Edison Chen and yoho! have the goods how to do star Tide brand electric dealer

"I don't know what people think of me, and if anyone thinks I'm a simple entertainer, they underestimate me." Chen said.

This is the April Shanghai Julu Road 2.4bn shop, Edison Chen dressed in "the fucking" Slogan tee appeared, become the temporary hot Dog shop boss, the scene cheers bursting. Edison Chen hands-on demonstration of the exclusive ingredients, to come to join the various road tide people, cargo and play coffee hands to do hot dogs, 30 fans all get Chen Boss's secret system of hot dogs, but also with Edison close body photo.

Then Chen and fans waved thanks to enter the store for media interviews, the courtyard continued hot dog, hot dog cola uninterrupted supply.

2.4bn is the founder of the Chaozhou brand clot branch in Shanghai, the two-hour "hot dog" event is not just a fan meeting, it's more important to promote clot's branch brand Clottee to the people of the road, inspired by Clottee's latest "Please Eat hot dog" Slogan tee.

The significance of the new brand Clottee is that this is Edison Chen's Tide brand clot first attempt to pass the domestic biggest tidal current consumer platform yoho! has the goods to open the inland electricity market.

Businesslike

Along with 70, the growth of a group of stars, most of them into the business sector, such as investment in real estate restaurants and so on. With their own independent style to do the brand, Edison Chen is one of the few.

Uninhibited, rebellious, the pursuit of individuality and creativity, Edison Chen himself is a label, he and high school classmate and friend Pan (Kevin Poon) 2004 founder of the brand clot from the outset set "China's first Tide card" style.

The clot business, which has grown for nearly 10 years, has become more and more big, not only with clot, but also by opening 6 2.4bn stores in Shanghai, Hong Kong, Taiwan and Malaysia, as well as its own PR and performing arts brokerage firms, which have changed from a brand to a group. According to media reports, the clot group's annual income has reached 20 million yuan a few years ago.

Clot undertaking, the famous media man, Lei Xiaoyu the details: When Edison Chen and Pan started a business, Pan's father complained to him, you read so many years of books, how to sell T-shirts, to work in the bank or to be a lawyer is not better. Edison Chen's father commented more, he said you should use the money to buy a house, do not open a shop, because it will fail.

"Do you think you're different from other artists?" I didn't think I was different, I knew I was different. Do the brand rather than take a show to make more money, this is their idea, if you say that person is Jay Chou that of course. A lot of artists don't do business because they can't make it, and my team has done a great job over the past 10 years. Chen said.

In fact, Edison Chen low-key return has been a long time, the reason for not doing a lot of showbiz work, the reason is clot development is very good.

In addition to accompany his girlfriend, Edison Chen also starred in the micro-drama "Exploration of the Archives", also want to do recording and other business, so much work let Edison Chen sigh "very busy", but in such a busy situation, for with the domestic power network yoho! do joint brand clottee, Edison Chen or pro-Li, Do our best to promote the brand, because this is an important direction of clot development.

Conservative

So far, Edison Chen's important strategy for the Clot brand is not to distribute, so until now, only 6 stores in Asia, as well as in the Hong Kong 2.4bn official website and yoho! have goods can buy clot clothing.

"No one else does, we don't." Chen said. He hopes to be able to create a accessibility feeling in the brand, through the decoration in the store, the taste can feel the brand temperament and style. "I sometimes buy clothes on the internet, but I care more about feelings, such as the fabric of clothes, etc." ”

Edison Chen, who is a very fashionable man in life, is not a tidal person on the Internet or new media, with only more than 10 apps on his phone and social software using only Instagram, show and Weibo.

"5-7 years ago I saw a lot of websites, now only 3, 4, such as sports ESPN, News BBCNews and a number of technology-type sites, I haven't seen the fashion content for a long time." I know that there are more than 100 apps on the phone, in fact, with 5, I will not go to many places to find information, only to where I believe. Chen said.

Clot in Hong Kong has two independent offices, one is the Edison Chen is a Pan, from the Division of labor, Edison Chen equivalent to creative director, most of the design and creative designs by him, and Pan to the Executive Director, landing and new trend research will fall on him.

Chen's role as a creative leader, so "should not be so want to make money things." He has a lot of friends doing very special websites, there are a lot of business ideas, but Edison Chen can not find a way to cooperate with them, "so I only make friends with them, I really have lost to them a lot." ”

"You should be quick about new things." "I know, but you don't have that mindset to study, just like you said before about the acting recording business and girlfriend, this is already 5 jobs, business to my partner Kevin Poon, he is interested in the electric business, mobile these more." ”

In Hong Kong, a city of only 1095 sq km but high density, convenience store is almost out of the shopping circle, clothing brands are often discounted, digital products are very cheap, coupled with Hong Kong's relatively expensive human capital, logistics and distribution costs are relatively high, so there is not too many local electricity dealers, Hong Kong people are rarely in the mainland online shopping.

