French Yad'or children's wear brand enters the Chinese market steadily

Recently, Yador, a high-end children's wear brand under the French Yado (Hong Kong) Co., Ltd., held a dynamic publication in Shanghai. As a member of Yaduo Company, the general manager of Yaduo, a Chinese strong children's clothing brand that made Jadoo the third-largest sales performance in China and the first in sales in Shanghai in a short span of nine years, at the press conference, Yaduo came to visit the company. Brand franchisees and children's clothing department managers of well-known shopping malls, as well as the industry news media, announced a new business strategy that will use the Yador brand registered by Yaddo in France to enter the high-end market for children's wear in China. Zheng Yafang, who dares to innovate, once again opened up an advanced brand operation mode in the industry.

Zheng Yafang walks boldly forward

"Now I am going to build Yador, France, into a prestigious, high-end children's clothing brand." Zheng Yafang, who likes to look forward, is the most willing to talk about the future of Jado. Zheng Yafang frankly stated that she is a person who is in danger of being in peace. It may be precisely because of this reason that Zheng Yafang had a stimulating decision when the sales of the Jacob brand rose sharply in 2004. He went to France to register a more competitive and upmarket children's clothing brand in France. Yador".

Faced with this new brand, Zheng Yafang bluntly said: "To be a new brand is not easy, there are many things to be dealt with. Take the 2005 new product release, we have done a lot of work, but the 2006 new product release is obviously much better. I think there is a lot of room for growth for Yador. I think that any brand will always have a process of adapting to it. I believe that after a period of time, Yador will become a premium children's wear brand known as Jado in China." Zheng Yafang told reporters: "Ydor brand children's clothing every detail of the creative, are the original French cultural concept. Now the French fashion agency has been able to work well with our chief designer."

As Zheng Yafang said, to make the French high-end children's clothing brand Yador, you need a good team of designers. In order to better reflect the fashion cultural connotation of the French classic high-end children's clothing brand implied by Yador in France, Zheng Yafang painstakingly hired a team of professional consultants in France, and asked them to provide a series of design plans in sync with international fashion elements. And trends. At the same time, in order to better comply with the actual situation of Chinese children and Chinese culture, Zheng Yafang also let the company's chief designer conduct a multi-faceted communication and exchanges with these French consultants, making the French brand Yador a brand new debut, once it was introduced Can reflect the unique fashion of Chinese and Western culture. This mode of cooperation is exactly what Zheng Yafang wishes: "I want to make Yador, France, a high-end children's clothing brand with both French style and Chinese cultural characteristics."

"Yador of France" steadily progresses to the future

For the promotion strategy of the French Yador brand in the Chinese market, Zheng Yafang is not eager to quickly bring this brand to the market. Zheng Yafang believes that playing high-end brands must endure loneliness and avoid quick success. It is also true that the French Yador upscale children's clothing brand sold in the market adheres to its unique non-discounting strategy and gradually introduces the brand to Chinese consumers on the basis of steady progress. Zheng Yafang explained: "For this French brand, I intend to use a resolutely not discounted approach to allow consumers to feel the brand's deep connotation and superior value." She believes that to treat brands such as French Yador, must first go through The consumer recognizes and then allows the consumer to accept until the consumer becomes their VIP user.

In the eyes of Zheng Yafang, the French Yador upscale children's wear brand is just like her daughter Zheng Dajia, so she will try her best to tune this young “little daughter”. She believes that the French Yador is a high-end brand, and the positioning of commodities must be consistent with the status of sales outlets. In order to "cultivate" Yador in France, Zheng Yafang has come up with a new "education" method. The marketing network owned by the French Yador dealers is divided into three grades: A, B, and C in terms of marketing area and grade. A type of stores because of its unique location advantages, can sell all the French Yador brand style; B type stores because of its relatively good location advantage, can sell some of the French Yador brand style; and those location advantages are relatively weak or temporarily do not have The sale of the French Yador brand stores requires special cultivation to sell the French Yador brand.

In terms of management and training of dealers, Zheng Yafang adheres to the "Talent First Strategy," and real swordsmanship first practices his skills, and then steadily develops the market. Zheng Yafang said: "In order to lay a solid foundation for Yador in France, I slowed down the amount of the brand's listing and conducted rigorous training for all dealers selling Yador in France; in order to achieve every employee of the company and international standards After Yaduo passed the ISO9000 management certification in 2002, it stipulated that every employee of the company's administrative, marketing, and design staff must participate in the ISO9000 training course." Accompanied by the development of Yada company, Yada team has built an international high-quality management team in the ISO9000 and ISO14000 environmental protection, ISO28000 quality, health and safety training process. Zheng Yafang believes that the "bosses" (enterprise management and distributors) are very important in their leadership skills and their own quality. Knowing that the "boss" of brand culture management can really make the "Yador" brand stronger and bigger.