When the mainland market began to introduce

Cracking and silk is one of the designer brands that grew up on Taobao. The two sisters of the designer came to the store, and this year's sales will reach 100 million yuan and successfully enter Mcglaughlin.

Through the interview of this gradually branded enterprise, we hope to make more people realize the designer brand and the famous brand in online shopping.

Inspired by inspiration

Dozens of new products are put on the shelves every week. A cool one day sells more than 50 pairs, a 148 yuan T-shirt and more than 700 pieces sold in a month.

This is not a foreign fashion brand, but a microcosm of Taobao's online sales.

The online shop, which is known as the "crack silk" shop, is the main force of national style. It should be a national style that incorporates modern elements.

One of the clothes and accessories of individuality comes from the design team of the two sisters of gale and Xiaofeng.

The two "post-80s" girls also have another identity, the boss who breaks the silk.

Sister wind said, "we just love to play."

The two sisters went to Yunnan and Guizhou to collect folk songs. What attracted them most was the costumes of ethnic minorities.

When they first contacted Taobao in 2005, they were planning to sell their mobile phone shells.

But after 3 months in Yunnan, they changed their minds.

Yunnan's local characteristics and Nepalese costumes made them have the idea of finding local shops to resell goods.

Small silver ornaments, tie dyed goods and so on are very popular, at that time even 200 yuan.

However,

Just as the strong wind wrote the latest series of paper-cut costumes, this series of inspiration comes from Ku Shulan's paper-cut works that he accidentally discovered in Yandaixiejie.

The wind cutting team's paper cut clothing series, though no three-dimensional sense of paper cutting, has absorbed its strong color characteristics.

In order to cooperate with this series, young people with fresh ideas and playfulness began to prepare props for taking pictures.

At present, the design team includes 8 people.

Xiaofeng said that the 8 designers introduced various kinds of costumes more like playing games, and they were looking for creative inspiration and fun in the mentality of playing.

Factory is not afraid of heavy burden.

"Because of the lack of workers, the designed clothes can not be processed, and we both cried in the new workshop last week."

A clear wind does not hide its weakness.

According to the gale, although some products will be processed by the foundry enterprises in the south, but the design is strong and the fabric is complex. The company will take its own processing.

Since the initial establishment of Taobao store was subject to the instability of supply, Dali and Xiaofeng opened a "family workshop", trying to print and process their own clothing.

At present, the two sisters' workshop has evolved from a private house to a more than 7000 square meter factory building.

But the shortage of labor has made the factories suffer.

Despite the favorable conditions such as free training and increased treatment, half of the 300 equipment in their factory buildings are not enough to be idle.

Although management factories are a big test for big and small winds, they have no idea of lighten their burden or even go to the south to pick fabrics.

In their view, their factories can maximize the original design style, and most of the garment processing enterprises in mass production mode are unwilling to consume time and effort for the so-called design details.

The business of big and small wind is getting bigger and bigger. Now they have become partners of Mcglaughlin.

The clothing for split silk is not only sold on Taobao, but also found on Mcglaughlin's official website.

According to the gale, we will develop a number of physical stores and expand sales channels for clothing in the future.

Designer brands encounter large-scale reality

Although not a senior entrepreneur, big or small wind is very brand concept.

Xiaofeng said that in order to prevent others from taking advantage of the "crack" trademark, she registered more than 30 products in the field of products.

In fact, big and small wind has a common goal, that is to find a few full-time managers who can play together as CEO and COO of the company.

In this way, big and small wind can play a special role and concentrate on fashion design.

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Gale admitted that it was no longer a small team of more than 20 people, but a company of more than 200 people.

It is understood that the turnover of this year is expected to reach 100 million yuan.

At present, big and small wind is also trying to shift the track of breaking silk to the development track of regular enterprises.

In order to reduce capital investment, there was basically no inventory at the beginning. What products were designed by the designers were hung up in the shops, and they were only produced with orders.

This year, the sale of clothing has been strictly controlled.

Gale admitted that the previous mode of operation was more like a mere tinkering, not a big business.

After standardization, the company will face the problem of increasing the number and management of designers, which is the key to the success or failure of a designer's brand.

Xiaofeng said that the company has not yet discussed with venture capital institutions. In the future, if the venture capital is introduced, it is hoped that the management capability of the company will be improved, and the fund will be a secondary aspect.