Interview With Tao Weihua, Founder Of Jane Shang Fashion

Tao Wei Hua

It was she who went overseas to make Chinese white collar women really enjoy the costumes and life.

It is her, in order to create a new clothing brand, resolutely changed the traditional mode of running for more than ten years.

It is her, in order to build a professional design and marketing team, and resolutely integrate existing resources.

Let's get together. Tao Wei Hua Listen to Jane's growing story.

Q: How did you first think of creating the brand of "Jane Shang"?

A: there was a very direct reason at that time: one day, I suddenly found that there was no suitable clothes in my wardrobe. All clothes are too formal, very rigid in their behavior and mood, or sportswear, but leisure and entertainment are not suitable for any work and business occasions. From this I thought that there might be a large number of female friends who were worried about dressing for me, so I started the idea of creating a new brand.

Q: where does your inspiration and ultimate positioning come from?

A: after I started this idea, I went out for inspiration and went to Korea, Japan, France and other international fashion centers. Because these countries are the source of the fashion trend, and because the economic starting point is relatively high, a large number of white-collar workers have appeared many years ago, so they want to see how they deal with the contradiction between this demand and supply.

Q: it must be a rewarding trip.

A: in addition to learning a lot of advanced Clothing concept Besides, the most important thing is to find a very important thing, that is, knitwear can also be very fashionable. Domestic knitted costumes were very conservative at that time, and most of the buyers were working-class. They only considered the basic problems of whether they could wear or keep warm. In foreign countries, the fashion trend of knitwear has been formed through shuttle knitting combination, Mashup, and some innovative collocation of design styles and colors. So I strengthened my mind and fashions a different dressing concept with knitted apparel and fashion elements. This kind of clothing can not only keep the simple, bright and solemn atmosphere of the knitted garments, but also make the wearer out of the rigid work and social pressure and make full use of the fun of life with a casual and fashionable style, so that there is "Jane Shang".

Q: it must be hard to start a business. Because I know before that you have been engaged in clothing wholesale industry for a long time, and the efficiency is very high, suddenly giving up stable income and market, putting into the research and development of fashion products and the development of new market, the pressure from the surrounding must be great.

A: Yes, at that time many friends and some partners were very opposed, especially my husband, because at that time there were very few such clothes in China, most of them were mainly based on the safety of the public, and the most important thing was that the consumer's concept of consumption did not have such a position. Even if we buy fashion, we will not consider knitting products, because at that time, the impression that knitwear could never get rid of the old and heavy impression. He worried that I would not fail if I had no market.

Q: in addition to these external factors, is there any difficulty to overcome?

A: talent. This problem has not been solved thoroughly now. Because we want to pursue this concept, we need a large number of basic skills, and most importantly, the design talents that we can keep up with. Thousands of troops are easy to get, and one will be hard to find. Besides, I need more than one or two designers, but a perfect design team. Therefore, I have always paid great attention to the internal construction of the team. If the internal construction is good enough, I can attract more talents from outside. I call it "decorate the garden, and the bees will come in naturally." And these bees are just what we need. Because the design team that I have built up is not enough. Their ideas were taught by me and helped them grow up. At the same time, they also restricted their divergent thinking. Therefore, the fresh blood of foreign designers is particularly important. Until now, we have not stopped the strategy of training and introducing talents. When I recruit people, I usually do not attach much importance to these external things such as education and age. I will absorb people as long as they are competent for their jobs, have strong sense of responsibility, and love learning and team spirit. Every member of the company is my family. I have a very good relationship with them. Every year, I take them out to travel and celebrate their birthdays. Look at the conference room of our company. We often do birthday party for our employees. As long as I am not on a business trip, I will play with them basically, and I will make cakes and flowers for them.

Q: I believe under your leadership. Jane Shang There will be more and more talents, and I wish your team more and more powerful. (Xie Xie) from the current shopping malls response, we can see that you have the right vision, and more and more customers are gradually accepting your ideas. But more and more manufacturers and businesses have noticed this market, so competition will become increasingly fierce. In such a competitive environment, how do you think Jane is going to survive?

A: I think the most important thing is to focus on customer service. Almost everyone is saying that customers are God, but they can only be called slogans if they can not be put into practice. So I think the best way is to use action to prove our attitude towards every customer. The most basic requirement for my employees is to be responsible to every customer and never to finish the order. In fact, it is not only for customers, but also for customers and sales terminals. Entering every shop of Jane Shang, customers will feel the warm service of the guide. They will first ask the customer what kind of occasion they will attend or who will give it, and then recommend customers to choose the right color and style. When the sales terminal has completed the sales quota, the company will be responsible for some decoration and other expenses every year. We have professional market supervision. When we find that the terminal store has truly promoted the brand role in the market, the company has the corresponding reward system. This is to make the image of the company deeper into the heart of the customer. Every customer, every shop and every consumer is the motive and reason for our survival.

Q: along the way, do you think your wishes have been realized so far? What's your next plan?

A: not yet. If we want to go slowly, we should not only have a lofty ideal in life, but also need to refine every small target in different stages and achieve it step by step. Now we plan to establish hundreds of sales terminals in more than 30 cities, and will form a win-win situation with many partners. Then I am going to set up knitting life club in some of the first and second tier cities in China. This is not a simple clothing sales terminal, it can provide customers with an in-depth understanding of our brand meaning from environmental layout, clothing display, image consultant and so on.

But this is only part of my ideal. No matter how the channel is popularized, it is ultimately a goal that every woman can pursue her career while enjoying life. Women are complex. As a woman, I know the multiple roles of women in today's society. Every woman has an ideal in mind, a successful career, a harmonious family, and a relaxed and fashionable way of dressing herself. And what we need to do is that every customer can find the balance between work and life, career and family when they wear Jane's clothes, and realize their pursuit and value from dressing up. That is my wish and ideal.

Postscript: Tao Weihua is a person who is good at life and good at learning. Whether it is all kinds of green plants in the office or books on the shelves, all of them have witnessed her enjoyment of life and pursuit of career. Since its establishment for a year, Jane has steadily and steadily stepped out of its own business path and gained good reputation and praise in the industry and its partners. Nowadays, there are many knitted fashions, knitted, woven, combined and Mashup, which are playing the label of Jane Shang. They are making Chinese white-collar women more intelligent and fashionable. More and more people understand that the role of knitwear is not just about warmth. We have every reason to believe that Tao Weihua will lead his team from excellence to excellence through the realization of the ideal of "happy work, happy study and happy life".