Women'S Wear Brand Jiang Shaoqing General Manager Interview

Reporter: we all know.

It is the women's clothing brand of Hongkong free point dress limited company. For the time being, what kind of enterprise is the freedom point? What kind of market background has it created the M1BANU dress brand?

Ms. Jiang Shaoqing: Hongkong freedom point

The company was founded in 1998 and has a history of nearly 14 years.

Since its establishment, the liberty point has three own brands, namely, the fast fashion women's brand, MI Banu, the high-end women's clothing brand Nancy and the fashion men's wear brand H&Y2003.

Over the years, the operation system of the company has matured, and has become a well-known Brand Company in China, which integrates R & D, production, sales and management.

Before engaging in clothing brand management, the freedom point is a regional agent of a well-known clothing brand. It is also the operation experience and the enthusiasm for the clothing industry and the terminal sales management ability of high quality. The regional sales outlets with free points have been expanding steadily in an orderly and stable way. There are many self selling terminals, which have established certain channel influence on the channel, and the company is not satisfied with everything gained in the agent's position. It has always held the dream of its own brand building. Therefore, at the ripe stage, we set up a free dress and set up the M1BANU brand.

Reporter: how does M1BANU create a brand on the basis of such a stable market? What kind of channel operation mode is adopted?

Ms. Jiang Shaoqing: M1BANU is a brand that is located in the city fast fashion lifestyle costumes. The consumer is mainly targeted at 25~35 years old, urban women who are sensitive to the quality of life and are sensitive to fashion and fashion. They have a unique understanding of life and a special aesthetic standard, and have strong economic purchasing power.

The product positioning is in line with the daily wear demand of the urban women. No matter in the street, workplace or all kinds of social occasions, the ladies who love beauty can find the most suitable clothes, accessories and shoes bags in M1BANU, and become the most dazzling pearl in the party.

At present, the fashion of M1BANU has been blowing all over the country. The sales outlets are mainly direct stores and franchised stores. Some of the dominant business district stores are subsidiary, and sales outlets are distributed in Southern China, central China, East China and the coastal cities of the Pearl River Delta.

Reporter: what is the current state of operation of M1BANU? What are the major moves in the near future when the domestic economic environment begins to pick up?

Ms. Jiang Shaoqing: since its establishment, M1BANU has opened dozens of franchise stores in Southern China and has nearly a million VIP base consumer groups. With the increasing number of franchise chains, the number of stores and loyal customers of brands are steadily increasing.

2012 is a crucial year for China's clothing industry. It is also the brand integration year of M1BANU. This year, we upgraded from brand image, product development, production technology, sales management and so on.

We will open a large flagship store in the commercial center of some key cities with the latest brand terminal image, and expand the surrounding two or three line market by taking the form of dots.

With many years of experience in the management of apparel chain operation and the supply system of the company's headquarters, M1BANU has formed a set of replicated terminal operation management mode. In 2012, it expanded the national market in an all-round way, striving to take root in the blank market and concentrate on intensive farming in the existing regional market.

Reporter: a good marketing network is attracting more and more people to join M1BANU. What kind of advantage has attracted the franchisee? What policy support does the company have to the franchisee?

Madam: first of all, M1BANU is positioned as a fast fashion women's clothing brand. It has a systematic analysis of the fashion trend and market trend. The company's powerful design and research team has a very accurate grasp of fashionable money, rich product structure, high frequency of new updates, updated styles, new weekly and updated dozens of new models every week, which can effectively attract customers and improve the frequency of customer consumption.

Secondly, M1BANU headquarters has a sound operation management and control system and terminal training system, from the new store decoration, business planning, shop management, personnel training, goods management have perfect management and training mechanism, so that franchisees can easily and quickly grasp the terminal store management.

Moreover, M1BANU's terminal stores have formed network coverage and have certain brand influence and chain effect.

M1BANU provides a "zero join fee" policy to the brand franchisees who are interested in cooperation, plans for its comprehensive promotion activities, and systematically trains the terminal management and operation system and terminal personnel in conjunction with the brand advertising of local media resources every year.

In addition, shelf support and 100% return is to ensure smooth flow of goods, without franchisees to bear inventory risk.

Reporter: how do you view the fashion trend of the fashion industry?

Ms. Jiang Shaoqing: fast fashion for domestic brands should be a foreign word, accompanied by several internationally powerful clothing ZARA, H&M, MUJI and other entry into the Chinese market and present in front of us.

So what is fast fashion? Is fast fashion a style or a series of reaction actions?

In fact, it should be a mode of operation. It is a business mode that closely follows the trend of fashion and quickly pforms into consumer goods to supply the market first.

At present, in the mature market of women's clothing, the emergence of fast fashion is also the phenomenon of fast fish eating slow fish and big fish eating small fish. Undoubtedly, such as ZARA and H&M, this is the big fish in the pond. Whether it is brand building, the location and size of terminal stores, the operation capacity of R & D team and headquarters are all comparable to ours. However, this mode of operation can be used for reference. The market is an ecological chain. Big fish also have nowhere to go and no place to eat. As a number of local brands, they should take the lead in analyzing the market and find out the gap and entry point of the market, so as to prepare for the opportunity to seize the opportunity at any time.

Reporter: how do you enter the garment industry for yourself? What is your admonition for the new industry?

Ms. Jiang Shaoqing: at that time, when I entered the industry, I was still young. My ideas were relatively simple. It was simply "to create beauty". I hope I can do my best to make friends and customers around me pick out their favorite clothes and show their most beautiful and attractive side.

For newcomers, there is no room for admonition, hoping to share an interesting story with them.

Researchers at a university in the United States have conducted an interesting psychological experiment called "scars".

They declared to the volunteers involved that the experiment was designed to observe how people react to strangers with physical defects, especially those with facial markings.

Each volunteer was arranged in a small room without mirrors, and a professional makeup artist in Hollywood made a bloody and shocking scar on his left face.

The volunteers were allowed to use a small mirror to take care of the make-up effect, and the mirror was taken away.

The key is the last step. The makeup artist says that a layer of powder should be applied to the surface of the scar to prevent it from being erased.

In fact, the makeup artist secretly erased the traces of make-up with paper towels.

Volunteers who had no knowledge were sent to the waiting rooms of hospitals. Their task was to observe people's reaction to their facial injuries.

When the time came, the volunteers returned without exception to describe the same feelings - they were rude, unfriendly, and always stared at their faces than before. But in fact, their faces were no different from what they used to be.

This is really a thought-provoking experiment.

We often make great efforts to understand others, to know others, but seldom spend energy to understand ourselves and know ourselves.

In general, we can not directly see ourselves, only through the mirror and photos.

Similarly, we generally recognize ourselves through other people's eyes. Everyone in your eyes is different. There are 100 people in 100 eyes. You have one thousand people in 1000 eyes. You are different in different people's eyes.

So what are you really like, and where are you really?

The "scar experiment" clearly tells us the answer: in the heart, a person who is restless inside is even restless, even though he is in a quiet place.

No matter in pursuit of wealth, happiness, tranquility, safety...

Look for it in your heart, where there are endless resources and energy.

Only by looking at oneself correctly can we see the world clearly, and the quality of our heart is linked to our personal achievements.

How big the heart is, how big the pattern is.