The Local Designer Brand Is A Field That Needs Chinese Breakout Too Much.

More than 400 square meters of shops, like "small department store" epitome.

Clothing, bags, accessories and even home labels are all original brands with "independent" imprints.

In fashion terms, this format is somewhat like the "creative marketplace".

Yi Hui, the head of the door, sat on the bench at the shop entrance.

Although the business card is printed with the identity of "SEVENDAYS president", he repeatedly stressed the "industrial significance" to reporters.

It is understood that SEVEN DAYS, which has been "down for three years" as a shop, is expected to turn a profit next year. But as a sales integration platform supporting local brand designers, it has always been regarded as a cocoon sample of business models by management.

In fact, the native place is everywhere.

It is a field that needs Chinese breakout too much.

Li Hongyan, a well-known designer, admitted in an interview with reporters that only 2 of the 10 designer brands had the ability to run their own stores.

"Incubator" does not make money for the time being

"Initially, SEVEN DAYS was a home court.

The designer's brand integration platform, which was purchased by the international fabric business new Tianlong Group in 2009, officially landed in Shanghai, Beijing, Hangzhou and many other places. In the past three years, it has invested 200 million yuan.

Yi Hui told reporters.

According to the reporter, SEVEN DAYS in the 400 square meters flagship store of Dapu bridge will cost 3 million yuan a year, and the cost of single shop renovation is also millions of yuan. At present, it has opened 18 large flagship stores in Shanghai, Beijing, Nanjing, Ningbo and Wuhan. The total business area is over 5000 square meters, and next year it will open 10 stores.

"From the perspective of business mode, it is still in the investment stage, and it is still losing money. First, we are going to rent stores from shopping malls, and then we will provide them free of charge, that is, the rent is borne by us all.

Goods such as bags are consigned to the store. After the paction is completed, the two parties are divided into shares.

Yi Hui told reporters that this year can achieve "return to the capital", next year is expected to have 1000-2000 million profit.

Billion yuan invested in three years, even though 20 million profit calculation, Yi Hui does not deny that this yield is indeed low, but the additional investment funds in the next few years will still reach 30 million yuan, the number of terminal terminals will be more than 50, and the designer brand will double.

"What we need to do is to incubate a number of designer brands, and domestic designers and design companies are still in the stage of individual solo and workshop management. They lack the ability of company and team operation, so we will provide fabric development and channel construction, and designers are only responsible for the design."

About 60% of the local brands are now settled, and Yi believes that this is a commercial exploration with industrial significance.

Also because of its support for local brand designers, informed sources told reporters that the government has a certain form of subsidies for this model, "in recent years, SEVEN DAYS has also undertaken many government projects."

Public information shows that in 2010, SEVEN DAYS's e-commerce platform 7D.COM.CN was awarded the "modern service industry science and technology support project" by the Shanghai municipal government and won 1 million yuan of innovation award.

"In fact, they are optimistic about the background of building a design capital in Shanghai. The brand of folk new designers has mushroomed. In the future, there will definitely be a development path of Paris and Milan style. The first step is to advance the layout."

The above is the evaluation.

Chinese "buyer shop"

He Jiong, deputy director of the Shanghai Creative Industry Exhibition and service platform management center, also stressed to reporters that the future independent designer brand will be the backbone of Shanghai's fashion development. "These brands are difficult to achieve mass production and need commercial vitality to support them."

But in the eyes of independent designers, there is more room for innovation in the current business model.

"In Europe, an independent designer wants to become famous. He usually takes part in a fashion contest, starts a studio with a bonus, looks for patrons to support the show, and is surrounded by the ubiquitous senior buyers of fashion week, and eventually sells his works to a well-known fashion shop."

INSH, HELEN LEE brand founder Li Hongyan told reporters analysis, compared to the domestic, there is no real sense of buyer shop.

Li Hongyan told reporters that half of her works were directly bought out by foreign buyer shops, and the domestic business models including SEVEN DAYS and Dong Liang were mainly consignment sales. "Rent and sales pressure has indeed been reduced, but inventory pressure is still in the hands of designers."

Yi Hui also told reporters that entering the SEVEN DAYS brand will also implement the last elimination system.

"We sort according to the flat sales volume, how much sales a brand takes up and how many sales volume the storefront faces, and the 3-5% brand will be eliminated in one quarter."

But in his view, the Chinese concept of "clothing brand" will still be the keynote.

"Because in addition to consignment, the platform also provides unified production outsourcing, cost control, delivery time control and quality control services for cooperative designer brands."

According to Yi Hui, the SEVEN DAYS China designer integration platform will continue to integrate more than 100 manufacturing plants in the next 2 years, providing fast proofing and garment processing services for designer brands.

On the other hand, SEVEN DAYS has 2000 square meters of warehousing and logistics center, which unifies all designer brand's fabric suppliers, outsourcing processing factories, stores and other multi-party logistics and distribution.

"In the next 2 years, there will be 2 warehousing and logistics centers not less than 5000 square meters in the whole country."

In fact, even those independent designers who live well in the circle and already have exclusive stores still want to find a way to break through the Chinese ecosystem.

Li Hongyan, who owns two stores, told reporters that the net profit of the shop is about 30% now. "The monthly rent will need 5-6 yuan. The income of a shop in fuming road is about 20-30 yuan. The popularity of Xintiandi is not very popular. It is about 10-15 yuan in revenue, and the cultivation process of a brand is very long, and it takes 8-10 years."