Interview with Chairman of Fujian Yuchen Garment Co., Ltd. and CEO of Maccasini Men's Wear:

On the evening of March 29, 2014, the “Earth Hour” initiative initiated by the World Wide Fund for Nature was reopened. MARCCASNE men’s clothing once again became a participant in this event. A clothing company, how to continue to support environmental charity activities, "Environmental protection is the brand culture of Maccasini, it is also a responsibility and mission", in the eyes of Ms. Marcini's CEO Ding Hao, "fashion should be a A kind of lifestyle, a social attitude, should not just be a luxury that only a few people can touch in. Charity and environmental protection are the fashions that can touch the public.The Maccasini brand has always advocated “Fashion, Philanthropy, and Creativity” as its core values. Environmental protection is a concrete action for us to support charity and it is part of our corporate social responsibility."

In fact, as early as 2011, the Maccasini menswear to participate in the "Earth Hour" official event as an opportunity to gather grassroots environmental protection forces, promote micro-public welfare. Since then, from the "10,000 Environmental Protection Attitudes," "Points to Green China", "Sichuan-Tibet Environmental Protection", "I Do Green V-Guest" and "Runaway Fashion" to this year's "Green Walkers", Maccasini Men's Wear has always been "Fashion, environmental protection, and creativity" are the core values ​​and pursue the sustainable and healthy development of the fashion lifestyle. Regardless of whether it is in the research and development of products or in the creativity of public welfare activities, Maccasini menswear strives to integrate environmental protection and fashion into its unique style and culture.

Ding said that at present, clothing is the main way of presenting a person’s lifestyle. Maccasini will continue to deepen the “fashion, public interest, and creativity” and form an interactive system of brand image with terminal stores and service systems. To realize integrated development and continuously guide and nurture consumers' environmental protection, public welfare culture and lifestyle, this is where Mácsini’s responsibility lies.

In addition to caring about the environmental protection cause, Ding Hao is also always watching the changes in the industry, such as the current hottest topic - the Internet's impact on business. In this regard, Ding Hao has a very clear idea. "Why traditional enterprises will feel the impact, because traditional companies only use the Internet as one of their marketing channels, and they do not face the status of the Internet in today's life." Ding Wei said that the so-called Internet thinking is difficult to have a clear The definition, but as a brand, we must understand the Internet, to understand who the brand's products are sold to, in the end, "it turns out that only by understanding the Internet's target can be successful." Ding Wei said, the brand to face the future That is, after the "90s," enterprises must face up to the "post-90s" group and cannot avoid it. "There are no derogatory evaluations in society after 90, but we want to see that 90 is not a generation. They are a class of people. They are different from 60's and 70's. They are already a type of people with independent thinking." He believes that only “post-90s” is really the “original people” of the Internet. “People born in other generations used the Internet as a tool at most, but after 90 years it grew up with the Internet, and the Internet is their circle. For them, they have a sense of dependence on the Internet, an indispensable network in their lives, and can integrate all their entertainment into their lives." Ding said, the brand can only study its own consumption objects. Can understand how to sell products, and differentiate marketing based on the core characteristics of consumer groups. "In the future, the main force of consumption is 90, and brands should study how to sell products to these types of indigenous peoples on the Internet."

To this end, Maccasini is constantly adjusting himself. According to Ding Yi, this year's September and October, the Macararty O2O marketing model will be newly launched . “This is also our use of the mobile Internet in the corporate transformation. A new business model that has been combed out, like the cross-border in all industries, is a model that the fashion industry is worth learning from.Maccasini reshapes our brand positioning, advocating lifestyle, and builds a new model. An experiential one-of-a-kind retail model."

Top interview

Not long ago, in the first World Cup advertisement launched by Maccasini, the word "offside" derived from the terminology of football was flexibly used, and now this "offside" body is just like "everything" that Vanke made at the time. Then, how did you think of the idea of ​​"offside"? (It should be said that offside is illegal in football.) Have you ever thought that this advertisement will bring this kind of effect now?

Ding Shuo: "Offside" originates from the football term. It is the rule of football. It refers to the passing moment. The player who receives the ball from the team is closer to the goal than the second-down defensive player (including the goalkeeper). In this launch of the first World Cup advertisement, the brave, hard work, and constant transcendence advocated by the World Cup are highly integrated with the brand advocates advocated by MARCCASNE (Maccini Men's Wear) to “be yourself and be brave once”. As a result, through football "offside", passing "Fashion Offsides", highlighting the attitude of life advocated by our MARCCASNE (Makasini Menswear) brand and self-transcending brand spirit, and encouraging urban fashion young people to bravely "cross over" to become the World Cup. "Be courageous for yourself, for love, for life, for work, for dreams, for fashion."

