Lan Yu: Selling The Wedding Dress Like The French Do.

Lan Yu looks thinner than the picture, pink thick line sweater, green casual pants, sitting at a rectangular white workbench, the two makeup artists are busy dressing up for her, making hair. "In the evening Sina micro-blog night activities, big V will go." She told the "entrepreneurial state" reporter. Behind her, a dark green and hollowed dress hung for the evening's activities.

The purple main flower shop is designed on the first floor, which is designed to be two areas. On the side of the window is a flower shop showing a dress model with a wedding dress in front of the window. One of the designs of the purple mermaid is worn by Miss Zhang Zilin at the Shanghai Film Festival. It is located in the worktable area where Lan Yu is making up, surrounded by several natural oak oak bookshelves, and the books on the bookshelves are very complicated, many of which are clothing hardcover magazines.

The two floor of the flower shop is Lan Yu workroom. Lan Yu declined the request of the reporter: "the workshop is thermostatic and sterile, and you need to change your work clothes and shoes when you go in." She said it was full of white cloth and lace, and was afraid to bring in dust and small black lines. It sounds like "operation room in hospitals".

Lanyu studio was established in 2008. In 2010, as a "85 after" new wedding dress designer, he began to enter the public view. She mainly designed wedding dresses for many stars. She created designer brand LAN-YU, not only attracted attention at the wedding ceremony of Luo Haiqiong, Li Xiaolu and Sheenah, but also from Cannes, Venice Film Festival to the major film festivals in China, the LAN-YU custom made dress quickly became the "red carpet gown" of more and more female stars.

At the moment, Lanyu studio has three shops in Beijing and Shanghai, and this year it also bought lace workshop in Paris. It will set up three branches in Paris, London and Sydney. "Fashion is about to go to the fashion capital. We must go to Paris for advanced customization." She said that although the company was busy with international layout, "in 2014, our global custom tailor made only 10 limited editions, because we only made the tip of the golden tipped point." Such a commercial layout is bound to affect the company's business revenue. "In the wedding dress high definition (advanced customization) this part, we are the brand, the revenue is not under consideration. Our business revenue depends on the perfect maturity of the brand, the next step is to increase product line and mass production to complete. She said that the company currently invested about 40000000 yuan, and will be in the stage of investment in the next 5 years. {page_break}

　　 Dating your customers

In fact, Lanyu studio is not the first time that Lanyu has started his own business. In 2005, at Beijing Institute Of Fashion Technology, she opened a small studio called "beautiful blue" near her school. "Just like a dancer who wants to find a place to dance, people who make clothes want to find a place to make clothes." At that time, she rented a room of 9 square meters with her school sister. "It can only be regarded as a zero investment venture, which is to buy clothes from the first clothes with dozens of dollars, to make clothes to go out for sale, to earn money and then to buy Fabrics for second pieces."

After 4 years of operation, beautiful blue was bought by China textile company when he graduated from Lanyu.

Lanyu also came to China textile work. But she soon realized that "I still want to be a niche. For a designer, it's like being a research scientist. If you let him have to serve the public, it's actually a very cruel thing."

Lan Yu resigned and went to New York to learn fashion design. When she came back in late 2009, she formally founded Lanyu studio, the main wedding dress. "I have clients from the initial business, they have followed me, almost one hundred or two hundred VIP."

As a creative studio, Lanyu studio is small and complete, from design manuscript, plate making, production, sale to after-sales service, and is the whole upstream and downstream industry chain operation.

"Gao Ding wedding dress is not only a creative work, but my idea is also gradually mature, and it is also a service industry." She said, when you have a client, you always think about how to make the customers more satisfied. The flowers that you first prepared for the bride were bought and tied by herself.

Usually customers customize a dress and try several times to try it on. From the first time they try clothes on for the customer, Lan Yu goes to battle in person. "I have always done the work of wearing shoes for customers when they put on their clothes." In her view, this is the way it should be. "In Europe, I am a senior tailor, all the old tailors squatting down to wear shoes for you, to tie your belt."

Lanyu is an Aquarius. She said that once he talked with Zhang Ziyi of the same star, they invariably mentioned that the Aquarius was "the most creative and service conscious constellation". When it comes to service consciousness, the idea in her mind is: there should be no bottom line and no ceiling (unless it concerns the problem of national pride).

