Expected In The Next Three Years, Women'S Clothing Industry Sales Compound Growth Rate Of More Than 20%.

In recent years, consumption upgrading has been running through the "cultural, entertainment and entertainment".

The demand is increasingly prominent.

According to the Frost&Sullivan report, China's high-end women's wear 2014.

The scale is about 116 billion yuan, and the industry sales compound growth rate is expected to exceed 20% in the next three years.

Ke Eli Till chairman Jin Ming

2015 high-end women's clothing brand

The income was 1 billion 280 million yuan, and the company income increased by 293% in the four years. The average annual revenue growth was 40.8%, leading to more than double the industry.

Ke Eli Till, founded in 2007 and listed on the main board of Hongkong in 2014, became the first high-end women's clothing brand listed in Shenzhen. It was soon listed in the Morgan Stanley MSCI global small cap index.

By the end of 2015, Ke Eli Till, a wholly owned subsidiary of Fosun international, was holding a stake of about 5%, becoming the first strategic investor of Ke Eli Till.

Recently, Shenzhen and Hong Kong through the opening is expected to heat up, early this year, Ke Letil was included in the Hang Seng comprehensive small cap index stocks, Ke Eli Till is expected to become Shenzhen Hong Kong stock.

"The biggest challenge that we may have to face in the future is the change in customer demand.

Customer values may change and customers' needs may change.

Today, our trend is from abroad, and Europeans influence the whole world.

Will one day our whole culture be totally introverted? "

Mr. Ke Eli Till, chairman and chief executive officer of the holdings limited, made the above remarks during an exclusive interview with reporters. He introduced in detail Ke Eli Till's precise positioning, key decisions and his understanding of changes in customer needs.

First, accurately tap customer needs, large input and large output.

Reporter: Why did you choose to make high-end women's clothing? How did you find this demand?

Kim Ming: in 2007, I wanted to be a high-end women's clothing brand Ke Eli Till. At that time, the mainstream women's clothing was the professional women's wear, and the straight line style was the main one.

If my brand follows the trend of the market to make professional wear, then it will be very difficult for her to become a new brand.

Chinese women still stick to some traditional values in dressing, such as women who are happy with themselves.

Then "femininity" is a kind of customer's demand, which was not satisfied by the market at that time.

Why did the professional women's wear become mainstream at that time? Is there any mistake in my judgement? Later, I found an interesting phenomenon. The majority of Chinese women's clothing brands are entrepreneurs, so it's easy to brand the professional women's clothing brand.

So I positioned Ke Eli Till as a "young fashion woman" brand, and the subsequent market performance also confirms that this positioning is successful.

Reporter: in addition to precise positioning, in recent years, Ke Eli Till has maintained an increase over the same industry. What is the secret?

Jin Ming: Ke Letil has been insisting on the direct store mode since its inception. First, the direct operation system has made the operation efficiency of brand building very high.

Another point is that the information feedback from the store is fast and controllable.

The core of these two points is customer demand, one is to satisfy customers' experience needs through direct stores, the other is to get closer to customers through direct stores, and to get customer's demand data through activities and communication, which is very important for customer demand.

Interviewer: what is the most important decision you made in the past 9 years?

Jin Ming: when I decided to start a business, I insisted on being a brand, so Ke Eli Till has always insisted on a direct marketing strategy from its founding.

When I set up the development strategy for the next five years in 2011, I made a big decision. All the profits will be put into development, that is, the strategy of big input and big output.

At that time, it was based on two considerations. First, the high-end women's clothing market has been in a stage of rapid development since 2007. I judged that the concentration and integration trend of the industry after 2012 will be intensified. In order to seize the great opportunity of the development of the industry, we need to do a large scale quickly and occupy a place in the industry. Two, we have established a relatively complete sales terminal and management system, which can support our rapid development.

It is precisely under the implementation of this strategy that over the past five years, we have achieved rapid growth.

Our big input and output are reflected not only in channel expansion, but also in brand building.

From the source of design, we continuously increase the number of SKU launched annually, enrich the products and enhance competitiveness.

At the same time, we began to advertise at the airport, participate in fashion week at home and abroad, and diversify our brand.

In 2015, our main brand Koradior ranked the top five in the industry.

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Two, the "four nature" of user needs, online only meets the "gender".

Reporter: what changes have taken place in customer demand in recent years? What measures have Letil taken to deal with it?

Kim Ming: since 2012, China's middle class population has increased rapidly. The demand of high-end women's clothing for middle class female consumers is obvious, because this demand has attracted a large number of international high-end women's clothing brands to seize the Chinese market.

