Unprecedented: Huiyi builds the flagship store of the largest shopping mall in the maternity wear industry - Interview with Lin Jing, manager of Huiye Dongmen Maoye Store

Huiyi maternity dress Shenzhen East Gate Maoye shop

Huijing Dongmen Maoye Store Manager Lin Jing

Huijing Dongmen Maoye Store Manager Lin Jing

On June 23, 2010, Huiyi maternity wear Shenzhen East Gate Maoye shop was grandly opened after adjustment. It was intended to create a brand new flagship store in the bustling commercial circle of Dongmen. The new store has an area of ​​140 square meters, which is unprecedented for the maternity wear industry. This cooperation between Huiyi and Maoye Department Store can be described as a powerful combination that has caused a stir in the industry. From the perspective of maternity wear industry development, the opening of the Huiyi Dongmen Maoye flagship store is a milestone in the development process of maternity wear.
It is understood that in the maternity dress industry, the brands entering the department stores are mainly small and medium-sized counters, because their location is generally in or near the underwear area, and there is little opportunity to get department stores to give a large area of ​​the store. However, with the flourishing development of the maternity wear industry, its sales performance is getting better and better, and it is also getting more and more attention from department stores. As the first maternity wear brand to enter Maoye Department Store, Huiyi has been trusted and favored as a long-term partnership and sales performance far higher than its competitors. In this time of adjustment in the store, Huiyi, as the key supporter of Dongmeng Maoye, was assigned to the largest store in the maternity apparel industry that has cooperated with department stores in the past. With the esteem of the Huiyi brand, the author entered the East Gate Maoye Huiyi shop with an urgent expectation and interviewed Ms. Lin Jing, the owner of Huiyi.
The newly-renovated Huiyi store is very spacious. The newly upgraded flat and space new image gives people a new visual sense, highlights the noble, gorgeous, and stylish Huihui brand, and displays the store’s knowledge, independence, elegance and taste. The layout of the self-confident features is very reasonable and comfortable.
At the time of entering the store, Lin Jing is introducing Huitong radiation protection maternity clothes to her customers and explaining her knowledge about radiation protection. After she was busy, the author explained what she meant and she was happy to accept the interview:
The author: First of all, congratulations to you as the manager of the largest storefront of Huishun Maternity brand. In this storefront adjustment, Dongmen Maoye Department Store gave Huiye a store of such a large scale, and it can be said that both Hui Hui and the entire maternity dress industry are unprecedented. In what areas did you think Hui Hui impressed its partners (Maoye Department Store) and gave them so much confidence?
Lin Jing: Thank you! I am also very honored that Huiyi can give me such an opportunity. Maoye can give us such a big store, of course, the primary factor is our good performance - good performance, is the last word, the biggest premise of cooperation is "win-win." Huiyi is a native brand in Shenzhen. As the first maternity dress company in China, our brand image has been deeply rooted in people's minds and has cultivated a large number of loyal customers. Throughout the store, our products are the most popular. According to some of our after-sales surveys with customers, our customer's evaluation of our products can be summed up in three points: good quality, healthy and comfortable, and stylish. We have a lot of repeat customers, and a good reputation has also brought us many new customers. Especially in the last two years, our sales performance has far away from competitors. Of course, our service is also the best. I often remind our employees that we sell not only one product but also extra things beyond the real thing—that is, quality service. In general, there are three reasons why malls choose us: far more than the sales performance of competitive brands, strong brand strength, and high trust of both parties' long-term cooperation.
I: Why did you choose to be a maternity dress industry? Why choose Huiyi instead of other brands?
Lin Jing: I have always been engaged in the service industry. Choosing this industry and choosing Huiyi brand, I think it is a kind of fate. When I was pregnant, I was wearing Huiyi's clothes. For the first time, I thought that a pregnant woman could dress up so beautifully, and then she became a loyal customer of Huiyi. Due to his special attention to Huiyi, he once saw the recruitment information of Huiyi, and I applied for it. It really is a kind of fate. Doing this industry has really brought me a lot of happiness and sentiment. I feel very fulfilled. Borrow a sentence from the corporate culture: We are fighting for the greatest cause of mankind. Haha....
I: When you become a mother, do you feel that treating your industry with a mother's attitude will help sales and customer service? Both belong to the service industry. What do you think are the major differences between maternity dress industry and other service industries?
Lin Jing: This is a certainty. When my mother's will be more easily communicated and communicated with customers. Because it is people, customers will trust you because of your rich experience. When she became a mother, she also knew more about the needs and expectations of prospective mothers and mothers. She was also more willing to think and deal with problems from the perspective of her. Sales and services were also in place. Of course, although you are not a mother, as long as you are willing to learn professional knowledge, more to understand the temperament of pregnant Mommy, to serve them with a helpful attitude, it will do very well. Service is a state of mind. As long as you are doing things with the help of people, you will be happy while you are doing your job. The biggest difference between our industry and other service industries is the special nature of service groups. Pregnant women have more ups and downs and have more delicate demands on our services.

