Interview with Huang Xinyi, a designer of excellent children's wear in Shenzhen

The characters ' impressions are not smile, people humble, but the essence of a peculiar stubborn and ordinary people do not see the unique vision, this is Huang Xinyi, from the rabbi, to Sammubidi, and then to the current Shenzhen Orchid Family Apparel Co., Ltd. Design director and chief designer, all the way to the scenery, and our line of sight is getting closer　　, more and more clear.　　Advocating European and American design style, and another design new road, unconventional, her every piece of work, people feel intriguing, become children's wear designers follow the vane ... Won domestic awards for several consecutive times, works by numerous network media recommended and assessed for the annual excellent children's wear design title, 2007, can be said to be the Huang Xinyi design Road on the unusual year, but also has an important milestone significance, she is trained costume designer, for many years, has been enamored of their beloved children's wear design and research and development　　, has made a rich fruit, but also laid their own in the children's clothing industry status, as the South China Children's wear design sector more representative figure. In recent years, China's children's wear industry hundred Citi, the overall level of the industry has made considerable progress, but this prosperity behind, but there are huge hidden dangers, product structure is not coordinated, the difference between the north and the south, the continued high commodity prices and so on. With children's wear brand competition is more and more fierce, more and more fierce market competition, enterprises are difficult to do louder and louder, customers are more difficult to make more and more high, how to "iconoclastic" in the competition, how to operate from outside the market market, with these problems,　　Reporter recently interviewed the Shenzhen Orchid Family Clothing Co., Ltd. Design director and chief designer Miss Huang Xinyi, on the domestic children's wear design marketing issues such as a deep communication.　　Design is the brand's latest marketing force Reporter: As far as I know, your children's wear brands are very successful, how do you think of their success? Huang Xinyi: Graduated from school, I have been engaged in children's wear design and development work, operating a number of brands, currently in the market can be said to be very good sales, I gave my life design when the positioning of the different, I not only to position themselves in a designer, more willing to position themselves in a brand trader, Why do you say that? The designer is different from the trader: The designer may just look at the beauty and sense of the product, is more perceptual than rational, this way down will be missing on the product attributes of the Regulation class, such as a embroidery printing directly related to the production costs and market prices, and I will be from a comprehensive analysis of positioning, including its style, workmanship, price, production costs, etc.　　This is more easily accepted by the market, which has a very important impact on brand marketing.　　Reporter: You just said the design is brand new marketing force, how do you understand? Huang Xinyi: Chinese children's wear is late start, so far, the market has been called a big brand is not a lot, and also because the consumption of children's clothing is a child, and the main purchase is the majority of adults, so consumers generally think that the main point is to see two, one is to use environmentally friendly products, style to practical and creative,Next is in the market price, I do not deny the product lower price but enter the market a very good marketing strategy, but not entirely low-priced things are good to sell, this is to see product positioning, another to see whether the value of things. I and my team often mentioned in the meeting, there is no good products, that is, design is not a good work, (this work is not simply to say that the style is good), marketing is very difficult.　　Design is the real marketing, brand new advanced marketing force.　　Price is not a major competitive journalist: How do you look at commodity pricing as a new brand you are working on? Huang Xinyi: The brand and market pricing that I am working on are in accordance with market principles, this is also the vitality of the company, but the price is not the main competitiveness, prices are with a business and brand strategic development positioning consistent, the price is not exactly what we consider, we are considering what kind of products with reasonable price to reflect,　　As a national brand, we will take into account the national market, especially in China's two or three-level large market, to a reasonable price of the product market, establish brand awareness and establish loyalty customers.　　Journalist: What do you think about the future of China's children's clothing industry? Huang Xinyi: In recent years, the National children's clothing industry, has emerged a number of very outstanding brands, but in terms of the overall level of the industry, it is not difficult to find that we and the international counterparts in the existing level of a large gap, the biggest concern is "similarity", lack of adequate, independent design ideas And in the product development strategy of the overall and consistent, not enough attention. The appearance of advertising and the connotation of product individuality are often disjointed, this often makes customers feel at a loss when deciding to buy, eventually most people decide the choice by price or discount, this phenomenon makes the industry in brutal, unrestrained price competition slowly become difficult, but as the industry continues to advance, I believe, Children's clothing industry, the future of the landscape embroidered in front of us.