Vega Zaishi Wang Is A Designer Brand Growing From Niche Market.

If you want to design an adjective for Wang Shi Shi, it should be "tough".

Her personal brand, Vega Zaishi Wang, is clear in style, neat in cutting, cool in color and clear in outline of her shoulders, borrowed from men's wear.

Another story can be verified: it was 2009 years old. Fan Bingbing had just become "Fan Ye". During her time in filming studio, she met the man who was playing with clothes next door.

After passing through the picture album, Fan Ye bought Wang in a whole series.

Now, in the past few years, Vega Zaishi Wang has entered more than 20 buyer stores, operates a direct store in Beijing's old Buddha's department store, and owns an image store in Suzhou Xinguang world, covering Beijing, Nanjing, Xinjiang, Mudanjiang, Shanghai, Nanchang, Shenzhen and many other markets.

The "Ye" spirit was also found in the girl Wang Zaishi after 85.

At the moment, she is sitting in the studio of a small courtyard attic in the moon Hutong, Beijing, and talking with the visiting guests. The tattoo on the cuff is slightly concealed in the black cotton suit, and the hat is covered with black short hair that has been maintained for many years.

The germination period of independent designer brand is often very long. After finishing school, some people are groping for growth in the success or failure of competition, others go to group brand to accumulate experience first.

This is the choice of most people, a little careless, a few years passed by.

Wang chose to design clothes as a career, like fatalism.

For example, the English name Vega, which was taken off by her father friend, was found to be Vega after many years.

"When I was a teenager, I knew I wanted to be in the direction of design, and I preferred to make things, and the tutor said that clothes would suit me."

Wang recalled at the real interface reporter.

Wang Zaishi grew up in a family of engineers whose parents studied light-emitting diodes and semiconductors.

At the age of 8, she went down from Liaoning to Shenzhen with her parents, and went to high school in England alone at the age of 16. After two years, she was admitted to the London Institute of clothing with the help of her tutor. After a year, she pferred to central Saint Martin to study women's wear major.

In his own way, Saint Martin constantly conveys a strong signal to young people who have not yet done so: clothing is a high-voltage industry, designers are high-voltage occupations, test comes from mentality, and also comes from business.

One of the ways that mature fashion houses are used to disperse pressure is to rely on effective teamwork.

When I was in the studio of Alexander McQueen, Wang Zaishi was deeply aware of this. "I helped them draft the manuscript with the most embroidery thread, because I didn't draw much of 3D.

In their team, people perform their duties in their respective fields, which makes the whole studio work very harmoniously.

It also lets me know that the first thing I want to build in the future is to build a team.

At that time, Wang Zaishi had not thought that what happened later made her understand the team deeply.

The story starts from graduation.

Saint Martin's graduation show was a student's honorary certificate. Wang Zaishi, who was ambitious, secretly made up her mind: she wanted to build an eye catching luminous cloth to simulate the faint blue light of the seabed creatures.

But she did not know at that time that the work became an introduction to her return home.

Because the production of light-emitting clothing is still very expensive at the time of the cold light, the cost of up to about 160 thousand yuan.

Wang Zaishi, who was short of money, met with the gold master. It was a traditional clothing company visited by Saint Martin from China. Wang Zaishi was the guide of their group.

After seeing Wang's shining works, he once worked as a red tailor Tailor (the first group of Western-style clothes in China, started in Ningbo and became famous in Shanghai). The enthusiastic boss decided to sponsor her, but the condition of exchange was that after graduation, she had to go back to China to avoid the brain drain.

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The promise was made, and after graduation, Wang returned to China in real terms.

"But after a month's work, I found it finished, because her brand is making clothes for women aged 45 to 65 years old. This is not what I'm good at. If I continue to stay in an inappropriate environment, I'm afraid I will forget everything Saint Martin gave me."

Wang said in fact.

Wang Zaishi asked for leave and insisted on that decision.

After she resigned, she searched the independent Chinese designer on the Internet, and the webpage of Shangguan zhe first jumped out.

This jump changed her trajectory.

"I sent an email to him and asked what the independent designer's living environment was like in China, and sent it to him.

He came back quickly and said, "come to Xiamen."

Shangguan zhe described his studio in Xiamen with great compliments, and let Wang set the next stop in Xiamen.

In 2008, Xiamen was still quiet, and there was no wave of fire in China at that time.

At present, SHANGZHENG Zhe, who was quite successful, had just set up a brand name for two years at that time, and everything started. Xiamen is still a spiritual garden different from big cities.

The meeting in Wang Zaishi's memory was filled with clean sea flavor and pure ideals.

Maybe Xiamen is very beautiful. Maybe it was a good partner. Wang Zaishi decided to stay at the moment. It lasted 10 months.

In the studio of Shangguan Zhe, Wang Zaishi registered his brand and made the first series, and when she took the first work to take pictures in Beijing, the story of Fan Bingbing began to take place.

