Crack New Silk, Add New Brand, Lotus Brand.

Recently, the rip and silk group has added new positions. High end women's wear Brand lotus. "Lian can be an upgraded version of the broken silk, which follows the design style of breaking silk." Tang Feng describes lotus in this way. Lian can be more elegant and Sinicization than cramp and silk, and is more advanced in material and workmanship.

"Some company." cut silk into pieces for writing letters The growing users now have the demand for more advanced clothing. They hope that the fabric and workmanship of the split silk fabrics will be more high-end, so the Lotus brand can be launched as a more high-end brand. And it's very important that I have this demand myself. " Tang Feng revealed that users who do not care much about commodity prices and pursue higher quality account for 10% of the total number of users.

The price range of Lotus can be 1000 yuan to 2000 yuan. Tang Dafeng said that Lian Chan may not be able to bring a large number of sales brands, but this is a very meaningful exploration and try. Before that, there was not a strong brand of designer style in this price range. With the development of electricity providers, the electricity supplier has been able to carry more high-end products and brands.

Lian Chan's launch is very low-key. In the first half of the brand operation, the group will not deliberately upgrade the sales volume of lotus, but pay more attention to the healthy development of the brand itself and whether it is accepted by consumers. Tang Feng pointed out that every sub brand launched by the company is operated by an independent operation team. In the 2 to 3 months after the launch of the sub brand, the group will not invest a lot of resources in marketing, nor will it invest a large number of personnel.

All the sub brands of the "rip" have strong profitability, both styles and profits. Tang Dafeng believes that cracking the silk is not the fastest growing Internet brand, but it is the healthiest. The newly launched sub brands are independent accounting, must feed themselves in 2 to 3 months, and won the recognition of users without promotion.

　　 Lian can If there is a better development, do not rule out the establishment of a separate line shop, online channels to display. At the beginning of its creation, only a franchise store was built on Tmall platform.

At present, a new sub brand will be launched every year. Tang Feng called it "play", more concerned about their interests, not too concerned about what competitors. Tang Feng and Tang Xiaofeng are currently focusing on product and design of each brand. The two sisters are responsible for 3 sub brand products and designs respectively.

Online women's clothing represents the strategy of multiple brands through different ways. More emphasis is placed on the original brand with strong design style. Tang Dafeng expressed the hope that the rip and silk group would become a platform for designers and practice more network brands with different styling styles.