Exclusive Interview With Scott Hawthorn, President Of Native, Canada, To Create Future Classic Shoes

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< p style= "text-align: center > > strong > Canada native 2014SS new product order will be displayed at < /strong > /p >

< p > 2009, founded in Vancouver, Canada, the "a href=" http://sjfzxm.com/news/index_c.asp "native brand" /a "is mainly designed and manufactured with lightweight EVA foam rubber shoes.

This unique material is antibacterial, dustproof, waterproof, and provides maximum comfort and lightness.

The purpose of the brand is to create a model shoe suitable for anyone whenever and wherever they can.

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This year, the Canadian native brand formally signed the exclusive China general agreement with Shanghai Yi Mei Trading Co., Ltd. (Hongkong Bao Tai Group), so as to distinguish the similar domestic brands appearing in the Chinese market and maintain the brand image of P.

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< p > June 26, 2014, Mr. Scott Hawthorn, President of native, visited Shanghai. She attended the press conference and new ordering meeting of Canadian native authorized Shanghai Yi Mei Trading Co., Ltd., and received an exclusive interview with Chinese media on native's brand story, Chinese market and future development, and also shared his personal experience and experience in the fashion industry.

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< p > strong > native is popular: partners are very important. < /strong > /p >

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"P style=" text-align: center "> strong > Canada native 2014SS new product order exhibition" /strong > < /p >

"P > native" in addition to practicality, the most interesting thing is that it is drawn from the different traditional design, with bold, rich color use, the right combination of both, create new and classic shoes.

After the launch of the brand, it swept across the streets of Europe, America and Japan, and was highly sought after by all walks of life.

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The products of P natvie Canada are all developed by the world's top designers, and the global integration product structure will be launched in the Chinese market.

Natvie has made remarkable achievements in the US market, the Taiwan market and the Japanese market. Among them, the sales growth of < a href= "http://sjfzxm.com/news/index_c.asp" > native children's shoes < /a "has been growing rapidly and has been loved by many stars.

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< p > Q:Scott, Hello, first of all, please tell us about the origin of native brand.

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< p > A: the company was founded in 2009. We wanted to develop some shoes made of EVA foam technology.

As we all know, Crocs has been a successful example, but many people feel that its shoes are not fashionable enough, so we want to use the same production process, that is, EVA foaming technology, to create more fashionable shoes.

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The shoes of < p > Q:native are made of unique materials, which are antibacterial, dustproof, waterproof, and very light and comfortable. You are very curious about this material. Can you introduce them? < /p >

< p > A: this unique material is EVA, which is used in the production of many shoes. We only use this material in the shoes of the whole shoe, which is light, comfortable and easy to clean.

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< p > Q: how many series have been launched since the brand development? What are the most popular series? Which series do you personally like best? < /p >

< p > A: so far, native has launched about 15 different styles of series.

Now the most popular is the Jefferson series, followed by the Miller series. We also have a boot product called Jimmy, which sells well.

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Less than P, personally, my preferences are always changing. When I first set up, I like Jefferson series very much, but lately I am more keen on the upgraded version of Verona series (the top 4-5 of native product sales), and the new Venice Series in 2015.

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< p > Q: it is said that native is very popular with European and American, Hong Kong and Taiwan stars and tide people. What do you think is the reason? < /p >

< p > A: I think it depends on excellent partners. They have a strong driving force to show native to people.

At the same time, because of celebrities and celebrities are closely related to the new trend of fashion trends, cross-border cooperation with some well-known designers also has a certain role in promoting.

In addition, native itself is a popular leisure route, and everyone can wear it. The purpose is to create more interesting and fashionable shoes, which is also popular.

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< p > Q: since 2009, has native carried out cross-border cooperation activities? Is there any plan to cooperate with Chinese designers in the future? < /p >

In P > A:2011, we cooperated with Marc Jacobs. They used our materials in the upper part of Jimmy boots, which was only sold in New York.

In 2013, we launched a joint venture sale with comme de Garcons only in Tokyo.

