Take heart women's interview: In Guangzhou, a woman relies on "going heart" to give new life to the costume

In the past two years, we have constantly heard introspection from the garment industry: letting garments return to the essence, giving consumers what they really want, and rejecting the value imposed.

The road to return to such a criterion is not unimpeded. Service transformation, scene marketing, supply chain transformation, and experience economy... Clothing people have introspection and wait-and-see during the process of finding the road, and some people gradually come out of the fog – relying on following their own hearts. direction.

Today’s guests are such a “forward-mannered” clothing person. She spent 20 years in the clothing industry, and in her 36-year-old year, she was determined to create a brand that impressed herself only. In your own way.

Moderator: "Going to heart" sounds like a story-telling name. Tell her story?

Xiong Yan: On April 3rd, 2014, my journey to “get the heart” started. All those who have come to "take heart" should be able to feel it. Not only clothing and clothing are just one of the most important elements here. Operators intentionally or unintentionally pass a lifestyle, and they like to be there. It will be very comfortable.

The “walking heart” I understand and advocate is a life aesthetics space created by people who love life, love to travel, and are full of curiosity and interest in art.

The name "take heart" was taken with my team. Coincidentally, we have discovered that the word "take heart" has been frequently spoken by people in the past two years and is being pursued as an ideal state of mind and state.

I think that at the node of such an era, many people, like me, have spent much of their time in the past two decades doing what they should do rather than what they like to do. More and more people and my attitude are the same, return to the heart, listen to myself, learn to live for the dream.

Moderator: In the past two years, clothing companies have been reshaping their channels and models. Is it also influenced by some innovative practices?

Xiong Yan: Actually, at the beginning of the creation of this brand two years ago, the concept of the so-called living hall and experience marketing was not as popular as it is today. There is no object that can imitate learning. Today, for many brands, "experience" is just a means of packaging brands.

At the time, I had been engaged in the apparel industry for a full twenty years. I needed to express too much feelings and emotions. I strongly hope that we can create a brand that can truly reflect our innermost feelings. The original intention is more like the value of ourselves for twenty years. An expression. This kind of heart will in fact release a very powerful force. At that time, the investment “take heart” was entirely funded by me. Many of my friends learned about the brand's model and content, and were also very interested in investing. They were rejected by me. On the one hand, is this brand-new model able to survive in the market? It is an unknown number. In addition, I would like to create this brand completely in accordance with my own ideas. Not necessarily to cater to the market, not necessarily to cater to others.

Moderator: The "take heart" was born out of the pursuit of the heart, has never considered her market value?

Xiong Yan: Although it is not a pure clothing brand, it is undoubtedly to exist and serve a certain group of people. Every item that this group of people likes in life, every item they need, will become a product that “takes the heart” or something that “goes to the heart” needs to do in the future.

We have not advocated that all things should be done on their own, but also hoped to build a large platform based on “going away from the heart,” bringing together many platforms for designers and craftsmen involved in aesthetics of life, and positioning customers through segmentation. The needs of the in-depth excavation and cooperation.

“Going to the heart” exists for a certain audience, satisfies the demand and satisfies the market. From this point of view, our starting point is not to arrive, but the result may go further.

Moderator: How was the first "mini heart showroom" born?

Xiong Yan: Prior to the founding of “Being Away”, I had been operating a clothing brand for more than 20 years. I have grasped the market demand and also experienced the brand operation. At the same time, I have also developed a distinctive style and taste of clothing. All of them give me confidence that the space in which I create aesthetics must be appreciated and resonated.

In the early days, there was absolutely no object that could be learned and borrowed. It was the first of its kind. At Grandview Plaza in Guangzhou, I took a trick and won a 1,000-square-meter storefront. At that time, with my understanding of life, I spent time in flower shops, afternoon tea, clothing, daily necessities, art activities, folk salons, dating activities, and other ceremonial activities. Inclusion, one by one in this space.

The first “moving heart” from the style to the decoration was designed by myself and the team. The decorations in the store are artworks, orphans, and small objects that I have scouted from around the world.

