Lin: It'S Hard To Create High-End Designer Clothes Online.

Living in the left founder Lin said, creating high-end online.

It's really hard.

Even if it is the founder of the sinemi group, which is a member of the ememe group, it has grafted all kinds of resources and advantages of the parent company, and now it may not be confident that it will have another life in Tmall.

In an interview with reporters, Lin talked about the difficulties and decisions of life in the early days of the founding of the people's Republic of China. The three requirement is that life is indispensable to the left.

One is stepping on the right time, 2014 coincides with Tmall pushing the high-end Internet original brand; the two is to find the right brand partners, the degree of agreement between partners is very high; three is a calm mind and a firm heart, after all, the group has a mature brand such as Yin man and Chu language.

Photo: from left to right, he lives in the left brand partner and chief operating officer, sunny LAN, living in the founder of the left brand and Lin Mei, co-founder of the sinoamerica group.

At the beginning of the founding, was the capital lost?

Reporter: living on the left is estimated that this year's sales volume is over 100 million. Has it experienced a period of sales failure?

Living in zuolin habitat: to be honest, at the beginning, many people thought that clothes were too picky and few people could handle them.

But we have always wanted to be a more pure brand. We do not expect all customers to pay the bills. At the beginning, we did not expect high sales expectations or even prepared for a few years of loss.

So, at the beginning, we didn't put the sales expectations high. Later, the market feedback exceeded our expectations. We sold 100 thousand on the first day.

Generally speaking, sales volume will drop after the first day, but our sales in the first quarter far exceeded the expected results. This gives us great confidence.

Therefore, we are more insistent on the experience at the end of the product, instead of just grasping the new customers and giving up the old customers. This will create a vicious circle.

Reporter: when did sales begin to grow rapidly?

Living in zuolin habitat: in March last year, sales of over 10 million, this is a big breakthrough.

Because the Internet brand needs to precipitate customers, the more customers are precipitated, the more the repeat customers and the old customers are.

Reporter: at what level is the unit price now?

Living in zuolin: a customer spends an average of about 1000 a year, which is pretty high in Tmall.

Internet brand to achieve this customer price should be on our family, the general brand is more than 200, five hundred or six hundred has been calculated relatively well done.

Reporter: how much money did you put into the left when you first started last March?

Living in zuolin habitat: at the beginning of the establishment of the brand, our expectations were steady and not fast growing. Therefore, the advertising investment and the corresponding expenses are promoted in a more healthy way.

Our mentality is very good. The early stage is to understand the matching of customers and brand positioning, and to improve our product system and supply chain.

Reporter: is there any inventory trouble in the early stage?

Living in zuolin habitat: in the first year, our team had about three or four people and made seven hundred or eight hundred models.

Stock is very small, because we have strict control over quantity. Products are not mass produced, and many goods are reserved.

So in the first year, inventory remained conservative and stock rate was below 10%.

Now our new products are mainly pre-sale, and the annual inventory will not exceed 10%.

Reporter: what skills do you have in the start-up stage to identify customers' tastes?

Living in zuolin habitat: living on the left line before the preparation work for more than nine months, initially each edition came out from the beginning to the end, I must participate in, personally personally try clothes.

At the fumbling stage, we are not sure how the market acceptance is. It is very perturbed. One style must be passed by OK and two of the design directors. If we fail to reach a consensus, we will not place the order. At the very beginning, the elimination rate is very high, about 50%.

Photo: live in the left Tmall shop screenshots.

There are many brands in Hui Mei Group, which are partners. The person in charge of the brand is the founder and investor.

For example, apart from founder Lin Chi, the designer and director of operations also promoted to brand partners in 2015.

Reporter: how many seed users have been pformed from Yin man?

Living in zuolin: in the early days, the customer overlap rate of left and Inman was about 30%, and the overlap rate is very small now.

There is no shortcut for designer brand.

Reporter: the brand slogan that lives on the left is "can not be copied manually". Is the core positioning manual?

Living in zuolin: we respect skills, respect experience and respect traditional culture. We invite all crafts craftsmen to participate in early development in materials and crafts.

We advocate the intention of making brand names. China has too many gross apparel brands, such as high gross profit, style design, materials and so on.

We strive for cost-effective products and create a brand with an attitude and conscience.

Reporter: living in the left also want to do offline shop, will not reduce product cost performance?

Living in zuolin habitat: No.

Not because of the change of sales channels, and reduce the customer experience and the pursuit of high cost performance products.

Reporter: is the shop living on the left side of the line completely self-employed?

Living in zuolin habitat: currently living in the first self operated store on the left has opened in Wuhan new world department store China World Trade Center store. This year, the planned stores are self operated.

If we have like-minded and suitable friends to join us in the future, we will also welcome them warmly.

Reporter: will there be more than two or three stores next year?

Living in zuolin: 5 plans are planned for this year, and no more than 200 will be planned in the future.

Reporter: how big is the annual sales scale of the designer clothing brand?

Living in zuolin habitat: sales sales in 8 hundred million to 1 billion or less, breaking 1 billion.

Reporter: referring to foreign countries, when can domestic designer clothing brand achieve annual sales from 1 billion to 2 billion?

