The Search For "Buddha" Became The Touchstone Of MOUSE&Nbsp; JI.

Commercial landing creative takeoff

Zhao Qian, the Chinese director of the French High Fashion Association, has always been responsible for the cultural exchange between China and France. Over the past two years, she has focused on the commercial landing of Chinese designer brands.

Exceptional brand shops

In 2009, Zhao Qian led her team to MOUSE JI, an international brand created by Chinese designers, and landed at GALLERIES LAFAYETTE in Paris, creating a new international business mode of Chinese brands. After that, Zhao Qian helped Xia Zichen get a membership in the Paris High Fashion Association, making it the first Chinese member of the French High Fashion Association. Zhao Qian's action makes people feel that Chinese designers are not only a show, but a simple publicity and promotion.

In addition to Zhao Qian, more and more people are working to provide designers with a broader and suitable platform. Located in the "China Textile First Street", the "China Textile Design Center" of the Sijiqing clothing characteristic block in Hangzhou, has gathered nearly a hundred Chinese fashion designers, helping them overcome the shortcomings of the core business direction, diversification of business concepts and the lack of promotion activities, creating a personalized studio to get more room for survival. In Shanghai, there have also been many commercial establishments supporting local design, and Elite Bar, co operating with Elite Model, regularly hosted Chinese designer fashion shows in bars, while Younik in the Bund No. 18 sold local designer's works. In addition, clothing design creative gardens in Shenzhen and other places are under construction.

Below, from MOUSE JI, Jack Shi, exception and other designer brand leaders' growth experience, we can see the strength of these platforms better. These different models of the leaders provide a reference model for more designer's brand growth.

The mode of Jack

Creativity is not a castle in the air.

"Low price is not low grade, high price is not advanced, successful brands are high, medium and low end." Shijie, the top ten fashion designer in China, founded the "Jasper" brand in the past twelve years, and has been gradually expanding its scale and influence. At present, he is making a lengthwise extension of his brand. "One way is to go up, one way is to go downwards, so as to face different levels of consumers. For young post 80s and post-90s groups, we will launch the low end fast fashion series, and launch a series of designers for the high-end market.

In the view of Shi Jie, many international brands are actually made up of commercialization, and their products are the embodiment of designers' unique ideas. And Shi Jie is determined to create a first-class commercial designer brand. Therefore, in the second half of 2009, Shi Jie spotted the structural framework of China Textile Center "clothing enterprise + designer", and set the studio in the China Textile Center.

"Designer's creativity can only achieve higher value through the presentation of products, otherwise creativity can only be a castle in the air." In the view of Shi Jie, clothing is the combination of design and art, and is the embodiment and exertion of designer's inspiration. Only by using such design to bring dress, can commercial maturity be formed.

Shi Jie believes that in the next few years, with the gradual maturity of the domestic women's clothing market, the domestic original designer brand will inevitably become stronger. Designer brand innovation is not only product and style, but also the innovation of mode. He said that as a mode of "expression of a small circle and a buying system", he will speed up the integration and upgrading of the image of the terminal through strengthening the brand style and strengthening the concept. The service will be more personal, and will slowly be implanted into the influence, so as to finish the sale skillfully.

MOUSE JI mode --

Entering foreign capital department stores to build international brands

Now, Ji Ping Sheng occasionally goes to the exclusive store of Paris's old Buddha's department to find out the sales situation. He likes to stand outside and watch tourists from China pick out the clothes he designs. "If I don't say, they can't see that these designs are from the hands of a Chinese."

The designer brand, named MOUSE JI, has a loose stereoscopic cutting, flax texture, elegant cuffs, and a casual feel, like a mechanical sense against the garment assembly line. "If you look at it carefully, you will find its difference." Ji Pingsheng said.

Ji Pingsheng did not hold a fashion show in the four fashion week, but was boosted by the French High Fashion Association and became the first Chinese designer brand to be invited to shop in Paris's Lafayette department store. {page_break}

More than 10 years ago, Ji Ping was only a Nanjing garment manufacturer who made OEM. By the end of 2007, he had registered his own company in Paris by studying art. He tried to convince the world to accept his brand MOUSE JI through foreign department stores. Finally, after the conquering of "Buddha" in 2009, the MOUSE JI brand began to spread all over the major department stores in Europe, and its influence increased dramatically. The price of the single piece clothing jumped to more than 500 euros. "Lord Buddha" became the touchstone of MOUSE JI.

At present, MOUSE JI has nearly 300 sales outlets in Europe, and the high-end shopping malls such as Messi, Japan and San Yue also extend olive branches to him. "I think that in the next three years, MOUSE JI will become a brand in Europe." Ji Pingsheng is full of confidence. It is impressive that he does not agree with the idea that "the nation is the world". He believes that the success of MOUSE JI is rooted in the fact that he speaks Chinese culture in international fashion language, and conquers the world with cosmopolitanism.

Exception mode --

Based on the "special" marketing strategy

In 2000, with the exception of the formal design style, there were about 5 franchised stores in the whole country in franchise expansion. In 2001, its stores increased to nearly 30, and in 2004 it increased to nearly 100 stores.

At this time, as a relatively large scale designer brand, exceptions attract many risk investors' attention. However, the idea of packaging and listing with the concept of clothing chain is not consistent with the exception of the development strategy.

We should be loyal to original exceptions, decisively adopt outsourcing strategies such as outsourced production links and shrinking shop numbers. At the same time, supplemented by alternative marketing modes, we will integrate aesthetics and art into commercial operation and continuously enhance the added value of products. In recent years, its creation has only displayed the "no use" of the unsold art brand, and has opened the road of internationalization for the "exception".

There are usually three channels of clothing brand in China: direct marketing, agency and franchising. The exception is franchising mode. Apart from Beijing, Shanghai and Guangzhou, the three applicants can directly apply to the exception company. In other regions, the exception is given to the local cooperative agent, who is responsible for approving and coordinating the opening of the store.

Exceptions include a strict set of criteria and special strategies for location selection, store design, management and training of shop assistants. The exception of the first bookstore and clothing store combined with the "double shop" settled in Kunming, Yunnan, where customers buy more clothes, more in the world of aesthetics and art. The first clothing store is located in the China World Trade Center store of Beijing, which is full of metropolis atmosphere. Here, the exception is the introduction of the Hongkong home brand "G.O.D", so that customers can put aside their worries and enjoy the leisure in fitting clothes. At present, the exception is still striving towards the direction of meticulous management, in order to continuously improve the terminal control.