Standing on the track of the era in 2020, Liu Xing revealed the mystery

MIIDII Mystery Brand Manager Liu Xing

"Make clothes and live a good life", my partner and I have talked for 17 years from the day we started our business.

From the beginning of painting, I stubbornly pursued the perfect combination of clothing and art. A movie, a novel, a short play, a trip far or near again and again, lakes crumpled by the wind, scattered clouds, birds passing by blue sky ... I can always be Attracted by these seemingly unrelated things, cherish these occasional feelings, because they can finally extend the best visual expression about clothing.

Every year I take my team to find inspiration around the world, to find and collect handmade dolls, precious jewelry from the 18th and 19th centuries in the European antique market. Therefore, retro is always our favorite element.

What I have gained in the process of chasing inspiration is also my awe of nature's endless power over the years. With this belief, I pay more attention to the use of environmentally friendly fabrics, hoping to use clothing as the voice of the environment.

In 2020, the sudden outbreak brought anxiety and reflection. Facing the severe decline of the consumer market, we are facing the crisis just like most companies. But no one knows what the times will bring us. Before then, it is right to do our best.

01 When clothes become a ritual sense of marriage

Something that happened many years ago touched me deeply.

That morning, as usual in the morning, a lady walked into the store in Guangzhou, and took out 20,000 cash from her bag and said she wanted to buy clothes. The lady saw the slightly doubtful expression of the manager before explaining that the routine of birthday every year must include buying a dress from the mystery, and her speech was full of sweetness and joy.

It turned out that when she and her husband were preparing to enter the marriage hall more than ten years ago, two young but not generous lovers had the first mystery. At that time, the price was too high for them, but did not hesitate her husband, bought the clothes she loved for the beloved girl, and promised future happiness ...

More than ten years later, the two succeeded in starting a business and living in abundance, and this little habit about the mystery has been retained.

That's it. Once you choose your favorites and preferences, it's always hard to change them.

02 Better clothes than better stories

The birth of many brands, after years of baptism, is an amazing story in itself. In the mystery's entrepreneurial history, there are countless warm stories, but what ultimately touched the customer was the "fashion, vintage, art" clothes themselves.

Consumers who have experienced the shock of information on the Internet for many years are no longer measuring high prices for justice. Quality and brands are increasingly promoting consumers to enter the stage of identity. The mystery, as a Chinese brand respected by literary youth, already has its own tone. It also needs to innovate the brand image in the form of social to quickly complete the consumer's perception of our "retro, fashion, and comfort" exquisite designer brand .

Since 2016, we have continued to increase investment in various links such as technological upgrades, product quality enhancements, and research and development of new environmentally friendly materials. In the context of increasing costs, we still adhere to original design, three-dimensional cutting, deconstructed design, and precision embroidery In terms of spending time, energy, and money, heavy production without labor, adherence to quality without material, this self-discipline consciousness and the spirit of excellence are the mysteries that I insist on from the beginning of making my first garment. Word of mouth protection.

Making clothes is still the core competitiveness of the mystery.

03 Younger ≠ talk

In 2018, the post-90s and post-00s generations who took control of consumer dominance no longer regard the brand as their sole status symbol, and brand rejuvenation has long been put on the agenda by major brands.

Whether the brand values ​​are consistent with their inner order has become the main reason for the young people to buy or not.

Since 2019, my team and I have been exploring and gradually identifying the preferences and communication frequency of young people, and once again set a strong mysterious “Retro Art” brand mark on young people.

The puzzle has also changed from the traditional communication channel to the digital media platform. It interacts and communicates with the puzzle in various live broadcasts and short videos. At the same time that shopping is completed, it is more like a social communication.

In 2020, the most direct social practice of Mystery is during the 3.8 Goddess Festival. Through the live broadcast, I realized that I want to pass 20 years of fashion, retro and artistic dressing to the mystery fans. Impulse.

This kind of communication in the live broadcast era has allowed me to gain more consumer recognition. I also saw that live broadcast is not only a "sell", but also an output of "brand values". We did not choose the way of “building explosive styles” quickly, but we spent more energy and time to build the brand, and more concerned about the brand value.

The 300,000 interactive sharing and the hundreds of thousands of messages are enough to prove that our dedication to the retro, fashion, and art lifestyle has been greatly recognized. Our three love spirit of "love nature, love freedom, and love ourselves" is truly rooted. To the hearts of the fans.

I have to say that this night's experience has moved me so much that even getting this recognition is more proud of me than getting many design awards. In the era of social Great Plains and the trend of diversified social development, I believe that the mystery is more like a friend of everyone. It has brought more positive influence on young people in this era in their living conditions and lifestyles. The spiritual support you deserve!

04 MIIDII Mystery 17 years old

Art has no end, so does brand development and brand youth.

Before becoming a century-old brand, what will MIIDII mysterious 17-year-old teenager do? "No one knows."