Liu Wenying: dead wood is still alive, designer brands have unlimited possibilities

Two years later, Liu Wenying's team experienced a big shake-up, and she herself also upgraded from a "less-born child" to a mother. The birth of her daughter brought her not only identity changes but also psychological maturity.

â–²WENYING brand founder Liu Wenying

The detour taken is also a kind of experience

After graduating from ESMOD School of Design in Paris, Liu Wenying did not directly establish his own personal brand. Instead, he went to Hong Kong Esquel Group and was responsible for the design work of his own brand “Send”. This clothing group, known as the "shirt empire", is known as a cotton shirt made of worsted fabrics and is recognized as an expert in the field of high-end shirts. Liu Wenying took a one-year trip here. After that, he created the WENYING brand in Hong Kong. However, it was not smooth and smooth.

â–² Brand logo

“The mainlanders have many difficulties and obstacles in the development of Hong Kong.” Liu Wenying sums up the situation in Hong Kong with a short sentence. She does not want to say more, but it is not difficult to guess the hardships. It is a young girl who has to leave home in order to dream. The hard work, but not all efforts have good returns. In early 2014, Liu Wenying chose to return to Beijing and officially established Wen Ying Studio here.

She once said that the most attractive place for design is that it gives designers a chance to express themselves. "I will put some thoughts and thoughts in my heart into the theme of creation. Even if those states are not necessarily good, I hope everyone can feel it." From this point of view, for a period of time, Liu Wenying's state of mind is at a low level. - She defined the theme of the two season press conferences as "bung wood" and "every spring", in order to express the process of things from bad to bad.

The arrival of the child is one of the reasons for her change of mood. “When I encountered difficulties, the whole person would become very negative. But after having children, I feel that everything is hopeful, everything is the same. Everything is full of sunshine. This may be the power of motherly love.” The second reason is that the work is gradually on the right track. “Before the company had a lot of problems with its operation, it took a lot of detours. Then our entire team made a big adjustment. The style and positioning of the product, including the product, can almost be said to be a new start. At present, this team has developed very well, including the design assistant, the version division, and the sample clothing, and the core team has 34 people."

Work with stars to open brand awareness

In the men's wear design, Liu Wenying's works are highly recognizable. On the basis of the traditional clothing profile, plus modern fashion and individual elements, he also pays attention to detail craftsmanship and quality, and devotes himself to details such as collars and cuffs. In particular, her high-definition series, the bold use of lace elements in men's suits, so that this exclusive woman, became a finishing touch for men's suits. "I don't like particularly exaggerated or cumbersome things. On the contrary, I look at quality more. No matter if it is fabric, type or workmanship, I will pay great attention. So I think men's wear is more suitable for my personality than women's wear."

The innovation in design allowed Liu Wenying to win the favor of male stars such as Chen Xiang, Yu Xiaoming and Yan Le, and they cooperated with them. However, according to Liu Wenying, cooperation with celebrity artists is only a means of propaganda. “For now, letting more people know and understand the WENYING brand is very important. One of the advantages of the Internet is that it accelerates our promotional efforts and improves the efficiency of publicity.” Liu Wenying gave an example, “For example, we There is a set of clothes worn by a certain star to participate in an event. Everybody can see this dress through various channels such as Weibo and the circle of friends. This includes the star performer’s friends and some fashionistas. Ordinary consumers. For the average consumer, they can directly generate purchases, and for star friends and fashion people, there is a possibility of secondary promotion.”

As for the actual publicity effect, Liu Wenying's answer is "differs from person to person." "If the other person is better, after cooperating with you, it will help you to do propaganda, and the effect is still relatively good." In the past year, Liu Wenying's team has spent a lot of energy on this, the visibility has been A certain amount of accumulation, then, she intends to change the strategy and focus on sales.

Performance is the foundation of sustainable brand development

In today's environment, designers are not merely designers of goods, but are also components of the hidden value of goods. Liu Wenying does not lack creative enthusiasm, but she always thinks this is a big challenge for how to realize the product. "If no one buys our products, we don't have enough money to carry out the next season's development. Although I've worked in a brand company before, I still have a lot of difficulties in implementing my brand."

Liu Wenying's difficulties in the mouth mainly refer to the coordination between the designer's personalized style and the market's popular taste. "If something is done better, if no one buys it, it will not escape the fate of death. Therefore, designers should not only consider their own design concepts, but also consider the needs of the market."

Liu Wenying frankly stated that the WENYING brand's suit price was relatively high. The ordinary suit suits were generally priced at over 4,000 yuan. In order to cater to the market, in addition to the suit series, she began to introduce some leisure series, and the price is even closer to the people. "The price of the general spring-summer product is between 400-1,000 yuan, and between 2000-4000 yuan for autumn and winter."

In addition, Liu Wenying, who had previously relied on online channels and cooperative buyers and integrated stores, was increasingly aware of the shortcomings of this system. "Like foreign buyers, most of them use the means of buying goods, so that the designer's funds can be returned quickly, and there is no risk of pressing the goods, the company is running smoothly. And domestic buyers generally use consignment shop In this way, the sales risk was placed on the designer.” Liu Wenying, unwilling to be restrained, started to build his own sales channel and opened his first WENYING brand shop in Beijing, in addition to maintaining the original men’s collection. Add 10-15% of women's collections and add some more style to the image. "Opening your own shop will increase sales profits. I hope our brand can take the road of sustainable development."