Famous line BEAUTY WOOL standing in the cashmere industry cloud

There are rare shops selling high-quality cashmere yarn as the main products for sales, coaching and weaving services.
There is almost no competition for 100% of the imported counterparts in the country of origin.

In terms of the public, knitting wool is no longer a tradition that has long since been abandoned, and it has returned to the fashion industry. For Pang Sihui, general manager of Shanghai Mingxinghang Trading Co., Ltd., knitting is no longer a leisure activity for women but a business. .

Established in August 2002, the name line is the branch of Hong Kong Everbright Hair Cold in the mainland region. It is the sole distributor of wool, plush products, silk wool and knitting tools for the top 10 brands in Japan and Europe. The difference between them is to return to the state of the family, and to reproduce the spectrum of disease (2).

Since the birth of the flagship store in Nanjing West Road in Shanghai in 2003, the name line has passed 10 years. Pang Sihui said that the famous line used 10 years to familiarize with and explore the Chinese market. Today, it is time for development to speed up development.

Hong Kong female entrepreneurs on the beach

Pang Sihui from Hong Kong has a good temperament. Her mother Pang Tai has had nearly 30 years of experience in wool wholesale business. The Ponzi Group's brand yarn accounts for almost half of Hong Kong's territory. She established a famous line in Shanghai and is also considered a female parent.

"Probably influenced by my mother, I was particularly interested in colorful yarns when I was a child. When I was a child, I went to play in my mother's shop. I always picked up a few groups of favorite yarns and took them home, clamoring for my mother to teach me to play with wool. But when it was too small, my mother worried about the needle and hurt me. I didn't promise. I secretly learned from my sister in the store. The first piece was a scarf. I gave it to my mother as a birthday gift. Very moved.” Pang Sihui recalled.

The dual role of family influence and hobbies made Pang Sihui return to Hong Kong to help her brother manage business once he completed his MBA education at the University of Melbourne, Australia. "My profession is international trade, but after doing business and managing businesses, they need more practical experience. After two years of studying, I have followed my elder brother and learned a lot of practical skills. This is also a basis for me to start my own business."

The first choice for her independent entrepreneurship is the wool industry. "It's entirely because you like and are familiar with the industry, but I don't want to go along with my mother's old ways. I want to take my own path."

For a period of time, she was constantly researching and enriching her career. “First, I reviewed the information I had previously compiled about the wool industry, and later I went to some European wool experts to consult. I am more and more aware that the development of the wool industry in Hong Kong will not be very big. On the contrary, the Mainland is a huge potential. Market.” She found that mainlanders like pure wool and cashmere products, but there are only major roads on the market and they lack imported high-quality products. And from the wool of the material, color, style, technology or degree of integration with fashion, with the European brand name there is a big gap.

Pang Sihui decided to establish a self-made portal in Shanghai and take the fashion line of famous lines, famous brands, famous shops and famous streets, and grafted DIY's business style onto the wool. She believes that although China has a lot of wool manufacturers, but the import of wool business is still a blank, the market needs to make up for the shortages, coupled with the smooth supply of family industries, coupled with Shanghai people accept international popular things quickly, urban women are increasingly demanding personalized dress code The higher she is, she believes there is a lot to do.

In this way, Pang Sihui's beauty line Beautywool opened. In the beginning, it only sold wool, and later gradually contracted and processed, and then made clothing sales. The name line was developed step by step according to market demand, and brand positioning became clearer and clearer.

Ten years later, at the end of 2013, Pang Sihui told reporters after reading a book woven from the latest in Europe. “I always wanted to turn weaving into a new fashion that young people in Shanghai like. It seems to be effective. Not only to make money, but also to bring good wool and a good sweater to the mainland."

Business model subverts tradition

Pang Sihui positioned the line as "the first store to distribute high-grade imported wool."

