Once compromised with the market and returned to the classic wild style of clothing, today's Xiaojin wardrobe is no longer an issue for their own positioning.
"If you are a female reader, when you buy clothes, you will look at red dresses or clothes covered with sequins and rhinestones. After you have not bought temptations, you will not wear them for several times." Jin Liangxiu, the founder of Xiaojin Wardrobe, explained her views directly to the reporter of “Entrepreneurshipâ€. The small gold wardrobe to promote simple and natural is the most beautiful, Jin Liangxiu is more willing to provide people with classic wild fashion work.
After graduating from the accountancy department of Peking University, the Korean girl Jin Liangxiu entered the South Korean SBS television company in Beijing. Since the clothes worn in the Korean work are strictly divided, the Koreans wear formal suits to work. Jin Liangxiu’s winter is all about stockings and high heels. Dressed up, the people around him looked at her strangely.
In particular, he worked at the Bank of China Branch of the Bank of China in the company's office. Cheng Tian had more dealings with the company’s senior or presidential level and was more casual. Jin Liangxiu is often worried about not getting the right clothes. When it comes to formal wear, Chinese women's impressions appear to be black suits. They are casual wear. It is unimaginable to wear casual clothes to work in Korea. Choosing suitable and well-styled clothes seems to be the only big one that can be satisfied, and one who can't afford it is not that desirable.
Jin Liangxiu basically flew back to Korea every Friday and went home to buy clothes. Colleagues and friends asked her to bring her clothes back, and her selection of her was highly praised. Jin Liangxiu, who loves fashion, decided to start a business. In 2007, her first store was opened at the Jianwai SOHO store. Since everyone liked to call her Xiaojin, she named the Xiaojin wardrobe. At the time, she was still working at the SBS TV Beijing company. During the lunch break, she went downstairs and built a roundabout around Jianwai SOHO. The building was built with a ten-square-meter partition on the second floor inside the building. It was less than two hours after the signing of the lease contract. The purchase of decoration materials from Shilihe Building Materials Market to the completion of second-hand furniture renovation, plus the first purchase from South Korea, less than 30,000 yuan, the first clerk was Xiaojin doing nails, dug away a feel service Nice nail girl. On the first day of her business, she had more than two thousand dollars. When she was happy, she immediately went out to celebrate with her clerk.
About ten square meters of small gold wardrobe, all the basic models, white shirts, white cotton T-shirts, black suit pants, plain small suits. The young girl's clothes are mainly fashion and color to win, while the Xiaojin wardrobe is more concerned with providing customers with tailored clothes, which can better highlight the customer's body. 80% of the clothes in the small gold wardrobe are M or S numbers, and more than half of the clothes are M numbers. "Women tend to buy small clothes and have a better body." This is Xiaojin's personal business skills. Small gold wardrobe clothes can be worn after washing, and a simple basic mix of casual is a star equipment. Therefore, the repeat passengers will rise straight.
Soon the owner of the shopping mall quit. The small 10-square-meter Xiaojin closet almost diverted all the women's customers in the mall. The Xiaojin wardrobe moved due to a hot business.
"Your clothes are too formal. Can't wear them!" "Why doesn't your family have red or yellow clothes? Is this season very popular?" "Is there any lace clothes? Why are your clothes so dark?" When you shop, not all people accept the clothes of Xiaojin wardrobe. Later, when someone asked if there was a bigger dress, the straight-tempered Xiao Jin directly let her lose weight.
When this kind of argument is more numerous, Xiaojin has started to shake. After all, the customers are almost all Chinese, and the Chinese people are expected to understand formal wear as overalls. In fact, formal wear can be very simple and classic. Through different collocation methods are different temperaments. However, China does not have the habit of dressing in such a job and the distinction is not obvious. Should we consider the actual situation in China?
So she began to enter some number L, bright clothes, dejected Xiaojin decided to kill or not into the lace clothes, "I really can not imagine Jianwai SOHO foreign employees, CBD's PR dressed in lace clothes to go to work. "Little Phnom Penh smiled and described. However, when the inventory was cleared at the end of the month, it was found that the last remaining garment instead of the L size was bright clothes. Xiaojin thinks this is a signal: The positioning of Xiaojin’s wardrobe has already been affirmed, and it should stick to its formal and versatile positioning instead of following the market. Chasing popular running, but will let Xiaojin wardrobe personality lost.
Since then, she has been more obedient to her own aesthetics. The goods on her clothes are definitely not considered light pink and lace series of clothing. She does not wear round-toe shoes and heel shoes, and all shoes are fine-heeled shoes. Clothes can not be worn too exaggerated. Reject all bad fabrics. High-waisted shirts, slender black suits, chic hats, and stiletto heels are the best-selling products in the Xiaojin wardrobe. After buying the formerly discerning customer, after wearing the clothes of the Xiaojin wardrobe, he became a loyal customer of the Xiaojin wardrobe.
