ELLE, synonymous with international fashion womens - French ELLE "dialogue" Chinese women's fashion
ELLE, a best-selling fashion magazine worldwide, an international fashion brand that advocates the perfect combination of style and lifestyle. R-Reporter A - Anne R-Reporter A - Anthony Reporter: Here, we have to ask Guangzhou Yi Nepal Garments Co., Ltd. Executive Director and Managing Director Sheng Shu Why choose ELLE brand? ELLE brand China Development Events: Wooden Jesus Cross,Luxury Wooden Jesus Cross,Plastic Cross Acme Textile Co., Ltd. , http://www.cardboard-casket.com
The magazine named "ELLE" has become a forever glory in the history of fashion in the world. And what kind of infinite charm is the dress with "ELLE" brand?
Recently, the reporter had the honor of "dialogue" ELLE brand vice president of the world, Miss Anne, president of ELLE Asia Pacific president Anthony, ELLE brand global design director Miss Valerie, Guangzhou Yi Nepal Garments Co., Ltd. executive director and general manager Mr. Sheng Shuang, the world's top 500 Enterprise Japan ITOCHU Corporation Fookuan, Hong Kong beyond the International Holdings Limited, Mr. Zhang Quanxi, vice president of China Shanshan Group Mr. Li Qiming and the garment industry veteran expert Mr. Wu Gang, from their words, the reporter felt ELLE costumes more attractive Tomorrow 
R: ELLE brand vice president of Miss Anne, please briefly introduce how ELLE brand was born?
A: ELLE brand from the French fashion magazine "ELLE PARIS". ELLE Magazine was first established in Paris in 1945 as "the capital of fashion". ELLE Magazine has always been the most important reading guide for women with the latest fashion information and advanced fashion sense. In 1985, ELLE Magazine became the leading magazine on world fashion beyond the borders of France, with 42 international versions worldwide.
Today, ELLE has gone beyond the scope of fashion magazines, evolved into an international fashion brand.
R: ELLE as a global fashion brand, its distribution in the world is like?
A: ELLE magazine has more than 20 million fixed readers in the world. The ELLE brand has a rich product line with the best-selling ELLE magazine, whose product categories cover apparel, accessories and home furnishings. The ELLE brand has more than 25,000 points of sale worldwide, including specialty stores and department store counters, over 1000 counters in the United States in collaboration with Kohl's Department Stores, and more than 7,000 points of sale in Asia Pacific and Europe. 
R: I would like to ask Mr. Anthony Anthony ELLE brand president of Asia Pacific, ELLE as a popular brand in the world, why would you choose to visit China at this time?
A: We think China is one of the most potential fashion markets in Asia and China is a huge business opportunity for the ELLE brand.
R: So, what do you think is the current status of the ELLE brand in China?
A: We believe ELLE, as an international brand, has been integrated into the Chinese local market and is gradually expanding its market.
The ELLE brand already has a very complete sales network in China, such as shoes (155 outlets), accessories, accessories (159 outlets), handbags and luggage (82 outlets), men's wear (105 Point of sale) and so on. I believe the ELLE brand is about to become part of the Chinese women's wardrobe. 
Sheng Shuang: ELLE brand first has a long history and has business outlets around the world, is a very influential international brands; secondly, ELLE itself is the French "her" meaning is a feminine brand; again, the " ELLE magazine has always led the world women's dress trend, is a fashion brand; Finally, ELLE other licensed products in China have a very good market performance, which is enough to prove ELLE brand really attractive!
Reporter: It seems that Sheng and Anthony Anthony ELLE brand has a certain consensus. So, the total ELLE brand target customer base is how to position it?
Sheng Shuang: ELLE brand target consumer groups defined as fashion women between the ages of 25 and 35, they have a certain economic base, with fashion sense, focus on quality of life, have a certain brand awareness. This part of the group and ELLE magazine consumer groups is consistent.
Reporter: ELLE brand design style is like?
Sheng Shuang: ELLE style is the women's fashion, of course, consumer understanding of fashion may not be exactly the same, for example, the eyes of the French fashion is capable, simple, and Chinese understanding of fashion is partial personality and sexy. The ELLE style with a sentence to describe if it should be a French romantic characteristics of Chinese women's fashion.
Reporter: It seems that the general understanding of fashion is unique. So, ELLE women's clothing product line is how to break it?
Sheng Shuang: We ELLE brand is divided into a series of elegant fashion and fashion leisure series. Two series of products account for 50% of ELLE women's wear.
Stylish and elegant series of its overall style of the classic and generous, focusing on fabrics and cut, more Europeanization. Suitable for dating, shopping, bookstore and other occasions to wear, to please everyone. The age group is between 30-35 years old.
Fashion casual series of its overall style of fashion and rich, pay attention to popularity and mix and match, more Korean. Suitable for friends gathering and traveling when wearing, to highlight the personality. The age group is between 25-30 years old.
