Interview With MS. Zheng Jianzhi, Design Director Of BOBO STUDIO

October 18, 2011 ~19 day 2011 Shanghai international fashion

The BOBO STUDIO, a design studio specially designed for underwear brand, is unveiled at the exhibition. It shows the strength of the Chinese underwear industry that is emerging and developing.

The Chinese underwear fashion net reporter interviewed Zheng Jianzhi, the design director of BOBO STUDIO, who gave us a comprehensive interpretation of BOBO STUDIO.

Reporter: can you tell us about BOBO STUDIO? Is it included in design and production?

Ms. Zheng Jianzhi: BOBO STUDIO is a professional underwear and clothing manufacturer, focusing on home clothes and underwear. Aiming at brand positioning and product access, we are committed to researching, designing and developing products that conform to the brand character, including underwear brand design and production.

We can provide production matching services, and it is very necessary for the guests to think that their production capability is not strong enough.

Because from product design to product presentation to consumers, there is a great need for professional processes.

This is not only a question of manufacturing, but also a question of conceptual pmission. We need to see what our customers are good at, maybe in the marketing network, maybe in production control.

The sense of organization is very difficult to match up, we need to provide quality control, from product design to the presentation of the entire product, which is designed to a lot of links, are very professional.

At the same time, the relationship between design and production is very close. If the simple design is only limited to the display of goods, it does not take into account the problems arising from the production line or actual production, including what problems will arise after wearing.

These considerations can not be achieved by many pure design companies, and our whole process from design to implementation will be considered and controlled.

Reporter: so what is the BOBO STUDIO design team?

Ms. Zheng Jianzhi: I am responsible for product design, and the other is some trends. There are professional trend consultants to interpret and import long-term trends, and collect some information around the world, including some authoritative information organizations in the world, as well as the relevant screening of categories, and classify these information.

Reporter:

What brand design services are currently available? Can you give an example?

Ms. Zheng Jianzhi: for example, Manifen, the basic bra class, leisurely and beautiful, home clothes, this is a long cooperation brand, from 05 years began to cooperate with the experience.

Our service is also mainly aimed at the development and design of high-grade, making women's underwear directional design and development. They don't make much body sculpting, but they do function. For example, the thermal clothing has a slight body shaping function, and its own fiber has the effect of body building. When we develop, we can add this kind of function of the fiber, and feel better after wearing the body.

Reporter: what are the design concepts of BOBO STUDIO? What is the biggest difference between designers and brands?

Ms. Zheng Jianzhi: we design the key concept: the product relaxes the mind and body, balances, relaxes, and protects the environment.

The core is based on the brand, the area it focuses on.

Those who work with us recognize our ideas.

Because our designers know more about the product itself and have a better understanding of the brand concept.

We can tailor a plan for you.

But for the designer in the brand, it is necessary to thoroughly penetrate the service of the brand.

The biggest difference between us and them is that we can jump out of the constraints within the framework of the brand, see what we can not see, see the problems that can not be solved internally, and stimulate fresh inspiration and blood.

Now many brand design cooperation modes need internal and external integration.

For example, the product is part of the brand spirit, production practice is part, and the marketing team is part of the three parts.

Ultimately, it should be realized by product. It is not all, but the most important part is the core. After defining the product frame, the external brain is to integrate the core spirit into the whole product concept.

The design inside the brand is stronger than the single item, but the overall grasp is weak.

Our strength lies in the integration of various brand strengths, from outside to inside constantly.

Reporter: what underwear categories do BOBO STUDIO do?

Ms. Zheng Jianzhi: mainly in the field of underwear, underwear is the main difference between men's underwear and women's underwear. The difference between men's underwear and women's underwear looks and styles need not be said much. I think comfort for men's underwear is very important, especially for men's underwear. We also pay great attention to the pboundary of underwear. We also diffract the production category, but we think each of them has a specific wearing environment.

For example, home furnishings, there is now a kilometre clothing, furniture life near the home wear, but if it comes to work on formal occasions, it is not very appropriate.

There are also women's underwear with their coats.

It is a trend for underwear to wear outside, and the pace of life is speeding up. It is impossible to change many sets a day.

However, as housewives in Europe and America spend a lot of time at home, it is not a problem to wear household clothes one day.

In Japan and South Korea, there are differences in the consumption of underwear, because different weather, lifestyle and home environment are all the great differences between underwear consumption and demand.

Interviewer: what do you think is the advantage of BOBO STUDIO studio?

Ms. Zheng Jianzhi: the biggest advantage of BOBO STUDIO is professionalism. We only have 4 divisions in design: one is responsible for product design, the other is product trend, and the other is the design of different types of labor, such as basic underwear and warm clothing, household clothes.

Then it is for the brand of supporting packaging accessories, brand publicity ideas (internal labeling system VI, publicity strategy, audience groups are those, how to convey the concept of vision is also how the product is presented, this season design theme, album) is to serve the brand.

Reporter: what are the future plans of BOBO STUDIO? Do you have the idea of creating your own brand?

Ms. Zheng Jianzhi: my company is a design studio created by myself, starting from 04 years.

The early stage is mainly in the design of the service, from 07 years to do the whole.

Production.

At present, ODM is mainly designed. We are also planning to build our own brand next year. Now we are going to do some preparatory work, such as contacting some channel links, including collecting large data in some industries.

Having their own brand is also the greatest aspiration of designers.

Reporter: what do you think is the difference between making a brand and doing ODM design?

Ms. Zheng Jianzhi: from a structural point of view, we need to strengthen the marketing field. From the product point of view, we have reached a fairly high level, and our evaluation is quite good, including the sense of design, the breadth of products, the novelty of products, and finally we grasp the concept of quality control and concept.

At present, the height of our products is also difficult to surpass. Therefore, all our later work focuses on how to strengthen marketing channels.

Reporter: what kind of brand concept do you create when you create your own brand?

Ms. Zheng Jianzhi: age is not the most important line. I think quality is very important. Besides, the sense of design is also important. We will keep digging in this field. In order to embody the sense of quality and design of the product, the core is to serve the current people's life and meet the current needs. We hope that the sense of design that we experience is a great advantage, with the ability to use the product, the sensitivity to the trend of fashion, and the balance and relaxation I have emphasized, which is good for the human body and good for the ecosystem. This is also the aspect that we should do in terms of brand.

For those who care about quality and enjoy themselves.

We will start with a certain category and extend it.

It must be closely related to personal life, imaginative and colorful, reflecting the interest of life. Our design must take life as the background and center service.

A tendency to feel joy from within.

Reporter: what do you think of the Chinese underwear market?

Ms. Zheng Jianzhi: I think the underwear market is in the embryonic stage of development now. Underwear is the most powerful, with great prospects for development and great market growth. I am very optimistic about this market. The huge market capacity of mainland China will bring unlimited space to the underwear market.

This trend is better than that of women's clothing. It seems to be springing up and has great potential. This market space has also created a trend and platform for the future development of the whole design. Without market, there will be no room for growth.