Out of the rainy season to simply make clothes

Clothing, the industry in which people were placed first in "clothes, food, housing and transportation," was once struggling in the financial crisis because of its labor-intensive characteristics in China. Nowadays, whether it is a large-scale well-known clothing brand that has already been listed, or a small and medium-sized clothing brand that has just emerged, it is regaining the spring under the baptism of the financial crisis. Under the great momentum of development, many clothing people are working hard to revitalize local ethnic apparel brands. One of them is Liu Jingfeng, director of the clothing department of Senba Ziqi. This was born in the northeast, and the clothing person who is based on the fashion frontier in the business, uses a simple heart to dress, resists the impact of the financial tsunami with persistent enthusiasm and energy, walks through the industry's rainy season, and continues to practice in the highly competitive clothing market. Take your own business idea.

After the reshuffle of the apparel industry, Ms. Semba won a market share that is more advantageous than before. How did Liu Jingfeng do it? The answer is to do simple things in a simple heart.

Reporter: How did you get into this field of clothing?

Liu Jingfeng: In 1999, my wife and I, my wife, came to Zhuhai and opened a 7-square-meter small shop on the famous Gongbei pedestrian street in Zhuhai.

Gongbei pedestrian street is very famous in Zhuhai, it can be said to be a fashionable distribution center. The experience of training at that time may be the main accumulation of clothing industry that I later engaged in. At that time, the idea was simple, young, love tossing, and people could wear our clothes to become beautiful and able to support their families.

Reporter: When did you start to make your own brand?

Liu Jingfeng: Accurately speaking, it should be in 2005. The small floor shop at that time had already become its own direct-operated store. Always feel that the operation of other people's clothing is "doing a wedding dress for her people", just my wife is also very like to match the design of clothing, so it is logical to want to be your own brand.

Reporter: Is it a smooth process for starting a brand?

Liu Jingfeng: You can. Sometimes it takes "eyes are low" to make clothes. You don't always have concerns and look far away, but the road under your feet has to be a step-by-step approach. The initial clothing management process gave me a lot of psychological comfort, and the understanding and accumulation of the market had been fully prepared since then, so it was not very difficult. To look for things, only the goal is the key. Other difficulties can be solved.

Reporter: What is Senba Ziqi's market positioning?

Liu Jingfeng: Senba Ziqi is an urban woman who is 28 to 35 years old. She should be a small crowd.

Reporter: What are the characteristics of these target consumer groups that can be perfectly matched with the brand?

Liu Jingfeng: The women of this consumer group basically have a commonality, that is, they have a solid economic foundation, but they are intellectual, introverted, and unassuming, and they can show their individuality in a low-key manner. The starting point of Semba Ziqi's clothing is to pay attention to the rationality of clothing, but the characteristics of single clothing are not clear. This caters to the ever-changing consumption mentality of women. The variability of the product itself allows women in the new era to design themselves independently, combining their own unique appreciation of beauty.