Interview With The Director Of Brand

A woman grew up from a childhood of innocence to an age full of fantasy. Then she took part in her work and assumed social responsibility, or married as a woman and became a mother. No matter what kind of status and status it is, women's love for beauty and tenderness and romance will never change. It is precisely the 12 yearlong day's insisting on the idyllic style and constantly finding the same people and satisfying their desires.

　　 People's Square Always dare to be first. Since 1999, the fashionable women's clothing market has been taking the lead in the pastoral style. Until 2009, micro-blog launched the micro-blog propaganda project without large-scale rise, and then to the new media fashion conference in recent years. I believe that the new year and the future will give us more surprises.

　　 Different focus orientation with fast fashion

Moderator: now Women's wear The competition in the market is very intense. As a fashion dress brand, what do you think is the advantage of the market? Where is the market space?

Tu Qing: now there are many fast fashion brands in the clothing market. In recent years, foreign brands have poured in, and domestic clothing brands are also learning from foreign experience. In the past, the wholesale brands were also doing branding operations. But the biggest characteristic of the mill is that it has been used for 12 years and has always been an original pastoral style brand. The insistence on the past 12 years still benefits from the fact that the founder of the brand has always insisted on taking the pastoral style. At the same time, from the chief designer to the brand team, he has not given up the idea, and has persevered in the market to form certain influence. This kind of insistence is different from the fast fashion brand, because fast fashion brand's tracking, imitation and learning ability are very strong. They have been recognized by the successful market operation. However, the insistence of Li Fang Fang has led it to another way of marketization, that is, it is very precise to find and meet the needs of a fixed part of consumers. It has been proved for more than ten years that such market demand exists. Our customers are also very loyal. Today, we still have more than ten years of loyal customers.

Moderator: from 99 years to the present, what is the change of pastoral style?

Tu Qing: the market is changing all the time. Actually, the place where Mr. Li made his success today is that it has been capturing this change. Pastoral is not only a simple style of clothing, but also a philosophy of life. It is accompanied by young girls to mothers today, as well as young students to grow into a mature woman, their spiritual growth is constantly changing. It is always that when the pace of life is faster and faster, there are always a group of people who want to slow down. Lei Fang Fang has always advocated real romance, from inside to outside romance, spiritual growth, slow life, manual feeling, repetition and retro. Because it has been looking for such a group of people, when found, naturally we have been recognized.

　 International originality and competition

Moderator: Lei Fang Fang started to open up the national market in 2011. In China, for example, there are Hangzhou schools. Some brands also have cotton and linen fabrics. This kind of pastoral style has been successful in Guangzhou. Now, what is the competitive advantage of other brands across the country?

Tu Qing: the success of this brand in the past in Southern China is a phased process. This process has gone through, and now it is developing to the whole country. The brand of "Lei Fang Fang" is actually very internationalized. You can see something very exquisite and very European from the costume of the mill, but in its historical development, it made a lot of design breakthroughs and innovations. So in fact, it has an original design ability to meet the needs of consumers in the first tier and second tier cities. Its creative ability and its ability to link up the first, second tier cities and the international market are very strong, so when it comes to the whole country, it has been successful and smooth since last year's operation.

Host: is it possible to combine the pastoral style with the international trend?

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　　 Smear In the brand style of Li Fang Fang, there is an international trend of 1/3. How can it be said? It has many European pastoral style shadows, which can be seen from the brand operation and product shape of the past decade. For example, the summer and spring and autumn dresses of the mill are particularly classic. This popular and fashionable part is, but not the most important. In the brand of the mill, it has always been a considerable part of its origin in the exploration of pastoral culture. Popularity is only part of it. It is aimed at the current trend of urbanization, which is caused by the tense and fast-paced trend of urbanization. In reverse, its fashionable view is to let people settle down and slow down.

We do not care so much that we must catch up with fashion, but we hope to lead the new fashion concept through our own original. Of course, we have many popular elements in 2012. For example, we have used lace repeatedly in recent years. We made a lot of stitching, leather, wool and lace, making a special handicraft garment. In terms of color, because of the simplicity and nostalgia of the brand, the color of the clothes has always been covered with a gray tone, which is covered with a gray tone on a very bright color.

But in 2012, we also used a lot of apricot, white, and orange, especially orange. In the past, there were fewer clothes in the man's house, but when we used it, we still added the gray tone or the treatment, which is an example of combining with the fashion.

Host: because after all, we are doing business in China. Do you think China's target customers will agree with some of the pastoral designs abroad?

