Kim Ming: China'S High-End Women'S Clothing Brand Ke Eli Till Fought Again In Milan Fashion Week In September.

September 26th at three p.m., domestic high-end

brand

(Koradior) landing in Milan

。

This is another breakthrough after Ke Eli Till's brand La Koradior was released in Milan fashion week last year.

What is the reason behind the continuous campaign? A few days ago, the reporter interviewed Mr. Kim Ming, chairman of Ke Eli Till Holdings Limited.

Reporter: in these two years, Ke Eli Till began to voice overseas in the fashion industry.

Jin Ming: let Ke Eli Till go to the international stage and exchange and cooperate with international resources with a more open attitude. Let the international fashion industry pay close attention to Ke Eli Till, constantly improve Ke Eli Till's design ability and competitiveness, and enhance the popularity of Ke Eli Till brand. This is my inner desire and part of our five year strategic plan.

Now, we are moving forward step by step towards our strategic goals.

Reporter: at the end of last year, Fosun Group had a strategic stake in Ke Eli Till. This will bring a positive effect to the company's brand acquisition and capital operation. What is Ke Eli Till's M & a strategy?

Kim Ming: our company's strategic goal is to become a benchmark for women's clothing industry, and to make our market bigger and stronger.

Ke Eli Till is a woman with a very clear positioning and distinctive style.

Times are changing and customer needs are changing.

80 and 90 are different from our previous core customers.

Recently, we conducted a survey of our own customer groups through a professional research firm, Nelson. Nielsen Co divided our customer groups into four categories: low profile, restrained, prominent, style, and style.

Our existing customers are mainly concentrated in the first three categories, and for personal style, concentrated in the 80 and post-90s group, we lack matching products to meet their more personalized and more subdivided needs.

Therefore, our M & a strategy is M & A and our existing positioning differentiation brand, to meet the needs of customers with different customers.

Reporter: through international mergers and acquisitions, the company can become a world-class high-end fashion brand group. What kind of strategic plan does it have in the long term development?

Kim Ming: now is a rapidly changing era. I personally believe that over 5 years, it is more difficult to predict accurately.

Now we are focusing on the strategic plan for the five years. As for the strategic plan for 2020, we have to achieve the scale of 100 billion yuan, on the one hand, through the organic development of our own brand, and on the other hand, we will complete the cooperation through extension.

This is the plan of quantity.

With regard to quality, we will actively seek brand cooperation with our differentiated positioning (including brand positioning, style positioning, channel positioning), seek common development and create the future together.

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Reporter: two years after the listing, the company has maintained a very robust growth rate. What is the experience behind it?

Jin Ming: after careful analysis, I think there are five reasons: first, a clear brand positioning.

"Young, fashionable, feminine" meets the needs of this particular group. No matter what new trends are on the market, we stick to our position and let us have many followers.

The two is to adhere to the direct marketing oriented marketing system.

This protects the brand DNA from being diluted and facilitates the receipt of feedback from the terminal. It has made a virtuous circle to further satisfy the needs of customers.

The three is to adhere to the multi brand development strategy. Now Ke Eli Till has three brand lines: Koradior, Koradior elsewhere, La koradior, to meet customers' needs of different styles on different occasions.

This has also accumulated rich and highly efficient operation experience for us now and in the future to acquire brand and carry out multi brand operation in an all-round way.

The four is to implement the amoeba independent accounting system, so that each sub brand line will have its own independent goals and independent accounting system as well as its overall strategic objectives.

Five, there is a highly consensus management team with positive and positive corporate culture. Our core values are fraternity and struggle.

Reporter: what kind of research experience and opinions do you have on the multi brand layout of clothing companies?

Kim Ming: the market curve is the main factor that affects my business ideas. When the market enters maturity, there will be oligopoly enterprises.

In my view, the current high-end women's clothing industry has not yet entered the mature stage.

When entering maturity, on the one hand, market share will be more concentrated by some oligarch enterprises, but on the other hand, the demand of consumers will be more subdivided and diversified.

Therefore, enterprises that occupy a large share of the market in the future will inevitably have the ability to meet the needs of multiple segments.

Our goal must be to become oligopoly in the market maturity.

In fact, since 2007, the development of brand has been trying to multi brand line layout. We support the development of brand lines by designing independent channels and sharing resources.

Facts have proved that this method is very efficient.

In the future, we will also buy brands in this way.

Reporter: some time ago, Ke Eli Till also announced that he would establish strategic cooperation with cool intelligence and jointly develop DE KORA, a new fashion brand for personal customization. What background does this cooperation have?

Jin Ming: as we all know, last year Fosun made a strategic stake in Ke Eli Till.

At the same time, he is also a shareholder of Qingdao red collar custom. As a two star company, he hopes that Letil and red collar can interact with each other.

During a visit to the red collar in Qingdao, we found that the cool intelligence of the red collar is really very mature, and its customization system is also very perfect. Although the red collar is famous for its custom tailored suit, the system is also suitable for women's clothing customization.

As a leading garment enterprise in the industry, we have been holding an open attitude and embracing innovation.

According to our market research, we also believe that the future customer consumption trend is more subdivided and more personalized, and customization will also become the trend of consumption in the future.

So we signed a strategic cooperation agreement with the red collar and jointly developed the new DE KORA, a customized fashion brand.

We believe this will be a good and win-win start.