When we realized this change, we promptly launched Ke Eli Till's high-end brand La Koradior to meet customers' dress requirements in social occasions.

In 2014, customer demand became the pursuit of fashion and leisure. We launched the Koradior elsewhere brand in a timely manner. We advocate "living elsewhere" and enjoy leisure and comfort.

The three brands respectively meet the customer group's three major occasions, including daily, social and casual dress requirements. This complementarity also guarantees Ke Eli Till's steady growth.

At the same time, we adjusted the channel according to the change of customer demand. We promptly added some layout of OLE, which is helpful to our performance.

In recent years, many consumers like the brand of Ke Eli Till. They may not be able to afford the positive price because of the price, but they also enjoy the discount products in the past season. We sold the quarter money through the discount in OLE, which accounted for about 10% of the total sales.

Reporter: what do you think is the most important thing to understand customer needs in essence?

Jin Ming: the essence of business is to create and satisfy customer needs.

I summed up customer demand as "four character", that is, economy, convenience, quality and emotion.

I think these four points can basically summarize the needs of customers. The biggest extension of customer demand is emotional needs. Emotional needs can not be clearly stated in two words, but more customers' needs will be in emotional needs.

For example, the development of Alibaba today is very fast, which makes many traditional industries panic. But I think the bottleneck of the development of e-commerce will soon come.

If you sell Tmall on the China line, the remaining Jingdong and Dangdang will only add up to Tmall's zero.

The total online sales account for less than 10% of the total retail sales nationwide.

I think the core reason that hinders the growth of e-commerce is customer demand.

At present, online is only meeting the economic and convenience needs of customers, but the demand for customers' quality is not enough, and the emotional needs are limited.

When the economic needs and convenience needs of customers are satisfied, the most unfolding need is emotional needs.

But emotional needs are diverse, so Luo's thinking and Mi Meng earn money because he satisfies certain emotional needs.

So that's why the electronic business platform is particularly polite to our offline brands, because he realizes that he can't satisfy other needs of his customers.

They need to cooperate with brands that can satisfy these emotions, so that these brands can drain the electricity supplier platform in turn.

Why is there no global brand of women's clothing? There are four characteristics of customer demand.

We know fast fashion brands ZARA, UNIQLO, H&M, GAP and so on. They are very successful in globalization, but there is no globalization of women's clothing brands.

I think the reason is that fast fashion brands are more economical and convenient. Women's clothing brands need to meet the quality needs and emotional needs of consumers. Not only do they need to fit in with culture, but they also need to match her in color and shape.

The quality of the women's clothing is very demanding. One of the coats is seven thousand or eight thousand, and the customers' demands are more picky. So there is no appearance of the big women's clothing at present.

Reporter: what will you do if you create new customer needs?

Jin Ming: when we find new customer needs, and this demand is temporarily not satisfied or not satisfied by other brands, we will develop new brands to meet this demand.

We will also supplement our demand market for our brands through acquisitions.

When we launch a new career, the core is not what you want to do, but what the customers want.

In addition, we will further expand our stores, but our stores will sink further down to the three or four line.

The key reason for not considering the overseas market within 5 years is to understand the needs of customers.

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Three, always ready to meet changing emotional needs.

Reporter: what is the greatest challenge of the future?

Jin Ming: I think the biggest challenge that we may have to face in the future is the change of customer demand.

Customer values may change and customers' needs may change.

Today, our trend is from abroad, and Europeans influence the whole world.

Will one day our whole culture be all introverted? Today, many of our aesthetics are influenced by the West. We now pay special attention to the outline, but there is no such thing in the Tang Dynasty.

Take my own example. I have two months abroad every year. My wife thinks she is a young artist, and she buys our clothes. When she wears Ke Eli Till, she will feel very special. She will wear the local brand clothes there.

I felt very uncomfortable when I returned to Vancouver wearing those clothes.

This is what I pay special attention to.

To meet the challenges of changing customer needs, we will work with foreign designers or planning agencies every year to study international trends.

We are also working with third parties to study the changes in consumer demand. This year, we made a research project on consumer demand after 75 -85 with Nelson. Of course, there are also special market researchers in our company who are responsible for daily consumer demand research.

At present, we are developing the upgrading of customer dress matching style. The APP product "disguise spirit". If this system is developed and popularized in large scale, our collection of customer information will become systematized, and we can see that customers are constantly changing.

Meeting customer's emotional needs is a constant goal for women's clothing enterprises, but the emotional needs of customers are changing all the time, so we should always be prepared to meet customers' changing emotional needs.