The top ten branded yarns, plush products and silk wool products managed by famous lines such as Italy, Spain, France, Germany, etc., make the customers who enter the store for the first time love it. Thick, slender, smooth, rough, monochromatic, granular, transparent... each has its own purpose and beauty. A variety of synthetic raw materials, some bright and dazzling, and even issued a metallic luster; others are ancient and calm, bring out the quiet elegance. The styling of wool, the diversity of combinations, and the combination of fine lines and granules give new ideas to the concept of wool, allowing people who are pursuing their own personalities and who like to do it themselves to be full of imagination.

Initially, she personally took care of the shopfront to meet customers and introduced the dazzling array of imported wool.

The shop continues to attract new customers. Pang Sihui knows: The wool is dead, but how to use it is alive. Therefore, in addition to high-quality imported wool, styles that follow the trend of the international market are also the key to attracting customers. To this end, in addition to making full use of the latest information that the family Pang Group has returned to Europe every year, she also often goes abroad to see shows or participate in new product launches for overseas wool merchants in order to keep abreast of fashion trends.

Wearing a sweater in summer is a brand new experience that brings you to the beach. Sweaters are no longer just synonymous with warmth. There are less than four hundred or five varieties of first-class brand yarns such as Katia, Cervinia, On Line, Mondia, and Lana Liza in the store. The number of summer products exceeds 50. Ribbons, silk, cotton, artificial wool, rayon, nylon and many other materials, after hundreds of quality verification, breathability, sweat absorption, comfort, are ideal for summer wear, 38 degrees sun wearing hand-woven yarn Small vests become fashionable.

Pang Sihui also creatively introduced DIY into the sale of wool, which formed a unique business model for the name line.

The wide variety of styles and fine quality imported wool are not the only signs of the name line. Today, market competition, the most able to impress consumers, Pang Sihui believes that a comfortable and comfortable lifestyle and attitude.

In the name line, the direct sale of wool was repeatedly diluted and replaced by a more humane and participatory open shop. Feel free to find a location where ingenious customers pick out their favorite wool to sew a scarf and weave a mood. After a day's weaving is finished, the store is responsible for free hosting, waiting for you to finish it again; The in-store teachers will be free to teach with patience. Color matching and pattern selection can help you make suggestions. The store provides the latest weaving books, various knitting tools and accessories such as zipper buttons. The customer thinks that they did not expect it.

If customers feel trouble or have no confidence in their own technology, they can also entrust their teachers to work on it. They can all be senior teachers with middle-level and senior-level knitting qualifications.

The emergence of the name line quickly attracted a large number of wealthy and leisurely middle-aged women. They are weaving and relaxing, enjoying themselves. The bustling shop not only attracted many women, but even attracted the boy to pick up the needlework and spangled a beautiful scarf for his girlfriend.

Every customer who comes to weaves behind has a warm and touching story. Pang Sihui also felt their happiness and happiness. Everyone became good friends. There are more and more repeat customers in the store, with a ratio of 80%.

Some regular customers watch the clerk busy and take the initiative to introduce new products to the new customers. They talk about their knitting fun and encourage newcomers to join. Whenever it is near the festival, there is a storm in the school's high school, and nearly 100 square meters of stores are overcrowded.

Quality and service flexibility

The English name of the name line is Beautywool. It is designed to introduce the modern concept of hand-knitted yarns, while promoting the concept of ultra-luxury high-quality cashmere and small-wool yarns as a brand image and establishing a luxury brand concept.

In response to high-end customers' demands for luxury, high quality, and exquisite design, the name line starts with raw materials and deeply seeks high-end high-end quality materials, from the abandonment of wool upgrading to small wool, silk wool, to the introduction of cashmere “soft gold” from From the constant renovation of cotton materials to silk fabrics, to the application of high-end technologies such as bamboo fiber, we have continued to explore the essence of extractive products.

Pang Sihui's pursuit of product quality can be described as serious, rigorous, and spare no effort. “Every piece of clothing is unique. We have requirements for the weaving density of sweaters. It takes about 10 to 20 days to weave a piece of clothing. The whole process is full of creativity, effort and energy.” The reporter saw the products of the famous line. , exquisite workmanship, texture is indeed superior.

