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Interview of Yang Zhaoqun

Published: 04 Nov 2009 00:42:11 PST

By DENG Qiwei

On August 26, 2009, I had the opportunity to visit Jiangsu Flying Ocean Fish Co., Ltd. Flying Ocean Fish is a garment factory with its own brand called “Capricaries.” People are confused about this because “capricaries” is not an English word. In an attempt to discover the meaning behind the brand name, I interviewed CEO Yang Zhaoqun. A pioneer in the creation of independent brands, Yang had the foresight to realize the importance of stimulating domestic demand in the face of the international economic crisis.

Q: Why did you choose “Capricaries” as your brand name?

A: “Capricaries” combines the words “Capricorn” and “Aries.” These are constellations; the former represents simplicity and perseverance while the latter means energy and creativity. Because I wanted my products to be different from the rest, I chose an unusual name. A creative brand name can boost performance.

Q: What is your concept of a “strong” brand?

A: A brand is “a collection of perceptions in the mind of your consumers and other stakeholders.” It is these perceptions that are the source of brand value; they can change consumer behavior in your favor if you can build a strong brand. For your brand to have high value, you need to be distinctive, motivating, credible, enduring, and strategic.

Q: Your brand strategy has resulted in loyal customers. How does your brand connect with them?

A: To achieve customer loyalty, you need to consider every aspect of the relationship that you want to build with them. This includes the character and quality of service you provide as well as the heritage, values, and beliefs of your brand and how they appeal to customers. By defining the relationship with the customer in this way, you work towards a stronger brand.

Q: What do you think about brand imitation?

A: Fakes appear frequently in the market, but they are not too big of a problem for my company. However, they are still a threat and I have proposed that the government draft some policies to protect independent brands.

Q: What is your image of an ideal brand?

A: Brands act as guiding points in the marketplace, saving us the time and trouble of doing a detailed comparison every time we make a purchase. Brands also help us express ourselves: our attitudes, our values, and our place in society. Defining your desired brand is a process of inspiration, research, and refinement. You need to define how you are distinctive from your competitors and motivating to your stakeholders in a way that will endure and meet your business objectives.

Q: Do you want to break into the international market in the future?

A: Yes. But China is a large market in itself. In order to get Chinese market share, I need to focus on the Chinese market. A successful brand is not just about advertising and communications—it is about every aspect of the experience to create brand value. This includes the product experience, communications, and contacts between employees and customers. I think there is still a long way to go to achieve this aim, but I will try my best to enhance my brand strategy in order to enter the international market.

Q: For the further development, do you have any idea to cooperate with some foreign companies in order to break into international market?

A: Yes. I plan to introduce some new idea into my design. You know, the traditional style can not satisfy the generation of 1990’s, they pursue independent individuality, and they are the major customers of next five years. I hope to renew my products and design in order to seize their loyalty. I welcome some foreign designers to join my business. And we also welcome the foreign enterprises to cooperate with us.

Company profile:

Jiangsu Flying Ocean Fish Co., Ltd. established in 1985, and employs over 400 employees. It produces different styles of causal clothes, wind coats, down jackets and children's wear. Its products were sold over 10 countries, like Europe, Japan, and USA. Besides, it established several franchised stores in Beijing, Shanghai, Zhejiang, Guangdong and Anhui. “Capricaries” was renowned by customers, because its quality and service can achieve customers’ needs.