Split silk 7 years of entrepreneurship: from Nepal store fission for the annual sales of 200 million of Amoy brand

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Crack silk Shop Home design style full of strong national wind

In recent years, the clothing of the silk cloth has paid more and more attention to simplicity and modernity, but the classic flower pattern is still one of the iconic elements.

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From a small sale of Nepalese Indian apparel Taobao store to today's annual sales of 200 million of Amoy brand, rip Silk (tear) in 7 years. For a long time, this main national wind clothing brand from the design style, operating rhythm to team culture with the founder of the Tong sister personal obvious imprint. Today, split silk consciously dilute the founder's color, and strive to become a public company within 5 years. And the design of the Amoy brand, the ultimate hope to become, is the international apparel design peer recognition of the designer brand.

The crack of Tang's gale

"As a child, I was bent on becoming a Mao." Write things, walk around, have a love, take money wrong, stuffed in a pillow, scattered in the Sahara desert wind. Go to the governor's mansion and steal the roses, get together with the tribe and give them small pills. Polytheism, Sufi, believes in unpredictable mystical forces, and then dies early when young. ”

This is the confession written by the Gale. Tang Gale, crack Silk founder and design director, formerly known as Soup Perilous peak, had used the name ominous. 1998 graduated from Nanjing Art Institute, clothing design Professional, and then has been North Drift, 2006 set up the brand crack silk. Said the crack silk is "the soup Gale's crack silk" may let her be unhappy, because this founder hates to be labeled, especially hates by the modern commercial nature the various appellation and the role labelling. Her colleague told me that if you call Tong boss, it will make her hard to get mad.

Split silk is not the reason for the strong wind of the two, because the sister small wind together to create the brand. Xiao Feng resigned from a plane editorial office in a newspaper in Nanjing, following her sister's creation of a design studio in Beijing. Studio for a magazine called "Chinese People" to do graphic design, and the magazine's exquisite clothing will originally on the minority costumes love the heart of the two sisters expressed desire to ignite. At the end of 2005, the Wind and small wind on Taobao shop reselling India and Nepal apparel, the speed of the sale of goods also let the sisters realize the magic of E-commerce.

2006, tired of the graphic design of the small wind direction sister proposed to return to the bank to "make clothes," sister readily agreed. Crack Silk Market director Cai Han Green This interpretation of the sisters do independent design brand Reason: "For the Wind and small wind, sell their favorite clothes is also an expression." In those days, the mere scalping of clothing was not enough to satisfy their desire for expression. "That year, the Tang Gale and small wind holding their own design drawings innocently ran to Yunnan to find foundry factory, the result was full of a few back." Because the sisters ' designs were too complex and the orders were too small, no factory was willing to take them.

Back to Beijing, no way the sisters can only recruit a few tailors themselves to start the workshop-style production of "crack Silk card" clothing. In the May 2007, the group of silk split rapidly developed to nearly 30 people. That year, split silk in Taobao has 4 stores.

At that time, in addition to the design of the soup is also a part of the model to crack the silk-this is the outside world will think that the crack is the direct cause of the Tang Gale. "Crack Silk" is the name of the Taiwanese writer Jiang's famous "April Crack", which is the favorite author of the Tang Gale. This once played rock and want to become the founder of the writer, almost will slack temperament grafted to crack silk brand gene. The products and personnel management in the silk is difficult to imagine in the start-up companies that are now popular with KPI-checking employees.

Cai Han said that one year the company's sales target was scheduled to be 100 million. For that 100 million, the company that rarely worked overtime began to work overtime regularly, and many people complained. "Ah, forget it, why for the performance of their own so painful." We do not make a billion this year, do 80 million. "Then the soup Gale said so." And that sounds like a joke to really take seriously, "that year our goal is really 80 million." Cai Han Green confirmed.

There are a number of similar examples in Cai Han's story. For example, split silk from the establishment to now only played half a year card. The clock-punching system makes many people feel "upset" and then is canceled. According to the logic of the split silk, the rules are for those who do not have the responsibility to decide. They believe that a sense of responsibility will allow each employee to set up their own job requirements. If a person is slack because of the lax management of the company, the person will surely be eliminated. #p # subtitle #e#

Each employee of the silk fissure has more than 2000 travel funds each year, "The Gale is a very life-oriented person, she also advocates this attitude in the company, nothing is more important than life." "In the narrative of Cai Han, the Tang Gale is undoubtedly a person of great personal charm."

