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Wu Hongkun'S Brand Interview Shows Brand Competitiveness

2014/2/13 16:06:00 30

brand leader: Wu Hongkun, general manager of Shanghai Yi Gu Fashion Co., Ltd.

[Wu Hongkun introduction] /p >

graduated from Zhejiang Sci-Tech University, "a target=" _blank "href=" //www.sjfzxm.com/ "> clothing /a > Engineering Bachelor degree, Beijing Institute Of Fashion Technology graduate student, has worked in Beijing Shun Mei clothing, according to cotton group, Reebok (Swire Group Resources Co., Ltd.), ELLE (Shanghai Ba hA < a target=" _blank "" _blank "" dress "> Clothing Co., Ltd.) brand manager and general manager and other senior management positions, is currently the general manager of the valley company.

Xie Weiqun: welcome to the high-end video interview of Shanghai brand. Today we are invited to be Ms. Wu Hongkun, general manager of Shanghai Yi Gu Fashion Co., Ltd.

Wu Hongkun: Hello.

Xie Weiqun: this fashion company is fresh and energetic.

Can you tell me about the positioning of Yi Gu fashion?

Wu Hongkun: to put it simply, we want to make a woman's childhood princess dream.

Specifically, we are a knowledge-based woman in the urban middle class, aged 25 to 35, who want to express these women's pursuit of innocence and their attitude towards life.

> all rivers and streams merge but not lose style > /strong > /p >

Xie Weiqun: I noticed in particular that this company moved from Hangzhou to Shanghai. Why is there such a change?

Wu Hongkun: this has something to do with the experience of our founder. She first set up her own career in Hangzhou.

In 92 or 93 years, it should be one of the most important brands of Hangzhou women's clothing.

Miss Hua also made the brand of "Yi Gu" in late 1999, early 2000, when compared with other mature Hangzhou brands, it was still a very small seedling.

Miss Hua is a native of Shanghai. She feels that there should be a breakthrough to get out of the original level, so she moved to Shanghai.

It's not easy for her to take a a target= "_blank" href= "//www.sjfzxm.com/" > designer "/a" to Shanghai, almost starting from scratch.

Xie Weiqun: I notice that Yi Gu has a special position to create a Shanghai style and how to understand your position.

Wu Hongkun: Yi Gu now has a distinct brand of Shanghai.

In the world fashion industry, a typical brand is DKNY.

This brand is accompanied by the development of New York City, and has a distinct brand of New York.

By contrast, we have been in Shanghai for ten years now, and there are so many Shanghai city girls.

From the development of Shanghai's economy in China, including the situation of Shanghai in the world's fashion industry, we feel that we are also willing to become a member of Shanghai's urbanization and fashion.

In daily work, we will have a heart to understand what Shanghai women aged 25 to 35 are thinking about, what they are looking at, what they like and what they wear.

Women in Shanghai have been in sync with the international community in fashion, and they have their own trade-offs. They will choose the one among the most popular among the world's favorite.

This is also our attitude.

Xie Weiqun: what do you think of the Shanghai style?

Wu Hongkun: I think the style of Shanghai is a blend style.

First of all, Shanghai is located in the Jiangnan zone of China, and has a very beautiful feature of the south of the Yangtze River. This is traditional.

In addition, Shanghai is a city of urbanization. Its urbanization is no worse than any other city in the world.

It can integrate all the information of the fashion, whether it is Italy's London, or New York's Tokyo, it can accept, Haina hundred rivers.

At the same time, it can combine the features of the south of the Yangtze River and the Chinese traditional features.

We think this is one of the most important elements in Shanghai's urban fashion.

Xie Weiqun: what is the Shanghai style of your "Yi Gu fashion"?

Wu Hongkun: we actually did not intend to show anything. We just did it with our own experience.

Most of the girls in our company are the most golden age from 25 to 35 years old. They use their hearts to understand fashion and feel the most popular things: what is the most popular thing in the world, what is the most popular thing that Shanghai girls catch.

