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Core tips: Relying on her unique insight into Wenzhou women's wear since childhood, she has been fond of painting, depicting her "kingdom of women's wear" -- promoting online brands, opening integrated stores of physical brands, and customizing women's wear, so as to walk the road of diversified and differentiated brands.This week we take you to the post - '80s wenzhou women's clothing brand "chief".

With the fashionable dress of avant-garde women, but also with a woman man like able short hair, this is the first time I met Ye Jie left an impression.With her unique insight into Wenzhou women's wear, she has been fond of painting since she was a child, depicting her "kingdom of women's wear" -- promoting online brands, opening integrated stores for physical brands, tailoring women's wear, and taking the road of diversified and differentiated brands.This week we take you to the post - '80s wenzhou women's clothing brand "chief".

 

Character card

Name: Ye Jie

Native place: Wenzhou

Date of birth: June 1980

Position: Chairman and brand director of Shanghai Jiahan Industrial Co., LTD

Experience: I have been fond of painting and dressing myself since childhood, and I am naturally keen on color.At the age of 19, I started from fabrics and successfully developed the first technology of making washed leather in Wenzhou.

12 years of focus on fabrics, never away from clothing.In 2003, he took over "Angel of Europe" and founded "Di Hali", which officially turned to the development and development of women's clothing brand.In wenzhou to create a fashion capital of the concept, to create a brand in dongtou Outlets, my concept is to create wenzhou women's clothing brand.

Key words: 12 years of accumulation

Reporter: Was making clothes your first choice of career?

Ye Jie: Fabric was my first business. I have been working in the family business for 12 years, which laid a good foundation for my future career in the clothing industry.

Make fabrics and make dress same, want to hold quality, colour, popular trend, this is brain work.In that year, I mainly focused on the research and development of washed leather (clothing PU), which is rare in the market. At that time, we were the first one in Wenzhou and the sales were very hot.At the same time, making fabric is also a physical work, I am responsible for the development of the company's leather, leather pattern, thickness can not be chosen behind closed doors, need to see the market around the country exhibition.After years of training in the composition of fabrics, I have an advantage over people who start from scratch.

Key words: like drawing

Reporter: Why switch to women's wear?Did you have any challenges?

Ye Jie: After all, fabric is a trade industry. I want to be a brand, because brands can be inherited.What's more, I have been fond of painting since I was a child, and I have a keen sense of color. With my experience in the fabric industry, I am determined to transform myself into a brand of women's clothing.

In terms of challenges, every industry has them, as does the clothing industry. In the constant changes of the market, several brands operated by the original company have encountered bottlenecks. For example, with the change of the fashion trend and the change of consumers' aesthetic standards, the original positioning of the "Angel of Europe" brand has begun to fail to adapt to the market, and the development of the brand has encountered difficulties.So I volunteered to take over and remake it.

Key words: Grafting e-commerce

Reporter: How do you position women's wear?

Ye jie: I have repositioned the three brands of the company.Like the "Angel of Europe" positioning in the simple modern, bright color, the target consumer group is 30~35 years old white-collar class.In July last year, I founded the second brand "Di Hali", which belongs to the retro style of chivalry. I divided it into four themes: cavalier wear, retro wear, elegant wear and retro casual wear. It is aimed at literary youth and personalized young people around the age of 25.

The third "Yuan Mu", originally we are to make it wholesale, positioning in the middle and low end.But now with the rise of online consumption, I'm going to make this brand into an online brand and graft it onto e-commerce.We set up a special team to operate the "Yuan Mu" e-commerce project.Considering the fierce competition of e-commerce at present, we target this brand at the age of less than 30 and the price range is 100~200 yuan.

Data from Alibaba Group shows that shoes and clothing, textile and chemical fiber, and digital home appliances are the top three sectors in e-commerce transaction volume.As the capital of light industry, Wenzhou has certain industrial advantages."Yuan Mu" will try to open up new markets as a network brand.

 

Key words: integration store

Reporter: The industry says you introduce a new concept store, what kind of sales model is this?

