Interview With Zhu Xiangdong, General Manager Of Shanghai Snow Flying Industrial Co., Ltd.

< p style= "TEXT-ALIGN: center" > img border= "0" alt= "align=" center "src=" /uploadimages/201310/15/20131015011857_sj.JPG "/" < < > >

< p style= "TEXT-ALIGN: center >" Zhu Xiangdong < /p >.

P: reporter: Zhu Zhu, what we find particularly interesting is that this snow will launch four seasons products. As we all know, < a href= "http://www.91se91.com/news/index_c.asp" > Xue Zhong Fei "/a" is making winter wear down garments. So what is the reason for the launch of the four seasons products? < /p >

< p > ZHU: one step further, we must consider the localization of snow flying.

First of all, why does snow fly four seasons? The reason is that snow flying is a single season commodity. The four seasons can supplement the off-season sales.

The second level is our partners, our mall, our customers, from their point of view to think that it is imperative to pform products from single products to whole products, and single season products to four seasons products. They feel that such cooperation is more robust.

The third level is from the perspective of consumer demand.

Snow flying through such a development, has a certain appeal.

We asked the market research company to give us a special investigation.

The result is that these consumers hope that Xue Zhong Fei can provide them with a favorite product in spring and summer.

Besides, for those who have not yet bought snow flying, they are also very popular with such a four season product.

It is precisely because of these factors that we feel that the whole snow should rely on its original advantages and abandon some of the original bad factors, such as the brand of our brand, and how we can change the inherent concept of the flying jacket.

Let's gradually accept Xue Zhong Fei not only to make eiderdown, but in fact, Xue Zhong Fei also has four seasons clothes now.

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Besides P, we have redesigned the four seasons VI and SI systems.

Their unified tonality is young, dynamic, dynamic and fashionable.

In addition, we have carried out strategic cooperation with the French research firm Bbe Claire.

The first stage is the concrete carding of our style in 2012.

Then, in 2013, our cooperation entered the whole band, and our R & D also began to exert strength.

Here, I want to mention Snow Flying, which sounds like a brand new, but it is consistent with our total tonality, that is, "four seasons with fashion".

No matter what season, we provide fashionable / energetic clothes for young people.

The brand has also inherited some simple, clean and powerful elements.

These are consistent in our spring and summer products and autumn and winter down garments.

I don't know whether these questions are answered by your question. < /p >

< p > reporter: we went to see the model store of Zhongjie street in Shenyang this morning. Did the model store adjust the concept of "four seasons"? < /p >

< p > ZHU: in the morning, we saw two shops together, one is an old shop, and the other is a concept store of Snow Flying.

Then we adopted a French style of simplicity in decorating.

Because the origin of the whole fashion is also in France, and we have a certain gene introduced into French design elements.

We strive to improve our service to consumers from the three levels of communication, terminal and commodity.

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< p > reporter: after the launch of the four seasons, how does it complement the traditional down garment products? < /p >

< p > ZHU: when it comes to complementarity, I think there are two aspects. On the one hand, seasonal complementarity compensates for our traditional anti season sales.

Now with the brand of Snow Flying, there is basically no problem of anti season sales. Down jacket is only one of the categories.

The second aspect is the complementarity of clothing in autumn and winter.

Winter clothes are no longer just down coats. They also have coats / Parker / sweaters / trousers and so on.

This is also a rich category.

Of course, we must admit that our Snow Flying shop is still dominated by down garments, and its core competitiveness is still down jacket.

In the presentation of the terminal, these autumn and winter costumes match our down garments in style.

This is complementary.

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P: reporter: what kind of opportunities do we have to cooperate with the French Bbe Claire institution? What kind of opportunities are we going to cooperate with? In fact, there are many fashion organizations. How did we make Bbe Claire choose partners from so many organizations? < /p >

< p > ZHU: it can be said that we still have a lot of connections with Bbe Claire.

First of all, the premise of cooperation is that we became an independent brand in 2012.

After the independent operation, I first set up a commodity planning department, hoping to make a new combing and positioning of our brand with more advanced / more professional fashion organizations.

Among the many fashion organizations we have selected, Bbe Claire is one of the best.

It also has a relatively long experience in cooperation with well-known brands in China, not only a good grasp of the global consumer trends, but also a good understanding of the Chinese market.

After negotiations, Bbe Claire is very meaningful and valuable to our mature single season down jacket brand to realize the dream of the four seasons.

Therefore, they hope that through their own efforts, they can play their due value in this landmark cooperation.

Such cooperation has not been done by Bbe Claire before.

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< p > reporter: four seasons is indeed a good idea, and it will also face many challenges.

So how did we think of choosing William Feng as spokesperson? "/p".

