General Manager Shi: Haosha was founded in 1977. At that time, Hong Kong's economy had just taken off, and it was not very acceptable to western things. Like China more than ten years ago, swimsuits and water sports are very conservative. A warm-blooded young man who came back from Paris was full of longing for the future, so he organized several young people to organize a workshop on the design of Haosha swimsuit. One is to conceive one's own ideas and creativity into works, on the one hand, to help design some orders from Europe, America and abroad, and to sell them in small counters. How did this start? The workshop we are talking about is the form of family studio.
Moderator: How did you come up with the name Haosha at that time? The name Haosha is particularly easy to be associated with the sea, hiding some coconut trees. Why did you choose this name?
Peng: As soon as we hear the vast sand sea, everyone thinks of sunshine and coconut trees. It is a vast and choppy feeling, very sunny and self-motivated. As a product of water sports, sand is taken from the vast sand, and it is definitely inseparable from the sun and the beach. At that time, the chairman and several other people had water in their names. Whether it is Mr. Shi or the name, it is doomed that Haosha will give people a strong shock like stormy waves.
Compere: In our domestic clothing industry and fashion industry, the competition is more and more fierce. How can Haosha position itself to maintain its advantage in the increasingly competitive market?
Shi: One of the slogans pursued by Haosha is "Let athletes enjoy fashion and technology, and let trendsetters feel dynamic and comfortable", which is our mainstream slogan. In other words, we are doing every link of the product, including marketing and store display, including expansion and the whole business scope, which is the goal to be pursued at this stage. It is also the foundation of Haosha's foothold in the fierce market competition. People who exercise keep fit and enjoy fashion and technology. How can we make them enjoy fashion and technology? It is to constantly introduce international trends and some European and American fashions into swimwear and fitness, so that fitness and swimwear always stand at the forefront of European and American trends.
At the same time, we also apply the high-tech fabrics made by the latest big-name textile fabrics companies in Europe and America, even the high-tech and functional fabrics that professional athletes want to adopt, to our own products, so we are also at the forefront of domestic swimwear and fitness in terms of materials. Trendy people feel dynamic and comfortable. This sentence should be understood like this. Sports people are what we want to serve and meet their requirements.
Another underwear we made will be bought by people with a sense of fashion in the city. They must be very fashionable. What we do is mainly fashion underwear. With our strength, we are from sportswear products, and we will better apply comfortable clothes that are more suitable for human body to underwear products. In the city, it is not only fashionable, but also dynamic, and it is convenient to exercise and walk.
Moderator: Can it be understood that the target group and consumer group of each series of products are young people or white-collar workers?
Mr. Peng: I can't understand it that way. Our target group should span a large span, and the designer group presents a vague aesthetic feeling when positioning the age group. For example, our underwear, from children's underwear to retired workers aged 60. Because of comfort, the age span is very large. We also produce children's swimsuits and children's swimming trunks. We will also consider some elderly people, who also like swimming and sports and will meet their needs.
Moderator: Designers make different designs for different body types and different age groups. Can you introduce these three series of Haosha? What are the characteristics of the new swimsuit, fitness suit and underwear? In fact, these three blocks of Haosha are already in a leading position in China. How do you promote this trend?
S: This product is divided into three parts. From the perspective of swimwear, this year's main use is craft jacquard fabrics, including gold thread fabrics and some functional microfibers. Of course, some traditional fabrics are still preserved. Fabric mainly comes from Italy. In terms of color and swimsuit design, pink, blue and orange are the main colors this year, as well as sports swimsuits.
Sports swimwear is mainly based on the aesthetic design style of lines. Of course, the main superfine fiber is breathable, sweat-wicking and water-absorbing, which is mainly this function. There are several main colors in swimwear this year, one of which is black. The four themes of swimsuit fashion trends this year are changes in the digital age. The first theme is beach feast, the second theme is dynamic fashion, the third theme is spinning dance, and the fourth theme is variation in the digital age.
In terms of fitness clothes this year, it used to be cotton and lycra. There will be some changes this year, emphasizing functionality and comfort, and new fitness clothes will be adopted. Part of it is SUPPLEX and part of it is COOLMAX. These products mainly emphasize perspiration and breathability, including the comfort of exercise. There will also be some styles that are more athletic and have a good effect on shaping the body. This is still relatively rare in the market.
There will be several kinds of underwear this spring and summer, mainly emphasizing underwear, including COOLMAX, TACTEL and modal, including jacquard and printing of this component. Coats will pay more attention to functionality and comfort than in previous years. Of course, there are fashionable homes and sports bra that are different from previous years. Sports bras that are different from other traditional lace are also a big selling point this year.
Moderator: I know that Haosha's business philosophy is the integration of tradition and modernity, with quality and brand first. I'd like to ask Mr. Shi to explain this business philosophy.
