â€œSome mothers and I said that they never wore skirts. It was incredible!â€ said Zhu Hong, the founder of Huizhou ladies who saw the middle-aged women's brand for the first time. She said that there is no doubt in the emotional side of her personality.
Zhu Hong, who is a foreign language student, has worked in the Ministry of Foreign Affairs since graduating from university. Riding on the convenience of work, Zhu Hong, who is less than 30 years old, travels the world together with her husband in the Ministry of Foreign Affairs. The insights from various parts of the world and the cultural exchanges between various countries have cultivated Zhu Hongâ€™s unique insights into the quality of dress, and also laid a deep brand tone for the emergence of Huizhou celebrities. â€œClothing is a very important part of social etiquette. Your proper decentness is respect for others.â€ Unlike ordinary office workers, some grand clothes such as party dresses are essential items for Zhu Hongâ€™s work.
After returning home, Zhu Hong settled his parents in his hometown in Beijing. In the process of shopping with her mother, she discovered that: The brand of women's middle-aged and elderly women who have settled in large shopping malls has poor brand awareness. There are thousands of high-end prices on fabrics and styles. In her motherâ€™s reminder, Zhu Hong, a born tailor's family, began using his acquaintance resources related to design and factories in his hometown. He personally designed several middle-aged and old womenâ€™s clothes, made ready-to-wear clothes, made good pictures, and sold them on Taobao. Who knows, the clothes were quickly looted, and Zhu Hong, who was holding the playing mentality, quickly contacted the factory and planned to do it well. The Huizhou celebrity was born under such an occasional chance.
After more than two years of development, Huizhou ladies and gentlemen gradually grew into a two-crown bazaar store. In 2013, the sales reached 20 million yuan, and the average passenger unit price was 500 yuan. The number of senior and middle-aged women sellers on Taobao is not large, but the unit price of Huizhou is not a big one. However, the unit price of customers is far ahead. Compared to other shops that stayed at around 100, the Huizhou ladiesâ€™ try has become an online middle-aged and elderly womenâ€™s subdivision. A typical sample of the market.
Beauty in the moment
A woman's beauty may change or precipitate or be lost over time, but never give up your present beauty. This is exactly the brand concept that Zhu Hong gave to Huizhou celebrities.
In Japan, women's clothing market has been relatively mature and standardized. For women of different ages, the women's wear industry basically maintains a women's brand at the age of 5 to 10 years. However, according to Zhu Hong, under a large population base in China, no one at a specific age has yet been able to study thoroughly. "If a 20-year-old girl is very tall, young women's clothing brands often find it difficult to find suitable clothes. They can only go old. This is not an age limit." In contrast, Zhu Hong prefers to have Huizhou ladies The age phase is obscure. For this reason, she chose a model with a lower age to interpret her brand. Both the fat girl market and the middle-aged market take the lead.
However, it is not easy to convey the beauty of this group of people. Unlike the girls' age, their mothers' body size is mostly obese and their body shape is different. Zhu Hong believes that instead of blindly using traditional styles like middle-aged and old women to cover up with large styles, it is better to use good fabrics and details to modify the design. Body type. The audience she targets is often a knowledge group and has inherent beauty. â€œMammy's mature charm is radiated from the inside out after being precipitated by time. Even if the figure is out of shape, they can confidently display their figure.â€ Zhu Hong told reporters in â€œThe World Net Traders â€¢ Managersâ€.
Middle-aged "fast fashion"
The design team behind the Huizhou ladies supported 55% of the original designs of the entire store, each priced at 200 to 500 yuan. Each new product recommended by the design or brand factory must be reviewed by Zhu Hong. From the details to the style of the button, the thickness of the belt, Zhu Hong finds different models of the model, and requires that each piece of clothing have three to five different body types before and after When the model is tried on, a procedure cannot be omitted. The styles tried on this way tend to be more inclusive and can highlight the temperament of middle-aged groups and cover up defects. For some special body types of mothers, or some special needs of users, high-end customization is a step that cannot be omitted. This is what Zhu Hong wants to do at the very beginning.
Zhu Hong's perseverance guarantees that every single product of the Huizhou ladies will not go away. "We treat each piece of clothing as an artwork to promote it." Zhu Hong told reporters. This practice has formed a stark contrast in the middle-aged and old-aged women's apparel industry: This industry generally does not have a strong sense of fashion and emphasizes functionality and cost-effectiveness, while Huizhou celebrities maintain an average of 500 new models each quarter. Exceed the average level of the middle-aged and elderly consumer markets.
Positioned on a variety of quality guarantee lines, Zhu Hong has his own understanding. â€œMost of our user groups are high-income middle-aged women who need to be personalized.â€ Unlike most middle-aged and old-aged women, the users are close to 100,000. Among the members, the users encircled by Huizhou aristocrats did not present the characteristics of the middle-aged and older users separated from the buyers and the experiencers. 80% of users buy their own clothes, which makes the behind the Huizhou celebrity team, do not need to distract attention to meet the two customers, just to serve the buyer itself.
From the age of 30 to 50 years old, women with knowledge and self-cultivation are descriptions of Huizhou celebrity users. The more individual women can wear the style of Huizhou celebrities. At this stage, women are more intellectual. Wearing is a way for them to invest in and please themselves and has a clear style orientation. For high-standard clothes, they do not care about prices, but also care about the unique personality and design. Huizhou celebrities identify the preferences of users, train customer service, and pay attention to the overall mix of colors and styles in the overall VI design.
In the upstream cooperation, although the Huizhou celebrities did not have their own processing factories, the brand attributes of the quality did not go away, which determined that their requirements for the processing factories were high. â€œUsually we are all cooperating with some factories that cooperate with international big names.â€ Zhu Hongâ€™s work background and family relationship have given her great help in this regard, which is also a point that other shops can hardly imitate. In transparent Taobao, the unit price of RMB 500 is high, but Zhu Hong admits that compared with the original design and high-cost production costs, the profit margin of Huizhou celebrities has always remained within the appropriate range.
Under the coherence line, for some in-depth VIP users, Huizhou celebrities will send users the styles they chose according to different user preferences after the new launch. For the received apparel, the user can leave the likes and dislikes. Send it back, try it on and confirm payment. This practice is more suitable for the shopping habits of middle-aged people than the current popular O2O.
The high-end attributes of the brand filter the user groups. The corresponding users of Huizhou celebrities are more concentrated in the first-tier cities. There are many well-known women from all walks of life. They are more willing to walk into the entity experience. Zhu Hong and his team's next move hopes to lock down large shopping malls under the line. Under the landing line, the preferred city is Beijing. "In the face of physical experience, the impact will be greater than the online." Zhu Hong believes that online brand extension is more of an experience, is to improve the online service links.
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