Interview with Jiang Nanbuyi Ni Guochang: Hangzhou Women's Wear pk Shenzhen Women's Wear

Guest Profile: Ni Guochang 1997-present, Hangzhou Jiangnan common clothing JNBY Clothing Co., Ltd., currently serves as Vice President and Chief Financial Officer of Jiangnan Puyi.

Hangzhou women's clothing has benefited from the market atmosphere. Moderator: First of all, ask some questions about the industry. Hangzhou clothing has attracted much attention in recent years. Do you think that Hangzhou women's wear has formed an industrial concentration pattern and formed its own industry strength?

Ni Guochang: I think it does exist because in the past ten years, especially the Hangzhou Municipal Government has attached great importance to the development of the garment industry. We now think that we have already abandoned the concept of traditional clothing. Traditional clothing is just garment processing. Our current clothing is Think of design as the most important issue. In addition, the two major lines of brand development are the focus. In fact, he is already a fashion and creative industry. Over the past few years, our own industry has also felt that Hangzhou's garment industry is not just women's wear, but also men's and children's wear. From the current domestic point of view, the advantages of the entire development or the strength of development should be better, thanks to Government support, market atmosphere and corporate efforts.

Hangzhou Women's VS. Shenzhen Power Moderator: Compared with the concentrated advantages of Shenzhen Women's Clothing, do you think Hangzhou Women's Wearables have more advantages in the right place?

Ni Guochang: I do not think that Hangzhou has a special advantage, but Hangzhou does have its advantages in developing clothing. Historically speaking, Hangzhou is the capital of silk, because from ancient times to the present, including the old Hangzhou city in our concept, before silk products. The important distribution center is also a place of production, so there is an inherent advantage to the development of clothing. There are such precipitations here, for clothing, and for silk, there are also such foundations. In addition, thanks to Hangzhou, there are many good schools, such as Zhejiang Sci-Tech University and Other colleges, which have cultivated a lot of clothing industry. Talents, designers, or, for example, garment technology, production personnel, this is the Hangzhou women's clothing can be better for so many years, and it is in the form of a brand to develop a better key.

Moderator: In the future, compared with Shenzhen Women's Clothing, is there a difference in the development of women's wear in Hangzhou?

Ni Guochang: This, I think, has its own characteristics. For Shenzhen women's wear, they have their advantages. Their advantage is that clothing was the transfer of clothing production from Hong Kong to Shenzhen in previous years, and it has created many good companies in apparel production. Good talents, have the advantage of production and processing. Of course, in recent years, they have indeed had an advantage in the introduction of talents in the fashion industry. Hangzhou women's wear also has the advantage of Hangzhou. There is a good accumulation here. The second has the advantage of talents. The third government is also quite supportive, because we can personally feel that the city government has organized a clothing display for the past few years. Including the organization of our company to participate in some international exhibitions, including the promotion of a group of designers in the fashion industry to study abroad every year. With these advantages, it is indeed promoting the development of Hangzhou women's clothing. Compared with Shenzhen, everyone has their own If we must do comparisons, I think it is a development that has its own merits.

The pursuit of quality emphasizes the sense of design. Moderator: In the most recent period, whether foreign or domestic clothing brands have frequently exposed the negative aspects of quality, what do you think about this phenomenon?

Ni Guochang: We always attach great importance to the quality of our products from the perspective of Jiangnan commoner, because we do not win by quantity. We are a designer brand. We have attached great importance to the quality of our products over the years, including every batch of fabrics. They must be sent to relevant quality supervision agencies for production testing before production. Of course, I think that we have done a good job in our domestic garment standard requirements. There may be some slight differences between the requirements of the process in the design process and the standards. It is said that some people should emphasize their feelings and some emphasize the texture, but they will not have a big impact on the wearing of clothing and all aspects of safety. This will indeed exist. This is a situation that the garment industry cannot avoid, but it will not affect the wearing and the safety of wearing. However, as long as it is a clothing brand, the quality of the products that it attaches importance to because a brand is not only Only rely on design, rely on products, rely on marketing to allow customers to follow you, the quality of this piece is the most basic. Of course there may be some differences in the quality of some of the brands on the international market, but I believe this is something that we in the clothing industry need to work together to resolve.

Moderator: Which of the more significant changes have you seen in the development of China's apparel industry in the past 20 years?

Ni Guochang: I have been in the apparel industry for 15 years. Since 1997, I started to engage in the apparel industry. At the time, I was not very demanding about the identity of the brand. With the deepening of our exchanges with the international community and domestic consumers. With the increase of spending power, clothing consumption is now becoming more and more popular. Everyone is pursuing a personalized wear concept. Everyone wears clothes that they hope to express themselves or express some thought content. There are a large number of brands. Clothing has a lot of loyal consumers, but also can agree with its concept, so I think the development of Chinese clothing in the past two decades, not only in the production process of the garment has made progress, at the same time for the brand clothing, including is the pursuit of The personal appeal of this aspect is indeed continuous improvement.

