GXG Founder Of Men's Wear: General Manager Yu Yong, Jess, Ningbo

Yu Yong, general manager of Ningbo Jess

Moderator: in Chinese women's clothing, I noticed many years ago. Lane Bryant But men's clothing seems to be rising in recent years? Is that more competitive?

Yu Yong: to do black and white, do color, from the point of view of color, every brand, every customer has such a demand, in fact, this brand positioning is a help for us in terms of the consumer cognition process. From the process of recognition and recognition, black and white two colors can be very intuitive, very straightforward through products, passed to our consumers through shops, passed to our franchisees, passed to the shopping malls, and through the franchisee, the consumer's reputation in a short span of a few years to push our brand to the market quickly, from the color itself has no characteristics, but for our brand needs, we first made such a color is successful.

Moderator: the data you mentioned just now is 07 years. This year probably has developed more than 500 stores. This is a very high-speed development process. Is it an environmental factor or an advantage factor that can cause such a rapid development?

Yu Yong: in terms of terms of joining, I believe we are similar to other brands, and there will not be any special concessions. As for speed, the most important point is that every store of our franchisee can really help them to make profits. This is the fundamental factor for franchisees to help us quickly open shop, not the number of policies the company has given, how much preferential policies to do, and the proportion of funds in these 500 stores is very small, only about 10%. The remaining franchisees only have more than 100 franchisees, and franchisees have opened a lot of stores.

Moderator: you mentioned the spirit of the tide card is still very incisive, have you considered your Consumer Is it more loyal to your single product design, or is it more loyal to the brand?

Yu Yong: any brand in the domestic consumer recognition, must first through products, through product understanding will gradually accumulate to the whole brand recognition, so later, our brand will do a lot of brand identity recognition, for example, will do some concerts, for example, will do some consumer concerns, will do charitable environmental protection public welfare activities, slowly consumers will feel that this brand has a certain accumulation in the height of public welfare, will own the identity of the product, the sense of need will descend, so that the concept of brand totem.

Host: I think you are. Design Very concept, I also do clothing report, and not particularly familiar with our brand. Is the distance between consumers and brands far away?

Yu Yong: in fact, our consumers are more concerned about the brand from the point of view of their products. Whether the series of products or products of this season can cause the demand for clothes and the desire to buy, will we be concerned about the brand. The brand of our price band is still not totem. It will not be a brand like Nike, ADI, with totem symbols. It has already represented a spirit, a high degree of professional sportsmanship. Most of our brands have not yet reached this level. This is not the 500 shop that can be completed in three years. Maybe the accumulation of ten stores will be higher than 500 stores.

Host: do you also want to have a brand for this generation?

I have never imagined that our brand will be the first in the country or the same as that of YOUNGOR, and the story of Ma Yun is wonderful. But what I can best touch on is the seven people who came to Beijing together. After the failure of the venture, a group of people came back together in Hangzhou to go back to the process and experience of re starting their business, which could affect us, but who bought it later, who was bought, made money, and listed, which has nothing to do with me. Yu Yong: I will do this brand or our team will operate such a company.

Moderator: now there are new brands under the brand, and more focus on the concept of the trend brand. Most of the impact on the tide brand is Hongkong, Japan, because they have formed their own brand culture, and China is still weak in the tide brand culture. What are the brand culture advocated by the brand in this field?

It is very expensive. This is the part of the rich who has the concept of leisure and tide can afford to spend. But now, through the Internet, through the level of information development, most people need to dress up and dress up, and their understanding of the tide will be more significant. It is no longer the number of brands that have been defined in the past. Some new brands need to be added. Most of the tide brand popularity has arrived, because they are no longer limited by age, limited by price, and no longer limited by the environment of purchase. They only decide on the state of purchase, including the state of dress up, which is considered to be tidal. Yu Yong: the first is the emergence of the concept of "civilian tide card". The tide card that Chinese people now recognize is the tide brand which is dominated by Hongkong and Japanese culture, and the positioning in China is high-end.

Moderator: in fact, after 80, after 90 has now gradually grown into the main force of consumption, many brands are changing, especially Lining, our brand for this group of people, in marketing promotion have specific guidelines?

　　余勇：有的，刚才提到我们第一个会跟奔驰在线上合作，跟这样的品牌合作，对于我们来讲高度会上去，我们所合作奔驰里面那一款车也是受潮民所关注的，这种点的结合是很重要的，还会在天一广场做一些涂鸦的，现在比较流行的潮民热爱的活动，让更多的潮民认识到，关注到我们这样的品牌，而且很多潮民不愿意在百货商场消费，他们更愿意去淘，我把这样的潮牌放在商场里面有几个优势，第一个可以根据周边的品牌在消费方式上改变，他们都是售货的模式出现，我是以淘的方式出现，非常饱满，非常彩色的点，第二个潮民在商场里面很少消费，不是不愿意去消费，是因为商场里面没有这样的潮牌，所以在商场里面做这样一个潮牌也是非常好的市场切入点。

Host: our brand should be like the hero of Korean dramas. We know that Korean dramas have been popular in China for many years. Have you ever thought about the marketing of some TV dramas?

Yu Yong: This is not yet. For us, clothing customization has such a concept, but most people think that customization is relatively advanced. This is also a custom concept. What we customize is not clothing single piece garments, the whole shop is customized, the temperament of the whole product, the elegance conveyed by us, the concept of elegance is accomplished by constantly replicating every shop and constantly copying the common characteristics of every wave product.

Moderator: the fashion festival is coming soon. As a new brand, is there any plan to join the costume festival? Or what kind of way to meet with you?

Yu Yong: we will have two shows in Marriott this year.

Host: we are also looking forward to seeing you in the new season.