Bo Baily Angela Arend: We Are Very Optimistic About China'S Clothing Market.

　　 Boboli CEO Angela al ende (Angela Ahrendts) was full of movement. She was very expressive and powerful in the interview. She never stopped. evolution This 155 year old British brand.

On April, from London to Beijing, she and Christopher Bailey, the chief creative director, excitedly talked about the huge size of Christopher Bailey and China. Luxury goods The link between consumers. Bailey said that Boboli was a "young old company" while Angela said, "China is now a young ancient country. This is a very interesting common point between the Chinese market and the Boboli brand. " Just like attending many important occasions, she took some windbreaker with him, but unexpectedly the weather in Beijing was unusually hot. She jokingly complained that she had no chance to wear it.

Bolberry, led by Angela, has grown strongly in recent years. It is now the sixtieth largest company in the FTSE index 100 in the UK, and has been the best non mining stock for two consecutive years. Angela herself has also become one of the most influential figures in the global luxury and fashion world. In 2009 and 2010, she joined Forbes's list of the most powerful women in the world. This woman from a small town in Indiana came to London to revive a classic British brand.

Angela knows well where Bo Boli's most important driving force is. The Greater China region has contributed 30% of the boboley global market, the fastest growing region in recent years, and the McKinsey report and boboley's own research all confirm that this trend will continue. A strong interactive interface is emerging between Chinese consumers and pure British brands: "in the next 5 years, the number of people who speak English in China will surpass the total number of English speaking people in other countries in the world," while the typical Chinese luxury consumption group is 15 years younger than the Western average, mostly male.

Using the Internet to redefine traditional luxury goods, 50 year old Angela and 39 year old Bailey are the leaders. In her view, high technology, digital technology and social media are "the most common language in the world". China has used 400 million people last year to use the Internet, and 87 million people are shopping online, providing huge space for the development and extension of the brand. In Beijing, luxury brands gather around Bobo's new flagship store, but she never cares. "We always compete with ourselves."

The Boboli new flagship store in Beijing's new world is actually a Boboli designed by Bailey. Retail Theatre "Employees are staffed by a iPad, and there are also a touch-screen with a size like a fitting mirror. Customers can freely search and appreciate new products, fashion shows and entertainment activities around the world. The external walls are equipped with two 9x5 meters large flat LED TV screens, and another 3X5 meter installation shop to display innovative designs. The grand ceremony was launched online through the official website of bolbury and over 200 cooperative websites. Boboli has millions of fans in the world's major social media such as Facebook, Youtube and Twitter, and has been stationed in China's main social media such as Sina micro-blog, happy 001, Youku, watercress and so on.

And Bailey has mastered all the design and vision: from clothing, shop windows, LED screens, media advertising, campaign advertising, London headquarters building until the website's home page. Brand is more consistent and successful. Media and regions Limitations.

The flagship store in Beijing is the first digital concept retailer launched by bolbury in the world, and will be extended to all 57 stores in mainland China, and will be extended to 43 other stores in the next few years. Boboli has announced that it will increase to 100 as fast as possible. This means that Boboli can open two or three stores in the world, and maybe one will be in China. {page_break}

Last year, Boboli bought 70 million retail outlets in mainland China from Hongkong Kwok Hang holding company at a rate of $50. In the first half of the fiscal year, the average sales area of Boboli increased by about 12% in the first half of the year, only 50 stores bought in China. In the second half of this year, China's new stores, including acquired stores and new stores, account for about 3/5 of the world's new sales. Angela used the company's abundant cash to buy stores in the Chinese market with huge potential, and made bold efforts to digitize brands. Marketing transformation It has been sought after by the capital market.

While bolberry is expanding rapidly around the world, its brand is still controlled by London, including all product design, technology and content of digital platform. The strategy of implementing the market can be determined by local or even specific urban conditions. "When Burberry enters the world, the most important thing is it. pure British style. "

Windbreaker is the eternal classic of Boboli, DNA. "Under any circumstances, we will only strengthen the image of windbreaker. It tells people that we are Boboli, which strengthens our uniqueness. Burberry has made a social networking site, "Trench Art" (theartoftrench.com). Consumers everywhere in the world have uploaded the image of Burberry windbreaker on the front page. And college students can go to Bloomberg's online performance platform Burberry Acoustic for new singers or bands, so that more young people can experience Boboli brand through culture. Boboli also launched online customized services to meet the needs of personalized windbreaker styles.

　　 "I came to China to win gold medals."

　　 What is your brand image in Chinese consumers?

We have been in China for more than 20 years. People's impression is a traditional, authentic and classic English demeanor. We don't want to lose. At the same time, we want to create a new Boboli, a brand for the new generation of luxury consumers and markets, so we have digital marketing. Christopher is very young. He has great vision for digital brands. We will never change the core brand image, but at the same time invite a generation of young consumers to connect with this brand. So we need to strike a balance.

　　 What does the Chinese market mean for the future of boboley?

It is very important that the Greater China region accounts for 30% of the Burberry market and the fastest growth. The recent McKinsey report suggests that this high growth will continue. We believe that this region will continue to be the fastest growing market in the world in the next 4 to 5 years and will be of great value to us.

The mainland is particularly important. We have told our investors that in the next three to four years, we will open 100 stores in China, and now we have 57. We have increased investment and digital marketing here. We have just built an office in Shanghai, and we have formed a team of 45 people in 6 months.