Return Is Still Quality, Is It Not A Feeling?

In this era of "change" is the only constant, how do we step out of our pace with the new step of the superscript? People-oriented, product oriented -- this is the answer given by CHIC2017 (Autumn) exhibitors. It has become the consensus of many enterprises through continuous improvement of product quality to build the core competitiveness of enterprises.

"Our products emphasize three points: interest, functionality and comfort."

Responsible person Yu Bin said, the habits of consumers have changed a lot. When the entertainment oriented shopping center becomes the main channel, the brand must improve the products more targeted.

KOOL was registered in Luxemburg in 1963. In 2012, it began to "fight" domestic brands from foreign trade business. From the online single shirt, it began to develop into a leisure brand that focuses on men's clothing in 5 years.

At present, there are more than 50 direct outlets in Shanghai and Jiangsu, as well as Wuhan.

Yu Bin said that KOOL is mainly targeted at 22-30 year old urban youth who have a certain degree of acceptance of new things. Therefore, first of all, we must attract the target audience through the first interest, and we should give clothing diversity, for example, through some scientific and technological means to join the function of wind protection, rain protection and ultraviolet protection.

In addition, consumers are more comfortable than ever before. Wrinkle resistant, antistatic, and easy to handle products are more responsive to the fast-paced life of consumers.

"Through product upgrading to attract consumer experience, and eventually precipitated into our loyal consumer group."

"Not only to return, but also to return to man himself."

Eaton Ji De Education Industry Co., Ltd. deputy general manager Wang Fang stressed.

As the first domestic brand to focus on making school uniforms, Eaton has put forward a set of solutions for changing the school uniform industry. Wang Fang has a deeper understanding of this.

"School uniform should not only be designed well, but also the educational context."

Wang Fangju gave an example.

"Before, we participated in the bidding of a thirty thousand person school uniform, and some enterprises participating in the bidding only displayed the design style that was comparable to the big one.

We first learned about the local climate data and the geographical location of the school, and analyzed the location of the school where the average annual sunshine is little, the rainfall is high and the humidity is high. When we first put forward the design plan, we first considered the fast drying of clothing and the waterproof function. At the same time, combined with the curriculum arrangement, we found that there were many outdoor sports and art courses. Therefore, our design proposal was fitted with the quick drying sportswear and recommended the stain proof and anti staining clothing, and the results came out from a crowd of design schemes.

It is precisely because of Eaton's "unusual" that it has made rapid growth from the beginning of its birth. At present, it has achieved 30 provinces, over 120 cities, more than 3000 schools, and has been favored by many TV related dramas and variety shows related to the campus.

"Eaton is the largest school uniform in the world," he said.

According to Wang Fang, in 2016, the output of Eaton Ji De exceeded 6 million, while in 2016, the output of school uniform in Japan was 4 million 300 thousand, and the output of the British school uniform was 7 million.

Wang Fang said, the brand returns to the human itself, all actions are centered around people, from product design to production to service, should be embodied in the humanities concern everywhere, consumers will be able to feel.

The premise of people-oriented and product oriented is to fully understand the needs of consumers. How to upgrade products through interaction with consumers has become the rule of brand to enhance consumers' stickiness.

Yu Bin said that the pursuit of new and change is the label of young consumers, so the brand has worked hard on how to grasp the change of consumers.

"We will let the design do some street shooting, choose some consumers who have a long contact with the brand, take collocation shots, do some communication and interaction through their friends circle, get some suggestions and feedback on the products.

At the same time, we have added the two-dimensional code of O2O mall on all goods, and have deeper communication with consumers.

"Leading the pformation of campus dress and promoting the reconstruction of common educational value."

Wang Fang said that this is the beginning of the brand building of Eaton. In the beginning of the brand building, the school uniform is not only upgrading the image of the school, but an educational resource, undertaking the role of improving the aesthetic education and the overall educational situation. Therefore, in the entire customization process of the school uniform, it pays special attention to the interaction with the students and parents, from planning products, services, and later subscription, voting and issuing, and the student union to participate in the whole process. He believes that the whole process is actually an educational process.

It was also in this process that it also imperceptibly affected Eaton's development path.

