Chinese brands are breaking international conventions Koradior 珂 Laeti Women's Fights Milan Fashion Week

Koradior Chairman: Jin Ming

Reporter: In the past two years, Lou Dieter began to continuously voice in the overseas fashion industry. What is the appeal of these things?

Jin Ming: Let Lentiles go to the international arena, use a more open attitude and international resources exchanges and cooperation, so that the international fashion industry continues to pay attention to 珂 珂 蒂 蒂 尔 尔 尔 尔 , , , , , , , , , , , , , , , , , , , ,. The visibility of the Tiel brand is my heartfelt aspiration and is part of the five-year strategic plan that our company has agreed upon. Now, we are only step by step firmly towards the strategic goal.

Reporter: At the end of last year, Fosun Group had a strategic stake in Lou Letier, which will have a positive effect on the company's next step in brand acquisitions and capital operations. What is Mairier Leiteer's M&A strategy?

Jin Ming: Our company's strategic goal is to become a benchmark for the women's industry, and to make our market bigger and stronger.珂 珂 蒂 蒂 蒂 蒂 蒂 蒂 蒂 蒂 蒂 蒂 蒂 蒂 蒂 蒂 蒂 蒂 蒂 蒂 蒂 蒂 蒂 蒂 蒂 蒂 蒂 蒂 蒂 蒂The times are changing and customer needs are changing. The needs of core customers before our 80s and 90s are different. Recently, we conducted a survey on our own customer base through a professional survey company, Nielsen. Nielsen divided our customer base into four categories: low-key, restrained, superior, style-following, and personal style. Our existing customers are mainly concentrated in the first three categories. For the individual styles, they are concentrated in the post-80s and post-90s groups. We lack the matching products to meet their more individualized and more subdivided needs. Therefore, our M&A strategy is a brand differentiated between M&A and our existing positioning to meet the needs of groups that differ from current customers.

Miranda Kerr dressed in La Koradior brand at Milan Fashion Week

Reporter: Through international mergers and acquisitions, the company can become a world-class high-end fashion brand group. In terms of long-term development, what kind of strategic planning is there for?

Jin Ming: It is an era of rapid change. Personally, I think that over 5 years, it will be difficult to predict accurately. Now we are focusing on the five-year strategic plan. As of the 2020 strategic plan, we have to achieve a total scale of 10 billion yuan, on the one hand, through the organic development of our own brand, and on the other hand through outreach M&A cooperation. This is a quantitative plan. With respect to quality, we will actively look for brand cooperation with our differentiated positioning (including brand positioning, style positioning, and channel positioning) to seek common development and create a better future.

Reporter: After two years of listing, the company maintained a very steady growth in performance. What is the experience behind it?

Jin Ming: After careful analysis, I think there are five reasons: First, a clear brand positioning. "Young, fashionable and feminine" meets the needs of this special group. Regardless of any new trends in the market, we insist on our positioning and let us have many followers. The second is to insist on a direct-based marketing system. This protects the brand DNA from being diluted, and it also facilitates quick and easy reception of feedback from the terminal, thus making a virtuous circle for further satisfying customer needs. The third is to adhere to the multi-brand development strategy. Now, there are three brand lines under the company: Koradior, Koradior elsewhere, and La Koradior, to meet the different styles of customers' needs on different occasions. This has also accumulated rich and efficient operational experience for our current and future mergers and acquisitions of brands and the full implementation of multi-brand operations. The fourth is to implement the amoeba independent accounting system, so that each subdivided brand line has its own independent goals and independent accounting system while cherishing the company’s overall strategic goals. Fifth, there is a highly-consensual management team with a positive corporate culture. Our core values ​​are fraternity and struggle.

Reporter: What are your personal experiences and opinions on the multi-brand layout of apparel companies?

Jin Ming: The market curve has a greater impact on my business thinking. When the market matures, there will be oligarchies. In my opinion, the current high-end women's wear industry has not entered the mature period. When entering mature stage, on the one hand, market share will be more concentrated by some oligarchs, but on the other hand, consumer demand will be more subdivided and diversified. Therefore, enterprises that occupy a large share of the market in the mature period in the future will inevitably have the ability to meet the diversified needs of the subdivision. Our goal must be to become an oligopolistic company during the maturity of the market. In fact, since its development in 2007, M. Lettier has been trying out a multi-brand line layout. We support the development of each brand line by designing R&D independence and channel resource sharing. It turns out that this method is very efficient. In the future, we will also use this approach to acquire brands.

Reporter: Some time ago, Lou Letier also announced that he will establish strategic cooperation with Coolt Smart and jointly develop a new custom fashion brand DE KORA. What background does this cooperation have?

Jin Ming: As we all know, last year, Fosun took a strategic stake in Lou Leter. At the same time, he is also a custom-made shareholder of Qingdao Red Collar. As the two companies that Fosun has invested in and attaches great importance to, he hopes that Lehtiler and the red collar can interact. During a visit to the Qingdao Red Collar, we discovered that in fact, the cool special intelligence of the red collar is really mature and its customization system is also very complete. Although the red collar is famous for custom suits, in fact, this system is also suitable for women's clothing customization. As a clothing company in the forefront of the industry, we have always embraced an open attitude and embraced innovation. According to our market research, we also believe that the future customer consumption trend is more subdivided and more personalized, and customization will inevitably become the trend of future consumption. Therefore, we signed a strategic cooperation agreement with the red-collars to jointly develop a new custom brand DE KORA. We believe that this will be a good and win-win start.

Koradior Lady Women's Young Fashion Feminine