How Many Markets Are There For The Political And Economic Elite?

A skirt 200 thousand! Who is patronizing the "dignitaries fashion designer"?

Through hard work, she turned from an ordinary college girl student.

This story does not only happen in the movie "Queen of Prada", but also in real life.

In recent years, when the entity clothing store is facing the impact of e-commerce and the traditional luxury brands are busy closing up, the high-end private custom has gone against the trend.

Some people in the industry have told reporters that China's high-end customized market capacity can reach 450 billion yuan, but the current market capacity is only about 5 billion yuan, and the potential is huge.

This scene, as early as 6 years ago, has been smashed up by its own money portal.

Chen Yehuai, founder of GRACE CHEN rose, predicted that.

Unlike Annne Hathaway's assistant editor in chief of fashion magazines, Chen Yehuai is a real fashion designer.

Through careful management in the Chinese market for more than 10 years, her clients have been involved in the national diplomatic level of ladies, business executives and elite women, known as "political dress designer".

"In my eyes, both the president's wife and the elite women are alike.

Because everyone is important. "

Chen Yehuai said in an interview with reporters.

Return to "small test knife"

Chen Yehuai was born in the 70s of the last century, and in April, when she was in full bloom. Her mother named her wild Sophora japonica, and she always wanted to travel around the world.

In the college library, Chen Yehuai discovered Tom Wolf's "From Bauhause to our house". She decided to go to the modern design center of New York to learn costume design.

In 1992, she entered the TOEFL class of Renmin University.

Just like the protagonist of "Chinese partner", Chen Yehuai, who was in China's p century and great changes in the world, has been carrying stools several times outside the embassy to wait for the refusal or "call" of the goddess of liberty.

In 1995, after graduating from the China Fashion Academy, she became a brilliant student in New York Fashion Institute.

Chen Yehuai lived in the United States as the designer and design director of several famous international fashion companies. Shharon Stone, Jenny Garth, Helen Miller, famous talk show host Oprah Winfery and other celebrities were her clients.

"In the western fashion world, Oriental beauty is hard to understand. The pursuit of fashion design in Europe and America is extreme, and everything needs to be highlighted.

The most important thing for East Fang is to be implicit and understand the combination of blank and reality.

At that time, there were many foreign affairs activities, but it was difficult to feel the eastern woman's side.

At the same time, my idea is very simple. I want to try to blend the Oriental feelings with the modern minimalist style that I have formed in the American brand for many years, and begin to design clothes for Chinese women from my mother, sisters and friends.

Chen Yehuai said.

In 2005, Chen Yehuai, who was the chief designer of the third senior dress designer in the United States, was sent to Shanghai to become the head of the branch.

"Apart from not worrying about money, we feel the same as other businesses, because the production and design departments have to start all over again. At that time, I was worried about the team building. After all, it was a high-end dress. Can the Chinese design it?"

Facts have proved that Chen Yehuai's worries are superfluous.

The diligence, cleverness and ingenuity of the Chinese made her set up a team of 200 people in just three months. After six months, the efficiency and effectiveness of the whole team were much higher than that of the Losangeles team she had ever taken.

What excited most of the headquarters was the great benefits brought by the Shanghai branch: the proportion of the company's production in China was only 5% before 2005, and the proportion was over 90% between 2005 and 2008.

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Self door

The outbreak of the financial crisis in 2009 led to a downturn in the global luxury market, while sales in the Chinese market were "full of strength".

Data show that in 2006~2011, the luxury market in mainland China increased from 35 billion yuan to 106 billion yuan.

This is also an important background for the rapid growth of the American advanced custom brand that Chen Yehuai served at that time in China.

Encouraged by her younger sister, Chen resigned in 2009.

According to the original idea, there will be three brands of different market needs, but also because of the financial crisis, the story of the founder of the traditional consumer service industry is hard to get the favor of angel investors.

According to the report of the pioneering research center, 86% of angel investors appeared after 2005, and 60% of them began investing after 2009, while 76% of angel investors were concerned about the mobile Internet and electricity providers. The proportion of traditional consumer services was only 32.2%.

As a result, Chen Yehuai, who is firmly committed to the Chinese market, decided to break his own money and set up the GRACE CHEN fashion design center in Shanghai.

Through three years of exploration, Chen Yehuai found her "killer": a set of three-dimensional cutting technology, including the type of system.

"China does not have a unified model system. I can only develop it myself. I am based on my own data, and combined with the data of some brands in Europe and Japan. We have human data in several different systems, which is the real secret of our success."

Chen Yehuai said.

