Exclusive Interview With NOVO RETAIL, Executive Director Of Commercial Co., Ltd., Fang Renjie

An offshore

In what way can the brand enter the mainland quickly and accurately?

The introduction of professional magazines and promotion of public relations do not seem to be as cost-effective as finding customers through fashion shows.

A fashion show, with tens of thousands or even tens of thousands of square meters of exhibition hall, attracts hundreds of thousands of brands and tens of thousands of professional buyers from all over the world. After a few days of exhibitions, ordering and negotiating trade, there will be many fashion brands that are famous or well-known.

However, not all fashion shows can be "beautiful". Only the branding fashion exhibition with clear positioning, convenient communication and efficient operation is the general trend of the exhibition industry.

Hold a fashion show, a small test knife.

"Now in China, all kinds of Clothing Fair, fashion fair, fashion week, costume festival, clothing

The comprehensive exhibition and professional exhibition such as home textile sewing equipment exhibition and other professional exhibitions show up, and the number is much higher than that of Germany enjoying the reputation of "Convention and Exhibition kingdom".

But some young friends often complain to me why the fashion brands of domestic department stores are very similar, and their categories are not very rich. Many things are to be bought in Hongkong and Japan.

During the interview, NOVO RETAIL still wanted the CEO of commercial limited company Fang Renjie to throw a difficult problem to reporters.

"I told them that many fashion brands in the world have taken a fancy to China's huge business opportunities. They want to shop in China, but they lack efficient and precise communication channels.

Although there are a large number of exhibitions in China, the brand of China's International Clothing Fair, which is held in Beijing every March, is called the "Big Mac" in the industry. There are only a few of the 17 Dalian international garment festivals (now renamed the China International Garment and Textile Fair). Most of them are the same form, vague positioning and traditional fashion exhibition.

Fang Renjie only had the idea of self made clothing exhibition.

In March 2010, the first NOVO MANIA international clothing brand exhibition with "youth, fashion and fashion" as its theme was launched in Shanghai.

"This is a modern fashion show that truly meets the needs of international brands, distributors, shopping centers and new generation consumers.

The first exhibition was very lively, and more than 100 international fashion brands broke the traditional tradition of categorization by sex according to the series of exhibitions such as "street dynamic area", "popular fashion district" and "cowboy craze area".

We introduce band performances, fashion shows, and magic shows to show young and fashionable lifestyles.

Speaking of NOVO MANIA's China's "first show", Fang Renjie has a strong voice. "After the exhibition, the number of supply and demand agreements is considerable. The unconventional route of the first exhibition is a satisfactory answer."

Diversified interaction and effective communication

Exhibitors like to use the words "professional, diverse, interactive and internationalized" to describe NOVO MANIA.

VANS brand said that its "concept and form is novel, the venue design is fashionable and the atmosphere of the live music is great". PEPE JEANS appreciates the exhibition as "a representative international exhibition on the cooperation between different shopping malls, department stores, franchisees and the media."

In response to praise, Fang Renjie's response was modest: "we have no ambition to eat the whole world, but we have trained the right medicine."

What Fang Renjie calls the right remedy is to meet the needs of domestic commercial real estate, and to satisfy the aspirations of international fashion brands, as well as to grasp the preferences of young people, especially the "post-80s".

Preparations for nearly a year, the second NOVO MANIA has also begun to take shape. In the last "young, fashionable and fashionable" theme, Fang Renjie introduced the fashion vocabulary "crossover" into fashion exhibition. It is hoped that this diversified interactive platform can provide international brands with high efficiency communication with domestic buyers, integrate the interaction between brands and fashion culture, and create a "intersection" of the "post-80s" trend culture, which is also a better reflection of the right remedy.

"Compared with the first session, the second NOVO MANIA, which will be launched in March this year, will almost double the size of the venue and the exhibitors. The brand's booth decoration is also very different in style and full of personality. It will produce the wrong sense of shopping in the international fashion shop, and the brand personality and product style are all at a glance."

Fang Renjie said, "attracting eyeballs is more than that. Then Lacoste (French crocodile) will release its latest product line, NIXON will have a unique music show, artists will also come to the fun, and the mouth watering fashion food......"

Multi brand integration store restructuring business mode

"I believe that in the next 5 to 10 years or even less time, the influx of international fashion brands will change the business models of domestic department stores. For example, each department store will have different brand names from different brands.

It owes much to the emergence of more and more branded fashion exhibitions such as NOVO MANIA. "

Fang Renjie said, "10 years ago, the fashion brand in the domestic market was not enough to fill a 30 thousand square meter CITIC Plaza.

But now, the brand that newly enters China can only queue up to enter these mature large commercial buildings, like the Raffles square's clothing brand renewal speed is faster and faster, is because the commercial building has already been unable to accommodate more brands.

Now, apart from Nanjing West Road, people's Square and Huaihailu Road, Yangpu District's Wujiaochang, Hongkou business district, Hongqiao Development Zone and other non popular business circles have also become the brand's battleground.

In the change of department store mode, Fang Ren Jie especially saw the one-stop shopping space created by many brand stores.

This shopping space has already had a successful precedent in China, such as b+ab, izzue, 5cm and dozens of brand I.T, which are popular among young people, as well as the leisure sports shops assembled by Nike, Adidas, Lining and other brands.

There are many Brand Company who have done the calculation. In the integrated store, the guest stay time is obviously higher than the single brand store 3 times.

"Multi brand stores extend their stay time by increasing the richness of goods, and ultimately bring better benefits than single stores."

Fang Renjie said.