VIISHOW Founder Chen Zhixin Talks About Online Men'S Wear

Recently, VIISHOW founder Chen Zhixin accepted the connection of journalists. On the one hand, he talked about the online men's clothing market. On the other hand, he also made a lot of disclosure on the future development of VIISHOW.

　　 The first batch of online men's wear is only for sale.

Reporter: the first batch Online men's wear What is the reason for the decline?

Chen Zhixin: the first batch of online men's wear sellers are just "selling". The men's clothing sold is neither style nor tonality. Most of the online men's wear brands are for the public's fashion and leisure routes. As Tmall began to support tonal sellers, and many of the traditional fashion and leisure brands entered the field of electric business, the first batch of online menswear brands declined because they did not really compete.

Reporter: what is the biggest risk of a new batch of online menswear brands?

Chen Zhixin: the biggest risk of the new batch of men's wear brands comes from Tmall's platform policy. In the near future, Tmall has pushed the international brand, and many of the resources of Juhuasuan's brand group have also given the following big cards. The online men's wear brand is gradually marginalized, and many businesses rely on old customers. But the original brand of the new generation really has brand tonality, though no support will attract certain users. Now, these truly tonal brands have entered the stage of winning the competition who can make the product quality well.

　　 Reporter: what is the difference between pursuing a tonal brand and a selling brand? Is VIISHOW always insisting on being a tonal brand?

Chen Zhixin: real brands need time to precipitate. The pursuit of tonal brands sells and sells every brand. The more the product sells, the greater the brand influence. This is a process of accumulation. Eventually, consumers will buy because of this brand, rather than buying clothes by search and other means because of demand.

There is no accumulation process for merchants without brand thinking and simply selling goods. At this stage, most of the sellers of goods are ultimately Tmall users, but can not really turn into their own brand users. But when the traffic is reduced, the seller has a higher conversion rate, and has a certain advantage in the short run.

And the brand of the tonal route is not popular because the customer group is chosen, so the conversion rate is not high. But in order to develop for a long time, VIISHOW must adhere to the line of brand tonality.

　　 The worst is often the plagiarism.

Reporter: but how can a truly tonal brand face the turbulent plagiarism?

　　 Chen Zhi Xin Now, in fact, there are not many online men's wear brands that are really tonal and style, such as Hua Sheng Ji and Lilbetter can be regarded as personalized brands.

Of course, there are a lot of plagiarism now, but plagiarism often mimics everything. The most dangerous ones are not simple sellers. These businessmen have their own way of thinking if they are clear thinking, and the most dangerous and miserable ones are often plagiarized merchants.

The real tonal brand is often sold with tonal clothing, which is a whole lot of goods, all of which are in line with brand positioning. The copying of merchants is often only "photo plagiarism". These businesses are merely trying to copy the images and composition of these brands by making them look like tunable and stylish brands. This is only visual plagiarism. It is difficult for them to copy in the design and processing of clothing.

These plagiarism did not take the tonal route, but pretended to be on the path of brand tonality. But because pretending to be a distinctive brand, it may even lose the advantage of the high conversion rate as a simple seller. The customers that these businesses are facing are different from those who take the brand route. Customers who want to buy personalized clothing will be dissatisfied with their products, and their real users may not pay attention to products that are visually tunable and style. The online brands such as Hua Sheng Ji have been deepening their customer base.

　　 VIISHOW Men's wear brand

Reporter: what is the reason for the rapid development and achievement of VIISHOW?

Chen Zhixin: first of all, my direction is right, seize the market opportunity. In 2011, with the development of personalized market, men began to pursue the style and tonality of clothing. At that time, there were almost no men's fashion cards on Tmall. Tmall also agreed with such brands and would provide some resources support.

Next is the team, our core team are all tide people, and are also proficient in the Internet. I am also quite aware of the clothing industry. I have done four years of ladies wear, opened more than 80 stores, and are familiar with the supply chain.

And our team also has a certain understanding of the Internet and traffic. The logic of the electricity supplier is, to a certain extent, that sales volume is equal to traffic multiplied by conversion rate. For example, Tmall has dozens of traffic entries, so long as there are targeted analysis and judgment, we can have a clear understanding and control of the overall traffic.

　　 Reporter: what is the core competitiveness of VIISHOW?

Chen Zhixin: the core competitiveness of VIISHOW is the team, and our executives are shareholders. I also have my own experience in team management. Our team is all level management and sharing system. The staff of the company are all the same, and the supervisor is only a shareholder. I let the supervisor become the owner of the company.

Our team's temperament is introverted, the team's character is like this, so that we can be united, steadfast and rapid growth. I also have enough trust for employees, giving them enough space to play and grow.

Most businesses rely on competent operators, and VIISHOW relies on teams, not by individuals. But many electricity providers rely on the ability to operate. Once the staff leaves their jobs, the operation will be greatly affected. So we prefer to cultivate more people and spend more money on talents. And we will recruit some people who have experience in the industry.

　　 Follow the market development and expand horizontal category

Reporter: how will VIISHOW maintain its long-term healthy development?

Chen Zhixin: VIISHOW now has no predetermined sales targets, no performance requirements, at this stage is to follow the entire business platform platform in the development. Because VIISHOW has developed to a certain extent, it is not easy to increase sales on a large scale. Now, in order to maintain the healthy development of the whole brand, we should consider the problem of brand digestion on inventory. VIISHOW's best selling style will no longer be sold as a flagship product every other year. Following the development of the market is healthy and healthy for VIISHOW, and the pursuit of additional sales needs to take risks.

In 2012, there was such a lesson. In 2012, due to the scale of sales volume before VIISHOW, the stock left behind was larger, and the old style and merchandise were sold for a long time. During this period, the sense of identity of the old customers has declined, so we must attach importance to the inventory problem, and the brand must also constantly introduce new models.

VIISHOW was very maneuverable in 2011 and 2012, because it was in the stage of rapidly expanding sales scale, and the size of the whole lot was relatively small. But now VIISHOW pays more attention to data analysis and market analysis in advance. VIISHOW the preparation of goods in autumn and winter this year will be estimated by digital calculation. When the plate of operation reaches a certain scale, it is necessary to estimate the whole sale. It is hoped that everyone in the VIISHOW team should enhance the control ability in this area. Only by improving the ability of prediction and control can we better guide the operation.

The biggest goal of VIISHOW this year is to improve the quality, thereby increasing the customer price and giving customers a higher sense of identity. Quality to a certain extent, VIISHOW will also be offline layout, is expected to open next line shop next year. The whole company will expand horizontally in the future and create brands in many categories. The company is expected to expand the category of underwear, women's clothing and children's clothing, so that it can complement each other's traffic resources.