Designer Wang Dacheng Receives Exclusive Interview

Some people have said that the future belongs to those enterprises and entrepreneurs who are self subverting and the traditional enterprises understand the transformation of the mobile Internet. With the commercial opportunity brought by the wave of mobile Internet, the traditional enterprises can only subvert themselves before being subverted by others and quickly merge with the "Internet +O2O" model to develop a new development situation.

　　 Reporter: how do you understand the "high definition revolution" advocated by you?

　　 Da Cheng Wang In fact, many so-called "high definition" are in fact. Ready-made clothes The size of the factory is measured. But everyone has their own ideas when making clothes. They can communicate with designers. The "high definition revolution" launched by us is to make personal customized clothes. There are high requirements for fabrics, lines and handwork.

　　 Reporter: how many people are there in the latest series? How long does it take?

Wang Dacheng: in fact, a highly determined one. Design It takes hundreds or even thousands of hours to find fabrics. For example, French embroidery fabrics take a long time. They are very time-consuming from lines, cuts and manual sewing. My entire series is hand-made by more than 40 people, divided into many departments, including design, reduction, flower arrangement, sewing and so on.

　　 Reporter: what is the difference between the designer of wedding dress and turning to Gao Ding?

Wang Dacheng: it's more challenging. Now many consumers demand clothes not just custom wedding dresses, from attending birthday parties to friends parties, or attending certain activities. There will be plenty of time for them to make changes.

　　 Reporter: "Gao Ding does not make money", how do you view this statement?

Wang Dacheng: in fact, this is a very expensive work, and it is also very expensive in terms of cost, so many clothes (in the production process) are demolished and demolished, changed and changed again, because once the designer's idea is not reached, he can only start from the beginning. For example, the last pressing wedding dress, the flat wrinkle effect of the skirt, if the effect is circular, the design completely loses its creativity and violates the original idea. Therefore, it will not take into account the economic aspects of making high definition. If too much consideration is paid to the cost, the good clothes will not work.

　　 Reporter: at present, the highest frequency of high definition is still red carpet or activity. Is there a mature high ranking customer base in China?

Wang Dacheng: I think there are so many people in China that we don't need everyone to accept it. In fact, in the potential consumption habits, the proportion of consumers (higher consumers) I met is getting higher and higher, which is astonishing to us. For example, in this fashion week, many people or deliberately dressed themselves, his idea is to integrate into fashion, so I think the potential of high definition customer group is very strong.

　　 Reporter: what are the obstacles to making advanced customization in China?

Wang Dacheng: the biggest obstacle is the acquisition of fabric. In France and the United Kingdom, there are many senior custom fabric suppliers. Now I go to Paris two times a year to attend fabric exhibition, look for updated materials, and design new clothes.

After the O2O mode, beta O2O will also attract the attention of the industry. It is more appropriate to describe the situation of O2O with "one glory and one glory". On the other hand, I want to reiterate that "Internet +" has been deeply integrated into the process of O2O transformation, and the two have become inseparable. If we solve the following problems again, the moment of traditional business Jedi will come to life. 1. companies foster awareness of O2O. The realization of O2O requires the coordination of multiple departments within the enterprise, including the marketing department, the sales department, the commodity department, the IT department, the warehouse and the logistics, which covers the whole process of the merchandise sales. Therefore, from the head of the enterprise to the shopping guide, all of them must have the O2O consciousness and actively cooperate with the project promotion; 2., establish the mutual benefit mechanism. To solve the conflict of interests between traditional stores, franchisees and online stores, 3. online and offline commodity prices are unified. This has been confirmed in the successful operation of UNIQLO and La Natsu Bell's O2O mode; 4., the establishment of a member database. It is necessary for every enterprise to connect with offline ERP and conduct data analysis for every customer behavior to achieve precise marketing.