They Sell Clothes In The Studio And Find Their Next Show In Life

At the end of February 2020, a Xin made a "farewell" without music on his own tremolo. "It has been five years, but I can't bear to say goodbye. Goodbye, Qianmen Street. "

"Facing Qianmen Street, nine steps ahead, you will find gu'axin shop." This "shaking sound most handsome national style designer" once introduced his store in the bustling area of Beijing, full of pride in his words. Compared with the international fast fashion brands around, gu'axin is characterized by ethnic embroidery and presents the past culture with modern design aesthetics.

However, in that spring, gu'anxin shops in the scenic spots of Beijing, Xi'an and Tianjin were unable to open normally. For 15 days, they lost 1.5 million yuan. Unable to afford the high rent, shops are facing the fate of closing.

A Xin in Miao embroidery. Source: Interviewees

In a hurry, a Xin looks online. In half a month, he took his store partners and went to battle with the tremolo e-commerce company. He opened seven live broadcasts in a row, and he got a surprise - the goods with the original price of more than 2 million were sold out. A Xin received more than 5000 private letters. Someone gave him a place to put his inventory, and a new place invited him to settle in.

At about the same time, Hu Xuan, founder of Huxuan clothing, was preparing for the first live broadcast of his life. This fast fashion men's wear brand from Zhuzhou, Hunan Province, has been rooted in the industry for nearly 20 years. At present, it has more than 400 offline stores and more than 4000 employees. At the beginning of 2020, Huxuan established an online brand Huxuan 108, and entered the shaking tone e-commerce in April.

The president takes the goods in person, which is inconceivable to many people. Hu Xuan's friends couldn't believe: "when I got up, you were broadcasting. When I went to work, you were broadcasting. I played cards and drank wine. You were still there. I went to bed and you were still there. I really admire you."

In fact, he called on all staff to forward propaganda and spent more than ten hours in the live room every day. Hu Xuan was carrying a huge pressure to "fight". Stores across the country were unable to operate normally. Nearly 200 million new models prepared before the year were greatly discounted. For fast fashion men's wear, the winter wear share accounted for 70%, and the loss was greater.

On April 11, 2020, Hu Xuan's first live broadcast of shaking tone e-commerce brought goods, and the sales volume of a single show on that day exceeded 1 million. On April 25, Hu Xuan joined hands with talent to broadcast, with a single live broadcast sales of more than 14 million.

Hu Xuan is in the studio. Source: Interviewees

A Xin and Hu Xuan, they are selling clothes in their own track. In the face of crisis, they all chose to go into the live broadcasting room. No matter what the future is, the turning point is coming.

How can we play with the old to the new?

If we say that the live delivery of goods one year ago was forced by the situation, a Xin, who was actively preparing for the good things Festival and cool summer Coruscant season of Shuo Yin 618 more than a year later, seems much more leisurely.

In gu'axin's live room, the word "Guochao" is written at the top. Young men and women are busy in it. Gu a Xin's clothes are not of many styles, but each piece is learned. It is exquisite and full of embroidery without leaving gaps. It is different from the ordinary printing on the market and can withstand the unlimited magnification of the lens. Gu'axin's unique style has gained a large number of loyal fans under the recommendation mechanism based on interest of tremolo e-commerce.

A Xin introduces the T-shirt of Qi Tian Da Sheng element in the live room. Tuyuan: tuiyin @ gu'axin clothing

A Xin, born in 1989, grew up in Miao township of Kaili City, Qiandongnan Miao and Dong Autonomous Prefecture. The name "a Xin" means hope in Miao language. His brand added "ancient" and "combination of ancient and new, inheriting and innovating".

A Xin's grandmother and mother are both famous embroiderers. He has learned about this ancient craft since he was young, and has learned a lot of skills. Later, he went to Xi'an University to study, and a Xin chose journalism as a major. "I wanted to be a reporter and express Miao's embroidery and local customs to the world through lens and words."

But after graduation, unfortunate things happened. A Xin's father died, leaving only the registered company "Gu a Xin" and his only wish: to carry forward Miao embroidery and clothing.

Standing at the turning point of his life, ah Xin thought, why is it not professional continuation and cultural inheritance to start a business and do a good job in "Gu a Xin"? He began to teach himself modern design and wanted to combine Miao embroidery with modern clothing. In the first few years, Gu a Xin's focus was offline, focusing on the use of ethnic elements and meticulously polishing every piece of clothing.

Relying on the details of traditional Miao embroidery, Gu a Xin has rapidly expanded from a 9-square meter college student entrepreneurship shop in the alleys of Hui Min street in Xi'an to all over the country. Boutique branches have been opened in major scenic spots. Gu a Xin has a group of fans in the circle.