As we all know, the four-year World Cup is an important opportunity for many brand marketing. This time, we have opened up new ways to interpret the world cup soccer world and its own brand spirit through advertising and the creation of series of topics. In the comic book "offside" was sought after, MARCCASNE (Makersini men's) in the major cities outdoor LED screen, video site launched its own first World Cup advertising. When "Offside isn't a foul, it's just that I'm more courageous than you near the goal!" Follow MARCCASNE, "Be brave once!" This line is the highest point when the ads are released. . This positively-charged line of advertisements poke in the hearts of many netizens, and netizens have followed suit. At one time, there were nearly one hundred kinds of over-the-top player PS advertisements on the Internet. They cover all aspects, including many people who are in the nickname or famous, or ordinary people.

Since the establishment of Maccasini in 2007, it has been able to maintain a place in the highly competitive menswear market in just seven years. How can this be achieved? (As we all know, China's men's wear market is the most competitive.)

Ding Zhao: As a young fashion brand, the men's wear is very clear that the traditional manufacturing industry can only continue to innovate in order to survive in the competitive market. Innovation is also our core competitiveness of Macaccini. When we were just starting a business, the menswear field at that time could be said that the market structure had been established and there was almost no space for us to survive. However, it is very fortunate that the post-80s gradually became the main force of consumption. With the globalization today, the tightness of global cultural exchanges has been constantly escalating. People, including consumers, have become more and more understanding of fashion, but also because of changes in the entire concept of consumption, including The change in consumption patterns, coupled with the continuous segmentation of the market, has brought about a continuous increase in the standard of material living. When the demands of fashion and dress are more and more individualized by our consumers, the term “fashion menswear” has also emerged. This is where the Maccasini menswear opportunity lies.

At first, we also faced the problem of product positioning like many branded clothing. After we constantly analyze, learn from and summarize the experience of the predecessors of the fashion industry fighting in the market, the classic black and white lines have become our breakthrough, which constitutes our positioning in the terminal and Differentiated development in image orientation.

There is a saying that is very good, third-rate companies sell products, second-rate companies sell services, and first-rate companies sell standards. Therefore, we are constantly strengthening our brand culture innovation while we are innovating in fashion. In the early days of our business, we set a cultural style for Maccasini, which is to lock in its core values ​​of “fashion, environmental protection and creativity”. Green environmental protection is an eternal topic and an eternal symbol. However, we are different from general environmental protection. The green environmental protection advocated by us is self-starting, and it is an environmental topic that is integrated into the blood of enterprises. Because we think that environmental protection is not a label and it is not a popular one, he should be a responsibility. Environmental protection is not a trivial matter. As long as everyone participates, he must be a major event. We have also adopted the concept of environmental protection into product design. We use low-carbon raw materials as much as possible. You can find that many elements of low carbon and environmental protection are incorporated into the design elements of our products.

The speech you just made has not left the words “environmental protection, low carbon” and so on. We also know that from the “10,000 environmental protection attitudes”, “pointing green China”, “outrageous fashion”, “I am a green V guest” and “green goers” "To the present, "Offside Fashion," Makassany has always emphasized the combination of fashion and environmental protection. Do you think that as a clothing brand, how should fashion and environmental protection be effectively combined?

Ding Zhao: Through various environmental charity activities, Maccasini men's clothing deeply feel that more and more people have joined the ranks of public environmental protection, low-carbon environmental protection is gradually becoming a mainstream culture, it will create an era. In the eyes of the majority of the elderly, environmental protection is a kind of public welfare, but in the men's wear, Makasini believes that such activities strongly call for environmental protection and public welfare, and convey a positive and courageous and positive energy attitude. Fashion and environmental protection are also the attitudes towards life. Now and in the future, environmental protection is a fashion! Concerning low-carbon environmental protection, it is a favorite target for Maccasini’s men’s potential target consumers. Maccasini’s men’s wear will use public environmental protection activities. , And the brand's environmental protection elements, cling to their hearts. In the future, we will continue to deepen the concept of environmental protection into our own brand culture and brand awareness, let small environmental protection become a big fashion, continue to deepen the brand connotation of the men's clothing and enhance brand awareness. This is in line with Maccasini's corporate core "new attitude to life, new standards of fashion".

 

In addition to promoting environmental protection in the public welfare, Maka Sini also how to achieve environmental protection in the clothing itself?

