"BBLLUUEE powder blue" women's clothing has only been established in the market for two years, and 46 direct sales stores have been established. With more than 140 franchised stores, "BBLLUUEE Powder Blue" has been distributed in more than 180 countries. In Shenzhen's fashion industry, "BBLLUUEE Powder Blue" has become one of the fastest-growing women's wear brands, and it has also become a target of peer attention. "BBLLUUEE Powder Blue" can continue to develop rapidly in today's fierce market competition. The reporter recently interviewed Mr. Li Feiyue, general manager and design director of "BBLLUUEE Powder Blue".

The market impact of "BBLLUUEE pink blue" comes from color impact

Reporter: Among the many women's brands, what is the most distinctive place for powder blue?

Li Feiyue: Every time I visit a city with pink and blue storefronts, I will randomly ask some passers-by to ask about their understanding of pink and blue. Most of the answers I got were: "Blue and blue? Is that the brand that has a lot of red and blue?". It seems that customers are constantly verifying that the most distinctive place for pink and blue is color.

Take for example the products that BBLLUUEE Powder Blue has introduced to the market in the past two years. Powder Blue will dare to apply bright, red, blue, green, yellow, and purple colors with high purity and saturation to "BBLLUUEE Powder Blue". Among the seasonal products, it is these bold and distinctive colors that leave customers with a long-lasting and unforgettable visual impact. When you enter the shopping mall with pink counters, you can easily find out where the powder blue is.

The current market competition can be described as cruel. At the beginning of brand creation, I was thinking, what was the birth of a new brand to win the attention of customers and franchisees? The uniqueness of the product and the characteristics of the shop decoration can only bring freshness to customers in a short time, but the impact of color can last for a long time. "BBLLUUEE Powder Blue" can stand firm in the market within two years. It can be said that the color impact of the product directly creates the market impact of "BBLLUUEE Powder Blue".

Reporter: In the pink blue 2008 autumn and winter design planning stage, I heard that the company did a lot of color tests. What kind of color can not only maintain the continuous color impact of pink, but also give customers a new color experience?

Li Feiyue: In order to maintain the continuous color impact of pink, for a long period of time, red and blue will become the main colors and identification colors for each season. But in order to give the customer a new color experience every season, these two colors will not be a constant continuation. We will adjust and evolve according to the changes of the season and according to the fashion trends. For example, in the spring and summer of 2008, we launched a brand new color "Peacock Blue." This color comes from the time when the sun was shining, the sky and the sky where the sky and the sea meet. This is a great change from the "treasure blue" that we gracefully and calmly last season. "Peacock Blue" runs through the spring and summer of the year 08, creating a "BBLLUUEE pink blue" pleasant feeling of "facing the sea and blossoming in spring". In autumn/winter 08 we launched the brand new main color “rose red”, which is the color fusion of red rose and purple peony. This "rose red" not only maintains the purple elegance but also does not escape the red beauty and warmth. In order to identify it, we used it for half a year. It was only about 80 times that the fabric was dyed and tested for color. In addition to the main colors in each season, we also need to use a large number of color tests to find auxiliary colors and neutral harmonic colors that match the main colors. Through the combination of the main colors and auxiliary colors and neutral colors, the overall color of the store is also available. The unique visual impact of the blue makes the pink and blue store have a new color feel every season.

Do not blindly follow the trend to do brand

Reporter: With such bright colors, what kind of consumer groups is the blue powder?

Li Feiyue: Powder Blue's products are mainly aimed at civil servants, teachers, doctors and other customers who are relatively young or young but who wish to maintain a young attitude, knowledge, and certain fashion connotation. I have a deep understanding of this group. Before entering the apparel industry, I spent 10 years as a piano teacher and television director and presenter. My previous working and living environment made me very aware of the fashion needs of this group. Creating a clothing company is my dream for many years. Before coming to Shenzhen, during the five years of clothing agency business, I always insisted on the study of costume design and the accumulation of diversified artistic and fashion details. At the beginning of the market, Pink Blue has always been presented in a peaceful design: fashion and leisure combined with professional classics, together with the feminine design elements, elegant, simple and soft. In other words, this is a lifestyle-oriented fashion that suits the occupational crowd for work, life, and leisure.

Reporter: So, is the style of pink blue diversified?

Li Feiyue: It should be said that "Pink Blue is constantly making diversified attempts based on the basic style of trying to maintain the classic elegant femininity." In the present stage of pink and blue, I don't want to prematurely give Pink Blue an overly definite style, based on my experience with the market. In the tide of continuous evolution of fashion, we see too much stubborn insistence on the ups and downs of distinctive style brands. Of course, most successful brands have her own brand style and product positioning. Even the positioning of age and the positioning of color cannot be changed at will. We look at several brands in Shenzhen with well-defined styles and distinctive product features. For example, classical style song force thinking, professional Jessie, romantic-style lady house, and elegant woman-style art of flowers. Each brand is on Billions of dollars are even hundreds of millions of sales. But we should also see that the formation of these brand styles is not the accumulation of time and the precipitation of multiple attempts. In addition to ladies' houses and other brands, we can always see an intensive effort to maintain the basic style in the course of their many years of development. Powder Blue can rapidly gain a foothold in the market. In addition to the impact of color, in the creation phase of the brand, diversification based on maintaining the basic style should also be our valuable experience.

Of course, trying to diversify does not mean blindly following the trend. Some of the brands that have seen rapid growth in the Korean style market have now left few. From ethnic style, European style, Korean style, casual style to the current sports style, brands that follow suit can indeed rise quickly. However, because they do not have their own roots, the trend will decline as soon as it passes. Therefore, Pink Blue always maintains the classic style of elegant femininity while trying to diversify. Well, because Pink Blue is constantly diversifying its efforts based on the basic style of classic elegant femininity, in order to make Pink Blue's products have a unique identity, we regard color as the fusion link of pink and blue products. As the market recognizes our approach, color has even become the unique language of pink and blue.

Conscientiously do the details, do a solid brand

Reporter: Can you talk about the next step in the development of powder blue?

Li Feiyue: "BBLLUUEE Powder Blue" has only been on the market for two years. Although our development trend is very good, we must not be blindly optimistic. As a design director, I am also the general manager of the company and always have a clear idea of ​​development. To be a brand, it is by no means a market that can sustain and develop steadily. From the perspective of the director of design, the integration and synchronization of product design and market are the primary ideas for our development. From the perspective of the company's decision makers, only products and markets can only achieve the initial development of the brand. The current clothing brand is so many customers can not choose. How to make powder blue is not only accepted by the market, but also recognized by the market and respected by the market. This requires the team of pink and blue to calm down and start from the details. Sometimes for the sake of long-term development, we must stop the current steps and reflect on the details of the loopholes and omissions that we left behind in our rapid development. In particular, as a women's brand, there is no rich cultural heritage and no long-term development. All of these require the team of pink and blue to continue learning and practical efforts to gradually achieve.

I am very grateful that at the beginning of the establishment of the Pink Blue team, two shareholders with senior management experience in listed companies directly managed the trivial departments of human resources, procurement, production, and finance, and these aspects were precisely their professional advantages. And I can calmly focus on product design and market layout. The blue-and-pink team has a good atmosphere of mutual learning and joint efforts from senior management personnel to mid-level backbone personnel and front-line employees. With such a foundation, the next step in the development of powder blue will certainly be recognized by the market and lay a solid foundation for the sustainable development of pink blue.