Interview

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Hello, Meimei. The signal is not good here. Can you speak in English? Yes, I can.

Okay, thank you. Okay, thank you. Can you introduce your professional background first?
Okay.

I graduated from this university. I am a foreign company that makes Japanese and
cosmetics. I am a manager trainee at a cleaning company.

I am a sales manager and a brand manager at the marketing department. I am a senior

After that, I went abroad to study business management. After graduation, I worked at
another foreign company. I worked at their global headquarters in Switzerland for two
years.

I worked at their Asia-Pacific headquarters in Singapore for a few years. After that, I came
back to China for family reasons. I came back to China to work at a Japanese cosmetics
company in Beijing.

After that, I became the director of the marketing department of Zishengtang. I was in
charge of e-commerce and digital marketing. I was also in charge of some training.

After that, my husband started his own financial company. So we were both busy and didn't
have time to take care of our children. I had a lot of business trips abroad.

So I quit my job. After I quit my job, I studied high-end customization at Beijing Fashion
Academy. I studied this course for more than half a year.

After that, I started my own brand on e-commerce and Taobao. Wow, you have a lot of
experience. Yes, I do.

Can you tell me what your current job is? Are you a fashion designer or a brand manager?
I'm a brand manager. Can you tell me what your main task is as a brand manager? That's a
good question. I hesitated a little bit.

I wanted to say I'm a fashion designer. Because I don't think I have much experience in
branding. But I didn't say I'm a fashion designer because I have a higher standard for fashion
designers.

I want to have more original products. I want the brand's products to have a unified style. So
I feel like I haven't done both sides yet.

Personally, I want to be a fashion designer or a brand manager. That's what I want to do. I
see.
I want the brand to speak with the products. I want the brand to speak with the products in
terms of design, quality, and materials. On the other hand, I want the brand to
communicate with the consumers in terms of the products themselves.

That's great. I think your concept is very similar to the brand's name. Its Chinese name is
Xinyi.

I think the English name of the Taobao store is So Made. I think it's... I understand what you
mean. I think it's... I think it's made with soul.

I think it's... Yes. I think it's not only the fabric, but also the brand's design. I think it's the
brand's design.

I think it's the brand's design. Can you tell me about the origin of the name of this brand?
I'm very curious. Okay.

Actually, it's similar to what you said. At the time of its creation, it was hoped to use resin to
make some hand-heated crystals. Whether in terms of material, design, or process, it can do
the best we know.

At the same time, we hope that the price of the product itself can be paid by ordinary
consumers. Yes. That is to say, the best quality clothes can be bought within their ability.

Yes. So the profit was set very low at first. Maybe it was because I thought I was an amateur
at that time.

Although I learned from an amateur, I didn't want to make a lot of money. I just thought
that if someone could buy their own product, it would be a very happy thing. Yes.

Do you think the name SoMade has anything to do with your design concept? Yes. What
was the original design concept of this brand? I wanted to use resin to make high-quality
products. Okay.

So means resin. Made means to use the soul of resin to make a good product. Wow, this is a
very meaningful name.

I quite like this name. The next question is, who do you think is the target group of your
brand? And what do you think is the style and demand of this group? We hope that this
group has requirements for the quality of clothes. We also hope to buy high-quality clothes
that can go through time.

Even after many years, we still want to buy high-quality clothes that are classic and durable.
At that time, I thought I could wear high-quality clothes until I was 40 or 50 years old. After
all these years, I feel that there is a pursuit for quality.

For example, because of your mother's influence, you may want to buy high-quality clothes
when you are very young. Most people may want to buy high-quality clothes at a certain
age. When you just graduate from college, you may want to try different styles.
You don't have to buy too expensive or too good clothes. You can throw away the clothes
you can't wear for a long time. When you are close to 30 years old, you may want to try all
kinds of things.

I want to use good things because I deserve to have good things. I think there are two types
of people. I think you said very well.

Including my interview today, I'm wearing your brand's clothes. Yes, I saw it. Thank you.

Thank you and thank you for your mother's support. I think the quality of this dress is very
good. And I think this dress can go on for a long time.

