Every Single Item Needs To Be Taken Seriously.

Thematic antecedent

The story description of baby and the distinctive way of shooting enable jasmine and Fu Su to take the goods to the original and become the brand that sells tens of millions annually.

Even if the rhythm is fast enough.

Having a good product design can still slow you down within a reasonable range.

Compared with the operation of the electricity supplier, the two sisters use the way of story telling to give each product a bonus by shooting, copywriting, etc., so as to deepen the three-dimensional sense of product design and help fans understand the product better.

"Anais is a common female name in France, and its charm and elegance make this name particularly attractive."

This sentence, which appears to be a name, comes from a description of the Taobao's original women's wear brand "jasmine and Fu Su", called "Ai Si Si", which shows the designer's inspiration.

This brand only sells skirts. Apart from the detailed description of the baby, each skirt has its own name and a distinct story.

Behind every dress with a story is a pair of flowers.

In 2011, Tong Hua and his sister Yao Tong founded Taobao shops with interest, named after two people, designed products and acted as models.

The tone of the brand often comes from the temperament of the founder, especially the women's clothing brand.

The theme of the product design, story telling baby description, as well as the distinctive way of shooting, so that jasmine and Fu Su from the goods to the original, become the annual sales of tens of millions of brands.

Fans from Pu Mei to Sen female interest

Before she founded jasmine and Fu Su, she took pictures of the birch fans at the advertising agency. She put the photos on the bean paste and was active in the discussion group.

The days of mixing bean petal accumulated 4000 original users for jasmine and Fu Su.

Yao Tong, a graphic model, has become the most popular model in his elder sister's lens, and his sister's style is also concerned.

"Some people are concerned about my photos, and others are interested in our costumes."

Tonghua recalled more and more people who asked about clothes. She went to the market to get goods to sell, and opened Taobao stores to facilitate the purchase.

Compared with her elder sister, Yao Tong's personality is more lively and lively.

She ridiculed himself as "Pu Mei", which is a general term for girls who like to go to nightclubs in Guangzhou dialect.

With busy work and fewer times to go to nightclubs, she studied filming with her sister at home.

Tong Hua's style of photography has been influenced by the Japanese women's style. Yu Aoi, a Japanese actress, is a representative of the woman in the heart of Tonghua.

In order to cooperate with her elder sister's filming, Yao Tong took Yu Aoi as an example and began to study how to interpret the female wind from the aspects of makeup and posture.

At that time, it was still in the upsurge of "stick bar culture".

Yao Tong took the theme of "from sister to daughter" as the theme, and moved the research process to the post bar. After a year's post, he got nearly 3 million hits. Yao Tong's personal micro-blog got nearly ten thousand fans, so the store received more attention.

The number of fans in the two shops gradually overlapped and the business gradually stabilized.

Yao Tong recalled that the frequency of taking delivery changed from once a month to once a week, and the quantity of a single item of 10 pieces was easy.

At this point, they began to seriously consider the operation of Taobao shop, and formally resigned and started business.

Interestingly, at present, the collection of jasmine and Verso shops is close to 900 thousand, but only 30 thousand of micro-blog fans.

Tong Hua explained that after gathering the popularity from the social side, he devoted all his energies to product design and did not deliberately attract the attention of fans to himself.

Some highly viscous fans were attracted to Taobao shops and converted into micro-blog fans.

"Micro-blog fans are the most willing to communicate with us, we use micro-blog for efficient old customer maintenance, and can play a positive role in the brand."

Child birch stressed that although jasmine and the micro-blog can not be directly converted to purchase, but can help to shape the brand image, but also a direct bridge to communicate with the core fans.

Next, she will gradually strengthen the operation of shop micro-blog, but always insist on guiding fans to focus on products.

Original design has more vitality

The experience of the advertising company has made her brand awareness deeply rooted. Therefore, even Taobao shop, she hopes to be able to make a distinctive brand.

Under the influence of Sen's style, jasmine and Fu Su's product positioning also revolves around the Sen system, and gradually joins in their own style, and develops the elements of the Chinese wind in the Japanese sages.

"Our style is changing all the time, but it is a small scale attempt."

Tonghua emphasized that the first original design in 2013 determined the final product positioning of jasmine and Fu Su.

At this point, Molly and Fu Su also changed from taking delivery to homemade, and began to try original design.

