Liu Qingyang Talking About The Early Setback Period Of Brand

Although the fabric design and clothing design concepts are interlinked, but after graduating from the University of fabric design, Liu Qingyang did not know how to make clothes. After returning home, he found an old tailor in Beijing. He systematically studied plate making, three-dimensional cutting and other techniques.

And the most difficult part of brand creation is how to find suitable positioning and style, and how to open up the market. Chictopia The original brand positioning is quite different from the current positioning. Because there was no clothing company's work experience before, and parents' investment advice, we didn't understand the fashion market, so at first, they took a conservative route and made a more popular brand.

That series The style is very comfortable and very cheap, but after Liu Qingyang made his first series, he found this direction wrong, "this is not what I am good at". Liu Qingyang is good at clothes with more design sense, and the popular style is not her advantage. The parity price positioning can only be price war in the competition with the chain brand, which is the biggest weakness of the designer brand of the small order, so the first year of the brand is very awkward.

In 2011, Liu Qingyang began to do what he really wanted to do. printing The elements, besides the positioning of many neutral style designers, have chosen a very feminine style. "It's a small niche series, but it's very successful. Many people like it. It's the series that determines the style and direction of Chictopia."

When the brand was founded in 2009, Liu Qingyang also encountered the same channel problem. There were almost no buyer shops in China, and no shops were willing to sell Chinese designers' works. But compared with other designers, Liu Qingyang took a road that needed more capital support in sales channels.

In April 2009, Yau Tang Life Plaza just opened, and Liu Qingyang opened his own direct store on the three floor. "At that time, I simply felt that looking for a sales platform, the simplest and direct idea was to open a shop" without taking into account the positioning problem.

"At that time, clothes were not sold for a couple of days, and sales were not enough for a month." until 2010, Hong Huang's original design concept store, BNC, opened. Liu Qingyang took the initiative to contact the peppermint glutinous rice onion, so that they could come to see their works, and then closed the shop of Yau Tang Life Plaza, in the form of seasonal selling with mint glutinous rice and scallion.

Peppermint glutinous rice scallion has also become an early publicity platform for Liu Qingyang. Liu Qingyang's products sell very well in the store, and many people who go to the store are fashion media people, and more people know Chictopia brand.