Split Silk: Designer Brand's Network Growth

In fact, the designer brand of online entrepreneurship attracts more young people, more of a self expression. Such an idea beyond the clothing commodity is also an important factor that sticks to a large number of fans.

However, as a designer brand, there are more or less the nature of designer's personal ticket. Design clothing, express their feelings and artistic ideas, and can be followed by many people. However, when a designer brand becomes a business and is not just a person or designer, it is not just a ticket to deal with.

When designer brand grows, the importance of path choice begins to highlight.

　　 Network growth of designer brand

In Europe, many of the most popular clothing brands have been developed by designer brands. Chanel is one of them. In France and Italy, designer brands represent the most advanced achievements of the apparel industry.

For a long time, manufacturing and OEM are the strengths of China's apparel industry. In recent years, some designer brands have come into being. There are also designers who can get the recognition from European counterparts, and the designer brand that she created "exceptions".

But in fact, domestic designer brands do not do well, and channels are the main obstacles. Because the original design of designer's brand often originates from artistic inspiration, the docking of such works with the market takes time and space to experiment and test, but it is difficult for domestic traditional clothing channels to realize this growth support. Channel expansion means investment support, but many original designers have no advantage in this regard. Even though a designer like Marco, the original creation was only sold in a friend's clothing store.

In addition to the short board of the channel, China's women's clothing consumption needs are diverse. Different regions have different acceptance speed and extent for fashion. The changing market and changing consumers have made many women's clothing brands not dare to expand. Specifically to designer brand, from a designer brand to a famous brand, its growth needs to cross numerous obstacles.

The prosperity of the network platform has created a path of direct communication with consumers for designers. The emergence and growth of designer brand becomes a necessity in network channel. 5 years ago, a Hangzhou girl opened a shop in the Taobao called aka. Master Aka is a girl who loves life and designs some clothing sales herself. Soon, the store became the first woman in Taobao's original women's clothing store, with a total collection of more than 380 thousand. Some fans even rush to buy online. At the end of 2006, the two sisters of Beijing founded a designer brand named Taobao for cracking silk. By 2008, the designer brand had sold over ten million yuan. Today, the store's collection has reached nearly 300 thousand, and a large number of fans have gathered.

Apart from the obvious style, the designer brand in the network channel is obviously higher than the average price in the network market in price positioning, which effectively avoids the price competition in the clothing field. Another advantage of designer brand is that customers are more viscous than ordinary clothing stores.

The designer brand originally started on Taobao is more of an expression of self emotion. In the store of aka, you can see the cloth that is stitching with heart, dancing in the long skirt, plus romantic and beautiful words, conveying a little woman's feelings. The brand name of the split is just like the uninhibited personality of the two sisters. Ethnic, color, and rules. Designers express their attitudes towards life blindly, not blindly follow the fashion, yearn to escape, yearn for the edge and yearn for a return. Such an idea beyond the clothing commodity is also an important factor that sticks to a large number of fans.

However, as a designer brand, there are more or less the nature of designer's personal ticket. Design clothing, express their feelings and artistic ideas, and can be followed by many people. This is a pleasure and a sense of accomplishment for designers. However, when the designer brand becomes a business, and not just a person or designer's business, it is not just a ticket to deal with.

When designer brand grows, the importance of path choice begins to highlight.

　　 Network growth of designer brand

In Europe, many of the most popular clothing brands have been developed by designer brands. Chanel is one of them. In France and Italy, designer brands represent the most advanced achievements of the apparel industry.

For a long time, manufacturing and OEM are the strengths of China's apparel industry. In recent years, some designer brands have come into being. There are also designers who can get the recognition from European counterparts, and the designer brand that she created "exceptions".

But in fact, domestic designer brands do not do well, and channels are the main obstacles. Because the original design of designer's brand often originates from artistic inspiration, the docking of such works with the market takes time and space to experiment and test, but it is difficult for domestic traditional clothing channels to realize this growth support. Channel expansion means investment support, but many original designers have no advantage in this regard. Even though a designer like Marco, the original creation was only sold in a friend's clothing store.

In addition to the short board of the channel, China's women's clothing consumption needs are diverse. Different regions have different acceptance speed and extent for fashion. The changing market and changing consumers have made many women's clothing brands not dare to expand. Specifically to designer brand, from a designer brand to a famous brand, its growth needs to cross numerous obstacles.

The prosperity of the network platform has created a path of direct communication with consumers for designers. The emergence and growth of designer brand becomes a necessity in network channel. 5 years ago, a Hangzhou girl opened a shop in the Taobao called aka. Master Aka is a girl who loves life and designs some clothing sales herself. Soon, the store became the first woman in Taobao's original women's clothing store, with a total collection of more than 380 thousand. Some fans even rush to buy online. At the end of 2006, the two sisters of Beijing founded a designer brand named Taobao for cracking silk. By 2008, the designer brand had sold over ten million yuan. Today, the store's collection has reached nearly 300 thousand, and a large number of fans have gathered.