In our brand, you can see the internationalization elements, you can see the Jiangnan women's gentle, you can also see the Q after 80.

Xie Weiqun: young girls in this age group are more Han.

Korean fashion has great influence on this generation of young people. What do you think of this phenomenon?

Wu Hongkun: I think Han is also a past tense.

In the past ten years, Kazakhstan has been a very important element.

South Korea's development in the "a target=" _blank "href=" //www.sjfzxm.com/ "textile" /a "fashion industry is ahead of us.

It deducts the international trend to Korea's culture.

South Korea has the same skin color, the same physique, the same traditional culture and values. After it has pformed those European countries, it is very easy for the Chinese to accept it.

However, China's extensive and profound nature, including the character of Shanghai City, such as rivers and rivers, will change faster.

With the development of Shanghai's economy, there will be more absorption and integration.

Therefore, I think that Shanghai has gradually become a past tense, and it will have more spirit of its own time and its own experience.

In the past, Korea was one of our most important market research areas. Now we have lowered its frequency. We may go to Milan, Paris and Tokyo more.

Xie Weiqun: Yi Gu brand is also registered in France. What does this move mean?

Wu Hongkun: when Miss Hua was reading, Miss Hua liked bling bling's shiny and luxurious feeling.

When she traveled in France to study in Europe, many of her extravagant paintings made her feel very special, which had a great influence on her style.

Besides, we have a very important French design consultant who has made a lot of contributions to our fashion.

We have very close exchanges with France, so we also registered in France when we did this brand.

Xie Weiqun: that is to say, the Shanghai style that Yi valley should embody, besides the local characteristics, it draws on more South Korea and European and American elements and styles. It is a complex with many international elements.

Wu Hongkun: Yes, when we look at the whole history, when every civilization is at its brightest time, there are many civilizations converging.

For China, the silk road is a typical example, and it is an economic tie to open up various civilizations.

Several European countries are brilliant times in the process of cultural integration.

In this era, its culture, art and economy have reached a climax.

In fact, Shanghai is in line with this trend.

With China's opening up, Shanghai as the first port, as the most important city in line with international standards, has also integrated many cultures.

In Shanghai, any foreigner can live comfortably, and he can find what he wants.

At the same time, because Shanghai is located in China, it does not have to deliberately create a Chinese thing in it, nor does it deliberately create a foreign thing in it, so that many cultures are naturally merged together.

When we are here, we have felt its brilliance and brilliance. We will express our experience and the brand will have vitality.

chain Monopoly firmly believes that there are spirits on the spot

Xie Weiqun: what channel can the valley achieve the sales of Shanghai style?

Wu Hongkun: at present, our sales are in the form of chain stores, and now there are more than 400 stores in the country.

China is very large. We are not very balanced. There are nearly 59 shops in Shanghai.

Because our position is still in the middle class white-collar, so the number of shops is relatively wide, including Jiangsu Province, we have seventy or eighty shops, that is, every prefecture level city in Jiangsu province and more than 80% of the county-level cities will have our shops.

Xie Weiqun: what is the sales situation now?

Wu Hongkun: it has always been very stable.

Because in the past 05 years, a partner of our high level has been restructured, increasing at a compound growth rate of 50% every year.

Xie Weiqun: in fact, the competitiveness of clothing in this field, especially this target group, is very intense. I know that there are Lily and Mango, and the competition is fierce.

So what kind of marketing or strategy do you use to achieve sustained success?

Wu Hongkun: indeed, in the Chinese women's clothing market, on the one hand, the competition is very intense. On the other hand, it has a very good prospect, so we are now called the Warring States period.

Because men's clothing, including sports, may have passed the Warring States period. They have several relatively large brands of monopoly.

Women's clothing has not yet formed such a situation. Every brand of women's clothing occupies a relatively small share, but in some local market, their competition is also very fierce.