History: Tradition and modernity are combined. We regard tradition as a market. The so-called design tradition is conservative. I personally understand it this way. Especially as a fashion brand, if people always care about tradition, they may sell well, but they are not fashionable and have no taste. As a fashion brand, Haosha may become an unpopular brand before long if it only pays attention to tradition and sales volume. When we say modern, we mean more modern. Designers will consider the proportion of tradition and modernity when planning our product structure.
There are also young white-collar consumers who must meet the growing openness. They spend at all costs and must cultivate future consumer groups, and this consumption trend has become more and more modern. In the future, this ratio will be based on the market, as a measure, that is, a balance problem. The second sentence, quality and brand priority, is our planning and design, including excellent workmanship, which is the foundation of our foothold.
We have been keeping a low profile when we enter the China market, and we don't want to find a spokesperson to pack it. We should first do a good job in products, quality, brand and establish our own brand image, instead of promoting the general manager, including everyone keeping a low profile, quality and products. In team management, we downplay ourselves and highlight the brand itself. Before that, we seldom talked about hype and looked for a spokesperson to package it. We keep a low profile. Mainly emphasize the credibility of the brand. Good quality and good brand are the foundation of our Haosha company.
Moderator: Speaking of this, it involves an image problem. In fact, every brand wants to impress consumers and convey a message and their own understanding of fashion. Want to know what kind of image Haosha wants to give to the consumer group?
Peng: High quality, fashionable, dynamic and comfortable. High quality, we can achieve today, can be called Asia, including the mainland of Hong Kong, can be called the most trusted brand of consumers, which is the foundation of our foothold. Judging from the reflection of customer groups, there are many repeat customers. Our consumers are increasing every year. The reputation of customers is very important.
Fashion, including swimwear and underwear, is always at the forefront of fashion. Our swimsuit is definitely different from sports, and it focuses on sports. Fashion accounts for a large proportion in the whole swimsuit, and what customers pursue is actually our fashion style. Including Haosha's swimsuits, have been cloned by many small and medium-sized brands. A considerable part of swimwear is sports, and the proportion of competitive swimwear in actual sales is also quite large. Swimming in winter is mainly fitness.
Our underwear can stand on the market, and it is also different from traditional thermal underwear and pure cotton underwear. Suitable for office white-collar workers. Including jacquard, we all pursue underwear. Pay more attention to functionality, underwear 100% contains lycra. We pay more attention to the choice of elastic fashion fabrics. Dynamic, any swimsuit should be dynamic. The sense of movement of underwear is different from traditional underwear, and it is suitable for the fast-paced life in the city. It has a good fit, mainly containing lycra, and its elasticity is particularly good. It will not feel very situational when exercising, walking or participating in activities. Very good fitness.
Our designers are designed for sports, so in the process of matching underwear, we pay great attention to the stretching of human body, and there are some changes, which make people feel that wearing underwear is not clumsy and very comfortable. There is also a sports bra that is worn for sports, leisure and travel, so it has a strong sense of sports, including sports bra, which is also a unique series of products and a manifestation of sports. White-collar workers in the city, including the younger generation of Japanese and Korean, have not yet accepted the traditional bra.
Nowadays, young people spend a lot of time on vacation and don't like to wear traditional bras, so they are very introverted. If I wear it to work, travel after work and go on holiday, I will still feel depressed. I hope I can wear Haosha's underwear when I travel and relax. I feel very free and energetic, and it will be very comfortable to go climbing. Is to make it a personal companion for everyone after work.
Manager Shi: It's like the second skin of the human body.
Moderator: I have interviewed some enterprises before, which means that if they import brands or cooperate with foreign brands, they will face the fact that the consumer market is Asia and China. How can we make it suitable for China people? I think your designer is a Japanese designer How to make your brand more suitable for consumers in China?
Shi: Our designer founded the brand Haosha, which has something to do with the development of Haosha, because he came back from Paris, the capital of fashion, and everything was classic and aesthetic in Europe, including the swimsuit we started making. Swimsuit is a more suitable element for Brazil and South America. If you copy Europe or South America and keep this piece, it will be difficult to take care of the Asian figure or aesthetic habits in China, especially in Chinese mainland.
At that time, when designing this brand, the design team, including the designers invited now, were all designed for the market, so their products were modified in many aspects with strong Asian feelings. What I have been thinking about is how to cater to Asians. For example, bikinis worn by Europeans are very different from bikinis worn by Asians. They are mainly made of small pieces of cloth. Our swimsuits all have detachable cups, so you can choose and take them off. This is considered from the perspective of Asia.
Moderator: I know that Haosha has held many beauty contests and fitness competitions. Will there be a big event this year?
General Manager Peng: There were a series of promotions in 2004, and the theme was still around the combination of sports and fitness and fashion. In March of the beginning of the year, we sponsored the 4th Professional Model Contest in China, as well as the Miss International Tourism sponsored all the time, including the sub-division, the general division and the domestic finals. The final was held in Hangzhou on April 18. There is also the swimsuit design competition in Fashion Week on April 2nd this year.
