Original Minority Brand's Incubation Soil Pfer To Online

"Original

"Instead of" the same paragraph "became a new hot search word. On Taobao, the term" original design "was searched more than 1 billion times in a year.

Putting personality and attitude on the body is a consumer proposition of the new generation of consumers. It is also an expression of their self expression. They are keen to label themselves and rely on these labels to find the same kind.

And a great brand with no characteristics.

Compared with a small workshop with a sense of design, it can catch their eyes.

According to the world clothing and shoe net, the turnover of online original design products has increased rapidly in recent years. As of 2017, the total turnover of online original design products has reached tens of billions.

Nearly 500 thousand consumers buy online original design every day, accounting for 48% after 90 and 95, becoming the most favorite group to pay for original design.

Behind these tens of billions of pactions, 50 thousand original designers who founded in Taobao, 85 of them occupied 44%, and 90% and 95 of the designers accounted for 1/3. Most of them had overseas study backgrounds or graduated from professional design institutes.

Compared to the first generation of domestic designers based on studio mode, the new generation of designers can say that they are catching up with better times. On the one hand, personalized consumption makes all kinds of niche designs able to find their audience. On the other hand, online also gives a new generation of designers a lighter way of doing business.

At the same time, in turn, the new generation of designers also use their international perspective and more creative ideas to drive the rise of original design.

Xu Xiaolong's studio is located in a community in Tongzhou, Beijing, with two sets of dwellings, one for office and one for storage.

Red crane, blue sky, panda family and pop geometry.

On the shelf of the studio, Xu Xiaolong's 80 silk stockings design representative works are displayed. In this season of black and white ash, these collision colors and jump patterns are very bright.

Here only a small part of Xu Xiaolong's works are displayed. In the years when he started his business on Taobao, Xu Xiaolong designed 200 pairs of "alternative" stockings, probably considering the supply chain cost and inventory problems. At present, he only got 90 SKU in his shop.

Four years ago, Xu Xiaolong quit her job as a design company. He opened a Taobao store called Viken Plan on Taobao, plus Xu Xiaolong, Viken Plan's team of four or five people.

Before this venture, Xu Xiaolong worked in advertising companies and design companies. Later, he opened a design studio. He drew a uniform design plan every day, which made Xu Xiaolong feel very tired. He was surrounded by Party A every day, and many of his design ideas were suppressed.

So in 2014, Xu Xiaolong turned to the original water trial.

Unlike Taobao stores, which are mostly exploded in the early years, Xu chose to cut into a rather niche market.

Although domestic stockings market demand has nearly 20 billion of the scale (2015 data), it is rare to play such a bold role as a functional single product. After all, such colorful stockings are relatively narrow audiences.

At first, when Xu Xiaolong started his business, his starting point was to find a carrier to express his design ideas, and the reason why he chose stockings was to find that the market was still in the state of keeping socks as functional products, which is a relatively blank market compared to the competitive clothing.

At the same time, from a small category cut, it is easier for the brand to leave a clearer memory in the minds of consumers.

Using a brand to bind a category is the ultimate goal of many brands.

"What I do is add a consumption upgrade on the basis of just needed to cut an incremental market.

The stock market is everyone should wear socks, the incremental market is everyone needs collocation, matching demand is more and more, although the current proportion may be very small, but its growth will be very fast.

Xu Xiaolong told reporters.

In fact, Xu Xiaolong never thought about how big the business was, just wanted to create different ideas in the socks category, and then attract like-minded customers.

Many stars including Lin Chiling and Joe Chen wore silk stockings from Viken Plan. Some of them were bought by star collocates, some of whom were stars themselves.

In addition to the stars, Viken Plan also has many loyal fans. In four years, Viken Plan has accumulated 163 thousand fans, many of them have loyal powder, and people collect stamps like stockings. Some people even want to work for free because they like the idea of Viken Plan.

"In this young man's eyes, cool is a lifelong matter.

"Xu Xiaolong told reporters that fans after Viken Plan90% are 95 and 00, and 30% of them are boys. They will buy gifts as gifts and buy them for themselves."

This year's double 12, a boy spent 5000 yuan, bought all the stockings in the shop.

Xu Xiaolong was also surprised that the market was more diversified than he imagined.

Today, a group of designers who have started their business have had many experiences in the traditional channels such as Gao Ding studio and buyer shop.

With the pformation of the seller's market to the buyer's market and the increasingly personalized demand of consumers, the original designers are getting more and more attention. However, problems such as Shanzhai, cost and channels are still facing a lot of designers.

Many newly started brands lack resources in all aspects such as channels, supply chains, etc. the characteristics of small audiences make their audiences relatively narrow. On the one hand, they can not have a good sales volume on the sales side. On the other hand, it is difficult to find factories that are willing to take orders in the upstream, and at the same time, they have weak bargaining power to the factories.

Many people choose the OEM when they are under the pressure of survival, and there are many people who insist on their dreams. They choose to put goods in the buying shop and sell them.

