Designer Economic Explosion of Growth

(Figure 1: YOHO! Vice President Button Cong laugh)

DoNews feature July 9 (Reporter to frost) More and more original designer brands began to "escape" Taobao, Jingdong has massive flow of people online platform, of course, this escape is not completely give up, shop, Instead of Taobao and other online stores as a top priority.

Zhou Bin, head of operations of Shanghai local brand Front Row Shop, said in an interview with DoNews: Although it has started to explore how to open a store on Taobao since 2010, its own team only has more than 30 people and is doing fast fashion positioning , The monthly number of new models on the line close to one hundred, most of the team's energy are designed, fabric procurement choices and production processes involved, C2C sales channels such as Taobao, with the Front Row Shop want rapid development and growth of the appeal can not be fully fit .

(Figure 2: Front Row Shop branded apparel)

(Figure 3: DEPOT3 branded apparel)

Front Row Shop is a microcosm of the original designer brand in the Chinese market, and the number of such brands has now reached 800. Different from the large-scale fashion and apparel groups familiar to consumers, such as Lexus, CSL and Metersbonwe, these brands are usually founded by postgraduates of clothing major. There are 35 or 40 small teams doing their business, It has just undergone initial growth in two or three years, is relatively decentralized in the market and lacks generous funding and resources.

However, the original designer brand corresponds to the consumer market, is showing explosive growth: According to a 2013 survey of fashion, fashion market assessment, the size of the Chinese market transactions reached 500 billion yuan, of which sixty-seven Chengdu from the original brand , The rest of the sales by a number of international big names to create.

Can see that the emerging original brand no shortage of people and attention, the lack of how to find a suitable platform for docking, on the one hand to strengthen brand awareness and influence, on the other hand to not be under the burden of excessive financial pressure Drive sales growth.

Vice President Button Cong Xiao said that such brand development and market trends, YOHO! Capture the market gap, "just as the only product will be successful, from outside the first tier and second tier cities outbreak of brand consumption, What YOHO! Needs to do is to meet the ever-expanding urban population that pursues the trend and personality. "

First, the e-commerce platform built by YOHO! Is born out of trendy online magazines and online interactive communities, and is targeted at serving influx of users. In addition to striving to obtain authorization of international brands, it also requires a lot of attraction and convergence in the growing original Brand, to meet the consumer needs of the target population.

Second, compared with Taobao such large-scale integrated e-commerce platform, its billions of daily average PV created a "pyramid" of ecology, that is, 80% of the brand, the store can only be divided into 1-2% revenue platform , Whether it is traffic or users are more oriented to big sellers and mature stores. The YOHO! Goods in more balanced ecology, the annual total revenue accounted for about 60% of the share of the original designer brand, the number has been close to 400, which hundreds of brands although there are differences in body size, but the gap and Not too big, this ecological environment is more suitable for youth brand development.

Button Cong laugh introduced in an interview, YOHO! Through magazines, online communities and other media get a certain understanding in the designer circle, for different stages of the brand provides three different ways of cooperation.

For more mature, have a certain size or ground floor shop brand, you can get goods directly to the consignment, a brand online channel as a way.

For the production of sufficient funds but in the store opened, the channel is not mature enough to develop the brand, usually direct purchase, buy goods, and gives some design, production advice.

As for the new brand with good potential and new potential for development, YOHO! Has set up a joint-venture mechanism in terms of stock. It usually packs prices with funds and promotional resources, takes up certain shares of the brand, gives support to production funds and media resources, and deeply participates in the brand Construction. For example, during the design phase, the buyer's team suggests adding skulls, metal badges and other elements to the T-shirt or backpack. After the product launches, media resources such as magazines help to promote the brand.

Starting from Guangzhou, the founder of men's brand DEPOT3, taking into account the brand positioning in the high-end, the customer is relatively high unit price, and has established a more mature offline sales outlets, worried that simply take the form of online take, will affect the user The perception of the brand, so by YOHO! Stock platform for some trendy models of clothing consignment. Front Row Shop mentioned earlier this year with the YOHO! Stock purchase agreement signed part of the goods, abroad, they also began to try to cooperate with some of the trendy vertical e-commerce site.

Button Cong said laughing, YOHO! In stock and thought, spend money to "win over" original brand, because seeing these brands are creating a trend. The energy and explosive power of the original brand is far from sufficient compared with the international original brand that leads the trend in the field of apparel and the trendsetter. However, this "insufficient" also determines the great space for growth in the future. "At this stage we will more procurement, sales, service costs and pressure to their platform to reduce the pressure on co-designer, so that they focus on brand design and management."

To put it plainly, YOHO! Stock now to be a platform to co-brand brand sales, "not to say that you free this brand to my website to open a shop, and then sell do not sell out we will not matter .In order to help original brand products Quickly sold, but also to avoid the cost of YOHO! Go back, our buyer team from the style (such as street, punk, skateboarding, etc.) and price bands and other links to find out what brand is still missing, and then find The right partner. "

Button Cong Xiao said that in determining the brand cooperation at the same time, YOHO! Stock has established a set of uniform standards of service, including warehousing to pass AQL2.5 standard quality inspection (ie, 100 finished product sampling does not allow more than 2.5 times Goods); storage after the picture taken and uploaded; and then delivery, enjoy a unified return and other after-sales service. These are the service standards that consumers value. From this we can see that with most of the E-commerce sites are concerned about soliciting and diversion, YOHO! Stock from the beginning of this year are in the supply chain and server. "According to the data of June this year, the growth of new customers is between In the case of a decrease in delivery, over 50% has been surpassed. The stage of economic development in China determines the changes in consumer habits. We are not worried about nobody coming, and we are more worried about whether we can buy what we want. " .

In this regard with YOHO! In stock The establishment of cooperation Tokyo brand kadakada designers also said that as the brand positioning in the love dare to wear, the pursuit of the heart of the group, the brand in 2011-2012 just established, more through the stars, the trend Circle of opinion leaders to attract people. With the rapid development of network economy, we need to lend a better platform to promote the brand bigger and broke out in China, choose YOHO! The main reason for stock, but also because of the similar positioning of the two groups and the life style is very consistent.

In the interview process, Front Row Shop, kadakada disclosed that the current global brand sales reached tens of millions of dollars a year. Button Cong laugh predicted that this year's original designer brand will give YOHO! Stock bring only about 600000000 yuan of revenue, these figures relative to the whole trend, the designer economy is minimal. However, with the help of the platform and brand exploration, the Chinese market may soon be like the European, American, Japanese and Korean as more and more original brands of different styles flourish and even form a large fashion brand fashion group.

By that time, both the designer community and YOHO !, the value of the release will be greater. (Finish)