Because if a woman buys a dress and buys it at home, she will not buy it at someone else's home. This is a very competitive situation.

For me, the first thing I think is that you should always keep an eye on the pulse of the market and never relax. There is no big reason to say.

Liu, the boss of UNIQLO, Japan, said: "God is on the scene."

It is when you sit at home with any theory that you can never get the right conclusion and method. You only have to constantly experience it in the market.

The so-called experience is to understand what your core competitiveness is, what you use to attract consumers and do better than others.

My partners and colleagues are saying, "you don't do well. It's sure that there's too little time in the shop, so there's too little time to observe, feel and do things."

Talking too much is not doing well.

pformation support online and offline interaction perfect

Xie Weiqun: fashion industry is very important for Shanghai to realize industrial pformation and upgrade the third industry.

Do you think there is still room for Shanghai's fashion industry?

Wu Hongkun: the space is very large. The whole economic culture of Shanghai is still in its infancy, and has not reached the most brilliant and the highest point.

Since the cultural industry is just beginning, it must have great potential. This is the first.

In addition, I still insist that its space is embodied in the multi culture communication because of its multicultural communication. It will have more innovative ability and space, and will open a lot of people's imagination.

Under such circumstances, the works and events it produces may have brilliant achievements.

Xie Weiqun: what support do you think is needed for the fashion industry, especially the clothing industry?

Wu Hongkun: I think it may be in people's psychology.

Consumers are much more mature than before.

In the past, if we registered a foreign brand, we would be in a rush. Now consumers have more reason, and he will choose the right one.

Our industry chain is very long, brand dealers, retailers, agents, including the media government, I hope you are more and more rational, to find really suitable for yourself.

Really good things, rather than just a foreign logo, the name of foreign countries.

I think there is still need for improvement and training in this respect.

Xie Weiqun: the impact of the Internet on the clothing industry is also great.

Is there any operation plan on the Internet? "/p".

Wu Hongkun: we actually set up an independent subsidiary two years ago to operate on the Internet. At present, it is in the process of steady development.

Xie Weiqun: have you started selling yet?

Wu Hongkun: it has been sold for two years.

Xie Weiqun: will there be any difference in price?

Wu Hongkun: we have made some adjustment in positioning because we are an independent product development system on the Internet. Our online and offline products are different.

Xie Weiqun: evade the competition of its own brand.

Wu Hongkun: Yes, because the paction price of the Internet is relatively low, and there is a certain gap with the price of our Valley brand, so we also want to know about the sales situation of the entire Internet, so we also re established an independent system online.

Xie Weiqun: what are your future plans? Now there are more than 400 in the whole country. What kind of scale is the future plan going to?

Wu Hongkun: from the present point of view, we believe that the national level city should become a very important market for us. All provincial capitals do not need to say that there should be a capacity of 1000 stores.

Yi Gu, a brand in Shanghai, has nearly 50 shops. Of course, Shanghai has the capacity as a super large city. Beijing, Shanghai, Guangzhou and Shenzhen are similar to such cities. The rest will be less, but our positioning is relatively close to the people. So the prefecture level cities across the country are also acceptable, some of them are rich, such as Jiangsu, or even county-level cities.

We have the capacity of 1000 stores.

This is the first step of the plan.

Xie Weiqun: there will be more ambitious plans in the future.

Wu Hongkun: I think the 1000 stores are indeed our medium-term goal for Yi Gu, but in the long run, I think there will be more, because we are positioning the price of the people, we think there will be more room, this is the second step, and many brands will be our future space.

Xie Weiqun: there will be new brands besides Yi Gu.

Wu Hongkun: Yes.

Xie Weiqun: Thank you for accepting my interview, and thank you for bringing fresh fashion brand to our young people. I wish you all the best.

< a href= "//www.sjfzxm.com/news/index_c.asp > > Wu Hongkun < /a >: good, thank you, thank you," /p ".