It can be said that in the early days these things depended on sense and sensitivity. In the process of doing so, my team and I did not expect that the marketing mode of social networking and experience will be highly rated and recognized in the industry, and never expected to wake up so many consumers. In the just-founded year, there were thousands of people who participated in the various activities organized by the "Take the Heart." There were at least a thousand people attending and at least hundreds of people.

This flagship store has incorporated a lot of cross-border art and lifestyle activities to bring consumers a whole new experience. In each event, members will take a lot of photos and share them in a circle of friends. In less than a year, VIP customers who “take heart” have reached 18,000, which was totally unexpected at the time of our creation. . No doubt, everyone likes this "experience."

For me, this cross-border platform thinking has been evaluated and recognized by the industry. This is what I feel most proud of until today.

Moderator: Running an experience is completely different from managing a piece of clothing. Integration is very important. Many people believe that the key to cross-border integration is mastering a lot of resources. What do you think?

Xiong Yan: The key to integration is to lock in a group of people and manage the lifestyle that these people want. There is no standard for integration. This is a prerequisite and is more important than mastering resources.

We will determine the content of “convergence” based on different regions, stores, and locations. We will also combine the local cultural features to incorporate some of the content that local consumers prefer.

For example, in Sichuan, we integrated teahouses, flower shops, and clothing; in Heilongjiang, combined with the spatial characteristics of shopping malls, we created the concept of aesthetic art galleries, integrating clothing, plants, and other elements.

We have found that, under the concept of parcels, the size of space is not a key issue. A 1,000-square-foot shopping mall that invests over 10 million yuan and an independent 50-square-metre store that invests 300,000 yuan can all make an aesthetic space. If you want to start from the existing resources in your hands, to create a certain experience mode, it will actually fall into the narrow.

Moderator: This attitude is really inclusive, this inclusion does not seem to have a threshold, has undergone a severe test from the market? Just as we have seen too many experience modes, they are picky and difficult.

Xiong Yan: From the beginning of last year, the “take heart” began to be known by more and more people. At the same time, the concept of the living hall began to be recognized by the industry. We have ushered in the inspection visits by department stores, brand owners, and designers. We have found that many people want to open an experience shop that resembles a “walking heart,” but they are subject to different bottlenecks, such as funds. There are also many bosses already operating clothing brands, but the impact of electricity providers, coupled with a single brand, the days are not easy, after all, have fallen into a homogenization of channel models and products.

The route taken by “going with the heart” is exactly the sense of experience and differentiation. Therefore, in the apparel brand group of the second and third tier cities, the desire for a transitional experience shop model is very strong. They either just want to learn the "take heart" model, or just want to join the "take heart" brand of clothing. At least 50% of the crowd came to watch with such a request.

Can we meet the needs of this group of people? This led me to begin to re-examine the original intention of the “going heart” brand. I created the “go heart” not for the purpose of making money, but to convey my own attitude towards life, so that more ordinary people like me realize that Help them embark on a journey of dreaming.

Moderator: In my understanding, this is regarded as a model output?

Xiong Yan: It can also be said. Our starting point is to help these brands transform. For me, taking the heart is like water. It can flow into the sea, and it can also flow into the crevices. It can be transformed into various shapes with different topography. The customer does not have to use the name "take heart", nor does it have to be the same as the "take heart." As long as it is his own innermost desire to achieve the model.

We do not copy past successful experiences, but rely on our expertise and experience to create the most appropriate combination of atmosphere and taste for our partners. For example, some customers hope that we can transform the store containing more than a dozen brands into a living hall model.

After more and more cases were completed, I was deeply shocked by the leading force released by the “going heart.” This may be a kind of sense of value that I have been pursuing.

In order to better serve such a group, I chose to open a concept store in Guangzhou’s Cotton City International Fashion City. Created a minishowroom to help those in need to open stores like us, and also own their own collection shop and living hall.

