White-Collar: Using Technology To Warm User Experience

The rapid development of the Internet and new media has changed the way people consume. The traditional clothing industry is facing the impact of channel change.

"Yes.

In the fashion industry, the age of Internet has arrived. "

Miao Hongbing, chairman of Beijing white collar Fashion Co., Ltd. (hereinafter referred to as "white-collar WHITE COLLAR"), said in an exclusive interview with reporters recently.

As a high-end fashion brand in China, the precise positioning of white-collar workers has been in the leading position in the industry for 20 years.

Nowadays, faced with the challenge of the pformation and upgrading of traditional industries and the tide of the Internet, white-collar workers have made active innovations in product mix and marketing strategies.

Recently, the white-collar WeChat marketing platform was formally launched.

Miao Hongbing disclosed that the WeChat terminal is mainly based on the latest products of the season, and online customers have priority in browsing and purchasing rights.

At present, the Internet sales of white-collar workers account for 10% of the total sales. According to Miao Hongbing's expectation, this figure will reach 30%~40% in the next few years.

Product structure, aiming at new customers, is the most important part of white-collar innovation.

In Miao Hongbing's view, the two-dimensional code represents not only the power of technology, but also the convenient user experience.

To enhance the experience of consumers is the most valued brand in 20 years.

In China, the removal of trademarks can make people see that there are not many brands, and white-collar workers are one of them.

One of the factors contributing to today's success is that white-collar workers have been actively innovating in products, services and marketing.

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After 20 years of development, it is at the key node of innovation.

In Miao Hongbing's view, adjusting the product structure and aiming at new customers is the most important part of white-collar innovation, which needs to be closely related to the needs of the customers instead of the development of the enterprise itself.

At the beginning of its establishment in 1994, white-collar workers regarded it as a "genuine advanced clothing brand" that grew up at the foot of the emperor. Knowledge, position, but unassuming female positioning also enabled white-collar workers to maintain the position of the industry leader in the past 20 years.

"Positioning accuracy is very important."

Miao Hongbing said.

In the past 20 years, white-collar workers have sold the price of a car to a woman's clothing. Nowadays, entrepreneurs, celebrities and even the leaders of the country are white-collar customers.

With the growth of white-collar customers have gradually entered the age of 50 years old ~60 years old, expand new customers to become white-collar innovation strategy.

"After 70, it has become the main consumer, but the consumption patterns of these groups are different from those of previous customers."

Miao Hongbing said that the brand e-WHITE COLLAR, which was built for Internet shopping, came into being.

"For a mature clothing brand with stable customer base, it is very difficult to guide the old customers to adapt to the new consumption mode through the Internet, so it is very difficult to establish a brand."

Miao Hongbing said frankly.

Compared with WHITE COLLAR, "e-WHITE COLLAR" has a younger design style and lower cost, so the retail price is also more advantageous.

White-collar workers used to think highly of "happiness marketing", that is, very good ideas, products with special characteristics, reasonable prices, and increased service and happiness.

However, under the huge impact of the Internet and new media, the traditional clothing industry is facing the impact of channel change.

The emergence of new customer groups and the emergence of new demands have brought opportunities to garment enterprises.

How to communicate and explore their potential needs in a way that consumers like, white-collar workers have done enough articles in marketing channel innovation.

A few days ago, the official WeChat platform, the WHITE COLLAR APP terminal, was officially launched. This means that after department stores, stores, stores and Internet shopping, consumers have bought a more experience.

Unlike the existing stores and existing Taobao, Jingdong, Tmall, micro mall and other models, Miao Hong ice revealed that WeChat terminals are the latest products of the season, and online customers have priority in browsing and purchasing rights.

In fact, in the clothing industry, white-collar workers have been "touching the net" for many years. As early as 2003, during the "SARS" period, white-collar workers achieved the first online sale through the Internet.

But today, with the explosion of network information, white-collar workers even hope that the push of WeChat platform will not disturb customers.

"Using micro-blog and WeChat marketing, but can not disturb the customers, so that the contents of the push will not be blacken, but also the ads can be implanted through video and pictures."

Miao Hongbing said.

"This reflects the adjustment and innovation of white-collar marketing strategy."

Miao Hongbing said, at present, mining new customers has become the top priority of white-collar work.

It is understood that white-collar Internet sales account for about 10% of the total sales, Miao Hongbing said, hoping that the figure in the future will reach the level of 30%~40%, but it will take a long time.

At present, the APP marketing of white-collar workers is being carried out by a group of young people coming back from abroad. Miao Hong ice has given the team great scope to make them as far as possible without interference.