In 2018, a Xin held the first fashion show "Gu a Xin · embroidery" in Xi'an Datang western city museum. Under the spotlight on the stage, grandma put on the embroidered clothes for ah Xin, hoping that he would go to the world. In 2019, at the Silk Road International Fashion Week, a Xin took Miao embroidery and embroidering women to Mongolia, Italy and other places for a tour.

Doing Miao embroidery is a cause and a heritage. Source: Interviewees

In the past, a Xin's shaking sound video was very beautiful. When Zhou Shen's "big fish" caught fire all over the net, he sat by the fish pond, patiently painted fish and embroidered them on his clothes. In the comments, many people think that these works of art are far away from themselves, "such exquisite, it must be very expensive.".

A Xin is also thinking about how to make Miao embroidery and other national characteristics available to more people. It is not just a T-stage display, but a daily life. More and more post-90s in the team have come up with some opinions. Maybe it's an idea to grasp the interest of twitter netizens.

Bai Jie, who is usually in charge of legal affairs, likes to shoot funny videos on tremolo. We think, why not put this style on gu'axin brand? In a funny way, transform the clothes of passers-by, or simply embroider the daily work.

Bai Jie's small theater has become a source of joy for Gu a Xin's fans. Tuyuan: tuiyin @ gu'axin clothing

As a result, the security master near the studio and the ordinary lovers who ran into each other on the road became the main characters in Gu a Xin's video. They changed their work clothes and put on Gu a Xin's clothes, which was refreshing. White sister also in everyone's encouragement, will be a funny company story on the shaking tone.

Gu'anxin's highly contrasting operation has made its shaking tone account more popular. Accordingly, a Xin "studio" his team, not only to do Miao embroidery, but also combined with popular IP, embroidered Qitian Dasheng, Zixia fairy, Nezha and other popular elements on T-shirt, pants or hat.

"For example, last spring, when people were not going out very much, our small team designed T-shirts with" restart beautiful ", which were integrated with national elements and sold on tremolo e-commerce. Small quantity is better to control quality, and it is also very flexible. After selling out, we will design the next clothes. "

For a Xin, the short and sharp improvement in style really makes the brand more grounded. There are many ways to play in the live room, and the sales are more flexible. Everyone can wear the "national trend".

How far can sincerity go?

A Xin and his partners have found a way to make their brand full of vitality from the operation mode with a strong "network sense". However, for Hu Xuan, a pure and practical entrepreneur, he instinctively refused this road.

Since he took Hu Xuan 108 into the tremolo e-commerce, the question is brewing in the founder's mind: is what he wants to express, in the end, what fans love to see? People are interested in the content, is it not their own to do it all?

Hu Xuan is grateful for fans 520 shaking sound live Festival. Source: Interviewees

In order to get traffic quickly, Hu Xuan was no exception. At the beginning, he paid attention to various large-scale live broadcasting and gave gifts to each other to attract people to pay attention to himself. However, this behavior did not last for a long time. Many people also gave Hu Xuan various suggestions, "they said that Mr. Hu, you might as well go to record your work. The company has done so many years, there must be a story."

What's the story? Some people handed Hu Xuan the scripts they had written. Some of them processed his philanthropic work in the past, and some made funny reappearance of internet jokes. But Hu Xuan refused: "compared with these designs, I would like to send my daily and business principles into a video. I came out of the countryside, and I know the difficulties and helplessness of starting a business. I hope that more promising people can join in and be encouraged with the help of shaking tone. This is my original intention and my dream of becoming an enterprise. "

Although he has been an e-commerce company for a long time, Hu Xuan's focus and sincerity have paid off a lot. Tuyuan: tuiyin @ Huxuan 108 clothing

As the saying on the company's wall that "integrity is greater than life, selflessness and altruism win-win", from every offline store to online short video and live broadcast room, he hopes to adhere to this principle.

In a live broadcast last year, Hu Xuan forgot the lottery session that he had agreed with his fans. Two mobile phones were not sent out. In order to make up for his fault, he exempted all orders from the live broadcasting room that night. The transaction amount of the ticket free transaction was more than 200000. Hu Xuan thinks: "200000 is valuable, but honesty is priceless."

In this period of time, in order to grasp the supply chain and research and development of new products in autumn and winter, Hu Xuan did not appear many times in the studio, but he was still worried. Two young people came to the anchor team. Hu Xuan pulled out of the busy schedule and took short videos to introduce to fans, "we hope that Hu Xuan 108 can help more anchors. Live broadcasting is not only eloquence, but also a person, We have to treat each other sincerely and make products with ingenuity. "

Hu Xuan firmly believes that honesty is the foundation of success. Tuyuan: tuiyin @ Huxuan 108 clothing

Sincerity is not only an attitude, but also the quality of products. A few years ago, flagship stores were especially popular in the fast fashion industry to show the influence of the brand, and Huxuan clothing was no exception. These stores were different from direct stores. They were opened in major cities such as Hunan and Guangdong, which cost tens of millions of dollars each year.