Tu Qing: Yes, I agree. There are foreign elements in the style just now. We just used them, but not all of them are western styles. We have a root searching for culture, but on the design we are suitable for Chinese people to wear. They are transformed rural costumes. For consumer recognition, let me give you an example. Our brand has its own new media publishing platform. Now the coverage of new media is relatively high, and a micro-blog can cover 100 thousand people. So, through our survey of netizens, we found that the top priority of netizens' interest labels is travel, followed by movies, music, fashion and delicious food, which are the top 5 labels. We also conducted a questionnaire survey of thousands of internet fans last year. In the questionnaires we collected, most of the consumers gave a high degree of recognition to the pastoral life we described and the feeling of the brand, indicating that women in the city are fond of dreaming. In fact, this brand is a dream for everyone.

　　 Early start micro-blog promotion in China

Moderator: the information shows that Lei Fang Fang has its own publishing platform on micro-blog's three major portals and online community websites. Can you chat with us?

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Tu Qing: we were actually early, and opened micro-blog on the portal website the year before last (2009). When last year's official operation, we could say that the starting point was almost zero. We achieved an excellent result by using an interactive marketing method. Last year, we made an activity on several platforms, called "old clothes and old man's workshop". Through the initiation of topics to attract fans to participate, network forwarding, and readily patted. We started planning some landing activities this year, so our plan last year is actually a multi year plan. We have built a larger platform and have our own new media platform on nearly ten network platforms in China. On the whole, the promotion of new media is a three year plan. Last year, only the initial platform was built to link all the new media platforms with the official website of the gang. This year we will integrate brand image, brand communication and marketing to solve the need of brand promotion through a whole set of programs.

Host: This is a daring thing to do. Let's talk about "old clothes and old man's workshop". What's the effect of the campaign?

Tu Qing: "clothes and old man's workshop" was launched in April 1st last year. When we started, we launched a project every three months. We made about 4 projects last year. The result is relatively good. Last year, we had more than 10 thousand fans on a micro-blog platform, and the forwarding rate was very high. The forwarding rate of single micro-blog covered almost 110 thousand fans and two fans. This year, we need to open more platforms, including business communities, and so on. I hope we can go to another level this year.

Host: have you ever done any investigation and what group is taking part in this activity?

Tu Qing: I can disclose an audience survey data, more than one thousand fans answered the Internet questionnaire. Statistics show that 56% of the fans are employees, that is to say, they have already worked, and 19% of the students and 14% of the teachers. So students are ranked second in our group. Of course, there are private entrepreneurs, art workers and civil servants. This is the current state of fans of Lei Fang Fang. Quite a few fans answered her income status. At present, all our platforms are not as a marketing platform, but as a concept spreading and cultural promotion. We operate as such a platform. From the results, it is still the mainstream population. We think they are very mainstream.

　 Working with creative societies and artists

Moderator: Li Fang Fang is cooperating with some creative societies and artists, such as the promotion of new media conferences.

Tu Qing: Yes, the brand of "Lei Fang Fang", because it does pastoral style, and our understanding of it is a set of life concepts and even a whole set of philosophical concepts. So when we are doing it, we want to do it from the aesthetic point of view. That is why in 2011, we launched a plan to cooperate with artists. What kind of artists do we work with? Are we working with artists in the gallery, or collaborating with new media artists? When we choose, we choose new media artists, because the new media artists are very interactive. They have the most advanced computer skills and have strong social mobility, action and influence. So we invite new media artists to join us in creating the form of this conference. Our two new launches are invited by new media artists to interpret the plowing man's workshop in the way of new media art. We even invite the new media artists to create advertisements for the brand of the plowing man's house, and tell him what the pastoral and romantic are in his mind in cartoon and cartoon way. At this point, it is mainly because the founder of our brand has artistic aesthetic requirements and foresight, so the new media conference is very early. When we made a press conference in March, including a very sensational new media conference in Beijing, this was a step ahead.

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In August, when we were doing the second phase of the TIT creative garden, it was also a great innovation, because at that time we used some equipment and means which were rare in China. At that time, the TIT creative garden also attached great importance to it. So in August 14th, when general secretary Hu Jintao visited TIT Chuang Yi Garden, TIT creative garden had a team with the Guangdong Provincial Committee at that time. When choosing some items and reporting to the general secretary, we chose our brand. So in the evening of August 14th, because we had a conference, then at the time of the coordination of the TIT creative garden, we made a special press conference at the TIT creative park at 10 o'clock in August 14th. At that time, when the general secretary visited the creative garden, he also watched the effect of the new media conference we put on the big screen. The news broadcast was also broadcast, which is also the affirmation of our innovation.

Host: Thank director Tu for sharing so much with us.