Wang Hongying Shanghai fashion men, women, through the year round between Shanghai and Italy, if successful women entrepreneurs to describe, as intellectual, elegant and more in line with her temperament, a woman in career success, you may be However, at the same time, the family can be run well and the training of children is excellent. What exactly is a perfect female image? In the brand marketing period dominated by private enterprises, it is also a period of rapid and steady development of China's economy. The original garment processing enterprises dominated by processing profits began to value the market benefits brought by the brand management. Some large-scale processing enterprises in the brand restructuring, some emerging into the consumer's horizons. After entering the new century, the brand development of China's men's clothing industry has reached a certain scale and influence. In comparison with other clothing brand products (such as women's wear, children's wear and public casual wear), business men's clothing has entered into development Flat period. Men's brand in the mid-90s, when the Chinese clothing is still in a dull, stereotyped era. Wang Hongying, who was first involved in the business of the sea, used Callisto to lead the concept of wearing a new era after seeing the dull traditional suits. He presented the latest Italian tie to the best ports in major shopping malls in Shanghai, Can feel at a glance So sudden sudden growth of performance, but also became a shopping mall at the age of a colorful landscape, breaking the relatively monotone dull tone at that time. If you do the counter image, the way to do the display is the first step, then the concept of wearing a new era of delivery is the second step, but also the most important step by some of the clothing details of the new design, so that the original dull and boring men increased Fashion and fun, this is Wang Hongying and Callisto has always insisted and the pursuit. Different from the brand ambassadors of other brands, it is one of the differentiated routes for the brand to expand the high-end and intellectual consumers by cooperating with TV programs and celebrities. In the process, it is better to say that it is a partnership The corner of the private dressing consultant, apply a statement Yuan Yue: "My fashion feel is to grow together with Callisto." Wang Calvary Corporate Development Co., Ltd. Shanghai Wang Hong Ying break the boring image of the host Moderator: In the nineties, people are not men's brand concept? Wang Hongying: Chinese clothing was still in a relatively simple and stereotyped era. We talk about the tie will only think of Goldlion, the suit is Pei Mengmeng, the color is generally boring. Although foreign brands slowly began to enter the mainland market at that time, it was only limited to five-star hotels which opened first-line stores. Foreign-funded department stores were still in their infancy and this is an opportunity for us. In addition, See a lot of sense of color shirt tie. Let me be more convinced that the Chinese men's market has potential for development, so we began in the mid-90s began to cling to their own brand. Moderator: In fact, the nature of women is very interested in clothing. However, many people choose to do business may choose to women's clothing, because the color, style are very diverse. Why would you choose men as a cut entry? Wang Hongying: This is also out of coincidence. He was acquainted with Mr. Yu (Chairman Callisto) now. He was very much interested in the arts. He was not a professional designer, but it did not affect him to like all the good things. At that time when traveling to Italy, Mr. Yu was deeply attracted by the color sense of ties there, and his inspiration in his mind suddenly came out with pen and paper, painting some of his own design ties. At that time, we developed the idea of ​​making a tie, so we drew a lot of tie drafts to designers in Milan and South Korea, and designers turned our drafts into real ties. All these concepts were sprouted by Mr. Yu. In his life, he especially likes to imagine some beautiful things, so the beauty of the more unique grasp! Carry out the idea of ​​not drifting. Moderator: We have been talking about why a few years ago to do the brand, you can see that this is the rapid development of China in recent years, including other Chinese men's brand, these later brands will have for you Pressure? Wang Hongying: Competition is inevitable, but not stressful, because the brand development of different routes. Other brands are likely to be more sales-oriented and are basically designed and launched by customers that prefer products. There are also a number of very strong OEM factories in China, so the garment industry is particularly large in China and the manufacturing industry is very strong. And we have always wanted to bring up the concept of Italian clothing gradually nurtured and able to take their own design line, so the designers are basically from Italy, South Korea, always adhere to the Italian elements throughout the brand, through the Italian PITTI UOMO International Mens exhibition inspection, we will be the forefront of trends and ideas into our design for the first time, while our materials and workmanship is sophisticated and sophisticated. Consumers also think it is very fit and comfortable, and thus like our brand. Moderator: Each brand has its own insistence. What do you think is the insistence on leading your brand development? Wang Hongying: We always know what it means to design, but also know how to design those enduring styles, and make people more comfortable to wear. No comfort luxury is not called luxury. The basis of this comfort depends first and foremost on the quality of a piece of fabric. We attach great importance to the fabric of high-end positioning, material and technology must also be the best. Men's clothing itself is in a tedious detail to reflect its value, so we pay great attention to detail, but also our own characteristics. Not only to use high-end fabrics, but also with innovative fabrics, it is very important to play a leading role in the industry. Compared with other brands, we will not meet the market, but to guide the market consumers have not tried before, and that is what we want to do. Now we all know that to wear linen clothes, very little market when we launch, low acceptance. However, we still insist on the introduction of linen clothing every quarter, and persist until now. Because we firmly believe that this not only the concept of environmental protection in the future, the most important thing is comfort, it should be said that from last year to this year, the popularity of linen highlights the belief that we are in the fabric on their faith. Moderator: In addition to adhere to the design, the insistence on the brand itself how to do? Wang Hongying: sales model is what we have been insisting, though more difficult, because we want to create is a concept of matching, we want to train the shopping guide is consultative sales, of course, to change everyone's traditional concept will take some time. Consultant-style sales model requires that we shopping guide itself is to understand and understand how to display the way to make the guests feel do not buy it does not matter, but you can boldly in front of the mirror try, guests feel in front of the mirror with a set of matching After the glamor, the guests themselves feel younger and smarter, and become more confident, then our sales will be easier to succeed. Second and third tier cities great potential for development Moderator: Mentioned the industry competition, I see today a more interesting point of view. On the future of men's