Exclusive Interview With Chinese Original Designer Brand Leader: Innovation Without Commercial Value Is Utopian.

As the main force in the development of China's garment industry, the original designer brand has been developing rapidly in recent two years, and shoulders the cultural mission of letting the international fashion understand Oriental fashion.

Shenzhen, as the forefront of the development of China's original clothing brand, brings together the top designers and brand operation teams in China.

At the end of this spring and early summer, 110 original designer brands gathered in Shenzhen's "China clothing original designer brand development strategy Salon". We take this opportunity to interview some designers and brand directors, hoping to find out the development status of the industry from the perspective of business essence.

The forum is attended by three parties, including government leaders, high-level organizers and designers.

The mark of brand success is its sustainability.

Commercial value "is the main reason of the original brand. People generally pursue the symbol of brand success. Ye Rongfei, founder of SEVEN YE, thinks it is a kind of" continuity ".

Nowadays, we live in an era of particularly rich material. With the return of business, mass production and mass consumption are not the most important business logic. The most important business logic should be returned to sustainability, that is, whether the brand can return to life itself, satisfy everyone's yearning for a better life and pursue quality.

This is the market opportunity for the original brand.

Zheng Yuanjie, the brand director of the half acre field, said: "designer brand is still a small group of people from the current market. Opportunities and challenges coexist. I think the most important thing is to calm down and make products.

For example, we are pursuing "cost-effective" is not to say that the price is low, but to allow customers to agree with your product, price and value unity.

Ye Rongfei, founder of SEVEN YE, received an exclusive interview.

Business carries civilization, products are carriers of culture.

Returning to the essence of business, it should be combined with our life.

Our lives are built on the human civilization of science, art and religion, and are also built on commerce.

Just like China's silk, porcelain and tea, and the silk road we created, commerce has led the ancient Chinese civilization to the whole world.

If you want people from all over the world to know about China, they must have Chinese products so that people all over the world can consume them.

Any culture can be touched on the basis of the carrier. The clothing product is the carrier.

Almost all the original brand leaders think that the product style is the first, and the product of the independent designer has its own soul. Like a child, its blood gene will not change, and it will change the living conditions and external conditions.

For what is the style of the original brand, Zheng Wei, a brand designer, thinks that "style is to do oneself", but at the same time, it also needs to cater to the needs of the market, and organically integrate part of its own good with the needs of the market.

"And how to find the people who match the cultural gene of the product, Zheng Wei said," this is a process of "butterfly comes from itself".

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An exclusive interview with Zheng Wei, a brand manager.

Innovation without commercial value is Utopian.

Many independent designers have built their own brand with dreams, but not all of them can persist in this industry.

Zheng Yuanjie's view is that "innovation without commercial value is Utopian."

I often heard a talented designer suddenly stop insisting or leaving the industry. His creativity was good, but it didn't produce value, so it became a display.

It is possible that this idea has been turned into a gem after being seen and taken away by others. Under careful consideration, the foundation of others' success is simply to say that others have precise customer base.

For a designer brand, creativity is the engine, the business foundation is like the rest of the car, and creativity is out of business, so it can only be displayed.

"Any brand must understand the market before it can occupy a place in the market.

Therefore, both channels and products should be developed in parallel. Only when the two match can produce effect.

So matching is the key.

Independent designer Ye Rongfei said.

Mature brand directors like Zheng Yuanjie will tell us some practical experience: "we will start from the B side, first let professional buyers check brands, in order to get a fast and efficient development and upgrading, with a certain accumulation of precipitation, and then toward C, directly facing consumers."

An exclusive interview with Zheng Yuanjie, a half Mu Brand Manager

New market + digital supply chain, empowering original brands.

It is reported that the designers gathered in Shenzhen in order to sign up with Yun Shang Wuhan international fashion center.

Yun Shang Wuhan international fashion center is a key project undertaken by Fosun Group in the Hanzheng Street renovation project, which is well known throughout the country.

At the same time, there are also original designer incubator projects to provide the brand with "digital supply chain" technology innovation service, and accelerate the designer to distribute production, operation, sales and other follow-up links.

When it comes to signing the contract, designer Shao Yong is a direct voice: "the original brand from the small house to small team and then to the company management process, often encounter a bottleneck period; because designers lack the minds of businessmen, such as cost and risk awareness, marketing mode innovation, and then to the specific lack of channels, funds, supply chain support, and this is exactly what we expect to cooperate with cloud to solve.

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Chen Feiyu, the head of the solo brand, said: "this is an era of integration. The best relationship between the two is mutual achievement, and so is business partners.

Through many communication with the project, we found that the positioning, operation, marketing and publicity of Yun Shang Wuhan international fashion center are also very compatible with us. We believe that the settlement will lay a good foundation for the rapid development of the brand in the Yangtze River Delta region.

Chen Feiyu, designer of solo brand, speaks as designer brand representative.

The forum and signing have also been strongly supported by the government. With the words of Hu Yafei, Secretary of the Hanzheng Street Working Committee, he summed up: "making products with soul, making effective markets, doing promising government, and doing social work of value with emotion are the three party win win mode that the Chinese original design brands can realize the commercial value in the future.

"We also arranged an interview question and answer to share with you the creativity and passion of designers.

JOKIBYJOKI founder Ms. Zhuo Qi received an exclusive interview.

JOKIBYJOKI Zhuo Qi:

I noticed that you held a press conference in 2008. The brand was established in 2015. What did you experience in the 7 years?

Zhuo Qi: ten years of grinding a sword. In seven years, we are all grinding.

Ha-ha!!

Before the establishment of the brand, we have been looking for our direction, whether to drift with the current or to do what we like.

