Miba Nuo: China's fast fashion cutting-edge women's brand of the road

--M1BANU Mimba New York fashion brand Jiang Shaoqing general manager interview

M1BANU, a brand that has always adhered to the simple idea of ​​"creating beauty" in the early days of entrepreneurship, is the only brand in the Red Sea market sweeping the fashion storm that can meditate on the big picture and prepare for it at any time In the occasion of the real opportunity to firmly grasp, occupy their place. In the past two years to expand the market, M1BANU based on the blank area plowing the market, to produce a complete answer sheet. M1BANU Today's success is inseparable from the founder of a calm, calm and sincere heart, in the next press interview, Hong Kong Freepoint Fashion Co., Ltd. General Manager Miss Jiang Shaoqing one by one to tell us about an outstanding women's brand growth path .

Reporter: We all know that M1BANU is a brand of women's clothing under the Freepoint Apparel Co., Ltd. in Hong Kong. For now, is the freehold a sizeable enterprise? Also in what kind of market background has created the M1BANU women's brand?

Miss Jiang Shaoqing: Hong Kong Free Clothing Co., Ltd was established in 1998, up to now has nearly 14 years of history. Since its inception, Freepoint already has three own brands, namely the fast-fashion women's brand Mi Pa New Zealand, the high-end women's brand Nancy Ni and the fashion men's brand H & Y2003. For so many years of Ebb Tide, the company's operating system has matured, becoming a well-known R & D, production, sales and management in one of the clothing brand companies.

In the clothing business before the freedom point is a well-known clothing brand regional agency, it is also such an operating experience and enthusiasm for the apparel industry and high-quality terminal sales management capabilities, the free point of the regional sales outlets have been in order and Stable expansion, many of which are self-employed sales terminals, channels established a certain influence on the channel, and the company is not satisfied with all the achievements in the agency position, has been holding the dream of own-brand building, so At a time when the stage is ripe, we set up the freepoint dress and founded the M1BANU brand.

Reporter: M1BANU founded on such a stable market is how to locate the brand, what kind of channel operation mode is adopted?

Miss Jiang Shaoqing: M1BANU is a brand located in the city fast fashion lifestyle apparel, the main consumer for 25 to 35 years old, have certain requirements on the quality of life, fashion-sensitive urban women, they have a unique understanding of life and extraordinary The aesthetic view, but also have a strong economic purchasing power.

The product positioning in line with the current urban women's daily wear needs, whether in the streets, the workplace or a variety of different social occasions, Amy can find the most suitable at M1BANU their own clothing, accessories and shoes, etc., become the most dazzling gathering A pearl

Currently M1BANU fashion style has been blowing all over the motherland's major north-south, selling mainly to direct sales stores and franchisees, supplemented by some of the advantages of shopping malls, sales outlets are distributed in southern China, Central China, East China and the Pearl River Delta Coastal cities.

Reporter: M1BANU current operating conditions? In the domestic economy began to pick up the momentum of the environment, the recent major moves?

Ms. Jiang Shaoqing: M1BANU has set up dozens of franchise stores in South China since its establishment so far and has VIP base of nearly one million consumers. As the franchise system becomes more and more large, the number of stores and brand loyal customers are growing steadily.

2012 is a crucial year for China's apparel industry and M1BANU's brand integration year. This year, we have upgraded and upgraded all aspects of our brand image, product development, production technology and sales management. Will be in some key cities in the commercial center with the latest brand image of the terminal opened large flagship store, through the form of a point to expand the surrounding second and third tier markets.

With years of experience in terminal operation and management of apparel chain stores and a well-established product supply system at the headquarters of the company, M1BANU has now formed a set of terminal operation and management models that can be rapidly copied. In 2012, it will fully expand its market in China and strive to take root in the blank market Landing, in the existing regional markets intensive.

Reporter: A good marketing network is attracting more and more people to join M1BANU, is what kind of advantage has attracted franchisees? What company's franchisee policy support?