In 2014, we worked with Japanese brand Lssey Miyake, and shoes were also restricted to Tokyo.

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< p > in view of 2014, we have the new China partner of Shanghai Yi Mei Trade Co., Ltd., so we are also looking forward to the opportunity to cooperate with Chinese designers in the future.

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< p > < strong > native distinguish true from false: recognize sales point > /strong > /p >

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< p style= "text-align: center > > strong > Canada native brand CEO (right) officially authorizes Shanghai Yi Mei Trading Co., Ltd. (left) as the exclusive agent of China" /strong > /p ".

< p > 2014, the Canadian native brand officially signed the exclusive China general agreement with Shanghai Yi Mei Trading Co., Ltd. (Hongkong Bao Tai Group), to distinguish the similar domestic brands appearing in the Chinese market, and to maintain the brand image of the brand.

For some domestic brands posing as Canadian native, Canada will take relevant legal measures to solve the problem, hoping that domestic consumers and distributors will be vigilant and not be misled.

As the only general generation in China, Shanghai Yi Mei Trade Co., Ltd. welcomes sincere cooperation with dealers from all walks of life.

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< p > Q: this year, the native brand officially signed the exclusive China general agreement with the Shanghai Yi Mei Trading Co., Ltd. (Hongkong Bao Tai Group).

Please share with us the feelings of this cooperation.

Why did you choose to cooperate with this company? < /p >

< p > A: Shanghai Yi Mei Trading Co., Ltd. is a professional agency engaged in international brand. Now the agent's brand has Ipanema, Wolverine and native, and has a certain reputation in the world.

Shanghai Yi Mei Trading Co., Ltd. has cooperation with several domestic multi brand stores, such as BELLE, Bao Yuan, fu MA and Elle.

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< p > we feel very happy and excited about this cooperation.

When the company found us, they expressed their appreciation of our products, and I could feel that they could understand the meaning of native brand enough, so they hit it off.

Moreover, Shanghai one beauty Trading Co., Ltd. has its own chain stores, and has rich experience in brand promotion and sales of shoes. I am very confident that they will be the exclusive native generation in China.

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< p > Q: what measures will you take to counteract the domestic brand posing as Canadian native? < /p >

< p > A: now most of the native sold on the network platform is not the products of the Canadian native brand represented by Shanghai Yi Mei Trading Co., Ltd., but the domestic counterfeit products. In the near future, Shanghai one beauty Trading Co., Ltd. will set up Tmall shop, which will provide the real Canadian brand products for the customers who purchase the net, and will release a certain amount of gifts.

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< p > we are fighting back the counterfeit goods through legal channels.

In fact, I think we should first do a good job of our own brand so that consumers can get a clear understanding of the real native, and believe that they will make a wise choice. Through successful brand building, we can fundamentally defeat the false "native".

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< p > Q: how should Chinese consumers identify the authenticity of native brands? Where can we buy real Canadian native products? < /p >

< p > A: good question.

I think every brand developing in China is likely to face the challenge of fake and shoddy products. We will join hands with Chinese partners to help consumers distinguish between genuine and fake native.

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< p > because we only authorize Shanghai Yi Mei Trading Co., Ltd. (Hongkong Bao Tai Group) as the exclusive representative of native China, so the real Canadian native products will only be sold in the distribution channels authorized by the Chinese partners. The distribution outlets will display formal native authorization certificates or identities in the prominent positions. Please pay attention to the customers.

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< p > Q: what do you think is the difference between the Chinese market and the United States and Japan? What are your expectations for the future of the Chinese market? < /p >

< p > A: consumers in every country are somewhat different.

Consumers in the US market prefer black and brown shoes, while consumers in Japan and China have more choices for color matching.

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< p > I am very excited about the prospect of the Chinese market. I think China will develop a totally new look in 5-10 years.

I think it is very interesting now that China can see that it has been growing continuously, and the communication between Chinese and foreign countries is increasing. It can accept more new things. This is also an opportunity for our products to enter the Chinese market.

