Designers Have Caught Up With Online Shoppers.

Jiang Liying is a member of the clothing department of the Central Institute of Arts and crafts.

Hong Kong Polytech University

Zhou Xiaowen, CEO and creative director.

Guo Fan is a public relations manager of a catering chain corporation.

For those who dress more carefully, she usually buys clothes in the physical store, the price ranges from 200 yuan to 600 yuan, and occasionally goes to two thousand or three thousand yuan.

On Taobao, you usually only buy basic funds.

In 7 and August last year, she unwittingly discovered Shang TSE, the first designer product online shopping platform, and its founder was Zhou Xiaowen.

In her impression, Zhou Xiaowen felt very fashionable and tasteful at the time of consulting.

Even though the price of clothes is not low, she seems to be able to find out a little bit of the designer. Zhang Lei is the Shanghai designer who she knew and liked very much.

She always has no special requirements for the brand of clothes, as long as the fabric is good and the design is novel.

The designer's clothing just meets these needs.

Zhang Junhui, a fashion magazine editor, has collected some designers' online storefront, paying attention to the change of their style of dress every season.

After seeing many domestic and foreign designer shops, she found that Shang Tong was not a high-grade one, because designers were not enough to have their own overall style.

She believes that with the development of the network platform, some of the original online shoppers who pursue cheap and convenient promotion become "online shopping elite" and begin to pursue quality and individuality.

Ordinary price search is no longer enjoyable.

Designer clothing gradually has the market.

People who buy designer clothes online are sure to be sensitive to fashion trends and dress up quickly.

Several of her friends never wore the same clothes and appeared in public.

They have very independent choice ability and collocation ability.

They are not necessarily economically abundant, and fast fashion changes on the Internet can satisfy their needs.

The network platform is not only a lot of space, but also saves time.

Let more people wear their own clothes, {page_break}

Jiang Liying is the founder of the clothing brand ginger tea.

Since the beginning of 2006, ginger tea has 6 stores in Beijing and Shanghai. Among them, 798 shops in Beijing are the base of ginger tea.

All these years, from design to production to business, she was doing everything herself.

Jiang Liying has never been interested in the Internet before. He likes to shop around the shop. He also thinks that online shopping is troublesome. He needed Alipay before, and had to communicate with his size.

As a designer, she is worried about her works being copied. On the other hand, she thinks that online sales are all low prices, and the works that she painstaking in her heart and blood is impossible to follow.

She was rejected by a network platform before finding her.

But after seeing Zhou Xiaowen, she immediately changed her mind and decided to cooperate with her.

Zhou Xiaowen wore ginger tea clothes very early, and he was always an old customer of ginger tea Shanghai Taikang Road store.

After knowing ginger tea, you wear ginger tea clothes every year.

During the meeting, Jiang Liying felt the enthusiasm and persistence of Zhou Xiaowen's work, especially when she talked about her original intention of making Shang Tong Society: let more Chinese people put on designer clothes and agree with their ideals.

Jiang Liying claims to be a civilian designer who wants more people to touch the "design".

So in August 2009 ginger tea entered the Internet for trial, and currently only chose Shang Di club.

In view of Internet sales, Jiang Liying has made corresponding countermeasures in terms of price, such as supplying the second line product of CHICTALK BY JIANGCHA series, which is designed and developed by ginger tea.

In addition, ginger tea is still showing its first line products in Shang TSE. Because of price reasons, although no entity store sells well, it wins more people to know and like her design.

Entering the network has changed the concept of Jiang Liying. In fact, it can also guarantee the quality of products to survive on the Internet.

Every day, she would read messages from customers on the Internet platform and tell her what clothes and clothes she wanted to wear. She thought it would give her inspiration in a flash.

This is as rewarding as she usually goes to the store to see the guests try clothes.

With the global economic downturn, the prospect of the fashion industry has attracted much attention.

The year before last, designers in the four fashion week showed up on the Internet.

Driven by various factors, the Internet has changed from the initial convenience and cheap characteristics to quality.

Designers have their own online shop, we are no stranger, the new is the centralized platform.

Hong Huang opened the "peppermint glutinous rice onion" to sell more than 100 Chinese designers' works, from clothing to accessories to furniture.