Miss Jiang Shaoqing: First of all, M1BANU positioning as a fast-fashion women's brand, the fashion trend, a systematic analysis of market trends, the company's strong design R & D team to grasp the popular models are very accurate, rich product mix, new update frequency, update style Weeks out of a new weekly update dozens of new, can effectively attract customers and improve customer spending frequency.

Second, M1BANU headquarters has a sound operation management and control system and terminal training system, from the new store decoration, opening planning, store management, personnel training, product management have a sound management and training mechanism for franchisees to quickly and easily grasp the terminal Shop management.

And, M1BANU terminal stores have formed a network coverage, has a certain brand influence and chain effect.

M1BANU is willing to cooperate with the brand franchisees to provide "zero franchise fee" policy for its opening a comprehensive promotional activities planning, combined with the local media every year, brand advertising, the terminal management system operators and end-users to systematize Training. In addition, the shelf support and 100% return is to ensure the smooth flow of goods, franchisees do not need to take inventory risk.

Reporter: How do you think of the current fashion industry, "fast fashion" wave?

Miss Jiang Shaoqing: fast fashion for the domestic brand should be a word, along with a number of considerable strength of the bulk of clothing ZARA, H & M, MUJI, etc. into the Chinese market and presented to our eyes.

So what is fast fashion? Fast fashion is a style or a series of reaction?

In fact, it should be a more mode of operation, is a closely follow the trend, quickly converted to consumer products to the market supply of the first operating mode. Currently in women's mature market, the emergence of fast fashion is also a period of competition fast fish eat slow fish, big fish eat fish phenomenon, no doubt like ZARA, H & M this is the big fish in the pond, both on the brand Of the building, the location and size of the terminal store business district, R & D team and headquarters operations are we can not match; but this mode of operation we can refer to the place, the market is an ecological chain, big fish also go To, can not eat, as some of the local brands, should be more superior, analyze the market to find the gaps and entry points for the market, ready to seize the opportunity to get ready.

Reporter: On your own, how to enter the apparel industry? What admiration for new entrants to this industry?

Miss Jiang Shaoqing: At the time when I was in this business, I was still young and had a simple idea of ​​"creating beauty". I hoped that my friends and customers would be able to choose their favorite costumes to show their beauty , The most attractive side.

For newcomers, there is nothing to say, in the hope of sharing an interesting story with them.

A scientist at a university in the United States once conducted an interesting psychological experiment called "Scar". They declared to participating volunteers that the experiment was aimed at observing how people react to strangers with physical impairments, especially those with facial bruises. Each volunteer was placed in a small room without a mirror, a professional makeup artist in Hollywood to make a bloody, shocking scar on his left face. After the volunteers were allowed to take a look at the make-up effect with a small mirror, the mirror was taken away. The key is the last step, make-up artist said the need to apply a layer of powder in the wound surface to prevent it from being accidentally erased. In fact, make-up artist used a tissue to erase the traces of make-up. Unknowing volunteers were dispatched to waiting rooms in hospitals to observe people's reactions to facial scars. The time has come for the returned volunteers to invoke the same feeling without exception - people are rude, unfriendly, and always looking at their faces! In reality, however, their faces were as usual and as nothing different; the reason why they came to the conclusion that what appeared to be erroneous self-perceptions influenced their judgment.

This is really a thought-provoking experiment.

We tend to devote great efforts to understanding others and knowing others, but seldom spend energy on knowing ourselves and knowing ourselves. We generally can not directly see their own appearance, only through the mirror, photos. Similarly, we generally know others through the eyes of others, everyone in the eyes of you are not the same, 100 people in the eyes of you have 100, 1000 people have a thousand eyes, you are different You are different in the eyes of people. So what are you really like it, the real where are you?

"Scar experiment" clearly tell us the answer - the heart, a heart irritable man even in the quiet is also manic uneasy, a deep inside of a clean person, his world is still clean. Whether it is the pursuit of wealth, happiness, tranquility, security ... ... to your heart to find it, there are endless resources and energy.

Only when we can see ourselves correctly can we see the world and our inner qualities are more linked to individual achievements. How big heart, how big the pattern.

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