Cai Han also admits that the relatively loose pace of work and staff management makes the company's human costs slightly larger than other start-up companies.

Key numbers for Brand design

Taobao, as a few of the few design-type clothing brands, split the number of pieces of silk data may be a little referential significance.

Split silk at present in Taobao has four shops, in addition has been stationed in Jingdong Mall, Dangdang and every guest v platform. Last year sales were close to 200 million, with about 700 employees.

As a design brand, split silk has more than 100 people's research and development team, including designers and designers assistant about 50 people, other including sample clothing workers, shell and other technical personnel. Soup Gale and small wind are now the main set of the silk. Designers are not required to design a few series or several new products every year, "all look at their own." Each year, the marketing department will be based on previous years data to the design department, such as the number of shirts needed this year, the design department to develop new products accordingly. Of course, the design department needs to give designers some free space, so not exactly according to demand.

In the designer's training, the split silk is also a kind of shun its natural, the state of being happy-go-take. In the split silk, the designer each year has a free folk songs and tourism opportunities. Although the design of the annual recruitment of designers, but will not achieve the development of a specific number of recruitment. "If we meet a very suitable designer, we can even carve out a brand for him," he said. Cai Han Green said with great confidence. In their view, the split silk has enough resources to create a new brand. In the second half of last year, split silk and local designer Qian cooperation, launched the crack silk men's brand "not pool."

According to the introduction of Cai Han green, cracked silk one year development of new products (including clothing, accessories, footwear, etc.) about 6,000, of which the real volume of the shelves of about 2000. It will probably push 50 series a year, with at least 20 new products coming online every week. "Our new product is generally open because we have to take into account the conflicts between the same categories in each series," he said. ”

In the crack silk, Cai Han Green is responsible for the flow. The so-called responsible flow, is to be through a variety of advertising and site cooperation to ensure that the store traffic. It is revealed that the split silk is now spent every year in advertising investment is 10% of sales, that is, about 20 million.

End point: Designer Brand

"April crack" wrote that the April sky if not crack silk, the May mark clothes how to start? Crack silk This brand is now also to some extent to be drawn away from the past.

In the past, the clothing of the national style is strong even some strength, design and workmanship are also very complex. In order to adapt to more customer preferences, but also in order to adapt to production and sales scale, split silk today's design more and more attention to simplicity and modern sense.

On the other hand, founder Tong is consciously downplaying his personal imprint on the brand. 2007, the crack silk is already the star shop, the soup Gale was also far more active in the media than now. Now, she hopes that the outside world no longer think that the split silk is the Tang gale individual or Tong sisters. In the 2009, the model was no longer her. She also rejected the vast majority of media interviews, even if accepted may not be her own. More fundamentally, split silk now has about 50 designers and design assistants, these designers are not necessarily limited to the national wind route, their participation is to dilute the Tang gale and small wind for the brand to establish a distinctive national style.

From the past moderate extraction, split silk is also growing more ambition. The men's brand "non-pool" is a card in the menswear design brand-though the brand is still losing money for a year. Also in last year, crack silk began to do priced at seven hundred or eight hundred yuan high-end series, it is said that "sell well." This year, the high-end independent brand of silk is being planned.

"Our vision is first to become a listed, then a century-old enterprise, and ultimately to become an internationally speaking brand of design." "In the eyes of crack, becoming a design brand is obviously more important and difficult than a 5-year listing," he said. To achieve this goal, it is an essential stage for them to do high-end and offline physical stores.

This year, the electric business capital environment A unbearable, crack silk about 80 million yuan of financing but as scheduled in place. Split silk with 20 million in Tongzhou bought a place about 10,000 square meters of the studio-yes, when many electric dealers get financing want all to burn ads, split silk for their own changed a more comfortable studio. Cai Han said that the rest of the money they will take part to improve employee social security and other benefits, and most of the funds used to fight risk. Affected by the collapse of the coastal manufacturing industry and the rising cost of labor, the production cost of the split silk was also pulled high. "If we cost 70 a piece of clothing last year, it's already up to 90 this year, and it's very realistic pressure and risk," he said. Cai Han Green said.

And this year's sales target, is 500 million-600 million.