Moderator: Next, do you think that China's women's development is to solve the problem of internationalization?

Ni Guochang: I think this is a must, because clothing should be borderless, we Jiangnan Buyi currently in addition to the domestic market, also opened stores or counters in 15 countries around the world, and all the Jiangnan commonweal brand in the international sales . There are many kinds of customer groups we want to express that we can attract or follow our philosophy and appeals. There are internationally famous people in the fashion industry, and some art school teachers and professors in New York also like our clothes. I think the issue of internationalization of clothes is inevitable.

Interpretation of natural elements of life Moderator: Jiangnan Buyi is now a very high recognition of the brand, what do you think is the success factor?

Ni Guochang: We have not specifically summed up our own. Our point of relative success is that we express our own thinking and express our natural elements in the concept of life we ​​seek. At the same time, there are a lot of consumers in this process who are very much in agreement with our philosophy and become loyal consumers of our brand. With their preference, this may also be a relatively high degree of recognition of our brand. the elements of.

Moderator: Nowadays, the branding of clothing has become more and more popular. Is there any problem that Jiangnan Buyi has to solve as a branding party in such a process?

Ni Guochang: Many need to be solved, in addition to good clothing design, good clothing production and quality, our focus now is to promote the brand out. We hope our designers, including designers of our clothing and designers of our brand, will jointly connect the concepts we pursue with consumers, and we can also draw on their ideas and ideas. Promotion, this we believe that brands need to solve good problems from the current perspective, how can we interact with our consumers, can spread our brand concept well to them, and also absorb the concept of consumers, everyone together Common to further push this brand to a higher level.

Trend-setting pioneers Moderator: Shanghai Fashion Week saw this year's show in the south of Yangtze River. It is relatively rare to see the brand and marketing activities of Jiangnan in general, and Jiangnan Puyi will continue to pursue a low-key development path in the future.

Ni Guochang: We believe that we will continue to do it in the future, because we have found that our brand has reached a level above, we need to promote, let more consumers or celebrities in the industry to share the feeling of our brand and Experience, our show is not purely for publicity, but it is also a process of sharing our concepts with our consumers and with our industry peers.

Moderator: Jiangnan Buyi is now a Chinese women's style has its own style of the brand, Hangzhou seems more similar style, you will worry about others to imitate it?

Ni Guochang: We really worried about five or ten years ago, because at that time we didn't have enough confidence in ourselves. But we haven’t been worried about these years. We think we are leading the trend of style brands, especially ours, so we’re not afraid. There are many followers behind us to follow us. In turn, some people follow our philosophy but we can prove that this style is recognized by more people. Of course, we can also clearly understand that since some people are following us, we have to go faster than they are.

The details and fashion complement each other. Moderator: Previously interviewed with Barony, they have now launched a series called new domestic products, mainly to describe some of their own hearts of Chinese style, would like to ask what is your understanding of the Chinese style as Jiangnan commoner? ? Is there an embodiment of this in your clothing?

Ni Guochang: I am not specifically designing. I am not necessarily able to express it correctly. In the past ten years, we have introduced things from different periods each year, including our nostalgia in the 50s and 60s, and some things including silk.

Moderator: We did a survey. If you don't like Jiangnan commoner brand, what are the reasons? 60% of netizens have chosen high prices. How do you see this problem?

Ni Guochang: This question depends on how you understand it. We always focus on the quality of our products. Maybe we think that our price is appropriate. We now have all the products and qualities that are in place. Some raw materials we use all have special requirements. For example, raw materials, we even specify the origin of cotton and wool. Consumers can't understand the very fine things in our production, but we are very clear that the quality of our products starts from the source, and this will inevitably cause the entire cost or promotion cost to be relatively high, of course, This also includes our certain relationship with the positioning of consumer groups.

Moderator: What is your most valuable experience in so many careers?

Ni Guochang: I think from my personal point of view, I think the first goal is to have, I think this is my biggest feeling in working for more than a decade. First, there must be a goal first, and different periods must be set differently. Goals must be followed after setting goals.

Moderator: Are there favorite or designers among women's wear brands in the world?

Ni Guochang: This may not be able to say, because there is not much contact with these aspects of the design. The most admired brand I like very much is the brand Jiangnan.

Moderator: Do you have the most admired entrepreneur?

Ni Guochang: To say that entrepreneurs internationally I appreciate Ingvar, the founder of IKEA. Kamprad, the founder of IKEA I think his good ideas created his homeware empire and was an important factor in his success.

Moderator: If you have time, what is the skill you most want to learn?

Ni Guochang: My favorite is to enjoy life and enjoy free time.