Sun Zhonghua: The First Woman In The World Of Animation And Women'S Wear Brand

Profile: Sun Zhonghua, male, chairman and chief executive officer of DESSIN ANIME China Garments Co., Ltd., chairman and design director of Hangzhou anime Fashion Co., Ltd.

A fashion designer full of entertainment spirit and business intelligence; a brand founder with personal charisma and philosophy of life; an interpretator of animation, women's clothing and Hangzhou's mystery, and found the true meaning of the details of urban life, that is, the 70 after striving, romantic and animated cartoon.

Born on the side of the Fuchun River, grew up on the West Lake, and studied at the Seine River. It started on the Bank of Qian Tang river. Graduated from Zhejiang University (undergraduate, MBA) Chinese Academy of fine arts, Paris Fashion Design Institute PARISFASHION (Master), has a strong love for the clothing and clothing industry. It is called DOMAN, entertainment cross border fashion designer, Zhejiang Tonglu people, not tall, not strong, intelligence quotient, and a large number of ordinary people in the street, but the head is agile and vigorous, and luck is good.

The age has just passed, and is eating the hardships of starting a business. It has already enjoyed the fashionable fortune, so it can be up and down, but it can be flexed and extended.

A fashion dealer who has basically starred, is good at playing nonlinear thinking, and is good at counter cyclical strategy.

He will "create brand culture is adhering to the design style totem", "lead lifestyle is the foundation of brand culture", "perception of life is the essence of life style is the key to life style" as its three design philosophy benchmark.

The first outstanding women costume designer Gao research class first students, after graduation, engaged in clothing management, determined to leave a longer life than the good things, let the world animation.

Praised by the media as "the first person to explore and innovate the new path of the traditional clothing industry and animation creation and Internet convergence and development".

In the first China Fashion and creative awards, DESSIN ANIME (China) Fashion Co., Ltd. CEO and chief designer Sun Zhonghua were awarded the Asian fashion and creative crossover fashion character, and the Chinese fashion designer.

This award was given to him, which surprised the fashion circles.

He left alone in Paris to create the world's first and only DESSIN ANIME animation women's brand in the world.

What is puzzling and interesting is that a financial boy has never had dealings with costume design and business operation before stepping out of the school gate. Why can he get such a remarkable achievement in the industry?

To this end, we approached Sun Zhonghua, a legendary figure in this fashion circle.

Fashion is more than fashion

Although Sun Zhonghua also had a good job after graduating from University, he did not think he had found the ideal career direction. Therefore, he targeted the clothing industry and studied fashion design himself. He entered the advanced class of outstanding ladies' designers and took the lead from Wu Haiyan in the first place.

From financial to clothing jumps across the border, Sun Zhonghua did a good job. "Likes and understands well" is the most important factor for him to do this business, and is also his biggest advantage.

In the face of the global fashion brand style, Sun Zhonghua came to Paris to study costume design and put all his eggs in one basket. He used nonlinear thinking and counter cyclical strategy to create the world's first and only anime clothing brand DESSIN ANIME in the world, only to find his own sky.

He integrated the culture and artistry into the core competitiveness of the clothing brand, and he injected DESSIN ANIME into it.

Most of the entrepreneurs of Hangzhou women's wear are students from Zhejiang Institute of Silk and Textiles or Chinese Academy of fine arts. They or their classmates are partners or husband and wife partners. They use small workshop style process to climb around the market and finish their original accumulation, and then determine their brand style and scale.

Compared with the talent of this industry, Sun Zhonghua is a heterogeneous group.

However, professional misplacement did not affect his success. In the final analysis, it was his love for clothes.

From the beginning of the learning clothing industry to its own design and production, Sun Zhonghua spent a year, this is the original image of Hangzhou DESSIN ANIME Clothing Co., Ltd.

After three years of struggle, Sun Zhonghua began to organize his team, and the company was gradually on the right track.

Since 2004, three brands of "DESSIN ANIME", "anime constantly" and "VIMIVA" have been established. Since then, there are more than 500 franchised stores in the country. At present, he has set up a Hangzhou animation and Fashion Co., Ltd., which integrates design, production, production and sales, and wants to launch the new brand "ZOI3I4".

