The designer brand is popular with the internet to increase support

Abstract: From the global to Asia, the concept of designer brand in these two years quietly popular. is in the consumption of the upgrade of the Chinese market, but also began from the blind luxury worship to the trend of personality transformation, local fashion designers also ushered in the Internet to promote brand opportunities,

From the global to Asia, the concept of designer brand in the past two years quietly popular. is in the consumption of the upgrade of the Chinese market, also began from the blind luxury worship to the trend of personality transformation, local fashion designers also ushered in the Internet to promote the brand, but in business and personality how to balance is really a topic to face.

Electric dealers increase support strength

In the electric business industry, clothing is usually the highest profit margins of the category, but entrepreneurs are usually on the point of luxury, or similar to the Internet brand such as customers, the integrated electronics companies are more in the sale of goods in the past quarter. In the vertical trend category, very few electric business platform to get involved, the important reason is that the market is too small.

The first to cut into this field is the power of the current yoho!, backed already quite strong trend magazine "yoho! trend", although in the initial test of hydro-electric business is not smooth, but in the consumer upgrade environment, gradually attract the outside eye, and with many artists and designers of the joint push products, At the same time in early 2014 to complete a new round of 30 million dollar financing.

Yoho! founder CEO Liang has said that the domestic local designer brand survival is not good, because this area is not like in the Internet entrepreneurship, there are so many hot money willing to invest in. So in the introduction of the Chao licensing sales at the same time, yoho! have the goods are still exploring how to launch a joint brand, support the development of original brand.

Experience two years of development time, the current yoho! has a total of more than 300 brands, of which the original tide card reached more than 200, become the main sales, contributing more than 60% of sales. Yoho! has the goods to varying degrees to help the original designer brand, such as money production, channels for sale and magazine publicity, and then divided.

This is undoubtedly a shortcut for brand designers. Yoho! has the goods President Cong statistics, in its electric business platform of original design brand more than 90% are profitable, because inventory risk in yoho! have goods this side, some associates brand and designer brand increase rate can even reach 3 times times.

Supporting local brand designers is not an easy job, it also requires a lot of money, so the latest 30 million dollars in financing, 80% are involved in this part of the business. It is also an important source of revenue for future yoho! to make large profits.

For the integrated platform, focus on the sale of goods and focus on the trend of the yoho! have goods are a good breakthrough direction. Last year only products will experience explosive growth, Beijing-east, the cat, when they have to increase the tail cargo business, especially when more to clothing tail goods to introduce new growth.

But this year, these comprehensive electronics dealers also focus on the designer brand of clothing category. Days before the cat and Beijing International Design Week cooperation, will have Vue domestic and foreign well-known designer brand to "design cat" shop into the day cat. However, with yoho! have goods to support the local brand, cat focus is the introduction of overseas designer brand, and the formation of specialized services in the design of the consumer database, is the day cat selling point.

Dangdang also in this month with the Chinese Fashion Designers Association to reach strategic cooperation, investment 100 million yuan to establish China's original support platform, set up a designer channel area. Also want to carry out brand consumption upgrades, in the field of apparel customization, pre-sale and other aspects of the attempt.

How business and personality balance

Although from the market acceptance or business environment angle, the designer brand has ushered in a very good opportunity for development, but does not mean that this area can make great strides forward.

For example, Cong once said, many independent designer brands are in the form of studio, is often 3-5 people, many designers do not want to do too much, feel almost the size of the line. Often work in the first half of the second half of the vacation, to enhance the yoho! of goods in the supply chain management difficulties.

Although Yoho! has more than 200 local designer brands, it is still at a very elementary level compared with more than 1800 designer brands in Japan, especially in brand awareness and personality influence, as well as the lack of such a big shot as Japanese Kunju Kawakubo.

The local designer brand Teenteam is founded by friends of three fashion design professionals, from the entity to buy the store to do the local design brand, the 10 people around the team to do the brand has a certain influence in Guangzhou, and can achieve profitability, they are relatively satisfied with the situation now, do not want too much business to join , and would prefer to be himself.

Hong Kong's local designer, Paul, is focused on the mainland, and the electric dealer is nothing more than a channel to sell goods, but this is a very important channel for customers all over the country to buy his brand dusty. The company of more than 30 people is also profitable, and he feels that the most important thing is to stick to his design.

In most designers, it is more important to do personality than to do business, they regard the electric business and the internet as a sales channel, "to be Yourself" is more important than "business model", many designers don't even know the Internet brand such as Bazaar and dream.

This point in already have quite famous officer Zhe body more obvious, he is Sankuanz, often attend all kinds of fashion activities, and with many launch design brand artists are friends. He emphasizes that he sells "empathy" and "values," although profitability and scale are important, but making something unique is more important. The Wingz of the 00 brands is more about the business model, he will think more about the relationship between the entity and the electrical quotient, and how to use the resources of both sides to complement each other. At the same time he will be very deep research on the issue of profit and inventory, do not want to repeat a lot of brands after the mistakes in the inventory backlog.

For more and more artists and stars to launch the design brand, wingz that is in fact, the concept of universal Designer brand, the whole market is good. What worries him most is that many international brands are setting up a trend track, and these brands can easily preempt the market of grassroots designers with the help of the original market resources.

The local designer, who declined to be named, believes do "oneself" is not so easy thing, only has the quite well-known designer only then dares to walk this road, many designers will compromise between the individuality and the market, and becomes the commercial designer, otherwise why the consumer wants for your personal hobby design to pay?

"But the good direction is that with the generation of generations, personality and self-advocacy is becoming more and more obvious trend, at present, 80% of our brands are 22-28-year-old young people buy, is expected to soon usher in the market outbreak." Said the designer.