The costume designer An Ran said that he wanted to use a sweater to cherish the memory of the friendship that was drifting away.
Three days passed without inspiration. That morning, An Ran watched the American TV show, holding coffee made in a tea mug, and suddenly muttered to herself: "Walk further and further, from the deeper and the shallower to the lighter, then make a gradual hat rope? Hang down. The rope of the hat is like the life track of two people, drifting away, each has its own way..."
This is the clothing design story written by Taobao shop "patriots" in the most inconspicuous corner of the gradient sweater. The "Patriots" shop has more than 30 latest products, and the story of each product is tough and poetic.
This is a life story with one song and three sighs
"This is a weird shop. New fans come to see the clothes, and old fans are here to rub stories."
Those who have bought "Patriots" clothing may see that the words above are printed on the packaging seals of every piece of clothing delivered by express.
This is true. Anran found that in order to gain a foothold on Taobao, personalization, differentiation, and layering are indispensable. From selling the first piece of clothing, Anran began to give each piece of clothing a dream story.
"'Patriots' should be like folk songs, to resonate with everyone, the singers are whispering their stories, and the listeners are already in tears. I decided to record the original story behind the design, this story Not necessarily cool, but it can touch your heart in a certain link."
"Each piece of clothing has a unique number, and some clothing comes with a QR code. You can see the story behind the clothing by scanning it with your mobile phone." In Anran's view, each design has its own Personality and individuality, the story behind the clothes is the embodiment of the personality that really touches people's hearts, expressing one's attitude through clothes, repositioning the trend concept, the spirituality of clothes is the brand value.
Many customers gradually discovered the feelings of life hidden behind the clothes of the "patriots" shop. The touching description of the details touched the busy souls one by one. Everyone saw themselves on the clothes and also saw the unique charm of the story itself.
The reporter saw the words "a body capable of rising the moon must bear countless sunsets" written on the cuffs of a T-shirt rolled up, outlining people's hard work and tenacity.
And one shirt was named "Unknown Sadness" by Enron. The reason was that he saw on TV a young man struggling in the city crying in the street because of a trivial matter, and he collapsed in an instant. He decided to make a fuss in his shirt pocket. The inside of the pocket was filled with all kinds of life insights in the form of barrage-"What is it like to eat hot pot alone? Give me a hot cry." "Don't cry. , Let's go home." "Don't worry, I'm fine." "It's time to pay the rent again." The description of the details triggered the resonance of users. Many people in the buyer comment area said that the story has connotations and concepts. Especially good, the details are warm.
Since March of this year, the number of visits to "Patriots" shops has increased significantly, and orders have also been on the rise.
An episode strengthened Enron's belief in telling the life story behind the costume design. A customer made a return request after receiving the clothes. An Ran was a little bit disappointed at the time, but he still sent the return address to the other party. Later, when the doorbell rang, a takeaway boy came. It turned out that the customer didn't really want to return the goods, but used the reason of returning the goods to get to the detailed address of Enron, and asked the takeaway brother to deliver the takeaway to him and his friends.
Such "accidents" made An Ran feel that telling the story of "patriots" is a particularly meaningful thing.
This is an intermittent dream of struggle for 12 years
On December 13, he walked into Enron's entrepreneurial office near Hualong Road, Jinan. He had just been fighting for three consecutive days to finish this year's "Double 12". Born in 1992, he is young, fashionable, and talkative, with no signs of fatigue on his face.
"This year's'Double 11' and'Double 12', we received a total of 1,314 orders, revenue of more than 100,000 yuan." An Ran smiled and said, "This result is very good. We are not compared with others, we and ourselves Compared to last year’s Double 11, it was a terrible one. We only had a turnover of 400 yuan, that is to say, we only sold two orders. Now? The daily order volume is stable at around 50 orders, which is changing from volume to volume. At the rising period of qualitative change, I am very confident in the future."
Speaking of his fate with Taobao, An Ran said that this was a dream that lasted for 12 years. This dream also prompted him to abandon the "iron rice bowl" of large state-owned enterprises and live a thrilling entrepreneurial life today.
"I came into contact with Taobao, it can be said that it started in 2008. That year, I was in the first year of high school." An Ran told reporters that in 2008, he heard that Taobao's products are varied and varied, and became a loyal user. "I am not only on Taobao. He also helps parents to buy things online.” In the process of online shopping, he gradually came into contact with some of the operation methods of e-commerce.
Later, Anran was admitted to North China Electric Power University with a score of more than 60 points in the college entrance examination. He found in college that many classmates like very fashionable clothing, and some new products of fashion brands are often sold overseas as soon as possible.
"I happen to have a good friend studying in the United States. He has the idea of doing daigou. We hit it off and decided to open a store on Taobao together. He is responsible for the supply and I am responsible for daily sales, operation and promotion." As an emerging product at the time, overseas daigou With its novel styles and product fidelity advantages, it blooms all over the country.
Thinking of the wonderful life in college, An Ran is very grateful that this experience allowed him to earn the "first pot of gold" in his life. "Since my sophomore year, I basically didn't ask my family for living expenses."
After graduating from university in 2015, Enron successfully entered a state-owned enterprise in the power industry under the expectation of his parents, and has raised the "iron rice bowl" in the eyes of many people.
"Looking at the masters around me, I seem to see what I look like 30 years later. Is this kind of life that I can see at a glance what I have been pursuing?" An Ran said, and the calm, step-by-step day makes He was very scared, and the "Taobao Dream" that had always existed in his heart surged again.
