Is Tide Card Really Making Money? First Of All, You Have To Be Edison Chan.

Edison Chan had not yet walked to JUICE's shop in the southern part of Sanlitun, Beijing, and was besieged by fans.

The six month old shop is a CLOT store.

Beijing store is facing the traditional Sanlitun bar street. It is easy to bump into the camera.

People.

Edison Chan and his high school classmate Pan Shiheng founded the fashion brand CLOT in 2003 - 5 years from his first life crisis.

He first invested 2 million 500 thousand Hong Kong dollars for this, which made his father very puzzled.

At first, Edison Chan just wanted to bring the trend culture of Hongkong to the mainland.

JUICE is not too fast to expand.

After opening its first store in Hongkong in 2003, JUICE has opened branches in Taipei, Shanghai, Beijing and Changsha in the past 11 years.

Only entered Beijing this year.

"I want to do something different after I quit the entertainment business indefinitely."

Edison Chan said in the 3 Episode documentary of the youth cultural media platform VICE, which is just now available: a documentary about Edison Chan.

When the crisis happened, he was glad that he could go to the company completely.

It can be seen that he will go to the top five factories in Losangeles to talk about cooperation - the factory is alert to its Chinese rivals, and has not established its own resource network in China, Japan and South Korea.

He founded his own brand, CLOT, and some T-shirts not only work with artists, but also limit the sale of 75 items like artworks, and no longer reprint them.

JUICE initially represented CLOT, and later introduced Undefeated, Supreme and other popular trendy cards.

Edison Chan himself created the tide card CLOT.

Li Chen, who is also a star, doesn't care whether he wants to lead the trend with personal taste. He wants to become a pure businessman.

6 years ago, he co founded NPC (New Project Center) with Willber Pan.

He felt that stars should not use star resources to do business, which would become very dangerous.

"The media will help you zoom in on all the good things and let everyone see your efforts and achievements overnight."

Li Chen told the first financial weekly.

Besides recording as a host, Li Chen put all his energy into managing NPC.

"But at the same time, the shortcomings will be magnified. Everyone knows what you have done. They will come to your shop with the most critical eyes. The same mistake you make will be much more serious than your colleagues.

Edison Chan also learned the lesson of mistakes and felt the power of fans.

On one occasion, he decided to go to JUICE store in Beijing and send a message on micro-blog. "Who is in Sanlitun? Maybe we can meet."

About 1230. "

The plan lasted for 45 minutes, because fans and fans did not rush into it because they did not report to the authorities concerned.

Beijing store was forced to suspend business for a week.

He is not responsible for the daily management of the store.

Apart from participating in the design of CLOT, he handed over shops to different distributors.

JUICE mainly sells street culture costumes from Europe, America and Tokyo, and new products are on the shelves every week.

Limited edition sports shoes are also displayed in the shop, and even a rare Adidas Yeezy and hip-hop star Kanye West cooperation Yeezy 950 - this shoe now has a premium of 3 to 4 times on Taobao.

"It's the girls who come here to buy things, not the fashionable young boys in the streets.

These girls are the main customers. They always want to buy something for their boyfriend. "

JUICE clerk Du Kaiyuan soon discovered this.

He spoke with a very strong Beijing accent, and he talked a lot before becoming a cook before JUICE.

JUICE's shopkeeper can hardly see the famous boss, except in social media.

Edison Chan now has 23 million fans on Sina micro-blog, and a random send can bring 4 million points.

He was proud and curious about this documentary. "I also want to know where these people came from."

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Even if he doesn't often show up in the shop, Edison Chan will take part in the furnishings in the shop because he wants to do something different.

This is not surprising.

Star tide shop has strong personal imprints.

Fans who appreciate or identify their music or other styles may be able to extend their preferences to other products such as printed T-shirts or even whole stores.

So you can see that in the JUICE store, besides Edison Chan's own CLOT display, there are obvious products such as Yeezy, BUSCEMI and some other products that will appear in the Colette of the French tide shop. And the CLOT brand has the erotic pattern of incense.

Edison Chan, who was influenced by street culture in Hongkong, is probably a buyer. He knows that street culture is closely related to music and movies. At least in the United States and Japan, the rise of underground culture has followed such a rule.

But running a company may be another matter.

Not only does he need creativity, but he also needs to move up and down the rotary staircase with heavy cardboard boxes.

In order for the product to take part in the exhibition, he needs to plan 12 or 14 months ahead of schedule with his colleagues. This is a professional fashion brand's play. If it's only a shop opening, it can be considered one month in advance.

Because of Edison Chan's star charm and personal relationship, JUICE has some obvious advantages over other tidal brand stores in the purchase channel.

CLSC, tudes studio these may be many people are not known in Europe and the United States small crowd card, are Edison Chan's favorite partners.

They are also willing to work with JUICE to launch a limited series to test the taste of Chinese young people.

Not only that, underground communication is an important channel of promotion for trend brands.

In the JUICE shop, some fashionable young people are familiar with these brands, just like they are facing the underground.

Those cross boundary clothing products are most popular, though only about 1/10 of JUICE sales.