Living in zuolin habitat: the designer brand abroad has gone through many years or even hundreds of years, like Japan's Yamamoto Teruji, such as Chanel's French designer and old Buddha's designer brand, all have been precipitated for many years.

Comparatively speaking, the maturity of Chinese designers is still not enough, and market acceptance also takes a long time to precipitate.

Therefore, designer brand leaders should be clear about whether they should be well positioned or to cater to the market.

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Reporter: similar to the left brand, will there be more and more Tmall in the future?

Living in zuolin habitat: now popular Internet red brand threshold is very low, so far, many designer brands are also using the net red mode, but limited by consumer groups, limited by the designer brand, the operation team is limited, and the starting point is not high.

If you let me do a living in the left, I do not dare to say that there is full assurance that we can do it, because the time is different and the opportunity is different. In 2013, when living on the left, Tmall just supported the high-end original, and the big card had not yet entered a lot, so Tmall gave us some support. Shanghai clothing week is Tmall recommended our past, living on the left is the only one to participate in the Shanghai clothing week's Internet clothing brand.

Picture: the left Tmall shop has a dynamic score of 4.9, and Curson, the design director, mentioned that living on the left should arouse people's confidence in national costumes, and this ethnic dress does not represent the national spirit. It stresses more on the spirit behind Chinese aesthetics.

Reporter: in other words, the current online environment is not very good for designer brand.

Living in zuolin habitat: the founders need to have feelings, have a long time to precipitate, and if possible, seek support from outside for a certain period of time.

Living on the left, it was founded on the platform of the sinemi group of the EMAM company. At the very beginning, we only had to locate the product well and do a good job of the product. The rest of the work was much simpler than others, but it still had difficulties in the supply chain and the channel side, which is why the designer brand was hard to do.

How difficult it is to have early hearts

Reporter: what do you think is the most difficult thing to do when you do more than three years left?

Living in zuolin: the hardest part is to find excellent, dream consistent suppliers at the end of the product.

First of all, suppliers are concerned about efficiency and return, and many craftsmen do not have access to modern equipment and management in the mountains. Therefore, it is more difficult to integrate suppliers, craftsmen and us.

Secondly, different brands, different attitudes, different requirements, different ideas, so all the suppliers living on the left are all developed independently, without using the supplier resources of Yin man.

Online sales demand high response to suppliers, and many traditional enterprises generally do not add a single order.

But the requirement of living on the left is just the opposite. Most of them are pre-sale mode, and it is a plus system, which requires suppliers to ship quickly, and to integrate many people. This needs to run in with suppliers for a long time.

In addition, a clothing experience is good, the whole sense of value is not high, 70% depends on the fabric, not the style.

The fabric is not developed, and the best style can not be reflected.

Although there are many suppliers in Guangzhou, we rarely use ready-made fabrics, but we will do late stage fabric development (five or six people specialize in fabric development).

Reporter: what is the group's requirement for your KPI this year?

Living in zuolin habitat: with sales scale or profit index, there is basically no big requirement.

Because at the very beginning, we wanted to be pure, giving designers and suppliers a lot of space.

On this basis, we constantly explore and slowly precipitate the brand.

How much is the sales volume?

Of course, from a financial point of view, I want to live in healthy growth on the left side, and our internal human effectiveness management is very important.

Reporter: why do you value this?

Living in zuolin: all your costs are paid by customers. Therefore, we pay great attention to cost control and will be very cautious in recruiting.

Reporter: a new brand will encounter various difficulties in the fumbling period. If you are not involved in the creation of Yin man, not the co founders of the parent company, the group will give you space to play.

Living in zuolin habitat: from the very beginning, the group has been very supportive of making such a brand on the left. Its attitude is very clear.

We will go out for a lot of work in the early stage of preparation, and we will go all over the place.

Based on the relationship mentioned by you, the trust between me and the group will definitely be higher.

Reporter: what do you want to achieve when you live behind the left?

Living in zuolin habitat: sales, of course, I hope that every year can maintain a good growth, and the other is the art of guarding the Chinese project can be well promoted, so that many entrepreneurs and craftsmen can participate in, and ultimately attracted a lot of people's attention.

I hope to really break the existing high fashion brand's high profit rule and provide consumers with cost-effective products.

Photo: Fang Jianhua, founder and chairman of the brand matrix of Hui Mei Group, said that the group is living on the left with the mentality of rich daughters. Consumers in China do not recognize their own designs as Japanese consumers do. Therefore, designer brands such as Muji and Lssey Miyake have been born, and Chinese consumers in the upgrading of consumption will have to spend seven or eight more than ten years to cultivate them.

Photo: living on the left China's art exhibition, collaborating with dozens of handicraft artists from dozens of traditional cultural heritages in China, making joint works with silver artisans, embroidered mothers and weaving handicraftsmen.

Reporter: Why did this business start?

Living in zuolin habitat: this desire is very long. The predecessor of our company is foreign trade processing. I know very well that the front end production is hard, the market price is so high, but the purchase price is very low.

Later, after making it, we went abroad to investigate many places. In other countries, the low end brand became a very high-end item in the country. The high paid products were not equivalent.

Therefore, we hope to create a mode of sharing price and sharing products under the online and offline, and make a designer with the highest cost performance.