Interview With GUCCI Shoe Sales Director Of Guangzhou

A lofty aspiration is in the sky.

After more than ten years of excellent operation, GUCCI shoes industry has developed from a dream and a blueprint to the development and manufacturing capabilities of women's shoes that are comparable to those of Europe and America.

In 2012, GUCCI set up a new shoe R & D center to build an international design team, so that GUCCI in the fashion trend research, production process innovation, high-tech composite material application in the forefront of the footwear industry brand.

Guest of Honor: Zhang Mingliang, marketing director, GUCCI shoe industry (China) brand operation center

Reporter: today we are very honored to be invited to the GUCCI shoe industry director Zhang to accept our interview.

Hello, director Zhang!

Zhang: Hello!

Reporter: can you tell us about the main brand characteristics of GUCCI shoe industry at the beginning of the interview?

Zhang: Yes.

The main brand feature of our GUCCI shoe industry is our brand's distinctive national character. In the context of the footwear industry's European and American fashions from products to concepts and names, our brand is persisted in sinicization and won the Chinese consumers rooted in the aesthetic appreciation of Chinese culture.

Reporter: let's take GUCCI as the leader of Chinese women's shoes. How did it complete the accurate positioning of the product?

Zhang: in the women's shoes industry, we first proposed the inertia of product LED thinking, instead of following Paris and New York blindly and following the western fashion culture blindly.

Standing on the Chinese market and the perspective of Chinese consumers, we should consider the products, consider the consumers' cultural psychology, aesthetic habits and consumption ability, and plan products around the consuming groups themselves, and selectively absorb them instead of putting the products of European and American flavours into Chinese consumers.

Interviewer: well.

We all know that homogenization has always been a stumbling block for shoe companies. What are the competitive advantages of GUCCI in view of the emergence of this phenomenon?

Zhang: the root cause of homogenization is the lack of creative plagiarism.

GUCCI regards innovation as the core competitiveness of enterprises. In terms of products, we do not blindly plagiarize, based on the judgment and Research on the aesthetic judgment of consumers and consumer groups, and the localization of the fashion highlights in Europe and the United States naturally forms the differentiation and specialization of our products.

Reporter: we all know that your company has invested a lot of money this year to establish a new shoe research center. What positive effects will this initiative bring to GUCCI shoe industry?

Zhang: the establishment of GUCCI's new shoe R & D center is the latest effort of GUCCI to realize product differentiation and specialization.

The completion of the R & D center has made GUCCI's products closer to the Chinese market, to a greater extent, meeting the needs of the Chinese middle class consumers and increasing the cultural character of the Chinese footwear brands.

Interviewer: Well, OK.

With the advent of the Internet age, many shoe companies are trying to promote water network marketing.

Why did GUCCI shoes choose to cooperate with China shoe net at this time? What expectations do GUCCI have for this cooperation?

Zhang: GUCCI attaches great importance to and actively utilizes network marketing channels, and has long-term cooperation with Baidu, Google, Sohu and other Internet media.

As a professional network platform for footwear industry, GUCCI shoes hopes to achieve the goal of integrating footwear industry resources and developing industry cooperation through cooperation between the two sides.

Reporter: it is understood that GUCCI regards terminal stores as the pillar of brand survival and development.

How to attract franchisees to promote the development of terminal stores in the face of the pressure of high rent and rising wages?

Zhang: the pressure of high rental and rising wages is a problem facing the whole society. It is not unique to our footwear industry.

GUCCI strives to combine a marketable product, reduce store inventory, strengthen consumer services, and increase brand promotion skills and efforts, which is ultimately reflected in the continuous improvement of the store's ability to compete for consumers, so as to ensure that GUCCI shops' profits have greatly improved, and franchisees will naturally be attracted.

Therefore, GUCCI does not consider how to attract franchisees, but is committed to the continuous improvement of store retail business capability.

Reporter: we all know that GUCCI shoe industry has created a miracle. In the winter of 2008, the growth rate of GUCCI is still up to 80%. What is the secret of success?

Zhang: no matter how depressed the market is, the billions of people in the world need to wear shoes, then the recession that GUCCI understands is the untimely operation of the original business practices. Therefore, we promptly adjusted our business ideas to market opportunities, and brought into play the advantages of cost control, quality assurance and product design capabilities, and then achieved high speed growth.

Reporter: all right.

Guangzhou is one of the largest shoemaking bases in the world. So is our company designing the operation center in this place? Is it also the development potential of the Guangzhou shoe market?

Zhang: GUCCI's choice of Guangzhou is due to Guangzhou's talent advantage, industry design advantages and information superiority. We need to integrate these resource advantages to form our brand's core competitiveness, so we put our brand operation center in Guangzhou.

Reporter: GUCCI has also experienced a rough development process today. So what is the belief that GUCCI continues to go on?

Zhang: the belief of GUCCI is to win honor for the Chinese in the fashion industry.

In the past, this belief promoted us to create the best shoes in the world, so today we have made the world's top brands have chosen to cooperate with us.

Now this idea supports us to build up the national brand of GUCCI, and win the respect of the world with the fashion brand that condenses Chinese wisdom and Chinese culture.

Reporter: what is the future development plan for GUCCI entering the new century?

Zhang: GUCCI's development goal is to become the best brand in the Chinese women's shoes industry and promote the nationalization development of China's fashion industry.

Reporter: all right.

We are very grateful to Director Zhang for taking the time to accept our interview. We also hope to see a new breakthrough in GUCCI's future development.

Zhang: Thank you!