Huijing Dongmen Maoye Store Manager Lin Jing

I: How long have you worked at Huitong? After working in Huitong for so many years, you can say that you have witnessed the development of Huiyi and talked about your views on the brand.
Lin Jing: I worked for Huiyuan for 7 years. Yeah, I just looked at Huiyi growing up from a little girl and now she became a beautiful, elegant, stylish big girl. The greatest feeling that Huiyi brand gives me is that she is not only doing clothing, but also runs a very noble idea: to provide the most professional care for pregnant women. From product step by step to international fashion, Huiyi's products are increasingly focused on the quality of fabrics, and more considerations are given to the sensitive skin of pregnant women during pregnancy and green (such as bamboo charcoal fabrics used now). In addition to being ahead of fashion, health is the most important element of Huiyi products. I can understand that Huiyi is really serving customers, such as pre-pregnancy knowledge seminars that are held from time to time for customers, and the nationwide public welfare activities such as “Finding the Most Beautiful Expectant Mommy”. These are actually very good for pregnant Mommy. Big help. I wish Huiye better and better, as soon as possible to realize the desire of a world-class classic maternity dress brand.
The author: Dongmen Maoye Store is the most outstanding store in Huili's self-operated store performance and service. As a manager, how do you manage and manage the store effectively? In the next job, do you have any specific plans for the operation and management of Huihyun's largest stores?
Lin Jing: As the manager, I think the overall control of the store is the most important. Including variety of goods, details of goods, store display, inventory (invoicing), etc., must be well aware of. For example, if you don’t know inventory, introduce a product that is not in stock to your customers, and you will easily lose customers. So I want 100% to get this information. The second is to promote the enthusiasm of employees (including sales and services), and the enthusiastic and lively atmosphere of the store will bring good sales performance.
Of course, I want to improve my own management and operational capabilities while allowing our employees to adapt to the hypermarket as quickly as possible. We also have to do a series of training, including product display, sales techniques, service etiquette, and so on. Because in the hypermarkets, these requirements will be higher. Our hardware such as stores and products have been upgraded, and software such as service quality has to keep pace. Let customers feel at the flagship store full of humanistic shopping environment, but also customers in the purchase process to fully appreciate our excellent brand culture.
The author: Hui Hao's sales performance far exceeds the competitive brand. How did you do it? What are the advantages of Huiyi brand? Can objectively evaluate Huiyi and competitive brands?
Lin Jing: Hui Hao’s performance far exceeds that of other competitive brands. The primary reason is that Hui’s products are recognized by customers. The brand image has been deeply rooted in people’s minds and has a very good reputation and credibility. Of course, the improvement of performance requires excellent sales skills. Today's sales are not just product promotion, but more require that you use your mouth and body language to convey the true value of the product and beyond the value. To make customers feel "value for money", they also get "additional value" outside of the product. This is the best quality service. They must be reassured and happy. For the sake of customers, it should be our starting point for sales.
One is the quality of the brand. Huiyi's products have been highly evaluated by customers, from the strict selection of materials to the exquisite design and exquisite workmanship.
Another is the degree of product fashion. Huiyi's garments keep up with international fashion trends, and are at the forefront of all brands, with more colors and more space for the prospective mommy outfit.
Of course, sales and service are very important. When customers come to our store, we will definitely make them satisfied. Even if she does not come to buy things, we must let her leave happily. Including a very meticulous after-sales service, even if the customer’s clothes just lost a button, as long as she returned to the store, we also seriously help her nailed. We must ensure that our services are of the highest quality.
The author: According to your experience in the maternity wear industry, talk about your views on the development prospects of Huiyi brand and the development prospect of this industry?
Lin Jing: The maternity products industry is a sunrise industry in the 21st century. Coupled with China's huge market environment for infants and pregnant babies, its development prospects are indispensable. As the first maternity wear enterprise in China, Huiyi has developed its high-end and excellent brand quality through its 14 years of development experience, and has achieved its status as an industry brand model. Huiyi will certainly continue to lead the pregnancy industry and set off a new wave of fashion for pregnant women.