10 Years Of Growing Up In China

In 2010, the word chao chao had not yet appeared in the context of most Chinese people. CY and biscuits, who have just entered Shenzhen University, have been influenced by the overseas trend culture. Just because they like it, they have drawn four friends from the same school and plunged into the clothing industry, creating the brand of ROARINGWILD, a famous local brand in the tide brand.
"Actually, at the beginning, we were not so cold with fashion." Biscuits, born in 1991, have been responsible for brand design and development. He specializes in aerospace materials. At the beginning of the brand building, he began to learn from the most traditional costume design and manufacture. He himself was responsible for the supply chain development, production process, design, merchandising, communication and so on. Once chatting to the establishment of the brand will last 10 years, he can not help exclamation: "very long".
Non professional biscuits talk about themselves once very fascinated by the craft: "we have gone through that period of time, such as paper patterns, vertical cutting, will use this skill to do a lot of structural changes, but when we go to the direction of traditional fashion design, we will begin to miss the mess we did not understand before. It seems that a child has no skills to draw, but there can be some more strange things coming out, and you will find it very interesting."
Now the ROARINGWILD brand design and research team has expanded to about 20 people, including 6 creative teams. This creative team after 90 is not like traditional brands like recruitment and selection. With cookies as a saying, we all get together because of fate.
"Now I know the rules, maybe I will do things in this rule, but when some new kids join in, they are more radical. Whatever rules they do, they may not succeed in developing, but a lot of things have great ideas and impact. It's like a samsara."
Cookies tell us that during this season, a member of the team was reading the book "Slient Spring" (Chinese Name: Silent Spring) by the American marine biologist Rachel Carson, so that many bright colors and shapes were inspired in the brain. In October 11th, ROARINGWILD unveiled the second fashion show in Shanghai fashion week. The theme is "Silent Spring".
"Every season I urge everyone to try and practice, but my duty is to control the axis of the core, allowing proper shaking and integration of new things, but there is no sudden huge change. This is like the concept of Popping in the street dance. Your body must achieve a balance, and it can't be divorced, otherwise it will not be beautiful.
ROARINGWILD has launched the fixed range series since 2014 (explaining: Changqing style, ROARINGWILD will be presented in different forms each quarter), upgrading products and brand identification, and creating a word of mouth product belonging to ROARINGWILD, which is regularly launched every quarter.
In the same year, ROARINGWILD expanded from more than 20 SKU to more than 80 SKU a year, and the sales exceeded 10 million yuan in that year, making it a new trend in the past few years.
Hot sales data are good news for clothing brands or hidden worries. In 2014, the brand encountered business difficulties and cash flow was tight. At that time, CY, who was studying abroad, rushed back to the company and recombed the direction of brand development.
Until 2016, CY was acutely aware of the fact that ROARINGWILD began to develop from a niche to the public. In the WeChat public address area, the Baidu Post Bar discussions and even the idle fish trade, more and more people began to pay attention to this brand.
In 2017, with China's hip-hop and this! It's the popular variety of "hip hop" and so on. The word "chao chao" has been widely seen in social media. ROARINGWILD sales increased by more than 100% over the same period last year, and began the layout line, opened the first brand shop in Shenzhen Fangfang city. In 2018, second entity stores opened in Shenzhen Shangye Shangcheng. In 2019, ROARINGWILD will go out of its main camp in Shenzhen and set up shop in Shanghai.
In the shops in Shenzhen, besides selling clothes, ROARINGWILD updates the shop's art installations every two months and tries to provide a comfortable social space for fashion lovers and brand friends. On the official WeChat, we have set up STRANGER, wallpaper sharing and styling series, focusing on young people's interest and sharing the topics we are interested in.
In June this year, ROARINGWILD organized a skateboard competition with 3000 participants. This competition combines the skateboard brand to promote the skateboard culture in Shenzhen. In July, a theme party called "urban leukoplakia" was held to encourage young people to express themselves and regain their individuality. "We really dig our own resources, pay for it, rent 10 buses, pull around the board and invite them to play, free to play for free, and do something for the young generation after 95 and 00. I think it's very important." CY so.
