Ouqia: Adhere To Original Design And Practice "Dress Education" With Children'S Clothing

Ralph Lauren said, "I'm not designing clothes, I'm designing dreams.".

With the vigorous development of the market consumption economy, as long as the price is cheap and the quality is up to the standard, countless consumers will still pay for the product. Whether it is original or not does not matter. Plagiarism is particularly common in the clothing market. Many young people with design dreams will eventually give up the road of original design because of material temptation, survival pressure and other reasons.

stay Cha Cha EU In the growth, there have been countless times such a pass, was tempted to compromise to the market, put down that point about the original persistence. After all, in many people's eyes, drifting with the tide is a visible, more relaxed and labor-saving way.

It's easy to drift with the tide, but it's hard to stick to the heart.

Ouqia clothing, named eurojj, is jointly owned by Xie Jianping, Lin Lijing and Mei Mei Humen, Dongguan Founded, started the pioneer experiment of Chinese designer brand children's wear. In the past few years since the establishment of the brand, several founders adhere to the practice of "dress is silent education", so that dress aesthetics and children's education are integrated and symbiotic. At present, several founders have new thinking about the future, and start to work on online and offline new retail multi-channel operation, and plan to incubate multi-brand matrix.

In January 2020, new coronavirus pneumonia is rampant throughout the country, and all industries are deeply affected. Great anxiety, let's Eurojj The founding team often recalled the beginning of entrepreneurship, faced with a lot of pressure and uncertainty, gritted their teeth again and again to meet the difficulties, looking for opportunities to break through the cocoon.

Back to 14 years ago. In 2006, Jerome, a pioneer designer in Dongguan, founded the brand of "jiqiaoping" and "jiemeiou" in China. Over the years, ouqia insists on practicing "dress is a silent education", integrating the aesthetics of dress and children's education, accompanying the growth of tens of millions of families.

At present, while launching new online and offline retail operations, ouqia also has a new thinking about the future. It plans to deploy group transformation and development, plans to incubate multi brand matrix, so that more people can participate in the aesthetic practice of "dress education", and let Chinese teenagers stand on the world stage with a better image and more confident attitude.

Start with original design:

Starting a business is a journey from "just" to good

Since its establishment, oucha has experienced four moves, each of which is a new breakthrough. By the end of 2019, ouqia development has once again stepped onto a new stage with 3000 square meters of self purchased office space and more than 200 employees.

Lin Lijing always remembers that in June 2006, when she rented a house less than 100 square meters in Humen Yellow River clothing city, there was a sign of "0 degree lattice studio" at the door, even if it was opened. The bedroom is used for rest, and the living room is the office. After getting up in the morning, I step to the post and start a busy day.

There are only three people in the start-up team: Lin Lijing, her husband Xie Jianping, and her classmate Mei Mei. Lin Lijing and Mei Mei themselves were born in design. Xie Jianping has rich market experience and resources. The three people have long had the idea of starting a business. After a period of market research, they decided to focus on children's wear. At that time, there were not many high-quality brands in the domestic children's wear market Lin said. They believe that proper clothing has a profound impact on children, and it is meaningful to apply original design to children's clothing.

Why is it named "ouqia"? It comes from people's deep love for Chinese traditional culture. Qia means "heart union", which means "harmony of heart", and "harmony of all things". Three like-minded people, a common goal, the right time, the right place and the right people to start a business are "just" to the benefit, but also "just" at the right time.

No success is achieved overnight. Every time a cocoon breaks into a butterfly, there must be a long dormant period behind it. In the first three months of the studio's establishment, they kept on developing products, contacted manufacturers, selected raw materials, and searched for customers. They worked 17-8 hours a day.

At the same time, there was no fashion for children's wear in Europe. "It's not easy to get a wave of customers, but they don't approve of our design and constantly ask for changes, and finally it's all over." Xie Jianping said that the team's self-confidence was greatly damaged by the customer's query. At one time, Lin Lijing and Mei Mei doubted themselves and struggled to compromise with the market. Finally, the three decided to adhere to the original design concept, "this is our original intention, how can we give up easily?"

When she was at a loss, the first "Bole" was finally ushered in. Lin Lijing still remembered that the customer saw the goods, "both eyes were shining", and she was immediately excited - this is the right customer! Sure enough, tens of thousands of yuan of money for payment was called to solve the urgent need. After that, the "Bole" introduced new customers. Word of mouth, ouqia finally accumulated fame in the industry and gradually gained market recognition.

By the end of 2006, OCHA had generated 1 million sales. People are more convinced that their choice is right. In the next few years, ouqia's products continued to bring forth new ideas, and its marketing model continued to innovate, and entered into an explosive growth stage.

In 2013, the company launched the brand of chabeizi. Ouqia is defined as children over 3 years old, and chabby is defined as children aged 0-3 years. The company focuses on the development of branding and standardization. Based on clear brand ideas, the company intensively cultivates systematic products. The market share is increasing year by year, and the scale is also expanding.

In 2015, ouqia brand construction went more steadily, developed a series of brand derivatives, and improved the competitiveness of the industrial chain. "Clothes and hats, shoes and bags, water cups, tableware We have all the products related to children. " Xie said.

