D2C Practice, Brand Management Reform Of Designer Brand

Learning from the designer of art and brand management has always been an inherent constraint in the development of designer's brand.

Recently, the Hangzhou women's wear brand has been entering the ASIAN WAVE designer store in Korea for a long time. It provides us with a way to connect designer's brand with the market and consumers. That is to reduce the market operation pressure of designer's brand through cooperation with professional channels, and at the same time, expand the designer's brand as the value and influence of national cultural identity.

To achieve a successful designer brand, talent, capital, channel and mode are four indispensable forces.

If we can say that the era of mark can come out of CAI Huasheng, Yang Ziming's era can be won by business mode. Luo Zheng's era can be borrowed from capital. So now, finding the channel to consumers in the market has become a problem that every designer of the commercial route must not face.

The way to centrally distribute design talent, capital energy and business mode is particularly important for designers who have been seeking balance between art and business.

In this sense, Ma song Ya feels lucky, because she has found such a channel platform.

Ma Songya is the designer and operator of Hangzhou's "endless brand".

"Endless" is a brand with unique Korean design style. Like many design brands, it has a large market share and competitive pressure.

A new identity, however, is the first signing designer brand of the Korean ASIANWAVE asian designer shopping mall, which has won the opportunity to stand out.

The slogan of ASIANWAVE is to create "Asian Designers' store" and become a professional shopping mall for Asian Designers in Korea, China, Japan, Philippines and Indonesia.

In the words of Ma song ya, this is a channel platform that integrates culture and market, post marketing and sales, and online and offline.

This is exactly what she has been looking for.

Cultural synergy: multinational allies as allies

Ma song Ya and ASIANWAVE were acquainted in Seoul in March 2010 when the Hangzhou Fashion Designers Association organized Hangzhou excellent brand enterprises to go to Japan and Korea fashion week.

In October, ASIANWAVE inspected the opening ceremony of the "Hangzhou West Lake International Exposition" after the "endless" opening ceremony.

The attraction of ASIANWAVE for "endless" lies in the fact that as Korea's first exclusive marketing center with Asian designers as its main body, it can provide a perfect display platform for Asian designers through the circulation of commodities in Asia.

ASIANWAVE's shopping center JUNWAVE is located in Seoul's satellite city, lung lung.

There are Samsung Entertainment Park, Korean folk village, South Korean culture relaxation TV drama production culture experience center MBC, surrounded by 35 golf courses, is an important area for future tourists to experience Korean culture.

"We hope that by introducing the designer brand as an excellent cultural sign of Asian countries, we will become an exchange platform and sales platform for Contemporary Asian designers."

Relevant personnel responsible for the ASIANWAVE project told reporters.

Peers are no longer enemies, but stimulate the cultural value beyond commodities through the contrast of different cultural characteristics. Combined with tourism creative industries, they can effectively export their spiritual value while realizing sales.

This is a new business concept of resource sharing and win-win interests in the cloud era.

In March of this year, Ma song Ya introduced some other excellent brands in Hangzhou to ASIANWAVE when he was negotiating for a project in South Korea. Although he considered the business strategy of various brands, Ma song ya did not disclose the specific brand name to reporters further, but she said, "the momentum of new cooperation between these brands and Korea is very good."

As for the commercialized exchange and cooperation between Chinese designers and Asian Designers, Su Baoyan, acting chairman of the China Fashion Designers Association, said "very much concerned".

According to her, the China Fashion Designers Association is also actively promoting the exchange and cooperation of the Asian fashion industry alliance in the joint China, Japan and Korea.

"D2C (designer to consumer) business model is a new mode of circulation today. If it is bundled with creative industries, film and television industry and other industries, it will have a very good prospect."

Su Baoyan said.

D2C mode: win win online and offline

With the development of the global industry, the sales mode shows many shapes.

"If we don't break through the tradition and introduce advanced marketing and sales mode, survival will be a problem."

Ma Songya's words represent the aspirations of many designer brands.

Along with the influence of network in social life, the designer's brand is facing the channel problem. It not only needs to form a replicable entity store mode, but also explores the online marketing strategy that can complement each other.

Another attraction of ASIANWAVE is to link ON-OFFLINE together to form a perfect sales system.

The Korean online shopping market with the annual sales of more than 4 trillion won, and the relevant sales models, are different from the previous shopping concepts, and become an influential designer channel strength.

Online, ASIANWAVE takes the form of Professional Commission, and establishes a store by Affiliated Companies. The operator JUNWAVE is responsible for the decoration, store furniture, sales, display and promotion of goods, and also responsible for the construction and distribution of the online shopping center. The brand provides goods and freight pportation to Korea from abroad, and the import formalities and customs duties are borne by South Korea.

Operators extract 40-50% from sales and settle them once a month or quarterly.

JUNWAVE is run by the Korean national government land commune and famous Korean enterprises, which enhances credit guarantee. Foreign designers can run safely and conveniently with products.

It is reported that the current "endless" ASIANWAVE project is being discussed in store design and decoration, and plans to start selling in August this year.

"Through cooperation, we can help us complete the first international D2C sales mode of designer brand online to offline.

In South Korea, the project module is completed through the excellent design talents of South Korea and the elite of fashion IT, and then imported to China for successful project module replication.

Ma Songya said.

The people in charge of the ASIANWAVE project told reporters that they are currently active in the business building area of the embassy district of Sanlitun, Beijing, and hope to establish an online and offline theme shopping center for Asian designers to exchange and display in the Beijing embassy area.

"There may be time conflicts between fashion week and brand ordering. Brand designers can insist that 2 times a year are not released on fashion week.

We hope that the asian designer theme shopping center will be able to set up its own release time in the future, so that Asian designers can participate in it.

The person responsible for the ASIANWAVE project said.

If completed, it will also become an interactive area of excellent creative cultural exchanges among Asian countries, and also a local position for the Chinese designers corps to further participate in the design of Asia and the world.