Spent More Than 800 Yuan Freight To Buy A Set Of 300 Yuan Hanfu Children'S Wear Why

Six years ago, in Hangzhou, on the Bank of Xizi lake, Taizhou girl Xu yunyun ran into two girls in Hanfu when she was traveling. She walked out of the painting like a princess and fell in love with Hanfu.

Put on Hanfu, every girl is a princess! She is determined to make the most beautiful children's clothes in the world, so that children can have a princess like childhood, so she resolutely quit her job in dad's real estate company, collected more than 3 million yuan, founded her own brand and identified this business.

As soon as the elegant, lovely and well-designed children's improved Hanfu came out, it attracted the favor of many treasure mothers and stood out in the Hanfu market dominated by adults. The annual sales volume of the products is more than half a billion, and it has become the first category of Chinese style children's clothing for three consecutive years, and Xu yunyun has become the "Queen of children's wear Hanfu".

Obsessed with children's clothes

In 2014, there were many Hanfu merchants on the Internet, but most of them sold adult Hanfu. Occasionally, a few of them sold some children's Hanfu by the way, which could be of single style and color, either made into a style similar to the cheongsam of the Republic of China, or in the form of performance clothes, with rough fabrics and few exquisite ornaments.

Xu yunyun felt that it was not a real Hanfu, so he started from scratch, took his partner and bought books related to ancient costume culture and elements, such as a brief history of Chinese clothing culture and Shanhaijing. After consulting the ancient literature, he closed down for more than three months, and finally found out a little way.

The basic form of Hanfu is Ru skirt, upper Ru skirt and lower skirt. But the ancient dress skirt is long and the sleeves are big, which is not convenient for children to walk and jump.

They decided to make an improved version of the Hanfu, retain the ancient elements, narrow the cuffs, shorten the skirt, and adopt the oblique placket style, which is more suitable for daily wear. Considering that children can't button and tie, they also add buttons, or add zippers at a lower position under the armpit, so that children who study in kindergartens can also wear Hanfu.

In Xu yunyun's eyes, all the year round is a good day to wear Hanfu.

In spring, everything comes back to life. Pink, lavender, light blue and other light colored clothes are the best, which are integrated with children's innocence. In summer, white and green Hanfu give people a fresh feeling; in autumn and winter, red Hanfu is in contrast with yellow leaves, ice and snow, giving people flexibility and enthusiasm; when they catch up with traditional festivals such as Spring Festival and new year's day, red Hanfu will bring joy and happiness Warm, increase the festival atmosphere.

In terms of decoration, she is willing to ask Baoma's suggestions from fans, and jump out of the traditional aesthetic. Many styles do not use traditional patterns such as plum blossom and peony, but embroider the shapes of cute animals such as tigers, cows, mice, etc., and make the Cape hat into the shape of rabbits, which is consistent with children's lively and interesting personality.

She also brought her four-year-old daughter to work as a little military instructor, trying on new products, and adjusting them according to their answers, such as whether they are comfortable or not, which color they like.

Quality is life

Everything was in order. She and her partners recruited staff, set up e-commerce operation, new media and design teams. She also found three teachers who made sample clothes from the talent market. She often shared the dream of making children's Hanfu with the team and turned around the Hanfu every day.

The side of the office against the wall is full of samples sent by fabric merchants from all over the country. Xu yunyun picked up a tape, introduced: "this is suitable for the waist, that gold thread on the neckline..." became a half fabric expert.

She doesn't want to let go of any details. For example, children's clothing needs to be soft and close to the skin, which can't be the same as the ordinary adult Hanfu. Corduroy can be divided into soft and hard corduroy. According to the temperature difference, it can be suitable for consumers in different seasons and regions.

Sometimes, she will travel to Keqiao, Guangzhou and other places to look for high-quality fabrics and stay for a few days.

But on the way to the dream, we also encountered a lot of resistance.

