Designer XIMONLEE Li Dongxing: I Have Been Pushing Myself To Learn Fast.

Fashion is truly "Esperanto". Wherever it goes, it can resonate. The fashion industry is one of China's largest "sunrise industries" and breeds endless opportunities for entrepreneurship, innovation and investment.

We have created a complete database of independent designers in China, and helped promote the dissemination of independent designer brands through special columns, and constantly launched in-depth research and analysis reports on the industry to help designers better understand the Chinese market, avoid risks and avoid detours.

It is a long cherished wish of every designer to establish a brand that can stand the test of time and leave its name in the fashion industry.

Although this road may be very difficult and long for independent designers, we are willing to accompany them all the time.

At this forum, four representative designers tell us about their history of creating brand and operating brand, and share the practice and thinking of brand in consumer insight, channels, supply chain and so on.

Li Dongxing graduated from Parsons School of Design, New York (School).

In 2015, he won the H&M Design Award (H&M Design Award) and became the first men's designer to win the H&M design award. She won the young designer Grand Prix in the same year.

In 2016, he founded his own brand XIMONLEE.

XIMONLEE's clothing has been recognized by the fashion industry for its excellent workmanship and unique innovative fabrics.

Starting from the University, Li Dongxing focused on fabric pformation and development. Its brand XIMONLEE has at least 20% of its fabrics in its own development every quarter. Most of these fabrics have been developed overseas, and have formed a stable cooperative relationship with a factory in Holland.

Li Dongxing described his company as "a studio that is exploring and developing its own aesthetic system".

"I hope that the brand will become a medium for me to express stories and spread values.

I feel that if a brand can infect customers through its own aesthetic system, the brand will win.

Because the recognition brand brings changes to life, consumers will be very loyal.

This spiritual thing can not be achieved only by selling goods cheap or selling large quantities. This is a long-term process.

At the end of my graduation, I did not make systematic planning, worked with many brands, and designed different kinds of commodities, such as the joint furniture launched by IKEA and Tesla. The works covered all walks of life, and the people infected were beyond my imagination.

These opportunities for cooperation are much earlier than I expected. I have been pushing myself to learn quickly.

It took me only 6 months to create products and sell them to 10 different stores.

At that time, I was everywhere kneeling for fabric, seeking factory delivery, learning how to fill in the declaration - the first year was really very difficult, and there were many things that I was confused about.

Up to now, I think XIMONLEE is still a studio that is exploring and developing its own aesthetic system.

My first group of consumers was the media and buyers themselves.

At that time, I did not know what the sales situation was, nor did I know how to make the price. I did it from showroom to the last documentary.

I hung up all my clothes and I didn't know what kind of people would appreciate my brand.

Later, I got the first order for a buyer. He not only bought my own clothes, but also recommended me to other Japanese buyers. I feel very lucky.

Because our brand is very small, the supply chain has been very unstable.

All my works are made of materials and textures, but developing in China requires a lot of weight. So I put special fabrics in overseas factories.

Because the development cost is too high, we must consider the import and export taxes and fees, so I choose to leave the rest of the products in China.

Everyone asked me why I haven't opened the cat shop yet. Why hasn't there been any online channel yet, and the buyer's shop has limited choice of goods?

But I don't think my team has the ability and time and energy.

For the current state, the opening of online channels is a bit too fast for us.

The unique positioning of XIMONLEE brand determines that we have no way to get users through the way of frying traffic. We are too young to see the brand compared with traditional brands.

Therefore, we can only attract our consumers through our own unique things that others can not match and have their own tunability.