Although the 2.4bn official website provides the purchase service in Hong Kong, but does not account for the special big sales proportion, more still comes from 2.4bn store. "We are both producer and retail, so the middle of the profit is very large, this business is not as big as the mainland, but it is good for us." Chen said.

Of course, a lot of people will talk to Chen said mainland electric, such as the cat double 11 sales to how many billion, said clot should also do.

"I also heard a lot of people say that online can make a lot of money, that OK, in fact, we also have to make money, but our goal and those people are not the same, our T is not 60 yuan, the number of clot brand products will be limited, buy to buy, can not buy is not to buy, we earn money on the good. Chen admits, clot more attention to brand image.

But clot will not give up the important direction of the electric business. Pan to Sina Technology, the electric trader and move to clot is a very important opportunity, because a lot of users want to buy clot but only through the store.

In Edison Chen's plan, clot's future direction is to open more entity stores, and the second is to see the new brand Clottee through the mainland electric business development. "Kevin is studying how to do electrical business, I focus on other things, he will do if I want to do, but to think clearly and see the impact of our brand pictographic, this is the most important." ”

New brand

As a clot of the feeder brand, clottee and clot the biggest difference, the first is relatively cheap, the second is through the mainland, the licensing of the electricity dealer yoho! exclusive sale. Clottee to T-shirt mainly dozen, also contains coats, shirts, shorts and so on, T-shirt price is about 200-300 yuan, although in the mainland is not cheap, but compared to the clot brand almost 800 yuan T-shirts are still much cheaper.

"I often see a fan wearing a fake clot, and he'll say he's embarrassed to buy it," he said. Chen said, he also admits that although the development of clot is very stable, but also encountered some difficulties and setbacks, so want to do some cheap products.

Although mainland electric dealers have been brilliant these years, Edison Chen only knows the situation. For clot to develop a new brand there are two ways, the first is to do their own web site, the second is to find partners. However, as a Hong Kong company, has not made great efforts to do the electricity business, but also to enter the mainland is indeed difficult to find a reliable partner is a good choice.

Founded in 2005, Yoho! is the first trend magazine, in recent years, the electrical business yohobuy.com become an important breakthrough point. Edison Chen's clot and Yoho! magazine had a very good cooperation, last year also participated in the yoho! in Shanghai, held the trend of the brand under the line activities Yohood.

For whether and yoho! cooperation, clot internal also has had the argument, some people think if with other channels cooperation, may have the relatively big sales. However, Edison Chen still hope that the brand image can continue to be hard to build, "yohobuy.com is more control of the place, and their cooperation I hope clot, yoho! and fans can winwinwin." ”

Although Edison Chen is very busy, but for Clottee attaches great importance, not only to Japan for product filming, but also personally with Pan, Japanese designer Cangshi a tree demonstration of all products. Although Clottee is officially on the shelves this spring, data from the Yoho! show sales have been at the forefront of the category also from a single T-shirt to expand to accessories and so on.

As for reducing the price will not reduce brand tone, Chen's answer is "NO". He admits that 300-dollar t-shirts and 800-dollar t-shirts in the material may have a different place, but in the current attitude will not be different, will continue to clot the Chinese wind innovation, as well as ridicule, self-deprecating and pondering the elements.

Although now looks clot and clottee difference is not big, the fan is easy to confuse, but in the Edison Chen plan gradually will have the obvious partition, for instance clottee in Hong Kong cannot buy, two brands will deliberately in different seasons to send new products. and clot products are currently not through the domestic electric sales plan, still have a "hunger marketing" feeling.

On the mobile side, clot also with the yoho! launched a "show" app to promote, the application encourages the tide people to share the latest fashion ideas and lifestyle.

"My team is very professional, mobile, electrical business these things to them to do." "As for myself in addition to the design contribution, Edison Chen smiled," The new media for me, the most important thing is that I never spent a penny on the Internet to buy ads, but there are a lot of content on the Internet, so I am on the internet every day to win. ”

In the eyes of Edison Chen, Hong Kong is not a special "tide", because many new content will be disclosed in Hong Kong every day, so we think that Hong Kong is the fashion capital, but we do not have our own ideas. On the contrary, Chen said that in addition to Paris, New York, Los Angeles, Beijing and Shanghai have started to have a lot of things, such as good underground music people and so on.

For the "tide" this thing itself, Chen said that China because of environmental reasons, many people do not dare to think, to do some fashion things, even if given the opportunity also dare not touch, so there are a lot of distance. Although the role of the people is still to buy, but the vision can be changed after the opening, clot is also trying to be a Chinese fashion model.

"Did clot make you a lot of money?" I do not know is not a lot, Li Ka-shing will not feel himself to make a lot of money, I think it's okay. Chen said. "I don't know what people think of me, and if anyone thinks I'm a simple entertainer, they underestimate me." ”