wholesale cad jewelry designer The post -90s jewelry designer from the film and television crew: Yu Gengyi, the founder of the MOH brand in the MOH brand

silver bridal jewelry wholesale Above: Midnight Opera House Spring Festival Spring Festival
"The more exaggerated, the more popular." Said the founder of the brand Yu Gengyi, "These customers are unique things. Earrings. "
Not long ago," Gorgeous "and the young independent designer born in 1993 have conducted an in -depth exchange, cut in from a unique perspective, and further understand the consumption psychology and consumption psychology of China's high -end fashion customer group today. shopping habit.
The founder and designer of Midnight Opera House. As soon as he entered the Fine Arts Department of the Beijing Film Academy, he was discovered by the teacher and was recommended to work in the crew. He has participated in the production of well -known large -scale film and television dramas such as "Zhen Huan Biography" and "Legend of Wu Mei Niang". Some works are also permanently collected by the Chinese Film Museum.
The headwear works that serve the crew as a piece of the crew cannot be created according to the designer's own ideas. On the other hand, Geng Yi's heart is deep, and I feel that "such beautiful things should be applied to a larger market and serve more people." After accumulating five years of work experience in film and television art and modeling design and production, Yu Gengyi decided to come out of the crew to be his favorite jewelry accessories.
The figure above: The headdress art works created by Yu Gengyi
At that time, Yu Gengyi did not think about making a brand, but decided to make some products by hand. Thanks to his creative experience on the drama headgear, Yu Gengyi applied the production techniques and elements of drama headdress into the design of fashion jewelry. This also allows him to form his own unique creative style -given "drama aesthetics" to jewelry design.
For example, in his first jewelry design series "Rainy Garden", the velvet balls on traditional Chinese opera heads are used. At the same time, Yu Gengyi also focused on absorbing foreign traditional skills and art elements. The material is integrated to make the finished product full of three -dimensional sense of hierarchy.
The figure above: Midnight Opera House The Garden series
After design and production, Yu Gengyi uploads pictures of pictures on Weibo every day with Weibo, and in a family in Sanlitun, Beijing Antique store sales products gradually began to know and buy products in Gengyi. "Many people think that such products are very interesting and want to find me. Some people also see where to buy the product on Weibo and WeChat circle of friends. The overall market response is better. I started to make the second one. The series, and I have the idea of ​​doing the brand. "Yu Gengyi recalled.
In 2017, Yu Gengyi officially founded the brand and named Midnight Opera House (Midnight Opera House). The product pricing is mainly 2000-3000 yuan. At the same time, he chose to broaden the brand sales channels of the brand through the SHOWROOM order of B2B, so that more third -party sales channels such as buyer stores and department stores can learn about and buy MOH products.
shortly after, MOH's products were in the appearance of Zhang Ziyi's stylist. Zhang Ziyi appeared in several popular variety shows she participated in the recording. Yu Gengyi said that until now the customer saw the products worn by Zhang Ziyi, he would point out: "Isn't that Zhang Ziyi the same model?"
above: Midnight Opera House With the improvement of the popularity, MOH has attracted the attention of China's high -end department store Beijing SKP self -operated buyer shop SKP Select, which has become an important turning point. Beijing SKP Select has started ordering from the third series of MOH. So far, MOH has ranked among the top sales results in the SKP Select accessory area. In addition to Beijing, cities covered by MOH offline sales channels include nearly 20 cities such as Chengdu, Shenzhen, and Xi'an.
In the early days of brand promotion, MOH will emphasize the daily wearableness of its products. For example, the brand's jewelry can be matched with ordinary T -shirts. But in a VIP customer exchange activity at SKP Select, Yu Gengyi has a new understanding and understanding of his customers.
MOH's core customers are high -end consumers distributed in the first -tier cities of Beijing, Shanghai, Guangzhou and Shenzhen, "similar to the rich wives in" Thirty ", and described Yu Gengyi. After adding to WeChat friends with these customers, Yu Gengyi saw the daily life of various activities from the circle of friends. "They really have to participate in the event every day. Last year, Valentino held a high -level custom press conference in Beijing. Customers are going. "This means that this consumer group does have real scene needs for various jewelry accessories -need to wear different jewelry to attend various important occasions.
The figure above: Midnight Opera House Spring Festival Spring Festival
At present, several head jewelry accessories brands in the Chinese market: Chow Tai Fook is a traditional gold ornamental drive, occupying traditional weddings and family parent -child consumption scenes; The new speed is fast, the design of modern fashion, the focusing direction is more biased towards women.
The consumer scene in Gengyi's conception is: When customers need to attend important occasions, they can think of MOH. "For high -end women's consumers, in addition to wearing some expensive luxury brand jewelry, they also need to look like a special and eye -catching product for replacement. Gengyi said.
It worth noting is that MOH customers are not only used as "eye -catching" items that use jewelry accessories as important occasions. In their opinion, these jewelry "like art, you don't have to wear it, you can also put it, but also put it. As a collection in jewelry boxes. "Yu Gengyi said:" For example, a vase accessories in the previous season, we made the products very three -dimensional like relief. Many people feel like high -level custom jewelry. It is very good. "
The figure above: Midnight Opera House blooming series
The MOH will launch two seasons of products each year, 30 ~ 40 styles per season, in addition to earrings, MOH also launched the entry level new level The rings, hair accessories and other products are cultivated to cultivate new consumer groups and expand brand cognition.
MOH has accumulated hundreds of loyal high -end users through official online channels. They buy new MOH products each time, at least 3 orders at a time, up to 10 or even 10 models. When the customer places an order on the official website or WeChat applet, we can see at a glance that this is an old customer. "
Although the sales channels were opened on the official website and WeChat mini -programs MOH has not yet settled in Taobao. "MOH has not yet established a relatively mature cognitiveness, so it has not been fully opened in the stage of mass channels." Yu Gengyi admits, "If a Taobao shop is opened now, Volkswagen is not willing to consume (product at this price) Our old customers are unwilling to buy it. "
This explained that this is because customers are pursuing niche, uniqueness and scarcity. "If there are similar designs on the market, they are not interested. If they sell the same design, they will turn to products with logo such as Chanel, Dior."
Except for the first -tier cities of Beijing, Shanghai, Guangzhou and Shenzhen , Jinzhou, Yantai and other third -tier cities, MOH also has a group of loyal customers. They must buy each season and buy multiple styles. After MOH plans to have a stable epidemic, go to the cities where the customer is located to host a designer's private meeting to communicate with them face to face.
"Communicating with the designer is attractive for our customers. Our customer group also needs to be face -to -face and private. After they experience our products offline, they are more willing to consume." At the same time Yu Gengyi revealed that it plans to set up a showroom in Beijing in the future, hold activities regularly, and invite customers to the store to participate in exchange.