The unexpected unexpected recognition gave young people great encouragement, and this also made Wang Zaishi, who has always been a clear target, understand that compared with Xiamen, where Beijing is located, the resource concentrated city is like a loudspeaker, making the influence of the brand can be expanded hundreds of times here.

In September, 2009, she decided to move to Beijing in just one night.

She did not forget the plate maker and the sample designer in Xiamen, the first three people in Vega Zaishi Wang.

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Three people found the two room and one hall of Jian Wai Soho, the hall as the showroom, the two rooms are the version room and the sample room respectively. At night, two masters and one Wang Zaishi slept on the floor.

Wang Zaishi thought that starting a business should be hard.

"Beijing has such an ecosystem. In the early years, I often went to see the performance of underground band friends. At that time, people always said," Vega, you are really nothing. They are all suffering like that, and they are shaking like crazy. "

Wang said in fact.

In the past 6 years, Wang's real brand team has begun to take shape, from the initial 3 to 25.

6 years ago, there were not many Chinese independent designers who knew how to launch the series. After 6 years, the names that were familiar with each other were numbered, and countless people were joining in.

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The market has changed, such as "pillar" and "moss", which have been selling blowout shops of Chinese designer brands in the past two years, providing consumers with more choices than foreign designers.

"People are beginning to know who you are and what you are good at, such as the quality and workmanship that our family recognizes."

Wang said in reality, "although the customers are mainly middle-aged women, the definition of consumer groups with age has begun to be difficult, as we are getting more and more brave and young newcomer."

In real time, Wang will turn to the brand in 2013.

Because the brand bitter BITA day was slowly improving after three years in Beijing. At that time, she moved her studio from Jian Wai Soho to the old alleys and began to expand the team.

"On the basis of good products, we hope that we can talk about the terms on an equal basis, and hope that the other side will handle our order by buying goods instead of consignment.

Only in this way can we share the risk of brand.

Wang Zaishi said to the interface reporters, "and if retailers do not take risks, they will not work hard to make achievements."

As market reaction becomes more and more active, people start to knock on the door.

Among them, Vega Zaishi Wang Wang has expanded fastest in the two or three tier cities, and the works of independent designers have been attracted by some emerging buyer stores, as well as the traditional channel dealers who have previously represented "exceptions" and "Su ran" brands.

And in such shops, the VIP system is relatively perfect, and this is also a great number of loyal customers.

Depending on the designer's personal characteristics and positioning the high-end, the Vega Zaishi Wang is growing from niche market.

Such brands want to get sales promotion, often need the stimulation of channels.

So Wang's first team was sold.

She came to the sales director to do luxury goods, and master many shopping malls channel resources.

The new director's rich business experience helped Wang Zaishi open the channel, and also knew how to win for the brand when negotiating with the retail store.

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The fastest time for studio expansion was in 2014 - this year, Vega Zaishi Wang Wang entered a store in Beijing.

Entering the comprehensive department store and entering the buyer's shop, the more popular customers make the quality inspection, operation, marketing and so on become complicated, and the opening door to the market also raises the requirement of the brand image and the consumer's fit.

Not only Vega Zaishi Wang, but actually most of China.

In the past two years, I have come to a turning point in my career.

Shanghai fashion week and Beijing Fashion Now are getting bigger and bigger.

But the excitement is only superficial. Wang is clearly aware that the industrial chain of China's clothing market is still missing.

"Designers, production, procurement, media promotion and terminal sales are separated from each other by the five links, so small brands like us will build their own industrial chains."

Wang is realizing the last two links in the chain that is busy and plump.

In the early days, too much energy was spent on product design and sales. Vega Zaishi Wang now lacks a marketing and public relations team.

Although she launched a marketing project called In Love Again in 2014, she found five pairs of soul mates she knew around her to inspire consumers to think deeply about brand spirit after spending money.

But nowadays, such independent planning has been very few. With the increase of the number of stores, Vega Zaishi Wang can only devote a limited amount of energy to cooperative marketing between buyers and buyers. Through joint exhibitions, consumers can understand the brand more directly in the terminal market. This is also the way that many independent designer brands will adopt at this stage.

The retail price is between 4000 and 10 thousand yuan. In order to make the brand reach the consumer group with different mainline, Wang, who has team support, launched a cheaper "white label" in 2014.

"White label will have knitting line, jeans line, chiffon line and so on, it will be more suitable for young people."

Wang said at the bottom of his business that he pulled the cotton clothes on his body. "I don't have any down garments. But after we had the market in Mudanjiang, people began to wear down coats in 10 months, and how to rely on coats."

At present, 60% of the buyers of Vega Zaishi Wang cooperation have subscribed to white label.

In fashion management, sub cards can often become the main source of brand revenue because of the fact that the price is close to the people, the design is more in line with the market trend and so on.

This is what Wang really wants, because she still has a lot of things she wants to do, such as bags, shoes and other accessories. The category will develop along with the maturity of the overall image of the clothing and brand, and all these need capital.

At the same time, the growth of the team also made the girl who used to make a night's decision learn some compromise.