Including the two clothes I'm wearing now. This shirt and the shirt inside. In fact, my mother
and I can wear it.

Thank you. I'm so happy. Thank you.

You're welcome. The next question is. For some people who want to enter the fashion
design industry in the future.

Do you think there are any important skills or experiences? You can share it. I think the first
thing is to like and love the clothes themselves. I think you must have this.

It's obvious that you can feel it from your mother's ears. To yourself. Maybe you were born
to like these things.

This is the first one. I think it's probably the most important thing. The second one is.

Have your own aesthetics. This aesthetic can be said to be. See beauty.

Then you can feel it. Then you can recognize it. And then if you can do a little better.

He can. To a level that can express beauty. For example, he can draw.

He can take pictures. Or he can make a work. This work may not necessarily have the ability.

You draw all the clothes in the end. But he can express it through some inspiration pictures.
Or other styles of reference photos.

To express this. What kind of product will it be in the end? If you can draw it yourself. If you
can draw it yourself.

Of course it's the best. Because this is the fastest. Right? But it doesn't matter if you don't
have it.

Is to have this aesthetic. This is the second point. There is another third point.

I think there is another very important one. Need to go. Need to be careful to understand.

To learn. What consumers want. That is, research.

Very quantitative. For example, more than 30 samples. There are some scientific methods in
it.

There are also many. It's actually more qualitative. Qualitative.

He may not need to do it. Because it's expensive to do quantitative. Buy these samples.

But if you are qualitative. Find some people to talk to in depth. If you are sensitive enough.

In fact, you can also learn from the conversation. Many consumers' observations. For
example, like your mother.

She is a very thoughtful consumer. She can provide a lot. Very constructive observation.

So this is. I feel like I'm on a journey. At first.

Basically, you can only do what you like. For example, like me. I used to work.

You can wear some more atmospheric clothes. Because. Will speak on stage.

So at that time. I feel like I like to trim my body. And then.

It's very eye-catching when you go out. That kind of clothes. I think I spent several years.

Especially after I quit my job. And then, including now. I have two children here.

I'm just an ordinary mother. And then I can understand. Ordinary consumers.

He actually doesn't need to show his body. Right. It's not that the atmosphere is strong.

What he needs most is. It's comfortable to wear. This is one.

And then. There are some functional aspects. For example, it's good to keep warm.

And then. Maybe. When it comes to this spring and summer.

Like on our side. There is a very strong demand. That is.

Everyone. For a very long winter. In fact.

Already. I feel very bored. I also want to see some.

It's more interesting. Something that jumps out. Flowers.

It's a little flowery. Can bring. This kind of spring and summer atmosphere.

That's it. So. The demand for these aspects.

In fact, it is to jump out. Your. Personal preferences.

Consumer group. What do they need most. What kind of product.

Can satisfy them most. This. I think.

As a designer. Maybe. Keep improving.

A very. Very important point. That's what I'm talking about now.

The third point. I said it before. The first one is.

There is a pair of beautiful eyes. That is. Has the ability to be aesthetic.

Yes. There is an aesthetic. Then.

Like clothes. The first one is. Like clothes.

Then aesthetics. Then the third one is. To be able to.

From the consumer point of view. To. Think about their needs.

Then think about it. What kind of product. Can satisfy them most.

I think. Probably. These three aspects.

Are the most important. Yes. I think.

Very well said. Especially the third point. Like.

Thank you. Yes. To jump out.

Your own thoughts. For example. To think from the consumer's point of view.

That is. His. Angle.

To think. From another person's point of view. To look at your own products.

For example. Clothes. I think this is very important.

And. It's also the hardest thing to do. That is.

