Men's Brands Conceived and Founder's Innovative Model Conversely

Qiguan now thinks about how to increase the popularity of the brand "Supin".

Since 2008, she has been engaged in the beginning of clothing. Qiguan hopes that she can do more professionally and then professionally. "From the idea to the implementation of the brand", he considered a full four years. For this name, Qigong has its own understanding: Su, defined as my existence; fight, means changing my life. "'Sugar' is a manifestation of a fashion trend. It is a change in the way of wearing. It allows people to dress more in line with the trend of the times and has a sense of presence. 'Fighting' represents a way of life. Only a hard-working attitude can change lives. , complete the dream. Therefore, 'Fashion' defines a trend and expresses a life."

In 2011, the first brand-name shop took off in Liaoning Province. At that time, the store's style was still more in favor of styles such as GXG and Peacebird. It was quite different from the present. A year later, Qiguan began to adjust the style of thinking, combining the Chinese style with the popular elements of the West to create a minimalist and personalized style. Until 2015, it has already owned 13 stores. As business is getting bigger and bigger, one thing to be clear is to look at the same thing.
In March 2015, Qiguan registered the company and began to visit the industry with his own ideas and ideas. Unexpectedly, he received more and more questions and denials.

"Contrary to what is happening" is the judgement of everybody. “I summed up everyone's doubts, mainly in three points, the first is the overall environment of the apparel market is not good, choose to set up the company at this time to move forward is not the best time; Second, most clothing brands All will choose to start from the first-tier cities and then move to the small cities, on the one hand, because the big cities accept high sales, and on the other hand, they are conducive to market cultivation. However, the strategy is exactly the opposite and it is promoted from small cities to large cities. Third, clothing brands are pushed from south to north, rather than from north to south, geographical factors can not be ignored."

But Qiguan still insisted on his own thoughts. He said to himself over and over again, "Why not try? Why not try?" To be the ultimate answer is that he answers all questions.

As a local clothing brand in Jilin Province, he hopes to make the brand distinctive, and the goal is not only to go out of Jilin, but to go abroad. Although ambitious, he also knows that it is not easy. Especially for the apparel industry, China itself is not a strong market, let alone in the northeast region inland. Qi Guan knows that he can't control the trend. He only emphasizes one word in his own brand. That is the ultimate, which encompasses everything from fabrics to garments.

For an original clothing brand, the importance of design and fabrics is self-evident. “The design of Suifen established the minimalist style of combining Chinese style with Western popular elements as early as 2012, and pursued the universality of individuality on the basis of this. In simple terms, the brand style of Supai is itself personalized. The representative, but it is not an extreme style line, in line with the general public's simple pursuit of the word 'special'." Qiguan believes that the Chinese and Western aesthetics and dress style are not the same, to find the fit point between them, his The tendency is to be closer to Japanese and Korean design concepts in apparel design. "In addition to obtaining a large amount of information, the itinerary to Japan and South Korea is almost always fixed, in order to constantly add new inspiration to the design of Suifen."

Last year, Qi Guan’s visit to Japan brought him a very special memory fabric that made him very happy. After returning home, he immediately began to contact the domestic fabric manufacturers for processing, in addition to its own fabric stiff, Qiguan also suggested adding 20% ​​of the gold in the fabric to increase the clothing neat temperament. “This kind of fabric is rarely seen in China. We applied it in the fall section of 2015. The related apparel has become the sales champion of the season. Other brands also started using similar fabrics in the spring of 2016, enough to see the imitation of the clothing market. It is strong and responsive, so only by continuous innovation can we establish a foothold in the market." In this case, Qiguan has already been mentally prepared - when he blended cashmere and cashmere together to make ready-made garments. A similar situation has already occurred.

Although the current development of Suifen mainly focuses on the three provinces in the East, it has become a dark horse that has entered the market and has received increasing attention from the industry. “Actually, under the influence of the common environment, the apparel industry is facing the same shuffle as other industries. I think the popular “light asset line” can be applied to apparel companies appropriately.” According to Qi Guan, There are only five full-time designers who truly belong to the studio, but there are as many as 300 designers who are designing costumes. The principle of “reassigning resources most reasonably” is the principle he has always followed.

Qiguan has signed cooperation agreements with 16 garment factories in Guangzhou and other places. Each season must provide design drawings according to the requirements of the Supin. After being screened and modified by Qi Guan and the other five full-time designers, it becomes a conformant element. Spell-style clothing can be used to make clothing. "Usually to ensure that the production cycle is adequate, most brands will choose to design products and produce two quarters or one year ahead of time. The period of the match is one quarter in advance. Although the time is not allowed to make mistakes, it ensures the latest popular elements. The rapid substitution, each quarter will reach 200SKU (single monochrome product code), and will be launched in two bands to ensure that new products will be met with consumers in the shortest period of time. At the same time, the content will remain unchanged in the overall style. Under the premise of this, it also introduced a variety of classification styles such as fashion, sports, leisure, and workplace to meet the needs of different consumers."

The ideal of Qiguan is to create a national fashion brand. While building an excellent local brand, we must also give more concessions to consumers and distribute more profits to company employees. “At present, only 8 of the more than 40 storefronts are directly managed. In the future, more stores will appear in the stores. However, we have an absolute price advantage.” The prices of the products are almost lower than the prices of similar products. About 20%, but did not reduce the sense of quality. “At the same time, we give the greatest encouragement to employees, including store managers and clerk, who can hold stocks. Profits are distributed according to shares, and all losses are borne by the company. This has greatly stimulated the initiative of employees and caused great changes in sales performance. Qi Guan is most willing to see the situation that the brand grows with the team. "Our company's architectural design includes management, and we are all different from conventional companies. We don't set up high-level management. There are only seven groups within the company: logistics distribution, procurement, store supervision, training and operation, etc. The ability and contribution value to determine the head of each group." For franchisees, Qiguan also does not set the task amount and regional agency, all managed by the company's headquarters, and adopts a nanny-type service franchisee. The stand-by system will help the franchisees to accelerate the speed and exposure of store expansion.

The innovative VI system that is in operation is a new attempt for Internet + Internet. The principle is that you can turn your home into a fitting room through online orders. At present, it seems that this new trial is effective, with sales volume and customer stickiness. Have increased. “In the future, I hope that Supin is not just a clothing brand, but a platform in the field of personalization, a living experience hall for men's daily necessities. Now we can buy leather books, pens in copper and wood materials at the store, The upcoming band of wristbands and chips will be launched. There will be coffee, wardrobes, books, skin care products and other types of products in the future experience hall. Of course, all this will be centered around the theme of creating men's tastes."