Brand Index: Witness The Growth Of Chinese Designer Brand

Brand index: witness the growth of Chinese designer brand

Lin Jian: Shi Tang is the first Chinese fashion designer brand showroom. Our buying shop system in China was launched at a time of ignorance, and caught up with the meal.

"Time hall" will be ready for 5 years. Before, I was a fashion columnist. It was in the year of "time hall" that I decided to write the pen. I firmly chose the latter among "respected media teachers" and "expelled businessmen". Because, in the days when China's independent designers are on the flag, they feel increasingly powerless. In the name of fame, the business foundation of those designers is extremely fragile. Then grow up with designers and friends instead of talking about business seriously.

"China's first showroom"

"Time hall" is a designer brand exhibition. In other words, it is the designer's clothing brand, together with the order of the platform. God knows, so the traditional business model, not only a single shot, to today, but also can be bigger and bigger. In fact, the initial decision was somewhat hasty.

Before the Spring Festival in 2014, I visited men's clothing designer SHANGZHENG Zhe and shoe designer Kim chin Luo in Paris for showroom in Paris. Shangguan zhe plans to display this series in the fashion week of Shanghai in April. So I asked two designers why there was no such showroom in Shanghai because no one was looking for it.

Back in Shanghai, we began to raise the matter and plan to push the "time hall" formally during the fashion week in Shanghai. The development of things is surprisingly smooth. The original idea is just to pull together seven or eight familiar designer friends to share a space and face the buyer's shop customers in the face of the group. In retrospect, it was absurd. At that time, we did not understand anything, nor did we buy data in hand. All the designer friends who invited were almost unconditionally trusting, only by a slogan of "head after head". The original designer lineup was fast and full. But the circle was very small, and the news spread like wildfire. Thus, 26 designer brands were finally established. That year, in the brand of "time hall", Ban Xiaoxue and Lv Yan, who are now on the scale of annual turnover of 100 million yuan, are still only newly established brands at the initial stage.

From zero to everything, it took only 3 weeks. The so-called "China's first showroom" message was swiftly painted in the circle of friends. In April 9, 2014, the "time hall" was officially seen in the new era, the fashion show in Shanghai. During the 5 days, the crowds visited me really surprised me. Compared with the relatively deserted Paris showroom, "time hall" is like a noisy tea shop. When the elevator is up and down, Sichuan dialect can be heard everywhere. I don't know where all the customers are coming from Sichuan. After the first "time hall" ended, the final 26 brands collected 28 million 500 thousand yuan of orders, excluding the original customers' total orders of 11 million 300 thousand yuan, and the "time hall" really increased orders for 17 million 200 thousand yuan. And the customers of the nationwide buyer shops have expanded to the two or three tier cities from the beginning, and gradually become the main force of purchasing.

"Time hall" almost burst overnight. Since then, the designer of the "time hall" has been invited to have a brand name. There are two generation of entrepreneurial brands that love clothes. The brand created by the designer of traditional commercial brand has attracted some international brands. By the second quarter, the "time hall" has developed into 97 brands exhibiting a small scale of 2000 square meters. At the same time, during the fashion week of Shanghai, there were 6 large and small showroom and exhibitions of the same type, with geometric figures rising every quarter. Today, roughly speaking, there are about more than 80 showroom and exhibitions in the fashion week around the corner of Shanghai every corner of the week. Many of them are also able to send their buyers to the Huangpu River by yacht, and they will not be able to land on shore for two or three hours. Eight immortals cross the sea. Of course, it is precisely because of the growth of this trade force that Shanghai fashion week has swept the rest of the country's fashion Xun Zhou behind, laying the foundation of designer brand. We have "time hall" and glory.

Entering the industry is as deep as the sea.

The outbreak of "time hall" brand number and exhibition area has brought great pressure to the operation. The number of buyers who have good sales performance has not kept up. Although the passion of the whole market has been ignited, the number of buyers in the shop is numerous, but it takes time to settle. After the explosion of the "time hall", the immediate challenge is to encounter fierce competition in the same industry too early, as well as its own operation level too amateur, and even gain some negative reports, which means only superficial prosperity. At that time, there was some gnash of teeth, but now, in retrospect, we are grateful for that cruel competition. It pushes you to find a more niche market and improve its professionalism.

