September 6, 2017, in Brooklyn, New York, known as the future venue of the Barlays Center, the New York Fashion Week's show is in progress, the model of the wide sweater show the image of the Chinese Zen system and traditional calligraphy, this is not China Element first appeared in the international fashion week T station, but with the previous difference is that the show's main character from China's high street trend brand INXX.
Before and after 2010, due to the strong demand for the Chinese market, LV, Chanel and other big brands began to add Chinese elements in their designs. For a time cheongsam, dragon and phoenix embroidery, landscape paintings and other elements invaded the entire fashion circle, which appeared alternative and bold. Western audiences who are accustomed to elegant black skirts may be an innovation, but for the Chinese audience, we see more reviews as 'spicy eyes' ...
After that, more and more Chinese stars began to wear embroidered robes or big flower skirts to embark on the red carpet. The Chinese element has once again become a focal point and a trend, however, this presentation still leaves many Chinese people embarrassed .
Because they (foreign designers) understand different perspectives, people understand that there will be some deviation. "INXX co-founder Maori Li said.
In 2013, they founded INXX, a trendsetting buyer collection platform in Hong Kong. While acting nearly 72 overseas tide brands, they also set up their own designer team and created many private brands including INXX, , The channel opens to the designer.Afterwards, INXX sees the potential of the trend in the mainland market, opened the branches of Hangzhou and Guangdong in the same year, and set up the operation headquarters of China in Hangzhou.
Recently, Maori cloud interview with titanium media, on how to build on behalf of China's high street trend of the brand, 4 years in the past, they have some of their own experience. 'New York Fashion Week show that good response, we want to China Of the culture to bring out, but also the design elements and design ideas abroad back to the country, and soon in the United States, Japan, Paris, the establishment of the company and showroom, and even the depth of cooperation with fashion agencies.
About tide brand business, the consensus of practitioners is: 'there is a compelling way to make money' .If the positioning is an attitude of the trend of the brand, which means that your stuff can not be filled with the streets are not blind pursuit of explosions, but also Pay attention to the offline store consumer experience, in order to let you be accepted by the real trend lovers.
Currently, INXX in the Mainland has opened more than 80 stores. Opened a offline store means high costs, if not enough gross margin space will be unbearable, which is also some of the online brand, the buyer's collection platform is difficult to offline Reasons to display their fists.
INXX 80% of sales from self-employed brands, 20% from overseas tide brand agents.
However, some blindly pursue a small sense of design overseas brands are not necessarily easy to sell, therefore, INXX its own brand of both take into account the full wear and tear to join the design considerations. 'This gives us a good profit margins.' Maori cloud of titanium Media reporter said.
supreme from the United States fire to China, "China has hip-hop" hit people called 2017 for the first year of hip-hop, those full of personality tide brand clothing has become less so small, but many eager to different young people Preferred, but the tide brand buyers shop, the demand has been, the supply is still a problem.
'30 days, which for the retail industry, the cycle is too long.' Maori said, how to shorten the time, and overseas brands to establish a good Partnerships (even including co-design, supply chain sharing), which is to test the agent's ability.
'You have money, you buy the agency, two years to brand bad ... ... before a lot of brand cooperation are so.' Maori said. But overseas brands do not like this mode of cooperation, 'he hoped You make the brand want the attitude '.
To make this 'attitude', destined to any tide card agency business can not be a fast business.
The number of stores is also the door to learn: it is estimated that positioning in the high-end INXX brand stores in the same name in China plans to open more than 300, but the high-end, but the high-end, Of the 'X' buyers will only open the collection shop 3-4.
In addition, the brand and pricing are interrelated.When a clothing brand can be priced at 700-3000 yuan, the price is completely inferior to the overseas tide card. INXX pricing strategy based on the different customers, for the line and line The store has a different layout. The price of 300 yuan, the vice line of goods on the line, 700-3000 yuan of the main models on the store - the latter contributed most of INXX sales.
For the trend of lovers, the local trend of the brand is competitive? If from the consumer point of view, INXX how to be able to cause their attention and recognition?
In the supreme stores in front of a long line of young people filled with excitement, although they also know that the limited edition of the limited edition, it is likely to not buy, including supreme, including many tide card followers hope to find similar , From the small circle of the tide card, gave them a cultural attribution and identity.
'In the past, we were embarrassed, and now we are happy to wear a tidal suit - he is a hexagram with me. This is a completely different concept of consumption.' In the understanding of Maori cloud, wear tide and wear fast fashion the largest Distinguish between the values attached to the tide brand, brand temperament, these things sound some nothingness, but for the recognition of the brand's consumer groups, the purchasing power from the heart of the 'favorite'.
Investment in the domestic tide fan of the clean-up capital executive director Liu Bo said in an interview, in the Chinese tide card is in the outbreak of the eve of blindly after the introduction of foreign brands can not become the market leader.
As the first rise of the domestic tide brand, INXX recently plans to promote nearly 100 million of the B round of financing.
Capital for the brand operation, design and supply capacity to maintain the tide, but the trend as a way of life, with its cultural soil, hip-hop heat can drive the same tide brand selling, and really cultivate a connotation of the domestic tide Brand, the most needed is still time.