Interview With Mr. Duan Yadong, The Secretary Of The Department Of Songs

Reporter: Hello, Duan director. In the first year of this year, the retail terminal came to the news of declining performance or slower growth. The depression of department stores also made clothing sales very stressful and large inventory.

How does Shi Ge see this problem? Is there a problem of sales pressure in the first half of this year? If so, how can we solve this problem?

Orders, all brands have declined to varying degrees, followed by retail terminals, the May 1 season is not prosperous, sales performance is not as good as last year, so that all brands feel the existence of "winter"; at this time, the performance of the song can be sung and danced, for example, some shops in Guangzhou have increased by more than 30% compared with the same period last year; my view is that if the pre crisis test is the expansion ability of garment enterprises, what is now testing the management capabilities of enterprises? Sir: since the beginning of the year, many brands have received reports of declining performance or slower growth; in fact, by the pressure of inventory and sales last year, the first thing to be affected is autumn and winter.

Reporter: Duan director: what do you think of the Department's clothing market in the second half of this year? When the autumn and winter came on sale last year, many consumers responded very unreasonably.

What will be the price adjustment compared with last year?

Mr. Duan Yadong: although prices are rising this year and artificially rising,

Prices did not rise mechanically, but refined management, internal digestion of a lot of costs, so the market reflected that "song song prices have not risen," this autumn winter clothing company continued this strategy.

Reporter: many domestic clothing brands begin to be high-end and refined, which is reflected in the price of the same brand of similar clothing, the price doubled or even more.

Many consumers can't afford to buy clothes in shopping malls and specialty stores.

What do you think of this phenomenon?

Mr. Duan Yadong: the brand has been punished by the market, the consumers do not acknowledge it, and the franchisee does not recognize it. I think the price should increase reasonably, and the enterprises will not be able to get enough to grow.

Reporter: introduce the positioning and consumption groups of the company's songs. What are the mainstream people who can introduce the consumption of Si Ge clothing?

Mr. Duan Yadong: Si Ge product positioning: a brand that combines European classical style with Chinese characteristics, making our products unique in the same industry. Of course, the unique product is our pursuit. Our customers are a group of new urban women who are independent, intelligent, fashion oriented, elegant, and have a high demand for fashion taste. They are 25-40 years old, wearing a song, more confident, more noble and more elegant. This is our pursuit and our customers' feelings.

Reporter: Why did Si Ge fashion develop with the development of most brands in 2012?

Getting along with each other, we can get a good momentum of development, because our sales are very good, and the franchisee's business is quite good. Many franchisees have developed from 1 shops to 2 to 3 song counters. Speaking of sales data is the most convincing market, so the Department's development momentum is better. Of course, compared with many well-known brand names, we still need to continue to enhance product development capabilities and market operation capabilities, so that we can work well and keep watch. At the same time, we must make a correct assessment of the market in the early stage of opening stores, including site selection, passenger flow and consumption ability. Mr. Duan Yadong: the product has continuity and uniqueness. The version is very suitable for the vast majority of Chinese urban consumers, and the price is more reasonable, with the sales performance of Direct stores and franchisees achieving word of mouth.

Reporter: how can we do well in the market strategy development from 2012 to 2013?

Mr. Duan Yadong: the business philosophy of the external division is to operate the market with the business principle of "radiating to the surface".

The sing Ge will set up an influential department store in the provincial capital city, and then radiate the two or three line cities. It will continue to drive and lead the consumption trend according to the high quality sales data and the product style with the characteristics of Si Ge.

Inside: the Department will strengthen the retail management system, do the duplication mode of franchisee and direct shop management system, do the same thing. Every shop in the song Ge is a singer's child. All of them need the care and support of their mothers. Therefore, the maintenance and support of the shop's later stage is one of the most important tasks we have to take.

Reporter: let's finally witness the glory of the division song.