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The big monster is the master of the original design and the BIZZCUT. After studying a short period of office life after returning to China for 5 years, he began to start his own business. The first big monster had made a high-end men's clothing brand, and chose a buyer's shop on the channel, but the attempt ended in failure.

Depending on the buyer's shop, the decision to control the channel is very weak. What kind of merchandise can be sold depends entirely on the buyer rather than the consumer.

In addition, the entry entity is also accompanied by high cost, and the cost increases directly push up the selling price. The high price prohibits many consumers, but also makes the big monster feel more and more contrary to his original intention.

So in 2015, with the original design tide card of BIZZCUT, there was no store rental cost of the physical store. The store could give consumers a higher price on the premise of guaranteeing quality, which made BIZZCUT win many young consumers.

After three years of development, BIZZCUT has already had 571 thousand fans. Like Viken Plan, BIZZCUT also has a wave of her loyalty powder. Many fans often come to the studio of "big monster".

BIZZCUT fans are mostly from 95 to 00. They love the tide culture, like original design. They can spend less money to get some interesting things. This is why they choose not to BIZZCUT.

In the past Taobao double 12, it is necessary to keep up with the BIZZCUT and the facial expression package. The smirk boy launched the joint series was snapped up more than ten thousand pieces, and the sales volume of the whole day increased by 800% over the same period last year.

During the Taobao double 12 this year, Taobao's "tone" designer platform for the 10 joint names, including well-known IP, fashion bloggers and celebrities, launched the joint venture products of X, BIZZCUT, pig silly X studio1till8, know Liu Shan Hill, X India tree inSo, etc.

The joint play is not unusual. In order to catch up with young consumers, high fashion has also frequently explored the street trend of "not being able to be elegant". It has launched a joint name because of several unpleasant Louis Vuitton and Supreme infringement.

It is the reason why the brand is willing to launch a joint venture through the integration of two party fans, but it is often difficult for some start-ups to reach these resources.

Two or twelve years ago, Xiao 2 of "tone" found the big monster, invited her to combine the image of the smiling kid with his own design, and put out a series of joint names.

The second of "accent" is responsible for taking charge of the image authorization negotiation links involved. The big monster is responsible for designing communication and final presentation of merchandise.

"Accent" is a channel that Taobao launched in 2013 to feature shops. The platform will invite independent designer brands and original designers to enter, providing them with services such as traffic exposure, supply chain integration, intellectual property protection, and fund IP matching.

Personalized consumer market and traffic dividends in the past, whether brand or platform needs to be changed.

In the past, the electricity supplier paid attention to efficiency, which was pursued by Taobao in the early years, but when the platform scale increased to more than 600 million months active users, the retention became more important.

How to let consumers find their own in the mass of goods, and at the same time, "wasting" more time on the platform has become the direction of platform electric business operators.

In order to make "small and beautiful" on the big platform, Taobao launches various vertical channels, and through personalized recommendation and explosion strategy, allows more characteristic shops to float out of the Red Sea.

In 2015, due to the consideration of quality and individuation, Taobao explicitly proposed to explode money and control low-quality shops, while encouraging businesses to develop more personalized products.

This year, Taobao further put forward that the characteristic market will be the core direction of Taobao's development in the next few years.

A series of changes in the platform have become the reason why the new generation of original designers can emerge.

After all, in the early years of Taobao, which was dominated by search entry and massive shops, some small shops were inevitably drowned out by the long tail.

In addition, in order to better protect the designer's copyright creation, Ali also launched an original protection platform in August this year, providing solutions for the original businesses in the five aspects of "electronic certificates", "starting products", "first filings", "complaint rights protection" and "IP commercialization".

Besides online, Taobao also provides more exposure opportunities for original brands online. In this year's break bridge fashion show, Taobao building Festival and the two quarter of the new year of power week, there are many original design brands in every online offline activity.

In order to get more original designers, Taobao began to launch more linkage with universities. In September this year, Taobao entrepreneurship course was stationed in Beijing Institute Of Fashion Technology in the form of elective courses to help students understand Taobao's operation, shop vision and other skills.

It is also urgent for many universities to strengthen interaction with enterprises.

In China, a large number of design majors graduate from universities every year, but few of them really do design work. Among them, the main reason is the difficulty of channels and funds.

The gradual pfer of the original brand of the hatching brand to the online industry has become a cost-effective road.

By establishing more connections with enterprises, colleges and universities hope to enable students to have more business savvy and commercial landing ways outside their professional skills.

Yu Hong, marketing director of the school of continuing education at Beijing Institute Of Fashion Technology, told reporters that students need to provide the necessary support beyond creativity.

"Our students are not good at running, especially those who have just graduated and lack of funds in school."

Traffic exposure, supply chain integration and fund matching are the advantages of Taobao's platform based enterprises.

As a Taobao small two said, "designers hatch, we want to start from students, grow from scratch.

For example, join our excellent business designers in the campus, and ask students to take part in their works. You have good works, I have business resources, maybe we can make a joint series, or we can find a sale channel for your work.

More interesting reports, please pay attention to the world clothing shoes and hats net.