Chao Brand FLOAT Fear Taobao Because The Brand Is Difficult To Shape: It Will Differentiate Product Line.

< p > when foreign fashion brands swept across China, a group of designer brands in China quietly did their own business.

They set up their own trend brands, starting from scratch and constantly adjusting and changing themselves in the development process.

Facing the surging tide of Internet, they choose to face it positively and control this power with their own understanding.

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< p > > a href= "http://sjfzxm.com/news/index_z.asp" > reporter < /a > a few days ago, Yuan Xixuan, the leading brand FLOAT of online fashion brand, learned about FLOAT's changes in products and electric business this year.

Yuan Xixuan said that the current e-commerce platform like Taobao is not conducive to brand building, and the offline market is more suitable.

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< p > therefore, FLOAT will plan to differentiate its products online and offline this year, and the Black Label series will be launched under the line to better create brand culture.

The unit price of FLOAT black brand products will be between 300-3000 yuan, and the unit price of online products will be between 128-480 yuan.

It is understood that the so-called "black card" refers to the high-end series of fashion apparel.

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< p > Yuan Xixuan told reporters that FLOAT is committed to designing high powered fashion apparel, product fusion sports and fashion elements.

In order to achieve this idea, they adjust the details of the product, adjust the details of the clothing in order to meet the sports needs without affecting the overall fashion and trend.

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P > 2008, FLOAT was set up in Hongkong. Last year, the company moved its headquarters to Guangzhou, and at present in Hunan, Shanghai and other places in 5 trend integrated stores, online sales in Taobao, goods and some designer platforms.

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< p > although FLOAT has only a few offline outlets in the mainland, Yuan Xixuan said it is considering co operating with powerful distributors in Beijing and Shanghai to open more stores.

In 2015, FLOAT may have a brand franchise and a trend shop named after FLOAT.

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< p > last year, the sales volume of FLOAT line was close to 8 digits, and online sales accounted for about 30%.

Among them, men's clothing online sales will be better, women's clothing line sales better.

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< p > when it comes to understanding the business platform, Yuan Xixuan thinks Taobao is just a channel to sell goods on top, but its soil is not conducive to brand building.

Taobao's customers are shopping at Taobao to find a low price commodity, not paying much attention to brand culture and brand connotation.

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Less than P, the goods will be better, and its customers will be more precise, that is, young people who prefer fashionable and fashionable consuming ability, and have certain recognition for the culture of fashion brands.

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Below P, the traditional market under the line is more conducive to brand building.

For this reason, the next action of FLOAT is to separate the online and offline products, and there will be different products and price systems under the online and offline.

The offline products will take the brand image as the main line, take the high-end line, the unit price will be around 300 - 3000, and the customer price will be 128 - 480 after the distinction.

After finishing the product line, FLOAT will consider entering Tmall.

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< p > in customer management, FLOAT is more special. When consumers buy FLOAT products online, if they feel unsatisfied, even if they pass through, wash or even cause breakage in the process, they can have no reason to return.

Yuan Xixuan believes that this is a good word of mouth marketing, but also a crisis public relations.

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< p > it is understood that the FLOAT brand currently has two brands of FLOAT and YUZUKI.S, the latter is the English name of Shen Meng Yun, the designer of its brand, and the main products are Japanese, simple and comfortable as the main style, and the material is pure cotton.

Speaking of the future, Yuan Xixuan said he wanted to make FLOAT a well-known fashion brand.

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