Interview With Li Tao And Xiao Hao, Sales Director Of North And South China, Ayilian.

Reporter: welcome to today's commercial fashion interview. Today, we are very honored to have invited the two famous directors of Ayilian, the famous women's clothing brand in Guangzhou. Ayilian Li Tao, sales director of North China and Xiao Hao, sales director of South China, talk to us about Ayilian's development plan and welcome the two place.

Li Tao and Xiao Hao: Hello everyone.

Interviewer: are your jobs all the same?

Li Tao: Yes, the North District is responsible for the northern part of the Yangtze River. The southern part is responsible for the south of the Yangtze River. Actually, our work is the same. Because there are too many stores in Ayilian, it is difficult for one person to take account of it. So the company divides the Chinese market into the southern and northern regions from a strategic perspective, and I happen to be a northerner and Xiao is always a southerner. So I am in charge of the North District, and he is in charge of the Southern District.

Reporter: how many stores are there in Ayilian in China now? How many are there in the southern and northern districts? From a regional perspective, the two bosses feel that the consumers in the north and the South have their consumption characteristics for Ayilian brand.

Xiao Hao: at present, there are about more than 3000 shops in the terminal, but these more than 3000 stores are not particularly distributed in a certain area. In the past two years, we have carried out some integration of some channels to influence the surrounding areas in a key area. For example, in the southwest of Chengdu, we take Chengdu as the central point to radiate Yunnan, Guizhou, Chongqing and other provinces and cities. Consumer pairs brand It may be that the degree of urban fashion is different. For example, consumers in Huadu District are more likely to be more fashionable. In southwest or northwest China, they may be relatively conservative, and there will be some minor differences in this area.

Li Tao: there are also some differences in fashion. For example, consumers in the southern area are more daring, black, green, and so on. Coffee Color, including our popular Khaki last year, is very popular in the southern consumer group. The North District is relatively conservative in color.

Reporter: just now, Xiao Zong talked about a topic of channel integration. I am more interested. Why do you need to integrate channels? What is the reason? Do you want to integrate them, or do you want to strengthen management between guidelines?

Xiao Hao: this topic is far away, because I and Lee always entered the Ayilian company in 2007. The number of channels was probably in the number of more than 800. After 2008 years, 2010 years and 2010 years of integration, it may have used a lot of macro-control policies, so our scale is expanding rapidly. After expansion, we will find many problems. When the enterprise is developing, many of them will not be able to keep up with the matching of resources and management. After equivalent to a certain degree, we will pursue qualitative changes. Therefore, there may be many adjustments in the management of the channel requirements, so we have been making adjustment in the past two years, so we have been making adjustment of the channels in the past two years, which should be the stage of upgrading.

Reporter: since when did Ayilian set its brand image as a lady's brand?

Relatively simple, and at that time very skillful, our single style of this product is more biased than that of a lady. After our transformation in 2002, of course, our product line, of course, we catered to the market and made some supplementary product lines. This style was made slowly. It may not necessarily be that we first came to this lady's style from 2002, 2003 and so on. It was found that this style is very suitable for our market needs. And in the process of communicating with our customers, it is found that this style is quite popular in the market. Quite a lot of consumers do it, this style comes out, but at the beginning, the brand was not positioned like this. Xiao Hao: this positioning, from the beginning of the brand, there is a little flavor inside, we just started to do wholesale business from Guangzhou, when we do wholesale, products.

Li Tao: but in those days, this market-oriented thinking has never deviated. Just like what Mr. Xiao said, we got some market news from our customers first. According to the information of market routine, we decided again how to make our products go, so for so many years, the general direction of Ayilian's product has never been biased, and has always been very accurate. {page_break}

Reporter: I feel that Ayilian's design style and strong style are quite feminine. That is to say, the feeling of your brand is more than that of a lady. What can we conclude from the design of your brand?

Li Tao: the lady in the dissemination sense brings the lace and lace to us. This is our traditional design of Ayilian, because our company attaches great importance to the design of the product. Our boss has a saying that "let our products speak." in addition to our past lace and lace, our company began to expand our product line last year, that is, widening our product line. Now there are six series, including ladies, fashion, white-collar, intellectuality, cowboy, nostalgia. Besides, we are trying to change people's view of ladies. People used to think that the traditional lady is the feeling of a great lady. But as a garment industry, it is a more fashionable industry. If you want to guide consumption and how you guide, we will talk about products. We will change the knowledge of the past products. Ladies are not just lace, lace, including some printing and embroidery. We have introduced some more fashionable, urbanized, more consumer groups, such as ladies' friends, from 18 to 28 years old, even to more than 30 years old, who can accept our Ayilian style ladies' dress. Because these six series are apart from traditional lace and flowers.

