Dialogue Teenmix: A Real Crowd Raising Shoe Design Competition

When the formal dress is equipped with sports shoes, the ritual Take up Trimming the bottom shoes, a new dress revolution is quietly breaking the stereotypes and becoming the mainstream. The "tide" culture, which belonged to a few young people, has a powerful influence on the world. This time, young Chinese fashion brands and Chinese designers are clearly at the forefront of fashion. Excellent original trend designs are pouring out, inspiring people's unprecedented passion for original design, and a design competition on tide shoes has also pushed Chinese originality to the tip of the wind. A few days ago, the City Pictorial met with the backstage pushing shoe Teenmix, the dialogue maker from the Chinese made to China's psychological journey, looking for the next Chinese original nova.

Interview: City Pictorial

Dialogue partner: Fu Shixiang Teenmix brand operation director Fan Yu BELLE fashion research center responsible person

City Pictorial: you launched the shoe design competition in April 10th. Why do you have such an idea?

Fu Shixiang: 1999 Create brand Everyone is talking about the "new human race". The idea of the founder is to meet the fashion needs of this group. In these years, the larger the scale of the brand, the more we continue to think, feel frustrated and lost. The problem is: to be individualized or to turn to mass? In fact, our products are not as avant-garde and fashionable as they were in the early days. When we combed the brand last year, we felt that "tide" could not be lost and should be integrated into the brand as DNA. So we hope that through this competition, we can have a discussion on "tide" and Teenmix, and give us inspiration and suggestions. This activity is not a closed door business, it is to let the vast numbers of consumers and fans participate in the process from design and research to market development and even public funding. We do not want to impose the understanding of tides on all competitors. I want to see if they have understood beyond the unexpected and give us some inspiration. The so-called trend is the combination of many people's subjective wishes. So if everyone thinks this is the tide, then it is the tide.

City Pictorial: how do you think of the form of crowd raising?

Fu Shixiang: with the further development of Internet, traditional brands should break through innovation in mode. We have been paying close attention to the big data of electricity suppliers and footwear. These data are very touching to us. We found that online sales of Teenmix brands are even several times that of our production. Over the past few years, traditional department stores have been affected. Online retailers Impact, passenger flow continues to decrease. We are also clearly aware of bottlenecks in development. In the past few years, our growth rate has reached 20%, but now it is slowing down. From the first half of last year, I began to pay attention to the innovative mode of crowd raising. This design competition is an opportunity. Our competition slogan is "to achieve the designer's dream", while the crowd raising is the way to achieve the dream concretely.

City Pictorial: how will Teenmix carry out the crowd raising mode innovation?

Fu Shixiang: I have carefully studied many cases, but in fact, they are just the deformation of group buying. We want to be a real public chipper. Our public chips are not just pre-sale group buying. The completion of public chips is not the end, but the starting point of product packaging. Besides, we are not playing gimmicks or blogger. We hope that it has both face and interior. What we value more is the integration of the traditional shoemaking industry and the Internet. If feasible, we will continue to do so. For customers, our crowd advocate is the concept of "first buyer benefit". We hope that the participants will not only be our customers, but also partners in the project. With the success of the project, we will gain the return on investment and the sense of accomplishment as a trend buyer.

City Pictorial: what is the mode of "first buyer's income"?

Fu Shixiang: when we studied the data, we found a problem: the discount seems to be a profit to the customers, but the more discount the brand is, the more valuable it is, and the less confidence the customer has in the brand. Therefore, the discount mode must have infringed the interests of customers in certain aspects. For example, the same product today buys a positive price and then hits twenty percent off forty percent off, which is a kind of interest violation for the first buyer. Although it gives benefits to the latter, it hurts the loyal customers who buy first, which is a mode of benefit for the latter buyers. So I wonder if there is a more reasonable business logic to give the loyal Teenmix fans the benefits, so that the first purchasers (all the chips participants) can get a return, which is called "first buyer benefit".