Ding Zhao: We clearly understand that companies, as citizens of society, undertake key tasks in public welfare undertakings. Therefore, as early as the beginning of the brand establishment, we took "fashion and environmental protection" as the brand's core values ​​and pursued a sustainable and healthy development of the fashion lifestyle, thereby embedding the concept of environmental protection into the brand's genes. We not only incorporate low-carbon and environmental elements into our products' design, but also focus on the choice of fabrics to reduce the use of petrochemical resources. This year, we focus more on brand performance and product Highly fused. Like this year, our new collection of summer clothing for women's wear Malcasini is based on the theme of “travellers” and incorporates the concept of traveler. The “offside” image of fashion has brought the most fashionable men's fashion trends to urban fashion upstarts. .  

Now, apart from the hot topic of environmental protection, the hottest estimate is the “O2O” model. Now it seems that companies will be eliminated from the game if they do not do “O2O,” so what we are now seeing is that regardless of the size of the company, we can catch up. The e-commerce side tries to catch up. Do you think e-commerce is bringing unprecedented impact to the clothing retail industry?

Ding Yizhu: In the past two years, everyone is saying that the entire era is changing, and the retail industry must follow the arrival of the mobile Internet era to connect the entire business model to the Internet. Why traditional companies may feel shocked because traditional companies only use the Internet as one of the marketing channels and do not face the status of the Internet in today's lives. At present, the so-called Internet thinking is difficult to have a clear definition, but as a brand, we must understand the Internet, we must understand who the brand's products are sold to. In fact, it turns out that only by understanding the Internet's objects can we succeed. The brand can only understand how to sell its products and make differentiated marketing according to the core characteristics of the consumer groups. For example, we can now analyze who our future sales target is through the mobile Internet. Now that the 90's have gradually entered this society, they are the first generation of the Internet's original people. As they grow up with the Internet, brands should Investigate how to sell products to this type of aboriginal people on the Internet. We should break the inertia of thinking and integrate more into the transformation of the entire society. The road to brand development in the future is a combination of online and offline. It is beyond doubt that both will not disappear, but will be better combined. The key is how to make the experience as a model. The relationship between the future brand and the consumer will not be purely a buying and selling relationship. The brand should also increase its interaction with consumers by constructing its own ecological chain, and learn to use the mobile Internet era to transform our retail resources. Increase consumer's viscosity of the brand.

It should be said that in the future there should be no separation between traditional industries and the Internet industry. Each industry in the future must integrate the Internet, which means that it must have the Internet's thinking. Because now the Internet has become a way of life. The traditional retail industry must take e-commerce as one of the important channels. Through the repositioning of lifestyles and the combination of Internet thinking, brand remodeling is carried out to build an experiential retail model focusing on new lifestyles. For the reorganization of channels, building a new business model, this should be the process that each company needs to undergo brand remodeling.

  In the face of surging tides of e-commerce , what are the countermeasures of Maccasini (as the traditional industry respond to the changing needs of users) or have already entered the ranks of e-commerce?

Ding Yi: The transformation of Maccasini's Internet thinking has been done since last year. This year, the entire O2O marketing model will be newly launched. This is also a new business model that we have learned through the use of mobile internet in corporate transformation. . Like cross-border industries, it is a model that the fashion industry is worth learning from. Maccasini menswear remodels our brand positioning and advocating lifestyles, and builds an experience-based retail model based on a new lifestyle.  

What are your plans for the future development of Macaccini?

Ding Yi: Makasini men's clothing not only wants to become a good brand operator, but also to become a good retailer. We will also unswervingly do a good job of the original work on product planning. Now that the consumer is changing, he does not necessarily buy clothes because he wants to buy clothes, and many of the reasons that induce him to spend. Consumers have already induced consumer behavior from the original pure consumption to the current interactive experience, including the sharing of entertainment and so on.

Of course, the future model of Maccasini is certainly to be called the smart retail model. It means that consumers can not simply buy things in the process of consumption, but also participate in the whole process of consumer behavior during the process of experience. We are now integrating Macarsini’s platform. There is an era of business intelligence. We are ready to move the whole retail model to the smart age. Well, of course, there are a lot of social marketing and so on we are talking about a series of things. Including the now very popular customization, etc., there will be something that can interact with consumers. How to seize the consumer's heart? Let consumers interact with you. The only kind of experience we have with consumers is experience, then, test, experience good and bad, it is a stickiness, your sticky foot, your experience is high; you The stickiness is poor and your experience is weak. Sticky It determines what the consumer will buy from you and not buy you. The higher the stickiness, the higher the conversion rate in terms of words on the Internet. So how to do your stickiness, this is in the process of experiencing, and it comes out as an interaction.

All along, the values ​​of the Mascarini men's brand positioning are fashion, environmental protection and creativity. Environmental protection We have positioned it as one of them. So at this point, we have always been paying attention to how to return to our entire plan. How can I do this? Return to the most important aspect of human nature. This is our way of life.