Reporter: this strategy is also very common in the clothing industry. When its brand reaches a certain stage, it will introduce a sub brand and a new brand. Another form is to push a new series out, but it is still under the cover of the original brand. The new series of pushing you mentioned, can I understand this, that is, the structure of your products is rich, and the two series of fashion oriented may be urban and white-collar workers may be dressed for white-collar workers. Is that nostalgic perhaps more mature?

Xiao Hao: Yes, you are quite right.

Li Tao: since Ayilian became a monopoly, it has been about 10 years. When the brand was created in 10 or 11 years, because our old customers are all girls and girls, when these little girls grow up, maybe her style may not be the style she wants anymore. How can we make our consumers follow our brand growth and always be able to get the style she wants? After adjusting from 2009 to 2010, we increased our products and enriched the needs of consumers. For example, the style we just talked about is lady style, because we are also different from the traditional sense of being a lady. It may be the definition of a new lady culture. It represents intelligence and love. And so on. The new ladies should have great changes with the traditional ladies. The new ladies are not very conservative in their style of dress. She can be very fashionable and white collar. As long as she has a lady in her heart, she may be a lady.

Reporter: one of the things you are doing now is redefining the image of a lady.

General Li and Xiao general: Yes.

Reporter: you just talked about s girl, when did you launch the new brand? How does this brand locate?

Xiao Hao: speaking of this brand, it should be a great pleasure for us. The brand of s.girl was launched from the Spring Festival in 2010.

Reporter: that is last year?

Xiao Hao: Yes, by the end of 2010, the brand had broken through more than 500 stores, that is to say, through a year's time, we have preliminarily completed the layout of the market. Why is there such a product line coming out? We find that when a girl reaches a certain age, she may go to another stage of maturity. There may be many products of transformation. At the beginning, we discussed this topic in this way. So when the meeting was held, the s.girl series was pretty good in Korea because of many brands in the country, so it also made a gap in the product style, because this is a relatively less style in the industry. S.girl, we use more adjectives to describe it as witty, lovable, brand new, or sweet to describe our s.girl style.

Reporter: what is the difference between the age of consumers and Ayilian?

Li Tao: Yes, there are some places to blend with Ayilian, but the biggest difference is that the age of s.girl is lower. Maybe it is from 14 or 15 year old girls that we can wear our s.girl, and 25 or 26 year old girls can also. Another is that the price positioning is also relatively low, because this is just launched the brand, we also have some marketing aspects, probably in terms of price is more accurate, so it is welcomed and recognized in the launch of the market, and this is a success. {page_break}

Reporter: Ayilian is suitable for girls between the age of more than 20 and 30. Is it possible to introduce a more mature, more advanced, or more expensive product on this basis?

Xiao Hao: this possibility is very large. If we have a product of this style, it may no longer be called Ayilian, maybe it is a brand of our group, because when our product style, especially when our style, especially age positioning or price positioning changes, our maternal Ayilian brand has no effect on it. For example, when my consumption level may be around 1 thousand, maybe I will not look at Ayilian anymore. What I value is the quality sense of this product. This product brings me the needs of dress to meet psychological needs. If our high-end brands come out, we will not use Ayilian's words to launch in the market.

Reporter: this brand from packaging, publicity, do not let consumers know that the brand has nothing to do with Ayilian, they do not need to know, is it?

Li Tao: Yes, there is no need to produce any association.

Reporter: are there any specific actions in this regard? Are you planning this kind of thing?

Li Tao: it's better to let consumers look forward to it.

Xiao Hao: there is no point in revealing appropriately. From the high-end field, we not only have a larger age positioning, but also a young woman's clothing, even our children's clothing and bedding series. We all have actions and are already planning. Maybe after N, our Ayilian's children's wear, Ayilian's cowboy dress, Ayilian's chic dress, or our bedding series are all possible.

Reporter: I have said so much about the channel design. Now let me ask two veterans to summarize for us. We always feel that Ayilian is a leading brand of fashion and ladies. As a leading brand, what is the advantage of Ayilian?

Xiao Hao: it may be more appropriate to describe with a key word, the first is innovation. Over the years, we have made many innovations in the way of management, the expansion of channels, and the product itself. This is what we have been pursuing. The second is to maximize the interests of our customers. When we make any product adjustment or market adjustment, we first consider that all of our franchisees can have a good level. The third point is in the design of products, we have always started from the needs of consumers, what kind of things consumers like, we will cater to the market to make some related adjustments. The fourth point is that the real Ayilian industry chain is very harmonious. This is one of our Ayilian's core competitiveness. We often joke that our mode of management, our products, and our store image can be copied and imitated, but our harmonious atmosphere needs time to accumulate. This is our pride. All our industry chains are of one mind and are very united. One thing we should do is to say that we should call it one answer. This is also one of our core competitiveness.

