In fact, I also think our meeting is quite interesting. We have known each other for a long time. I also know that you are an interior designer, but I think you mainly work in the field of private housing, and I didn't think there would be opportunities to cooperate. Now that I think about it, it's also a coincidence. It happened that we had dinner in the restaurant you designed, and you happened to be there. When we were talking about it, we listened to you talk about your design concept. At that time, I felt that it was particularly new. Suddenly, an idea "crashed" into my mind, wondering if we could have a "acquaintance game" Cooperation.

Compared with the word "comfortable", I think the cooperation with you is very "ironed", which is more suitable than comfortable. First of all, you are an extremely efficient person who can match the business development progress of our brand; secondly, your design is similar to our brand design, that is, there is a potential connection between the design between stores, and with the spread of the store, it is constantly upgraded in the accumulation of overlap, maintaining a coherence and At the same time, it is also constantly iterating to generate new concepts. In fact, this is rare and what I want to achieve most. I think you are a designer who is very good at thinking about design problems from the customer's perspective, which may be related to your horoscope. You will understand the customer's personality characteristics and behavior, and then think about design problems. My partner and I are inclined to seek an integrated and unified experience in all aspects. Whether at work or in life, you have insight into this, so you will take the initiative to propose some integrated design models. For example, in the design of our office, we try to refuse to divide and show integration and integrity. Most of our colleagues in our company, regardless of their level, share an office space equally. Finally, there is one more point. I think the stores designed by some designers are too similar to stores, that is, the commercial attributes are too strong, but you are different. In fact, when I first wanted to cooperate with you, I was also curious and looking forward to it. What kind of effect will it have if you, who often do private house design, become a commercial store? The effect of such a collision is actually beyond my surprise. The shop you make is not only like a home, but it also has some consumption attributes for customers. These stores are more like people's ideal homes, and their commercial attributes are not so obvious. I hope customers who come here can relax in comfort and peace. Many young people who come to our store for shopping will actually stay for a long time. They themselves say that they feel that they have come to a very comfortable place, not a place to spend. I think your own rich experience in private house design can add a lot of unconventional interest to the design of commercial stores.

In my opinion, the connection and change of the design between stores should have a thematic divergence, which is not only conducive to the formation of our brand worldview, but also presents an orderly state in the whole store layout. In addition, I value the use of raw materials in design more than style and visuals. For example, I will give priority to the use of steel. The industrial sense brought by the metal style is inherently in line with our brand tone. On the other hand, domestic steel in Hebei is originally of global high quality. If steel is used as the main design material, we will have natural material advantages and processing advantages, coupled with the use of our own high-quality and rich raw materials in China, so that There will be risky price fluctuations, and the cost of materials is controllable. Maybe my "business attribute" is too strong, and I will put controlling costs in the priority position in the design. Finally, as I just said, don't design the store too much like a "store" and appropriately weaken some commercial attributes. For example, I will pay special attention to reducing the presence of the cashier, so that the whole space can be more "comfortable".

My partner and I founded this brand about 10 years ago, and it really feels like time flies. In fact, at the beginning, our idea was very simple, which was to earn a sum of money to get married (laughs), and the purpose was very simple. Unexpectedly, after that, I "accidentally" did it year after year, and I have done it until now. We just started to do it in 2015. In fact, we still had the mentality of "doing it casually" at that time, and did not consider the long-term development at all. At that time, we relied on platforms such as WeChat and WeChat to sell, and sometimes we would directly bring clothes to customers. At that time, the profit was actually very good, because we were just catching up with the trend of making clothing. At that time, we divided the money once a month, and we all thought about quitting next month. At this time, a friend Sam knew suggested that we could build a brand. At that time, the concept of "fashion brand" in China had just emerging. It was in an enlightenment stage, which was a good period for development. It also told us that it was necessary to use the Internet model to develop brands. These two suggestions had a great impact on us, and they were also our two major development fulcrums in the early stage. Later, while doing it, the scale gradually expanded, and gradually established its own business logic, which has been achieved until now, but if you look back at the start-up period, you will never expect that you can do this now.

Studying art and making costumes may have something to do with my mother, and it may also have something to do with my grandfather. My grandfather is responsible for the restoration of ancient buildings, and he is responsible for part of the repair project of the Liaojin Forbidden City. My mother is an art teacher, and I feel that she has inherited my grandfather's professional genes. I am doing clothing now, and I must have been influenced by them. When I was a child, my mother would take me to see various cultural relics and exhibitions, so Speaking of which, our three generations have inherited each other. My own idea of starting a business and creating a brand may have a lot to do with my father. Previously, he was a global food agent. Since he was a child, he listened to my father discuss some professional economic and commercial topics, which had an immersive influence on me. I feel that it is the support of the whole family environment and genes that make me have SMFK.

In fact, the clothing industry is a particularly tired industry. There is basically no rest time. It would be nice to have a three or five-day break a year. There is no concept of "holiday". The focus from Monday to Friday is on the company, and on weekends, the focus is on the store retail side, and there is no room or time to rest. Although it is very tiring, it seems that I have become accustomed to it. Rather than being tired or not, I feel that work brings more changes to people. In the past ten years, my partner and I have changed a lot. Sam used to be a relatively "simple" person with black hair and mainly dressed in black, white and gray. Now he has permed his hair and dyed it brown, and he is wearing colorful clothes. On the contrary, I was a relatively "spicy" person before, but now I have become "simple". I feel that both of us have become "opposite" to each other ten years ago, which is largely changed by work. After years of hard work, I feel that I have become a complete "business E-person" for my work. Because I need to deal with people from all walks of life, I need to turn myself into a multi-oriented complex and switch my own form at any time according to different people. But maybe this is also the most interesting part of doing business, which is to establish a connection between people in different states.

We have opened about a dozen stores this year. At this rate, we think that in about two or three years, we can spread dozens of provinces and cities across the country. At present, there are basically all over the southeast coast. Recently, it has gradually been launched in North China. We will also open some special stores in the northwest, such as Inner Mongolia, Xinjiang, and Tibet. Because the current market is suitable and we also have such resource conditions, offline store releases are not only helpful in sales, but also online traffic diversion effects for everyone to kill two birds with one stone. Overseas, we also have preliminary plans. Japan and South Korea are not within our scope of our investigation, because we feel that the trendy brands of these two countries are actually self-sufficient, and we mainly want to expand to Southeast Asia and North America. The design of these overseas shops is planned to be directly transported through a complete container after establishing a basic spatial model architecture in China, which is somewhat "universal in model". Then add some local customs and customs elements to the soft furnishings according to local conditions. After laying out the stores nationwide, what we want to do is to try to move the store from the third floor to the second floor, then from the second floor to the first floor, and then to the door. My goal is to compete for the door position of the first floor of the mall.

Actually, I mentioned just now that steel is used as the main material to control costs, but there is actually another reason. In fact, I want to build SMFK into a brand that has achieved the internal circulation of China. We hope to use Chinese materials and Chinese technology to produce clothing, and then open stores in Chinese commercial bodies. Therefore, in the internal design of the store, I also hope to use Chinese raw materials. I have such expectations and ambitions to build SMFK into a brand that can achieve the internal circulation of China. China is a very special country with a lot of raw materials, a strong manufacturing industry, and a large consumer population. It is a country that is both a factory and a market, with enough self-sufficiency. This energy is enough to make SMFK a brand that can achieve internal circulation, and of course the consumer market must be spread all over the world. (laugh)