Zhao Junhao, President Of EVISU, China: Interpreting How Fashion Enterprises Face The Trend Market

< p style= "text-align: left" > sponsored by China's "a target=" _blank "href=" //www.sjfzxm.com/ "clothing" /a "association, Shandong Ruyi Group Co sponsored by China," a "," Hou "," 2013 "and" Textile Industry Association ". The Chinese fashion forum is held in Beijing China Grand Hotel.

The theme of this forum is to create new models.

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< p > March 28th, the theme meeting on the theme of "changing business models" has condensed the strategic insights of nine top experts, and each expert's 18 minute independent speech will be understood in a simple and profound way.

At the scene, Mr. Zhao Junhao, President of EVISU China, brought his views on the trend v.s mainstream.

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< p style= "text-align: center > > EVISU China President Zhao Junhao < /p >

< p > below is a record of the speech: < /p >

< p > Zhao Junhao: Good morning, everyone. I am Zhao Junhao from EVISU. I am delighted to be invited by the general assembly. I have the opportunity to share with you the topic of V.S mainstream.

In fact, in recent years, there has been a new category in the market. As we all know, it is called Chao faction. Then what kind of brand can be called genuine Chao faction or what trend is the real trend? In fact, the trend is a weird thing in many people's eyes, wearing different a target= "_blank" href= "//www.sjfzxm.com/" > clothes < /a > listening to unusual music and living a different life. This is just a presentation, they really want to express their distinctive way of life and their thinking.

The trend slowly accumulating. With the accumulation of these five years, it gradually formed a trend market, that is, the personalized market. When it became a mayor, many people began to pay close attention to it, feel the pressure and feel it existed.

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< p > in many people's eyes, the trend is an independent thing. The establishment of an independent region allows us to operate. Actually, in my eyes, the trend is a very life oriented thing. It is closely related to the mainstream market, or even a very late existence.

From the international market, there are a lot of mainstream brands and even luxury brands. They are interacting with fashion brands very much.

There are many brands that will carry out some cross-border cooperation, such as "a target=" _blank "href=" //www.sjfzxm.com/ "designer" /a ", which is the cooperation that we are very popular now.

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Some p cooperation has been in international business for many years, but in our independent and existing brands in many mainstream markets, they have peered at the trend of the younger generation. But they do not know how to run such a young group. They are undergoing large-scale pformation and feel that some of their brands are aging.

Then he invited some very famous designers and made many suggestions for himself. Then CEO, chairman of the board, decided that we should do business for young people. There were many cases in China, which often ended in failure.

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< p > in fact, the main reason is not really understanding the market of such a trend.

The trend market seems to be very large, but there are some very mysterious things in it, because the mainstream tends to be relatively centralized, and the data are more concentrated. But in the current market, the ten thousand individuals we face are ten thousand kinds of characters. It is hard for you to figure out what is in their mind, and there is an invariable principle in the trend market. It is fickle. They are changing almost every day, and the extent of their acceptance of new things is far greater than that of everyone we do.

So China is a new market, and the whole market in China is changing every day. The new type of human in the emerging market, its trend speed, from the current trend operator, is almost the fastest in the world, because Japan has a very constant principle, and its trend is only a culture in the two or three period.

In London, England, its trend is dominated by big designers.

Often the sustainability of a brand can also be achieved for five or ten years, but in the Chinese market, a mainstream brand will disappear for two or three years, so there is a new brand to replace it.

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< p > a lot of mainstream and trend relations are mentioned before. Let's talk about how we operate in the fashion market. In fact, when the mainstream market is salivating, the market is what everyone wants, no matter whether he is in the stage or the mainstream stage.

In fact, the impact of the trend market on the mainstream market is not in China in the past five years. In fact, it always exists. If you listen to the song, if it was placed 20 years ago, what it was, 20 years ago, it was a trend of allegiance. In fact, including any dress today, if we push it 20 years ago, you must have been the most fashionable person at that time, but we didn't notice it.

But gradually gradually invaded the mainstream market and replaced the mainstream market.

