Interview With Zheng Anzheng, Chairman Of An Zheng Fashion Group

　　 Safety fashion The group has three brands, including JZ nine, IMM Yin Mo and an Zheng men's wear, and now there are more than 700 independent brand stores and shopping malls. Among them, JZ nine posture pursuit of the perfect balance of fashion, exquisite and practical aesthetics, can be called self-confidence, elegance, the classic of women. IMM Yin Mo is positioned as an independent, knowledgeable, design inspiring high-end fashion woman brand. In 2012, the positive fashion group achieved a retail sales of 2 billion 800 million.

IMM Yin Mo's brand is expected to start growing since 2014, and the scale of 183 stores will be realized in 2017, with an average of about 30 new stores opening each year. Following is the chairman / CEO of an Zheng fashion group. Zheng an Zheng Sir, we will share with us the secrets of successful domestic women's wear market and how to break through many women's clothing brands.

　　 Rational consumption and international brand mobilization, women's clothing market entered the shuffle stage.

Q: what do you think is the trend of women's clothing industry?

A: at present, the development of women's clothing market is relatively mature, including production, research and development, and marketing. Many clothing brands have entered the stage of meticulous management.

In the western and northern regions of China, it is still in the stage of perceptual consumption, which means that there are still certain opportunities for some domestic brands, but with the increasing rationality of consumers, the duration of such development opportunities should not be too long.

Q: what changes do you think the external environment of the women's clothing market has taken place?

A: the impact of the external environment on China's clothing market is mainly reflected in the increasing number of international brands entering the Chinese market. These international brands generally have a long history and mature market operation means. Compared with international brands, the price of Chinese brands has actually caught up with the price of the international two or three line brands, but the quality still has a certain distance. I think China's clothing market will enter the shuffle stage.

But I also believe that as long as Chinese brands strengthen management and learning, they can do well in the future and even go abroad.

　　 From imitation to creation, many women's clothing brands have their own DNA.

Q: many international brands have very strong DNA. Do you think the DNA of domestic clothing brands is clear?

A: I think many women's clothing brands now own their own DNA. For them, imitation of international brands began at the very beginning, but now many brands have their own inherent things after settling and brewing time.

Q: what do you think JZ's DNA is? What do you want to convey to everyone?

A:JZ nine posture first price is close to the people, secondly, JZ nine posture is the most aware of the modification of the female figure of clothing experts. Finally, our products are still fashionable, elegant and elegant. They can integrate international and domestic cutting-edge fashion resources and blend together to make the brand of modern city women confident, elegant and feminine.

　　 Individualized demand of consumers promotes brand segmentation

Q: what do you think of the consumption power of the market now?

A: I think consumption is pretty good. A lot of people think that the performance of garment enterprises has declined due to the big environment. But I think the most important thing is how to look at the brand itself. If the brand's quality, products and services are relatively perfect, its performance will not necessarily decline, or it may only slow down.

Q: before the consumer convergence mentality is very strong. Now consumers are always worried about being personalized. Do they have an impact on nine posture?

A: I think there is no problem. For the individuation of consumer demand, the clothing brand will also be more and more subdivided. For the positive fashion group, JZ Jiu Shi takes a relatively popular route, while IMM Yin Mo is relatively more personalized. We have made some adjustments according to the needs of segmentation.

The change of consumers has encouraged clothing brands to adjust constantly, and at the same time, they have joined the younger factor. Although they will lose some consumers in this process, reform is also an innovation.

　　 Lane Bryant Brand extension after maturity

Q: for many women's clothing brands, which direction will they develop after they mature?

A: I think many women's clothing brands will further develop men's clothing brand in the future, so as to achieve brand extension. At present, most men's clothing development in China is not very good, which provides a development opportunity for the successful women's wear brands. It is estimated that in the next 5 years, China's men's wear market will present a very good development trend.

Q: what brand do you think will break through in the future and compete with world-class brands?

A: the brand that pays attention to brand building is first and foremost product is excellent. Besides, it pays attention to reputation. Making brand is doing credit and not deceiving consumers. So Chinese brand can compete with international brand.

　　 Sales of fast fashion and luxury brands are likely to decline.

Q: many people think that fast fashion brands will disappear after a while. The reason for the disappearance is that they are closing up recently.

A: I think with the development and strength of a number of local brands in China, these fast fashion brands will have a great impact.

In addition, the development of the future economic environment will also have a certain impact on consumers' turning. Many consumers will choose rational regression after experiencing impetuous consumption, and the clothing with emphasis on quality and design will become an important choice for them.

Q: if you describe the women's clothing market as a pie, do you think the cake will grow bigger in the high-end market or in the mass market, or in the design brand?

A: it must be the mass brand, because only the mass brand can be bigger. JZ has been positioned as a popular brand from the beginning. At present, JZ has more than 700 stores and will sink further in the future. For example, there will be JZ Jiu Zi shop in the three or four tier cities.

With the development of China's economy and the development of urbanization in China, I think there is great potential for development in rural areas. In the next 10 years, rural areas will also pay more attention to fashion and fashion.

Q: will there be any change in the market proportion of super high-end, high-end and popular clothing in the future?

A: for the consumption of super high-end market, such as luxury goods, I think there will be a certain decline in the future. As consumers become more rational, pursuing individuality and increasing recognition of fashion, many people will think that consuming luxury goods is not a very fashionable thing.

I think the future consumption must be rational and low-key consumption, and pay more attention to the culture and connotation of brand. The change of consumers is actually a development opportunity for JZ nine posture. We should also do well in products and services.