The wools sold in the shop were all imported from Europe by Pang Sihui personally. The name line has a special style designer, at any time with the introduction of new fashion elements, the cycle is getting shorter and shorter, updated faster and faster, every quarter will have new products every month.

The name line is the first to provide post-sale tracking service in the industry, aiming to establish a clear and strong brand image. This is part of Pang Sihui’s business philosophy. Each of her stores sells both wool and ready-to-wear, both for knitting and for processing. Customers can enjoy high-quality services such as telephone hotline consultation, free technical guidance, garment style proofing, and commissioned processing. The characteristic of buying and teaching services is that Pang Sihui borrowed from Japan.

The tailored weaving of the name line is reflected in the meticulousness of the size requirements and flexibility of the application, such as adding a few centimeters to the back of the humpback type and increasing the size of the front of the belly. In order to make customers feel fit and decent, "The more physical you are, the more serious we treat them. The easier they are to be repeat customers, and the better the word of mouth is spread." They carefully preserve the customer's size information, and the customers There is a demand, the phone can be commissioned.

Consumers can not only change their name line according to the change of hobbies within a specified period of time. What is more important is that consumers purchase the yarn no matter where the branch is located. If they encounter technical difficulties, they can call us at any time, or even take the line. Let professional knitting teachers guide and solve technical problems. The teacher will explain the instructions to you over and over again. You can also start, finish, crochet, and stitch for you for free. If the consumer commissions the processing, the nameline will have a rigorous weaving technical director to check for the consumer, and the size and pattern will be slightly biased and will be returned to re-weaving.

In Pang Sihui's words, what kind of people come in, we all want to do his business. You want to learn how to weave, we teach you; there is no time to weave, we help you to weave; you are young, we help you pick some cheaper wool to play scarves; you are a man, want to send a lover what style I help You process; come pregnant, we can help her play baby clothes, and even custom rugs, cushions and so on.

It is precisely because of this that the nameline business is very hot. In order to complete the order on time, they found a lot of outsourced weavers, mostly women between 40-60. Most of them have a basis for weaving, or retire or lay off, and livelihoods to subsidize homes.

Product rich and personalized

The famous line of wool products imported from 100% origin, high-quality, rich patterns, fashion, personalized, it is worth mentioning.

In addition to the traditional hand-made yarn, the name line is limited-edition and limited-selling. There are many valuable yarn varieties that the industry calls "fiber diamonds" and "soft gold", such as Cashmere, Alpaca, Merino and Silk Mohair. Small wool, cashmere, alpaca, mohair, and rabbit hair are all rare and rare textile materials. They are soft, light, elastic, fluffy, breathable and warm. They are other wool and artificial fibers. Products can not be compared, wearing a very comfortable and warm close, and has a good perspiration and anti-odor effect.

In addition, there are a lot of special lines to order quality products for special groups. For example, Paloma, a baby line specially made for Baby's tender skin, is treated with a special process. This fiber may cause baby allergies if it abandons ordinary yarns. Shortcomings.

Some trendy lines are acceptable to young people and are not expensive. A cashmere with a high positioning is required to have more than two hundred pieces of cashmere. If a piece of clothing is to be played, then 15 to 20 groups are equal to three or four thousand dollars. Something like this is only for those who come to the shop looking for something good. In fact, imported wool is also very cheap, but the quality is also very good, such as 100% wool, camel hair or rabbit hair, washing is not easy to fade is not easy to shrink, the color is very full, other places can not buy.

“At present, domestic imported wool is emerging in an endless stream, but we are also ensuring that 100% of the country’s products are imported. At the same time, we pay more attention to the source of raw materials for our products, such as: Cashmere. The raw materials of our factory only select goat's neck and abdomen; Merino, Italy Manufacturers only import raw wool from Australia; Mohair, in particular, adds silk fiber, has a special fluffy feel, is soft to the touch, and is very comfortable, warm, and breathable.”

