Sun Zhonghua, The First Person In Anime Costumes: Creativity Keeps &Nbsp; Animation Continues.

The first China Fashion Creativity Award, DESSINANIME (China)

For this reason, let's approach this.

Fashion is more than fashion

Although Sun Zhonghua also had a good job after graduating from University, he did not think he had found the ideal career direction. Therefore, he targeted the clothing industry and studied fashion design himself. He entered the advanced class of outstanding ladies' designers and took the lead from Wu Haiyan in the first place.

From financial to clothing jumps across the border, Sun Zhonghua did a good job. "Likes and understands well" is the most important factor for him to do this business, and is also his biggest advantage.

In the face of the global fashion brand style, Sun Zhonghua came to Paris to study costume design and put all his eggs in one basket. He used nonlinear thinking and counter cyclical strategy to create the world's first and only anime clothing brand DESSINANIME in the world, only to find his own sky.

He integrated the culture and artistry into the core competitiveness of the clothing brand, and he injected the soul into DESSINANIME.

The inherent artistic insight may not be matched by the number of garment graduates.

Fashion starts with sketches of designers, and artworks are often the source of inspiration for designers. Besides, they are displayed through the human body.

Most of the entrepreneurs of Hangzhou women's wear are students from Zhejiang Institute of Silk and Textiles or Chinese Academy of fine arts. They or their classmates are partners or husband and wife partners. They use small workshop style process to climb around the market and finish their original accumulation, and then determine their brand style and scale.

Compared with the talent of this industry, Sun Zhonghua is a heterogeneous group.

However, professional misplacement did not affect his success. In the final analysis, it was his love for clothes.

From the beginning of the learning clothing industry to its own design and production, Sun Zhonghua spent a year, this is the original image of Hangzhou DESSINANIME Clothing Co., Ltd.

After three years of struggle, Sun Zhonghua began to organize his team, and the company was gradually on the right track.

Since 2004, three brands of "DESSINANIME", "anime constantly" and "VIMIVA" have been established. Since then, there are more than 500 franchised stores in the country. At present, he has set up a Hangzhou Animation Co., Ltd., which integrates design, production, production and sales, and wants to launch the new brand "ZOI3I4".

During the interview, Sun Zhonghua would specifically mention that the average age of a Team in the current design team is 23.2 years old. This young team together with Sun Zhonghua is "advocating romance and pursuing heartbeat".

Brand is a concentrated expression of corporate culture and business philosophy.

For the brand Sun Zhonghua has unique insights, therefore, in the show planning, exhibition, album design, shop layout, Sun Zhonghua will highlight the characteristics of its brand from the nuances, and reflect the building of its brand culture.

Sun Zhonghua said that a company or product, like a school, needs a brand story, with a connotation to play the effect of brand appreciation.

If there is no connotation, then even if the surface is bright, it will be only temporary.

He hoped that the connotation of "DESSINANIME" could better reflect the characteristics of young urban animation women, and create a healthy and graceful image of modern animation women.

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Sun Zhonghua also has his own tricks for the creation and operation of brands and years of shopping in the mall.

"Creating brand is also a" venture capital ".

First, risk of off-season operation.

Enterprises do chain store brand operation, not like wholesale trading spot pactions, must publish their own trend design, order meeting.

Clothing in autumn and winter will be released in 3~4.

This practice has greatly increased the risk of enterprise investment, because the early fabric ordering, early production and capital investment are not necessarily consistent with the fashion trend.

Second, we must strictly manage franchisees.

On the basis of the sale price, DESSINANIME has set up a strict franchise system: on the basis of a certain fee, the franchisee can not receive less than 400 thousand yuan a year, and the total amount of the purchase can be 7% rebate. In addition to the national promotional activities, the franchisee can only sell discounts to the VIP card users. If you want to do your own promotional activities, you need the company's approval. All the franchisees are designed by DESSINANIME, and the franchisee can only follow the lead. Franchisees are not allowed to sell non DESSINANIME products in the exclusive stores or counters. Not because of the strict system of joining the DESSINANIME, some of the visitors who wish to join the company will only regret when they want to go ahead. In order to prevent franchisees from copying trademarks, they are processed elsewhere.

Sun Zhonghua believes that brand management and processing are the foundation, design is the core, marketing is the guarantee, and the combination of the three is the guarantee of brand competitiveness.

After forming a certain scale, he sent people to open up marketing network in China, looking for powerful agents or franchisees, training them, providing financial support, pave the way for the healthy development of the brand.

In the early years, he went to law to pursue his career, the romance of Seine River, the leisure of Bordeaux, the encounter of Le Louvre Museum, the passion of Triumphal Arch, the magnificent of the Triumphal Arch, and the bustling of the busy street, bringing him many design inspirations, which made Sun Zhonghua keep in a state of excitement in his design, and his design style was natural and distinctive.

The costumes created by Sun Zhonghua are highly sought after by anime women through their distinctive heartbeat and highly infectious promotion methods.

The rebellious character made Sun Zhonghua adhere to the style of DESSINANIME for nearly 10 years. Until now, in order to find inspiration, Sun Zhong Hua spent 7 months or so in a year, and went to more than ten countries every year.

He likes to walk on the streets of the city and feel the art of different regions.

Therefore, his works are still distinctive, full of heartbeat and romantic colors, while the public is also very clear about their works.