Xiao Jin has studied the average age of customers, ranging from 25 to 40 years old, with core customers ranging from 29 to 35 years old. Most of them work in foreign companies, media, and banks. These consumers have acquired some social status and have spending power. The Xiaojin Wardrobe most understands the everyday dress habits of these white-collar women. Her customers gradually expanded from white-collar workers in the Jianwai SOHO office building to gradually expand to the host of the TV station, employees of PR and CBD foreign companies in the CBD business district. Since opening the store in 2007 so far, more and more old customers in four to five years.
Why Xiaojin closet does not sell packages, because the consumers of the Xiaojin wardrobe are definitely brand-name bags. Xiao Jin believes that the clothing market is different, clothes often change, the Chinese fashion trend and fashion is still the core keyword. They can afford big clothes, but they are unlikely to buy too many big clothes.
In 2009, Xiaojin wardrobe was a key turning point. Xiaojin registered the women's brand Kim's Closet and pressed the weight of the business to the Kim's Closet women's brand. She quickly made a decision: Ending the time of opening a shop due to hobbies and interests, no longer doing a ticket-style business. One year later, she resigned from the bank's job and called to renew her friend who had worked for L'Oréal and began paving the way for Kim's Closet and long-term planning.
Kim's Closet is exploring such a road: The combination of professional wear and fashion can be completed with slim tailoring, concise styles and classic colors, providing high-quality, medium-price options for white-collar women with good aesthetics. In terms of pricing, the basic clothes are under one hundred pieces, Masa Maso some three or forty thousand furs, and Kim's Closet only four thousand dollars. Kim's Closet will always insist on providing classic wild clothes for the mid-priced market. Many old customers responded and wanted to buy a simple lady's white shirt. Most of the products on the market nowadays have a diamond inlaid with rhinestones. After strolling around the mall, they will basically be empty-handed. Kim's Closet's best-sales list, the basic model is always sitting there, often customers come and asked last year whether the white shirt is still there, or specifically for a few years ago a certain type of pants run a trip.
UNIQLO (Uniquku) is a promising company for Xiaojin. In Jin Liangxiu's view, UNIQLO is taking a simple and wild route. But the style is simple. However, his philosophy and Kim's Closet have a coincidence. Just one year after the Xiaojin Wardrobe, UNIQLO entered China. UNIQLO's operational capabilities and supply chain front-end and back-office management. This is a very bullish system.
In 2011, Xiaojin’s closet had five directly-operated stores, operating income doubled from last year, and Kim's Closet’s market was more subdivided, focusing on white-collar women.
"If you are a female reader, when you buy clothes, you will look at red dresses or clothes covered with sequins and rhinestones. After you have not bought temptations, you will not wear them for several times." Jin Liangxiu, the founder of Xiaojin Wardrobe, explained her views directly to the reporter of “Entrepreneurshipâ€. The small gold wardrobe to promote simple and natural is the most beautiful, Jin Liangxiu is more willing to provide people with classic wild fashion work.
After graduating from the accountancy department of Peking University, the Korean girl Jin Liangxiu entered the South Korean SBS television company in Beijing. Since the clothes worn in the Korean work are strictly divided, the Koreans wear formal suits to work. Jin Liangxiu’s winter is all about stockings and high heels. Dressed up, the people around him looked at her strangely.
In particular, he worked at the Bank of China Branch of the Bank of China in the company's office. Cheng Tian had more dealings with the company’s senior or presidential level and was more casual. Jin Liangxiu is often worried about not getting the right clothes. When it comes to formal wear, Chinese women's impressions appear to be black suits. They are casual wear. It is unimaginable to wear casual clothes to work in Korea. Choosing suitable and well-styled clothes seems to be the only big one that can be satisfied, and one who can't afford it is not that desirable.
Jin Liangxiu basically flew back to Korea every Friday and went home to buy clothes. Colleagues and friends asked her to bring her clothes back, and her selection of her was highly praised. Jin Liangxiu, who loves fashion, decided to start a business. In 2007, her first store was opened at the Jianwai SOHO store. Since everyone liked to call her Xiaojin, she named the Xiaojin wardrobe. At the time, she was still working at the SBS TV Beijing company. During the lunch break, she went downstairs and built a roundabout around Jianwai SOHO. The building was built with a ten-square-meter partition on the second floor inside the building. It was less than two hours after the signing of the lease contract. The purchase of decoration materials from Shilihe Building Materials Market to the completion of second-hand furniture renovation, plus the first purchase from South Korea, less than 30,000 yuan, the first clerk was Xiaojin doing nails, dug away a feel service Nice nail girl. On the first day of her business, she had more than two thousand dollars. When she was happy, she immediately went out to celebrate with her clerk.
