Designer Brand Is Popular Internet

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Xiaobian of the network introduces the designer brand to the Internet: how to balance the business personality.

From global to Asian, the concept of designer brand has been popular in the past two years.

The Chinese market, which is in the upgrading of consumption, has begun to pform from the blind luxury worship to the trend personality. Local fashion designers have also welcomed the opportunity to promote the brand through the Internet, but how to balance between business and personality is a topic that needs to be addressed.

Electricity providers to increase support

In the electricity supplier industry, clothing is usually the highest profit category, but entrepreneurs usually take luxury as the entry point, or similar to the Internet brand such as customers.

In the vertical trend category, there are few e-commerce platforms involved, the main reason is that the market is too small.

The first cut into this area is the YOHO, a power supplier. It is backed by the already powerful YOHO magazine, the trend magazine. Although it was not smooth at the initial test of the water business, it gradually attracted the attention of the outside world in the upgrading of consumption environment and combined with many artists and designers. At the same time, a new round of $30 million financing was completed in early 2014.

Liang Chao, founder of YOHO CEO, once said that the survival of domestic brand designers is not good because it is not like the Internet business, so there are so many hot money willing to invest in it.

So when introducing tide brand sales, YOHO! Is also exploring how to launch joint brand and support the development of original brand.

After two years of development, YOHO has a total of more than 300 brands, of which more than 200 of the original brand has become the main sales force, contributing more than 60% of sales.

YOHO! To some extent, goods help original designer brands, such as money production, sales channels and magazine publicity, and then divided.

This is undoubtedly a shortcut for brand designers.

YOHO! The president of the goods, Niu Cong Xiao, statistics that more than 90% of the original design brand on its electronic business platform is profitable, because the inventory risk is all YOHO! There is a number of joint brand and designer brand markup rate even up to 3 times.

Supporting local brand designers is not an easy job, but also requires a lot of capital investment, so 80% of the latest $30 million financing is invested in this part of the business.

This is also a very important source of revenue for the future YOHO!

For the integrated platform, vip.com, which focuses on selling tail goods, and YOHO, which focuses on the trend, is a good breakthrough.

Last year, after vip.com experienced explosive growth, Jingdong, Tmall and Dangdang increased the intensity of tail cargo business, especially when Dangdang introduced new growth in clothing tail cargo.

But this year, the comprehensive category of electricity providers will also focus on the category of clothing designer brand.

A few days ago, Tmall and Beijing international design week, there will be more than 100 well-known designer brands at home and abroad with "design cat" shops in Tmall.

However, unlike YOHO, which supports local brands, Tmall focuses on introducing overseas designer brands and forming a database dedicated to design consumption, which is the selling point of Tmall.

Dangdang also entered into strategic cooperation with the China Fashion Designers Association this month and invested 100 million yuan to set up a platform for the original Chinese related support and set up a designer channel area.

It also wants to upgrade the brand consumption, try to customize and pre sell in the clothing field.

How to balance business and personality

Although from the point of view of market acceptance or business environment, designer brand has ushered in a very good opportunity for development, but it does not mean that this field can go forward step by step.

For example, Niu Cong laughed once said that many independent designer brands are in the form of studio, often 3-5 people, many designers do not want to do too much, feel that almost scale.

Working in the first half of the year and taking a vacation in the second half of the year will enhance YOHO!

Although YOHO! Already has more than 200 local designer brands, it is still at a very low level compared with the more than 1800 designer brands in Japan, especially in terms of brand awareness and personality influence. There is also a shortage of Japanese giants such as Wakubo Rei.

The local designer brand Teenteam is co founded by three friends of fashion design profession. From the entity buyer's shop floor to the local design brand, the brands made by these 10 or so teams already have certain influence in Guangzhou, and they can make profits. They are relatively satisfied. At present, such a situation does not want too many businesses to join in, but also wants to be themselves.

Paul, a local designer in Hongkong, focuses on the mainland. The electricity supplier is nothing more than a sales channel for him, but this is a very important channel to enable customers across the country to buy his brand DUSTY.

The more than 30 person company has also been profitable. He thinks the most important thing is to stick to his own design.

In most designers, personality is more important than business. They regard electricity and the Internet as a sales channel. "Being yourself" is more important than doing business mode. Many designers don't even know the Internet brand such as everyone and dream bazaar.

This is even more evident in the well-known SHANGZHENG Zhe, who is the principal of Sankuanz. He often attends all kinds of fashion activities and is a good friend to many artists who have launched design brands.

He emphasizes that he sells "resonance" and "values". Although profits and scale are very important, making something different is more important.

00 WINGZ, a brand owner, has more research on business models. He will think more about the relationship between entities and e-commerce providers, and how to complement each other's resources.

At the same time, he will study the problem of profit and inventory very deeply, and do not want to repeat the mistakes of many brands after being overloaded.

For more and more artists and stars to launch the design brand, WINGZ thinks that it is popularizing the concept of designer brand, and it is good for the whole market.

What worries him most is that many of the world's major brands are offering double lines of trend. These brands can easily seize the market of grassroots designers with the help of their original market resources.

Native designers who do not want to reveal their names think that it is not so easy to be "themselves". Only a very famous designer can dare to take this road. Many designers will compromise between personality and market and become a commercial designer. Otherwise, why should consumers pay for your personal preferences?

"But the good direction is that with the growth of the 90s generation, personality and self assertion are becoming more and more obvious.

80% of them are young people who are 22-28 years old. They are expected to usher in the market soon.

The designer said.