Interview with Ms. Liu Chuanying, founder of JOJO Children's Wear

The 12th China (Shenzhen) International Brand Clothing & Accessories Fair was held in Shenzhen Convention and Exhibition Center in July. Shenzhen Jiujiu Fashion Children's Wear Co., Ltd. brought its brand JOJO, D-Dresswear to debut at this fair. After 10 years of development, JOJO, which is dominated by black and white, has grown into one of China's most personalized children's wear brands, and D-Tsai, which is mainly coloured, is also popular among Chinese children.

Interviewee: Mr. Liu Chuanying, founder of Shenzhen Jiujiu Fashion Children's Wear Co., Ltd. Q: Mr. Liu, how do you do? I am very happy to be interviewed by CFW China Clothing Talent Network. The tenth anniversary of JOJO since its inception. In this decade, JOJO is determined to be the leader brand of children's wear. Under your leadership, the main colors of black and white have never been accepted by consumers and have been rapidly and efficiently developed. In the fierce market competition, what do you think is the key advantage of occupying the market? Can you share the development process?

Mr. Liu: I think there are three main points in order to establish a foothold in the market, or to keep it going. First, the positioning of style is very important, the second is price positioning, and the third is belief, persisting. I think it should be said that these factors have given me support to the present.

Q: You always stand at a height now, but you will still pay attention to some news and continue to study?

Liu Zong: Over the award, that is a must. However, compared to news, I prefer to use other ways to learn. Many people like to read news, but have you found that most of the news is reporting negative things? If you stare at the news every night, you will find that during that time you are very negative and slowly you will become Negative. So I don't really like to read news. I don’t see it for a while, I’ve found it to interfere with me, so I’m not going to focus on that. I would rather live in my own world because people actually do things a lot. As long as they are optimistic and positive, they will develop in a good direction. Just like the book that was popular in the past two years, "The Secret," I feel that as long as you have a good faith, it is like the law of attraction that attracts good things.

Q: We now see that many children's clothes are often spot checked for quality problems. Does our JOJO pay attention to other aspects such as fabric selection?

Liu: This is a very necessary one. The black and white style of our JOJO means that it is much more severe in quality than casual children's clothes. The black and white colors cause us to choose carefully fabrics. Simply meeting the national standards is not enough, but also meet the requirements of consumers. Therefore, in this regard, we have higher self-requirements than the state requires. We purchased specialized test equipment and set up laboratories with the aim of strengthening our control of quality. We can't use the standards of the country as the standard, but the standards of the market and consumers. When our production and sales are not in compliance, I ask them. You are more than happy. You are a consumer. What will you do? If I only do this brand for two years and three years, just follow the standards of the country, but we have to make this brand ten years, fifty years, one hundred years, and there is to make our consumers more happy. It will not work.

This year we also made some adjustments in management. First of all, we integrate from our supply chain and emphasize the concept of quality. Suppliers who meet the requirements are the suppliers we cooperate with. We are also the survival of the fittest. We have to check that our partners all have a set of standards. You must comply with our philosophy and take this as your own business and be your child's business. There must not be any flaws in this.

Q: Mr. Liu, you just mentioned the relationship with your partner. I understand that many franchisees are very accredited and trust JOJO, can you introduce the overall franchise system? What do you think is the most favorable condition for attracting clients to join?

Mr. Liu: I think that many of our customers have maintained a long-term trust relationship with JOJO and D. It should also mean that our positioning is better. In fact, many of our customers are because their children wear the brand JOJO, and then let the children feel happy, in this case, many customers do not have feelings for me, there is a feeling of this brand.

Q: Our company has two brands with completely different styles: JOJO and D Aberdeen. Why did they have the idea to create a completely different brand after JOJO?

Mr. Liu: D was born in 2006. At that time, JOJO had been in existence for five years. For a time, a black-and-white brand customer would have questions and visual fatigue. As soon as the consumer opens the closet, it is a piece of black pressure, and naturally he hopes to add some color. But for me, I am the founder of this brand, I will respect its style, but consumers have this demand, and the most important thing is to understand the consumer's ideas. At that time, I was thinking that children were nothing but two types. One was a personality type. I used my own style and had my own characteristics. The other type was cute and cute. Therefore, according to these two characteristics of the child, the physiological development needs promoted the appearance of another brand. In fact, D's consumer group is like the elegant and noble princess and prince, but also meet the needs of the current children.

Q: The competition in the children's wear industry is very fierce. As a brand leader, what are the development trends of children's wear in the future? Which one will pay attention to, fashion, personality or environmental protection?