There are many embroidery patterns and different color lines need to be used. For a pattern, there are thousands of stitches and tens of thousands of stitches for a pattern. The opening fee is high, up to 5000-10000 yuan. Small shop orders are small, and cooperative factories have to arrange many orders at the same time. The production cycle of products is less than 3-5 days, or more than half a month. Sometimes, the requirements of adding pearls and other decorations are not taken into account. The quality is not up to the standard, and the thread drawing and color fading often occur, The buyer is dissatisfied and wants to return the goods.

She went to cooperate with the factory from time to time to communicate about fixation, composite accessories and other matters, but she was not less perfunctory and had a lot of quarrels. "The master should always be good, good, but dragging will not follow."

Xu yunyun was helpless and stubborn. After consulting with his partners, he recruited more than 50 people in Cixi and set up his own factory.

At that time, the sales of the products increased steadily, but there was no profit. But they are optimistic about this market and believe that quality is the life of an enterprise.

After stabilizing the rear area, production is on the right track. Every quarter, they launch more than 100 new products. After testing by various departments such as design and operation, they finally select 30 to 50 models. The product adopts pre-sale mode, the first batch of each model produces about 500 sets, and then adjusts the production quantity of the next batch according to the consumers' preference.

In the second year, she paid off her father's debt of more than 1 million yuan. She often gives herself a boost: clothing business does not lose real estate, like her father, to be a successful entrepreneur.

In 2016, the company's annual sales exceeded 20 million, and last year it exceeded 50 million. In 20182019, double 11 and double 12 carnival, they became the number one brand of online Chinese children's wear.

Although affected by the epidemic this year, there are still many people who like Chinese children's clothing. Winter is the peak season of sales. When the end of the year, the number of people consulting big red festive suits, such as new year's greetings, has quadrupled, and they have been busy.

How does Hanfu brand come out of the circle?

Everything is doomed.

She found that fans were willing to wait 3-6 months for a beautiful Hanfu. The price of handmade Hanfu is high, but fans still flock to it. She said that in the industry, the annual turnover of big businesses is nearly 300 million. He appreciates the innovative Hanfu merchants in the industry, such as more than 13 cardamom, whose products are elegant in daily wear, and there is no lack of Zen in ancient style elements.

But she doesn't want to make it through viral marketing. In addition to daily promotion and marketing activities, we will also post videos on twitter, Weibo and Weibo, discuss hairdressing among fans, and discuss patterns and crafts in costume dramas with friends. In her spare time, she has not been short of pursuing drama. She has watched the legend of Zhen Huan and the legend of MI Yue four or five times to learn from the elements and seek inspiration.

Xu yunyun and the team's goal is clear: to be a good brand that can stand the test, not to be a flash in the pan online red.

In order to attract the attention of Hanfu enthusiasts and shorten the distance with users, they are also willing to cooperate with TV variety shows, play cross-border co branding with Internet enterprises, launch Xizi cat fragrance packaging accessories, and promote Chinese element culture.

At present, through cooperation with franchisees, the brand has opened offline stores in five cities, and is planning to speed up the pace of opening stores in the new year.

She remembers that earlier on the market, only their shop specialized in children's Hanfu, small shop iron powder a lot. Because "this year's style will be gone if it's sold out, and there will be other styles next year." some consumers have hoarded thousands of products in the store, filling their closets with Hanfu, saying that they can wear them when their daughters grow up.

Hanfu has unique aesthetic connotation, which can bring cultural identity. A Chinese Canadian buyer bought a set of 300 yuan Han nationality children's clothing in the store for more than 800 yuan, just to wear it for her daughter during the Spring Festival and let her know about Chinese traditional culture.

Today, there are dozens of online businesses focusing on children's Hanfu, with fierce competition. Last year, the initial brand rushed to the sales champion. But Xu yunyun is not anxious, saying that different brands bring different feelings to people, and the styles and concepts conveyed by vision and models have their own merits. She likes to see more Hanfu coming into people's lives, and you can find the beauty of traditional Chinese culture.