What Bao Xiaomei discussed with Yang Dongxu was how to position the Huaxiu brand. Building his own brand was the goal he set when he first established Hua Xiu.
In the past, because the market and environment were not very mature, we did not have much reputation. So we can only put it down temporarily, and now the OEM aspect is basically smoothed out. Therefore, the development of Huaxiu can be transformed from 100% OEM to self-operated brand.
It is very important to do brand positioning. This positioning includes target customers, clothing prices, etc. After all, when you mention a famous brand, people’s first reaction is that it’s very expensive. As a result, a set of your clothes only costs 100 yuan. Even if someone buys it, they won’t think that wearing such a famous brand can bring glory to themselves.
Therefore, positioning customers is very important, price positioning is also very important, and quality also needs to be controlled. At present, Huaxiu plans to be a famous brand and has no plans to make luxury goods yet. Therefore, it is not said that the clothing produced is durable, but it cannot be worn out after a few wears.
After these are done, it’s time to design the clothing. According to Yang Dongxu's attention, it must be mainly Chinese style. This Chinese style is not the Chinese style that some later generations printed some Chinese-related patterns on clothes, or put a dragon on the clothes.
What he wants is real Chinese style, but this currently has a small audience in the market, and the only ones that are somewhat famous are cheongsam, Hanfu, etc. Unless they watch martial arts TV, no one wears them at all.
"What do you mean, the clothing positioning is divided into two parts, one follows the West, and the other specializes in Chinese style?" Yang Dongxu looked at Bao Xiaomei with some surprise: "But the audience for Chinese style is a problem that cannot be solved, right? Even making cheongsams. Just a little bit of clothing."
"I understand this." Bao Xiaomei nodded, a light of wisdom flashed in her eyes: "When you said you wanted to build China's own clothing brand, I was thinking deeply about this issue.
After all, we started late. It is indeed not easy to build a Chinese-style brand. There is no market even in China, let alone abroad. Therefore, at present, branding can only be based on Western operations and business concepts.
But Chinese style is indeed a good way, so I plan to do it alone. For example, we do not sell Chinese windbreakers in the market, but launch a customized model like luxury goods. "
"Customized?" Yang Dongxu frowned, feeling that this was even more unreliable. You have said that there is currently no market for Chinese-style clothing. If there is no market, who will customize it? But just as he was about to say something, a flash of inspiration flashed in his mind: "You mean the wedding dress?"
"Have you thought about this too?" Bao Xiaomei, who was originally calm and confident, had a look of surprise on her face.
She thought hard about this for days and nights, and even looked at all the cases of brand development. Finally, she came up with the only channel that could promote Chinese style based on the current domestic environment. Unexpectedly, she just clicked on it. Yang Dongxu immediately thought of it.
"No, it just occurred to me. Tell me why you want to do this?" Yang Dongxu looked at Bao Xiaomei with bright eyes.
When he thought of the 'wedding dress', the fog that had troubled him about how to promote Chinese clothing instantly dissipated. The more he thought about it, the more he felt that this method was a great one. Not only was it very feasible, but once the brand was established, it would be very useful for promoting Chinese clothing. It has a great auxiliary effect. At the very least, it can let foreigners know that besides cheongsam, China also has other awesome clothing.
"That's what I think." Bao Xiaomei put away the surprise on her face: "Whether it's cheongsam or the Chinese style you want, or even more straightforwardly, Hanfu, it's not as easy to promote in the West as it is now.
Not to mention other things, just wearing Hanfu, there are many people who won’t wear it even if they get it. Moreover, it is inconvenient to wear it in life or work, let alone wearing it to attend banquets and so on. It is simply nondescript.
Therefore, if we want to promote Chinese clothing, the first thing we need to do is to operate the Chinese clothing market. When Hanfu appears in a place like a banquet, it doesn't look out of place, but it feels like a beautiful scenery.
In this way, a wedding dress or a Chinese wedding dress is a good way to break through. First of all, wedding clothes can only be worn when getting married, and the more luxurious and grand the better, which is in line with domestic conditions.
In this way, we can fully express the beauty and nobility of Hanfu as much as possible, without having to worry about whether it is too complicated to wear or whether it is convenient to move around when wearing it. "
"Very good, keep talking." Yang Dongxu nodded in agreement.
No matter how popular Western-style weddings are in later generations, how can wedding dresses be liked by Chinese girls? Even those who feel that the moon in foreign countries is rounder than in China, when they see the phoenix crown and harem. No one thinks she is vulgar, unpopular, or too backward. The first impression of everyone who sees it is that it is graceful, elegant and beautiful.
So using this to create a breakthrough point for Chinese clothing, he thinks this positioning is really good. As long as there is good publicity and a few wealthy people are willing to go through the process of Chinese weddings, they will instantly occupy a part of the market just like the increasingly popular Western weddings.