competition, Fujian's brand that the future of men's competition in China is in the second and third tier cities, and some menswear enterprises in Wenzhou, China Men must go global and more. Your brand has always had Italian origin, with an international perspective. Future brand competition more focused on taking the second and third tier cities in China, or more focused on taking the foreign markets? Wang Hongying: The Chinese market is indeed very large. We have persisted for many years and took the more high-end domestic routes. In the development process and did not strongly pursue the number of stores, but the pursuit of quality and position for our brand positioning of the mall. It is easy to open a shop in China, but we did not do it. For so many years, mainly in foreign department stores, domestic department stores to do front-line department store. Over the past five years, the changes in China's department stores have been particularly large, especially in the large department stores. Their entire concept has changed so rapidly that adjustment of the brand structure and brand positioning have been adjusted very rapidly. Some of them have already surpassed many foreign-funded department stores. The speed at which we shop is also accelerated by such changes. In the second and third tier cities in China, although we have not included in the major plans of the past three years, we will also penetrate more cities. Second and third tier cities have higher and higher spending power. More importantly, consumer attitudes are changing and dressing concepts are changing. Therefore, the second and third tier cities in the future are a promising market. We have a long way to go in the Chinese market, creating a brand that makes more people understand and likes more. Hope that more people wear our clothes, like our brand. From the current situation, we have the strength, the concept of agents in a relatively short period of time can achieve good profits, so I firmly believe Callisto future market trend is very good, we are full of confidence. Create a personal fashion consultant Moderator: Just introduced You have described the image of several men, including business, vacation. We know that men's brands love to use special advocates, but your brand is rather low-key? Wang Hongying: In fact, every consumer is Callisto's spokesperson, our customer base is very assertive people, judgments of things have a keen sense of the dress they are more focused on their own way of experience. They really like Callisto's clothing, have a unique understanding of the brand culture, and are keen to recommend to the people around. We also cooperate with the first financial and other television media, many of them celebrities, media friends, moderators, through their cooperation after the dress concept has changed, often in virtually our brands have a good understanding. In our VIP group, like Mr. Yuan Yue is our loyal VIP for many years, we as his personal dress consultant, will help him to match, he is very popular host, can be said to be fashionista, and now he This is a tacit understanding. Being able to communicate our concept of dress to more people is in itself a case of our success. To cite another example, Mr. Chen Weihong, the host of CCTV2 Financial Channel, will wear our clothes at important events. When necessary, we will match him with costumes that match his temperament and temperament. Culture drip Culture: Your brand is actually very much valued is the transfer of a brand culture, the concept of brand precipitation. It is because the brand has always come from the more literary Italian place, or because you as a female manager is more concerned about this relatively soft and flexible place? Wang Hongying: Both have. After I graduated from university, I worked as a teacher and then in this industry. May pay more attention to this aspect of thinking, whether it is for the customer's consideration or the staff's consideration. Every year, the company does a lot of things that I think make sense, which is very helpful for every colleague's values, world view and personal career. I know every year, school teachers to select advanced workers, I think after the start to encourage each employee is the best, only to think they are the best, will follow the pace of the company continue to motivate themselves, once Internal power will not be able to resist. We do not judge the outstanding workers from year to year, but do it by ourselves. We will list ten awards, such as saving, filial piety, dedication, innovation and fashion awards. If so many employees A certain aspect of an improvement, I think this is the drip culture, this culture has been throughout the company for many years. Balance career and home host: In fact, mentioning the relationship with their parents, in particular, want to ask you is that most women in the cause to achieve better results must pay more than men. Do you have to sacrifice something or compromise something for now? Wang Hongying: no compromise, but to maintain the balance of career and family. There will be some payout during the balance and some will be discarded. Basically I will put all my energy and thinking on work and care for the family. Since business and family are all very important parts of a woman, I still have a good balance in this area. I believe that if I can think of everything I can do well, this is the perfect living condition. Maybe I am also more pursuit of perfection, hoping to get the job done well, and basically at home with children, sir enjoy life together, and both parents have to balance well, so as to be conducive to a better state Face work. Under the pressure of the environment to adapt to Moderator: Learn through the microblogging, you often cook your own? Wang Hongying: My husband is a native of Hong Kong. His mother is a Chaozhou native. The demands on the wife in these two places are very high. I think a lot of things are not self-motivated, or the environment to give pressure. Each Chaozhou wife is very capable, cooking is first class. I would like to have such a request to myself. Generally speaking, many girls in Shanghai do not do housework. Therefore, first of all, they have the ability to adapt and learn. The most important thing to communicate with her mother-in-law is to take a small book to record. She dictates the process of cooking. All recorded, to the back of their own learned will innovate, and now I will teach Aunt cooking, the menu will be emailed to friends to share. The soup in our house can not be duplicated within two weeks, the same twice a week to be tired. Moderator: Finally ask you a few quick question, your favorite place or city? Wang Hongying: Every city has a place I like. I was especially eager to find out about the different beauty. All of them have a special appeal to me. Everywhere, I leave impressions, and those moments are the most beautiful. Moderator: Most want to recommend to our users a book. Wang Hongying: one is "living law." 80, 90 after the group I recommend Mr. Yuan Yue "black apple" workplace EQ classroom book. Moderator: There is no favorite women? Wang Hong Ying: Ye Ying. She is a very successful executive, and what she is doing now is more about how she shared her life experience with young people, which I enjoy. I hope the future when I was her age, I can do more meaningful things. Moderator: At present, you are thinking about the problem? Wang Hongying: The first is how to transcend oneself. The second is how to live a happy life. Happiness is very important, life is very short how happy life every day, is the so-called to improve the index of happy life.
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