Bridge Castle Neglected By Hot Money: Why Designer Brand Is Hard To Develop

< p > Cui Xi's outdoor skiing circle on the tall, has recognized two friends who start the Internet business. One is Ge Nan, the founder of the < a href= "http://www.91se91.com/news/list.aspx ClassID=101112107105" APP application < /a > 365 calendar. Wang Qian, who is the original designer of the Internet and the jewelry Angs of the Internet, wants to write and chat with Wang Qian today. Ge Nan's classmate will talk again next time.

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< p > the main reason for writing this article is to see YOHO! 30 million yuan in goods financing. The most important investment after the financing of the Chaozhou electronic business platform is to support the original and invest in foreign domestic tide cards, such as design by tide card, they pay for production, and then sell them into separate parts.

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< p > we need to know YOHO! 60% of the goods come from local small and medium sized brands. They are faced with a very important problem that consumers get enough from all kinds of channels, but there are not many commodities or very slow updates. This means that the customers with high cost may get away without good pformation.

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< p > what makes the development of original designer brand so difficult? Let's take a look at the example of Angs.

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< p > this is an independent ornament design brand founded by jewelry designer Wang Qian and Zhang Shaofei, an American Academy teacher. It has been developing for more than 3 years since 2010.

When exchanging the topic with Tracy, Wang Qian said with great reluctantly, "the best part of the independent brand of jewelry is us".

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< p > in fact, in the independent designer brand, the local clothing brand development is relatively good, such as Liu Qingyang's personal brand Chictopia and so on.

However, such brands are still very small. Compared with the public, their popularity and scale are still very small.

There is still a big gap between Japanese brands such as Wakubo Rei and Paul Frank.

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< p > to the jewelry industry, independent a href= "http://www.91se91.com/news/list.aspx ClassID=101112107108" > designer brand < /a > less, so Wang Qian used the word "incredibly", more wanted to express a sigh.

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< p > at present, Angs has its own official website. It has official flagship stores on Tmall, and some online agents. It also has been stationed in YOHO!

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< p > this is just a small team of 6 full-time people. The mode is designed by oneself, the product is produced by the representative factory, and the annual sales volume can reach 3 million yuan.

In fact, such a quantity is already good in the circle of jewelry design, but it is too small for the investors who are accustomed to tens of millions of dollars in profit and valued at billions of dollars.

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< p > Wang Qian's distress is also here, wants to expand the scale, but the funds can not keep up.

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< p > in fact, before Wang Qian started his business, many VC showed interest and gave a lot of investment. But because the valuation given by VC was too low and the shares were too high, Wang Qian hesitated. He wanted to make a brand anyway, and the traditional brand was also done for 100 years, so he refused the entry of VC.

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< p > however, 1-2 years after the establishment of the brand, when Wang Qian wanted to expand, she found VC again, and the wind was turning at once. VC was not so interested.

Although Wang Qian can produce 50% gross margin results, but the sales volume of one million yuan is too small, and VC communication is often no more.

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< p > as an independent designer, Wang Qian still has big dreams.

After all, the Angs design school, which is now familiar with the outside world, is not the product of his dream.

In fact, Angs is his brand, and "design primary school" is just an online silver brand. He also hopes to make a high-end jewelry and diamond brand online.

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< p > this is a large amount of capital demand. The most important expense is laying the channel. For example, entering a shopping mall may need 1 million yuan, which is at least tens of millions of yuan in capital demand. The sales scale of about 3 million yuan a year is not a profit. Wang Qian is hard to do anyway.

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< p > and now the team size of the 6 people is too small, and all the accessories of Angs insist on original design, which results in the slow updating of styles, and only 1-2 new products can be launched every month.

For Wang Qian, he wants to expand the brand, at least a year can have 2000-3000 sales scale, online and offline different brands, employees at least 200 people scale.

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< p > of course, apart from VC's reluctant to invest in a relatively slow brand, Wang Qian also knows that independent designers are too personality, and it is also a headache for VC.

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< p > > a href= "http://www.91se91.com/news/list.aspx? ClassID=101112107102" > YOHO! < /a > vice president Niu Cong smile has said helplessly, many independent designer brands are studio forms, often 3-5 people, many designers do not want to do too much, feel that almost the scale of the line, often in the first half of the year to work, in the second half of the year to find a place to take a vacation, to enhance the YOHO as a platform!

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< p > although Wang Qian does not take half a year's work to rest for half a year, but he loves skiing often does not see people in winter.

But Wang Qian will also use a playful tone to say that there are few business savvy designers like him. Most of the designers he saw are too individualized, not professionally well-educated, and have no definite goals.

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On the topic of "P" back to the designer brand market, Wang Qian also felt very helpless.

When he ran abroad, he found that foreign consumers were not so superstitious. Especially when the economy was not good, they were willing to like some designer's brand, while domestic is the time when superstitious luxury goods are booming.

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< p > of course, the style and personality of a designer will also determine the life and death of this brand.

As a matter of fact, Wang Qian's personal preferences, such as fufu pig, money grab frog and tease turtle, were the first to be made according to the personal preferences of Angs. The market reaction was not very good. Then, Angs survived by relying on the design of love and love.

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< p > this is a compromise. In order to survive, sometimes you have to break away from the designer's brand idea and become a commercial designer. Otherwise, why should consumers pay for your personal preferences? < /p >

< p > although the funds for large-scale expansion are not yet available, Wang Qian is not so worried. After all, the scale is enough to support the team, but of course he wants to do better. Anyway, he can go skating for three times a week. Of course, if he gets into the money, he will have to give up this hobby.

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