Build Domestic Luxury Clothing Brand Designer Brand

Chinese designer brand brand has recently introduced institutional investors for the first time, and has received tens of millions of investment from Kai Fu capital. After the current round of financing, the brand value is over 100 million yuan.

On June 7th, Chinese designer brand Peter Vol. recently introduced institutional investors for the first time, and got tens of millions of investment from Kai Fu capital. After the current round of financing, the brand valued more than 100 million yuan.

After this financing, it will focus mainly on opening more offline stores and strengthening the construction of online e-commerce platform.

Architect Chen Xing and Chen Yulei founded the clothing brand in 2013.

At the very beginning, it was different from most designer brands. Instead of entering a buyer's shop, they started a lifestyle shop in Hutong, high-end hotels and shopping centers, and through their founder's personal influence, they regularly related to their experiential shops.

KOL launched activities to win customers through word of mouth and circle marketing, and promote sales growth.

Chen Xing's attitude towards capital has been very cautious. He believes that in the early stage of brand development, it is most important to consolidate brand genes and products and build customer groups.

Talking about why we choose financing at this time, Chen Xing explains: the right investors can understand the positioning and development direction of the brand, and even promote the healthy development of the brand to a large extent.

At present, he owns 2 stores and stores next year, and plans to open 3 new businesses this year.

Offline stores will play the main experience, using direct battalion mode, so the development speed is slightly slower.

In addition to traditional stores, Peter will also set up experience stores in key areas of some cities to promote brand experience and services.

"We are not going to shop as much as most designer brands, but instead focus more on the experience, so as to present a complete brand image."

He said: "we hope to start two to three stores and scale to a certain extent.

At present, the cost of our R & D and operation is not very healthy compared to our brand size, and we need to amortize part of the cost. "

Instead of entering the major e-commerce platforms, he developed a self owned online business platform based on WeChat.

Chen Xing said that when accumulating a certain number of customers, when the user re buys or recommends to friends, this private online platform is very convenient.

"The role of our online channel is to expand our customer base horizontally, while the emphasis is on enhancing experience and services."

For this investment, Chang Xin, chief investment officer of Kai Fu capital, said that in 2016, Chinese consumers spent 120 billion yuan on luxuries and 420 billion yuan of luxury goods abroad.

32%.

Such a huge market scale, but the share of local brands in China is almost none.

I think, on the one hand, overseas brands are not necessarily suitable for Chinese consumers. On the other hand, the Chinese market is at the forefront and the most consumptive ability. At the same time, the consumers with aesthetic confidence are no longer superstitious overseas "brand names", and a large part of them are very appealing to Chinese traditional culture.