Reporter: ELLE brand style line with a clear positioning, then Sheng always think ELLE brand what kind of channel should be implemented?
Sheng Shuang: ELLE brand lock in China, three channels: First, the chain department stores account for 50% of the total number of channels, because of his network and the chain has a very good market performance; Second, the city complex or large shopping center accounted for To 30% of the total number of channels, because under the slogan of promoting one-stop family consumption, it will surely become the main battlefield of future apparel competition. Thirdly, fashion commercial streets account for 20% of the total number of channels. As the city continues to expand, Many cities are gradually introduced as the definition of high-end or stylish commercial street, if the brand lineup will be more favored by the businesses, and compete directly with the mall!
Reporter: There channels, the total market share ELLE brand to occupy the market should have confidence, right?
Sheng Shuang: Throughout the Chinese women's wear, whether it is an international brand or domestic brand, can do 100 billion not to 50 billion to do less than 10, most of the brands are 1-3 billion Wandering between. And we are fully confident in the authorized 10 years to become the benchmark of the international women's brand !
Reporter: Well, Sheng always think ELLE brand how to participate in market competition?
Sheng Shuang: On the channel, we will set up flagship stores in Beijing, Shanghai, Guangzhou, Shenzhen, Xiamen and Hong Kong as direct-operating areas, and set up flagship stores in all provincial capitals to launch markets vigorously. At the same time, with the most attractive policy, Second-tier cities in the development of city agents, quickly spread the network. We have opened 30 stores in half a year, and also successfully occupied the markets of Guangzhou, Shenzhen, Shanghai and Xiamen. We strive to achieve one hundred a year, five thousand stores in the industry initiative.
In the design, ELLE brand has the French design team, Hong Kong design team and the Chinese design team, three teams have their own strengths, unparalleled design advantages. ELLE brand French design team can at any time according to the popular European and American press conference to grasp the popular colors, popular fabrics, popular styles, so as to provide us with international, cutting-edge product information. Then by the Chinese design team for the Chinese market to play and interpretation. Finally, the design team in Hong Kong in the shape and structure of the clothes to adjust and review. Close cooperation of the three links to protect the competitiveness of the product!
In production, Guangzhou Ini Garments Co., Ltd., the parent company of Hong Kong beyond the International Holdings Limited is to start production itself, the headquarters of more than 2,000 factories, more than 10 years of garment production experience, technology has reached the top domestic standards. Moreover, the partner of Ini Corporation is ITOCHU Corporation, a Fortune 500 company in Japan. They occupy a certain share in garment processing in China and have a good reputation. Cooperating with them will further highlight our advantages. So production is indeed very powerful!
In the promotion, ELLE brand French headquarters has never stopped the global promotion of the brand, so the brand has today's visibility and reputation. The different ELLE brand licensees are also promoting the brand while promoting the product. Such a rich product line in the brand's promotional power can become an example of an international brand!
Reporter: Lastly, please make a brief introduction to Guangzhou INI Clothing Co., Ltd
Sheng Shuang: Guangzhou Yi Ni Clothing Co., Ltd. for Hong Kong beyond the International Holdings Limited, a wholly owned subsidiary, is to operate ELLE brand was established, and in the future I will lead the team to build the company into a professional international brand operating agencies. 
Reporter: Now we have to listen to the advice of experts, first of all, we ask our industry experts Mr. Wu Gang how ELLE brand presence in the Chinese market?
Gang Wu: ELLE brand stationed in Greater China at this time (2010), I think the choice of this time node is very correct. First, the rapid economic development in China has allowed China's GDP per capita to grow rapidly. The study found that when a country's per capita GDP reached 2,000 to 3,000 US dollars, consumption will show a trend of explosive growth. And China is now in such a growth period, which is undoubtedly the ELLE brand is an opportunity. The population of China's population of more than 10 million is also a large-scale increase, ELLE women's market in China has great potential.
Reporter: So what are the suggestions of Teacher Wu on the development of ELLE brand?
Wu Gang: First of all, we believe that in the same region, the sales of the top 20 brands will account for 80% of the sales of similar products in the region. As the brand concentration trend intensifies, the ELLE brand in the regional market must account for To the top 20, in order to win 80% market sales;
Second, as the trend of entertainment continues to grow, the whole society is moving toward entertainment. I think the ELLE brand should focus on entertainment marketing.
Finally, fast life brings fast fashion, with the convergence of China and the world, the number of people abroad to increase geometrically, the fashion freshness has now been reduced to a dozen days. China's fashion trends and international fashion tend to only one season difference. Therefore, ELLE brand should be fast fashion. And, I believe the ELLE brand has many advantages in this regard. 
November 2009 Guangzhou Yi Nepal Clothing Co., Ltd was formally established;
May 2010 ELLE Women's China Sailing Ceremony cum 2010 autumn and winter new conference;
October 2010 "French ELLE dialogue fashion women's" seminar and spring and summer 2011 new conference;