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During the interview, Sun Zhonghua would specifically mention that the average age of a Team in the current design team is 23.2 years old. This young team together with Sun Zhonghua is "advocating romance and pursuing heartbeat".

Brand is a concentrated expression of corporate culture and business philosophy.

For the brand Sun Zhonghua has unique insights, therefore, in the show planning, exhibition, album design, shop layout, Sun Zhonghua will highlight the characteristics of its brand from the nuances, and reflect the building of its brand culture.

Sun Zhonghua said that a company or product, like a school, needs a brand story, with a connotation to play the effect of brand appreciation.

If there is no connotation, then even if the surface is bright, it will be only temporary.

He hoped that the connotation of "DESSIN ANIME" could better reflect the characteristics of young urban animation women, and create a healthy and graceful image of modern animation women.

Sun Zhonghua also has his own tricks for the creation and operation of brands and years of shopping in the mall.

"Creating brand is also a" venture capital ".

First, risk of off-season operation.

Enterprises do chain store brand operation, not like wholesale trading spot pactions, must publish their own trend design, order meeting.

Clothing in autumn and winter will be released in 3~4.

This practice has greatly increased the risk of enterprise investment, because the early fabric ordering, early production and capital investment are not necessarily consistent with the fashion trend.

Second, we must strictly manage franchisees.

DESSIN ANIME set up a strict franchise system: on the basis of paying a certain franchise fee, the franchisee's annual purchase volume should not be less than 400 thousand yuan, and the total amount of the total amount of the goods can be returned to 7%. In addition to the national promotional activities, the franchisee can only sell discounts to the VIP card users. If you want to do your own promotional activities, you need to get the company's approval. All the franchisees' images are designed by DESSIN ANIME, and the franchisee can only follow the lead. Franchisees are not allowed to sell non DESSIN ANIME products in the exclusive stores or counters. No DESSIN ANIME has a strict franchise system. In order to prevent franchisees from copying trademarks, they are processed elsewhere.

Sun Zhonghua believes that brand management and processing are the foundation, design is the core, marketing is the guarantee, and the combination of the three is the guarantee of brand competitiveness.

After forming a certain scale, he sent people to open up marketing network in China, looking for powerful agents or franchisees, training them, providing financial support, pave the way for the healthy development of the brand.

In the early years, he went to law to pursue his career, the romance of Seine River, the leisure of Bordeaux, the encounter of Le Louvre Museum, the passion of Triumphal Arch, the magnificent of the Triumphal Arch, and the bustling of the busy street, bringing him many design inspirations, which made Sun Zhonghua keep in a state of excitement in his design, and his design style was natural and distinctive.

The costumes created by Sun Zhonghua are highly sought after by anime women through their distinctive heartbeat and highly infectious promotion methods.

The rebellious character made Sun Zhonghua adhere to the style of DESSIN ANIME for nearly 10 years. Until now, in order to find inspiration, Sun Zhonghua spent about 7 months in a year, spending more than ten countries a year.

He likes to walk on the streets of the city and feel the art of different regions.

Therefore, his works are still distinctive, full of heartbeat and romantic colors, while the public is also very clear about their works.

In the design, Sun Zhonghua will put her personal aesthetic preference strongly or even hard into every quarter's design, from the unsymmetrical jacket of self cultivation to the small jacket full of cartoon and plate style. From the women's dress to the large piece of embroidery, to the sewing of metal wire into the garment, the wearer can dress the DIY himself.

His clothes can always introduce the current fashion of animation into traditional costume making, thus forming Oriental fashion acceptable to Oriental people.

The philosophy of "nonlinear thinking" and "counter cyclical" make his creativity untaboo.

Sun Zhonghua believes that the characteristics of DESSIN ANIME brand are heartbeat and romantic. "Anime" these 2 words, very good interpretation of the DESSIN ANIME heartbeat, romantic brand concept.

When designing, Sun Zhonghua's inspiration seems to be everywhere.

Once, when he went to the Starbucks coffee shop, he saw that the colors of the small decorative paintings with the color of coffee and milk white matched on the wall were very harmonious. He immediately realized that such a collocation would become the tone of the new clothing series.

Many of the costumes of DESSIN ANIME come from Sun Zhonghua's inspiration: its pattern may come from a wrapping paper, a kitchen utensils, or anything else, but they are not inspired by beauty but inspired by beauty.