Today, oucha & chabe has established a strong design group and R & D team, with more than 1000 stores and tens of millions of small customers across the country, becoming a well-known children's wear brand all over the country.

New office, new journey in 2020

It's not just children's wear:

Infuse the dressing education of "moisten things with silence"

Compared with other children's wear, ouqia's advantages lie in its accurate grasp of market demand, keen perception of trend and fashion, first trial of original design, and strict control of product quality, oucha has won today's success. More importantly, from the beginning, Xie Jianping, Lin Lijing and Mei Mei's ambition is not only to make clothes, but also to inject the concept of "aesthetic education" into children's clothing, so that parents and children can have a deeper harvest through the beauty of dress.

"Dressing is a silent education," says Lin Lijing. Young parents should exert a subtle aesthetic influence on their children by dressing. Instead of telling TA that image is not important in the first 18 years of their children's life, they ask TA to become temperamental and tasteful in the 19th year.

Mei Mei introduced that ouqia has three standards for children's clothing: first, design should truly express children's psychological nature and conform to children's physiological characteristics; second, they should choose healthy materials and exquisite tailoring; third, they should have unique life philosophy and aesthetics.

In order to encourage children's self-confidence, freedom and creativity in the design of children's clothing, children's self-confidence, freedom and creativity have been advocated.

Xie Jianping's persistence in traditional culture and Lin Lijing and Mei Mei's perception of beauty also continue to influence oucha's design style. Zodiac, Monkey King, great wall, Forbidden City, giant panda, earth The "creative elements" of "national fashion" make it a new trend.

At the same time, ouqia cooperates with many young artists to create more than ten animation IP images such as Cha Cha, Beibei, Baqiu, Meisha, etc., and has launched the original serial comics, theme children's clothing and series of peripheral products of Le Youji, which makes traditional culture and modern aesthetics echo in clothes, and makes Chinese classics embrace international vision.

Ouqia has also gained a wave of little star's "heart water". Bao Beier and Bao Wenjing's daughter "Jiaozi", Lu Yi's daughter "Bei Er", Zou Shiming's son Xuanxuan, and children's stars Ma Baiquan and Huang zhenchen have all worn the clothes of ouqia's brands. In 2019, Ou Qia is on the big screen. In the heartbreaking movie "mother, I miss you" starring Cao Ying, three young actors, Ma Baiquan, Wang Yubo and Cao Ying's son Wang Zihan, are all wearing ouqia.

The company has specially set up a public welfare team of "Cha Cha love" to create and disseminate the theme cultural products of "true, good, beautiful and love" in different forms, such as inspirational short films such as "seeing" and "children from the stars", which have attracted hundreds of millions of people's attention since they were launched. In addition, more than 70 poverty-stricken children in the name of Xie Jianping have been subsidized.

"The fashion is changeable, the parents' heart will last forever.". In his 14 years of entrepreneurship, ouqia has also subtly conveyed his insistence on "dress education". Together with business partners from all over the country, as well as all parents, ouqia has improved the temperament and image of Chinese children in silence.

As entrepreneurs, Xie Jianping, Lin Lijing and Mei Mei have different personalities and the same low-key and pragmatic attitude. "But we are very proud to be able to add points for China's future."

Looking to the future:

Group operation and multi brand matrix

At the beginning of 2020, due to the impact of new coronavirus pneumonia, all offline stores across the country were closed, logistics was stagnant, numerous industries were pressed the pause button, and ouqia was not spared, so many franchisees had to suspend operation. Aware of the huge impact of the epidemic, Xie Jianping, Lin Lijing and Mei Mei quickly organized employees scattered all over the country to hold online meetings for many times to discuss how to help franchisees overcome difficulties timely and effectively.

"We treat customers as family members, consider their core pain points, and help them really solve their problems," says Lin. At the same time, it immediately launched the "first level response" to lead the franchisees to actively save themselves, explore the transformation of online stores and community marketing, and actively try to sell Rio Tinto.

Under a series of active and rapid actions, the motivation of franchisees has been mobilized, and they have carried out online marketing and live marketing. Bad things have brought good effects. Ouqia has a good brand and market foundation offline, and its online transformation has achieved good results. At present, after the epidemic situation has been alleviated, franchisees around the country are stepping up to resume normal operation, and have made a new marketing path by combining online and offline approaches.

"From its inception to the present, Europe has experienced many crises and has been able to overcome them. The secret lies in never giving up at the critical moment. Hold on, there will be everything later. " Lin Lijing said that along the way, they have experienced many difficulties and have come through. What is terrible is never a crisis. As long as we respond quickly and respond bravely in the face of crisis, the crisis will be solved easily.

In the face of the achievements, Europe is not complacent. The supplier joked, saying that you make almost the same amount of money, you can have a rest. However, the three founders have never had such an idea. They regard entrepreneurship as a mission. The market changes too fast, and they dare not slack off.

China's children's wear industry is moving towards internationalization and brand development. Only products with real strength have the opportunity to compete with international high-end brands. In the future, Qiaqia group will continue to develop its own design and operation matrix, carry out the original design and operation of each group, and gradually develop into an independent design team and an independent team To find a greater use, also make "ouqia group" a well deserved gold lettered signboard in the field of children's clothing of original design in China, and let Chinese local children's wear brands really "go out" and step onto the world stage together with Chinese teenagers.