P: Zhu: our brand is the main young fashion crowd. In order to attract these consumers as soon as possible, we have made many efforts, including celebrity endorsement.

William Feng's image as a spokesperson is healthy, sunny and dynamic, and his fans are also very impressive.

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< p > reporter: so we have a very good eye in snow. Now William Feng is developing rapidly and the popularity is increasing.

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Reporter: Zhu, just now, you mentioned snow hard's efforts in all aspects, but the competition in the down garment market is also very cruel. What kind of action will we take in the face of such fierce competition? < /p > p

< p > ZHU: for our enterprises, our Bosideng group has an excellent navigator Gao Dekang chairman.

At the strategic level, he pointed out the way forward for us.

Our executive director, general Mei, has given us great impetus in the implementation.

As a brand, we are now undertaking three strategic planning and three important goals.

The first is to achieve double sales in three years, the second is to achieve four seasons in three years, and third is to build a professional team to achieve a successful pformation from product management to brand management.

This is our strategic objective in the near future.

Therefore, after the operation of snow flying independently, we hope to focus on the main crowd and focus on these ethnic groups and become the first brand of young people.

Through the promotion of online and offline communication level and media level, we achieve the goal of doubling our sales in three years by presenting some of the terminals, and by introducing some commodities that cater to the needs of consumers.

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< p > reporter: this time our 2013 snow Zhong Fei brand ceremony opens in Shenyang. What do you think of the advantages of the snow brand in Shenyang market? < /p >

< p > ZHU: it can be said that Shenyang is our benchmark market. Through so many years of efforts, whether it is sales share or brand image market position, there are few in our national market.

This time, we will attend the brand of the snow flying Shenyang.

Among the five major shopping malls in Shenyang, the sales volume of snow flying is sometimes ranked first.

In some shopping malls, snow is also ranked first in terms of efficiency.

There are two stores in the snow flying single store sales exceeded 100 million a year.

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< p > reporter: This is really amazing. How big is it? < /p >

< p > ZHU: more than 300 square meters.

Our highest efficiency is in the snow shop of iron hundred.

This shop has an area of 110 square meters, but sales exceeded ten million last year, and the flat effect is one hundred thousand.

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< p > reporter: what is the reason why this store is doing so well besides our products? < /p >

< p > ZHU: the product is better, and then our partners support us.

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P: reporter: Xue Zhong Fei will double sales in the next three years. What do you think is our greatest competitiveness? < /p >

< p > ZHU: from a macro perspective, Xue Zhong Fei's team members are a group of young people with passion and dreams.

We come from all corners of the country and have come together with our common dream.

Then we can give full play to our talents in this stage.

The second aspect is that Xue Zhong Fei can provide consumers with the favorite products.

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< p > reporter: I also see that in our picture book, the new a href= "http://www.91se91.com/news/index_f.asp" > down coat < /a > has a breakthrough in color style compared with the traditional down jacket.

This is also an advantage of our flying snow. Is it competitive? /p

< p > ZHU: Yes.

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< p > reporter: we always feel that down jacket is not fashionable enough. In fact, fashion has always been the demand of down jacket or soft rib.

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< p > ZHU: in fact, fashion is the common demand of all a href= "http://www.91se91.com/news/index_f.asp" > dress < /a >. So why does the down jacket give you the feeling that fashion is weaker, because its functional characteristics are obvious earlier, that is, full of warm demand.

Then, with the improvement of people's living standard, people hope to have better fashion performance in winter.

Therefore, consumers are changing, our brands need more changes, more colors, and more lightweight ways to achieve the demand for warmth, which are some of our initiatives in products.

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< p > reporter: when it comes to the brand of BOSS, people immediately associate with the image of bosses, while mentioning Dunhill gives people a kind of image of business elite.

So what kind of people will choose our brand? What kind of characteristics will this consumer group have? < /p >

< p > ZHU: from the crowd we want to catch, we hope to enter the society three to five years, or five to ten years of light white collar.

Of course, for the whole consumer group, the age structure is still slightly middle-aged.

But we want to focus more on young people.

The positioning of our down garments is between 18 and 38, while the four seasons are 18 to 30 years old.

There are still some differences.

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< p > reporter: we understand that snow has its own independent shop and other flagship stores on the mainstream e-commerce websites. What are the differences and differences between snow flying online stores and physical stores? < /p >

P > ZHU: we are also a key breakthrough project this year. As a brand, it is a comprehensive performance of line and line.

In the past, we only paid attention to the offline entity stores, and this is a loose management for this line.

This year we will integrate online and offline resources to jointly promote our brand's appeal.

At the same time, we can easily find that online consumers and offline consumers belong to the two category.

Then, as a very strategic move, we hope to make the online youth who are more consistent with our brand positioning more firmly in line with the strong line.

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