Interview With Li Delian, Deputy General Manager Of BACKSTAGE

< p > > a href= "http://www.91se91.com/news/index_c.asp" > BACKSTAGE < /a > as a designer brand, innovation is our survival.

The unique style and positioning of the brand, the combination of designer's self appeal and business intelligence make it difficult for us to find the same competitor in the market.

While most brand terminal stores are still emphasizing the effect of high gloss, we are emphasizing a low-key and quiet shopping atmosphere.

But these are not enough. It should be said that the current market is more concerned about us, is the combination of commercial designer brand and fast fashion mode.

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< p style= "text-align: center" > < img border= "0" align= "center" alt= "" src= "" /uploadimages/201312/12/20131212061923_sj.JPG "/" < > > "

< p > reporter has just entered the BACKSTAGE brand research and development center of Qinghe company in Shanghai. What we have seen is the new display of fashion and elegance, and the rustic tables and chairs and wooden boxes surrounding it are all low-key luxury.

The new coat that will be on the market in the exhibition hall not only inherited BACKSTAGE's stereoscopic version and low-key luxury, but also incorporated the fashionable elements of the latest fashion week in its design.

We are amazed at such amazing speed.

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< p > < strong > reporter: the current clothing consumption market is somewhat weak compared with the previous years. Some people even sigh that the winter of "a href=" http://www.91se91.com/news/index_c.asp > clothing industry < /a > has arrived. What do you think of this problem? < /strong > /p >

< p > Li Delian: I think the so-called weakness is just a sense of weakness in the sales growth of some main brands in the market, but at the same time, some new forces are also rapidly rising.

China's clothing market is developing rapidly, and there will probably be a shuffle every 5-8 years. Every time the shuffle will eliminate a number of traditional old empire, at the same time, there will be a lot of new market.

For example, 03 years or so, AGA began to decline, but at the same time, Only, Europe, and Ya Ying and other brands rapidly strengthened, so far is still the overlord of domestic dress. In the 08 years of economic crisis, a large number of clothing brands went bankrupt, but made a number of fast fashion brands such as ZARA and UNIQLO. Domestic brands such as GXG and Taiping bird dress were also developing rapidly at that time. From 2012, a large number of sports brands and men's wear brands began to fall into the mire of performance and customs. Once the overlord ESPRIT, MNG and other brands were also on the decline, but at the same time, a group of brands with distinctive personality and leading new fashion were quietly appearing.

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< p > facts have proved that every crisis is a consolidation of the market. Every consolidation, there will be a decline and disappearance of a number of traditional forces, and a group of new forces will take the place of them.

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< p > a lot of people say that the winter of the clothing industry is coming. That's the traditional force. In my view, it is the best time for the clothing industry to come! < /p >

< p > < strong > reporter: what do you think of the development and changes of the clothing consumption market in the next few years? < /strong > /p >

< p > > a href= "http://www.91se91.com/pioneer/" > Li De Lian > /a: in China, the development of clothing brand is only ten years. Compared with the history of Europe and America for hundreds of years, the development of Chinese clothing brand is just beginning, and the future development space is huge.

After more than ten years of rapid development, the homogenization of Chinese clothing brands is quite serious. If there are no brands, many consumers can not distinguish between them.

The designer brand, with its unique personality and appeal, has been more and more popular in the market. It can be said that the designer's brand, after years of energy accumulation, will be the winner of this round of market consolidation.

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< p > clothing industry is a traditional industry, but at the same time, it is also an industry that needs continuous innovation. Without innovation, there will be no future. For example, the fast fashion revolution led by ZARA and UNIQLO has caused great subversion in the industry, creating another myth of wealth.

At the same time, those enterprising and conservative brands such as ESPRIT and MNG are also rapidly dying out.

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< p > < strong > reporter: BACKSTAGE brand is rapidly attracting the attention and popularity of the market because of its unique brand style and culture. How is BACKSTAGE innovating? < /strong > /p >

< p > Li Delian: BACKSTAGE as a designer brand, innovation is our survival.

The unique style and positioning of the brand, the combination of the designer's self appeal and the business wisdom make it difficult for us to find the same competitors in the market.

While most brand terminal stores are still emphasizing the effect of high gloss, we are emphasizing a low-key and quiet shopping atmosphere.

But these are not enough. It should be said that the current market is more concerned about us, is the combination of commercial designer brand and fast fashion mode.

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< p > as we all know, the current domestic clothing brands usually use one year divided into four quarters, once a quarter of the order mode, men's clothing brand and even two orders per year.

Behind this model is the research and development mode of hand drop. Once a quarterly order is made, in order to leave enough production cycle, it means that every order will be six months ahead of the date of the product's listing. On this basis, the research and development need to be advanced three months or more.

Designing goods 9 months ahead of the date of the listing means that it is difficult and lagging to grasp the trend. For agents, each order is ordered for a whole season, which is difficult and unpredictable for any agent.

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Less than P, but BACKSTAGE drew on the practice of fast fashion brand, and held a monthly order meeting every month for a month's merchandise. For example, in October 30th, the goods in December were ordered, and the R & D lead time also changed from 9 months to 2 months in traditional brands. The ability to grasp the fashion trend was greatly strengthened. At the same time, when the agents placed orders for a month's goods only one month ahead of schedule, the difficulty of products was greatly reduced by half a year ahead of schedule, and the trend of fashion, the future market and the timely adjustment of order quantity were easy to get up.

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< p > we all know that the biggest risk of running clothes is from inventory. The biggest cost is also inventory. As long as the order and inventory problems are solved, the clothing business becomes so simple.

Just think, is it not good for clothing dealers to better grasp popular, more accurate orders and control inventory better? < /p >

< p > strong > reporter: we notice that the price of BACKSTAGE is lower than that of the similar brands in the market. Is this your strategy, too? < /strong > /p >

< p > Li Delian: Yes, this is also our strategy based on the current market environment.

I think the more developed the market, the more rational the consumption will be.

At present, the price of some domestic brands in the market is seriously deviating from the value. A garment can not move thousands of thousands of people. I think this is unreasonable.

In the final analysis, clothing is fast moving consumer goods. Its popularity and change are quite fast, and there are frequent changes and elimination. Excessive prices will restrain consumption.

Who can provide customers with more cost-effective products, who will be more likely to capture the hearts of customers.

Our price has obvious advantages compared with some similar brands, or even half the price of some brands.

But similarly, we think that high performance price ratio is not cheap, cheap products are more vulnerable to Taobao's impact. We combine designer brand with fast fashion mode to provide customers with more cost-effective personalized differentiation.

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< p > < strong > reporter: e-commerce has maintained a high speed development from its appearance. The clothing industry can say that its influence is very large.

Many garment enterprises and clothing brands recognize the advantages and future trends of the Internet. What do you think of this problem? < /strong > < /p >

< p > Li Delian: e-commerce is an important part of the future development of retail industry, but online and offline businesses complement each other, and no one can replace it.

How to integrate online and offline businesses is a topic we need to study and explore.

But at present, most of the offline brands are involved in e-commerce. Most of them regard e-commerce as the processing channel of inventory, and the same commodity also has the characteristics of lower price than line price. This practice is very benign, which will directly affect the physical shops under the line.

But e-commerce plays an important role in brand promotion, development and retailing. The integration of online and offline industries and the benign interaction between them will take some time. Let's wait and see.

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