Sun Zhonghua, An Avant-Garde Designer

He left alone in Paris to create the world's first and only world.

Anime women's clothing brand, the cutting-edge designer should not belong to him.

What is puzzling and interesting is that a financial boy has never had dealings with costume design and business operation before stepping out of the school gate. Why can he get such a remarkable achievement in the industry?

For this reason, we approached Sun Zhonghua, the avant-garde designer who vows to be Chinese.

Strengths: likes and understands well.

Although Sun Zhonghua also had a good job after graduating from University, he did not think he had found the ideal career direction. Therefore, he targeted the clothing industry and studied fashion design himself. He entered the advanced class of outstanding ladies' designers and took the lead from Wu Haiyan in the first place.

From financial to clothing jumps across the border, Sun Zhonghua did a good job. "Likes and understands well" is the most important factor for him to do this business, and is also his biggest advantage.

In the face of the global fashion brand style, Sun Zhonghua came to Paris to study costume design and put all his eggs in one basket. He used nonlinear thinking and counter cyclical strategy to create the world's first and only anime clothing brand DESSIN ANIME in the world, only to find his own sky.

He integrated the culture and artistry into the core competitiveness of the clothing brand, and he injected the soul into DESSIN ANIME.

The inherent artistic insight may not be matched by the number of garment graduates.

Fashion starts with sketches of designers, and artworks are often the source of inspiration for designers. Besides, they are displayed through the human body.

Most of the entrepreneurs of Hangzhou women's wear are students from Zhejiang Institute of Silk and Textiles or Chinese Academy of fine arts. They or their classmates are partners or husband and wife partners. They use small workshop style process to climb around the market and finish their original accumulation, and then determine their brand style and scale.

Compared with the talent of this industry, Sun Zhonghua is a heterogeneous group.

However, professional misplacement did not affect his success. In the final analysis, it was his love for clothes.

From the beginning of the learning clothing industry to its own design and production, Sun Zhonghua spent a year, this is the original image of Hangzhou DESSIN ANIME Clothing Co., Ltd.

After three years of struggle, Sun Zhonghua began to organize his team, and the company was gradually on the right track.

Since 2004, three brands of "DESSIN ANIME", "anime constantly" and "VIMIVA" have been established. Since then, there are more than 100 franchised stores in the country. At present, he has a limited company in Hangzhou Animation Co., Ltd., which integrates design, production, production and sales.

During the interview, Sun Zhonghua would specifically mention that the average age of a Team in the current design team is 23.2 years old. This young team together with Sun Zhonghua is "advocating romance and pursuing heartbeat".

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Backing: brand management

Brand is a concentrated expression of corporate culture and business philosophy.

For the brand Sun Zhonghua has unique insights, therefore, in the show planning, exhibition, album design, shop layout, Sun Zhonghua will highlight the characteristics of its brand from the nuances, and reflect the building of its brand culture.

To say that a company or product is like a school, it needs a brand story, with a connotation to play the effect of brand appreciation.

If there is no connotation, then even if the surface is bright, it will be only temporary.

He hoped that the connotation of "DESSIN ANIME" could better reflect the characteristics of young urban animation women, and create a healthy and graceful image of modern animation women.

Sun Zhonghua also has his own tricks for the creation and operation of brands and years of shopping in the mall.

"Creating brand is also a risk investment."

First, risk of off-season operation.

Enterprises do chain store brand operation, not like wholesale trading spot pactions, must publish their own trend design, order meeting.

Clothing in autumn and winter will be released in 3~4.

This practice has greatly increased the risk of enterprise investment, because the early fabric ordering, early production and capital investment are not necessarily consistent with the fashion trend.

Second, we must strictly manage franchisees.

