Interview With Chen Jun, General Manager Of Nanjing Unicorn Costumes Co., Ltd.

Moderator: the guest we invited is from Nanjing Unicorn costume Co., Ltd.

General manager.

Chen, welcome.

Answer: Hello.

Moderator: Chen, I know that our Nanjing Unicorn costumes Co., Ltd. was founded in 2001, and has gone through more than 10 years of development. I would like to ask you about what kind of development process our company has gone through and what kind of development it is in.

A: Well, it should be that these ten years are just a very good time for many domestic brands to pform from the 98 years after the financial turmoil to a brand growth domestic brand. We are also making use of these ten years through steady development. We should say that we have gained a certain market share, and the overall upward trend is good.

Moderator: in your company's official website introduction, for

The culture of the brand is described in this way: inheriting the elegant costume culture of the Republic of China and combining the romanticism of France.

I wonder how own 's combines these two styles together.

It is an impression that ten years ago, we should say that the operation of the brand in the market is not too much of the brand operation, and the brand of the whole market is not too much. It is more of a concept of selling clothes. The concept of brand operation is still very weak. We took into account our position in the whole market at that time, including our design concept, which is different from our traditional clothing enterprises. Therefore, from the very beginning, we wanted to play the personality card and want to release the individuality. In addition, we now have women's desire for beauty in their hearts, and the pursuit of individuality should be said to emancipate the mind. I think this is a trend, because France is a country with a strong romantic culture, so we integrate the romantic elements into our products, so this is our initial consideration. Answer: Yes, because everyone should.

Host: so what kind of consumers do our products aim at?

Answer: the consumer group should say that in the past ten years, every year through continuous adjustment and positioning, now look back, it should be said that we still have a certain economic foundation, we commonly known as a lady, after the age of 25 married women, they should say that there is no pressure on life, work is relatively stable, the family is more stable, pay more attention to their dressing, and more importantly, they have the economic foundation, we are targeting such a consumer group.

Host:

The update speed of popular elements is very fast, and the power of design is particularly important.

What kind of designer team does Unicorn have?

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It's considered an old man, but not a joke. Our design team is very dynamic. Some of the designers who have worked in some Brand Company have formed a team through them. More of them are the feedback of the market and the use of information, as well as their own professional team. The speed of brand design is still faster. The company requires both from the market and at the same time, higher than the market, not entirely imitation, nor is it plagiarism. So it should be said that with its own innovative elements, and a study of our future consumption of women's living conditions, and then integrate into our products to launch some of the better clothes that we all like to try on. A: we should be the average age of the whole company is between 25 and 28 years old.

Host: what marketing strategy is currently used in the own 's brand? What is the current performance in the domestic market?

　　答：目前 應該說我們一個民營企業，它面臨的一個生存壓力和經營壓力其實是多面的，一個好的品牌就是我們在切入市場的時候，是采用了一種穩扎穩打的態勢，并沒有完全的放棄自己的風格，完全要靠量來去做，所以我們堅持了這十年，現在回過頭來看，傳統的一種銷售渠道我們也是現在為主的一個銷售渠道，主要還是在于華東地區隸屬于華東，附屬于全國，跟主要的百貨公司和商場進行合作，在2007年左右我們就開始研究電子商務，電子商務這一塊兒我們2010年到現在已經取得了不錯的一些業績，也培養了一些隊伍，今年這個電子商務的增長還是比較大的，傳統的市場就是以傳統的營銷模式和商場進行聯營的方式來走，那么我們在商場的選擇上，我們現在更慎重，一些既要關注到我們品牌成長性，但是同時也要考慮到品牌的效應，所以說這兩者走起來就是對

City, in fact, the consumption demand of these cities is relatively small, relatively scarce, and the state of retail is lagging behind. Through such a cut, through the actual operation, we now seem to have been booming both in production and marketing and in growth. Compared with our provincial capital cities, its profit margins are even bigger and higher. I think now the brand sink and how to really connect with consumers now we have made some efforts in this respect. Electronic commerce has actually opened up a consumer channel for B2C. Although we have opened a store in the operation with Taobao, we have opened a special store in the whole country, and its coverage is still very wide. We will increase the investment in e-commerce in the past three years. The choice of shopping malls is particularly important. At the same time, we will not give up the two tier market, including some counties with economic foundation.

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Host: own 's has set up an advanced clothing custom shop. What kind of business does it mainly undertake?

　　答：現在因為都是年輕人，大家的思維也比較活躍，他們也想嘗試著走走國際貿易，我們這個國際貿易有別于傳統的外貿做法，傳統的外貿做法是貼牌加工的，以量取勝，我們現在和阿里巴巴在合作，主要以我們的產品為主來合作，通過阿里巴巴國外的一些買主看到我們的產品來下單，同時它的附加值高于一般意義上的外貿產品，當然我們也有所控制所謂超過十萬件以上的，或者是更高的，就不是我們的客戶，我們重在于一些附加值高一點的客商給我們的產品來直接下單，這個通道現在我們也在做，任何的形式一方面通過國際貿易合真正世界上一流的女裝品牌進行對接，當然這是我們的目標，他可能看中我們的團隊能力，看中我們的設計能力，這是彼此高附加值的模式，而不是傳統的貼牌加工的模式，我們通過這個形式來增加我們內心的附加值。

Moderator: Thank you, Mr. Chen. I wish our monologue dress company better and better in the future.

A: OK, thank you.