Independent Designer Brand Channel "Compass North"

Now, local Designer Facing a changing and diversified market, opportunities seem to be everywhere, but it takes a lot of courage to dig deep in every direction. Online brand Direct stores, shopping centers, buyer shops, cross boundary shops, life experience shops and even taste different cultural clubs. The unprecedented abundance of channel resources has been carried out, but not every designer has the ability to catch up all the time. Perhaps it is time to calm down.

A stable source of tourists is a diversified foundation.

In the face of multiple channels, first of all, customers need to drain. How many people are willing to follow you? Customer stickiness is the first to bear the brunt. In this regard, different stages of brand give different answers. Less than a year on the line, Hua Mu believes that sincerity should come before talking about design.

As a designer brand that was put into operation last year, Hua Mu first needs to show the sincerity of the brand before letting customers like your style. In a complex network world, a frank shop can always win customers' favor as soon as possible. Zhou Zixiang, general manager of Yanli Garments Co., Ltd., Shanghai, touched on the reporter in a small detail.

"We understand and face up to customers' shopping habits. In the face of a new brand, customers are often unable to anticipate the style that is really suitable for them. When the first time customers ask for a refund, we will not hesitate to accept it. Deliberately creating such an atmosphere is to relieve customer pressure, so that customers can have time to understand the style of flowers and plants suitable for themselves and cultivate brand stickiness.

For an online designer brand that has been in operation for many years, taking account of cost performance and personalization, customer flow can be easily protected. "Online shopping customers remain fairly sensitive to prices. Therefore, price performance and uniqueness are the two key points to ensure turnover." Beijing Xu Xiaoyan, creative director of Oriental style Agel Ecommerce Ltd, said that designer brand has natural advantages in its uniqueness.

Further speaking, designer brand attracts customers not only with their unique style, but also needs to express a way of life that allows customers to yearn for. In this regard, the advantage of offline stores is more obvious.

Fen Shui clothing and creative Co., Ltd. created by the water collection stores in this area to dig deep possibilities. "Fen Shui now has assembled four brands. Apart from designer brands, there are cross-border brands with foreign artists, but anyway, it is the basis of sharing the existence of water to elaborate a tolerant, classic and light paced life philosophy, which will attract customers with similar attitudes towards life." Shi Jie, creative director of Shui Shui fashion creative Co., Ltd.

"Today, Hua Mu Shen is also paying attention to the heritage culture. We are looking forward to cross-border cooperation with more cultural depth, so as to bring real consumption upgrades." Zhou Zixiang expressed the same view.

Broader cooperation space

In addition to online sales, flowers and trees are operating under the line. The main directions are large-scale art cross-border shopping platforms, such as Shanghai K11 shopping Art Center, as well as all kinds of showroom, buyer shops and so on. But the prosperity of the market is often accompanied by chaos. Not all channels are high quality and suitable for themselves. Each designer needs a more sober business analysis.

"I once did venture capital, and this experience will help me to screen the cooperation platform." Zhou Zixiang said that the local buyer shop is still in its development stage, and the inspection of the strength of the buyer's shop is particularly important for the development of local designers. "The cutting-edge designers should have a more macro economic perspective, see through some of the buyers' accounts on the surface, and look for the sales platform that really brings them good development." Now, with the growth of buyer shops, more powerful capital forces have been involved, and the development of future buyer shops will have greater protection.

Apart from the "designer brand" - the buyer's shop, designer brands do not show much interest in traditional channels such as brand stores, department stores and shopping centers. Instead, they are eager to see cross-border stores in the realm of art life.

"In the future, there will be cross boundary cooperation with galleries, cultural restaurants and other commercial establishments to interpret a consistent way of life," he said. Shi Jie said that fashion design itself is an art vocabulary, expressing the designer's sentiment with products, so it needs a more vivid environment to accommodate.

"We are also working with some tea clubs, fragrant roads and other art clubs. The new Chinese style of design is very compatible with this kind of environment." Xu Xiaoyan said. In addition, with the rise of cultural activities everywhere, local designers also have opportunities to cooperate with museums and other local cultural departments. "For example, a mural Museum invited us to design work clothes for their employees." With the increasing emphasis on cultural life across the country, local designers will have a broader space for development.

More professional cooperation breeding place

For this reason, CHIC2016 autumn exhibition It has also created a more professional platform for local designers. This year, the CHIC organizers will open up the independent space for the designer area and conduct the two examination of the identity of the audience. At the same time, the designer exhibition area will be divided into three parts: standard booth, mini booth and activity area. The mini booth will be set up in the aisle area in the form of exhibition tables, providing brand accessories such as shoes and bags. The cultural salon, fashion forum, professional negotiation and other related activities will be held in the activity area to help designers display vividly and efficiently.

"Professional screening will help designers maintain copyright." Xu Xiaoyan said that before the exhibition, there would be plagiarism, which was a serious injury to the designer. Shi Jie also said: "this will be a very efficient improvement, which further reflects the professionalism of CHIC. Only buyers who are at the forefront of consumption can form effective docking with designers. He is looking forward to this year's CHIC exhibition.