Hat Decorator Brand SHINE LI Founder Li Shan: Take The Road Out Of Your Own Way.

Fashion is truly "Esperanto". Wherever it goes, it can resonate. The fashion industry is one of China's largest "sunrise industries" and breeds endless opportunities for entrepreneurship, innovation and investment.

In April 12th, the 2019 annual "gorgeous ambition global fashion innovation and Investment Forum" was held in Beijing. Entrepreneurs, entrepreneurs, investors, managers and designers from the forefront of the industry gathered to explore the realistic topics and future trends of China's and global fashion industry's innovation, entrepreneurship and investment mergers and acquisitions, and used vivid examples to restore the fashion brand's "creation, development and evolution" step by step from a variety of vivid cases.

The group of "independent designers" has been the focus of attention for a long time. We have created a complete database of independent designers in China, helped promote the dissemination of independent designer brands through special columns, and continuously launched in-depth research and analysis reports to help designers better understand the Chinese market, avoid risks and avoid detours.

It is a long cherished wish of every designer to establish a brand that can stand the test of time and leave its name in the fashion industry.

Although this road may be very difficult and long for independent designers, we are willing to accompany them all the time.

At this forum, four representative designers tell us about their history of creating brand and operating brand, and share the practice and thinking of brand in consumer insight, channels, supply chain and so on.

Li Shan, a hat Decorating Designer, graduated from Beijing Institute Of Fashion Technology. In 2012, he opened the first store of his brand SHINE LI in Beijing SKP.

Since then, the sales performance of SHINE LI has been ranked the top three in the SKP accessories area of Beijing.

After that, the brand opened one store in Beijing, Xidan, Beijing, Beijing, Sanlitun, MALL, Shanghai Jingan Kerry Center and Xi'an SKP.

Unlike most brand designers who rely on buyers, SHINE LI does not enter any third party channels, does not do any agents, does not set up online channels, and sells on its own offline channels.

At present, the sales volume of four stores has reached tens of millions RMB.

"SHINE LI is a hand-made hat brand."

This is Li Shan's introduction to his brand.

Although hat decoration has been popular for centuries, it is still a minority category in China. "Because hat decoration is a very small category, many materials need to be purchased from abroad. Of course, there are not many factories that can meet our requirements. In order to solve the production problems, we have opened a workshop for ourselves, specializing in the production of SHINE LI products.

After building the workshop, SHINE LI has greatly improved the quality of the products, and has added more excellent manual crafts.

Because he is not a professional, Li Shan dares to break the inherent norms and is willing to try to use different methods and materials to make hats. Therefore, he has also created many designs and unique hats, and has gained positive feedback from the market, such as putting ears on his hat, making 3D tiger heads, and making decorations with all kinds of decorative materials.

"Let 's Imagine" (full of imagination of the hat) has also become the DNA of brand SHINE LI.

For the six year in a row, he became the top three in the Beijing SKP accessories area. Li Shan's secret is to walk on his own way.

"We sell the brand purely by selling offline stores, and all the seed users come from our own stores.

When we set up a brand, we did not set up any development framework, nor did we do any advertising.

Because I feel that compared with the overwhelming publicity, the brand should first precipitate itself and practice itself.

When the brand is recognized by the guests and has a certain reputation, sales performance can support us when we open shop, and then let us know who we are by advertising. This is my preferred practice.