Jeans: Feelings And Commerce Are Not Contradictory.

"Cattle raising" occupies the life of Zhang Rui 1/3, but he raises buffalo instead.

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This kind of thing that turns hobbies into a career is painful and happy for Zhang Rui.

Since the 50s of last century, the blue tide of cowboys has begun to spread around the world in the center of the United States. Many young people who advocate cowboy culture regard "raising cattle" as a way to show their individuality and defend them.

The way they give fashion comes from the impact of culture, and Zhang Rui is a faithful "cattle raising" family.

As for why to choose jeans, Zhang Rui's speech box immediately opened: "turning interest into a cause of pain and happiness.

I started contacting red ear tannins when I was a freshman and began to understand the fur from ignorance, and gradually realized what Memphis cotton, Egyptian cotton and Xinjiang cotton were... And began to be fascinated by raising cattle.

However, the "cattle raising" atmosphere was still spread in a very small group of people at that time, and the price of jeans on the market was also uneven. The price of jeans was as low as several hundred to tens of thousands or even higher. For Zhang Rui, the cowboy's heavy enthusiasts, outsiders seemed to be a sky high price.

But the relatively scarce raw jeans on the market are obviously hard to meet the needs of these groups. "In 2010, I began to prepare myself to make a pair of jeans, looking for many accessories.

Supplier, the first jeans in 2011 finally appeared.

So Zhang began to wonder if he could register his own brand, and sell Taobao jeans to more like-minded friends through his own brand.

There are only 1 people in the first shop, and maybe even the studio standard can not be reached. Zhang Rui is both a CEO and a designer, a tailor and a customer service. He began to produce the original jeans specially.

After five years of development, Zhang Rui's team has grown to 30, and its annual sales volume has reached nearly ten million.

The "cattle in the devil"

The original ox is the oldest and oldest jeans, which is the origin of jeans.

Before the invention of water washing technology, the jeans produced are all primary colors, and workers, cowboys or gold diggers are wearing them as working clothes. Cowboys are widely used in their work.

Because of the instability of indigo dye, as each person wears different habits and activities, pants will fade and form many lines.

It includes the effect of whitening, the honeycomb on the back of the knees, the water ripple of the trouser legs, the cat whiskers in front, and so on. Because of the accumulation of time and the color of a layer of layers, the effect of color dropping has been followed by many cowboy fans, and this process is also known as "raising cattle".

"Even the same jeans will have very different effects." Zhang Rui pointed to the cat on the jeans and said, "it will record every little habit, every trace of time."

With the progress of technology, people can directly imitate the original cow's color and get rid of the old feeling through the process.

But for those who like jeans, there is no real "cattle raising", but there is a sense of regret that they do not come to the Great Wall in Beijing.

Zhang Rui looked at the hundreds of jeans on the shelves. He was somewhat disappointed. He didn't think he'd plunged in so much for interest, and it was five years.

"I was still at university when I first started my business. I was only 1 of my students and I was very busy when I was absent from school," Zhang Ruikai joked.

After graduation, he devoted himself more fully to the work which seemed to have some tickets.

As a young man, Zhang Rui chose to use more young people to touch them when he started shop.

For example, in some well-known social networking sites, post bar issued some posts, from science to introduction, gradually have some similar hobby cowboy enthusiasts began to focus on shops, slowly accumulate passenger source.

"To tell the truth, shops haven't been promoted so far, including direct trains, drilling and exhibition, Taobao customers, etc., and have not yet been used."

Zhang Rui explained that one shop has fewer products at present, and the other is a high price per passenger, which fails to achieve an ideal conversion rate. So shops are now relying on word of mouth among customers.

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A person's studio

Zhang Rui's shop has an interesting name, called Sauce zhan, which sounds more like selling beef sauce than selling jeans.

"In fact, the original idea was to make different jeans and get the meaning of the product." Zhang Rui said the same trousers had different prices, which had a direct relationship with the raw materials.

The jeans on the market basically use a wide door width of about 1.5 meters. The production of a pair of jeans is about 1.3 meters, so each cost is about 20~30 yuan.

But the red ear tannin fabric can be made very little in China, and with the modernization of the clothing industry, most factories are made of modern equipment, and the use of the old Belgian imported loom makes the factory with a width of only about 78CM.

"Dip a pair of jeans is to use 2.6 meters of cloth, the unit price is about 25~45 per meter, plus the Japanese imported cotton GUNZE, hardware through its own development or Japan YKK part of the mold production", which makes the cost of sauce is relatively high.

The completion of a pair of jeans, from the start version, and then tailoring, sewing, sewing is only the 10 step of sewing equipment, some special sewing equipment requires professional training and rich production experience to be competent.

The most conventional style of sauce is 14.5 ounces, some thick can reach 25 ounces, and it can stand up directly.

Although many jeans manufacturers pursue low price and fashion, they will finish the "cattle raising" process on the raw materials, wash them, wear them white or make holes.

"But this kind of action is a meaningless way for real cowboy enthusiasts, and everyone enjoys the process of raising cattle." the emergence of sauce is to provide users with the place to buy cattle.

Zhang Rui was "picky" about the products of his shop, so that he could not pass the whip on the back of his jeans. "The Argentina imported vegetable tanned leather, which is used for the back side of the sauce, has the advantage of being worn out and worn like trousers. But if you bask in the sun and smear the horse oil, it will turn brown into brown."

The complexity of the product process has indeed made the sauce products a good reputation in the industry, but it has also limited the rapid growth of the shops.

Faced with this problem, Zhang Rui has tried various ways to solve the problem. "Before trying to produce foundry, but there are so many product problems, so we decided to take the production link in our own hands" and do a heavy supply chain. There is an urgent need to solve the problem of output. Sometimes shop goods can not be replenish in time, and it is a headache for Zhang Rui to face. "Indeed, the product category is only 40~50. For a five year brand, the products are very few. But I still regard the product as a product, not a product of commercial profits, so I will slow down my pace."

Feelings and commerce are not contradictions.

Nowadays, more and more factories in China are producing red ear tannin cloth, and more and more young groups are beginning to contact "cattle raising". The popularity of the sauce in the circle has gained popularity in the circle. Compared to 2015, the sales scale of sauce has doubled.

The current customers are mostly 17~30 years old. The average price of the customers is about 300~400. The customer loyalty of the shop is very high. The new products will come to the shops, and some customers will assemble all the goods in the store.

One of the more interesting points is that although there are no female sales in the sauce shop, there are still many female customers who want to buy the smallest shop. This provides a new idea for Zhang Rui: "later we will consider making some women's money to try the water."

However, in fact, the sauce does not limit itself to the pattern of jeans. Although jeans are the main player, the product line is slowly expanded through some other products.

At present, some shirts and tops are already on the way. During the off-season, sauce will focus on product development.

In addition to the research and development of products such as light shoulder bags and shoulder bags, Zhang Rui also revealed that "in addition, this year, we will also get some new velvet clothes, re engraved military uniform and other products" for the customers.

As for the rainbow yarn fabrics imitating their stores in the market, and even some manufacturers directly buy products to disassemble and imitate the same cloth production, and then enter the market at a low price, Zhang Rui said that there is a certain trouble for the shops. "Therefore, we should pour more blood into products and designs to create our own brand value".

Now, the store has registered a new trademark of SAUCE ORINGIN, which is intended to enter the high-end custom market later, so as to expand the customer base and further establish a firm foothold in the circle.