Hakan Strom: The Chinese Market Is Still Full Of Opportunities.

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< p > < strong > brand: "like this brand are all potential consumers" < /strong > /p >

< p > < strong > reporter: what is the positioning of Cheap Monday and suitable for people to wear? < /strong > /p >

< p > strong > Hakan Strom: < /strong > Cheap Monday is a cowboy and fashion dress brand.

In Europe, we are famous for the reinterpretation of skinny jeans and the introduction of brand unique Tight tight leg style jeans.

This pair of jeans is still our sales champion today, and the reasonable price has remained unchanged for ten years since its release.

In China, it sells for 600 yuan.

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< p > we provide people with the idea of cowboys and other fashionable clothes, which means that we treat every person who is interested in this brand as a potential consumer.

To be more specific, I think our "a href=" //www.sjfzxm.com/pioneer/ "core consumer group < /a" is a young person aged 18-27 years old. TA may be a student, and may also work in creative design fields.

Their leisure time is occupied by art, music, or creative activities like this; they prefer to go to all kinds of Party gatherings and social occasions rather than simply stay at home.

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< p > < strong > reporter: Cheap Monday company's business philosophy is to give fashion clothes a good price.

How does this work? How can the design team ensure that the price is reasonable while keeping up with the fashion trend? < /strong > < /p >

< p > > strong > Hakan Strom: < /strong > this is actually one of the biggest challenges we face.

Cheap Monday is to provide quality jeans and fashion costumes at reasonable prices.

As brands, we are purely heterogeneous in such price points.

Several of our big shows have been well received and received the attention of the world's top fashion magazines.

Our products are listed in the world's top stores, adjacent to the first-class international brands, which are often sold at a much higher price than our prices.

We are very proud of this positioning, and become the brand of "a href=" //www.sjfzxm.com/pioneer/ "high-end design < /a".

The price of our basic jeans is consistent with the price they were introduced ten years ago.

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< p > < strong > marketing: "walking and H&M completely different business mode" < /strong > /p >

Reporter: in the past few years, Cheap Monday has entered China in a small scale. In the 2012 fashion week of Shanghai, it has also displayed its own brand fashion show. Now it's time to open the first self store in China. Based on which point of view, why is China's first store located in Beijing? < /strong > P > strong.

< p > > strong > Hakan Strom: /strong > Cheap Monday attracts more and more attention in the Chinese market. The good feedback we got after the appearance of Shanghai fashion week encouraged us to try to open up the map in China.

The Chinese market is huge and full of opportunities. The capital Beijing is the cultural center of China, which is very consistent with our brand concept.

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< p > < strong > reporter: Cheap Monday has four self operated stores in the world. What are the advantages of the marketing mode of "a href=" //www.sjfzxm.com/pioneer/ "self shop" /a "? What is the difference between Chinese shops and other countries?

< p > > strong > Hakan Strom: < /strong > Cheap Monday self operated store gives us the opportunity to present all our products in the brand own atmosphere, so that we can tell our consumers' ideas and stories.

On the other hand, you can say that this is a lively form of advertising that is beneficial to businesses and consumers.

Our customers get a Cheap Monday full range of experience, and we also have the opportunity to talk to consumers and learn from them.

This self run store in Xidan, Beijing, is slightly different from the last London store. Its style is more clean and bright. It will be great to add heavy metals.

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< p > as brand, we are still very young. The number of Cheap Monday stores in the world is very limited. At present, Beijing's Joy City store is the fourth largest in the world, and it is also the only Cheap Monday full store in Asia.

The unique feature of this store is that you can experience the complete product line here.

And many products launched in China's first Cheap Monday store will become more or less limited edition.

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< p > many fans know that Cheap Monday is tight skinny jeans. But now we have men's wear, women's wear, accessories, shoes, jewellery and underwear. Besides, in addition to the opening of this Cheap Monday China's first store, we have also carefully designed a limited edition T-shirt.

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Reporter: Cheap Monday and H&M belong to a company, so many people will care about whether Cheap Monday and H&M are taking similar marketing mode. The so-called fast fashion line? < /strong > /p > P strong.

< p > strong > Hakan Strom: < /strong > Cheap Monday is an independent brand.

We have our Cheap Monday < a href= "//www.sjfzxm.com/pioneer/" > self shop /a, but a large proportion of the business is still concentrated in wholesale, which enables us to see Cheap Monday in 2000 stores in more than 35 countries.

H&M is the world's leading retailer, but only sells in its own stores.

Our business models are very different, but H&M is an excellent group that enables our brands to continue their individual lines.

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P: < strong > reporter: now the quality problem of fast fashion brand is being questioned. How do you think about this problem? How do you think the balance between fashion and quality should be balanced? < /strong > /p >

< p > > strong > Hakan Strom: < /strong > product quality is a very important link.

The essence of Cheap Monday lies in the excellent design, excellent products and the price of the people.

Serving every customer is the tenet of all our actions. This is a prerequisite for qualifying for competition.

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< p > < strong > Market: "go all the way to China and not be haste" (< /strong > < /p >).

< p > < strong > reporter: how do you view the current clothing market in China? < /strong > < /p >

< p > < strong > Hakan Strom: < /strong > for us, a href= "//www.sjfzxm.com/pioneer/" > China market "/a" is extremely important. We also see potential huge business opportunities in it.

But at the same time, we are also in awe of the most competitive market in the world.

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< p > < strong > reporter: Cheap Monday will open shop in Shenyang early this year. Does it mean to enter the Chinese market in an all-round way? What plans will there be in the future? < /strong > /p >

< p > > strong > Hakan Strom: < /strong > these two self operated stores are in our current plan.

We are not very worried about entering the market, because China is a huge market. We hope to learn and absorb experience in the process of running these two self operated stores as far as possible, so that we can fully understand this market.

Of course, we dream of opening more stores, but it's too early to know what will happen in the future.

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