Because Edison Chen Founder's Tide brand clot first through the Inland Electric Power business channel Sale

Lead: This is a cross-border interview, because Edison Chen founder of the Tide licensing clot for the first time through the mainland electric power channel sales. Chen said that if he is just regarded as an entertainer, he is too underrated. Look at clot development status, will find Edison has his own way of doing business.

April Shanghai, Julu Road, No. No. 832, 2.4bn shop, Edison Chen wears a T-shirt printed with "His X" slogan appeared, and temporarily served as a hot dog shop boss, to join the various road tide people, cargo and play the coffee players are bursting with cheers. Soon, 30 fans all got Chen Boss's Secret hot dog. Then Edison waved thanks and entered the shop.

The courtyard continues hot dog, hot dog coke uninterrupted supply.

2.4bn is Chen's founder of the Tidal brand clot in Shanghai, two-hour "hot dog" activity is not just a fan meeting, but more importantly to the people of the road to promote Clot's branch brand Clottee (t-shirts), the activities of creative inspiration from the Clottee recently launched the " Please eat a hot dog "slogan tee.

Clottee is not the same as in the past, because this is Edison Chen's clot brand for the first time through with the domestic trend consumer platform "yoho! have goods" cooperation, open the mainland electric 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.

The media once disclosed such a detail: 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.

Usually more artists will consider simple ways to make money, Sina Technology asked, "You will not feel like other artists?" ”

Chen said, "I did not think I have no different, I know I am different on the line." 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. ”

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.

Clot in addition to help Edison to make money, give him love: Hong Wen-an girlfriend was a Taiwanese juicy assistant, after the 2012 love exposure both sides generous open exchanges, Hong Wen-an with Chen, and take care of the tide licensing career model. In various interviews Edison Chen will not take into account the agent wink, the initiative to mention the girlfriend several times, can be seen this relationship sweet.

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

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 (19.55,-0.20,-1.01%).

"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."

"If you don't have that mindset to study, just like you said before, doing business and having a girlfriend, it's already 5 jobs, and business is going to be my partner, Kevin Poon, who is interested in electricity and mobile." Chen said.

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 licensing electric dealers 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! The beginning is a trend magazine, in recent years the electric business yohobuy.com become an important breakthrough point. Edison Chen's clot before and yoho! The magazine had good cooperation, and last year participated in the yoho! In Shanghai, the trend under the brand line activities Yohohood.

For whether and yoho! Cooperation, clot has also had an argument, some people think that if the cooperation with other channels, there may be a relatively large sales. But Edison Chen still hope the hard build brand image can continue, "yohobuy.com is more control place, and they cooperate 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 was officially on the shelves this spring, it came from yoho! Internal data 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.

Now it looks like clot and clottee are not very different, fans are easy to confuse, but in the Edison Chen project will gradually have obvious compartments, such as clottee in Hong Kong can not 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.

In terms of mobility, clot also uses yoho! launched a "show" app to promote, this 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.

When asked if clot is making a lot of money? "I do not know that 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." ”

Appendix: The star makes the tidal card

It is no surprise that celebrities are keen to create their own tide cards, or they work with brands or launch their own brands.