The lifestyle of "heartbeat, romance and animation" is the brand concept of "DESSIN ANIME". Based on this, the company has been using the most fashionable cotton, linen, silk and wool fabrics to deduce the design theme of "return to anime".

He positioned his consumer group as a city anime woman aged 25~45 years old, designing and developing based on the lifestyle of this group.

In addition, Sun Zhonghua also stressed the casual collocation between clothing items, providing a professional dress for consumers, while leaving more room for them to recreate.

In addition to the infectious design concept of "heartbeat, romance, animation", Sun Zhonghua is also known for his more dynamic fashion show.

Studios, studios, bars, castles, squares, and banquet halls of five star hotels will be the venue for his press conference. Without exception, he will repackage them, which will cost millions of dollars at the expense of dozens of minutes.

Sun Zhonghua insists that fashion design is a career that takes care of the soul and dreams, and makes dreams come true. Even if it is only for a short time, it can remain in the heart of the dreamers for a long time. This is worth it.

During his study, Sun Zhonghua often helped his mother when she was making clothes.

"At that time, mother was mainly making orders to make clothes for others.

When she cuts clothes, I like to look at them and make some suggestions.

My advice is often adopted by my mother, and she often praises me for her talent in fashion design, which may be the first motivation for me to take the road of dress design in the future.

Sun Zhonghua said.

At the age of 26, Sun Zhonghua became a better job after graduating from university and worked as a senior executive in a clothing company as he grew older and became more and more fond of fashion design.

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"Once, I forgot to do my uncle's confession. When I got home, my uncle was very angry and scolded me. It wasn't because of how important it was. He was angry that I didn't do it.

I am deeply aware of the importance of honesty and trust.

Until now, I have always insisted on this in my life and business, or I will not agree with others. Since I agree, I have to do something well.

Sun Zhonghua said.

One day in 2006, Sun Zhonghua boarded the plane to Paris.

After seeing the endless business opportunities and charm of this fashion capital again and again, with the help of passionate blood and passion, the birth of DESSIN ANIME was promoted.

"Because animation is the happiest and most promising thing in the eyes of our generation. I like the character she represents, so I chose this name without hesitation."

At the beginning of taking over DESSIN ANIME, Sun Zhonghua, relying on a designer's unique vision, is making full use of his own design talent, and according to the latest international development.

Animation continues

Although it is the chairman of a company, Sun Zhonghua has always appeared in the capacity of "design director" or "chief designer".

"Building brand culture is the totem of design style" and "leading the way of life is the foundation of brand culture". "The essence of life is the key to leading the way of life," Sun Zhonghua said.

Perhaps because of talent, perhaps with his special life experience, Sun Zhonghua in the design from time to time there are some new and unusual ideas.

Animation costumes, anime lifestyle, anime women, OMO orders, and so on, is also his best idea.

"Committed to the animation women to provide heartbeat, romance, animation, and exotic fashion fashion, this is DESSIN ANIME women's personality pursuit."

For the success of DESSIN ANIME now, Sun Zhonghua has come down to "understanding women".

When DESSIN ANIME gradually moved to the world's first brand of anime dresses and the "best and most beautiful" company in the world, sun Zhong Hua set her goals farther. "I will work hard to build a fashionable and learning enterprise, establish a brand, and let the world understand the relationship between animation and people through DESSIN ANIME.

"

"Profit is not the only criterion to measure the success of an enterprise.

The cohesiveness of a team, the reputation of the market, and the popularity of the brand are all important components of success.

My ultimate goal is to create a brand with a century of charisma. "

Life is endless

Sun Zhonghua is not married yet. He is single. He is looking forward to the emergence of snow white and married in January 4, 2013.

For him, life is fashion, freedom and happiness.

"I am a responsible man. I believe my love life will be good."

After work, Sun Zhonghua likes to experience different identities in his life.

"To live out your inner wants" is a sentence he likes.

In addition to young people's hobbies, Sun Zhonghua also liked racing cars.

He likes cars very much and loves Porsche Cayenne best.

"The pursuit of accuracy and understanding, racing speed and passion.

"I have always insisted that life is the most important.

I don't want to be stressed. I need to go back to life and enjoy life.

As for the master, I think that may be the goal of being ready again. "