Interview Guests: Executive Director of Shenzhen Jiu Jiu Fashion Children's Wear Co., Ltd. - Mr. Yu Xiangrong entered the office and filing cabinets full of honor trophies, medals make people's eyes bright, smiling, confident, calm It is the first impression I always give to our editor. In the face of all kinds of questions, he always wise to answer, generous operation of imparting the exclusive way, frankly for a long time to show confidence and expectations. Slightly elegant but also hearty hearty, this interview is more like a pleasant conversation between friends. Reporter: Hello, I am very glad to have an interview with you today! In the total: Hello, very much welcome to you a long time to be guest. Reporter: As far as we know, you have served a number of Fortune 500 companies and have led and managed multiple apparel brands. It is a very successful and experienced professional manager. Among the vast number of industries and successful enterprises, you have chosen to join a long time, the operation of the children's fashion brand, then we first want to understand is that how do you think of children's clothing industry? In the total: With the research and recognition of the apparel industry, as well as more than a decade of experience in branding, I think children's clothing is showing the industry's characteristics of small competition, large space and rapid development at this stage, and is the last piece of clothing industry cake. Compared with the earlier branded women's and men's wear, the children's wear industry lags behind about 5-8 years. In the process of operation and management, we can learn from women's wear and men's wear, but we must not ignore the uniqueness of their development. Hard cover. Take Jiu Jiu Kiln Children's Wear (with JOJO and DIYAI brands), in 2014, we built 12 professional management systems for the brand, including market management system, retail operation management system, commodity control system and so on. By the system construction to promote enterprise management, driven by the management to enhance performance improvement, driven by the performance improvement team upgrade, through such a virtuous circle to achieve rapid and healthy development of enterprises. Reporter: Just now you talked about children's wear will become a hot spot in the garment industry and the relative blue ocean, can we reveal to us, in the pioneering operation of this blue ocean, there is no law of success? In total: On the success of children's clothing brand operation rules, I think the following three aspects are indispensable. The first "precise positioning": From brand style, consumer groups, the main market and price, channel and other aspects of the brand precision, all-round analysis and positioning. The second "difference": The so-called difference is the brand in the minds of consumers occupy a special position to distinguish themselves from the selling point of competing brands and market position. JOJO, a leader in children's fashion and children's wear in China, leads a diverse children's fashion and cultural experience. It distinguishes itself from other competing brands in its personality, style and coolness and creates brand USP (exclusive selling point). DIYAI passed to the children is French elegant, sophisticated, open fashion soul and artistic life taste, will be the mainstream of European fashion into the product design. The third "market-oriented": product development to market demand-oriented, building a diversified, multi-level product mix, not only to meet and meet market demand, but also to create demand and guide the target consumer base.
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