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Exclusive Interview With Ms MIN: Can You Copy Her Experience From Taobao To Even Crawford?

2020/4/10 10:57:00 0

Ms

Because of the epidemic, Shanghai fashion week had to move to the cloud. Whether or not it is willing, exhibitors need to use technology and platform strength to display their brand and design. Some brands are faced with such changes, while some brands should cope with them.

Fashion brand Ms MIN is one of them. In our previous reports, we have mentioned the brand's performance on this cloud fashion week. For this brand of strong growth from Taobao and Tmall, this year just entered the tenth year, and its story goes far beyond that.

You can call it an aborigine in the Internet age, a brand that grows on the Internet. Although it has cooperated with more than 50 wholesale retailers at home and abroad, including Lane Crawford, a boutique and a direct store, half of its sales revenue still comes from online.

In this programme, we can listen to the story of Liu Min, founder of Ms MIN.

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You will hear

01:46 entered fashion week for the first time, but returned to live the "old bank".

07:12 Ms Min Taobao shop was formerly an ancient shop?

09:45, as a professional designer, why choose Taobao as the starting platform?

At 13:03, the Taobao experience made Liu Min have different thinking modes with other designers.

Will 14:28 Taobao leave designers with "black history" and criticism?

How to get the favor of Lac Crawford at 14:50?

18:28 "live form" was questioned too low, Liu Min how to treat.

How will a designer think and cope with uncertainty in the 2020 of 20:30?

Guest of Honor: Liu Min's independent brand Ms MIN designer interview segment

For Ms MIN, a very special fashion week.

I've never been in fashion week before. I didn't walk through fashion week. This year is the tenth year of brand creation. After talking to Mr. Lu, the Organizing Committee of fashion week, he decided to join the fashion week in Shanghai.

We saw a good show ground before the new year, and then celebrated the new year. So there is not much preparation for the site except for the survey.

After the Spring Festival, I saw that the fashion week had news that the fashion week would be postponed or changed. Later, they were informed that they would be transferred to the online fashion week.

Compared with the widened live show, online live broadcast will focus more on the screen of mobile phones, and the visual effect of the show can not be so strong. But this is after all the fashion week's "cloud show", so the live broadcast of Ms MIN is more complicated than the simple live broadcast before.

Now it's spring, and during the special period, everyone is isolated at home. I think everyone will have a desire to get close to nature, so we will bring nature into the room with live broadcast.

The live broadcast is also more complicated than before. There are three different lens switches. There are also customers and guests sharing in the middle. There are also external videos implanted in the live broadcast process, so there are many new attempts in technology.

We broadcast from half past seven to half past ten that night, with about seven models. Everyone is very happy.

Our purpose is to communicate with customers. In the past live broadcast, many customers have some requirements, for example, small customers want to see the effect of clothes on small bodies. It is very important for customers to feel close to each other. After all, the clothes designed are integrated into life and are worn by individuals in real life.

   A little "cloud" gene, so it's more suitable for live broadcasting?

We rarely used to show up in the past, but live broadcasting is what we have been doing, so we have more experience in live broadcasting. So it's quite logical for us to switch to live broadcasting.

Before I started to make my own brand, I registered a shop on Taobao, which sold the antique clothing I bought during my study abroad. I can make models myself and make shapes. It's fun. At that time, the selling of the ancient books was very good, and a small group of customers had been established by selling ancient books. At that time, I also felt that I could give feedback and I could do what I liked. This Taobao store is the predecessor of Ms MIN.

I like design ever since I was little. When I was very young, my mother would take me to buy a cloth, go to a tailor's shop or go shopping. When I looked at these cloth and clothes beside me, I would find my hobby, thinking about what the cloth looks like, and began to create an aesthetic of its own.

After that, I went to the UK to study design and returned to work in baozi. After working for some time, I felt that I wanted to be able to express myself perfectly, so I made this brand in January 2010.

As a designer studying abroad, why did Taobao become the initial platform?

At that time, Taobao was the only platform for me, and Taobao was a completely open and unfettered platform.