The reason why white-collar workers can stay ahead of the industry for 20 years is because they are good at integrating the creativity and design of many products, such as technology and clothing, and bringing the product innovation to the extreme.

The success of white-collar workers shows that if enterprises want to make the brand thorough, they must adopt the way of combining technology with humanities and art. Only by making products into works can enterprises have a real future.

Li Zhiqi, chairman of future marketing group, Beijing

Stick to "small and beautiful"

When more and more enterprises become bigger and stronger through the financing and listing, even though the overall downturn of the garment industry is facing, the white-collar workers are still sticking to the development of their own funds.

As early as more than 10 years ago, there were venture capitalists concerned about white-collar workers. Miao Hongbing had been in deep contact with venture capital two times, but he chose to give up before capital was about to enter white-collar workers.

In Miao Hongbing's view, the rejection of VC is not a white-collar mentality, but rather the venture's desire to make a big business in two or three years. This is not consistent with the goal of "doing fine but not big" by white-collar workers.

"In the clothing industry, it takes time to make a brand, and it takes time to endure loneliness.

No high-end brand is a capital blow, otherwise it will not be a high-end brand.

Miao Hongbing said that the purpose of such a listing is to contradict his human nature. If you can't quit, you will do something wholeheartedly.

In fact, since the founding of the 1994, the pace of white collar advancement has been "steady".

In the past 20 years, white-collar workers have only dozens of stores in the country. In many cities, consumers can not buy white collar clothes.

Behind this market concept of "hunger therapy" is actually the brand value that determines the success or failure of white-collar workers.

"I enjoy the state of" small and beautiful ". China is short of" small and beautiful "companies. Only small and beautiful companies make up big market industries. If they are big and strong, the industry will not be good.

Miao Hongbing said.

Just as white-collar workers have been playing the "happiness marketing" brand for many years, Miao Hongbing insists that it is not a white-collar worker to develop 100 stores in a year. At least, at present, the development strategy of "small and beautiful" brings him happiness.

Standing at the new starting point of enterprise innovation and development, Miao Hongbing told reporters that the current and future needs of the white-collar workers are: where have the customers gone? How can we provide consumers with distinctive, pleasant surprises, enjoyment, technological sense, cost-effective and LOGO oriented products?

Now, the impact of the economic crisis has not yet been eliminated since 2008. According to the latest report, textile and garment industry will continue to face "cold winter" in the first half of the year.

In the context of the new economy, Miao Hongbing believes that in a depressed environment, clothing companies should adjust their expectations.

In his view, enterprises that can accept negative growth are excellent enterprises.

People and enterprises need to have a gap period in order to advance better.

China's lack of "small and beautiful" companies, only "small and beautiful" formed a large market industry.

Science and technology drive fashion

Fashion companies should have a better sense of smell in technology.

During the Christmas holidays in 2013, Miao Hongbing, who was taking a short vacation in the United States, had been thinking about the question: what can American fashion companies learn from the global technology led by the United States?

So after he visited Google, Facebook, apple and other world technology giants, "the temperature of technology" became the theme of white-collar 2014 winter.

"When the global economic situation is not as good as it used to be, people need warmth.

In fact, technology is cold, but technology to warm customers is a very good idea. "

Miao Hongbing said.

From a concept to a fabric, Miao Hongbing led his team to integrate the hottest two-dimensional code into the creativity and design of white collar clothing, window, silk scarves, brooches, earrings, and many other products.

"Technology has brought me great shock and influence, and fashion companies should have a better sense of smell in technology."

In Miao Hongbing's view, the two-dimensional code represents not only the power of technology, but also the convenient user experience.

To enhance the experience of consumers is the most valued brand in 20 years.

2014 China Fashion Week will be opened at the end of October.

Miao Hongbing revealed that white-collar workers will stage a fashion show related to the two-dimensional code on the closing show. The show will no longer be a "T" type, but a two-dimensional code. Fashion, innovation and technology will be the protagonist of this closing show.

It is understood that nearly more than 10 years of China International Fashion week closing shows are completed by white collar local high-end women's clothing brand.

In the fashion world, Miao Hongbing is not necessarily the most fashionable, but it must be the most fashionable.

His iPhone mobile phone installed a large number of APP, road, road home, public comment, drop taxi......

Miao Hongbing can use it to the extreme.

In fact, white-collar workers have already tasted sweetness from Internet technology.

Through the cooperation with the public comment, the group buying business mode is innovating. The vacant white-collar apartment, the white-collar mansion in Miyun, Beijing, has become the home of travelers from all over the world, and is expected to be popular.

Miao Hongbing believes that the Internet that goes down the altar tells us that the most characteristic product + quality service + Internet thinking = success, the best state of the best business is the intuition of the leading business.