The Survival Status Of A Taobao Fashion Designer Brand, How Does It Break Through?

Designers are not all stereotypes. They do not need a cigarette at night.

When the new product is new, heir is still working with small factories to produce small quantities, but for those who are hot and want to increase production, they are very quick.

The flexible supply chain "Sinbad" cooperate.

Hal thinks that such a situation also represents a large part of the survival of the designer brand, which can survive, but neither scale nor flow volume can be achieved.

At the beginning of its creation, with its bold visual system and slightly exaggerated clipping, the original brand Hiro was easy to survive in the art store with small designer brands, and Taobao shop had a monthly sales volume of more than 20000 a few months after its opening.

Two years later, this figure is already the one or two day sales volume of the shop. Kang Xiaoguang is obviously not so satisfied. He told reporters, "we can keep the team running, only we can survive."

For Hal trouble, after the design and finished products were endorsed by a small area, how to further scale has become a big problem. How to get the flow, the rules and so on have become the problem that this small team does not know how to start. It can go all the way to the founder's personal ability today.

This may represent the current anxiety and confusion of many independent designer brands.

Design is a self expression.

As early as in 2006, Kang Xiaoguang, who was still a graphic designer, combined with his girlfriend of fashion designer to launch his own clothes.

This idea did not really begin until 2010. They sold the finished products to designer buyer shops, art shops and designers' stores with the brand of "Hey Er iamkokoni".

Imakokoni is the English pronunciation of the Japanese language at this time and place. The inspiration of the name comes from Ai Weiwei's book "here and now."

"Clothes can't change anything, just to please themselves."

Kang Xiaoguang said that they were good at integrating graphics into fashion design, and their style was also very visual impact. Soon there was a stable customer base. The monthly consignment volume was relatively stable, so there was no need for big investment and sales turnover. In less than a year, it set up its own studio.

Now the studio is located in the grass Yard Art District of Beijing. Red brick walls, wooden company cards and so on are full of artistic atmosphere. However, Kang Xiaoguang told the reporters of the world network businessman that they actually arranged a very regular work life, and designers were not all stereotyped people, so they did not need a cigarette at night to have inspiration and ideas.

"Design actually has a lot to do with what you focus on everyday."

It is precisely these step by step, so that the "Er Er" style is more prominent, and in business gradually began to be grounded.

"Like which designer, he will study what elements he likes.

Then, I want to see how technology can be implemented, and over time will become more and more experienced, and many things will become intuitive judgments.

Design is ultimately an extension of self expression.

Supply chain advanced

As design is being accepted by more and more consumers, he has started a new step in the supply chain.

At first, when the consignment shop was sold, Hal made a production of only about twenty pieces for each item. All the clothes were completed in his studio. Kang Xiaoguang was designed to select the fabric that was suitable for the design effect. Then he handed it to the master and the sample master, and Kang Xiaoguang made the improvement and production according to the actual garment.

Therefore, from the beginning, the studio played an important role in the supply chain of Hal, although not many members, but a variety of functional links: design, editions, samples, quality inspection, customer service.

In the original designer brand, this is relatively a relatively heavy operation mode, and many similar brands often retain the function of design only, and all other sectors are outsourcing.

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When sales on Taobao gradually rose, the studios themselves were not enough to cope with all the needs. Kang Xiaoguang began working with a small factory with only five workers in Beijing.

This is due to the introduction of friends, on the other hand, because of the limitation of the designer's brand, it is difficult for Dachang to give its flexible space and time. The advantage of small factories is that almost all the output of cooperation with Hal is enough to maintain their livelihood, the conditions in various aspects are relatively relaxed, 35 can be done, and one hundred can be done; after sales, customers can also feedback their opinions to factories and make timely improvements, which are impossible to achieve in large-scale factories that are standardized and standardized.

But the role of the studio is still important.

"The factory is only suitable for standard parts production, but if you want to make original clothing, from the edition structure to the original structure.

There are many random factors to deal with the fabric. "

Kang Xiaoguang said that they are doing a test of clothes repeatedly, "if there is no studio, the factory can not do experiments for you repeatedly."

Two years later, the production capacity was once again in the breach. The small factory was unable to meet the production of some of the best sellers, and it would soon be stretched to the limit of five hundred or thousands of orders.

In this regard, Haer also launched a supply chain step by step, the solution is: when the new product is new, or with small factories, small batch production, and for those who are hot and want to increase production, through the very new flexible supply chain "Sinbad" cooperation.

For Kang Xiaoguang, the main attraction of Sinbad is not that it can rival the rapid reaction of ZARA, because the two sides are still in the running in stage, and the production cycle is also longer than a month.

Kang Xiaoguang said that the fabric of a garment has a great influence on the final garment effect. Before that, he spent a lot of time looking for fabrics.

After cooperating with Sinbad, he only needed to send his sample clothes, and finished the work of purchasing fabric by Sinbad. Then he calculated the cost, the proofing and the final offer. The whole process was fairly smooth. It also solved the problem of the expansion of production capacity in the growth process. The two supply chains made the rhythm of the production terminal very flexible.

How to break through the bottleneck?

The design and supply chain are gradually on the right track, but the operation is an obvious short board. Kang Xiaoguang is also anxious. "Now the state can be maintained, but it is very difficult to break through."

On the one hand is the grasp of the new rhythm.

Ideally, the new amount of hare's new support can support every day, but it is difficult to achieve in real operation.

Kang Xiaoguang explained that starting from the links of models and photographs, the rhythm is easy to get out of control, and then easily disrupt the whole rhythm.

Kang Xiaoguang also reflected on the problems. He said that there was no coherent operation, such as clothes, photographs, drawings, details pages, etc., all round and optimization of details is a big project.

In addition, an important part of the electricity supplier is traffic. Here, he admitted, hey, the current team is still confused about how to get the traffic step by step.

Without proper staffing, it is obviously not a clear account.

On the other hand, the large influx of activities in the past is often not precise enough, and it also affects the final pformation, which makes it difficult for Kang Xiaoguang to decide how to break through from the present stage.

He believes that such a situation also represents a large part of the survival of the designer brand - can survive, but no matter from traffic or turnover can not reach the scale.