Li Tao: the other is that Ayilian has developed to today. Ayilian is not only developing rapidly from hardware, for example, the number of shops, how beautiful the shop is, it may be in the corporate culture propaganda, including the cultivation and shaping of corporate culture, it has done a lot of efforts. It can not be as if there might be such a situation in individual enterprises, that is, you want to join our brand, or do you do in our business, what kind of training we will give you, and so on, and now there are all kinds of training. We are doing a solid job in corporate training, and listening to names is terrible, 4 days and 3 nights! These 4 days and 3 nights of training may not only take time to eat and sleep, but the rest of the time will give you training skills and technical training. There are many training like this, but we will not be very frequent. We are all more practical training.

The other is the low-key approach of enterprises. Of course, it doesn't matter if we talk about this place today, for example, Ayilian primary school. Our company has so far donated 5 Ayilian hope primary schools, but we have never reported it in any media. Today, it may be the first time, because we have been thinking about not doing a good thing to enlarge it indefinitely, and all kinds of media newspapers, and even propaganda on the Internet, we are basically more pragmatic. Our company plans to donate 1 to 2 places every year, and this year there are 2 targets. Of course, we regard the donation of Ayilian hope primary school as our daily goal. We are not only the usual 61 International Children's day and new year's Eve will also send some things to our children, we are not going to take this form, we may be like usual holidays, including us from Ayilian hope primary school until now, has been third years, from Ayilian primary school students, have been to junior high school, some particularly difficult students, until your high school, University, after your university came out, you have the rest of the way, we have in this aspect of long-term planning and planning.

Another example, I just casually cited a few examples, on Mother's day, we will invite a good franchisee, this excellent franchisee is not just how much your business is doing well, your shop is good, we do not come to this judgement, we Ayilian every year will select some fashion figures, moving people, of course, Ayilian is not just, it will be from all aspects.

Li Tao: for example, the love between husband and wife, and some hobbies and yearning for some hobbies, maybe these 10 years of follow, there are many things.

Xiao Hao: there are other things that I can see in my daily life, such as helping others. We will choose him as an excellent franchisee and excellent customer of Ayilian. Like last year's may day, we organized a client district tour of Taiwan.

Li Tao: it should be the client's parents.

Xiao Hao: Yes, go to Taiwan on the treasure island. We also donated leukemia patients. Now there are 2 hundred million. There are many such things.

Li Tao: it should be "family culture". This is what we created by ourselves.

Xiao Hao: Yes, we are not Ayilian customers. We call Ayilian's family! Every time you meet, you call your family! Because our customers come into our business, we think that he is a member of our family. We do a lot of positive guidance to him in business, life and even his body. In business, we train him and guide him. In life, we will care about him. For example, you have just talked about two clients who are sick. We will do some loving ways, including the way to care for family members.

In fact, there is another way of thinking guidance. We should cultivate our customers to do something positive and positive for the society. We have done a lot in this respect. For example, we hope to celebrate the celebration of primary school. We invited many outstanding CEOs children to participate in the school celebration and participate in the opening ceremony of the school. We hope that the next generation of agents can see that your life today is very difficult. You should treasure your life today. What kind of rewards should you make to the society when you reach a certain status? We have been very influential in this area, and these actions are done every year. For example, this year we will take our client area abroad to investigate, and do this every year. This is both traffic and common growth. This is very important.

Reporter: it's a great honor to invite two CEOs here today, because we are planning a special topic called "Guangzhou vanguard women's clothing". Our aim is to select a good image of our best women's brand in Guangzhou. We choose a better pioneer image in the market and push it to our netizens. We feel that Ayilian is also a very successful brand. Actually, there are also pioneers. I want to ask two bosses, you've been engaged in the fashion industry for a long time. How do you understand the front brand? What should the pioneer brand of garment industry be like? If we put Ayilian on the Guangzhou pioneer women's wear board, what do you think is the reason why Ayilian can come on the list?

Li Tao: first of all, I think Ayilian has its unique style. Its recognition is very high. I think any one, whether it is men's clothing or women's clothing brand, I think its recognition degree, that is to say, its characteristics and characteristics must be obvious. I think Ayilian is quite equipped with this. There is also a broad foundation, because Ayilian has been able to become a fashion pioneer from its number of shops to the areas covered by it. Even in Lhasa, there are our stores.