Qiushui Yi people break through tradition and build China's "fast fashion"

During the 2012 China International Fashion Week COCOON2012 F\W high-end clothing conference, when the models appeared in the white long dress finale, everyone in the fashion industry was amazed. At this moment, COCOON will undoubtedly become a premium clothing brand that leads the Chinese fashion trend.

The conference was held by the Chairman and Artistic Director of Zhejiang Impression Industry Co., Ltd. and Ms. Cui Jian, one of the top ten fashion designers in China. She has two high-profile brands in the women's realm. One is the lady's fashion. Qiushuiyiren, the other is positioning more high-end COCOON.

Two years after leaving the fashion week, Cui Jian staged "The Return of the King." However, this wise woman is not satisfied with the status quo of COCOON's success, but is working hard to realize a greater dream: to make Qiushuiyiren a leading fast fashion brand in China.

Incorporating Modern Elements to Break Through Lady Culture

“Other people do additions, and the impressions need to be subtracted.” Ying Cuijian said, “Impression shares began to grow and continue to do additions, once had four brands. With the increasingly fierce competition in the market, many varieties, multiple brands go hand in hand The malpractices began to appear, and the implementation of a multi-brand strategy dispersed the resources of the company's funds, talents, technology, management, etc. Therefore, it is difficult to make every brand bigger and louder. Now we must learn how to do subtraction and focus on the group's advantageous resources to create key points. Brands, COCOON and Qiushuiyiren will be the two major brands we will focus on in the future."

“The brand positioning of Qiushuiyiren is rather gentle and ladylike, and now we have begun to readjust it.” Ying Cuijian said that Qiushuiyi people will incorporate new elements in the ladies culture and will be more diversified, combining modern, playful and luxurious. Feelings, compared to some fast fashion brands in Europe and America, Qiushuiyi people will be more sophisticated and more in line with the aesthetics of the Asian people. Please act as a spokesperson for the famous movie star Song Huiqiao because her temperament is in line with Qiushuiyiren's position.

In order to make the Qiushuiyiren brand more cosmopolitan, the “transformation” must be thoroughly implemented, and the original shop furnishings will be completely reversed. A professional design team from France invited by Cuijian personally is working hard, perhaps again. In a few months, a brand new store in Qiushuiyiren will be a stunning debut.

Follow the fashion trend and explore the flow model

However, how easy is it to build China's leading fast fashion apparel brand? Analysis of the industry said that at present, many fast fashion brands in China have two major injuries, one is not enough fashion, and the second is not fast enough.

Compared with the internationally renowned fast-fashion brands ZARA, H&M, and Uniqlo, some of China's current fast-fashion brands are facing high inventory problems, and many brand apparel products have risen in output but sales have declined. From design to ready-to-wear sales on the counter, the Chinese clothing industry generally takes 6-9 months, international brands can be compressed to 120 days, in the fast-fashion family, GAP is 90 days, H&M is 30 days, Zara is said to be as long as 14 day.

Faced with such a cruel market environment, Qiushuiyiren to create fast fashion emboldened what? In the operating philosophy of Cui Jian, fast fashion must first be “quick”. This is reflected in the VMI supply chain model developed by Impression itself.

“Two years ago we were exploring this model. Simply speaking, it was characterized by fast shipping time, cheap prices, and keeping up with fashion trends. It adopted a “variety of small” models to allow inventory to flow rapidly between stores. Ultra-fast production and distribution processes allow styles to be updated quickly to attract more consumers."

This full return model has played an advantage in the market wars of last year. In the off-season when many apparel companies face losses, the after-tax profit ratio of the Impression shares reached more than 15%.

Another point is to be fashionable. In this regard, Ying Cui Jian has the advantage of admiring peers. She leads a dream design team. Qiushui Yiren has four different combinations of design teams, totaling more than 50 designers, to carry out cross-development, such as designing winter clothes now. At the same time, another group of teams have simultaneously designed the styles for Spring/Summer 2013. At the same time, they are guided by the famous design consultants of Japan and South Korea in the design planning and the latest international fashion trends. Qiushuiyi people will order once every two months. Will, in order to maintain the rapid release of popular styles.

“The truly powerful Chinese design should be to use the world language to write Chinese culture. Otherwise, Chinese design is not only difficult to compete in the international fashion system, but even more severe and cruel is that it may lose the right to speak of native culture interpretation. "Ying Cuijian believes that in the face of fierce market competition, if a garment company does not have its own design team or brand marketing team, it will only face the fate of being eliminated.