City Pictorial: what changes have the young people like in the recent years? What are the latest trends?

Fan Yu: first of all, from the outstanding characteristics of the new generation of customers, they have a good family and educational environment, especially in the growth of the network, so that the domestic 80 and 90s have broader horizons and more advanced consumption concepts than their parents. From the perspective of product style, young people pay more attention to presenting themselves in the choice of products. First, a change is reflected in the perceptual consumption of "visual and emotional".

Combined with the latest trend, the visual and emotional entertainment elements are mainly simple and flat advertisements and children's interesting styles. In addition, there are also holiday styles of light youth, as well as dramatic styles dominated by exaggeration, role playing and mashup.

In recent years, apart from visualizing and storytelling design materials, it is easier to attract young consumers. In addition, there is the influence of technology. We call it the "movement trend" under the influence of intelligent technology. The fashion revolution of sports has turned more functional sportswear into a trend fashion. Digital technology implies a sense of the future and makes the trend towards neutralization.

Finally, young people now pay great attention to the promotion of local culture. Based on self perception, it integrates some interesting local culture in its own age and living environment background. From the perspective of fashion development, we used to place 20-30 year old products in the street and fashion style, and think that this trend is fleeting. In recent years, the trend culture that young people are paying attention to has formed a unique style and will not disappear with age. Nowadays, the tastes and preferences of young people are forming a relatively fixed and unique design element in the field of fashion, which is widely used and accepted. In recent years, young people have not disappeared with age. Nowadays, the tastes and preferences of young people are forming a relatively fixed and unique design element in the field of fashion, which is widely used and accepted. In recent years, the impact and subversion of young people towards the social trend culture has made the younger style of art classic, and the trend will also become a classic part. Trend development has become a new classic and continues.

City Pictorial: in addition to the combination of technology is a trend. Are there any other forms such as color, fabric and so on?

Fan Yu: in order to lean towards comfort, the integration of fashion and sports products in favor of comfort and sports style is one of the most important trends in the near future. In terms of fabric, calf skin, lacquer / mirror skin, texture and surface material are the main parts. Sports net surface, gelatin /PVC and some clothing fabrics have been fully used. There are also technological innovations that make the roots more lightsome and comfortable. The fashion colors are different every quarter. Last autumn and winter were blue-green and red. This autumn and winter will pay attention to the color of Malka and the metallic color and dark color of the future. Footwear is still dominated by basic colors and popular colors. Of course, every season brand will continue its brand name according to its brand DNA.

City Pictorial: how do you study the consumer group of young people?

Fu Shixiang: in fact, the biggest advantage of our group is that there are tens of thousands of shops. The network is very powerful. We have the best and largest customers. The electricity supplier just sees the data, but we can reach the real sample group. In addition to the normal development work, our designers spend most of their time doing shop inspection in the market. Shop inspection requires experience. Everyone has his own way. Some people will communicate with customers. Some people will observe that everyone has their own perspective. Young people's main consumption habits change is the mode of purchasing electricity suppliers. Young people nowadays do not believe in advertisements, but believe in information in their friends' circles, and are also interested in some events. In the early years, our group has been concerned about this trend, and set up a special e-commerce platform called excellent purchase. This time, excellent purchase will also provide support for our public financing projects on the channel of e-commerce.

City Pictorial: this competition is the beginning of your micro marketing. What creative ideas do you want to achieve after that?

Fu Shixiang: I will always focus on micro marketing. We now participate in the design process of our products by recruiting non-governmental experts. If this mode is feasible, it will become a long-term model. Designers can also benefit from our games. Once these works are listed, they will be named by designers. We will appear on the packaging materials such as the designer's image, signature and so on. We have observed that there is no individual shoe designer specially named in China. We also hope to provide such a possibility of realizing dreams.

It is reported that the competition does not include any entry restrictions, and designers and ordinary people who love design and attention can sign up. The details of the event can be found on the official website of the competition.