Interview With SELECTED CEO Sun Aike

< p > for the fast developing Chinese clothing market, the clothing brand has gone through the stage of raising awareness. The problem before the clothing enterprises is how to increase the consumers' purchasing stickiness and cultivate their consumer loyalty under the homogenized environment.

The reporter interviewed Sun Aike, CEO of the famous Danish Fashion and business casual men's wear brand, SELECTED.

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< p > < strong > domestic < a href= "http://www.91se91.com/news/index_c.asp > > clothing market < /a > male loyalty is high < /strong > /p >

< p > reporter: you have served in Nestle for 20 years, from fast food to clothing, what has your work done before? What do you think of China's < a href= "http://www.91se91.com/news/index_c.asp" > men's wear > /a > especially the business men's clothing and its future development trend? < /p >

< p > Sun Aike: Although clothing and food look totally different in two fields, their retail environment is basically the same. They are very concerned about the needs of customers and take the needs of customers as the starting point to consider.

Previous industry experience gave me a good understanding of China's retail market and accumulated rich experience in managing large teams.

I think the potential of Chinese business casual men's clothing is very huge.

With the development of the economy, more and more customers need to choose better and more suitable brands and products, and the base of the Chinese market is very large, so the market has great potential for sale.

After years of development, the clothing market is becoming more and more fragmented. More and more brands are competing.

Moreover, Chinese customers are in a very good state of improvement, especially men's personal taste is gradually improving.

Just like ten years ago, Chinese men's clothes are quite different from today's.

They do not blindly choose, they are very concerned about quality and design.

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< p > reporter: the domestic market is no longer a time for blindly following the brand. How do you understand the improvement of clothing brand awareness and loyalty in the domestic market? < /p >

< p > Sun Aike: indeed, as you say, after nearly ten years of development in the domestic market, consumers are no longer the only fans who simply consume LOGO, but begin to consider whether the brand is really suitable for themselves.

The brand awareness in the market has reached a certain level. At this point, it is time for the brand to think about how to improve the reputation of consumers. Only by improving the reputation in the minds of consumers can we turn it into consumer loyalty.

In the field of clothing, men's and women's clothing may be different. If male consumers get a very enjoyable shopping experience at first purchase, such as service, style and quality, they may better establish their loyalty.

Therefore, for a man's brand, whether the cognition is clear determines the future consumer's purchase orientation.

SELECTED and Jack Jones have a higher degree of coincidence, so we should try our best to improve ourselves, so that consumers can clearly remember the brand of SELECTED.

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< p > < strong > clothing brand should communicate with consumers with design and quality < /strong > < /p >

< p > reporter: SELECTED compared with Jack Jones and ONLY, who entered the domestic market late. How can the latecomers in this market let consumers know and understand the brand quickly? < /p >

< p > Sun Aike: as you just said, Jack Jones is very successful.

So SELECTED will learn from it in some ways.

Of course, if you go the same way with others, then you are not successful, so we will have some of our own characteristics.

The characteristic of SELECTED is that products designed for consumers are tailored, tailored and cost effective.

There are also some of the latest international trends that we will bring to the market.

Secondly, the brand image of shop is the biggest symbol different from other brands.

The brand has just started the latest image of the whole country last year. Its quality and overall feeling are very atmospheric. It has a very clear function zoning according to the different product lines, and the leisure area and business district are very clear and convenient for customers to choose.

In addition, SELECTED pays more attention to the training of grass roots personnel. The company stipulates that salesmen should know the fabric and style of each product so as to give customers a very professional recommendation.

In addition, in terms of brand marketing, brands will communicate with customers through as many channels as possible, such as posters, picture albums, and some new media channels, such as micro-blog and WeChat.

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< p > reporter: most men shopping will listen to women's advice or buy directly from women. Will SELECTED have elements to please women in design? < /p >

< p > Sun Aike: SELECTED has not made the design style for female consumers, after all, the brand is serving the male consumers.

The brand also wants to bring the mature, individual and independent aesthetic and trend information to male consumers.

However, we cannot ignore the fact that about 10 thousand of SELECTED's employees, including our management team, are about 90% women. In addition, some women's views are already taking effect when ordering brands.

So SELECTED's products sell well.

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< p > < strong > brand expansion. The layout is concentrated in the two or three line city < /strong > < /p >.

P: reporter: SELECTED has entered more than 1000 stores in China since 2008. Most of them are concentrated in the second tier cities. So how do we grasp the future brand's rhythm and store location? < /p >

< p > Sun Aike: in terms of speed, the company will have some control and will not open so much. The company will refer to some of the other brands of the group and select some good shops as the primary goal.

In addition, the main target brands will focus on those two or three line markets, because they are still blank.

But at the same time, for big cities, there will be some new projects entering the market. This is also the first choice of the brand.

For the expansion of the market scope, brand addition to the expansion of new stores, as well as the upgrading of existing stores, because this will be a big bargaining chip for the future development of the brand.

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< p > reporter: all along, inventory is a criticism of the development of garment enterprises. What is the good strategy of brand to digest inventory? < /p >

< p > > a href= "http://www.91se91.com/pioneer/" > Sun Aike < /a >: the earlier entry into the discount season on the market is bad for business, your profits and brand image will be affected, so this is not a solution.

For brands, the advantage of controlling inventory is that all stores are direct stores, so the brand can be fully controlled from purchase to sale to later inventory processing.

In addition, when ordering, the quantity strategy is acceptable, but no detention can be accepted.

And the new order is also based on accurate analysis of the previous sales performance, so that the order will be much more accurate.

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