Apart from the obvious style, the designer brand in the network channel is obviously higher than the average price in the network market in price positioning, which effectively avoids the price competition in the clothing field. Another advantage of designer brand is that customers are more viscous than ordinary clothing stores.

The designer brand originally started on Taobao is more of an expression of self emotion. In the store of aka, you can see the cloth that is stitching with heart, dancing in the long skirt, plus romantic and beautiful words, conveying a little woman's feelings. The brand name of the split is just like the uninhibited personality of the two sisters. Ethnic, color, and rules. Designers express their attitudes towards life blindly, not blindly follow the fashion, yearn to escape, yearn for the edge and yearn for a return. Such an idea beyond the clothing commodity is also an important factor that sticks to a large number of fans.

However, as a designer brand, there are more or less the nature of designer's personal ticket. Design clothing, express their feelings and artistic ideas, and can be followed by many people. This is a pleasure and a sense of accomplishment for designers. However, when a designer brand becomes a business and is not just a person or designer, it is not just a ticket to deal with.

Designer brand is different from foreign clothing store and fashion store. A foreign trade shop sells a popular element. Shopkeepers only need to grasp the popularity and find the source of goods or produce the order for production enterprises. The designer brand sells creativity, which is a distinctive style and proposition that clothing carries. Creativity comes from inspiration, and designer brand needs inspiration from designers. However, when a designer brand grows up, it is difficult for designers who rely solely on entrepreneurship to sustain growing demand. How to grasp the style of the original brand and add bonus to the brand is a big test.

In addition, the designer brand that grew up on Taobao first started up in grass roots, and the designer was the boss. Once a company becomes bigger, is it a difficult answer for designers to become managers or stick to design or design management? How does a design brand carry out standardized management under the circumstances of inheriting personal style and influence, and how to introduce professional managers to keep designers in the state of creation. How to carry out channel management is to insist on single channel or expand multiple channels. According to statistics, there are hundreds of designer brands on the Internet now, and many of them are faced with the problem of how to grow up.

Case 1

Split silk: human resources go ahead.

Rip and silk is a designer brand created by the two sisters on Taobao platform. At first, the sister wind and sister Xiao Feng who made graphic design began to start their own business only because they were tired of graphic design.

In November 2006, the brand was formally born. Two designers, a tailor and a sewing machine. When the wind became a model, Xiaofeng became a photographer and began to dream of "designing beautiful clothes and selling them to like them".

The literal meaning of "breaking the silk" is to tear silk and silk, of course, it can tear the dress, tear the rules, tear the feelings that are hard to give up, and tear the normal pale life. Gale and Xiao Feng express their brand ideas in such a language. Just as Taobao is a long tail market, apart from the mainstream Japanese and Japanese wind and consumer groups, it has attracted a large number of fans.

　　 From personal design to style control

The distinctive brand proposition has made the rip and silk rapidly jump on the Internet, and sales are doubling every month. At the most exaggerated time, tens of thousands of clothes are sold in a month. In 2008, strong winds and small winds set ambitious annual targets. But it is more painful to set goals. Gale and wind are not those who like to follow the rules. They also like to be lazy and enjoy traveling. But the pain of the wind is that with the expansion of the company, he will start to work and start to manage all kinds of affairs. Obviously, wind and wind are not very good for management. They like to design clothes, make clothes, and express themselves in costumes. That's all.

But designer brand is not just a designer, but customer service, after-sale, factory, finance, logistics, all links are a whole system, which requires professional people to manage. But the network channel seems to be an amplifier. When a brand does not have enough strength to cope with the demand for explosive growth, demand has come to us. Gale told reporters that the company has even encountered a situation where goods can not be delivered for a period of time. Customers must wait after the order is placed, and the waiting process reduces the customer's consumption experience.

When the wind and wind feel miserable and exhausted for the management, the design is afraid to put it down for a moment. The wind and wind finally realized that design is what they are good at. At the beginning of 2009, gale and Xiaofeng withdrew from management and devoted all their energies to the design they liked, giving management and operation to professional managers.

When reporters interviewed the gale, they learned that there was basically no inventory at the beginning. What products were designed were hung in shops and ordered before they were produced. In 2010, there was also a stock of cracks and silks. Gale admitted that the former mode of operation was not suitable for a bigger business. It is no longer a small shop but a collection of 300 thousand customers. For such a scale, the expansion and management of designers is an important part of a designer's success or failure.

