There is no doubt that in the ascendant China's independent designer brand industry, founded only five years BAN XIAOXUE commercial achievements can be quite dazzling.
A year ago, his brand BAN XIAOXUE has nearly 30 independent stores (including direct sales and agency), at present, BAN XIAOXUE brand independent stores has reached more than 60 the number (including direct sales and agency) than the previous The year more than doubled.
A year later, when the brand on a new level, the brand founder and designer Class Xiaoxue thinking what? The reporter again and Ban Xiaoxue deep dialogue, you can clearly feel his love for the design work, as always, In the meantime, he shared with us some new thoughts and hopes of achieving breakthroughs in how to make his brand go further, but also heard the voice of the brand BAN XIAOXUE agents.
Break through the style of fusion of old and new Chinese and Western innovation
Recently, BAN XIAOXUE brand appeared outside of the traditional Fashion Week fashion publishing platform: FASHION NOW. The brand 2018 spring and summer series of the theme of 'Great Beauty for the United States', compared to the past 'same', 'make the best use of' , 'I love you' and other series of themes, this series of themes is more calm and tolerant, perhaps this is also the brand mood after class Xiaoxue operation.
A few months ago I put everything down to prepare for the show, from how to set the theme, to how to retain BAN XIAOXUE inherent label and showing innovation, for everyone to surprise, thinking for a long time, prepared for a long time .FASHION NOW is the perfect platform to showcase brand breakthroughs and changes. "Ben Xiao Xue said at the" Gorgeous Chi "at the big show backstage at the Kaihao Center in Beijing.
'In the past we did a clothing line, we would choose from a single point of view, to maximize it, but this new series contains many seemingly unrelated elements of China and foreign countries, such as we use the traditional fabric and Clothing type, at the same time, we made a second transformation, such as adding metallic color printing fabric, and the original simple style in sharp contrast, showing a more innovative and more impact effect.In addition to Chinese elements, we also use India The elements of the kimono in Japan, the classic European suits and so on, adding a girdle on the clothing type with these elements before the BAN XIAOXUE is rarely created at the same time, but this time we choose to all the elements interspersed Together
Speaking of this, Ban Xiaoxue quite feeling, it is natural to blend these elements is very difficult, 'BAN XIAOXUE inherent label can not be lost, we all understand that the brand is Oriental poetic, but in addition to this, we can give What surprises did everyone bring? At one point I even thought that this show might not be able to do anything. Later, after a little bit of deletion, I felt I could adjust almost to the attitude of expressing tolerance in the last week.
Enough tolerance to let more people become your customers
Although BAN XIAOXUE brand with the development of more and more, can not help but need founders to deal with different affairs corner, but his most reluctant to give up is the design, even if the design team has nearly 10 people, a total of 1600 Multiple SKUs, all designed by his own hands-on control.
For the brand's design, Baixiao Xue admitted that the next stage is to break the style of the span.
In order to widen the style of the brand, make the product more market-oriented, and let customers of different age groups and different consumer layers enter the brand, Baoxiao Xue specially designed four different orientations of water, soil, fire and air "Water" represents romantic poetic, "earth" represents Eastern retro, "fire" represents exaggerated artistic personality, and "air" represents more youthful vitality. The prices of these four styles range from 800 to 900 to Thousands, tens of thousands, but also two hundred, three hundred yuan accessories.
'Before, we always said that the brand positioning must be done purely extreme, but now the brand span is great, the style is diverse and fickle, and today's Chinese consumers are in a period of customer turnover, such as our many shops VIPs are both mother and daughter to buy together, but they choose the product is completely different.
To find and retain consumers, every fashion brand must constantly practice and improve the internal strength.Ban Xiaoxue think young designers before embarking on commercial channels, insist on the important, but compromise can be equally important.
'When faced with the mature mature but constantly seeking to change the customer base, and consumers who can not find something new in the traditional brand, the brand must be inclusive enough to open your door and accept them. After 80, you can not enter my shop, this attitude is very important.
Control shop speed, refused to blossom everywhere
'I am a designer. I will do business from the designer' s point of view. One is that I did not know the commercial routines of the previous brands. The other is that the way others go through is not necessarily suitable for BAN XIAOXUE.
A year ago, when Gorgeous Chi interviewed Xiao Xiaoxue, BAN XIAOXUE had nearly 30 independent stores (except for the northern part of Guangsheng and agents in other regions). At present, BAN XIAOXUE has over 60 independent stores Outside, other areas for agents), a year more than 30 independent stores.