The 2 million 500 thousand Hong Kong dollar invested in the venture 11 years ago can now bring him a turnover of $10 million a year.

Because the trend is changeable, young people like to be uncertain. JUICE needs to strictly follow the "quick update" mode of the Chao shop, and the products on the display rack will be renovated every few days.

Of course, for the sake of geographical advantages, the frequency of updating shops in Hongkong is much faster than that in the mainland.

In the JUICE store, apart from Edison Chan's own brand CLOT, he also represented many other trend cards.

NPC claims to be a "group of 15 to 35 years of age, personality pursuit".

Its first store is on the Changle road in Shanghai.

In the past few years, the store has 8 branches and 2 online stores nationwide, and now has 20 teams, with annual turnover of more than 100 million yuan online and offline.

"Do not exclude shops in Hongkong."

Li Chen said.

In NPC, apart from Li Chen's own brand MLGB, there are some fashion brands of Chinese independent designers, and the price is also comparable to that of JUICE.

"The tide shops in Beijing are larger, and there are more things, but they do not keep up with the trend."

Milk, editor in chief of Beijing fashion magazine, told the first financial weekly.

"In Hongkong tidal shop, there are limited versions of brands such as BAPE and masterming almost every week.

Don't look at these shops. There are few people in the shops. They will queue up on Sunday.

This kind of "parallel shop" mentioned by ah Mai is the traditional tidal shop in the traditional sense.

They have formed a stable business system.

The water store in Hongkong, China, goes to Japan every week, which can be understood as purchasing.

But in the Chinese mainland market, which is hard to distinguish between genuine and fake goods, the "parallel shop" is no longer a big wave shop.

BAPE, a relatively mainstream brand store, opened in Taigu, Sanlitun a few years ago.

But the business of entertainment stars is another matter.

Hip-hop star Kanye West has thought that if there are 23 million fans, why can't 23 million or even a fraction of the people to consume products that he has relationship with? Kanye West also launched the same name women's clothing brand in 2011. The repercussion series has not been publicly sold, and then the Yeezy tide brand series, which is working with Adidas, is produced in small quantities.

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But if it's only a private brand, it will be too much like a vermicelli shop, which can be sold by an agent or even a store.

JUICE such a buyer tide shop, is to create a whole atmosphere, find the city's "Chaozhou".

If possible, affect the local brand culture.

JUICE's new store in Hongkong is much faster than in China.

But not everyone is so optimistic.

Such as Ji Ming, he is working with Taiwan star Tang Zhizhong to prepare a new store.

"Stars did not introduce popular brands in blog or magazines. They also wore the more popular brands abroad.

Chao brand has developed in China. Many skateboard brands are known by many people, but people still know about them through overseas media.

Ji Ming said.

Prior to his cooperation with Tang Zhizhong, Ji Ming had already launched two tide shops, and the last one had been operating for 5 years. Finally, he took away the shop on the grounds that he did not like the design of the shop, and then spent six months preparing for the new store SOULGOODS in Wukesong, Beijing.

"When the marketing team is in place, I know who will buy our stuff."

Ji Ming said.

For the first time, he opened a shop with a star. Tang Zhizhong, a partner, was busy with children in Taipei and seldom came to the store.

"At the moment, I plan to open up a collection store with sports shoes, a Japanese American street brand, a brand and a boutique toy.

If possible, we want to separate our own brands from the future.

This is also for commercial considerations.

Ji Ming revealed.

The gross profit margin can reach 90%.

At present, in China, it is still hard for brands to achieve cultural influence.

It has been more than 10 years before the Japanese street wave brand NEIGHBORHOOD and BAPE became popular. It became the "tide card" representative of the Chinese mainland interested in the trend culture.

Ji Ming believes that domestic star tide brand development is relatively slow, because the taste is too popular, and can not choose some products that suit both personal character and new trend, which naturally can not lead the trend.

In other words, it is not so easy for a star to open a tidal shop.

When he opened the shop, Li Chen thought that the scale of production could be improved by opening the factory independently, but now he had a broader understanding of the trend.

Li Chen no longer confined NPC to selling clothes.

After all, the clothing business is full of variables.

The backlog of losses could not be borne by small companies such as NPC.

He decided to introduce more lifestyle products. He will open a cafe and restaurant next to the clothing store early next year.

"I believe most of the artists have big or small investment attempts, and there are not a few people who lose money.

Maybe the last 1% successful people turn around and see that hard earned money is better than going out to sing a song or cut a color.

Li Chen said.

"Domestic celebrities view fashion culture from the perspective of products, but we should promote fashion culture from style and content."

Ji Ming believes that this is the more far-reaching influence of star tide shop.

But at present, whether in the streets of Sanlitun or on the streets of Changle Road, the cultural impact is not obvious.

Edison Chan also knew that it would be quicker to use his reputation simply, but "I wouldn't be happy then," he said in a documentary.

"I hope one day I can open 50 to 100 JUICE."

Edison Chan is so fond of thinking in documentaries.

Maybe then, if he envisaged, "bring some foreign ideas back to China."

What is the tide card? You may have some doubts and opinions.

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