Yan Jianhua: Here's how we choose our spokesperson. Ms. Xu spoke for us for two years, which really promoted our brand. With the change of our style, the age stage has narrowed. Now we only choose Miss Sun Li, a popular movie star since 2009. I should say she is quite in line with our style.
Moderator: Min said that our age group has changed. Can you introduce the changes of Norman style in 2009?
Yan Jianhua: Since the transition, we have gradually integrated into the black and white series since 2006. This age span is relatively large, and the sweet powder span is relatively small. In order to improve the product structure, we put black and white into the powder system to make the product structure more perfect and perfect.
Moderator: We in Normandy take the lady brand as the route. What do you think of the development route of women's wear?
Yan Jianhua: It can be said that the trend changes rapidly, but the style lasts forever. Shu women's clothing is a style classification, pursuing the temperament of a princess and a lady. Generally speaking, the right people are young people. Like to pursue fashion. The fashion trend in these two years is particularly obvious in women's wear. At first, Normandy only made sweet women's clothes with pink as the main color. As I said just now, in 2006, we launched a black-and-white series, which adjusted the fashion. After the launch of this series, it surpassed the pink series and the sweet series in overall sales. At the same time, Norman's pink department is more fashionable and perfect.
Moderator: You just said that our brand series has been adjusted since 2006. Although this is the right place, the constant place is that we have been taking the route of lady style. Now the trend line is changing rapidly, and it is difficult for us to grasp the content. However, it is our best way to firmly follow our own path and constantly change.
Yan Jianhua: Our Norman style orientation has been established. Now our positioning is divided into two series, one is pink and sweet, and the other is black and white.
Moderator: You know that the financial crisis started in 2008. How do you think Norman should deal with this environment in such a big environment?
Yan Jianhua: What do you think of this year's economic environment, and how does Normandy respond? For the clothing industry, this year's market can be summarized in eight words, with fierce competition and many opportunities. I think, in fact, this financial crisis eliminated uncompetitive enterprises, while competitive enterprises encountered a historic opportunity of low-cost expansion. This is my view on this issue.
Norman has taken a series of measures, and we have taken five measures altogether.
First, strengthen product research and development and production, which is what the company has been trying to do. We have been trying to introduce product planning, hire technical directors, reserve design talents, introduce foreign advanced technology and equipment, invite designers to study and inspect abroad, and hire commodity planners from Hong Kong and Taiwan as Norman's perennial product consultants.
Moderator: Let's reach a perfect level in both software and hardware, so that our brand value will be enhanced.
Yan Jianhua: Third, by improving store image and store service, optimize terminal image and boost sales.
The fourth is to make way for the terminal and improve the profitability of the terminal. Originally, we only offered agents a discount of 40% to 30%, but now it has been adjusted to 40%. Adjust the currency discount for franchisees to 48% to 53%. The news marketing policy announced yesterday was applauded at the scene, indicating that the measures we took in the economic crisis have been maintained.
Moderator: That is to say, our cost performance is actually very high.
Yan Jianhua: Yes.
Fifth, strengthen the training of terminals, and demand talents and benefits from training.
Moderator: You just said that our Norman brand is a line for women's wear. However, how did you come up with the idea that our company would make products like Norman? What do you think of its design concept?
Yan Jianhua: Qi Baishi has gone through ten years of ups and downs. Norman brand registration was also a leisure route at that time. Because the competition of leisure routes in the domestic market is still fierce, including Smith Barney in Zhejiang, Mason in Guangdong and Chunjiang in Guangdong, we should find opportunities to position our own brands. At that time, I investigated the market from abroad to China, and finally determined that we had changed from leisure to lady orientation since 2006. At that time, there was room for ladies in the domestic market. Therefore, by adopting this positioning, Norman's annual sales now reach 500 million.
Compere: Did you get anything from our service Expo this time?
Yan Jianhua: This is also the first time to participate in the Beijing Fashion Show in ten years. At that time, I wanted to do something, not when it was immature, but when it was mature. I wanted to do it vigorously. This time, colleagues including the clothing industry realized that Norman made his debut and won the unanimous praise of the clothing people in the whole exhibition hall. So this time, we have gained a lot.
The first is a great promotion to our brand. The second is to promote investment in several provinces in North China. At present, we have signed up 500 interested customers. There are also 50 terminal manufacturers that have signed contracts now. This is our greatest achievement in this exhibition.
Moderator: You just said that this is your first time to participate in the exhibition. Why did you choose China International Fashion Fair for the first time?
Yan Jianhua: I think this conference is the most authoritative conference in the clothing industry. This is a national and international exhibition. The momentum is very strong, and many brother brands come to participate, so as to show the overall strength and image of our brand.