betu Betu chairman Q: Mr. Tung Hello, welcome to you as our guest on the topic of Shenzhen fashion show, to share with us some of your brand's operation and promotion experience. First of all, B & B as a Hong Kong women's brand has entered the Chinese market for nearly 20 years in the market has also been recognized and loved by many consumers, many women think betu is a best choice for office white-collar workers do not know if this is Betu has always wanted to pass the message to consumers? A. Indeed, before betu was the "Variety Commuter Queen" brand philosophy to lead the fashion trend of the workplace, trying to use the European mainstream fashion design elements, combined with the aesthetic needs of the East a new era of women to meet the fashion trend, the pursuit of exquisite aesthetic 23-33-year-old urban white-collar women in various occasions dress needs. However, in recent years, we have realized that more and more modern women are no longer confined to wearing simple fashion clothes. They have higher demands on life, work and family. Therefore, in order to better satisfy these women, 2014 Year, betu in "Variety Commuter Queen" will be based on a comprehensive upgrade of the brand positioning, with light luxury quality easily with "light suits" semi-formal, that is, strong sense of fashion commuter loaded as a new product positioning, as Enrich the product line, at the same time establish a colorful rich new era of betu girl brand image. We hope that betu girl is both a beautiful woman in the workplace and a woman who loves rich life. In terms of brand value enhancement, we will also take art as design inspiration, through light luxury fabrics and exquisite product design, cross-border fashion stars in different fields, promotion of store services, release of many fashion media channels and more, giving the brand more connotations , Enrich the brand value, enhance customer shopping experience. Q: Yes, the consumer shopping experience is very important. Only when consumers think your brand offers different value, they will like you and remember you. However, with many domestic and foreign fashion brands entering the Chinese market in recent years, the face of such a fierce competition in the domestic women's market, betu have taken what kind of brand strategy? A: The competition has always existed, but we believe betu offers consumers more diversified brand values. First of all in product design, in addition to keeping up with the fashion trend, we will add more artistic elements, such as this autumn and winter design theme, is the 1960s art background inspired by the design of a series of vintage design, the choice of fabric, will More light luxury texture, in the details of the design will be more into the brand's Icon element, we hope to provide consumers with easy light luxury quality with "light suits." Secondly, in terms of brand promotion, we will continue to cross-border different areas such as fashion celebrities and even world-renowned brand companies such as Disney in an attempt to provide a richer consumer experience. At the same time, the brand culture of "Caring" will also be launched. The brand's caring spirit will be passed through the projects such as art care window or June 1 Care. Thirdly, to upgrade the store service and optimize the shopping experience, betu will invest more in the service of the store this year, In addition to service training for shop staff, it will also introduce new pre-order free courier and other intimate customer service, all in all to create a quality shopping experience. Q: You just mentioned cross-border, in recent years, many corporate brands have also proposed cross-border thinking, micro-film, art salon and other activities do not know betu cross-border will be involved in what areas? Can you explain it to us specifically? A: Yes, the reason why cross-border is to cooperate with more high-quality celebrities, the media and brand companies to provide consumers with different experiences. For example, in the first half of the year, we passed the Iraqi week with popular fashion star Tong Liya has a good cooperation, but also sponsored many television anchor fashion apparel, but also with some fashion media such as posters network fashion Daren street cooperation. In the second half of the year, we will also co-design the limited edition "Minnie Mouse Collection by betu" series with the well-known brand company Disney in the cross-border world and the fashion muse image of the cartoon character Minnie. The series will also start in the Top 100 stores by the end of August Sales. We hope that the 90th anniversary of Disney can be the combination of the two brands to jointly create a dominant brand. On the other hand, it will also select high-quality popular fashion stars for cooperation in different fields such as cross-border films, TV dramas, singers and anchors, jointly interpreting the betu style and upgrading the brand image. Q: Now facing the transformation of the apparel industry, the domestic part of the clothing brand development bottleneck encountered, betu brand future through what kind of development plan to achieve more long-term development? A: Since betu opened its first store in Shanghai in January 1992, with the continuous expansion of the domestic market, Top 100 stores now have their own mature direct sales network in China's first and second tier cities Has more than 100 direct sales stores. The future will be from the following three aspects of the development and expansion of the brand, the first, a better operation of direct marketing benchmarking shops, high-quality products, high quality service with the image of the store to serve more consumers; Second, the focus will focus on the development of franchising, Provide one-on-one franchisee services and preferential policies, and in some areas we will also provide affiliates opportunities to establish a more mature affiliate network. Third, we will attach importance to marketing concepts in the O2O sector through online e-commerce and online Under the better combination of shops, providing consumers with "seamless experience" services and support. , Betu hope to invite more powerful franchisees can stationed together to betu into a domestic high-quality women's brand. For more information, please visit the investment page: http://zs.ef43.com.cn/items/betu/
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