Cracking launches high-end brand Lian Chan to rise to RMB 2,000

February 20 news, according to billion state power network understands that recently, the crackling group has added a new addition, launched a positioning as a high-end women's brand lotus Chan.

"Lian Chan is an upgraded version of the crack, followed by the design style of the crack." Tang Dafeng described the lotus Chan, Lin Chan more elegant than the crack, Chinese, the use of materials more advanced work, split style is more wild.

“There are some users who are escorting the growth of schizophrenics now have the demand for more advanced clothing. They hope that the split fabrics and workmanship will be more high-end, so they will launch a more high-end brand, and it’s important for me to have this. The needs of the parties.” Tang Dafeng revealed that users who do not care much about commodity prices and pursue higher quality currently account for 10% of the total number of users.

Lien Chan's price range is between 1,000 yuan and 2,000 yuan. Tang Dafeng said that Lien Chan may not be a brand that can bring a lot of sales, but this is a very meaningful exploration and experiment. Prior to this, there was no strong designer brand in this price range. With the development of e-commerce, e-commerce has been able to carry more high-end products and brands.

Lian Chan's launch was very low-key. In the first half of the brand operation, the Group did not deliberately promote the sales of Lian Chan, but paid more attention to whether the brand's own development was healthy and whether it was accepted by consumers. Tang Dafeng pointed out that each subsidiary brand launched by Rift was operated by an independent operating team. In the 2 to 3 months after the launch of the sub-brand, Rift Group will not invest a lot of resources in marketing and will not invest a large number of personnel.

"All the sub-brands of the fissure have a strong profitability, style and profit must be both." Tang Dafeng believes that fissure is not the fastest growing online brand, but it is the healthiest. The newly-launched sub-brands are all independently accountable and must be self-supporting within 2 to 3 months, and they will be recognized by users without promotion.

If Lien Chan has a good development, it does not rule out the establishment of a separate offline store, online display on various channels. At the beginning of creation, only the franchise store was established on the Tmall platform.

Currently, the cracks will launch a new sub-brand each year. Tang Dafeng referred to this as play, more concerned about his own interests, and did not pay too much attention to what kind of competitors. Tang Dafeng and Tang Xiaofeng currently focus on the products and designs of various brands. The two sisters are responsible for the products and design of the three sub-brands.

The online women's wear representatives, Inman, and Hibiscus have implemented multi-brand strategies in different ways. Cracking is more emphasis on the original brand with strong design style. Tang Dafeng said that he hopes that Hibiscus Group will become a platform for designers to practice more different designer-style online brands.