Nowadays, Eaton GID has walked from campus to outside campus, and student clothes have become routine clothes.

Also focused on interaction with consumers is the VALENTINE CORP., which focuses on luggage and accessories. Its women's bags include French romantic feminine LOVCAT, Valentin's simple Swedish AKTA, the flagship builders' spirit Double.M, and the jewelry brand LOVCAT BIJOUX, which shows women's independence and confidence.

LOVCAT brand series of products are fashionable and diversified. They have many kinds of products, including bags, silverware, gold jewelry and so on. The products are mainly made of genuine leather, silver, 14 karat gold and 18 karat gold, which are mainly for women who are fond of succinct, fashionable, romantic, elegant style and 20-40 years old.

Jin Dazhong, director of LOVCAT brand side, said: "our products, design and production chain are all set up in Korea.

The theme of LOVCAT 2017's product is "sparkling era". The design concept is new French elegant romantic style.

Now the brand focuses on the Chinese market, and then will gradually expand the Asian market, fit the new retail mode, and integrate online and offline.

Based on the understanding of consumers, the brand's main cost-effective products are not only popular among consumers, but also a group of celebrities fans, becoming the "free" spokesperson of the brand, such as the famous actress Li Shengjing is the brand of the crowd.

Jin Dazhong said that today's consumers are more rational and have more diversified needs. Therefore, it is the most basic attitude that brands accurately enter customer needs and base on product quality.

From design draft, dyeing, drying, screening, weighing, proofing...

To the final product, more than ten processes are all made by hand. This is the experience brought by the high-end hat brand Rofeia to consumers.

"From the start of raw materials, we focus on natural environmental protection and choose Lafite from Madagascar, Africa. Dyeing is also done through imported machinery and dyes from Germany, especially in the final stage of preparation. A skilled worker completes a finished product by one day to one and a half days."

Rofeia brand leader Feng Tongzhen said that because of the limitation of mass production, the Lafite straw hat of Rofeia brand is more scarce, so the product has always been the core of brand development.

"We have international professional hats and decorations designers from Japan. More than 100 new models are launched every year. It is no exaggeration to say that we are leading the fashion trend of Lafite straw hats. At the same time, we also strictly control the quality and check the quality of three products, so Rofeia is a synonym for quality products."

Feng Tongzhen said.

Rofeia is a brand newly developed by Linyi wholly Garment Co., Ltd., a wholly foreign owned enterprise in 2014. Many years of foreign trade export experience and production management technology have given the brand some natural advantages. At present, the product is not only limited to high-grade Lafite straw hat, Lafite straw bag, but also has been set up for the autumn and winter manual stereotyped hat decoration products.

According to Feng Tongzhen, in 2009, the company factory moved from Shanghai to Shandong, Linyi and Feixian County, which had deep traditional handicraft manufacturing base, not only for the guarantee of product quality, but also for the inheritance of traditional culture.

Unlike ordinary adult clothing, the quality of school uniforms is obviously higher. Therefore, Eaton Kidder pays attention to the quality of materials, and works with 3M, YKK, DuPont and other world famous enterprises. In Germany, the choice of dyes is also used in Germany to ensure the safety and environmental protection of every link.

In addition, Eaton also put forward more stringent demands on himself.

"We are the first domestic brand to introduce SGS and Bi dimensional detection system. The two testing organizations are flying test, and the report is completely objective, which can help us better control the quality according to EU standards."

Wang Fang said that last year, when they worked with the old British family business William Turner, they all gave thumbs up to Eaton's product.

So what brings so many excellent enterprises to the platform of CHIC? Whether Eaton and CHIC want to promote the development and deepening of the school uniform industry with KOOL, or KOOL hopes to better understand the latest development trend of the garment industry; whether Rofeia wants to link more industry resources, or LOVCAT hopes to open up Chinese fashion, they are undoubtedly looking at the high standard and authority of this platform with 20 years of history, which is not a manifestation of quality.

Upcoming curtain

This will focus on the whole industry focus on the "best products", focusing on clothing, clothing quality, design and other product origin, I believe more industry leaders will bloom on this stage, return to the beginning of the heart, to illuminate the future, let us jointly promote the Chinese garment industry to advance.

More interesting reports, please pay attention.

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