"When you are happy, I will be happy with you. When you are unhappy, I will make you happy." She said that in Cecilia Cheung's words, "we can summarize the essence of our service". Wedding guests usually need 3 months' advance booking. In this process, the Lan Yu team will send flowers and cakes to them, share her love story, and let the customers happy. "Actually, I think all entrepreneurs or founders are artists, and they must exert their creativity to impress their customers." In her view, Lei Jun's millet is a user of special art. "He uses a simple, fast and flat way to enable users to add research and development and play with users." {page_break}

"Our idea is a little like millet, that is, we want to be in love with our guests. There are two meanings. We can love with our customers, and we can also stay in love with others. It's to share all her happiness. " Lan Yu adheres to the design concept of "just for love", and thinks that every wedding dress design and production process is a precious course of listening to love and dialogue.

Lan Yu's first performing art wedding dress client is Luo Haiqiong. The wedding dress designed by Lan Yu is a princess style bra with a fluffy skirt. This is the scene where Lan Yu flew to Luo Haiqiong with her own team and then filming, elaborately designed according to her character and unique love feelings. "Custom-made wedding dress, this time is the peak of love in her life. We listen and share her love story, and then make a unique wedding dress belonging to her in this sharing process."

　 Not high-end, but advanced.

At the beginning of Lanyu studio, the star line was commercially popular, and the acquisition of these star customers was basically spread by word of mouth. If you are good enough, you don't need to sell. Celebrities are not recommended to you, she will wear them. Celebrities have no loyalty because they only choose the best. If you want them to choose, you have to be the best. She said, "when we cooperate with every star, we use 120% sincerity to make the only one."

Lanyu, for example, designed several wedding dresses for Li Xiaolu's wedding, which was later copied by some design studios on Taobao. At that time, some people paid a high price to buy the design of Lan Yu and made another one. "I said this is impossible. We insist on the uniqueness of this brand."

"Every wedding dress should have its own love story. Outsiders see the whole process as just making a dress, but in us, a wedding dress is the emergence of a family story. In her view, this story carries a very solemn sense of ritual, which will last for many years in the family of the bride and groom.

Usually there are three plans for a dress order: style, renderings and sketches. Sketch is the first to be drawn when designing, and the effect is shown to the guests, while the style map is used by the master when processing. "All teachers do not like originality. They like to make only one paragraph, and then repeat it, but each one of us has different essences, so that we can feel romantic." LAN-YU brand wedding dress starts at a minimum price of 100 thousand yuan, "but we have almost a million products, basically a piece of 300 thousand yuan." In 2013, the highest price of their customised wedding dress was 1 million 260 thousand yuan. Lan Yu told the reporter excitedly that "something happened just now is worth celebrating". The company received a brand new design of 1 million 980 thousand yuan, which refreshed the previous record.

The charging standard is calculated according to working hours and raw materials. For example, the wedding dress of 1 million 260 thousand yuan is made of lace, and the name of the bride is inserted in the lace. The wedding dress is decorated with diamonds. "Like Sheenah's wedding dress with ten petals, it is all made of diamonds." Therefore, each item of labor and materials is clearly priced, but design and service are the least expensive. "

In order to perfect the wedding dress design, in 2014, their wedding dress product line had only 10 customers (Bride) in limited edition. "We will give these 10 brides the perfect happiness promise that they can fly to any one of our six stores in the world, and we will make a micro film for her love."

These 10 Just For Love are the essence of LAN-YU's advanced customization. The wedding dress fabrics are made of French custom lace (lace brand is also a supplier of Chanel and Valentino). The dress liner is made in London, and is embroidered by 4 experienced teachers who have more than 30 years experience. The designer Lan Yu face-to-face communication design makes every wedding dress only two out of print.

In Lan Yu's view, this whole process will be very advanced. "It is not as valuable as gold, but it is much harder to get than gold." She said, "so what do we mean by" high-end "? This definition is very different, and I don't like the word luxury. Our wedding dress is made in Pyramid. It will be a very advanced enjoyment. "

Taking wedding dress as the first point, Lan Yu will launch perfume, bags, shoes and other product lines. "That's why we put the design in Paris. I think it is very necessary for the layout of the business. Because we do fashion, fashion in China, we can't do it. Let's do it in Paris. "

When making a brand, different narration has different consumption effects. "To operate a brand, we must have something special. We must describe our products well." Lanyu thought for a moment, then went on, "like a Frenchman selling things like that, selling this thing very special."