"Furthermore, it is about simplicity. The more grand and luxurious the wedding dress, the better. In short, whether it is embroidery or inlaid jewelry, if you can use it well, you will never use it. If you can use 100 pearls, you will never use 99.
But apart from the wedding dress, other clothing needs to be streamlined. For example, according to the Chinese wedding process, the newlyweds need to toast to the guests after the ceremony. At this time, wearing a grand and complicated wedding dress is very inconvenient and requires a duplex. "
Bao Xiaomei said, opening the folder prepared next to her, which contained many Chinese-style wedding designs: "Look at this style, this is called Xiuhe suit. Compared with wedding dress, it is still luxurious but more convenient. , very suitable for wearing at weddings and toasting. There is also this dragon and phoenix coat..."
There are many Chinese dress styles in the folder. Even Yang Dongxu, who has experienced the baptism of the Internet explosion in later generations, looked at it in amazement, sighing in his heart that it turns out that there are so many styles of dresses in ancient rituals. It is simply amazing. He was dazzled.
"I think we need to open a wedding photography business."
"Huh?" Yang Dongxu was stunned for a moment while looking at various pictures of ancient dresses. He was obviously a little confused by Bao Xiaomei's sudden jump in topic.
“The customization I’m talking about includes, in addition to wedding dresses and dresses, photography, weddings, banquets, etc., which includes the entire wedding from beginning to end. For example, we can provide Wedding etiquette.
Aren’t Italian wedding dresses, French romantic weddings, etc. becoming popular now? There are so many dynasties in ancient China. Although the etiquette systems have similarities, there are also differences.
Therefore, we can introduce the ancient Qin wedding. When the couple got married, whether it was wedding clothes, wedding banquets, and procedures, all were in accordance with the etiquette of the ancient Qin. In addition to the ancient Qin Dynasty, there are weddings in the Tang Dynasty, ritual weddings in the Ming Dynasty, Kangxi and Qianlong weddings in the Qing Dynasty..." Bao Xiaomei became more and more excited as she talked, and Yang Dongxu became more and more excited as he listened.
This is not OK, this is simply too OK. Later generations often say on the Internet that every man has a prince dream and hopes to kiss his own Snow White. And every girl has a princess dream, or Cinderella's dream of marrying a prince.
To put this dream into perspective, as a Chinese man, everyone has an emperor’s dream, and every woman’s dream is not a princess’ dream, but a queen’s dream. I can't give you a dream of being a queen like Wu Zetian. It's a perfect fit and you'll get whatever you want.
"Open, you must open a wedding photography company, uh... it's not a wedding photography, it's a wedding, a one-stop service wedding. Come as noble as you want, and do it as cool as you want." Yang Dongxu waved his hand very boldly.
"Then please just make the reservation, and I will make preparations first. At the same time, we also need to consult experts and professors in our country who specialize in etiquette. At the same time, we must also recruit embroiderers.
Purely handmade products have become synonymous with luxury goods internationally. Therefore, the wedding dresses we launch must also be handmade. But then the cost becomes a big issue. "Bao Xiaomei said with a slight frown.
There is also a saying on the Internet in later generations, it is not that China does not have luxury goods, but that not many people in China can afford luxury goods in China. Among them, the price of purely hand-embroidered Hanfu is much lower than that of so-called foreign luxury goods.
What are the Western wedding dresses? The most expensive Western-style wedding dresses are just studded with diamonds to increase their value, but Chinese wedding dresses are different. Silk, gold and silver thread, embroidery, gemstones, phoenix crowns... Just pick it up and put it bluntly. It's money, the two are not on the same level at all. So most people can wear Western-style wedding dresses, but not many people can afford to wear authentic phoenix crowns.
"It's okay, the emperor's daughter doesn't have to worry about getting married, as long as the publicity is in place, and then we can find a few acquaintances from well-off families to do a few actual battles to create a sensational effect, we are not afraid that rich people will not come to customize it.
Now let’s make preparations first. Whether it’s the formal attire or the ancient ritual, it must be done clearly and without any mistakes. If there is really a historical dispute, just skip the nit-picking. "
Bao Xiaomei's worry about the high cost of such a customized wedding is not a problem at all in Yang Dongxu's view. No one understands the consumption power of luxury goods of later generations of Chinese people better than him.
As long as the brand is established, girls who see such a Chinese-style wedding will be envious, jealous, and hateful, and they will not be afraid of losing business. What's more, when it comes to things like marriage, both the man and woman who are getting married in China and their parents are very willing to spend money.
"Not only the dress and wedding process, we can also add some other elements. For example, ritual music, lion dance, and opera singing can all be added to it. This is comparable to buying a few bottles of champagne abroad and opening a buffet like a party. The wedding has become more classy." With the introduction, Yang Dongxu's thinking began to diverge.
According to China's national conditions, for a 60th birthday or an 80th birthday, you can ask a theater troupe to organize a temple fair or something like that. The wedding ceremony can be arranged on this scale.