Moderator: I know that Haosha has opened ten membership health clubs in the sports areas of central cities all over the country. How did you think about building such a fitness club? As far as I know, Haosha is the first enterprise to do so.
S: From the point of view of fitness clothes, we first entered Chinese mainland and started to make fitness clothes. We are also the first company specializing in making fitness clothes. Through cooperation with fitness magazines, including CCTV channel, including contact with some coaches, I feel that our fitness club is the first store in Beijing. Compared with foreign countries and domestic countries, fitness clubs in China are relatively rare, not as popular as those in foreign countries, but only linked with our clothes. We feel that
The first product can be sold, because with clubs and fitness, more people will participate in fitness, and the sales of fitness clothes will be good, which will gradually affect the consumption of the product chain. Including novels in which club members have fitness clothes, have become the value of the whole industrial chain. It's basically like this.
Moderator: Mr. Shi is a successful entrepreneur. What do you think is the biggest challenge in the process of enterprise development?
S: In fact, we are facing the same situation as all enterprises. Up to now, I think the biggest challenge is the challenge of talents. We are all very optimistic about the consumption power of China market, and what has been bothering us is how to improve the creativity of the team.
Moderator: The next question is about your short-term or long-term goals for the brand Haosha. What do you want to achieve most?
Mr. Shi said: What is more important now is how to make it more international, because the swimsuit brand has already had a certain influence in Southeast Asia, including its sales in Hong Kong, and how to promote it internationally in the future.
Europe and the United States have also done a lot, and none of them have appeared under the brand of Haosha. We hope to appear in Europe and the United States under our own independent brand. I hope to rush out of Asia and let people all over the world accept Haosha.
Netizen: What is the spirit of Haosha?
Shi Zong: Pragmatic, diligent, fashionable and enterprising.
Netizen: I like Haosha's swimsuit best, and the price is OK. Is it expensive for the boss to make swimsuits?
Mr. Shi said: It is difficult to measure whether the cost is high or not because there are different styles, including different materials. Relatively speaking, the cost of Haosha swimsuit is still relatively high, because we use the best fabrics in Italy, and of course, the control of the process is also strict, and the production cost will be relatively high.
Netizen colorful fish: Do you consider fat, thin, tall and short legs when designing swimwear?
General manager Shi said: I'll think about it. Fat people will do some details, mainly from the waist line, to make her look thinner. Thin people will be treated from the perspective of the chest, which will look fuller. Like a shorter person, it will be treated with line segments, which will make her look longer, mainly with high waist and high hips. To give a few examples, fatter people will wear straight corners with skirts, and fuller people will have some big skirts to cover their hips.
Compere: Can you briefly introduce the upcoming competition?
General Manager Peng: Today, 30 design elites reported to the conference group with their exquisite works. Next, on the afternoon of April 2, they will show their works on the runway. This is the first time that China has held a design competition for single items, especially swimwear, which will be called a highlight of International Fashion Week. I think the development of swimwear in China may be a turning point in the history of swimwear. The judges are also nervously evaluating the delivered works.
The host said: Can you introduce the judges?
Peng Zong: Mr. Liu Yuanfeng, Chairman of Shu Mei Committee of China Fashion Designers Association, and Cheng Dantong, a famous coach of Haosha Fitness Club. At the same time, before the press conference, there was a press conference on the fashion trend of Haosha swimsuit in 2005.
Netizen: I often go to Hong Kong. Can I buy Haosha there? Can you recommend some specialty stores in Hongkong and Chinese mainland?
History: Mitsukoshi Department Store in Causeway Bay, Hong Kong, Yong 'an Department Store, Xitian Department Store, branch stores and chain stores of department stores. In all provinces and cities in China, we have more than 300 direct stores.
Netizen: I'm watching "Lotus Out of the Water" broadcast by CCTV Golden Theater these days. Is it sponsored by your company?
S: Yes. At the same time, we also participated in seven or eight events and CCTV model contest last year, and we sponsored the finals. I also often participate in some popular entertainment programs.
The host said: Sohu Women's Channel also wishes the conference and contest a complete success. I am very glad to invite Mr. Shi and Mr. Peng, the chairman of Haosha, to accept our interview in spite of their busy schedules, and I very much hope to have the opportunity to invite them to our live broadcast room again to talk about the wonderful world of Haosha together. Sohu Women's Channel will continue to pay attention to and report on this contest. I hope netizens will pay more attention. Thank you very much. I hope the two bosses can say a few words to Sohu female netizens.
Shi: I hope all the women in Sohu Women's Channel are more fashionable, more beautiful and more energetic.
Moderator: Today's interview is over. Thank you for your participation.