Ye Jie: Integration store, a new sales concept introduced by me, is a joint venture with agents, joint stock cooperation, management mode and delivery are operated by the company.I opened my first integration store in haining Yintai last month, and the response has been good.

Abroad, the concept of an integration shop is to integrate the brands of many designers.In China, I made some adaptations, namely, to open an integrated store for my own brand.The integration store can realize resource sharing and reduce cost.The integrated stores are larger than individual stores, offer consumers more options, and offer leisure areas where men can hang out with their wives or girlfriends for a cup of coffee.

However, integrated stores also have certain limitations. They must be opened in large Shopping malls (super large scale Shopping centers), and the stores should be wide. It is not appropriate to open them in ordinary Shopping malls.The integrated store will be a trend for the development of clothing brands in the future, which can enhance the popularity of the brand. Next, it will be opened in Wenzhou.

Key words: Outlets

Reporter: The municipal government is going to make Oujiangkou New Area and Dongtou "Oriental fashion island", as a member of the fashion industry, do you have targeted planning?

Ye Jie: The municipal government has proposed to make Oujiangkou New Area and Dongtou the "island of Oriental fashion". For our garment industry, it is a policy to usher in the spring.

In 2008, we set up the "European Angel" venture industrial park in Dongtou, covering an area of more than 30 mu.Next, I plan to build the base of Dongtou into outlet of the brand. At present, there is no industry like this in Dongtou.We have sent the feasibility report to the relevant departments, ready to introduce children's wear, men's wear, and assemble the new fashion industry chain such as catering, entertainment and supermarket.

Reporter: What do you want to achieve in the short to medium term?

Ms. Ye: More stores."Angel of Europe" currently has 50~60 stores nationwide, among which there are four or five in Wenzhou.Next year it plans to have 100 branded stores for Euroangel and 30 for Dihali.

Although in recent years, "Continental Angel" has won a lot of honors, such as the national top ten women's clothing brands, etc., these honors are not very important, the most important thing is the recognition of consumers.Branding requires a process in which the government recognizes local brands, consumers and the market recognize our brands, and the market recognizes our brands.The popularity that these 3 factors compose a brand, be short of cannot.

In the past, wenzhou brands had to go out to gild before coming back to the market. I want to create a loud Wenzhou brand in the future through our efforts to accurately analyze the positioning and market segment of the brand.

Key words: New style

Reporter: With your experience, what level do you think wenzhou women's clothing brand is at in the whole country?

Ms. Ye: Before 2010, the market had a unified view of Wenzhou womenswear -- it had no style of its own.Mainly because wenzhou women's wear did not find their own positioning, brand awareness is not strong, so that the market to Wenzhou women's wear formed a fixed view.But now Wenzhou women's wear has formed its own distinct style, such as snow song, piaolei, Wandian, bagpipes, etc., the market recognition has been improving.

Nowadays, wenzhou people's style of dressing has changed a lot and they are beginning to recognize their own local brands.However, the current expansion of the brand has encountered a talent bottleneck.For example, when we go to the exhibition, the agent sees that our brand needs to expand the store. How to make the performance of a store depends on people, and we need to improve the information platform, talents and resources.

At present, the garment industry is not too prosperous, mainly affected by the economic environment.However, the development of clothing is impossible to stop, the clothing industry has recovered somewhat this year, some women's clothing brands launched new sub-brands, the market share is rising.

Key words: love yourself most

Reporter: Do you have any other brands you like for women's wear?

Ye Jie: I prefer the Initial brand of Hong Kong and KangJinYoung brand of South Korea. The styles of these two brands are different. The KangJinYoung brand of South Korea has a luxury quality, which is named by New York Times as another brand from the East after The Japanese Brands of Kawakubo and Yohji Yamamoto in the 1980s.While the Initial of Hong Kong is a casual and elegant style. I especially like its promotion concept and sales model -- understanding consumer psychology, communicating with customers as friends, and after understanding the age, occupation and dressing style of buyers through communication, recommending clothes, pants and shoes in a consistent manner.

But now I like to wear my own brand most, because my own brand also follows the fashion trend.

If the heart has no place to rest, where are wandering.It doesn't matter what you do or where you do it, but your heart must be in place and you must do everything with your heart.