Every Dress Is Limited Edition &Nbsp; Selling Culture Is Better Than Selling Brands.

The North China Trade Center of China Textile City has a zero view fashion industry Co., Ltd. Clothes & Accessories The business model has brought many people inside and outside the industry to the forefront. Recently, the reporter interviewed the former chief executive of the Taiwan Textile Development Association.

The showroom is like a bar.

Unlike many of the trading companies' stereotyped corporate image, journalists are feeling the light when approaching the zero angle fashion industry company. The clothing exhibition hall has used a large number of log bars, personalized design, all hand made, so that the whole Exhibition hall It's more like a creative cafe or bar, which is extremely visual.

In this regard, Lai explained that the textile and garment industry is a fashion industry, and it is people. fashion The carrier of life and quality life bears the role of leading fashion. Selling clothes should be broadened to the connotation of enterprise culture, and the fashion culture that leads the life is reflected in the image packaging of enterprises, and it can also fully reflect this element.

Garment enterprises should "take off their uniform".

The clothes hung in the showcase are very beautiful. Lai Zhanzhao told reporters that these are the main products of the company, they have a unified brand name "Flunky strip", meaning "take off their uniforms", wear their personality and wear their taste.

According to the introduction, unlike many garment enterprises, these clothes in the exhibition hall of "zero perspective fashion" are basically limited production to ensure fashion and personality.

Although the total amount of clothing production is small, the styles are quite numerous. Every 10 days on average, there will be a series of new releases. At the same time, the company also displays in the Taobao flagship store at the same time. It is so large that it can be seen on the Internet. Lai Zhanzhao told reporters that clothes sell a few things is secondary, the key is to convey a message to the outside world, "we have the design and production capabilities, you can also try to change, but not the same.

Better do 200 things than 20 thousand.

Taobao shop is like a large exhibition hall. Many customers just want to cooperate with the "zero perspective" after seeing the clothes of Taobao store. However, unlike many clothing companies in Shaoxing, thousands of pieces of clothing are different from each other. "Zero perspective" is based on the company's choice of high-end customers and personalized routes.

"If twenty thousand pieces of clothes are processed, 1 yuan per piece, a total of 20 thousand yuan is harvested; but if 200 pieces are received and 100 yuan per piece is earned, the same is 20 thousand yuan, but the former I can only do the test and do it is two, and the latter I can all check and do the first class." For example, the same way to design and make costumes, different ways will eventually lead to two very different corporate images.

Learning to integrate resources

"Creative and unique" is the "zero perspective" positioning requirements for products.

Lai said that since the "zero perspective" has been opened, there are many high-end customers, some from Paris, some from the United States, and a higher profit margin, mainly due to the company's integration of resources. The company has a complete industrial chain, from fabric design to fabric procurement, process replenishment, clothing design, garment plate making, sample making and garment display. Many foreign businessmen have been very confident in the comprehensive inspection of the design and production ability of "zero angle", and have formed the alliance of personalized clothing brand development and production.

"The brand effect of trading companies comes from the ability to integrate resources. Keqiao is a textile industry gathering place with many ready resources. We must learn to integrate resources. The government can organize enterprises to participate in the exhibition through the form of integrated resources to drive the entire regional brand." Lai Chan said.