About ten square meters of small gold wardrobe, all the basic models, white shirts, white cotton T-shirts, black suit pants, plain small suits. The young girl's clothes are mainly fashion and color to win, while the Xiaojin wardrobe is more concerned with providing customers with tailored clothes, which can better highlight the customer's body. 80% of the clothes in the small gold wardrobe are M or S numbers, and more than half of the clothes are M numbers. "Women tend to buy small clothes and have a better body." This is Xiaojin's personal business skills. Small gold wardrobe clothes can be worn after washing, and a simple basic mix of casual is a star equipment. Therefore, the repeat passengers will rise straight.
Soon the owner of the shopping mall quit. The small 10-square-meter Xiaojin closet almost diverted all the women's customers in the mall. The Xiaojin wardrobe moved due to a hot business.
"Your clothes are too formal. Can't wear them!" "Why doesn't your family have red or yellow clothes? Is this season very popular?" "Is there any lace clothes? Why are your clothes so dark?" When you shop, not all people accept the clothes of Xiaojin wardrobe. Later, when someone asked if there was a bigger dress, the straight-tempered Xiao Jin directly let her lose weight.
When this kind of argument is more numerous, Xiaojin has started to shake. After all, the customers are almost all Chinese, and the Chinese people are expected to understand formal wear as overalls. In fact, formal wear can be very simple and classic. Through different collocation methods are different temperaments. However, China does not have the habit of dressing in such a job and the distinction is not obvious. Should we consider the actual situation in China?
So she began to enter some number L, bright clothes, dejected Xiaojin decided to kill or not into the lace clothes, "I really can not imagine Jianwai SOHO foreign employees, CBD's PR dressed in lace clothes to go to work. "Little Phnom Penh smiled and described. However, when the inventory was cleared at the end of the month, it was found that the last remaining garment instead of the L size was bright clothes. Xiaojin thinks this is a signal: The positioning of Xiaojin’s wardrobe has already been affirmed, and it should stick to its formal and versatile positioning instead of following the market. Chasing popular running, but will let Xiaojin wardrobe personality lost.
Since then, she has been more obedient to her own aesthetics. The goods on her clothes are definitely not considered light pink and lace series of clothing. She does not wear round-toe shoes and heel shoes, and all shoes are fine-heeled shoes. Clothes can not be worn too exaggerated. Reject all bad fabrics. High-waisted shirts, slender black suits, chic hats, and stiletto heels are the best-selling products in the Xiaojin wardrobe. After buying the formerly discerning customer, after wearing the clothes of the Xiaojin wardrobe, he became a loyal customer of the Xiaojin wardrobe.
Xiao Jin has studied the average age of customers, ranging from 25 to 40 years old, with core customers ranging from 29 to 35 years old. Most of them work in foreign companies, media, and banks. These consumers have acquired some social status and have spending power. The Xiaojin Wardrobe most understands the everyday dress habits of these white-collar women. Her customers gradually expanded from white-collar workers in the Jianwai SOHO office building to gradually expand to the host of the TV station, employees of PR and CBD foreign companies in the CBD business district. Since opening the store in 2007 so far, more and more old customers in four to five years.
Why Xiaojin closet does not sell packages, because the consumers of the Xiaojin wardrobe are definitely brand-name bags. Xiao Jin believes that the clothing market is different, clothes often change, the Chinese fashion trend and fashion is still the core keyword. They can afford big clothes, but they are unlikely to buy too many big clothes.
In 2009, Xiaojin wardrobe was a key turning point. Xiaojin registered the women's brand Kim's Closet and pressed the weight of the business to the Kim's Closet women's brand. She quickly made a decision: Ending the time of opening a shop due to hobbies and interests, no longer doing a ticket-style business. One year later, she resigned from the bank's job and called to renew her friend who had worked for L'Oréal and began paving the way for Kim's Closet and long-term planning.
Kim's Closet is exploring such a road: The combination of professional wear and fashion can be completed with slim tailoring, concise styles and classic colors, providing high-quality, medium-price options for white-collar women with good aesthetics. In terms of pricing, the basic clothes are under one hundred pieces, Masa Maso some three or forty thousand furs, and Kim's Closet only four thousand dollars. Kim's Closet will always insist on providing classic wild clothes for the mid-priced market. Many old customers responded and wanted to buy a simple lady's white shirt. Most of the products on the market nowadays have a diamond inlaid with rhinestones. After strolling around the mall, they will basically be empty-handed. Kim's Closet's best-sales list, the basic model is always sitting there, often customers come and asked last year whether the white shirt is still there, or specifically for a few years ago a certain type of pants run a trip.
UNIQLO (Uniquku) is a promising company for Xiaojin. In Jin Liangxiu's view, UNIQLO is taking a simple and wild route. But the style is simple. However, his philosophy and Kim's Closet have a coincidence. Just one year after the Xiaojin Wardrobe, UNIQLO entered China. UNIQLO's operational capabilities and supply chain front-end and back-office management. This is a very bullish system.
In 2011, Xiaojin’s closet had five directly-operated stores, operating income doubled from last year, and Kim's Closet’s market was more subdivided, focusing on white-collar women.
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