But the trend market does not always succeed in the mainstream market, because there are many trends which are too personal, and some of the thinking expressed at that time is not accepted by the mainstream at that time. We find that the success rate is about 15% to 20% left and right, and a large part gradually disappeared and eliminated in the gradual process.

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< p > I have been in the market for 15 years, and I am also one of the early business trends in China.

I don't have much data to talk about, because tidal currents are not data that can be analyzed.

10 years ago, I accepted the brand of a personalized jeans. It was the design of the whole pair of trousers. There were a lot of twists and turns on a pair of jeans. There were many different bits and pieces. Even a lot of trousers had a lot of movement. When the mainstream shopping mall was promoting, many people would think they had problems. Such pants could be bought by several people, and it was so expensive that the people who liked it could not afford it, and those who could afford it would not like it. They often thought that you could not afford to buy your product, and he could not afford to buy such a product.

But through seven years of hard work, when I left the brand, we were already the first place in China's high-end jeans, both in terms of sales volume and sales volume.

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< p > we have accepted a new brand.

The most expensive words can be sold for 2995 yuan.

Why do you choose such a brand, more than 5000 pants, and how many people from more than 2000 to more than 5000 pants?

In fact, through our efforts and adjustments, after a year and a half, our receivable income in China has reached 2 hundred million, which is already close to 4 hundred million.

Why do we develop so many markets, we are so bold to develop, in fact, at this time, we really understand that, to consider its feelings, we do not need to review the official data to analyze, we do not need any conventional theory to deduce it, because the trend of people, his greatest need is your perception of him, his perception of you, so we know very well where our guests are, what kind of shops we open, what kind of services we use, and what kind of marketing methods we can use to arouse our sympathy for us, because it is very difficult for you to achieve these ten thousand resonates for you.

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< p > in fact, in this business process, in addition to the way we perceive the market in the way of perception, in the course of our operation, the core idea is to differentiate some brands and personalities, which is the core management.

The company's contribution is 80% of the income or 80% of the profits. In our company, we all do 100%. We only need to make green leaves. We only make 20% profit. We don't need green leaves. If you have too many green leaves, it will tend to think you are a mainstream thing. You don't understand my unique personality. So in my company, when we do five year planning, we don't like everyone, how many stores we will open in the next five years, what brand we enter into the company, how many stores we open in the next ten years, we first restrict ourselves to the trend, and do not let it leave the trend. In fact, the core management comes from a 28 law. In many cases, we have 20% of the goods or 20% of the shops for you.

We have also run some other brands. There are some high-end women's clothes. They are actually some personalized things. In the first discussion with the other party, we are also the new shop that I have to help you open in five years.

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＜p＞　　当然在这个过程中，在团队的变化中，其实我们是非常重要，我们很在意团队和我们的共鸣，任何的品牌进到公司的时候，我们很在意所有团队的感受，只有你每个人真正能领会这个品牌它设计的理念和你的客人在哪里的时候，我们才真正的能推广，当任何一个品牌进入这个公司的时候，我们都会为它创造一群适合它风格的管理团队，在中国的服装界发展到15到20年期间，有很多大规模的管理人才，但随着时间慢慢推移，到市场细分化的时候，在每个服装都有生存的市场的时候，点对点的专业人士人才需求，有很多机会拿更多品牌，找不到点对点的专业人士，就是专业做个性女装的，专业做牛仔裤的，专业做运动的，有15到20年的经验的人是非常难寻找，所以随着中国服装的瞬息万变得情况下，我发现我们最大的问题在于什么样呢?我们不缺少品牌，我们缺

Less professional management.

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< p > of course, the tide is changing.

It changes rapidly, but there are still some rules in it.

These rules not only simply use your data drive analysis, we borrow a Andy Warhol Master said, he once said that in the future society, every 15 minutes will have a person to become famous, actually I borrow his to use Chinese clothing, in China's future clothing industry, every 15 minutes there is a new brand of attention, with the trend and the mainstream of continuous replacement, I believe that all our brands, what we see will be far richer in the present market.

Many people say that in fact, there is excess capacity or surplus. In the eyes of our trend, this market is a market that is never satisfied.

Thank you.

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