Interview With Chen Jun, General Manager Of Nanjing Unicorn Costumes Co., Ltd.

Moderator: the guest we invited is from Nanjing Unicorn costume Co., Ltd.

General manager.

Chen, welcome.

Answer: Hello.

Moderator: Chen, I know that our Nanjing Unicorn costumes Co., Ltd. was founded in 2001, and has gone through more than 10 years of development. I would like to ask you about what kind of development process our company has gone through and what kind of development it is in.

A: Well, it should be that these ten years are just a very good time for many domestic brands to pform from the 98 years after the financial turmoil to a brand growth domestic brand. We are also making use of these ten years through steady development. We should say that we have gained a certain market share, and the overall upward trend is good.

Moderator: in your company's official website introduction, for

The culture of the brand is described in this way: inheriting the elegant costume culture of the Republic of China and combining the romanticism of France.

I wonder how own 's combines these two styles together.

It is an impression that ten years ago, we should say that the operation of the brand in the market is not too much of the brand operation, and the brand of the whole market is not too much. It is more of a concept of selling clothes. The concept of brand operation is still very weak. We took into account our position in the whole market at that time, including our design concept, which is different from our traditional clothing enterprises. Therefore, from the very beginning, we wanted to play the personality card and want to release the individuality. In addition, we now have women's desire for beauty in their hearts, and the pursuit of individuality should be said to emancipate the mind. I think this is a trend, because France is a country with a strong romantic culture, so we integrate the romantic elements into our products, so this is our initial consideration. Answer: Yes, because everyone should.

Host: so what kind of consumers do our products aim at?

Answer: the consumer group should say that in the past ten years, every year through continuous adjustment and positioning, now look back, it should be said that we still have a certain economic foundation, we commonly known as a lady, after the age of 25 married women, they should say that there is no pressure on life, work is relatively stable, the family is more stable, pay more attention to their dressing, and more importantly, they have the economic foundation, we are targeting such a consumer group.

Host:

The update speed of popular elements is very fast, and the power of design is particularly important.

What kind of designer team does Unicorn have?

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It's considered an old man, but not a joke. Our design team is very dynamic. Some of the designers who have worked in some Brand Company have formed a team through them. More of them are the feedback of the market and the use of information, as well as their own professional team. The speed of brand design is still faster. The company requires both from the market and at the same time, higher than the market, not entirely imitation, nor is it plagiarism. So it should be said that with its own innovative elements, and a study of our future consumption of women's living conditions, and then integrate into our products to launch some of the better clothes that we all like to try on. A: we should be the average age of the whole company is between 25 and 28 years old.

Host: what marketing strategy is currently used in the own 's brand? What is the current performance in the domestic market?

　　答：目前 应该说我们一个民营企业，它面临的一个生存压力和经营压力其实是多面的，一个好的品牌就是我们在切入市场的时候，是采用了一种稳扎稳打的态势，并没有完全的放弃自己的风格，完全要靠量来去做，所以我们坚持了这十年，现在回过头来看，传统的一种销售渠道我们也是现在为主的一个销售渠道，主要还是在于华东地区隶属于华东，附属于全国，跟主要的百货公司和商场进行合作，在2007年左右我们就开始研究电子商务，电子商务这一块儿我们2010年到现在已经取得了不错的一些业绩，也培养了一些队伍，今年这个电子商务的增长还是比较大的，传统的市场就是以传统的营销模式和商场进行联营的方式来走，那么我们在商场的选择上，我们现在更慎重，一些既要关注到我们品牌成长性，但是同时也要考虑到品牌的效应，所以说这两者走起来就是对

City, in fact, the consumption demand of these cities is relatively small, relatively scarce, and the state of retail is lagging behind. Through such a cut, through the actual operation, we now seem to have been booming both in production and marketing and in growth. Compared with our provincial capital cities, its profit margins are even bigger and higher. I think now the brand sink and how to really connect with consumers now we have made some efforts in this respect. Electronic commerce has actually opened up a consumer channel for B2C. Although we have opened a store in the operation with Taobao, we have opened a special store in the whole country, and its coverage is still very wide. We will increase the investment in e-commerce in the past three years. The choice of shopping malls is particularly important. At the same time, we will not give up the two tier market, including some counties with economic foundation.

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Host: own 's has set up an advanced clothing custom shop. What kind of business does it mainly undertake?

　　答：现在因为都是年轻人，大家的思维也比较活跃，他们也想尝试着走走国际贸易，我们这个国际贸易有别于传统的外贸做法，传统的外贸做法是贴牌加工的，以量取胜，我们现在和阿里巴巴在合作，主要以我们的产品为主来合作，通过阿里巴巴国外的一些买主看到我们的产品来下单，同时它的附加值高于一般意义上的外贸产品，当然我们也有所控制所谓超过十万件以上的，或者是更高的，就不是我们的客户，我们重在于一些附加值高一点的客商给我们的产品来直接下单，这个通道现在我们也在做，任何的形式一方面通过国际贸易合真正世界上一流的女装品牌进行对接，当然这是我们的目标，他可能看中我们的团队能力，看中我们的设计能力，这是彼此高附加值的模式，而不是传统的贴牌加工的模式，我们通过这个形式来增加我们内心的附加值。

Moderator: Thank you, Mr. Chen. I wish our monologue dress company better and better in the future.

A: OK, thank you.