Exception: "Capture" Senior Female Wen Qing'S Unexpected Tricks

< p > in fact, the exception of the native a href= "http://www.91se91.com/news/index_c.asp" > designer dress < /a > has long been well known in the circle.

In November 25, 2013, the exceptions to the first seventeenth years of the year set the theme of the coming year as "the origin". It seems that the exception should be back to the origin.

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< p > 17 years ago, two designers, Marco and Mao Jihong, founded the Guangzhou exception clothing company limited. After 17 years, the company still had only two shareholders, including Marco and Mao Jihong. Although two people had split up, Marco was still an exceptional shareholder and director of art.

In an interview with reporters, Mao Jihong said: "exceptions will never accept investment, I want to guarantee the interests of Marco shareholders."

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At present, there are 96 stores in the whole country, mainly in the capital city of Guangdong Province and the capital city of the first tier P.

In terms of management, Mao Jihong, as chairman, has three managers who are responsible for specific affairs - Huang Shang, deputy general manager of marketing; executive vice president Li Yu is a small and free artist of Mao Jihong; Hu Yue, a professor at Beijing Institute Of Fashion Technology, is deputy general manager of design and development, and she is a teacher at Mao Jihong University.

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< p > Mao Jihong's thinking and character are not like a businessman.

"I am not very willing to be an entrepreneur."

Mao Jihong told reporters.

In fact, Mao Jihong, a very talented designer in his school days, was praised by the media for his graduation design work as "shining brilliantly in the new star of China's fashion design industry".

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< p > but Mao Jihong, who was a little idealistic, became a real businessman. He read the Yangtze River Business School and went to the world to participate in the awards and entrepreneurs, and interviewed many media.

"I don't think I'm successful," Mao Jihong said. "I'm a man who does things in his own way. It's luck to do business well."

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< p > < strong > how to attract senior "Wen Qing" to be a VIP customer? < /strong > /p >

< p > in business mode, the exception is "direct + franchising".

"We respect partners very much.

In more than ten years, they are with us to care for the growth of this brand, we can not abandon them in name.

Unless they fail to meet our requirements, we will change partners. "

Mao Jihong told reporters.

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< p > in marketing, facing the advertising effect in 2013, Mao Jihong was very calm: "there is no fire without fire, just like usual."

We will empty ourselves and treat a mass market with a small group of people. We should regard exceptions as a centennial brand. "

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The typical style of < p > exception is, in Mao Jihong's words, "Oriental minimalism, naturalism and romanticism".

The exception has started the brand of the local designer brand, and Mao Jihong has also boldly stated the expectation for exceptions: "the exception is born with the responsibility of our generation, or is a kind of expectation, hoping that the whole world will know that China's clothing industry and Chinese brand are a real good thing, and love, love and love it."

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Less than 5 years ago, the sales volume of the single store has reached 500 thousand yuan, and the gross profit margin is nearly 30%. P

Most of the clothes sold at present are priced at 2000-3000 yuan and the annual revenue is 165 million dollars.

Perhaps there is no need for a big publicity campaign because it has about 50 thousand VIP customers.

"There are dancers and artists who are all cultured.

A typical exception customer is like this: she loves herself, has knowledge, has her own aesthetic standards, has humanistic care, has an international perspective, and her internal temperament is consistent with external temperament.

A beautiful looking person may be able to afford luxuries, but he may not be able to afford exceptions.

If her inner strength is not directly proportional to external strength, she may be pressed by her clothes, and wearing exceptions may be even uglier.

We hope that customers will become more comfortable and free after wearing exceptions.

Mao Jihong described to reporters that exceptions to these features include VIP customers, including Song Zuying, Li Na, Yu Hong (painter), Xiang Jing (sculptor), journalist Jing Chai, etc.

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< p > < strong > R & d < a href= "http://www.91se91.com/news/index_c.asp" > exclusive cloth < /a > is the secret to prevent plagiarism. < /strong > /p >

Most of the clothes with "P" exceptions come from two factories in Guangzhou and Zhuhai, which are over 8000 square meters.

In 2014, the exception will be moved to a new 20 thousand square meter base in Zhuhai.

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< p > interestingly, outsourcing factories for the "a href=" http://www.91se91.com/news/index_c.asp "exception" /a ", in addition to the well-known clothing manufacturers in China, also include high-quality manufacturers in Italy and Japan.

Mao Jihong disclosed that one of the Italy foundries in Florence, the factory has passed three generations, is very good at making raw leather, hand-made shoes, exceptions for leather shoes OEM and ODM (original design manufacturer).

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From P to 2005, Mao Jihong created five laboratories in the exceptions: needle weaving workshop, wool weaving studio, accessories studio, dyeing and finishing laboratory, quality laboratory.

The five laboratories were built by Mao Jihong in imitation of Baer laboratory. In his view, the scientific method is very important: "do you respect the development of natural science or the development of the whole humanities? I have been thinking about these problems."

My relationship with science and technology is very contradictory. I am a regular person who breaks order, and I need reason and order in my heart. "

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< p > through these five laboratories, exceptions have been carried out including front-end development of cloth, design, brand and so on.

Mao Jihong, for example, has developed a new fabric called needle hair and inserted cotton lint into the fabric with a needle, showing a feeling of landscape strokes.

At present, the exceptions of men's clothing sold only in Guangzhou are also the R & D products under the laboratory.

The exception of people who choose exceptions is mainly due to core factors such as material, color and edition.

So we need to start with materials and start with tactile sensation.

Mao Jihong told reporters that only by putting the test ahead and making original things can people not be plagiarized.

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< p > Mao Jihong also wants more creativity to explode in the laboratory. "We do experiments, often like a monkey breaking corn.

But I am an optimist, and I believe that the method must be more than the problem.

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