Liu: It will be very good. These pieces are very important and cannot be ignored. Fashion can not be abandoned, it can not be changed for the sake of environmental protection and leisure, it can only be comprehensive, it is fashionable, environmentally friendly and safe. We want to build a strong system. Through our channel stores, consumers come in and send a message to let her read your brand. I think this is crucial, and we are currently feeling more pressure. Because international brands are now coming in, women's wear and casual brands are starting to make children's clothes. So what we need to do is to upgrade our management skills and professional capabilities. What kind of employees are more professional and what kind of services are more attentive, I think these are questions that we think about in the next five years. Management through system information, through professional, let our customers operate professionally, from perception to reason, eventually to standardization, and then earn money.

Q: Yes. At present, not only women's wear and leisure brands are involved in the children's wear market, but also home appliances brand Haier and food and beverage brand Wahaha enter the market. So, Mr. Liu, are you currently preparing or are planning specific projects? In the face of the heated competition in the children's wear industry, please talk about JOJO's countermeasures.

Liu Zong: I think this must start from the inside of the organization. This year we will focus on creating two major marketing teams: visual marketing and merchandising. Therefore, the cultivation of talent is crucial. How to attract a group of professional, efficient, innovative talents to this brand, and establish a team, how to put everyone's advanced concepts, professional knowledge into the company, so as to form a strong brand cohesion, create a colorful brand soul This is a question that we have been thinking about.

When it comes to commodities, our company has two product teams, one is a product data analysis team, and the other is a product planning team. The product planning team is mainly responsible for the understanding of the brand, understanding of consumers, competitor understanding, understanding of other brands in the industry, and then for these understanding, each season through data analysis, and then locate out, what is JOJO in the end? ? What should JOJO's products be like? It is doing this one. When it makes analysis conclusions, the designer will make design plans based on these. The entire company is based on this complete system and then builds a very powerful management system.

I think that only by making the system bigger and stronger, something is not what I say. For example, I said that it is useless to look good in this suit. It must be supported by professional data.

We are now organizing a strong team and a professional system. We will be in these two years. Actually, from the beginning of this year to the present, our team is training and learning every day, including customers. Because no matter what the market is like, the first thing is that our thinking should change. If the thinking has not changed, it is useless to say anything. I think the 21st century is our thinking world.

Q: What is the most expensive in the 21st century? It is the most expensive talent. In your description, it highlights the importance of talent and team. So, what is the platform your company will provide for its employees?

Mr. Liu: We have been building a platform for employee satisfaction for its development. I think that for employees, it is tantamount to meeting the two needs of employees, one is material needs and the other is spiritual needs. I think that we have established a talent system mainly around these two big pieces. In the second half of last year, we asked employees to refine their vision and what they were achieving in terms of physical and spiritual goals in the JOJO brand. So our current talent system is also based on this vision. Because what I set is not necessarily what they want, since the setting is definitely what they want. I think that as long as the material and spirit are strong, then this company may have only one person to worry about, but now it has become more than 300 people are worried about. I think this is a very strong appeal and vitality, but also the key to brand building.

On the whole, it is actually necessary to achieve them. In fact, one's success does not mean how much money you have, but how many people thank you. How many people you can accomplish, I think this is critical.

Q: Our JOJO is constantly strengthening our corporate culture, such as the National Children's Fashion Modeling Contest that has been held. The entire company has been doing publicity in this area. Will the JOJO continue to continue this way in the next two or three years?

Liu Zong: Why did you start this contest in the beginning? Because we want to make children beautiful and make them live happier, right? First of all, what is happiness? It is both internal and external. The outside is through our clothes, so that they dress more confidently and go out to be more confident. What is inside? It is to make him feel that after a workout through a platform, they are strong and they feel happy. So you look at the competition for so many years, we have absolutely no commercial purpose, because it is totally want to really help the children. To tell the truth, my child was more introverted when he was a child. I remember my daughter coming to power for the first time. When she saw the light and the music rang, she immediately began to cry. Just as our generation came to power to speak, it would be very nervous, because there were so many platforms in childhood. Then I just want to go from the outside to the inside, give the children some more open platforms, more opportunities, let them participate in, so that they really happy.

Q: Our JOJO is a model competition, D Tsai is a talent contest, JOJO has cultivated a lot of small stars, including the current hot children's star Zhang Chi, Chen Shidan and so on. This year's JOJO image endorsement championship, do not know which one? Where is the venue?

Mr. Liu: The first preliminary round of the national six competitions this year has already ended successfully. We are also full of expectations for the finals. The final venue is tentatively scheduled to be Beijing Keji Baina Plaza.

Now that we are promoting this one, the team team is getting bigger and bigger. We used to focus more on Shenzhen. The mainland is mainly hosted by customers themselves. However, I think that customers themselves are certainly not so professional and in-depth, so we started our contest last year. To all parts of the country. This year, there are six divisions in Shenzhen, Guangzhou, Chengdu, Xi’an, Harbin, and Liaoning (Anshan). We will select different ones according to the market of each year, and then select some special ones, because these are our support services to our customers.

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