"In my view, Chen Yehuai is lucky. If she made a private custom brand for the consumer market around 5000~8000 in 2009 and began to expand in a big way, it may not be a good day."

Beijing family

The person in charge of private custom brand told reporters.

In 2011~2014, the men's clothing brand wanted to go against the trend, and opened 5 flagship stores in the prime locations of the first tier cities. The main consumer group was the elite group from 3000~20000 yuan, but the imagined light luxury market and luxury goods market did not rise.

According to the China luxury goods report, the consumption of Chinese consumers in the mainland in 2014 was 25 billion dollars, down 11% from the same period last year.

The situation in 2015 has not improved, and 83% of luxury brands have appeared in various forms in China.

This phenomenon will continue. It is expected that more than 95% of luxury brands will strategically close some stores in 2016.

Only in the middle of November this year, two big brands were hit by a closed shop crisis, and another 1/3 of Chinese brands were closed.

The problem is, although luxury stores are closing down, the domestic consumption capacity has not been reduced.

According to reports, Chinese consumers' overseas consumption amounted to US $81 billion in 2014, up by more than 9% over the same period last year.

The 2015 China luxury report predicts that the Chinese will spend $117 billion on luxury goods this year, 78% of which will be overseas, and consumption will exceed $91 billion, an increase of 12% over the same period last year.

On the other hand, the speed of the loss of the old customers of luxury brands is greater than or equal to the rate of increase of new customers. "De logo" is rapidly pforming into "de branding".

Mo, chairman of Rome family chairman, told reporters.

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Who is patronizing Chen Yehuai?

At the end of the year, Wang Ying (a pseudonym) had a very full daily arrangement. In addition to attending all kinds of thematic parties of the "Ladies' group" and watching some fashion shows, the "Beijing celebrity" took part in two highly customized fashion shows on the evening of the 12 th of this month.

And after a week's fashion brand Christian Dior's new flagship store opened in China World Trade Center mall, Wang Ying will not miss it. "Whether it is the advanced custom fashion show or the four limited edition handbags launched by Dior are all aimed at grabbing China's more high-end consumer market. For our sister group, as long as the perfect and elegant products will pay attention, it will consume appropriately according to the needs of the occasion."

Women like Wang Ying are called "China's high net worth class".

The white paper on the life insurance market of China's high net worth group, released by the Chinese version of Forbes's Chinese version combined with the assets of China, shows that as of the end of 2014, the number of people with high net worth who could invest more than 10 million yuan in assets has reached 910 thousand in China at the end of 2014, compared with only 510 thousand people in 2011.

It is worth noting that the private investment assets of the 910 thousand people reached 29 trillion and 600 billion yuan.

In 2014, the total GDP of China was 63 trillion and 600 billion yuan.

The white paper also believes that by the end of 2015, the number of people with high net worth will reach 1 million 120 thousand.

"This will also be the first breakthrough in the number of high net worth classes in China for the first time, and the elite group as the core group of high net worth people has unique values, habits and personal tastes. The quality of life consumption is more demanding. In today's individualized and quality-oriented lifestyle, the advanced customization of images has become an urgent demand for elite women in the political and economic circles.

Chen Yehuai told reporters.

Not long ago, Chen Yehuai's 2016 spring and summer

At the end of the conference, a Female Hostess and female entrepreneur in China made two sets of evening gowns for a one-time price.

How expensive is this kind of advanced customization? The reporter once asked Chen Yehuai about the price of a skirt, and the answer was yes.

One meter ten thousand yuan, the total price of the skirt is nearly 200 thousand yuan.

"Advanced customization is our main market now. Over 50% of the customers belong to women who are fashionable and socially aware, and have little interest in big cards. At present, the number of customers is quite high, so the income of advanced customization has completely solved the problem of survival."

Chen Yehuai said.

At present, Chen Yehuai's main clients are women, business executives and elite women at the national diplomatic level.

"If it is a foreign ministry spokesman, the first thing to consider is the image of the country, which is ultimately expressed through this person.

But no matter who designs, the president or Mrs. Oprah, we must first regard her as a woman, first of all, to be prettier and prettier than before.

Chen Yehuai said.

Chen Yehuai believes that the most important consumer group for private customization is 40~60 years old, while the consumer group of new brands is in 3000~8000 yuan. "You can push back, we have not formed such a consumer group, and this quantity is very small, which is not enough to support such a market. We probably have three to five years to form this market."

Chen Yehuai will also enter the market. If she can attract investors, she is not worried. "Do not belittle the aesthetic of consumers. Everyone wants to buy a perfect product, even if they spend a lot of money."