Exclusive Interview With General Manager Of Brand BALALA, Balali Brand: Gorgeous Fast Fashion

Guangzhou is indeed a trend of creating business legend.

Recently, I wandered around Polyflor square and met BALALA occasionally.

It is reported that Dongguan Bala La Clothing Co., Ltd. is the French BALALA group.

Reporter: Bala La launches BALALA women's clothing, opens the image shop in Guangzhou, Xiaogan and so on, how does the current consumer market feedback?

General manager Li: BALALA women's clothing landed in the Chinese market in 2005. After several years of development, there are already more than 200 stores in China.

The results of comprehensive sales, consumer feedback, dealer consultation and shopping invitation have all reached or even exceeded the expected effect.

BALALA Guangzhou Polyflor Plaza has become a more prominent and dazzling brand in terms of terminal image, product mix, shopping environment and shopping guide service.

Sales have also made remarkable achievements.

BALALA Hubei Xiaogan store has become the benchmark brand of the local business circle.

Based on this, many customers have seen and inspected the BALALA image shop, have expressed their intention to join in, and many shopping malls have found us actively, requiring BALALA women's clothing to enter.

Reporter: how is the positioning of BALALA women's clothing? What kind of consideration is this positioning and operation based on?

General manager Li: BALALA women's wear is an independent brand.

The brand chosen for this positioning is based on the understanding of the Chinese women's consumer market by the group headquarters.

Since China's reform and opening up, the rapid development of economy has also led to women's sense of independence. Especially after 1980s and post-90s, women have to participate in the creation of social wealth. On the one hand, they also know how to cherish life and enjoy life.

Unlike their parents who are frugal and family oriented, they have the ability to pay more attention to their own needs, so they dare to spend money and enjoy it.

Such consumption demand will naturally produce such a market and brand, and the selling of Chinese Asian luxury goods also confirms the accuracy of this trend.

As for the operation, different positioning has different operation methods.

In terms of development, we will retain and inherit the cultural essence of BALALA French brand, and at the same time, combine the consumption needs of Chinese women to create high priced, elegant and simple fashion women's clothing, and advocate healthy, passionate and fashionable lifestyle.

Reporter: what are the target consumers of BALALA? What kind of role do they play in the society?

General manager Li: in my mind, BALALA's core target consumer group is such a group of people: between 20-40 years old, with a career foundation, eager to show their personality, confident in pursuit of their dreams, highlighting the value of their own new era of women.

The prototype of BALALA brand is a mixture of creator and lover.

The mission of the creator is to create something with permanent value, to achieve the vision, while the lover is to charm, win intimacy, and enjoy the spiritual life of love and being loved.

The perfect combination of these two new women, such as young white-collar workers, freelancers, professional fashion personas and so on, are full of career ambition, passionate life and a mixture of sense and sensibility.

They are relatively independent, passionate, have extraordinary taste and strong creativity, have a keen sense of fashion, and have higher tastes and requirements for life and emotions.

Reporter: what are the main products of BALALA? What are the characteristics of each series?

General manager Li: BALALA women's clothing is divided into 3 Series: charm, elegance, intellectuality and luxury. It fully meets the needs of female consumers in different dress styles, deducts different fashion styles, and unleash the fashionable charm of high quality.

The elegant and gentle series embodies the elegance of the product series. The design style has feminist decoration features, design elements conform to the trend, pay attention to the exquisite shape, show the noble and elegant female temperament.

Intellectual simplicity adopts advanced fashion elements, simple lines, emphasis on segmentation and edition, and the overall design is clean and implicit, showing women's independent intelligence.

The low-key luxury has the stylish outline and structure, the decorative design is gorgeous and elegant, showing the glamour of the feminine flashing and moving.

Reporter: what promotion measures does BALALA take as a new brand in improving brand awareness and reputation?

General manager Li: any new brand will have an introduction period in the market.

BALALA women's clothing also has a gradual adjustment and adjustment period.

In this process of adaptation, we only seek stability and speed, and we should fully collect feedback from customers and market, and make targeted adjustments and improvements.

We should not only inherit the essence of brand culture, but also make appropriate changes according to market demand.

Only by adapting and guiding this fashion trend can the brand have affinity.

In China, word of mouth communication is very important.

The brand with affinity has added a lot of points on the word of mouth.

At the same time, we are also actively promoting the resources of App Co to display BALALA's new demeanor as much as possible, which is also conducive to enhancing brand awareness and reputation.

Reporter: as a European brand, what is the innovation of BALALA in marketing and service?

General manager Li: since it is a European brand originating from France, BALALA has its consistent style and mode in marketing and service.

For example, in the interior decoration of the shop, you will have a simple white wardrobe and shelves, etc. in the fitting room, a wide dressing mirror is placed, so that consumers can have enough private space to appreciate their beauty when trying on their new clothes.

On the service side, we continue the VIP experience service of European culture, such as professional image consultant, custom tailor, holiday gift, etc., and even meticulously prepare for small items such as perfume and paper towels. The purpose is to make customers feel more pleasant and satisfied when experiencing fashion, comfort and dignity.

Reporter: what is the development goal of BALALA women's clothing in China?

General manager Li: BALALA completed the adaptation process to the Chinese market in a few years, focusing on product development and planning.

At the same time, BALALA will spare no effort to enhance the added value of customers.

It is unique in the construction of culture and taste.

In terms of market development, we plan to set up 500 real stores in the Chinese market in the next three years, and become the fashion women's brands with high popularity and influence in China in the next ten years.