Talking About Aesthetics In The Studio Of Haining Fashion Brand Owner

In March 9th, the reporter walked into the small exhibition hall of Zhejiang's Trill Leather Fashion Co., and at the first glance he saw the poster of the spring and summer ordering conference in 2020 and a house of fashionable clothes. Originally, these clothes should appear in the buyer shops and flagship stores in Shanghai and Beijing, and even on the stars, but now they hang on the shelves and wait for the spring in a lonely way.

　　 Affected by the epidemic, spring and summer wear can not be sold.

"At this time, the order will be ready, and there will be no 5 million list." Mao Qinhua, the head of the company's sales department, turned the clothes on the shelves with great care. He said that the order would be cancelled and the list was gone.

There are also various fashion conferences and exhibitions cancelled. Originally planned in March 19th, at the special exhibition of Shanghai International Convention and Exhibition Center, the press conference on March 31st in the 2020 autumn and winter fashion week in Shanghai, and several press conferences with Korean and French designers were cancelled, all of which had immeasurable influence on the clothing sales this season.

In the proofing room of the company, you can also see the design of the fashion show costumes, bold avant-garde.

"The biggest problem now is sales." Zhu Weiming, who is also the two employer and designer, said.

In the leather clothing industry of Haining, he has built up a banner of independent brand. The company started with OEM OEM in the late 90s of last century, and launched its own brand NATURAL GIFT (NG) in 2005. Over the past 20 years, it has grown into a high-end fashion industry with a commitment to R & D, production and brand promotion. It has "NG", "Nn" and "CHRISTOPHE". TERZIAN, "Y'Min" and other independent brands often appear in fashion exhibitions such as Paris and Italy. Their products are sold to hundreds of fashion buyer stores all over the country, and many stars often wear their clothes to attend the event.

Not only that, the company also set up a flagship store in Beijing Sanlitun and Shanghai Xintiandi, to open up the terminal of the clothing industry.

Half a year ago, the company purchased half of its orders in spring and summer in 2020, and half of its fabric had arrived. However, the outbreak took place. The planned resumption of work in early February can only be postponed to mid February, and the staff are off and on.

However, in Zhu Weiming's view, the most difficult thing now is not to restore production, but to sell. During this period, some shops have not been opened yet, some of them are scarce, and sales are interrupted. The clothes designed and made can only be pressed into the factory.

　　 The boss kissed the studio to find a new way.

"You can only walk on multiple legs, and rely on online sales to break down." Zhu Weiming, who always liked to try something new, said.

In fact, as early as last September, before the epidemic struck, the company had invested millions in trying online sales. Not only in Hangzhou special registered company operation and promotion, through various live platform sales, but also developed an independent small program, convenient for consumers everywhere to buy.

Zhu Weiming said that the plight of the epidemic has accelerated the speed of the company's online layout. In early February, he released a poster to recruit partners in his circle of friends. He recruited 100 people on the quota, and then trained them for brand knowledge and partner system after the audit information was qualified, so that they could become the terminal of sales.

"We only examine their information, do not join in fees and agency fees and other expenses, do not ask for stockpiling, they only need to issue information." Zhu Weiming said that the conditions for partners are very attractive, hoping to cultivate more effective online terminals.

God helps those who help themselves. In the early days, Tmall also threw olive branches to him. The new platform, Zhu Weiming willing to try, agreed to enter. Before long, the "NG" Tmall flagship store will soon be on line.

In fact, there are also some channels before finding Zhu Weiming, which can help him quickly sell inventory, but Zhu Weiming feels that such a fast selling way will affect his brand image, and will hurt the interests and feelings of VIP customers, so he refused.

As for the popular live selling, Zhu Weiming also has his own understanding. Although this is a good form of sales, he does not think it is suitable for all brands, nor is everyone suitable for live broadcasting. In the evening of March 8th, Zhu Weiming first tested the live broadcast of water, but he did not mention anything about selling clothes. He only talked about aesthetics and sucked up powder 4000 a night. "I feel pretty good. I will continue to share my dress and fashion ideas in the future, as to whether to sell or see the situation."

For the first half of this year, "bad weather" or even "basically abolished", Zhu Weiming has been fully prepared for the company's main autumn and winter payment. He believes that when the terminal is nurtured, it should be able to tide over the difficulties in the second half of the year. And for this time, it is probably the most important thing for an enterprise to change the way of thinking, change the way and improve the quality. "Although a way to start from scratch, but a good product must be able to impress people."

He also mentioned that there are many enterprises with the same predicament, but they are actively looking for breakthrough ways to make the company grow and transform in the throes of pain.