Interview With Bestn Chairman Dai Xuefeng

< p > > the world's < a target= "_blank" href= "http://www.91se91.com/" > dress < /a > a target= "_blank" href= "_blank" > shoes < < hat net "Xiaobian to introduce the chairman of Bestn Dai Xuefeng interview.

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< p > Bestn clothing is designed to give consumers a free and easy enjoyment in low-key style, simple style and interesting expression. In the production, we should grasp the difference of human body shape in North and South China, deliver the environmental protection fabric to the precise ergonomics, and concentrate on creating the "a target=" _blank "href=" http://www.91se91.com/ "dress" /a ", which is needed by the consumer. We need exquisite skills in production, perfect the details and procedures, and ensure the pursuit of quality of life by quality assurance.

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< p > in the view of Bestn people, if we have to separate families from work, it is undoubtedly that we can break away from life and break our own territory in business and leisure fields. Bestn clothes break the "conventional clothes" that people wear casual clothes when they are playing everyday, but they are too casual to wear casual clothes in the workplace.

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In the interview P, Bestn chairman Dai Xuefeng told reporters that the word Bestn came from "best". Guangdong's business culture is either not to do or to do the best, so Bestn has been created.

In the future, more and more people will pursue the balance of beauty in a prosperous city. Bestn is committed to the development of brand quality. It will open a more long-term market strategy and create the Bestn perfect state of "Balance is best balance beauty" with every consumer, leading the new urban fashion.

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< p > < strong > Bestn chairman Dai Xuefeng interview details: < /strong > /p >

< p > TAweekly: this time the theme issue has come to the spokesperson, which is different from the previous strategy of the enterprise. What is the reason for this consideration? What is the value? < /p >

P: Dai Xuefeng: the spokesperson has been invited before, but this time the spokesperson is different from before. First, before signing the spokesperson, we visited 21 cities, and won more than ten thousand consumers' opinions. According to the results of the survey, the spokesperson has obvious effect on the brand preference and consumer purchase behavior. Second, our target consumers belong to the middle aged family members, and watching TV is more than watching movies. Therefore, we tend to sign the TV stars. Third, we hope that the spokesperson will play the roles of middle-aged people and family dramas, or the roles of marriage and children in this age group to match our family and career balance.

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< p > the two spokesmen we choose are in the two different stages. First, Sha Yi's child is two years old and is in the biggest turning point of his life. For him, the balance between career and family is very important.

For Ma Su, in the past, she had been in love long-distance running for a long time. In the media interview, she said she might have seen her work too seriously. She was consciously slowing down her pace and hoped that her career and love could have a bumper harvest.

So in fact, she represents two different stages, just in line with our requirements.

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< p > TAweekly: in the face of changes in online and offline business, how will Bestn exert its power in the future? < /p >

< p > Dai Xuefeng: since 2000, Bestn has made efforts on the basis of acting and joining. In recent years, with the change of the market, the whole business mode of Bestn has also changed.

But we have been acting and joining, and have joined a certain proportion of direct battalion.

Alliance and direct battalion are in a state of coexistence for a period of time. At present, wholesale and franchise still occupy the main force, and more direct business is to set up a benchmark image and key market, play the role of strategic position, that is, close and fast to market information, and also a strategy of wholesale to retail.

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< p > TAweekly: how much does Bestn have more than 3000 shops? How much will the direct business be? Will the future part of the agent be turned into a direct battalion? Will there be any more hot line and offline topics, especially online businesses? < /p >

< p > Dai Xuefeng: at present, the proportion of Bestn's direct operation is not much.

The future cooperation mode will be more flexible. After that, the mode of channel cooperation will not be purely direct and join. There will be many forms in the middle.

As for online and offline, we have discussed for more than a year, and the attitude is clear. Online brings more opportunities. This part can not be ignored. But the successful electricity supplier mode is not so obvious now. We have been groping for a suitable way.

Our whole enterprise culture is more pragmatic and enterprising. It is not doing nothing but doing it well, but not blindly.

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< p > TAweekly: over the years Bestn has paid great attention to product development and fabric design. What are the advantages from the supply chain link? < /p >

< p > Dai Xuefeng: now Bestn in the supply chain has its own advantages.

In terms of fabric, we have been working together with more excellent suppliers, and have a stronger design team. Some functional fabrics are very practical. The characteristics of windbreak and waterproofing will increase the sense of value of our products and will be the high-end part of the whole product structure in the future, which is consistent with the whole strategy of brand upgrading.

Bestn enterprises can produce men's trousers, trousers, jeans, leisure and trousers at the same time.

In addition, this winter, Bestn will start working with us cotton and other international fabric companies, which will also enhance the value of our products.

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< p > < strong > TAweekly: what are the characteristics of the new product released this time? < /strong > /p >

< p > Dai Xuefeng: autumn clothing is the product of Bestn's repositioning and combing of the entire clothing brand. Our casual clothes are different from UNIQLO, Mei bang, YISHION and other brands. We call it quality leisure, that is, business leisure, which is mainly suitable for wearing classes and leisure at home. According to the needs of these people, we have made some product planning, which also accords with our brand concept of Balance is best. For example, this core product, we call it high elastic business casual pants, and the proper noun is "4D magic bullet". It has 4 directions of high elasticity and very comfortable clothing, and the theme of this season's clothing is urban light and shadow.

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< p > TAweekly: does Bestn trousers consider the regional character of the north and the south in the edition design? < /p >

< p > Dai Xuefeng: Bestn made a nationwide business operation from the very beginning, covering the whole country from south to north. The design of the plate considered the regional differences between the north and the south, and made corresponding adjustments.

In the early days of Bestn's establishment, the head office was located in the south, but actually our best market was in the north, so the problem of the northern and southern version was solved 20 years ago.

In the first quarter, we published a version of the promotion manual, which is basically the most complete and professional version of the whole pants industry.

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< p > TAweekly: in China's "a href=" http://www.91se91.com/news/index_f.asp "trousers" /a industry, Bestn has been developing quite well. What is the reason? < /p >

< p > Dai Xuefeng: the better development of the company is due to my continued passion with my team and all these years.

Let consumers like Bestn brand, so that Bestn dealers can be happy and happy to operate and make profits, so that the team can grow, this is our common pursuit of the cause of responsibility.

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< p > TAweekly: there are two hotter topics in the industry. One is brand internationalization and the other is capital market. Do these two aspects have Bestn tried? < /p >

< p > Dai Xuefeng: with the internationalization process, all enterprises that want to become bigger and stronger will face the problem of going out. But for us at this stage, the Chinese market is still promising, and our Bestn channel coverage is far from enough. So from this perspective, we have enough room for growth in the domestic market, and there is no problem in 35 years.

In fact, we have discussed internally what the future of Bestn will be like internationalized. Maybe the internationalization of UNIQLO and other brands is more worthy of our reference.

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