Unique Culture Makes Designers More Diverse.

How difficult is the branding way of China's original design? When we see young people with talent and dreams emerge from each other with their design and personality brand names, although they are only appearing in a small number of physical stores in a small area, their self expression, unique attitudes and ambitions are all so clear. However, how to survive and maintain a good state in a brutal business environment is still a difficult and dangerous way to grow into an influential brand. To this end, it is the best way to build a Chinese original design concept shop, BNC.

　　 Design is more unique and diverse.

Reporter: at present, a group of local designers who are more active, who do you think is the best brand?

I: I am interested in selling independent designer brands in the Chinese market. My favorite is Wang Yiyang, the brand of designer. This brand is easy to wear, and has a strong sense of design, details, humor and Chinese charm. I believe that designers who can mix these things into a garment are promising. The expectation is going to the world.

I am also optimistic about Davidson Tsu, a very young post-80 generation who runs his own brand together with his wife. Davidson Tsu's suit is a must, better than foreign custom quality. Davidson has worked in Celine for several years, and is responsible for playing board. He is also very good at making brand, has design concept, interesting, and is a very potential designer and brand.

Of course, the exception is not to be overlooked, especially the exception. Through the retail format made by Fang Fang, a new concept store of Chinese lifestyle has been launched.

Reporter: after 85, 90 designers, how many of you are more optimistic about?

A: there are quite a lot of designers after 85 now. The independent design industry in China is getting more and more attention. Buyers' stores and media channels are becoming more and more healthy. All these will promote more students going out of school to independent design. In this regard, I am more concerned about the uniqueness and diversity of design, as well as the commercial maturity of the brand, but it is not only to cater to the market trend, but also to have unique ideas and expressions, and to realize these design products to the products with superb technological quality.

For example, independent design does not necessarily mean high prices. Like random doors and ears, these brands are designers who have graduated from famous colleges, but gradually develop from shop stores. Besides, Wang Xiaoshui and Kong Nan Nan constantly explore and improve their design in the world of felt and needles by special crafts. When it comes to design styles, Liu Xiaolu and Zhou Yu both impressed me with their strong design styles when they graduated from their works, and later, they could maintain their strong design symbols while realizing their clothing products.

　 Further than "star clothes"

Reporter: many stars have begun to wear local designer clothes to attend activities and participate in performances. Does this mean that local design brands have made great progress in promotion and marketing?

A: I think wearing clothes and eating is like thirty years, so a few big dishes on the back and forth, then delicious and greasy time, let alone the well-informed star groups like to taste the fresh, this is one of them. The other is that Chinese designers are in front of them and have no language barriers. Third, the design level and production level of Chinese designers are improving day by day. It is not only Chinese stars but also the choice of international stars. For example, Lady Gaga goes through the clothes of Chinese designer Du Yang.

Reporter: at the moment, reality TV is very popular. Last year there was a program called "goddess's new clothes". Many famous local designers appeared on that stage. How do you evaluate the impact of this incident on local design and local fashion brands?

It is a double-edged sword for designers to actively participate in cultural and entertainment activities to promote themselves. On the one hand, exposure is certainly good, but often the price of exposure is time. Design is a very time-consuming job, and good design inspiration often happens in the manufacturing process. Designers need to spend a lot of time on the production process. Designers who only come up with concepts need to be backed up by big companies like GUCCI.

Reporter: from the perspective of all media operation, how should local design make use of the new media platform to create brand influence?

Q: the new media has provided a good platform for designers to reduce the cost of marketing, at least on the surface. But not all designers can tell stories, so how to make good use of the platform still needs to be studied. It's still staying at the level of "star clothes".

　　 Culture is the premise of brand.

Interviewer: how do you view the price of clothes for local independent fashion designers? In particular, more famous designers, a shirt more than 2000, a dress more than 5000 is very common. Is it true that much of it depends on cost, or is it necessary to use price to help create a "high-end brand" image?

C: the high price of Chinese designers is not sustainable, especially in the absence of obvious progress in quality and design. There are several reasons for the high price: the structure of China's textile industry is sweatshop all over the world, and it is not suitable for independent designers. From equipment and personnel configuration, it is for cheap and large orders, such as 10000 orders, and the designer's production is too small and does not match. Raw materials are also the same. China's raw materials are wholesale, which is simply not suitable for small quantities of Chinese designers, not to mention developing fabrics with fabric manufacturers as well as foreign brands. All of these lead to high cost for Chinese designers. But this is only part of the objective reason for the high price.

The other part is the designer's subjective. They think that the price is high, which means that things are good. In particular, some designers who play tickets, such as money from their husbands, come out to mix up their names, and of course raise the price. Because this designer doesn't care much about the domestic customer experience.

In short, designers can't be cheap because there are more expensive cost structures. But now the high price also includes the designers' subjective values and their wrong understanding. To put it plainly is to worship foreigners and love foreign countries and seek fame and wealth.

Reporter: as a whole, many local fashion enterprises are tackling the issue of "making brand". What do you think are the main problems?

I think the advantages of Chinese enterprises are flexible, sensitive to business opportunities and good smell for money. But making brand depends on cultural details. Although Chinese culture has a deep origin, the faults of culture and tradition in our contemporary society are estranged from the west, and the core value is impetuous business culture. Most of them take money as the core and weaken the cultural level. I think culture is the prerequisite for a good brand.

Reporter: what do you think the concept of "China creates" is the core of the product itself?

T: first, what are our core values? Let's take a bowl. The bowl of a large bowl of tea is frugal. A designer's large bowl of tea may be simple, but the bowls used at the APEC show wealth and power. Creation in place is the accurate expression and function of values and aesthetics.