Seven Days CEO Interview With Mr. Ding Wei

Seven Days is a well-known international company in China. Designer Brand integration store, conceived in 05 years, was founded in 06 years. So far, many international designer brands have been shared in the Chinese market. So what's the difference between designer's integrated brand store and traditional clothing brand? This interview with POP 8th Anniversary fashion elite interview: the international designer integrated brand Seven Days President CEO Ding Wei explores the way of international designer brand integration store for us.

Ding Wei: SevenDays is considered as an early designer brand integration store in China, which is simply compared with the selected shops of design. Since the beginning of 05 years, the age of POP may be similar to that of the 06 year. Why do we position such a form? Mainly because we have been in the industry for so many years, we find that clothing is not just a functional one. With the improvement of people's living standards, we are all looking for clothes to match their own temperament, culture, or some additional value functions of social status roles. This is what we started in the market segmentation.

Reporter: what is the positioning of SEVENDAYS's customer base? What are the consumer groups it faces?

Ding Wei: SEVENDAYS was conceived in the 05 year and started in 06 years, mainly to see a composition of China's new middle class, and some more mainstream lines of white-collar workers in the future. This group of people pays more attention to a kind of rendering and catharsis of their own culture, which is not very similar to that of the previous culture, and requires a higher level of self disclosure.

Reporter: now SEVENDAYS is here. domestic market What is the distribution and what cities are they distributed?

Ding Wei: mainly in the first tier cities, Shanghai, Beijing and Nanjing. It has not yet expanded to all parts of the country.

Reporter: SEVENDAYS, it's a designer's integration store. Can you give a specific introduction to this mode? What kind of mode is it? Including its sales way and its channel way?

Ding Wei: let's start with the composition of the product. International Designers Why do brand integration stores bring two words in the world? I think fashion is different from nationality, just like music. We have excellent Chinese designers, some European Cooperative designers, some Japanese cooperative designers, European JOHN and MALKOVICH, and Italy famous designer Riccardo Rami, so there are many, many excellent designer brands in our store in Japan, including our own one or two original brands. MALKOVICH We build them together. So they share a common feature: they are all products after design. But when we integrate these commodities, we distinguish them from the style and concept of dress. Of course, there are some retro spirit in Europe, and some lazy, elegant design elements. Japan has always experienced a meticulous and delicate feeling, and there are some products in the women's clothing compared with the other products. Then there are many humanistic ideas and ideas in Chinese designer's products. We put these different styles of designers together to provide consumers with more choices.

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Reporter: then why does SEVENDAYS use such a pattern? This pattern of designer brand integrated store? This mode is rare in China in 05 or 06 years.

Ding Wei: because our traditional clothing sales have been doing very well. It's a thousand brands. The performance is tens of billions of dollars, twenty billion, just like this market segmentation, not too many people to pay attention to, some may be concerned about not enough. Then we do not want to overlap the domestic market, nor do we want foreign institutions to continue to monopolize them. So luxury is different from ours. Then we see the market report and industry survey of luxury goods. Our growth rate is too high for luxury goods. Now we have come to this opportunity. Some original products with added value and cultural added value occupy a leading position in the market segments.

Reporter: just talking about the cooperation between SEVENDAYS designers at home and abroad, what is the cooperation mode between Seven days and these designers? Because there are many kinds of products like China, some of them sell the designer's stuff directly, some of them go to buy their products first and then sell them, so what kind of form does Seven Days cooperate with them?

Ding Wei: first of all, when we build this platform, we pay great attention to the international fashion language, and the operation rules of an international market segmentation. We have been working hard to study and learn, and hope to integrate with the international market. So the cooperation of some overseas designers is not based on money or our input. It is nothing more than a highlight: 1, the attraction of the Chinese market to them is 2. We are right in the field of market segmentation and their majors. Then we cooperate with designers, we develop together in many ways, we develop together a platform, we act as their agents, some designers want to sell their goods in our stores to do some exploration in the Chinese market, so we are a multifaceted and diverse way of operation.

Reporter: a variety of cooperation modes, then how does SEVENDAYS choose to match our designers, or what kind of criteria are used to select designers and products?

Ding Wei: at the moment, I think there is a problem behind you, too. Design In fact, the meaning of design is: the basic functional attributes of the product, the designer, the creator, the creator interpret their understanding of fashion, and the interpretation of some cultures through the clothing design. This is the design. When we integrate our designers, when we integrate these brands, we will see more about clothing itself and its own cultural characteristics. For example, we talked about the popular cultural characteristics of Europe today, or some of the characteristics of Chinese culture, and then merge these brands.

Reporter: in addition to co designer, SEVENDAYS, as you mentioned just now, has its own designer team. What kind of work does SEVENDAYS's own designer team do?

Ding Wei: our Seven days's own designer team is not huge. It's just because our project needs such a small team to supplement it. Then we have some designers' resources. They can provide their own cultural attributes, and we do not want them to change. So, our designer team is mainly to supplement these gaps in the current market.

Reporter: such a designer's integrated store represented by SEVENDAYS, but there are other integrated stores in China. So what do you think is the significance of our local clothing integration store to the clothing industry?

Ding Wei: we are very welcome and very happy to see that there will be a lot of integrated stores coming out, some of them are smaller scale, some are the practice of enterprises. We see this: China's entire fashion industry needs a group of people who eat crabs, and those who walk ahead need a large group of consumers who can understand the market and understand the market. In the middle, there are also some new media like you POP, boldly connect these two cultures, the more people participate in the market, the industry is doing more and more relative standards, and more and more mature.

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Reporter: in the current market environment, you just mentioned, what challenges will designers integrate stores face?

Ding Wei: the first premise is the consumption habit, but China is a country with a large population base. It always leads the way forward. It is always some fashionable spirits in some developed areas. Some fashionable consumption patterns will gradually permeate. This is a consuming habit that we urgently need to cultivate. The second is our own influence, our physique must be strong, and we must have a strong influence, so this influence can not be molded in a day. This may be the choice of our designer shops. In life, some famous designers in China, including the mainstream international mainstream media in Europe, such as Vogue, are very recognised designers. But in the domestic market, consumers have a low awareness rate. This is the first question you asked me in front of the industry recently. I also take this question to see how to pass more important market information to the market.

Reporter: you have just collaborate with the designers Seven Days and many local designers. In fact, they are also a push for them. It is also a push for a local design and a fashion design industry. Can you tell Ding Zong about these local designers who are combined with SEVENDAYS or their own? product ?

Ding Wei: I remember it should be in 08 years, 07 years, I give a few examples: Xander Zhou Zhou Xiangyu just came back from Holland, as a designer, he came back to create a series of men's clothing products, then there may be sales demand, so we started cooperation. At that time, Zhengda mall sold its products, and later, the reaction was good. Coupled with his efforts in recent years, he insisted on the industry's professional field. He now does his own publishing every year in Italy, France and France, which is a point of our cooperation. When we first entered the domestic market, we gave him one. I told him that life is a traveller. When we walk in a strange city, we always have to find a post. Then we also hope that many of our excellent designers will have such a post station and let him feel at home. This is our hope. POP has been in a new industry in China for 8 years. It is hoped that POP will be healthier and more solid in the future.

Reporter: thank Mr. Ding Wei Seven Days CEO for accepting our interview.

Concluding remarks: I hope to be a leader in the field of integrated brand store in China's international designers: Seven Days can provide more excellent designers with a home like post station; art has no borders, and will introduce more rich designer products with rich cultural backgrounds into the Chinese market.