Shang Chase has concentrated on the works of some second-class local fashion designers, and has also sought foreign designers from Japan, France and Spain to provide sales platforms, word of mouth and sales volume.

7D is a newly rising platform. It is known as the ten most popular designer brand, and network customization is their main battlefield. It is designed for people who want to have their own style and pursuit of quality.

With the development of the network platform, some of the online shoppers who first pursued cheap and convenient promotion were promoted to "online shopping elite", and they pursued quality and individuality.

Ordinary price search is no longer enjoyable.

Designer clothing gradually has the market.

People who buy designer clothes online are sure to be sensitive to fashion trends and dress up quickly.

Liu Yanjun, chief designer of Qipai women's clothing from June 2008 to November 2009.

Nowadays, the brand name JUNNE LIU is created.

Lin Haixia graduated from the design school of LaSalle International Design School of Donghua University in 2008.

In 2009, the personal design brand CHICHI was created.

Network platform, designer's agent

When entering the network platform, designers should always think of the way to be close to the people when designing their works. Because of the limitations of online shopping, the design is too different, and ordinary people dare not wear it; the price is too high and it is not very realistic.

In the early days of the founding of the Shang society, the price was set at 600-1000 yuan, because there were only a handful of patronage.

Now it is down from 300 yuan to 600 yuan.

When it comes to sales promotion, more than 100 yuan clothes are available.

The price of another platform 7D is concentrated at 350-500 yuan.

When we enter the network, designers' concepts will be changed.

The head of the network platform thinks that most designers are easy to convince.

In China, second-line fashion designers lack sales platform.

Designers are waiting for opportunities.

Sometimes they have no choice but to design. They need studios, small workshops, and funds to keep them. Each garment is designed and sewn by itself. Time, energy and cost are not comparable to those produced by mass production.

It is normal for a dress to mark 1000-2000 yuan.

So the market is small.

Designers need brokers.

A centralized platform is like a brokerage firm that helps designers package and promote.

There is no shortage of designers in China, but people need to take the initiative to find them.

Shang song started looking for a designer at the beginning.

I heard that many designer studios in Changle Road, Shanghai, Zhou Xiaowen kept a business card in Beijing, Sanlitun and 798.

The designer circles are small and find a breakthrough.

Slowly, some designers will say that they wanted to find Shang Di long ago.

At present, the Shanghai Designers Association plans to cooperate with Shang Song society.

Designers cooperate with the platform and have the tendency of passivity and initiative.

There are more than 40 designers working with them.

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Zhou Xiaowen gave designers the space to make their own price, but also reminded them to pay attention to the specific psychology of the network crowd.

In order to give designers enough reasons for low prices, Zhou Xiaowen came up with some ideas.

She provided the designer with a production line. The designer only provided samples. She found three factories in Guangzhou last April for processing.

But each garment usually produces dozens of pieces.

Designers do not need to stitch them one by one, which naturally reduces the price.

The actual dress is not seen on the website. The picture is very important. She tries to make the dress look more real, such as helping the designer to look for models and take pictures of various details.

Shang Tong also gave designers some preferential policies, such as a designer's sales volume exceeding one volume, and the profit point would be more to some designers.

On the choice of designers, Zhou Xiaowen said she asked the designer to let her conduct quality checks.

Customers may not always remember which designer's clothes they bought, but they must know that they are Shang Tong, so they need to maintain their brands.

Besides, designers should have a small reputation, not necessarily the common people, but you have something to say, such as what clothes have been designed for celebrities, and some important design competitions have won awards.

Designers also bring new inspiration to the network platform.

In Spain, there is a Spanish designer named MARIA COCA.

She is a 60 year old lady who has designed costumes for the British royal family.

During the fashion week of Hongkong, Zhou Xiaowen saw her design and ran to ask her if she would like to sell clothes at Shang Di she.

Because she was not familiar with the Chinese market, she spent 6 months exploring and finally agreed to cooperate.

MARIA COCA seriously moved Zhou Xiaowen.

All the clothes she designs are delivered abroad.

Each piece is not folded and spread out in large boxes.

All the questions are sent back to Spain.

In order not to break her clothes, the staff bought a pair of white gloves.

In a fashion seminar, Zhou Xiaowen specifically took this as an example to say that the attitude of foreign designers to Chinese designers is different.

Designers gather in these websites.