Shenzhen Clothing Trade Fair Interview Tune Tune Director Jia Donghai

< p > Shenzhen a target= "_blank" href= "//www.sjfzxm.com/" > dress /a /a Co., Ltd. fashion women's brand tune tune, with the appearance of "time traveller's box" booth appearance, the fourteenth China (Shenzhen) international brand "a", "a", "clothing" trade fair, has become a bright spot. It has not only stopped visitors, but also won the sponsors' recognition and won the best booth award of this trade fair.

China apparel net specially invited Jia Donghai, director of Shenzhen City Yuan Fang Fang Garments Co., Ltd. to visit the webcast. In addition to giving us the idea of deciphering the "box", we talked with us about all aspects of tune tune dress. Let us know that tune tune not only creates fashion, but also advocates the latest fashion lifestyle.

Tune tune presents a wonderful match, and I find another wonderful thing about me.

< /p >

< p > reporter: what are the characteristics of booth design when tune tune takes part in the clothing trade exhibition? What is the inspiration for booth design? < /p >

< p > Jia chief inspector: this exhibition is a huge traveling case.

The theme of the tune tune women's clothing is "time traveller's box". The image of this very special booth is carefully constructed: the huge retro luggage appearance, hidden design, mysterious and interesting color.

< /p >

The inspiration of "P" box comes from tune tune's slogan "another me, the other I have unlimited possibilities".

Every day we live is through time and space. What we can do is to do everything we can to cherish this extraordinary journey and live a life of unlimited possibilities.

This is the meaning of time traveller's box. At the same time, this is also the theme of tune tune's advertising campaign in autumn.

At the same time, we produced promotional videos and autumn brand Promo films based on this story. We can see brand video advertisements inside and outside the tune tune booth.

< /p >

< p > reporter: tune tune started in 2013 and became one of the most popular new women's clothing brands in the year. 2014, from online sales to online and offline integration, the momentum of online development is swift and violent.

Please tell us about the development strategy of tune tune brand, the current achievements and the current situation of development.

< /p >

< p > Jia Jian: (the basic situation of development) since the spring of 2013, the platform of tune tune has been rapidly hot on all major platforms. It has been squeezing into the forefront of the platforms in just one year, and has maintained a strong upward trend.

While developing the virtuous online, tune tune is also exploring the offline market. In 2013, the franchisee made an attempt to join the franchisee. Under the premise that the brand basically had no support, all the franchisees managed well by relying solely on the comprehensive advantages of the product.

Therefore, tune tune formally launched the national offline market in 2014, set up 5 sales areas, basically formed a two-tier city direct market and three or four line cities to join the market structure. In 2014, it completed 50 Direct stores and 100 franchised stores. In 2015, it completed 150 Direct stores and 300 franchised stores, and planned to complete the nationwide market coverage in 2016 to become the leading brand in the industry.

< /p >

< p > (development strategy) tune tune can quickly go from line to line, because although we started from the Internet, but initially did not define itself as the Internet brand, we maintained the same from the traditional women's clothing from all aspects such as planning, product research and development, quality, brand building, production and sales. At the same time, the thinking of Internet operation brought us more refined data analysis and mode innovation, thereby improving core operation efficiency such as inventory turnover and product rhythm.

< /p >

< p > reporter: please introduce the brand culture of tune tune (innovation of brand marketing) < /p >

< p > Jia: 1, pay attention to the spirit of the brand, and emphasize the communication with consumers.

< /p >

< p > as the first sentence of the brand story "tune tune is not just fashion, everything about tune tune is about individuals and hearts, full of love and full of confidence": tune tune brand has strong self style and full of fun and spirit, trying to convey women's self-confidence and positive attitude towards life through the unique style of time expression language, and encourage women to pcend themselves and become "another me" with unlimited possibilities.

In the winter of 2013, the brand concept of "another me" was launched and the real story advertisement was launched. On the basis of traditional media resources, it focused on the dissemination of new social media. The video was the main brand carrier, and the positive emotional value, special experience and the latest fashion lifestyle were pmitted to the audience through interactive experiential execution.

