Edison Chan Is Bringing His CLOT To Tmall To Open Flagship Store.

Ray still remembers clearly that he saw a name in the trend magazine ten years ago.

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The release of a new pair of shoes has caused the overnight queuing of the whole town.

The founder of this brand is what Edison Chan Edison Chen wears.

Unexpectedly, ten years later, this scene crossed the line.

In July 15th, Edison Chan was stationed with his CLOT.

Set up flagship store.

Willfully

People are used to seeing Edison Chan's lace news in Bagua entertainment magazines.

But perhaps some people know that the gossip's male artist is actually a successful businessman.

Although his father gave him 2 million 500 thousand Hong Kong dollars as a start-up fund, he immediately poured cold water on it: "you should use this money to buy a house, not to open a shop, because it will fail."

This decision, even Edison Chan himself had never thought of success.

In the same year, they opened their first JUICE boutique in Tongluowan, Hongkong.

This store sells mainly cutting-edge products from all over the world.

Second years, with its own product line, began to launch the same name brand CLOT clothing, and often cooperating with international brands to launch innovative products, such as Disney (DISNEY), COCA-COLA and SCION.

For more than 10 years, the business of CLOT is getting bigger and bigger. Not only does it have a new brand of CLOT, but also has 7 CLOT stores in several important Asian cities, such as Shanghai, Beijing and Kuala Lumpur.

At the same time, the company's business has been expanding. Besides music, fashion and design, CLOT also participates in some public relations consultancy activities and planning activities.

Obviously, today's CLOT has evolved from a trend brand to a diversified business group.

Edison Chan once sighed, "after that incident, if it weren't for this company, it would be finished."

He said he was lucky. He started off with interest, and his business is really good.

As early as a few years ago, the group's annual revenue has reached 20 million yuan.

Its core business, CLOT and JUICE fashion stores, accounted for nearly half of its revenue.

After several years of development, Edison Chan disclosed in his own documentary, "within reach", which was launched in November last year, "now we have an annual turnover of US $10 million".

Celebrity effect drives sales?

Reporters learned that the Tmall CLOT has launched 28 exclusive exclusive series, designed by Edison Chan personally.

"These clothes can't be bought online."

CLOT responsible person said that Tmall is the only authorized e-commerce platform for CLOT in addition to its official website in China.

As a fan, Ray had bought something on the official website of CLOT, but he said that the experience was so common that in the early years, even the Chinese language was not available, and the freight cost was very high, and the goods on the top were not as good as offline stores.

"Now that we have Tmall official flagship store, we can happily buy a limited edition later."

"Brand personality is an extremely valuable asset for Chao brand, so shops are very cautious.

Tmall has the user base, brand growth environment and a large number of needs. After a great deal of tide card performance is amazing, CLOT does not want to miss the tuyere.

Liu Xiuyun, general manager of Tmall fashion, believes that the Tmall brand self run mode enables CLOT to control its brand personality to meet the consumption needs of the existing fans while expanding its potential new fans to fully release the influence of the trend culture.

Moreover, according to the big data such as the geographical distribution of consumers on Tmall platform, it can guide the future location of CLOT online.

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Wang Xuzhang, a fashion industry observer, has written columns for many fashion magazines and has been paying close attention to Chao brand culture.

"You can't make a crosswise contrast between these brands and the clothing brands of the public.

The audience of the former is relatively small and relatively fixed.

He told reporters that these brands are usually not cheap, but they never worry about selling them.

"One usually only does a very small number, and it is out of print after sale.

Fans are queuing up to catch up. "

He once saw a new scene in the CLOT deadline store in Losangeles, the United States. "The boss (Edison Chan) went to the store in person that day, and the doorway was lined up by the schoolchildren, and a $500 T-shirt was not soft.

The 20 year old girl called him "the God of men".

Wang Xuzhang believes that a lot of tide cards first came out because of their star effect, but to survive in many of their peers or even to achieve the forefront is to rely on brand entrepreneurs' business ability.

"CLOT did that."

People around it, such as partners, rated Edison Chan as a "smart businessman."

He ran to the United States to talk about cooperation with suppliers. He seemed confident, retailers, celebrities, designers and resources. "I have both."

He said.

So cooperation between the two sides hit the nail on the head.

"Am I? Everyone else says so.

Maybe. "

He gave a symbolic smile to the camera.