然后下一个问题就是,如果您可以重新学习呢,您会选择掌握哪些新技能以适应这个行业的一些发展和变化? 可能是做自媒体吧,不管是剪文字还是视频还是拍照片,但可
能更,这个学习可能更多的是边干边学,我感觉。 就是因为很多人可以给你讲一些纸上谈兵的东西,但是做自媒体可能关键的还是自己每天去实践,然后看有没有一些读者
的反应,然后去了解,看别的做得好的,跟他不断地学,然后不断地把学到的东西用到自己。 就是经营自媒体里面。 嗯,好。 然后下一个问题呢,是这样的,就是说您在日常
生活中,就是这个日常工作中呢。 不好意思,我补充一点,还有一个我想学的就是画画,我还是想能够,就是一个是那个自媒体,一个是画画,还是想能够自己把那个自己关于
对产品的想法能够很快地就能够呈现出来。 就比如说用杂志来表达吗? 嗯,用个画画。 哦。 嗯,马上就能把灵感图画出来。 哇。 把时装的那个,就叫手绘图吧,时装手
绘图把它能够很好的画出来。 嗯,好。 然后,就是这个问题它是说,就是您在日常工作中呢,是否会用到一些像 3D 设计,或者是 AI 设计,或者是一些数字时尚工具来
辅助您的创作。 就比如说,嗯,用一些 3D 设计软件来进行这个服装、试衣,还有样衣的制作,或者是用一些 AI 软件来帮助优化设计方案。 您平时会用到这些工具吗?
因为我们最近这一年停了,没有做新品开发,因为我个人的原因,所以没有用。 但是,我觉得肯定是有用的,我最近也是看到一个东西它在讲,怎么用 AI 在自己的工作当
中能够提高很多的效率。 我觉得这个肯定是有帮助的。 如果这些 AI 它还能提供一些大数据方面的,那就能够帮你把你自己做出来的那个东西,有些不符合大部分消费
者需要的,可能可以很快地调整过来。 我觉得是有用的。 是,就是让 AI 帮助你检索一些信息。 嗯,对。 然后,我不知道做自媒体是不是 AI 有可能也会有用,可能这个
我要边干边学,但是我想象中,不管是直版也好,还是,应该是有用的。 但可能以后我尝试一段时间能告诉你我的感受可能会更好一些。 嗯,好的。 等您的回答。 然后,下
一个问题就是说,在这个 SoMade 品牌创作的过程中,就是创立的过程中,您遇到过的最大的挑战或者困难是什么? 然后您当时是如何解决的? 当时是做了第一批
衣服。 然后,不知道可以卖给谁,因为当时也没有粉丝嘛。 然后后来就放下身段去找了很多博主,然后把衣服寄给他们。 这个品质在当时的竞争环境里面很出挑,所以很
快就有博主都接了。 嗯,所以回过头来看可能没有多大的困难,但是当时自己还是做了很多的心理建设的,因为要去求别人嘛,能够看一看自己的衣服,这是一个。 然后第
二个就是后来来了英国以后有同事辞职,然后就没有干下去了,就重新启动,把员工找回来。 这个也是有一点困难,可能整体来讲不算大困难吧。 所以第一个就是品牌刚开
始起来的时候是一个知名度的问题。 然后第二个就是远程经营,然后团队有设计师辞职了。 解散了一段时间,然后之后就又重新把它重新启动,要把员工再找回来,这个当
时是挺困难的。 哦,确实。 然后我想问一下,就是您当时解散完以后,又为什么要重新启动这个事业呢? 因为当时本来就只是因为我女儿小生初,只是想是暂时的,就不想
结束,所以就一直在等什么时间可以重新开始。 所以后来我女儿她升中学的那个学校定了以后,就希望能够重启了。 好的。 然后还有个问题是,就是我知道您是在英国圣
马丁,然后读了一段时间的硕士,是吗? 嗯,伦敦艺术大学。 哦。 对。 我想知道。 那个圣马丁是其中一个学院。 我了解了。 然后我想说的是,这一段的学习经历是否有
没有影响到您的设计理念,还有职业发展? 就比如说对设计师这个行业有没有更深刻的认知? 我不是那个圣马丁那个学院的,我是那个伦敦时装学院。 哦,我一直记错了。
