Why China'S Fashion Industry Does Not Applaud?

Designer of "85 after" for Xuan Dong and Hu He

No investment waiting for you to be famous.

Product design, brand marketing and retail terminal links are the most profitable links in the fashion industry chain.

Domestic brands with annual sales amounted to 1 billion yuan, but the profit is only 1%.

This figure saddened the founder of Chi Zhang, the founder of designer brand.

Yan Ming studio was founded in June 2010.

In order to save costs, he is not far away from Donghua University in Shanghai. "300 yuan" is a monthly rent of 10 thousand yuan, which is much less than the price of 30 thousand yuan in the creative park.

Yan Ming's support for studio operation has benefited from the first few major clients.

After he returned from Paris, he began to design fabrics for some wool textile enterprises in Jiangsu. Two or three large customers were enough to give him a good livelihood.

Now, Yan Ming already has a team of more than 10 people, who are made up of craftsmen, edition master and design assistant. This is another big expense besides rent.

Without capital accumulation, few investors are willing to pay large sums of money to immature designer brands.

Designer brand is hard to start.

In the five Lane Hutong of Lama Temple, the designers of the "Dong Liang" integrated store gathered the works of more than 20 cutting-edge designers such as Zhang Da and Zhou Xiangyu.

Xun Zhou and Valen Hsu are frequent guests here.

"The best time for a day's water is 30 thousand yuan. When it's bad, there's no business for a few days."

Wang Yaoyu, one of the pillars of the pillars, sighs.

He said, niche products profit is not high, also can not be widely promoted, it is very hard to do.

The designer integrated store mode has been introduced from abroad to China in recent years.

UCCA, ARRTCO and Hong Huang's BNC store are all "consignment" designers.

However, "consignment" will also encounter "looting".

A designer told reporters that he sold clothes in 2008 through an enterprise. However, a year later, the other party was unable to pay him about 100000 yuan in cash difficulties.

The two sides fought a lawsuit. Although the designer won the lawsuit, the company still had no money to pay for it.

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Giving up millions of high salaries must also be done alone.

That being the case, why do many designers work alone instead of enterprises?

Is the salary too low?

Bao Weiwu, the founder of "posture" brand, once worked as a chief designer in clothing enterprises.

He said: "the annual salary of this position in Beijing is about 200 thousand -50 yuan, and it will reach 1 million or more in the south."

However, Bao Weiwu abandoned the attractive salary to become a "free designer" because the "big business has a mature style, designers are basically gourmet and creative power is obliterated".

The designer brand that sticks to it is another way.

Zhang's studio is full now.

Returnees have orders from abroad or Hunan TV's "fast man" clothing design consultant.

Zhang's advanced custom garments range from 50 thousand -8 yuan to 200 square meters of small studios.

He plans to find another store near China World Trade Center.

The team of more than 20 sometimes makes him feel inadequate.

"I really hope to have a good team to run business. I concentrate on designing, but finding partners with design talent and strong will is very difficult."

Stars are not ATM machines.

In the "body position" space of 200 square meters in the Bai Zi Bay, Bao Weiwu used to customize the dress for Zhang Ziyi in the northeastern "pure men".

Behind the scenery is not so impressive.

"Stars are not ATM machines, they will also replace resources, and identity is the best promotion for brands.

How do you charge them? "

Bao Weiwu sighed.

However, Bao Weiwu sees a broader prospect -- electronic commerce.

In Taobao's independent designer shop, one of his designer friends won 3 crowns in two years, a sales of 10 thousand pieces, with a net income of more than 2 million yuan in two and a half years.

This data surprised him with the tremendous power of e-commerce.

The risk of pushing designer brand on online shopping platform is relatively small.

First, make sample clothes, take pictures and publish them in online stores, and then make orders according to customers' orders. This risk is small and the speed of promotion is fast.

Still faces many problems

The designer brand that has matured still faces many difficulties.

At present, the "pillar" is still a team of only 7 people.

The rent of the five battalion has now risen to 3 times that of 2009.

Beijing can't find the right place to open a shop.

Nanluogu Lane, 798 and other places, although there are people, but lack of quality customers.

Bao Weiwu is also facing difficulties, the market is changing rapidly, consumers are changing, it is difficult to grasp the design style.