When asked how to choose agents, Baoxiao Xue given the answer is, 'Mainly look at people, we will choose new but very much like our brand to represent BAN XIAOXUE, only he enough to understand BAN XIAOXUE, BAN XIAOXUE will be introduced to consumers accurately enough.
Admittedly, from the sales channel, Ba Xiaoxue walked a different sales route with most of the designer brands, that is, cooperation with agents, but it is never an easy task to trust each other and cooperate with each other. Unlike designers, they are rational, pragmatic, and very welcoming. They look at what you do and they are not interested in the subject matter, design, or inspiration until the product meets the market's needs. '
There is no doubt that purely commercial brands today have had a hard time resonating with the market and consumers and that only fashion brands that are brand-name and DNA that can not be replicated are truly sustainable. For the brand that's just been created for five years BAN XIAOXUE, BAN XIAOXUE said that I hope the brand in the right city, the right place out BAN XIAOXUE shop, rather than blossom everywhere.
Agents voice: products, feelings, commercialization, brands have
In order to know more about the brand BAN XIAOXUE, Gorgeous Chi specially interviewed Vanessa, the general manager of the brand Chengdu regional agency company, and very directly felt her love and understanding of the brand during her communication with her Also just confirms Ban Xiaoxue agent selection criteria.When asked why the agency brand decision? She said:
'At that time, China's independent designer brand market is not clear, we are exploring and trying designers eager to personalize the brand, hoping to escape from people to know themselves, let the market accept themselves, when the whole environment more impetuous. BAN XIAOXUE when it is like a green mountain stream moss met after the heavy mountain complex, he quietly to do their own design, starting from the heart, naturally, but in this impetuous atmosphere stand out.Because of love, so do BAN XIAOXUE Brand agency is also natural, like somewhere destined.
As an agent Vanessa has been tracking the development of Chinese designer brands and industries, the reasons behind the rapid development of the brand BAN XIAOXUE in recent years, she said:
'Do the brand, the product is the source, the feelings have to have commercial, there must be, these BAN XIAOXUE have. Designer brand is the most important thing is to reflect the designer's concept, to market success is reflected in the designer solid Skills and accurate positioning of the concept of brand culture is very clear, the naturalism as the fundamental brand culture, in a different theme series are soaked with the brand of DNA, adhering to the beginning. In the commercial, pay attention to the design process and value The balance of product line development to meet the needs of customers.
The brand is ready to give the team a chance of wrestling
For the future development of the brand, Ban Xiaoxue still maintained the mentality of 'doing a good job', talked about online channels, he admitted:
'We did not do it online before because we were not ready yet and now we're ready and formally in the pipeline, of course I will not make it a pure buying channel, and I think online is more Promote, to help us reach those who can not buy or do not understand the brand and product customers.
In addition to the online and offline distribution channels, when the brand to a certain stage of development is the most needed talent, especially for a young fashion brand .Ban Xiaoxue said, 'each stage are missing, but I compare Inclined to internal training, because BAN XIAOXUE is a young brand, can not be directly injected into the new brand of other brand experience, I do not want to do other brands, so I must put new ideas into this brand idea, of course, so The team is not a success, I also told everyone not to expect too much, certainly wrestling, BAN XIAOXUE can give everyone a chance of wrestling.
Look forward to more cross-border cooperation
As of the end of 2013, Ben Xiaoxue founded the same name brand to accept the external investment.As a foreigner, the face of investment, designer brands should pay attention to what, Baixiao Xue's view is that 'it seems that the brand into the capital, in fact, the final docking is People, the brand side should see who is docking the capital, rather than to see who the large capital base, so whether it is the choice of investment institutions or partners, people are the most important, both the understanding of the brand is the same, the brand Whether the attitude is the same, otherwise more money will ultimately result in a lose-lose.
For the planning of overseas markets, Benixiao made it clear that 'as a Chinese designer, the most familiar or the Chinese market, not ready for the case, will not take my team adventure, but we have been preparing , Waiting for the moment to come.
At the end of the interview, referring to the next step in building the brand image, Baixiao Xue said he hopes the brand can have some interesting cross-border cooperation in the future as the brand attitude conveyed by it is very important and we also hope to see BAN XIAOXUE brand as soon as possible , To be 'the United States for the United States' in a larger base of consumer groups to find resonance.