The 20th Ningbo International Fashion Festival Live Report - [Ningbo Chinese Translation Clothing Interview]
On October 20, 2016, the 20th Ningbo International Fashion Festival was held at the Ningbo International Convention and Exhibition Center. On October 22nd, Li Yanfei, the director of the operation of Ningbo Hanyi Clothing Co., Ltd., accepted an exclusive interview with reporters from the world clothing and footwear network.
The Chinese translation company is the owner and operator of the high-end brand clothing ZENE. The brand is positioned as a designer high-end original women's dress. It is completed independently from style design, fabric development, production and sales. The company has a professional e-commerce operation team and has been in 2012. Ningbo Top 20 E-Commerce Women's Brands; has a number of physical stores.
Mr. Li said that Chinese translation started from online brands. At the beginning of the brand operation, it also designed for some brands. Due to the design style concept and other reasons, it gave up cooperation with other brands and focused on the design of its own brands. 50% increase in speed. When talking about the impact of the current market environment on the company, the company is committed to the brand style and design, so the market environment is not sensitive to the company's impact.
The picture shows Li Yanfei, Director of Operations of Ningbo Hanyi Clothing Co., Ltd.
At present, the company has 3 direct sales stores and more than 100 vertical dealers. For the requirements of joining agents, Mr. Li said that he must first agree with the company's brand design concept and style, and concentrate on the brand's approval. And then cooperate, so the requirements for joining agents are still more stringent. For the number of agents, Mr. Li stressed that it is better to be absent. When talking about brand design and craftsmanship, Mr. Li emphasized that there must be a craftsman spirit and a fine craftsmanship. Inheriting the product concept of “ingeniously crafted, hand-worked slowlyâ€, the positioning of the company can make the company develop better and better.
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For the selection of branded fabrics, cashmere wool, silk and cotton are used as natural fabrics. The design style has a literary atmosphere. The brand clothing is positioned between 35-50 years old and pursues a literary atmosphere. The average price of clothing is 1500. -2000 dollars.
When talking about the conflict between e-commerce and physical store, Li said that he does not agree. He believes that the two are a kind of symbiotic relationship, like a person's right and left hands, can cooperate with each other to better serve, and many brand operators Not aware of this. At present, Chinese translation is more focused on the accumulation and precipitation of product design culture. Through this kind of precipitation and accumulation, the brand can reach a higher dimension; using online and offline synchronous sales to achieve a new operation mode.
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