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< p > < strong > [native CEO share: create future style classics < /strong > /p >

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< p style= "text-align: center > > strong > Canada native brand CEO Scott Hawthorn" /strong "> /p >

< p > Q: as CEO of native, you are a very successful business leader.

Can I share with you your successful experience? < /p >

< p > A: for me, the past few years have been a very interesting experience, from the initiation of an idea to the gradual realization of it is a continuous learning process, and I have encountered many challenges.

But in any case, I think the most important point is that we have to learn to choose a good partner in different countries. They know more about the local market than we do and maintain good cooperative relations.

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< p > Q: you have such a wealth of life experience and career history. Which of these experiences is most memorable or most important to you? < /p >

< p > A: I feel that every experience has taught me something.

I have lived in Tokyo for 10 years and worked for a French brand. This experience has taught me how to think about global level and focus on the overall situation.

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< p > Q: as a leader of fashion shoe brand, how do you define fashion and fashion? < /p >

< p > A: the trend is relatively short. People will like something this season and it will not necessarily be the next season.

This is not the direction that native is going to pursue. What native wants to build is a future classic. It pays tribute to the past traditional design style and adopts advanced materials and technology of the future. This can make the brand popular for many years.

We do not want to rely on the trend of fashion trends, but we will continue to introduce new colors and styles to suit their development.

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< p > < strong > native unique material: let the shoes get better across the surface. < /strong > /p >

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< p style= "text-align: center > > strong > Canada native 2014SS new product order will be displayed at < /strong > /p >

< p > from the actual sales situation of the spring and summer market in 2014, the sales situation of native is gratifying. After 3 years of efforts in various channels, it has basically established its brand position.

The 2015 spring and summer new products conference, all kinds of new products debut, on the basis of the original 2014, this new product has a qualitative leap.

Several new models will be available in the hope of being loved by the Chinese market.

In addition, native will vigorously develop children's shoes market, so that the brand can play a role in the vast market of children's shoes.

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< p > Q: the 2015 spring and summer new products released this time are said to have a qualitative leap, and several new models will be available.

Are these new products specially designed for the Chinese market? Can you tell us something about the uniqueness of the new products? < /p >

< p > A: these two new products are released worldwide. When we design, we will take into account the needs of all markets, and of course the Chinese market.

One of the new Apollo series, in addition to EVA, also uses microfiber. This time we chose two different materials at the same time.

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< p > Q: as the leader of fashion shoe brand, I believe you have some opinions on the trend matching. Take this 2015 SS new product as an example, tell me your opinion.

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< p > A: good question.

There are many < a href= "http://sjfzxm.com/news/index_c.asp" > shoes < /a > after you buy them, as time goes on, you will find that shoes are gradually worn out and they are not as good as they were when they first bought them.

But the new superfine fiber used in our new product will make your native shoes look better and better.

The texture of this new product will be more and more fitting to your feet, just like the feeling of living in it, which can create a leisure style of free style.

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What new plans will native carry out in the second half of the year p? In the second half of Q:2014, what promotional activities will be launched for the first time to officially enter the Chinese market? < /p >

< p > A: in the spring of 2015, we will have 2 new series, and 2-3 new series will be landing in autumn.

We try our best to launch at least 2 new series each quarter, and the existing series will also introduce new color matching and design patterns.

Future plans will always focus on designing new series and maintaining partnerships.

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At present, we are still discussing China's promotional activities with Chinese partners, but the specific plans are yet to be announced. P

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< p > Q: finally, please tell us about the cooperation between native and Shanghai Yi Mei Trading Co., Ltd. (Hongkong Bao Tai Group) and the future development prospects in China.

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< p > A: we are very excited about this cooperation. We have talked with Shanghai Yi Mei Trading Company for nearly a year, and we can understand them better.

I think both of us will become very good partners, because each of us has strong points. They know the Chinese market very well. We can work hard in designing styles and manufacturing products, and believe that we will build a win-win relationship together.

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