CHIC: Gold Label For Personal Consumption

In the hot summer streets of July, Xiaomei, a 90 year old man, likes to wear hot pants and shoulder straps and walk under the bright sun without a sun umbrella. This is a young capital for her.

Xiao Yang, her classmate, likes to wear big LOGO T-shirt and slim pencil pants. Even if he is sweating, he doesn't show a little skin.

In their view, the style of each person on the street represents an independent personality. Like plastic surgery, injection and laser can create different effects.

An undeniable situation is spreading, and consumers are more willing to dress up than ever before, but they should have personality rather than Datong.

No wonder there is a brand sentiment: "trying to persuade this generation of consumers to open their wallets is much more difficult than before."

"In the era of personalized consumption, if we still produce according to the traditional large-scale standardization, we can only fight price war at last."

Zhou Xianxiong, the founder of impression Utopia, said, "only when we focus on developing good products and competing against differentiation can we have room for development."

When people's consumption psychology is from the past comparison psychology, "you have, I also have", turn to "you have that, I want this", more and more brands change products in order to adapt to the market, giving birth to personality consumption psychology.

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Because it's different, so it's popular.

"We will pack many backpacks in our life, but not every backpack has a story."

Seeing this, the ear seemed to reverberate with Eason Chan's well-known "your backpack", giving people instant impulse to buy.

They not only have stories, but also colorful colors, exquisite workmanship and exaggerated imagination.

The leather Utopia brand "impression Utopia" from Guangzhou has broken the impression of dull and dull leather with its creative design different from other leather products.

No wonder

2017 (spring) exhibition, it has become a star like existence.

According to Zhou Xianxiong, since the launch of the market in 2013, the company has doubled its sales volume for three years in a row.

"Most exaggerated, our exhibits and booths are bought by a real estate developer. It should be a miracle at the exhibition."

BOBO&TOTO, a children's clothing brand from Jiangsu, is also loved by the new generation of parents with exquisite style and design sense.

Take the yarn skirt, most manufacturers use hard yarn, so the skirt is very stylish, but comfort is poor, in addition to banquets, performances and other specific occasions, few mothers are willing to use it as a baby's daily clothing.

BOBO&TOTO uses soft yarn, which is more suitable for wearing, but it is rather cumbersome in design and technology.

In addition, BOBO&TOTO pays special attention to the treatment of the details of skirt, waist belt and so on, so as to give people a refreshing feeling in design.

"Every mother wants her baby to be different, so every season we will introduce some personalized designs, such as the location of the cloth, the edges of the collar, the splicing blocks, and so on, so that the clothes will not be heavy."

BOBO&TOTO deputy general manager Chen Xiumei said.

Mining personalized needs, they have brilliant ideas.

People always see others' success easily and admire their achievements, but few people know what they are paying for in order to accurately dig out their customers' needs.

Chen Xiumei revealed to us.

The secret of success: "most of our customers are young mothers from 80 to 90s. They have a certain economic foundation and have high requirements for the quality and style of clothing. Therefore, before the launch of the brand, we did a lot of market research, and grasped the current situation and tide trend accurately.

At the same time, we also communicate with designers from Korea and Hongkong to apply the most fashionable trend to design.

And the communication with Bao Ma, let us know more about the psychology of customers, optimize their products according to their suggestions, and let them have a sense of participation.

In the past, the style boundaries between brands and brands were blurred. People often rely on LOGO to distinguish them. Now, brands are starting to focus on creating their own unique styles, making efforts in product design and sense of experience.

As a newly launched brand, impression Utopia can attract so many professional spectators at the exhibition, and it is also inseparable from their efforts.

Those colorful leather products were never achieved overnight, but the results of Zhou Xianxiong and his team's constant exploration.

"We use specially blended dye water on the cortex instead of traditional strokes, which makes the whole bag very natural.

Moreover, all of our products are customized by hand, and each one is different. "

In addition to bags, the impression of Utopia has already formed a product group, leather sofas, leather shoes, leather goods and other leather products, are all members of the ethnic group.

Zhou Xianxiong set a development goal for impression Utopia -- enter high-end shopping malls.

"To tell the truth, this process is still very difficult, because we are a new brand, and its popularity is not very high, but we are very confident in our products. Now we mainly want to go out through the CHIC exhibition, which will create fame for our brand."

Fashion change, in the throes of pain

Consumers' demand for personalized products also stimulates the emergence of independent designer brands of minority style.

Li Rui has grasped this business opportunity acutely, pformed from a manufacturing enterprise to a designer's brand rear area, and provided them with perfect technical support.

"At present, there are good designers and good ideas in China, but limited by technology, cost, and quantity requirements, many of their innovative designs can not be achieved. We have seized this point and made use of our technological advantages over many years to create a whole industry chain that meets their needs through a series of processes, providing support for these personalized brands."

Xu Xiangdong, Secretary of the Party committee of Li Rui Rui, said: "our technologies such as automatic dyeing, digital printing, fabric reconstruction, ergonomics tailoring, and complex process combination are all at the top level in China, and we are still improving and will do better in the future."

Xu Xiangdong believes that in the new round of domestic consumption upgrading environment, consumers' expectations for personalized consumption will only continue to rise. The popular products will gradually be carved up by market segmentation, which has brought impact to traditional enterprises with customary standardized production, and pformation is imperative.

"Of course, reform is a combination of opportunities and challenges. The investment in the early stage of the enterprise will be huge, especially in terms of technical input, and the cost is long and the enterprise must be well prepared."

Chen Xiumei's view coincides with Xu Xiangdong: "on the one hand, enterprises have their own adhered to many years of ideas and styles, change really takes a lot of courage, and also requires enterprises to think carefully.

But if the enterprise has already encountered a bottleneck period, it is very important to study the needs of the current customers, including your design, products, ideas and so on, all need to adapt to the trend to make some changes.

If we keep the clouds open and see the moon, we will experience the pain of pformation.