The three days of the 13th Shenzhen apparel trade fair came to an end, many exhibitors brand gorgeous appearance in this service rendezvous, has attracted the attention of dealers nationwide. Among them, a "young" brand founded in 2011 stands out from the show with its simple and elegant pavilion image and high-end and refined products. Beauty Network Reporter: First of all, thank you for taking the time to accept our interview! First of all, I think every brand's origin has a beautiful story, can you share with us about the brand story of the fate of children ? 隗 total: Yuan Shang children's clothing from my parents and a conversation on the plane. When I was studying in the UK, I had been in contact with many foreign fashion weeks and met many celebrities, fashion designers and designers. I feel very shocking and feel so beautiful and stylish. I want to She brought into China's high-end market. After returning home, during my summer internship, I examined some of the brands in China's high-end market and found that I lacked some elements of fashion. Nowadays we communicate more and more with the world. There are more and more ways to know the fashion trends. Our professional women also want to wear clothes that are very fashionable nowadays, but they can not be worn on the street, very casual or like Young girls wear so fancy, so I think this is a very good market opportunity. Of course, after I graduated from the UK, I had a lot of choices in my job, I could go to some international brands or stay in the UK as a designer, but setting up a truly own brand has always been a dream in my heart, so on my 12-hour homecoming On my own, my parents and I had a very serious discussion and wanted to try to take this brand as an adventure. Beauty Network Reporter: You come back from the West, must be on the Oriental women and Western women in the aesthetic and physical characteristics, etc. have a unique understanding, then how do you apply this knowledge into the design of the brand it ? 隗 TOTAL: Oriental women and western women have many differences in body size and body shape. Therefore, we design the Chinese women tailor-made according to the needs of the market and consumers, no matter in type, color or other aspects. In terms of color, in contrast, women in China are relatively conservative in color recognition, so they can not copy exactly in accordance with international popular colors. Rather, they are going to be positioned according to the annual market and economic trends. Beauty Network Reporter: Then do you think Oriental women and Western women in shopping habits What is the difference? 隗 total: Among the Western culture, the fashion industry is already a long time ago, it is already very mature. Their shopping habits are very rational, but also know how to choose clothes, how to match, how to create a stylish dress for yourself. And our consumer base is less aware of fashion, so they need professional fashion consultants and shopping guide for them to recommend suitable clothing, especially in this one. Therefore, we attach great importance to terminal training, and strive to make every shopping guide has become a professional image consultant, so that every customer has become our VIP customers. Especially in recent years, under the tremendous impact of e-commerce, it is even more necessary to strengthen the development of terminals. Beauty Network Reporter: Then please tell us about the edge is still children's fashion products and the main face of the consumer group it. 隗 total: Our women's mainly for the psychological age of 30 - 40-year-old woman. They are professional women, their own style of dressing, fashion has a certain pursuit, but also on the texture of clothing and clothing have certain requirements of the occasion. We are striving to give each of them a unique taste through a rich mix of spaces. Beauty Network Reporter: You just mentioned in the terminal will give shopping guide very professional training, fate is still children's clothing in the domestic sales terminal is a distribution of what kind of situation? 隗 total: We are set up by the end of 2011, there are currently more than a dozen stores in the country, located in the downtown shopping district of the major shopping malls. Terminal training, we each time before loading on the product we will conduct a systematic and reasonable training, shopping guide for different consumers for different product promotion. Beauty Network Reporter: that the next 1-2 years have no plans to expand to a wider area, increase our consumer terminal distribution point? 隗 total: At present, our terminal is still mainly located in the mall, because our brand positioning in the high-end, elegant, intellectual style, so the current high-end shopping malls is our main development objects, including the first and second tier cities mature shopping malls and third-tier cities High-end shopping malls. Beauty Network Reporter: Today is the third day of the Shenzhen Trade Fair, and we have achieved the expected results of the exhibition? 隗 total: I think this show is very good, is a very good exchange platform. We also rewarded, there are some shopping malls and we are successful cooperation. Beauty Network Reporter: Which dealers are most concerned about the issue of the exhibition hall? 隗 total: First of all, they are still most concerned about the strength of the brand. Because many dealers want to join possible funding is in place, but the terminal may not have much experience in sales, so they are very concerned about the company has enough strength to carry out terminal development training. In addition, they are more concerned about the product. Because any one brand's core competitiveness must be the product, if the product's positioning is not accurate, does not meet the development trend of the market where it will certainly not be long-term development. Beauty Network Reporter: Margaret is a new brand of women's clothing, women's market today, the competition is fierce, many new brands springing up, do you think the fate of children's brand is reflected in what aspects? 隗 total: As I just said, I spotted a good market opportunity. The past two years, the national clothing brand is facing an important issue, that is, transformation and upgrading. One of the core issues is the product design, more attention to a high-end cutting-edge design, rather than a simple imitation and ordinary manufacturing. Their markets are relatively stable for some big brands and old brands with a long history, but they will continue to decline if they do not change. The reason is because after the opening of the country door, they are still insisting on the inherent brand development mode. For them, the transition is very difficult, they face many obstacles and many problems need to be considered. However, speaking of our new brand, we spotted the business opportunities, aimed at the market, direct shots, showing the most perfect products and services to everyone. Beauty Network Reporter: As a fate of children's fashion design team is a very important member, but also a leader in brand management, a brief introduction to your design team behind and what are their expectations? 隗 total: my design team mainly to me, I will pass on my design concept to them, they come to help me to achieve, when I choose the designer, a very important principle is to have a common philosophy, at Design concept, the company's development concept, we must be able to read our products, understand our brand positioning, but also have the common development and common development of determination. Beauty Network Reporter: This year our Pavilion is very simple atmosphere, is derived from what kind of design philosophy? 隗 TOTAL: We showcased our clothing mainly for this exhibition. The layout of the exhibition hall is not the point. We would like to show our style positioning of our new brand first by exhibiting, and also to express our products through the concise exhibition hall High-end positioning, showing the brand's core competitiveness. Beauty Network Reporter: As you fate young leader, there is no management experience and we share under it? 隗 total: management, I also learn by doing, and no experience of conversation. However, the core is still holding the concept of "growing together with the brand and making the brand well". It is very important that every brand and management that starts from scratch is of great importance. Beauty Network Reporter: Can you simply tell us about the company 2-3 years of development plan? 隗 total: Our products do more perfect, a series of more sense, more accurate positioning, and enhance the development of terminals, and enhance customer service. In expanding this one, I hope in the country can open to more than 30 terminals. Beauty Network Reporter: Talk about the topic outside the brand, when we get the fashion information, you will see the release of foreign fashion week, do you think China's Fashion Week and foreign Fashion Week What is the difference? 隗 total: Now China's Fashion Week, including the Shanghai Fashion Week, Beijing Fashion Week, compared to foreign fashion weeks, the size of our Fashion Week, maturity and popularity is less than abroad, which depends on the development of domestic women, so We must make concerted efforts to develop and expand the domestic women's clothing. What I want to do now is to make the fate of the children are still in the long-term direction, and international standards. Beauty Network Reporter: Well, but also hope margin is still children's clothing can be better and better in the future development of the road, but also very much thank you margin Shangzhe support for China Beauty Network ! 隗 total: (smile) Thank you! 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