This Taobao Store Also Has A T Dream.

8 years ago, the illustrator Tong Yun founded Taka, which was sold only by family.

Taobao shop.

But in Taka's gene, there is a fission factor that is uneasy to grow only in Taobao.

The "room" series is the first time that Tacasa has accumulated on Taobao for many years.

Single product turn to designer series.

In order to highlight the texture of the fabric, Taka Sha changed the original color jumping style, focusing on the use of delicate embroidery and cotton splicing to show the three-dimensional sense of vision.

Like Tong Yun's expectation, the "room" series has a general sales volume, but it brings another value to Taka.

In a short period of time, Shanghai fashion week has come to talk about cooperation, and buyers have also come to invite them. For a series of brands that have been tried, the channel for these designer brands to be settled has made Tong Yun happy.

Unlike many of the designer brands who first tried to do business in the store, Tacasa moved from a single product to a series, mainly in women's clothing, including men's clothing,

It has owned a Tmall store, a Taobao 5 crown store, with an annual sales volume of over ten million yuan.

The designer series will become a new starting point for Tacasa.

Amoy brands born in illustration

Tong Yun's illustrations, inspired by life, are the origin of Taka.

In 2006, the first job graduated from Tong Yun University was the illustrator.

In his spare time, he made these illustrations as stickers, posters and so on at the weekend market.

Soon, the young people gathered in the fair gathered their popularity: someone bought his product, someone wanted to take a photo with him, and a businessman came to find him to buy or cooperate with the product.

Market harvest let Tong Yun have confidence in Taobao shop.

A year later, he resigned and specializes in Taobao stores.

At that time, the product was very simple, and made several T-shirts with the existing illustrations.

From design, rack, customer service to package express, all of them are completed by Tong Yun.

A cloak designed after half a year has impressed Tong Yun.

Compared with the original T-shirt, the design and production of cloaks are relatively complex. They are also styles that ordinary brands will not try, but they start the changeable design style of Taka.

In 2010, Tacasa's product structure began to enrich.

Farewell to the era of selling t-shirts alone, the new rhythm increased from 2 months to 2 monthly, with up to 40 items per period.

Two years later, Tong Yun's wife bird joined Taka Sha, Tong Yun was responsible for the design, and others were responsible for the birds.

The team slowly evolved from one person to more than 30.

In 2013, Taka sands officially registered its brand and opened Tmall shops, and Taobao stores were renamed "Taka Sha Earth Store".

"Tmall shop's original intention is to brand operation."

Tong Yun told costumes that there was no intention of dividing the two shops for the time being. They should pay attention to the allocation of goods only when they were promoted or new.

From the data, Tacasa's single sales volume remained at about 300, and the customer unit price was 300 to 500 yuan, and the rate of repeat purchase was as high as 70%.

It can be seen that Taka Sha is not a successful shop that relies on the amount of money to be taken. Even though thousands of single sales have been common, Yu Taobao still has his own rhythm.

Pluralistic attempt

"Why should you choose your design?" this is the question that Tong Yun asked himself most in every design.

The attempt to diversify has always been the design concept advocated by Tong Yun.

For example, Tacasa's product structure, in addition to women's wear, men's wear, children's clothing, and each episode of inspiration elements, designed hat, sticker, cell phone shell, umbrella, socks and so on.

In order to match the new time of Taka's compact, Tong Yun's design is also being organized.

Usually, Tong Yun will find inspiration from every detail of life, and record these inspirations and accumulate them into every series of elements.

It can be a family dog, a cat, a nice movie, or an interesting building.

Tong Yunhui arranged every source of inspiration that could be made in series, and designed and grabbed the design elements and material of the fabric according to the characteristics of the inspiration source, and then matched the material on the shelf time.

Take the "Alice series" as an example, use the original design of rabbit, house, forest, girl and other pattern elements, combined with fabric, cotton shirt and so on to show interest, and find models to make short films according to the plot, and put them on LOOKBOOK, micro-blog and WeChat for publicity.

On fabric, Tong Yun supports designers to try different fabrics, but still needs to consider the cost within a certain range.

For example, two fabrics that can express the same effect should not be superstitious in winning the highest price.

"If only the superstitious fabric is high, it will be unreasonable for the price to go up straight."

Tong Yun emphasized.

At the same time, designer training also needs time precipitation and appropriate decentralization.

Taka Sha has 4 main designers, and is basically the first job in Taka, the longest one has been 5 years of cooperation.

At present, Tacasa's designers are split up according to fabric, accessories, etc., in line with Tong Yun or independent development series, and do well in the field of expertise.

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Tong Yun tries to give Tusa a more compatible brand tonality and try to make subtle changes in style between every series.

For example, after a series of fabrics full of chiffon, yarn and other fabrics, it is followed by a series of sports.

3 years ago, the birth of Tong Yun's daughter gave him the inspiration to make children's clothes.

Children's clothing has become a hatchery brand in Taka, and will start shop this autumn.

Compared to men's clothing, children's clothing incubation costs and labor saving.

First of all, the design is ready-made, just to make women's clothes suitable for children's wear.

Secondly, children's wear is a popular product in the series currently tried. Most fans who have followed many years have children and can make a natural pition.

T's dream of Amoy brand

In February of this year, Tong Yun and designers began to prepare for the "room" series, which was not formally put on sale until June. There are two worries of Tong Yun: whether the design of the style span is obvious and the price of the original guest is more than a single fold, will it satisfy the existing fans?

Tong Yun introduced that the reason why designers series is different from the ordinary series is that designers series are the products that can best reflect the designer's desire to express their design. They can ignore the market reaction, do not consider the needs of the public, or even ignore the cost.

For a long time, Taka has never set aside the choice of fabrics, and has precipitated a number of excellent suppliers for it.

The "room" series can be shaped, and high quality fabric suppliers play an important role.

In the "room" series, the designer mainly uses the processing method of salt shrinkage, which is applied to cotton and linen fabric processing. It shows significant shrinkage and shrinkage phenomena, showing diversified three-dimensional patterns, and local shrinkage special shrinkage effect.

Salt shrunk fabric is a technology that Japanese manufacturers are good at. It is made exclusively for Japanese fabrics, printed and collaged, and the price is higher than that of ordinary fabrics.

If it is not for a long time, the product quality of similar products can not support the minimum quantity of fabric.

But in the face of Taobao and Tmall shop sales are not good, "room" series, obviously a little acclimatized, Tong Yun is optimistic, "good supplier support, we have ideas, do it to find suitable channels to talk about the next cooperation."

This is a problem faced by every designer brand after being launched.

From the product of designer brand, on the one hand, there is instability in hand making. On the other hand, when choosing fabric, the principle of cost is not considered, so that it is not too competitive in price.

Tong Yun said frankly that doing a good job in Taobao mode can help him make profits and lay a foundation for popularity, but he and his designers still have a dream of T.

This can not help but associate with the designer brand MSMIN, which also started with Taobao.

The designer Liu Min started to get popular with Taobao stores and designers, and then entered the high-end buyer shops such as the pillars and the Shanghai Lane Crawford, and eventually went to the international market.

Compared with Liu, the development path of Tong Yun and his Taka desert is relatively solid and deeper.

He is trying to increase the brand power by opening up the price and design of the mass market. He is not eager to try to make a bigger leap. Instead, he tries through a series of ways, and tries to reach the ultimate goal of takassa again and again.