This product, called "green silk and cicada", is based on the improvement of cheongsam style. The green silk and Zen wing are distinguished from mint green and lotus root pink, and the plucent silk silk fabric is added to increase the sense of elegance.

"Although it is not verified in sales, strong product style allows jasmine and Fu Su's brand tone to be determined."

Said Tong Hua.

"Green silk and cicada" became the brand image of most of the fans who knew jasmine and Fu Su. Through the continuous interaction and payment of micro-blog, three major product lines were gradually formed. They are: the "Guofeng Sen series" based on the improvement of traditional cheongsam, the "retro Sen system" mainly based on cotton and flax and loose ancient design, and the "theme series" with the story first.

All products are skirts.

While carrying out the original design, jasmine and Fu Su have outsourced the two most favorite teams of customer service and storage, which not only improved the problem of losing parts and customer service, but also wasted energy on designing products.

At present, there are 18 people in the team of jasmine and Fu Su, whose functions are divided into products and operations.

Take the design department as an example, including two founders, 4 designers, print masters and car planner.

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Take the theme series as an example, design inspiration comes from all aspects of life, and movies, characters or destinations of travel can be the themes of design.

Usually, the two sisters will each lead the designer to make different designs, and they can be distinguished in different seasons or themes.

If there is an arrangement to collide with the subject, then service shooting is a priority.

In the design process, from the drafts, the printing plate, the big cargo to the photography and so on, each link will carry on the screening of the product elimination, the sisters will personally check.

"A product has been filmed, but it is still unsatisfied because it is not satisfied with the color."

Said Tong Hua.

An interesting example.

In April, there were only three products in the new Guofeng's "pine and plum" series, supporting 2 million of sales.

Tong Hua believes that even if the fast-paced electricity providers are not fast enough, having good product design will still allow you to "slow down" within a reasonable range.

In contrast, the pursuit of quantity update speed, good design can make the brand more vitality.

For the first time in the past three years, the "green silk" and "cicada wings" have been forced to get off the shelves because they can not find the same fabric, but they still have plans to reinstall the shelves.

The best selling style is not in jasmine and Fu Su.

Opening the page of "enter the shop must buy" of jasmine and Fu Su, the sales volume of the products in 2014 is also rare.

Every single item needs to be taken seriously.

"Wear skirts to eighty years old."

Every girl who buys jasmine and Fu Su will receive a card printed with this slogan.

Compared with the operation of the electricity supplier, the two sisters increased the stereoscopic feeling of the product through the way of story telling and shooting, and helped fans understand the products better.

During the delivery period, the two sisters named each product. Yao Tong was responsible for filming, and the corresponding copy was made to make the product lively.

By the end of 2014, the design ability of the team was able to cover almost all products, and the keynote of filming and shooting could also be arranged from product design.

However, this is still a time-consuming and laborious task.

At present, the new rhythm is divided into big new and small new.

Usually, the new period is two to three months, and the number is controlled by about 20. With the help of travel photography, the series will be distinguished according to different destinations.

For example, the recent French Tour took place mainly in the restoration of ancient times.

In the winter of 2015, the two sisters went to Russia with seventy new products, while shooting while traveling.

But beyond the expected low temperature climate and the long distance of shooting locations, the whole shooting time is compact and the process is chaotic.

"Recently we went to France to shoot, because we invited a professional photographer to cooperate, and did a detailed preliminary planning, and we finished shooting in 3 days."

Tonghua realized that the development of the brand not only made the tour patting an indispensable link, but also needed to make advance planning for the shooting, especially with the professional photography team.

The new cycle is small once a month, and the quantity is controlled within 5 sections.

At this point, the role of copywriters has played a significant role.

Take the "pine and plum" series as an example, the three products represent pine, bamboo and plum blossom respectively.

In addition to the echoes of the background, the two sisters also found a part-time product writer who had the Chinese character to match the product story.

Today, jasmine and Fu Su have formed a relatively mature team. Because of their outstanding personal style and distinctive brand image, many net red incubators find Tong Hua and seek cooperation, but she is still watching, hoping to be able to precipitate products in the torrent, rather than individuals.

"Net red economy is the direct realization of personal charm, but I think the ability to maintain your customers' passion for products will ultimately depend on the product itself."

Tong Hua emphasized that although he himself was a model, design was the force that penetrated throughout the whole life, which is the personal charm of the sisters.