In the early days of Anran University, a senior who was doing Taobao clothing business in Ningbo once visited his shop and bought a piece of clothing. The two became close friends as soon as they came and went.
"He is very good in the industry. It only took one year to make his shop a top 200 in the menswear category. The successful entrepreneurial experience of his predecessors strengthened my idea of reopening a Taobao store." An Ran said, he also had I went to Ningbo many times to ask seniors for advice, and seniors repeatedly lobbied him to resign and start a business to pursue his dreams.
Of course the parents are against it. If you want to persuade them, you will have to work hard. "My mother agreed first, and my dad finally asked me to leave my job without pay for one year, and then go back to work if the business fails. This is his biggest concession."
In 2018, Enron went through the formalities of leave without pay, like a bird flying to the woods that he has been yearning for.
"The decisions I make are all serious thoughts. In fact, I know from the first day I left that I will never look back."
This is a painful entrepreneurial period with twists and turns
Ideal is full, the reality is very skinny.
"When I left my job without pay, I didn't even think about the name of the shop." However, An Ran's ambition is not small. He wants to choose a trademark for his clothing that will be "hot" in the future.
Anran decided to ask the Internet for help, so he opened the trademark website to search for content related to the trend and culture. In a sea of trademark words, "patriots" were printed in his eyes.
"Among the cookie-cutter trademarks, this trademark looks so different. Okay, that's it." The original price was 20,000 yuan, but when they sat down to trade, the other party actually sat on the floor and raised the price instead of 80,000 yuan. It was pleasing to the eye, other trademarks could not enter Enron's eyes. He gritted his teeth and transferred 80,000 yuan to the other party.
There are trademarks and store names, but what about the style of the product? An Ran explored the situation for about a year while studying the scriptures. He studied in garment manufacturing factories in Weihai, Ningbo and other places. From fabric selection to processing into finished products, to online sales, he has visited no less than 60 service companies.
In the second half of 2019, Enron's "Patriots" store was officially launched on Taobao. Unexpectedly, when it went online, it was a hit.
"Not a single order in half a month has become a commonplace meal, and the daily page views are even more terrible." During the low ebb, Enron found some inspiration on the technology product platform provided by Taobao. After analysis, he found that he has a big loophole in his visual marketing strategy: both the page layout and the effect of photos taken are very different from those of star-rated online stores; the online store does not have eye-catching marketing points. The qualitative phenomenon is more prominent.
"I judge from the information on the backstage of Taobao merchants that whether consumers buy or not has a lot to do with their visual experience. The quality of the product can be reflected in the photos and page layout, and the poorly done product pictures are basically Can’t attract people. So, I immediately removed all the original content and replaced it with a new visual version."
As Anran slowly found the trick, the epidemic came. "There is a good KF94 mask in Korea. A friend who I entrusted to study in Korea bought four boxes and mailed them to me. I left half a box for my family, and the other three and a half boxes I want to give back to customers in Taobao stores." Anran said. At that time, the cost of the mask itself plus overseas mailing costs had reached 17.5 yuan.
"I sold it at the original price, without a penny of profit, and calculated that I had to post shipping and packaging fees. I was worried that someone would snap them up, and I asked each user to buy at most 10 masks." What he didn't expect was , This act of love can be described as "unintentionally inserting willows and willows", and the number of views of the online store has increased greatly. Many people have begun to pay attention to the love stories behind the "patriotic" stores.
This is one that turns countless ordinary into infinite legend
"DreamWorks"
"Shangxin fast, diversified and hierarchical are almost the advantages of the concentration of new fast fashion brands. These are also the three magic weapons that enter the hearts of young people." An Ran told reporters that he has been implementing this since the beginning of the store. One idea.
"New style fast, which requires us to design more and make faster. On the one hand, Taobao will match us up and let a particularly famous painter help us design new styles; on the other hand, we can also find Alibaba The Rhino factory under its subsidiary can produce samples within 7 days and deliver them within 20 days."
An Ran told reporters that Taobao has built the iFashion brand concept as a whole. Small and medium businesses like them who are creative but lack scale and resources are more likely to be "seen" by consumers.
Today, the shop of "Patriots" has gathered 7 "Taobao people" and a docile puppy. They appear on the shopping bags packed by express delivery: a stubborn craftsman who talks little, a stubborn old man in charge of making clothes Lao Mao; An Ran, a designer who has written a good copy but is often uninspired; Zhang Wuji, who has endless spooky ideas and survives on creativity and Coke; a gentle girl who loves photography, and the attention to detail is often admiring bamboo; refuses the same thing , The full-featured Kuguan 32 chord; the rigorous and intellectual financial lady sister Yu; the logistics player who has been wandering around, the handwritten little card with the number one cherry blossoms; the three who catch who licks whom, sleep at work, and wander off work Jin evil dog haha.
An Ran is like a "novelist", leading this very "7+1" entrepreneurial team. The stories told are not publicity, but are hidden in the corners of each garment in a low-key manner, rising and falling among the crowds. . But An Ran is convinced that as long as you have ideas and ideas, you can definitely go out.
At the bottom of the latest costume of "Patriots", a poem by Su Shi was written very inconspicuously: "The boat has passed away, Jiang Hai will send the rest of his life."
In the entrepreneurial rivers and seas, there are always some small boats that make tides, let us give birth to "the small boat will sail from now on, and the river will be excited for the rest of our life".
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