Interview With Chen Xiaoxuan, President Of Nicole Garments Co., Ltd.

He was always shy and polite, and the hard baptism of the years seemed to have left no mark on the young face.

He often talked freely and talked about the future, and showed his ambition and firm dream for a new industry.

Innovation is more than just practice.

With its international brand strategy and foresight development plan, Nicole can cooperate with the world city tour Miss international competition to create a fashion event and share a win-win platform. Once again, we will show the new image, new posture and new pformation of Nicole as a pioneer of the cultural brand of home furnishing.

Reporter: what is the original intention of Nicole children's choice of cooperation with the world city Miss Tourism international competition? What is the deepening and upgrading of Nicole's brand connotation and cultural value through the platform of this international beauty contest?

Chen Xiaoxuan: as a joint organizer of the Guangdong competition, Nicole has attached great importance to this competition.

Culture, fashion industry and brand promotion have the stylish, international and professional communication effects and platform value.

At the same time, we will rely on the strong media platform of the organizers to launch an all-around, in-depth and multi angle brand promotion campaign.

After the game, Nicole will appoint the brand image spokesperson from the championship, the Asian, the third army, the ten best and the single awards. The event will be established with the beauty and fashion, and Nicole will fully expand and deepen the radiation and influence of the brand publicity.

Reporter:

How will the brand achieve win-win cooperation with the international beauty pageant, and further play the cascading effect of brand radiation and tournament influence?

Chen Xiaoxuan: as the world's top beauty contest in the combination of fashion culture and fashion industry, the world city tour Miss international competition will converge around the world fashion, develop the "charming economy", expand the fashion culture, fashion industry and beauty benefits to China and the world, and will fuse many fashion industries to lead the fashion consumption trend.

At the top stage of the world beauty contest, we will take this as a new starting point and strategic height to promote the brand of nikor brand, set up the brand image of the fashion leader of China's home furnishings, comprehensively enhance the brand's international vision and industry influence, and spread Nicole Korean fashion comfort, warmth, health, fashion, comfortable and exquisite life style to all sectors of the society, lead the fashion life trend of the home clothing consumption field, and deduce the high quality, diversified and elegant home culture concept.

Reporter: would you like to introduce the concept of home furnishing culture advocated by Nicole brand?

Chen Xiaoxuan: Nicole is the design concept of "health, fashion, comfort and delicacy". Under the leadership of the enterprise concept of "high efficiency, innovation and win-win", we spread the home culture with our heart, bringing the comfort and warmth of Korean fashion to the fashionable family in China to create a comfortable and exquisite home life atmosphere.

Home clothes are not only confined to the category of clothes, but also represent a kind of culture and a rare way of life.

Reporter: what do you think of the development trend and pattern evolution of the home furnishing market in the future?

Chen Xiaoxuan: I think that the broad prospect of home furnishing market is now a good opportunity for the development of home clothes brand. The development of the future household clothing market will be dominated by brand management, and the market competition will be more and more intense.

The key to quickly occupy the market is not only to work hard in product design, but also to enhance the connotation of brand.

"Centennial enterprise and centenary brand" is the latest goal of Nicole children's company. We will lead Nicole team to build a perfect sales network, take the brand chain monopoly as the direction of development, and constantly spread Nicole's home furnishing culture and fashion consumption value, and fully open the towering business travel of home furnishing.

Reporter: looking forward to the future, what kind of development strategy and brand idea will Nicole develop to create the market competitiveness of enterprises?

Chen Xiaoxuan: first of all, people-oriented, this is not only the purpose of our enterprise management and operation, but also the guiding philosophy of our product production. It is our core driving force for brand building and brand promotion.

The success of a brand is the result of joint efforts of employees, suppliers and channels.

In Nicole, we strive to create "family culture", "take partners as family members", and turn businesses into families with a harmonious atmosphere.

Reporter: Why did you choose to engage in the home furnishing industry at the beginning of the venture? What kind of development process and brand road have Nicole experienced?

Chen Xiaoxuan: since the founding of Korea International Limited by Share Ltd in 1999, we have established the development strategy of home furnishing as the core product and adhered to the brand development path.

The reason why I choose to enter the home furnishing industry is precisely because China's home furnishing industry is still at the initial stage of its development, and the market potential is less than 10%. After a series of surveys, I was pleasantly surprised to find that this is a bigger market than it imagined.

At that time, the domestic understanding of the concept of "home clothes" still stayed in the narrow field of traditional "pajamas". The industry was immature and the consumption concept was lagging behind. There were few enterprises in brand operation, and the homogenization of styles and concepts was serious.

However, the value of products ultimately needs to be improved and realized by brands. Only by interacting with consumers' inner demands and catching loyal consumers can we make them stronger and bigger.

As a matter of fact, after years of development, the brand war between enterprises has quietly begun. Only with the development of branding, will the home clothes have stronger vitality and greater development space.

In 90s, with the introduction of Korean dramas and Korean wave, the "Han culture" sprouted in China. We decided to introduce Nicole brand from South Korea in pursuit of the Korean fashion home fashion.