Fan Fan Expresses Chinese Culture With Clothes, And Goes Abroad By Tmall Fire.

"Beauty is like flower, life opens and hangs."

Several characters, together with a picture of "Shen Dan Yao", made a T-shirt have Chinese style.

At the moment when everyone needs to be healed, this T-shirt, which just pokes the mood of everyone, has recently made designer brand fans a fire in the domestic fashion circle.

T-shirt on the day of Tmall's debut, brought more than 1500% of new customers to secret fans, and gained a wave of young fans.

As an entrepreneurial brand that has been growing on Tmall for 4 years, MI fan knows very well what young people like, and from niche brand, it has become the star of designer brand.

Not only that, but after Tmall entered the fashion week in Paris, secret fans also fired the design of the Chinese style to overseas: Nowadays, 10% of the customers who enter flagship stores every day are from overseas countries such as Britain and the United States.

Using clothes to express Chinese culture is the first choice to start a business in Tmall.

Heavy ink and heavy color are the first impressions of many people when they see the secret clothes.

A large brand of colors, bold colors and strong visual effects made the young brand, born in 2015, highly recognizable in a domestic designer brand.

Miranda Kerr, Lin Chiling, Wu Xin and other stars have passed through his family's clothes.

This strong Chinese style tide card, the founder is a pair of Post-80 returnees.

Before returning to China in 2014, Feng Guang and Han Wen, the founder of secret fans, spent 10 years in Britain.

Han Wen's art and design, Feng Guangxue's finance.

In the process of online communication between the two overseas students through Facebook, they found that the two sides coincided in many aspects, such as western art, the inheritance and development of Oriental traditional culture, and the essence of fashion.

"The more you stay abroad, the more you feel that Chinese culture is highly concerned all over the world, but few young people now express it."

Feng Guang regrets that whenever we see good design products in foreign countries, we will miss our excellent culture and crafts. In the context of modern pop culture, few people plate them into a direct connection with young people.

Since they both love clothes and Chinese culture, why not combine the two? After returning home, Feng Guang and Han Wen quickly decided to become a Chinese style clothing brand and use clothing design to express Chinese culture.

In 2015, the secret fan was founded in Hangzhou. Two people did not open the shop, but chose Tmall as the first platform for entrepreneurship.

With the help of Tmall, the Chinese wind and fire went overseas and got tens of millions of yuan investment.

Why is entrepreneurship the first choice online? Feng Guang says the reason is that they want to resonate with everyone in the way of young people, and the Internet is generous enough to talk directly to consumers across the country.

"Our style is strong, it is easier to find the right people through the Internet, and it is easier to understand consumers' demands.

Moreover, Tmall's brand tone is high enough.

During the new season, fans will issue a series of costumes around an element, trying to tell a good story.

Feng Guang, a woman chivalrous, Chinese medicine, The Classic of the Great Wilderness, and the Han Manchu, looked at these traditional cultural elements.

At the beginning of last year, with the support of the Tmall tide team, secret fan and Tmall co - operated a separate show on the Paris fashion week, the theme of the "woman man".

"When we live abroad, we find that foreigners have a stereotype. Is there a lot of chivalrous people in China? Can we all do Kung Fu? We will say that chivalrous people are more spiritual and chivalrous behind the national and national spirit.

So I want to explain this through a show.

Using flowers to create armor, designed on more than 30 sets of clothes, the "women's" series of exhibitions has attracted a lot of attention. Many foreign media have reported on the Chinese pioneering brand. At that time, hundreds of thousands of fans poured into Tmall flagship store, exceeding Feng Guang's expectations.

This is the first time that secret fans have gone abroad.

As a niche brand, Tmall can be selected to take it overseas, which makes Feng Guang feel lucky.

"We started our business in Tmall and went out from Tmall.

The show took 3 months to prepare, and Tmall contributed a lot of ideas to us, including the installation and design of the scene.

Feng Guang still remembered the video coming out, and Tmall suggested that the image of the cat be pformed into a female killer. From the Chinese scene to Paris, the final video volume was over ten million, which aroused netizens' heated discussion.

It was the show that opened the popularity of foreign fans in foreign countries. "Every day, overseas customers can buy them through Tmall flagship stores, and there are quite a few of them."

Last year, less than 4 years after its establishment, the secret fan has completed tens of millions of Yuan's A round of financing.

70% sales from Tmall, designer brand ushering in new opportunities.

At the end of last year, secret fans opened two stores in Hangzhou and Shanghai, and the sales channels were still dominated by online.

It is understood that secret fans completed the sale of 70% online through Tmall flagship store, and the quarterly repeat purchase rate exceeded 75%.

In Tmall, Secret Fan fulfilled the original intention of starting a business.

Feng Guang said, through big data analysis, secret fans know what the young people like and what products need improvement, so they form a virtuous circle and find a group of Chinese wind counterparts.

Among them are civil servants, teachers, media entrepreneurs, from all walks of life, in common, they have their own aesthetic and thinking ability, and have a high level of education.

Feng Guang remembers that for the first time before the show in Shanghai fashion week, he had just synchronized the news in the flagship store, resulting in more than 100 fans from all over the country.

The most impressive is a 25 year old girl who runs an advertising agency. She buys one hundred or two hundred pieces of clothing at Tmall store every season, opening a separate wardrobe for secret fans.

In March of this year, under the line of Tmall's tide team, MI fan tried to cross border cooperation with candy brand Matti, and launched a series of "panacea" clothing, which was popular.

The national tide action group revealed that in fact, Tmall has been supporting measures for high-quality designer brands like Mi fan, and new plans will be launched in the near future.

In the Tmall apparel industry, Xiao Er Ya pupil seems that designers, designers and designers often have a unique understanding of their designs, but lack of business cognition of the market and category, resulting in the design being out of touch with the current trend, and the price and target customers are out of touch, resulting in sales difficulties.

Tmall's advantage is that big data can be used to analyze trends and categories, help designers improve their awareness of business, and at the same time, they can also pull up overseas fashion week to push Chinese design overseas.

From the perspective of higher brand, Tmall has become a gathering place for new domestic products.

It is reported that Tmall will launch a new domestic product plan in the near future to help develop the brand of domestic products, including designer brands, so that the world's top 500 will be more "made in China".