Bao Chenliang
Founder and CEO of Everseri
2023 Hurun U30 China Entrepreneurship Pioneer
Born in Yiwu, Zhejiang Province in 1996, he studied at Shaoxing University of Arts and Sciences, majoring in fashion design, CEO of Hangzhou Everseri Brand Management Co., Ltd., vice president of Hangzhou Yiwu Chamber of Commerce, and entrepreneurial mentor of Shaoxing University of Arts and Sciences. Hangzhou Afferseri Brand Management Co., Ltd. is mainly engaged in trendy clothing brands, and has a number of independent fashion brands, which operate online and offline simultaneously, and currently has 6 trendy brands.
Interview with Hurun Report Bao Chenliang
Hurun Report: Tell us a little about yourself and the company. Tell us about market changes or innovations in your industry in recent years?
Bao Chenliang: I am Bruce, the founder of Hangzhou Afferseri Brand Management Co., Ltd., I have loved clothing since I was a child, I said goodbye to children's clothing when I was in the fifth grade, and I chose my favorite clothes and matched, and began to wear fashion brands at the age of 16.
I am a grassroots entrepreneur, there is no qualification to hold high, every brand starts online, from my 18 years to the present, there have been great changes online in recent years, starting from the Taobao platform, there have been continuous appearances, Douyin short video, Xiaohongshu, Douyin live broadcast, Pinduoduo, etc., almost every year I have to go through a new platform to form a related team, online is no longer a "one trick" era, but need to become a hexagonal warrior, every piece has to be done.
5.1 8 stores across the country were opened
Hurun Report: After going through a difficult period, how did you survive the damage during the three-year special period of the epidemic?
Bao Chenliang: The three years of the epidemic have not had a big impact on our industry, but surprisingly, the past three years have been a period of rapid development of our trendy brand industry, mainly due to the following reasons: 1. The epidemic has a relatively small impact on online, and at the same time, a new e-commerce model has emerged in the live broadcast; 2. Our audience is mainly students, and the impact of the epidemic on students' consumption power is relatively small; 3. The physical section of traditional brands has been greatly affected by the impact of the epidemic, giving our new generation of brands a good opportunity to attract new ones.
The most difficult moment was the emergence of multiple platforms online, the previous mainstream platform traffic was divided by the new platform traffic, and we had to transform from a single platform to a multi-platform direction, which was more difficult to operate and manage than the previous single platform.
We quickly set up a team, starting from the product adjustment, we understand that each platform has a crowd of each platform, the tide brand is a niche style, can not adapt to all platforms, I can only make my fashion brand popular enough wide enough to adapt to all platforms, after the product adjustment is over, we set up a new platform operation team, starting from the most mainstream Douyin live broadcast in the new stud platform, and successively set up teams of other sub-mainstream platforms, and the management concept of the middle and back office has also been adjusted, and all platforms are operated as a new platform.
Everseri office space
Hurun Report: Choosing to start a business must be a process of getting out of your comfort zone, in the process of establishing a brand/company, have you found yourself a different side? (What are your weaknesses in the process of starting a business, how to balance them, and even transform them into characteristics?)
Bao Chenliang: I am a very lazy person, I often look for a "effortless" way or a "once and for all" way when I encounter troubles, and I spent a lot of energy to make templates and build systems in the early days of my business, so that troublesome things will not miss key processes and important data visualization.
Hurun Report: In terms of your observation of the market, how has everyone's consumption logic/wealth logic changed in recent years?
Bao Chenliang: We all know that consumption is becoming more and more rational, the former channel dividend advertising dividend is almost invisible now, because consumers are very rational, so we can't spend too much energy on advertising and marketing channels, we have to return to the product itself, make consumers feel strong desire and consume the product, so that consumers will pay rationally.
The main show of Shanghai Fashion Week
Hurun Report: In your opinion, where are the dividends hidden in the future, and how to lead the team and individuals to do things that follow the trend?
Bao Chenliang: As far as our industry is concerned, the future dividend is offline, so we are currently transforming to offline, young people have a lower and lower favorability of traditional clothing brands, it is a good time for our new brands to enter the market, many shopping malls have transferred the familiar big brands on the first floor to the second and third floors, and set aside the best location for us.
Everseri office space
Hurun Report: From the perspective of the entrepreneurial spirit that Hurun Report has always admired, why did you choose to start a business? In your opinion, what exactly is business ability?
Bao Chenliang: Why did I start a business? Because I naturally love my industry, I found the demand of the group, in the past ten years, it is difficult for young people to find their favorite clothing brands offline, the clothes purchased by traditional e-commerce have no brand awareness, no long-termism, and the product quality and service after-sales are not ideal.
In my opinion, the business ability is not to redo the social problems that Company A solves and then kill A from competition, but to solve the problems more efficiently and thoroughly.
This article is an exclusive interview with Hurun Report, and the material comes from the interviewee
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