< /p >

< p > 2, global theme fashion.

< /p >

From P to 2013, more than a dozen countries, including the United States, Italy, France, Finland, Columbia, Japan, Korea, Thailand and other countries, were filmed on location, so as to actively experience their own real experiences in various fields of T-girl. Based on their feelings, they told the true story of "another me", telling the real stories of women around the world from different cultural themes, and presenting different colourful collocations for consumers from a fashion perspective.

< /p >

< p > 3, a public image full of love.

< /p >

< p > tune tune advocates harmonious coexistence between human beings and animals. In the shooting of advertisements, we can see the cute appearance of animal models everywhere, join the international FFR "zero fur" organization, take pictures of caring for companion animals, make public video clips, actively participate in animal welfare activities, and actively convey the positive energy of "caring for life" to the public.

< /p >

< p > reporter: what is the theme connotation of the brand name slogan another me of tune tune? < /p >

< p > Jia director: our brand slogan is: another me--, the other I have unlimited possibilities < /p >

< p > brand spirit passes to women's self-confidence and positive attitude towards life, and encourages women to pcend themselves and release their potential to become another me with unlimited possibilities.

< /p >

< p > tune tune does not divide consumer groups with simple age structure, but focuses on women's emotional appeals and lifestyles.

Tune tune's target consumer group is defined as "the modern women who are willing to pcend themselves": they are willing to be the most authentic themselves, participate in public welfare, feel simple and natural beauty, do not set limits for themselves, do not be willing to repeat mediocrity and lack of interest, bravely break through their limitations, and explore more potential to become "another me" with unlimited possibilities.

< /p >

< p > reporter: what is the future development plan (blueprint) of tune tune brand? < /p >

< p > Jia director: from the point of gravity, we adhere to the integrated development mode of online and offline.

Of course, we have some stages of development focus, from 14 to 16 years, the 2 year is mainly on line sales will have important breakthroughs, the company's sales momentum is also very good.

Under the line business, we will have 50 stores and 150 franchises in 14 years. By 2016, we will cover all the second tier cities in China, including provincial capital cities and important geographical cities.

During this period, we focus on the integration of internal and offline businesses, and the continuous optimization of business modules. Second, the intensity of our market expansion will increase. Third, from the perspective of product innovation, there will be more new resources, ideas and ideas, and will be introduced into the company through the introduction of resources.

< /p >

< p > reporter: please introduce us to tune tune < a href= "//www.sjfzxm.com/" > brand < /a > culture and corporate culture.

< /p >

< p > Jia director: the core of our brand is to let more women know themselves, break through themselves and realize their dreams. This is also the focal point of our propaganda in the essence of the brand -- another me, the other one, I have unlimited possibilities.

It itself has a positive energy, which is in line with the mainstream of social values.

From the perspective of enterprise development, products, markets and sales seem to be all single jobs.

Speaking from the whole supporting service, we put forward a clear slogan in the construction of human resources, that is, "in the era of fragmentation, the number of our team must also be fragmented". This means that we will respect every member, every individual, every group and each department, and fully respect their creativity. Second, let them play fully; third, give them full opportunities to grow.

We will re create the needs of each group, individual, team, small group, their growth needs, and make targeted efforts to build and plan human resources.

At the same time, we also urge that young, passionate and creative professionals join our team.

< /p >

< p > reporter: clothing brand pays more and more attention to the power of original design. What efforts has been made by our brand in < a target= "_blank" href= "//www.sjfzxm.com/" > designer /a > personnel training? < /p >

< p > Jia director: our design team has its own vision and is fully integrated with the characteristics of the Internet age.

From the perspective of consumer demand, we may have stayed at the stage of satisfying consumers. Now we propose "creating demand and creating consumption".

Create demand, that is, create new design ideas and design ideas, including continuous creation in fabric, process and collocation.

From the internal operational mechanism, we emphasize the creativity of designers and combine the latest fashions with the latest fabrics, design techniques and design concepts.

From the point of view of human resources just now, for individual members of a team, we have their own internal management methods for their fragmented demand, fragmentation creation and design.

< /p >