This year, the entire macro economy has still not recovered. We decided to focus on launching “small and beautiful” collection stores. A single item, such as a hat, socks, etc., can actually be a living museum. Refinement and segmentation are the mainstream of the future. For operators, this light asset operating model can also meet the needs of more people with low investment and high returns. So far, the performance of the “going heart” single store is still very impressive, and the cost can be recovered within 6 months.

Moderator: This kind of new business is presumably born, revised, and developed. Do you think that the life experience hall is such a cross-border business? Where is the bottleneck in model replication?

Xiong Yan: Starting from the first flagship store of 1,000 square meters, we gradually found the basic mode of doing a living hall. Then we extracted these elements and applied them to multi-brand stores to apply them to smaller and more beautiful stores. , copy the success factor.

In this process of copying and revision, we are not particularly stuck to a certain method. Each customer has different situations, different understandings in the depths of the heart, different resources, and different ways of integration, including cooperation schemes.

So where is the bottleneck? The hardest part is to test our team's understanding of the humanities in various places and the overall ability to control life aesthetics. This is really a challenge.

We did not position ourselves in a clothing company, not in buying my clothes, and you must be consistent with me in your spatial planning. Our team requires ourselves to think about how to do brand communication, how to do event planning and how to refine the brand culture around each customer's different situations. We will customize a full set of auxiliary services according to the characteristics.

Here, I would like to say that one of the most frightening aspects of doing the Living Experience Museum is that there are no so-called dreams to use shops as tools for making money. Regarding this matter, the beginning of heart cannot be regarded as a business. Everyone wants to realize their own value. They hope that the "hands" and the "dreams of the heart" can be combined. These two conditions can be satisfied at the same time, but the order is not the same. . This is very important.

Moderator: For apparel companies, what are the driving effects of this operating model?

Xiong Yan: For the traditional clothing enterprises, the concept and model of “going with the heart” touches them. The traditional clothing companies focus on the style and price of the clothes, focusing on the clothes themselves and ignoring the consumption. By. What kind of person will this suit be sold to, and what kind of motivation does the consumer have to go through to purchase this suit? Have not seriously thought about, whether it is a wholesaler, or brand, the concept is still selling clothes.

When the traditional clothing industry encounters the impact of e-commerce platforms such as Taobao, the path chosen may only be to make clothes cheaper and helpless.

In the "take heart" model, I pay great attention to the feelings of customers buying clothes. I believe that many consumers are emotional consumers. When consumers enter a certain space and are attracted by the atmosphere, style, and space, they are willing to take this kind of atmosphere home.

We have always emphasized the on-site sense of experience and the art space. Aesthetics, humanistic feelings and care are all in it. Scenario assumptions appear in your mind and will break the traditional mindset of traditional clothing companies. It is an innovation from the cooperation model with franchisees. From selling clothes to selling lifestyles, from managing products to operating people, is a bigger breakthrough.

Moderator Comments

Chatting with Xiong Yan is a pleasure. Before this dialogue began, I just hoped that "going to heart" is as true as I have seen. There is sentiment, connotation, and quality. It seems that this is enough. However, I did not expect that I also gained a clear and profound understanding of the founder's life hall and experience marketing, as well as valuable and replicable experience.

After all, there are too many "concepts", just an idea...

This is indeed a talk of experience and practice. When too many halls of life flow into one of the brand's packaging methods, Xiong Yan's approach has too many differences: "Going to the heart" can be exported by the model, but it is not a copy; every "walking heart" can be Integrate different elements and resources, but the taste will not change; a transformation path of a clothing company can be cross-border, and the experience and ideas of the clothing industry practitioners can also be “sold”; the tangible products that “take heart” are more than clothing. The needs and preferences of any target group can become products.

Take heart women dress completely from the needs of the target audience, to break the middle layers of obstacles, let everyone begin to use a more reasonable perspective to view the channel settings, a more natural attitude to determine the business model. As for the results, naturally.

This is not a pattern innovation aimed at the consumer side, but it is a subversion of the stereotyped thinking of the clothing channel, hoping to bring inspiration to everyone.