"Time hall" has maintained the highest entry threshold in the industry from the very beginning, so blindly expanding scale has never been an option. In the past 4 years, we have not expanded the exhibition area and the number of brands, but have given us time and space to gradually adjust the brand portfolio. After two or three seasons of operation, we re examined the starting point of the "independent designer", and adjusted it to "design brand". Independent designers can sell their feelings, but "time hall" has no hesitation in doing business. To come to the exhibition brand, at any rate is to do a good business, just show a face, the media friends touted, it has no practical significance. Some brands that appear to be unable to get orders are basically discouraged.

Of course, the "time hall" has tried to open up new business models in the years when its self-confidence has been bursting blindly, such as sales agents, education and training of brands, and even throwing money out of their own pockets to do business. As a matter of fact, I just got rid of the identity of media people and entered the field of industry for a long time. The long industrial chain of clothing industry, if there is no long time of immersion and accumulation, is actually just a blind idea on paper. Once I entered the industry, I was the teacher of "Lin", who was always holding it. Now it's a bitter ha ha and everyone together to roll up their sleeves and cheer up. Rather than hammers on the east side, it is better to get a thorough understanding of the main business of the exhibition.

Constantly summing up the problem of "time hall" and deepening the market visit to brand and buyer shop, Time Hall "We have adjusted the seasons several times, slowly defined our position in the market, and explored a set of our own exhibition models. In fact, every season's changes are minor repairs and minor subsidies, and there is no big big move. However, quarterly and quarterly success has won steady growth of quality customers and shorter and shorter sales cycle.

The secret of success: catch up with the meal.

In the past few years, when I was doing "time hall", I gradually became more and more unaware of the image building project which was familiar with the media. Instead, I was very interested in dull industrial basic skills. I have been in the industry for nearly 5 years now, and now I feel that I am an outsider. I am not angry at all. I have to learn too much, and I fear more and more. If I knew about this industry today, I would not dare to do the "time hall" at that time. The success of "time hall" just caught up with the "meal point", and gradually launched the designer's brand to maturity, and the Chinese buyer's shop system was in the stage of ignorance. This is the secret of the real success of "time hall".

In the past, many of the familiar media friends actually walked away, and everyone went to different directions. At the same time, they also met many old masters in the clothing industry. What touches me most is that those bosses who sell billions of dollars over the years sell thousands of pieces of clothing to consumers, but they never travel in economy class, but they only live in Econo Hotel. Suddenly felt that he was a spoiled guy in the media circle, and they were much too delicate. Of course, we also know some friends who make investment. Most of them are not interested in the industry of bitter ha. For them, the luxury concept of "designer brand", "blogger economy" and "intelligent manufacturing" are the tools to pry wealth. Lv Yan's Comme Moi brand is worth mentioning. Everyone knows that she is a supermodel and has a good drainage. But how many people know that she often clockwork at the Hongqiao railway station at six or seven in the morning, saying that she is on her way to the factory. Indeed, there is a bonus of "consumption upgrading" and the "blind brand" of the designer brand in the industry. But the real time to support the "time hall" is that more and more workers are working hard all year round. This is the future hope of the "time hall" and even the whole industry. It's definitely not a "star designer" who can't talk about the concept of hype, but can't work hard and can't afford to suffer.

Next year, the time hall is five years old. Our exhibition area will expand to 7000 square meters for the first time in 4 years. We are all concerned about the sales performance and the brand mix level. Compared with the spring of 2014, we were no longer feeling the stones crossing the river. The Chinese market has gone through a period of impulsivity. The premium brands and buyer shops are settling down, expanding and expanding, ensuring that "time hall" will have food for the next 5 years. As a platform, we have always told ourselves that "time hall" is not important in itself. The embodiment of our value lies in the fact that the "time hall" exhibitors' brands and visitors can get profits, so that the realization of the benefits and values of the "time hall" will come true.