At the beginning of the brand establishment, we determined that the road of originality is the direction and future of enterprise development.

What is the meaning of JOKIBYJOKI?

What's behind this name?

Zhuo Qi: Zhuo - Zhuo Er fan Qi - is my own name.

I am more extraordinary than myself.

This is the meaning of brand.

It is the brand's original intention of JOKIBYJOKI to follow the beautiful things, strive for the best clothes, exquisite texture, and "originality and practicality".

As a company with more than 60 employees, it should be relatively mature. Do you have any secrets to share?

Zhuo Qi: feelings + persistence.

Feelings are elegance, a touch of life, an interesting soul, which provides "elegant, simple and beautiful" high quality dress for women with taste.

Persist in never forget your heart.

Zheng Wei I:

I noticed that you worked in Mass Phil and other domestic clothing companies for several years before they set up their own brands. Did these experiences make you become a businessman?

Did previous experience have an impact on professional quality?

Zheng Wei: actually, I always feel that I am not a businessman, because I am a perceptual person. If I want to make a special product, I may need a designer to maintain his emotional side.

But after working for so many years in the big brands, I feel more to me that if you want to become a comprehensive product designer, you have to understand what you want, what you do, and what kind of people you are wearing.

So more often than not, it has been bouncing between this business and art, which is very critical, and it has laid a comprehensive strength for the entrepreneurial course after me.

I will have a clearer idea of what I want to do and how to make good use of my strengths so that more people will know my style and style.

Maybe this is the promotion of professionalism that we usually talk about.

You often seem to mention the word "nature" in your clothes. How important is nature to your work?

Zheng Wei: actually, it's pretty important, because I am a person who loves the details of life. So I often like to travel, feel the beauty of nature, and have the positive energy that I can adjust my mood.

Because design is sometimes very depressing and easy to short-circuit. When I encounter all kinds of annoying things, I like to go out and find Soliloquy in my inner world.

Maybe some stone textures, flowers and trees, architecture sculptures can open my imagination at any time, so I am a dreamer and a dreamer.

Will the experience of cooperation with stars and TV programs affect your brand?

Zheng Wei: this will actually have some influence, because now is the multimedia era, the star's drive can help improve the visual communication of the products, and let more fashion people know our brand's style.

On TV variety shows, I also expose myself more and practice my expressive power.

I used to be a very easy person to be on stage. I am not confident and afraid of stage fright. Afterwards, I had many variety shows, plus interaction with some stars, and I gradually gained confidence.

Sometimes on some product introductions and commentaries, you can express your inner thoughts more clearly and clearly. Actually, it helps a lot.

What stages of development have you experienced in your personal brand development, and who do you want to cooperate with next?

Zheng Wei: I created the brand, actually experienced a lot of things, from a small studio, several people to dozens of people now, never orders to many loyal customers now, in fact, all the way over, are slowly training on their own.

From studio to shop management, exhibition publicity, to fashion show's fashion show, actually they still spell it very well, so long as they have the opportunity, do not let go, just to make themselves more progressive and perfect, and find the strength of their inner world.

In fact, the designer is like a band leader. The musician is your team. In the future, we will continue to develop to the brand line.

Because I believe that the one who comes will come and give it to those who are prepared.

SEVEN YE STUDIO Ye Rongfei:

Why do you choose the three key words of "minimalism, women, sports"? Is this style related to your personal experience?

Ye Rongfei: in fact, these three words represent the attitude of modern professional women.

Minimalism implies strength, women display gender, and sports representatives break through.

10 years of studying and working abroad, what has the greatest impact on you?

Are these experiences integrated into their own design or brand operation?

Ye Rongfei: studying abroad has brought me into contact with a diversified world, and I have known more friends. This is the biggest harvest.

To say that the impact on design should be that this experience allows me to accept more impossible, and I can get along with the world with my curiosity that never stops.

For a designer, this is very important.

What is the purpose of establishing a private brand?

What do you expect its future to look like?

Ye Rongfei: creating a brand is a gift for yourself.

I do not want to fix its future in a certain way, and expect more to see its unknown.

The so-called expectation must be reflected in the scope of our consciousness, but I hope it can go further, so I expect it to exceed my expectations.

CHENEY DENG Zheng Yuanjie:

The name of the CHENEY DENG brand is half a mu. The name is very interesting. What is it to express?

Zheng Yuanjie: a pot of wine between the flowers and a half acre of field in front of the door.

"Half an acre field" is more like a kind of artistic conception.

For enterprises: half in the eye, so that our own good and bad, half in the back, is your bones delicate grace.

Treat your career with "half" mentality, empty cup without details, full cup is too arrogant, always learn, always innovate, take half the benefits to treat partners, and the remaining half treat yourself, half work and half life.

What is the reason why CHENEY DENG's fashion design concept and style are mainly based on its simplicity and its insisting on such a style?

Zheng Yuanjie: Nowadays, with the rapid development of society, people's environment is becoming more and more complex. In fact, everyone has an indifferent attitude to pursue simple mind and give up the mental aspect of exaggerated appearance. This mentality may just be the height and calmness of this impetuous society.

What CHENEY DENG wants to convey is to use simple and low-key color matching and minimalism cut to convey the feelings of Gao Leng literature and art, representing minimalism and restraint, simplification and simplification, seemingly simple, but all the details reflect the quality requirements.

You have a lot of experience in garment industry and association, and now you are going to set up brand and operation. How do you feel about it?

Zheng Yuanjie: I dare not say it. I really feel it.

Previous experience does generate many ideas and constantly encounter various problems in actual operation. I like this feeling very much and let me constantly improve my weakness.

It is also a process like this, which makes me really feel that the designer's brand will eventually return to the product itself.

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