As a young designer, the response of buyers surprised me. At that time, I thought, "Wow, the clothes I just designed were actually flattering, but they also sold well."

At that time, it was nearly new year, and I designed ten styles of new spring series, which all sold well.

The best seller is a high waist skirt with black and tapestry. The fluffy skirt has become a classic and has lasted for ten years. This year I injected a new feeling in the design, so that this new skirt has a new life.

The price of the first series is about three hundred to more than 2000. I combine the price of the similar clothes on the market, and combine our cost and other aspects to get an intermediate price.

At that time, the new style was still more casual, such as Spring Festival and Spring Festival. When spring festival was coming, it would be in spring and summer.

Taobao store experience brings different design thinking.

I have also done customer service on Taobao. We are directly related to customers and can really hear the feedback from customers. Whether it is the accumulation of sales experience or the accumulation of customer feedback is a direct one. I think it is very important for the designer, this part of the whole design experience.

Many people think that designers draw on paper, but I think dress design requires customers to return to her dress experience, and the whole design is truly complete.

But some people will think that you are a Taobao selling clothes, just a Taobao seller. At that time, I felt that as a designer, I was not sure that I was tagging the label of Taobao seller. For example, micro-blog will receive some comments and say, "God, I sold clothes on Taobao a few years ago. That store went into lac Crawford." "

Now I think everyone's perspective is different. If you want to see form and external things, you will feel the outside world too. Why did I feel sad at that time? It shows that what I felt at that time was these external things. If I look inside, these are not important.

From Taobao to link Crawford

At that time, Lane Crawford opened the first shopping malls in China in Shanghai, and they hoped to introduce the brand of Chinese designers. A fashion editor appreciated our brand and recommended it to Lian Crawford. I heard that the director of fashion at lac Crawford has seen about 150 designers' works and three of them have been selected. We are one of them.

After that, I received an email from the fashion director and asked me to meet to see our products. I brought the whole series of clothes in autumn and winter 2013 to Shanghai to show him. I was very nervous at that time, because I wasn't very good at talking about my work, but maybe it was a tacit understanding. His evaluation was very good. I admire him very much. He doesn't care where you start. He cares about what you do.

The platform such as Lian Crawford opens up a greater possibility for us to face more professional markets and more people. Joining lac Crawford also made us grow a lot in the overall operation of the brand.

The biggest challenge at that time was the agenda. I used to follow what I felt and what clothes I had in season, but entering LKF was like entering the world fashion system, for example, preparing for autumn and winter in spring and summer. One of the most important lessons that I can get from this fashion director is that I must adjust my schedule, or I will never be able to keep pace with it.

Not long after that, my husband resigned from his position in Baozi and joined our team. He was in charge of business planning, and I was very lucky to concentrate on design.

  "Cloud Fashion Week", low?

Before the live broadcast, I was asked by an interviewer if she would feel that the live broadcast was too low, but there was nothing low not low. Platform or live broadcast, these are just tools, so that we can express our true self.

Of course, we must constantly improve and learn. Two or three days after the live broadcast, a friend showed me a post saying that the live broadcast of Ms MIN was good, that is, the lighting was not doing very well. Later I looked at several different brands in the post, and others' lights were indeed useful. This is also one of the studies.

Ms MIN live evaluation. Source: Wen Dao MI, "fashion week = live direct sale. Big shuffle is coming."

But no matter how the platform changes and how the marketing channel changes, designers still have something that they do not change.

Design is ultimately for life, and it is also through the exploration and experience of everyone, we can slowly feel its integrity, can not be designed for the design, the purpose of design is also very important.

Every design I make, I think it is necessary at the moment, if it is dispensable, it will be eliminated, I will not let it become a commodity.

But I think each stage is different in cognition of things, and consciousness is growing constantly, just looking at what everyone does.

The most important theme in our ten year plan is streamlining. Especially in the beginning of 2020, the environment is telling us what is most important in life, where the real quality of life is, which is very important and is also a problem we have to keep thinking.

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