Liang jing dong1/1/2024 ![]() ![]() Aside from that, we have also had a good deal of help from celebrity endorsements and digital marketing. Those who use this service tend to be some of Dong Liang’s most loyal customers. How does Dong Liang implement its brand concept into the hearts of its customers, particularly when the Chinese fashion industry is still in an early stage?ĬW: Dong Liang specializes in a “Trial-and-Error fitting service”, which encourages shoppers to experiment with different shapes and styles to “find themselves”, style-wise. JD: Although Chinese consumers are becoming more fashion-savvy, those with ample means are still comparatively rare. The general age range of our customers lies between 25-40, and our shoppers tend to be of adequate financial means and are fashion aficionados with distinctive personal styles. JD: Can you give us a sense of your customer base?ĬW: Our customers are mostly women, as our collections consist mostly of womenswear however, we’re expanding our menswear collections. Dong Liang aims for and provides tailored customer service with an emphasis on the personal aspects of customer care and communication. ![]() Where do Dong Liang’s competitive advantages lie?ĬW: Our management chooses the types of products that are best suited for the Dong Liang name. In Beijing, Hong Huang’s BNC and Ritchie Chan’s Triple-Major have become two examples of this. JD: We’re now entering an era where avant-garde stores are constantly cropping up and some are finding success. If opportunities come up in the future, we welcome any collaboration with them. However, we do believe the concept stores mentioned above are highly exceptional. Since our products speak for our individuality, we’re confident in Dong Liang’s ability to stand out from other concept stores. Only through preserving its ethnic flavor can Chinese design ever become truly cosmopolitan. Do you foresee the same path for Dong Liang? At the same time, how can Dong Liang avoid becoming another concept store clone? What do you see as your unique strategic direction?ĬW: The name “Dong Liang” doesn’t have an English equivalent the lack of such is an indication of our exclusive focus on Chinese designs. JD: There are many high-profile concept stores outside of China, namely Opening Ceremony in New York and Los Angeles and Colette in Paris. We put a priority on product detail, quality, and the completeness of each designer’s collection. With so many talented young designers out there, how does Dong Liang select its collections?ĬW: Those who collaborate with Dong Liang are chosen based on their individuality, and are approved if their designs fit with market demand. JD: Young designers are injecting new blood into the Chinese design community. While the name “Dong Liang” doesn’t have any special meaning, the words themselves do sort of have a zen-like simplicity with hints of masculinity. Later, Nam turned that dream into reality via Dong Liang. Jing Daily (JD): Can you tell us a little about the store, and the meaning of the name “Dong Liang“?Ĭharles Wang (CW): The creator of Dong Liang, Nam Lang, who worked for a long time in graphic design, thought of the idea to showcase unsung new designers. Jing Daily recently exchanged a Q&A with Charles Wang of Dong Liang (translated from the original Chinese by Tina Liu): Fresh European-influenced design infuses the store with modernism and highlights the stars of the show: the products on display - all of which are created by Chinese designers. But when night falls, Dong Liang springs to life, its brightly lit interior clashing with the inky streets just outside. Situated in the sleepy Wudaoying Hutong, Dong Liang perfectly blends in with its surroundings, easily mistaken for just another banal shop. Since its founding in 2009, the boutique has become a must-see destination for chic Beijingers. Harnessing popular digital platforms like Sina Weibo and Douban, some of these small concept stores have managed to attain cult status, in the process becoming tastemakers for China’s new generation of fashion-savvy urbanites.īeijing’s Dong Liang is no exception. In recent years, a new fashion revolution has taken hold in China as a surge of avant-garde boutiques have opened in fashion-conscious cities like Beijing, Shanghai and Guangzhou. Boutique In Wudaoying Hutong Exclusively Stocks Pieces By Chinese Designers ![]()
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