DESSIN ANIME set up a strict franchise system: on the basis of paying a certain franchise fee, the franchisee's annual purchase volume should not be less than 400 thousand yuan, and the total amount of the total amount of the goods can be returned to 7%. In addition to the national promotional activities, the franchisee can only sell discounts to the VIP card users. If you want to do your own promotional activities, you need to get the company's approval. All the franchisees' images are designed by DESSIN ANIME, and the franchisee can only follow the lead. Franchisees are not allowed to sell non DESSIN ANIME products in the exclusive stores or counters. No DESSIN ANIME has a strict franchise system. In order to prevent franchisees from copying trademarks, they are processed elsewhere.

Sun Zhonghua believes that brand management and processing are the foundation, design is the core, marketing is the guarantee, and the combination of the three is the guarantee of brand competitiveness.

After forming a certain scale, he sent people to open up marketing network in China, looking for powerful agents or franchisees, training them, providing financial support, pave the way for the healthy development of the brand.

Philosophy: heartbeat, romance and animation

In the early years, he went to law to pursue his career, the romance of Seine River, the leisure of Bordeaux, the encounter of Le Louvre Museum, the passion of Triumphal Arch, the magnificent of the Triumphal Arch, and the bustling of the busy street, bringing him many design inspirations, which made Sun Zhonghua keep in a state of excitement in his design, and his design style was natural and distinctive.

The costumes created by Sun Zhonghua are highly sought after by anime women through their distinctive heartbeat and highly infectious promotion methods.

The rebellious character made Sun Zhonghua adhere to the style of DESSIN ANIME for nearly 10 years. Until now, in order to find inspiration, Sun Zhonghua spent about 7 months in a year, spending more than ten countries a year.

He likes to walk on the streets of the city and feel the art of different regions.

Therefore, his works are still distinctive, full of heartbeat and romantic colors, while the public is also very clear about their works.

In the design, Sun Zhonghua will inject a strong and even strong personal aesthetic preference into every season's design, from an unsymmetrical coat of repair to a small jacket full of anime plate type; a large embroidery from a woman's dress to the stitching of a wire in the dress to allow the wearer to wear the DIY.

His clothes can always introduce the current fashion of animation into the production of ancient clothing, thus forming Oriental fashion acceptable to Oriental people.

The philosophy of "nonlinear thinking" and "counter cyclical" make his creativity untaboo.

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Sun Zhonghua believes that the characteristics of DESSIN ANIME brand are heartbeat and romantic. "Anime" these 2 words, very good interpretation of the DESSIN ANIME heartbeat, romantic brand concept.

When designing, Sun Zhonghua's inspiration seems to be everywhere.

Once, when he went to the Starbucks coffee shop, he saw that the colors of the small decorative paintings with the color of coffee and milk white matched on the wall were very harmonious. He immediately realized that such a collocation would become the tone of the new clothing series.

Many of the costumes of DESSIN ANIME come from Sun Zhonghua's inspiration: its pattern may come from a wrapping paper, a kitchen utensils, or anything else, but they are not inspired by beauty but inspired by beauty.

The lifestyle of "heartbeat, romance and animation" is the brand concept of "DESSIN ANIME". Based on this, the company has been using the most fashionable cotton, linen, silk and wool fabrics to deduce the design theme of "return to anime".

He positioned his consumer group as a city anime woman aged 25~45 years old, designing and developing based on the lifestyle of this group.

In addition, Sun Zhonghua also stressed the casual collocation between clothing items, providing professional services for consumer groups.

Collocation also leaves room for them to recreate.

In addition to the infectious design concept of "heartbeat, romance, animation", Sun Zhonghua is also known for his more dynamic fashion show.

Studios, studios, bars, castles, squares, and banquet halls of five star hotels will be the venue for his press conference. Without exception, he will repackage them, which will cost millions of dollars at the expense of dozens of minutes.

Sun Zhonghua insists that fashion design is a career that takes care of the soul and dreams, and makes dreams come true. Even if it is only for a short time, it can remain in the heart of the dreamers for a long time. This is worth it.