"Fashion and fashion have always been two circles, and now they are still." In the communication with "magnificent ambition", biscuits affirmed.
"I also ponder what is the so-called tide card? A T-shirt printed a stamp, why is this price, the clothes sold in itself, or behind the idea. Is the idea behind us really indestructible? Is there anything indestructible in every season? It's not actually... There are too many clothes and too many brands. The philosophy behind them is the fundamental thing of the brand.
In the past, for many young people like CY and biscuits, the trend culture in Hong Kong, Taiwan, Japan and Europe and the United States is undoubtedly a distant benchmark. But 10 years later, Chinese young people have more yuan and more mixed products and even brand choices. Luxury brands, mobile brands and trend brands are more important. Local brands are no longer a sudden embarrassment, but are indispensable to the numerous choices of young people.
"When one day, we really saw this benchmark, we found that in a sense, the gap between us and this benchmark is not very big. This benchmark looks different. It is just too perfect in my imagination, or because there is such a longing for beauty from distance. When this problem happens, we constantly reflect on ourselves, where is the next benchmark? We have searched for a long time without the next benchmark, and the next benchmark is ourselves, so we will design in this way.
In April this year, at YOHO! With its support, ROARINGWILD released its first fashion show in Shanghai fashion week. In October, it returned to Shanghai fashion week, and ROARINGWILD became the first brand to show three shows. The first two shows were presented to professional buyers and media, and the next one was displayed to customers.
Speaking of nearly ten years of design experience, biscuits have been able to say very calmly: "I think simple things are better, and they also wear a lot of simple things. Because it's real. It's what you see. " CY told "magnificent ambition": "I think the core of the brand is very important. ROARINGWILD the road ahead is still very long. Our goal is to be an international brand representing China. "
ROARINGWILD interview part of the record:
Hua Lizhi: has the customer been the first one in the past 10 years?
Biscuits: I'm not sure if customers are still former customers, but I think this group of people will always exist. What we can do is to do the product well. If we want to buy these products, there will be another group of people who want to buy it just as we do.
Hua Lizhi: what ways do we usually learn about the new generation of young people?
Biscuits: I often chat with many strange young people and listen to many of their ideas, and you will find that they are eager and eager for new things. Now that information is getting faster and faster, they are more creative than we are, but they have been holding up for a long time and have been unable to talk about things for more than ten years. I have many ways to tell them.
Gorgeous ambition: as a designer of fashion brand, how do you see the show?
Biscuits: actually, the first step is to take another form of sales, for example, early advanced customization is through this form of sales. Through the show, brand can be more diversified to express very different things, more comprehensive to tell the whole series, so that consumers can experience or disseminate brand new things, I think this form is good. Everything is like a tool. There is no such thing as having to have a license to do it. There is no way to express it in a different way. As for what other people think, people like it, people who don't like it don't like it.
Hua Lizhi: ROARINGWILD, this season's design inspiration is related to environmental sustainability. I heard that you will continue to do environmental sustainability in the future.
Biscuit: I see clearly that a lot of waste will be conveyed to consumers through their own way. For example, we seldom make jeans, and can make degradable packaging bags with plant starch. Some regenerated cotton will be used, and some dyeing processes and printing processes will be rejected. But the environmental problems are too big. These are the things we can do. We should do it well first.
Hua Lizhi: what is tide card?
Biscuit: I have bought many tide cards since I was young, and I can feel the same way with young people. What is the trend? In fact, there was no word "Chao" before. Only street and fashion and even street were not. The street was regarded as a sports brand. Fashion is very much like fashion. When people pursue higher spiritual needs, tidal current is only a spiritual sustenance of people's ideological level. How do you define fashion? I don't think I need to define; how do you define the trend? Actually, I don't think I need to define it. It's a word.