The wind said frankly that there was once a detour. The designer of the new design has a strong sense of subjectivity, is not sensitive to the market, and deviates from the style of breaking the silk. On this issue, gale expresses its determination and resolution with "pain killer". Strong wind told reporters that brand style is like a tree, in the process of growth, we must cut off those branches to ensure the unity of brand style. Design and creativity can not be standardized. Because of this, it is easy for new designers to control the style. Some elements such as romance, nationality, edge, collision and manual traces should be reflected in clothing design. However, the overall style is not wanted, which requires the design director to control. At present, apart from the management of the gale, Xiaofeng, apart from designing clothes, basically controls the design process of other designers from the original idea to the manuscript. In this way, we can cultivate new design strength, and also ensure the continuity of style.

　 From less than Taobao to Taobao

At present, websites such as "Amber works" are beginning to appear on the websites. Strong wind told reporters that this is like the title of the article, the designer pushed out, is also designed to properly increase the pressure on the designer, at the same time reflect its sense of value. But most importantly, we hope that designers will grow up quickly in this way. Xiaofeng said that the designer's clothes designed by the designers now agreed with the photographers on the shooting plan, the choice of models, and even the choice of makeup and props for the models themselves. In the future, designers' works will be linked with performance appraisal to some extent.

In November 2009, the number of cracks and silk had increased 5 times, and tens of thousands of clothes were sold in a month. At this time, the demand of the consumer side is expanding rapidly. Although the ERP system can alleviate the pressure of some processes, the real growth of a designer brand lies in the management team. Gale told reporters that the current high-level structure of cracking up and silk has basically improved, and the design, planning and operation are in charge.

As a designer brand, at present, it only opened C shops and store stores on Taobao, but the future development of a designer brand can not rely solely on a single channel. In the gale plan, if the brands want to grow, they must go through a process less than Taobao to Taobao. That is to say, initially opened shop on Taobao, will have its own independent brand mall in the future. Most importantly, from online channels to offline channels.

But the wind and wind initially started from the network platform, did not do any offline channels. In the future, merchants need to take care of them. In the management structure, the middle level architecture is very important. The growth of talent echelons is a necessary way for designer brand to turn from a small brand to a famous brand. Therefore, in the meantime, the general manager in charge of operation has improved the human resources, IT department and customer service department, and has begun to train new middle managers. Designer brand needs not only design talents, but also management personnel of all kinds of links. The way to break up the silk is to give priority to human resources, and then to do new markets and new things.

Case two

After conception: channel two pronged approach

The latter idea started relatively late on Taobao. Designer Xu Qiaoyun originally worked as a designer in a clothing company in Shenzhen. During her part-time job, she always wanted to create a designer brand of her own.

In 2007, a friend of Xu Qiaoyun told her that she sold various brands of clothing on Taobao, and her monthly sales volume reached 400 thousand yuan. Enough sales means enough consumers. Xu Qiaoyun's inspiration is flashing. The Internet may be a platform for creating designer brands. So she registered a brand named "post conceived". Like traditional enterprises, they design a series with theme stories, and hang themselves in their own online stores. 10 days passed and no one was interested. Later, a customer finally came to spend 499 yuan to buy a pair of trousers after the idea. Xu Qiaoyun signed his name in the package and told the customer that it was the first thing he sold.

Different from the style of aka and the split silk, the latter idea is the business elegant route. "No white-collar workers really want to stay away from the city, and no mainstream fashion really abandons elegance". Adhering to such a proposition, a product designed is elegantly refined. Mainstream customers are located in urban white-collar workers. After that, they gradually accumulated their customers. As the scale of the brand grows bigger and bigger, the designer team is expanding. However, in addition to the fact that Qiao Yun said he was relatively productive, one quarter of the 300 sections were designed by himself. But she also said that some of the major international brands will precipitate some classic elements along with the passage of time, such as Chanel's classic suit. Now the concept is still in the process of sedimentation. Once the brand has precipitated its classic elements and brand spirit, the new designers will learn and integrate easily.

As a result of traditional enterprise origin, Xu Qiaoyun began to take fewer detours in management. When there were only 7 people in the company, division and management division began. However, after the initial concept of production is to find factory OEM, this thought that the network channel light company way is more suitable. But with the increase of orders and the shortage of labor in factories, there has been a great deal of delay in shipment. Xu Qiaoyun concluded that although the network channel has relatively low starting threshold for designer brand, it still needs many experiences in traditional operation to control all aspects of brand operation.

At present, the post concept set up its own factory to ensure product quality and delivery date. In the choice of channels, we should take the right network and offline channels in parallel. Online channels have also played a positive role in promoting offline investment. In 2008, more than 20 franchisees were invited to join the Investment Promotion Association. Although he signed four or five stores, Xu Qiaoyun was not satisfied with his late operation, because most of the franchisees came from their own VIP customers in Taobao. They are not professional clothing operators. They come from the idea of clothing. After a period of operation, Xu Qiaoyun also saw the importance of professional operation. In the next investment promotion plan, he made a series of conditions for assessing franchisees, such as public relations ability, capital background, brand operation experience and so on. Walking on two legs online and offline will be the main channel ideas and strategies for future development.



Source: China business newspaper - China business network