ILOVECHOC I love chocolate: promote a complex and diverse lifestyle lifestyle brand

Interview

Q: Can you briefly introduce the ILOVECHOC brand to us?

A: ILOVECHOC I love chocolate is China's unique designer tide brand. In terms of design, trends, mix and match, sports, and street are the main styles, and designs based on love, youth, joy, and independence are designed to bring fashionable and youthful consumer experiences to customers. The unique aesthetic design and attitude of the brand has won the favor of stars and fashionistas. In addition to its own series, ILOVECHOC also cooperates with more famous fashion brands to achieve cross-border cooperation and achieve diversified brand values. In addition, ILOVECHOC's biggest feature in terms of management style is that it integrates different formats and strives to create a composite lifestyle brand.

ILOVECHOC also has a children's wear brand minichoc. Minichoc is focused on creating a trendy boy and trendy family life, Fun Family Life. The design style continues ILOVECHOC's design ideas and aims, and is committed to integrating love and joy into the trend of family life, changing the tradition with the trend, and giving new meaning to children's clothing. In addition, minichoc also launched a series of trend parent-child series, so that the trend of love and joy to penetrate into every family.

Q: What is the positioning of ILOVECHOC? What are the product lines?

A: ILOVECHOC's consumer group is positioned in the current generation of young and free people, aiming to lead the trend and change the young life. The brand is mainly divided into three branches: SWEET CHOC, BLACK CHOC and WHITE CHOC. The products are highly diversified and include fashion, catering, home, art and other fields.

The three branch lines specifically show that: SWEETCHOC advocates sweet streets and trendy cultures, and its distinctive features are the selection of vivid colors and jump colors, creating a healthy, happy and positive fashion attitude. BLACKCHOC advocates “cool” street and trendy design culture with black , White is the main color, creating a concise, individual, self-fashion attitude; WHITOCOC advocating light luxury fashion, artistic sense, using simple graphics, with a sense of design to highlight expressive, to create a simple, stylish fashion attitude.

When consumers mention ILOVECHOC, it should be such an image: healthy, happy, creative.

Q: Compared with other brands of the same type, where is the biggest advantage of ILOVECHOC?

A: ILOVECHOC's diversified product line is an important feature of the brand. It brings consumers a very unique consumer experience. This is not common in the street fashion field. We have been constantly expanding our lifestyle map and constantly challenging it. New retail concept. In terms of products, knitted products are our key products, and the concept of the whole series is conveyed, especially the creative research and development of graphics is our core strength. In addition, brand design does not stop at the ideology. Through constantly digging and passing on different materials, each product interprets different attitudes towards life.

Q: What are the characteristics of the target consumer groups of ILOVECHOC? What is the current consumer acceptance and reflection of the ILOVECHOC brand? What do you think is the biggest secret weapon to grab consumers?

A: The biggest feature of ILOVECHOC's target consumer groups is youthfulness and liberalization. They have a young positive attitude and lively and free yearning. ILOVECHOC is a tidal brand that conveys love and joy. We hope that this spirit will lead the trend of these young people: we must be free, personality, cool, and positive.

Q: How many stores are currently in the country and which areas are to be laid out? In terms of channel construction, how does ILOVECHOC plan?

A: ILOVECHOC currently has 260 stores across the country and markets are located in Beijing, Shanghai, Hangzhou, Shenzhen, Chengdu, Nanjing, Shenyang and other provincial capitals. In terms of channel planning, we will have very strict screening of cities and geographical locations, and will only make arrangements in the core business districts above prefecture-level cities.

Q: In 2016, what is ILOVECHOC's brand development plan?

A: In 2016, ILOVECHOC plans to open 150 stores in the national market and will jointly co-publish joint series with international designers.

Q: At present, the entire apparel market is in a new period of reshuffle. Weak profits are also a common phenomenon. What kind of impact will the new market conditions have on ILOVECHOC? How will ILOVECHOC survive and thrive in a fierce market environment?

A: First of all, products are the core weapon for winning consumers. We will pay more attention to the promotion of our products, increase investment in product research and development, and conduct cross-border cooperation with international famous brands to further enhance brand influence.