Interview with Shang Shang Guangzhou Garments Co., Ltd. (Singer women) Duan Yadong
Since last autumn, the department store industry has gone downhill. Since September 2011, sales of several department stores have been falling continuously within 10%. This year, the whole commercial and commercial sector is threatening by cold weather. Both domestic and overseas markets are forecast to be sluggish. Enterprises are not motivated enough and the problems highlighted by the retail industry are even more obvious. Now they have entered a phase of constant adjustment. Even such an industry "cold" strikes, but also can not stop the continuous development of singing women's pace, and in the face of the overall industry downturn, singing women how to lead franchisees out of the woods? Today we interviewed these questions to Mr. Duan Yadong, Director of Guangzhou Shang Shang Garments Co., Ltd. (Song of Women). Songs women's product image display Songs women's product image display Reporter: Section Director, hello! The first year of this year, the retail terminal on the decline in business performance or the slowdown in the news, the sluggish department store clothing sales also have great pressure on inventory. Song how to see this problem? Is there any sales pressure in the first half of this year? If so, how to solve this problem? Duan Yadong: since the beginning of the year, indeed received a lot of brands came the performance decline or slow down the news; in fact, by the pressure of inventory and sales last year, the first is affected autumn and winter orders, the brands have varying degrees Decline, followed by the retail terminal, May not busy peak season, sales performance than last year, so that all brands have felt the existence of "winter"; at this time, the performance of song song song and dance, for example, some stores in Guangzhou and Compared with the same period last year, an increase of more than 30%; my view is that if the test before the crisis is the expansion of garment enterprises, which are now the test of the management capacity of enterprises, song has always been more cautious shop, Do not seek fast, will ask the purpose and profitability of the shop, coupled with the terminal and channel management to do very fine, more able to adapt to the current crisis, so relatively well behaved. Reporter: Section Director: Sequel to the apparel market in the second half of this year, how to see song? Fall and winter last year, when listed, many consumers responded ridiculously high prices, the price of this fall and winter loaded with the last year than what kind of adjustment? Mr. Duan Yadong: Although prices rose this year, artificial rise, but the song prices did not rise mechanically, but the fine management, internal digestion a lot of costs, so the market reflects the "Song prices did not rise," this fall and winter loaded company to continue This strategy. Reporter: Many domestic apparel brand began high-end, refined, reflected in the price is the same brand of similar clothes, the price has doubled or even more. Many consumers can not afford to exclaim mall and store clothes. How do you see this phenomenon? Mr. Duan Yadong: there have been the brand has been punished by the market, consumers do not recognize the account, the franchisee does not recognize the account; I think the price should be reasonable growth, growth does not eat too much business, rising too fast customers too much, this degree to their own grasp. Reporter: Tell us about the song's positioning, consumer groups; to tell you what song clothing consumption mainstream crowd? Duan Yadong: Song product positioning: the convergence of classical European style with Chinese characteristics of a brand, making the same industry in our products have a unique style, of course, the unique product line is our pursuit of our customers are a group of independent, intelligent , The pursuit of fashion, advocating elegance, and fashion tastes are extremely demanding urban novelty women, aged 25-40 years old, wearing songs, more confident, more noble, more elegant, this is our pursuit, but also the customer's feelings ! Reporter: Why fashion song in 2012 most of the brand development stagnation, there is a sudden momentum of development? Duan Yadong: Song products are continuous, unique, very suitable version of the majority of urban consumers in China, and the price is more reasonable positioning, with direct sales stores and franchise stores to achieve word-of-mouth sales performance, the parties Can get a good momentum of development, because our song direct sales stores are very good, and the franchisee business is good, many franchisees from a store, developed to 2 to 3 song counters; to Sales data to speak, is the most persuasive market, so Song better momentum of development, of course, and many well-known brands, we still need to continue to strengthen product development capabilities and market operation capabilities, so that you can defeat At the same time, we must make sure that the correct pre-market market assessment, including site selection, crowd flow, spending power and other aspects of the assessment, the song will not seek fast, just steady, Ningquewulan principle to operate song brand. Reporter: song from 2012 to 2013, how to do a good job market strategy development? Mr. Duan Yadong : Foreign Secretary song "to point radiation to the surface," the operating principle to run the market; Such as: Chengdu as the center, focusing on the development of Sichuan, Chongqing, Guizhou, Yunnan and other Southwest markets; With Hangzhou as its center, it will focus on developing markets such as Shandong, Jiangsu, Zhejiang, Anhui and Fujian. With Guangzhou as its center, it will focus on developing markets such as Hunan, Guangdong, Guangxi, Jiangxi and Hainan. Beijing as the center, focusing on the development of Northwest, North China market; Songs in the provincial capital city to open influential song counter / store, and then radiation second and third tier cities, still in accordance with high-quality sales data, with song characteristics of product style to drive and lead the consumer trends. Internally: Songs will strengthen the retail management system, so franchise stores and outlets management system copy mode, to be treated equally, song every shop is song children, all need the mother's care and support, so Post-store maintenance and support is one of our top priority projects. Reporter: Finally let us witness song brilliant! Singer women's store image display Singer women's store image display
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