嗯。 没有,不要紧,就是伦敦圣马丁就是很多是纯设计,然后我们学院的话,我们是一个大学的,但是是不同学院。 然后我们这个学院的话,更多的是设计跟商业的结合。
像有一个鞋子的牌子叫 Jimmy Choo。 哦,我知道。 他就是我们师兄创立的,然后还有像现在的 Loewe,那些也是我们学校毕业的。 那个圣马丁纯艺术的
罗艺学,然后如果你想学就是纯的产品设计,更原创的那种,我觉得圣马丁是特别好的一个选择。 就是,当然就是我们中间也去他们学院上课,然后因为是一个大学嘛,有一
些课也是在一起上。 我觉得影响最大的就是,因为现在这几年开始,丁星的这些服装品牌在欧洲这边都是倡导环保和持续性市场。 这个,其实中国没有什么人在从这方面,
可能消费者要的更多的是性价比。 你要用可持续性的话,就会意味着整个你生产的过程,从原料采集到处理加工,比如说像牛仔裤它水洗就是一个很不环保的,大概率上都
是。 所以有很多要极大的增加成本的地方。 所以中国其实消费者主要关注还是性价比,能够用更便宜的价格买到更好的东西。 所以不在这个概念的框架里面。 但是在
欧美来说的话,因为原来那些能做的都已经做了嘛,所以要一个牌子,新兴的牌子要能够在这个市场上冒出来。 它是需要有一些原创性的理念的,所以就基本上都是有这个
可持续性环保理念的品牌。 他们可能每一个切入点不一样,可能有一些是想做,我就是去用这种最环保的材料,我保证我都是用的各大厂商的真正做到可持续性环保的理念
的面料。 有一些可能说,我就用回收的面料,因为回收嘛,它就不至于再产生新的资源浪费了。 有些就说,那我就直接做一个牌子是 remake,就是我来做加工。 比
如说你自己有一些阿迪达斯耐克,已经以前好多季以前穿旧的,然后我把这个东西在这条裤子基础上可能给它改一改,把它编成一个包。 或者这个鞋,阿迪的鞋,我自己在上
面可能做一个公仔,然后把它放上去,然后每一个产品都是不一样的。 就是也有这样一些概念。所以我个人觉得,如果往以后走,每个人的衣服其实也不缺了嘛。 就希望每
一件衣服可能都是有一些不管在理念还是在审美上能够表达自己的话,我觉得可持续性环保的理念也是我想去探索的一个方向。 谢谢。 然后,下一个问题呢,是这样的,就
是说,就刚好跟您刚才的话题有一点契合。 就像国外它很多品牌它都是在做可持续发展,像这种概念就是非常多,这也导致这些服装设计品牌它竞争就比较激烈。 那我想
说的就是,就说您的品牌心意,它是如何在比如说在中国市场中保持这个就是独特性,还有竞争力的? 现在还没做到,我们。真的没有做到。 所以我也希望等我把家里的事
情理顺了,然后全身心的投入到这个时候,能够在这个方面真的找到切入点。 就是我到底是在面料上是可持续性吗?还是什么的环保理念? 然后可能我猜想可能将来的品
牌环保可持续性会是一个有点像是基本要求。 就是每个品牌都要是这样的,然后在你必须得做到,你才能够上牌桌打牌。 然后呢,但在这个基础上,你的独特性可能还是要
靠你的审美,就是你的这个是一个什么样风格的衣服。 你的原料做工一直是怎么样的一个取舍,还是要靠这个方面去做,产品的设计,管事,审美这个方面去找独特性。 好
的。那您觉得就是在这段时间里,就是或者说您认为有哪些设计师或者品牌他可能就是或者说真正推动了这个时尚行业的一些发展或者变革,然后您的设计是不是有受到他
们一些影响? 我想就不局限于这个设计师或者品牌,或者是哪怕一个秀场我觉得也可以,或者一件衣服给您带来了有一些什么灵感。 嗯,好。 他呢就是有点像是女性洁发,
就是把男装的那些宽松帅气的感觉,俐落的感觉就放到里面,这个我觉得受了影响。 然后第二就是,嗯,就是 lululemon,嗯,lululemon,嗯。
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