Di Su Fashion Finally Came On The Market - Ma Minrui'S Small Shops In Wenzhou To The Growth Of Billion Women'S Clothing Company.

In June 23rd, China's high-end women's clothing company, di Su fashion, finally succeeded in striking the bell after twists and turns.

In 2002, the high-end women's clothing company set up in Shanghai once made people think young.

In fact, before 2002, it has been developing for 10 years in the clothing industry of Wenzhou.

In 2002, it was also an important year for the former and half life.

Before 2002, "Di Su" was a typical family business in Wenzhou. It gradually developed through "blood and blood".

In 1991, Ma Minrui, the head of local Di Su, was also a TV host.

When the family allowed private enterprises to develop, the family used a courtyard in their hometown to open a clothing store. The name of the shop was the name of Ma Minrui's mother-in-law, ye Tianxue.

Ma Minrui, who is now the master.

With its novel style, high quality and fair price, the shop has developed rapidly.

As the business grew bigger and bigger, the company gradually stepped onto the right track, and established Wenzhou Li Gu Garments Co., Ltd. and Zhejiang Li Gu dress Co., Ltd.

By 1999, through the concerted efforts of a family, the company already had more than 300 employees and sold about eighty million annually.

During this period, the company also accumulated a lot of industry and human resources.

During the period of "Li Gu", the company had the company's core with "design capability" as its core.

Enterprise investment in design talent was the largest in the industry at that time, and even once mocked by peers: "Li Gu" is a fool who spends a lot of money to make designers famous.

But truth and success often lie in the hands of a few.

From 2000 to 2001, Li Valley launched three fashion shows named "Li Sao", "scared Valley" and "Li Pu" in Beijing.

The designer, Qi Gang, acted as director at Li Gu.

This purpose has played a key role in the development of land element, and has been carried out by enterprises.

But in 2000, the development of enterprises still encountered bottlenecks.

At that time, the site of Li valley was located in Wenzhou. The competition in the local garment industry was extremely fierce, plus technical problems, and so on. The company's performance reached the ceiling.

Later, for the better development of enterprises and brands, the company made a decision to change the fate of Shanghai.

After 2002

People always say that they prefer to cook chicken heads instead of phoenix tail.

But I don't know that Phoenix can be reborn into Phoenix through development, and chicken head will never have such an opportunity.

The same is true for the earth element. If you persist, Li Valley may become the "clothing chicken head" of Wenzhou, but Shanghai has the unlimited possibility of making the enterprise a Phoenix.

In 2002, Wenzhou's company moved to Shanghai and set up Shanghai Dai Lai Garments Co., Ltd., the predecessor of Di Su fashion.

In this regard, di Su has opened the way to success.

In the international stage of Shanghai, the new faces have been lost.

The relocation led to the loss of a large number of employees and franchisees at that time, but fortunately, with the core competitiveness of "design capability", it quickly stabilized.

After that, earth can develop step by step through its own development.

First, confirm core competitiveness.

The success of a brand must be inseparable from its precise market positioning.

Earth element is a typical case.

Since its establishment, it has established the clothing route -- high-end fashion women's clothing.

With the increase of people's income and the improvement of living standards, clothing is no longer a mere "shame" function. People pay more attention to brand value and fashion level.

As for the fashion level of clothes, di Su has always insisted on using his own designer.

As early as the shop or "Ye Tian Xue", Ma Minrui personally designed clothes and got the good impression of local customers.

After the establishment of "Li Gu", the investment in design talents has never been reduced. Qi Gang is the best among them.

To date, there has been a team of 172 experienced, energetic and innovative designers and researchers who have both international fashion sense and localization aesthetics.

Always let the clothes of the earth go at the forefront of fashion.

Two, high quality celebrity endorsement

From the beginning of fashion clothing development, celebrity endorsement is always essential.

As a representative of the high-end women's clothing, the star invited is more of a sense of temperament and more conforms to the brand idea of Di su.

Lin Chiling, Song Jia, Wu Mochou, Ninna Dobrev (Nina Dobrev), Ni Ni, He Sui and other fashion celebrities at home and abroad have worked with land.

In the 2016 "Dear plator" in the popular TV drama, the black and white cloak overcoat worn by the big power and the DIAMOND DAZZLE woolen coat are also the local brand.

In 2017, Na Ying joined hands with DAZZLE FASHION to create a personality brand NA BY DAZZLE. Every single item had a strong personality and a strong modernist style.

Three, brand differentiation covers different target groups.

Under the banner of Di Su, there are three core brands: DAZZLE, DIAMOND DAZZLE and d 'zzit.

Although they are the main high-end crowd, there is still a slight difference.

DAZZLE is the main brand of the three brands, positioning in the more fashionable young girls; DIAMOND DAZZLE positioning high-end.

What is exquisite is to treat fashion with the spirit of craftsmen; d 'zzit is the aggregate of fashion and fashion elements and is at the forefront of the trend.

Ground based on customers and

Demand, identified brand positioning, and subdivided the crowd, covering all the high-end people aged 20 years old -50 years old.

It not only lets the earth element develop in an all-round and balanced way, but also avoids the risk of competition in a single target market.

Accurate brand positioning, fashion trend clothing, big name star's blessing, let the earth element go to success.

By the end of 2013, there were more than 800 shops under the line of Di Su, and a close cooperation with many chain businesses.

In the three years from 2014 to 2016, the net profit of TSE's fashion was close to 1 billion 500 million yuan, and the gross profit rate remained above 70%.

At the same time, the company's net assets yield (ROE) reached 62.16% in 2016, and its profitability was strong.

Until now, earth element has been listed successfully.

Today, the real estate industry has only been established for 16 years.

Act as

The younger generation, however, was successful in the market when the performance of other brands shrank.

Its success is by no means accidental.

Face

The industry's big cake, the president believes that the clothing industry in the future will have more and more enterprises and brands listed, or stronger and bigger.

But such an opportunity belongs only to those who believe in the beautiful industry, and absolutely nothing to do with complainants.