The clothing line of the famous line also began to go abroad to participate in the fashion exhibitions such as Italy. It is very popular, and many foreign companies want to act as agents, but Pang Sihui is calm: our production capacity is currently preferred to meet the domestic market.

She said, flexible design is the advantage of the name line, big clothes you think the button into a more generous white, but you can not change, you can only buy it and then accept it. Our sweater, because each piece is hand-made, you choose your favorite style, you can add your own ideas in a certain part. In addition, the design of the big brands looks good, but the raw materials are not necessarily good. They are usually expensive in the brand, not the material cost. Many of our hand-made wool manufacturers are the same as the big brands. Raw materials are 100% genuine.

Prepare for accelerated expansion

In 2003, the famous line flagship store was born in Nanjing West Road, Shanghai.

After a good business situation was gradually stabilized, Pang Sihui successively opened two direct-operated stores in Nanjing West Road and Longzhimeng Shopping Center in Shanghai and played the banner of franchising. The fixed consumer group gradually became huge. Pang Sihui set up a membership system in time, and new information such as new goods in the store informed the members at the first time.

“We do not do unrealistic publicity and encouragement, nor do we blindly develop new markets. To join every chain store in the ranks of the ranks, we have done an in-depth and detailed introduction to the market status and prospects, and guided them to investigate and analyze.”

Gradually, word-of-mouth, media feedback, famous franchise stores expanded to nearly 30, across Beijing, Zhengzhou, Wuxi, Suzhou, Hangzhou, Xinjiang and other places, each city 1-2 franchise.

After identifying the strategy for accelerating expansion, Mingxian began looking for factories around 2013 to prepare for the expansion of production capacity. Pang Sihui said, “We chose to send people to the factory for training. It will take at least half a year before we can meet production requirements. The weaving process is complex and cannot be fast. We are very demanding and we cannot see the traces of weaving and the workmanship is very delicate. It's not that we can do our products with foreign trade processing."

At present, several factories have passed the training, and the famous line has completed the expansion of processing capacity. In order to solve the problem of standardization of hand-knitted products, they plan to open a training factory in 2014 to specifically address product quality assurance issues. The sales team is also well-prepared, such as upgrading the system, opening WeChat, on-line Taobao flagship store, etc., processing and sales department to open the entire chain, all over the distribution channels smooth.

In 2014, the famous line will open two more direct-operated stores in Shanghai, focusing on the development of franchised stores in the national market. Pang Sihui said, "We don't require franchisees to have been in the apparel business and do business with it."

A Shanghai-based consultant who evaluated the franchise project said that the current market is dominated by high-end cashmere as the main product for sales, coaching, and vending services. Peer competition is rare, but the name line has many brands and good quality. The advantages of the full range of products, this is the current domestic imports of wool can not match any of the companies, so it is suitable for investors with sufficient funds, fashion sensitive shot.

Whether the franchise can succeed, in addition to the product base provided by the name line, the ability of the franchisee himself is also crucial. Therefore, Pang Sihui holds regular fashion shows and ordering meetings every year. He also takes the opportunity to train franchisees to keep abreast of international fashion trends. At the same time, it fully answers customer's difficult questions about weaving. In addition, she often sent people to visit franchisees to conduct technical guidance at the scene.

Pang Sihui said that I like to step by step, I know my own ability, do not do anything uncertain. In 2014, while focusing on the development of new markets, Mingxian also focused on the integration and transformation of the brand. While insisting on the principle of 100% origin of imports on the famous line, it will complete the upgrading of the brand of famous brands and launch the Beautywool line. & Co clothing brands, from product to image will have a higher and newer and better change.

The industry believes that the brand's texture is determined by the franchise's operating level and profitability. Whether it can guide franchisees from site selection to management to marketing is a big test for the chain headquarters. The product line of the famous line is very good, but the new problems brought about by the expansion must be well-intentioned. Source (China Chain Magazine)