However, Hu Xuan, who has experienced the test, resolutely closed the "image project" of the flagship store last year. "We have made clear our goal to do better in product quality, design and development, control the price and cost lower, so that consumers can have affordable brands."

Hu Xuan doesn't agree with the view that "the Internet is a business". Since he started his business, he has gained a firm foothold in the field of men's wear, and then to the shaking tone e-commerce. From live broadcasting to quality control, Hu Xuan has done all his own work and never let go of any details. He thinks: "the way of doing things and the values of facing things can be reflected in the live broadcasting room, and people can feel it."

Many people pay attention to Hu Xuan, which started with his entrepreneurial story. Tuyuan: tuiyin @ Huxuan 108 clothing

This seems to be the scene expected by such platforms as tremon e-commerce, that is, taking interest as the starting point, connecting the "humanized" commodity content with potential massive interest users through recommendation technology. Brand founders like Hu Xuan, whose stories and personal qualities are presented on the platform, touch users. Then, promote the sale of high-quality products.

This year, Shuyin 618 good things Festival, cool summer Huan decoration season, Hu Xuan 108 brought two live broadcast of "anti season" and "summer explosives", and Hu Xuan returned to the "front line".

At 10:28 am on June 18, Hu Xuan appeared in front of the camera with the anchors. Because he was a little late, he apologized to his fans and sent out second kill and lucky bags of cosmetics boxes and socks. The air conditioning temperature of the live broadcasting base is lower than before. Hu Xuan takes off his down jacket and puts on his cotton padded clothes, carefully comparing the size and other details. In less than an hour, the live room praised millions of people.

Everything, not just selling goods

Some time ago, Liu Qing, a young writer who devoted himself to the socialist rural cooperative movement in the 1950s and 1960s, landed on the cinema line. The protagonists in the film were wearing the Chinese style clothes tailored by gu'axin studio.

In addition to selling products in the studio, gu'axin is moving into more fields. With the influence of online communication, a Xin and his works appear in more and more channels and scenes, from the catwalk shows of ordinary children in the rural wheat fields to the design honoring Aerospace heroes at Yiwu fashion week.

A Xin and his works are still active on the stage. Tuyuan: tuiyin @ gu'axin clothing

In the past, gu'axin, as a distinctive offline brand, appeared in popular scenic spots and may be more active in specific national style circles. Nowadays, gu'axin shop is opening into the shopping center, setting off with cinemas and bookstores. Young people can enter the shopping mall, participate in DIY activities, and embroider the national fashion elements they want on their clothes.

As the red shop of guochao.com with its own traffic, gu'axin carries more diversified communication functions. The key to this is that on such a platform as Shuo Yin e-commerce, he uses interest as the link to "content" his own goods, radiates more users with interesting content, attracts people from different circles to pay attention to Guochao clothing, and then stimulates consumer demand.

For Hu Xuan, who is rooted in the field of fast fashion men's wear, based on the true story telling, he first found the content characteristics different from other brands' communication, and then popularized the products with cost-effective advantages to more consumers, forming a benign communication mechanism of mutual promotion.

Now, relying on a strong supply chain system, Hu Xuan is not only in the operation and expansion of its own brand, but also provides goods support for those who are interested in carrying goods in live broadcasting in the system of tremor e-commerce.

Huxuan 108 helps other brands. Photo source: Shuo Yin @ Hu Xuan 108 Clothes & Accessories

Recently, he is still chatting with Twitter e-commerce about the next step of the plan, how to make a deeper connection between the direct stores and the tremor e-commerce, such as establishing an effective mechanism to guide store consumers to pay attention to online brands. In the future, with the maturity of online brands, offline activities such as fan carnivals can also be played.

In the final analysis, in addition to good content and good products, for Gu a Xin and Hu Xuan 108 Clothing brand In other words, how to retain more repeat customers through the integration of online and offline advantages has become a common problem for them to think about.

A Xin has been looking for more reliable suppliers to keep up with the level of production. Tuyuan: tuiyin @ gu'axin clothing

"I see some fans in the comment area saying that when the size is not accurate or the description is wrong, it will always be very uncomfortable. Maybe the anchor didn't introduce it clearly, which led to the inappropriateness." Hu Xuan, who is very experienced offline, is still reflecting on some details in the live room, increasing the digital construction of the whole cloud warehouse. Hu Xuan 108 live broadcasting base is built with full scene intuitive experience, and the goods need to be matched. Every day, it aims at dozens of details and refines them.

Focus on the clothing industry, aiming at people like Gu a Xin and Hu Xuan 108 Clothing brand We also comprehensively upgrade the platform support plan, tell their stories, and explore new ways of playing the industry together.

In the tremolo e-commerce, countless businesses, talents, institutions and service providers are also pouring in. They have their own distinctive characteristics and advantages, but also have considerable room for improvement. They are willing to show their personality and charm in addition to their roles, so as to make the products more human, and let the viewers know, stay interested and love life.