores is very small, only about 10%. The remaining franchisees only have more than 100 franchisees, and franchisees have opened a lot of stores.

Host: what you mentioned

Yu Yong: any brand in the domestic consumer recognition, must first through products, through product understanding will gradually accumulate to the whole brand recognition, so later, our brand will do a lot of brand identity recognition, for example, will do some concerts, for example, will do some consumer concerns, will do charitable environmental protection public welfare activities, slowly consumers will feel that this brand has a certain accumulation in the height of public welfare, will own the identity of the product, the sense of need will descend, so that the concept of brand totem.

Moderator: I think your design is very conceptual, I also do clothing reports, and we are not particularly familiar with the brand. Is the distance between consumers and brands far away?

Yu Yong: in fact, our consumers are more concerned about the brand from the point of view of their products. Whether the series of products or products of this season can cause the demand for clothes and the desire to buy, will we be concerned about the brand. The brand of our price band is still not totem. It will not be a brand like Nike, ADI, with totem symbols. It has already represented a spirit, a high degree of professional sportsmanship. Most of our brands have not yet reached this level. This is not the 500 shop that can be completed in three years. Maybe the accumulation of ten stores will be higher than 500 stores.

Host: do you also want to have a brand for this generation?

I have never imagined that our brand will be the first in the country or the same as that of YOUNGOR, and the story of Ma Yun is wonderful. But what I can best touch on is the seven people who came to Beijing together. After the failure of the venture, a group of people came back together in Hangzhou to go back to the process and experience of re starting their business, which could affect us, but who bought it later, who was bought, made money, and listed, which has nothing to do with me. Yu Yong: I will do this brand or our team will operate such a company.

Moderator: now there are new brands under the brand, and more focus on the concept of the trend brand. Most of the impact on the tide brand is Hongkong, Japan, because they have formed their own brand culture, and China is still weak in the tide brand culture. What are the brand culture advocated by the brand in this field?

It is very expensive. This is the part of the rich who has the concept of leisure and tide can afford to spend. But now, through the Internet, through the level of information development, most people need to dress up and dress up, and their understanding of the tide will be more significant. It is no longer the number of brands that have been defined in the past. Some new brands need to be added. Most of the tide brand popularity has arrived, because they are no longer limited by age, limited by price, and no longer limited by the environment of purchase. They only decide on the state of purchase, including the state of dress up, which is considered to be tidal. Yu Yong: the first is the emergence of the concept of "civilian tide card". The tide card that Chinese people now recognize is the tide brand which is dominated by Hongkong and Japanese culture, and the positioning in China is high-end.

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Moderator: in fact, after 80, after 90 has now gradually grown into the main force of consumption, many brands are changing, especially Lining, our brand for this group of people, in marketing promotion have specific guidelines?

　　余勇：有的，剛才提到我們第一個會跟奔馳在線上合作，跟這樣的品牌合作，對于我們來講高度會上去，我們所合作奔馳里面那一款車也是受潮民所關(guān)注的，這種點的結(jié)合是很重要的，還會在天一廣場做一些涂鴉的，現(xiàn)在比較流行的潮民熱愛的活動，讓更多的潮民認識到，關(guān)注到我們這樣的品牌，而且很多潮民不愿意在百貨商場消費，他們更愿意去淘，我把這樣的潮牌放在商場里面有幾個優(yōu)勢，第一個可以根據(jù)周邊的品牌在消費方式上改變，他們都是售貨的模式出現(xiàn)，我是以淘的方式出現(xiàn)，非常飽滿，非常彩色的點，第二個潮民在商場里面很少消費，不是不愿意去消費，是因為商場里面沒有這樣的潮牌，所以在商場里面做這樣一個潮牌也是非常好的市場切入點。

Host: our brand should be like the hero of Korean dramas. We know that Korean dramas have been popular in China for many years. Have you ever thought about the marketing of some TV dramas?

Yu Yong: This is not yet. For us, clothing customization has such a concept, but most people think that customization is relatively advanced. This is also a custom concept. What we customize is not clothing single piece garments, the whole shop is customized, the temperament of the whole product, the elegance conveyed by us, the concept of elegance is accomplished by constantly replicating every shop and constantly copying the common characteristics of every wave product.

Moderator: the fashion festival is coming soon. As a new brand, is there any plan to join the costume festival? Or what kind of way to meet with you?

Yu Yong: we will have two shows this year at Marriott.

Host: we are also looking forward to seeing you in the new season.