From the Beijing storm electric syllable, the 2016 autumn and winter new product conference was held. By 2017, it was officially signed Jiji Juyi as the brand micro endorsement, and then to LINC Jin Yujie won the China International Fashion Week fashion brand award. LINC Jin Yujie, who has always heard from his heart, can always bring "tide, cool, handsome" down products for the fashion "after 80", "after 90" and "after 00".


However, it is not easy to lead the urban fashion trend. A few days ago, Lin Na, founder of LINC Jin Yujie, said in an interview with reporters that these efforts are the process of running in with the market.


Establish brand spirit


Courageous expression of urban fashion attitude


The development of the domestic down garment market is only a few decades ago, but the market is developing very fast. The famous brands in China are beginning to take shape, and the competition among brands is becoming more and more intense. Therefore, the major brands have adjusted their product structure to create a pioneer brand.


In Lin Na's view, China's down jacket will develop towards high-end, constantly changing to fashion and personalization, and will also promote the updating and upgrading of related accessories. "LINC Jin Yujie has been positioning the urban fashion sense from the beginning. We started the differentiated marketing very early. Compared to the simple warmth retention, we emphasize the deep fashion of fashion on the basis of functionality. In fashion and personalization, LINC Jin Yujie is already very mature." Lin Na said.


In 2004, the LINC Jin Yu Jie brand was established, and it has been tirelessly expressing the fashion attitude of "being yourself". In 2015, the brand began to transform to spread its idea of "bringing better art life to consumers" to the public. Lin Na, who has been in the garment industry for more than 20 years, said frankly, "just like music and dance, clothing is also a part of life and a carrier of a better life." I hope that LINC Jin Yujie can not only bring material enjoyment to consumers, but also enhance spiritual pursuit. It is also a reflection of Lin Na's "poetry and distance" with a positive and youthful attitude for cultural guidance.


Brand insists on individuality, but it also needs to adapt to the market. In Lin Na's view, if the brand is to keep pace with the times and keep pace with the times, it is necessary to communicate with consumers in different ways at different times. Over the years, LINC Jin Yu Jie's avant-garde design concept, bright fashion attitude, and the ultimate production process have enabled it to redefine the down jacket image while conveying the design concept of the down and down garments with elegant fashion and fine functionality to the consumers.


A better understanding of young audiences


Deep tillage brand emotional value


To a certain extent, everyone has their own character and style. Recognition of a brand is also a recognition of its high affinity with its own heart. Under the leadership of Lin Na, LINC Jin Yujie has adhered to the quality in the process of development and perfection, and more adhered to the brand spirit. Lin Na said: "from the product design, we will incorporate the latest design elements into the costume. We can extract the classic fashion profile through a lot of field research, and then ensure the fashion of our clothes through our personalized tailoring. At the same time, we will also carry out R & D activities of some innovative fabrics and upgrading accessories to display the high-end quality of LINC Jin Yujie from all aspects.


Secondly, in the brand marketing, LINC Jin Jie will continue to develop new communication channels. In 2010, LINC Jin Yujie launched a series of activities in collaboration with the famous luxury design institutions in France, and invited Hsu Chi to become a series of activities such as LINC Jin Yujie's brand endorsement in China. LINC Jin Yujie constantly walked into the young consumer culture circle to echo their values and maintain close ties with young people, so that young people constantly brush up their sense of "brand new" and continue to attract young consumers' attention to LINC Jin Yujie.


Today, LINC Jin Yu Jie has successfully covered more than 20 provinces and cities nationwide, has more than 1000 terminal stores, and is widely sought after by fashion leaders in all walks of life. It has become a leading brand in the field of fashion down garments and has become a label of urban women's temperament, self, personality and fashion.


Lin said, these are just the beginning, LINC Kim Yu Jie also need to take the momentum and continue to layout. Speaking of long-term thinking, Lin Na said that LINC Jin Yujie will start from three aspects. First, we will pay more attention to the emotional value of deep tillage brand and meet the emotional needs of consumers to the maximum. Secondly, we will diversify the commodities, develop new commodity categories, and provide better products for consumers. Finally, in the aspect of sales channels, we will integrate retail and e-commerce, optimize the operation and management of channels, and provide more convenience for consumers.