Children's wear together with Barbie to create a girl's dream

Amoy brand's upsurge

As a leader in the girl industry, Deesha was founded in 2009 and has been a successful model for the Amoy brand. As early as 2011, she has successfully become the number one brand in Taobao's children's wear. Since its development, “Desha” has become “ One of China's top ten children's wear brands, Taobao's first girl brand, is the first Chinese brand for girls. Its development history also represents the overall development trend of the entire e-commerce industry. For a long time, the brand influence of Amoy brand has focused on Taobao itself, and the big-name Doberman brand Barbie, the world’s top doll brand, is also deeply meaning. Barbie is the world’s first brand of dolls. Since the first baby doll was introduced in 1959, it has become an eternal fashion indicator and a muse for countless designers. Today, Barbie is not only a synonym for dolls, but also a leading brand for girls' consumer products. With the cooperation of Fusha and Barbie, the strong combination of the two girls' first brands will bring customers newer experiences, higher value and better services. This cooperation is no longer limited to e-commerce channels. It is through the platform of Shanghai International Children's Fashion Week to carry out “all-round brand public relations”. It shows that Fusha is no longer satisfied with the simple Amoy brand identity, and is gradually transforming into a real children's clothing brand.

Under the current severe economic environment, the traditional clothing industry as a whole is in the doldrums, and the e-commerce industry is also facing a reshuffle. The traditional big names have settled in strong positions and are extremely competitive. But even in such an environment, Fusha still bucked the trend and began a new round of strategic deployment.

On the product: Fusha inherited the original "classic princess style", gradually subdividing the product, introducing the three themes of "elegant princess", "naughty elf" and "modern girl", bringing to the 3-13 year old Chinese little girl The new European and American “TOTO Show” (ie, the overall solution concept) fully meets the needs of their outings, campuses, banquets, performances, and other occasions, and creates a variety of “new styles.” It is these that contribute to Barbie. Choosing to work together with Defusa at this time also greatly affirmed the future development of the Deesha brand and its forward-looking control of the market.

On the channel: While online business maintained a strong growth, it actively laid out offline stores, entered the shopping mall, and officially launched the overall optimization of the filipe line offline stores, which will expand the industry chain for girls – princess experience, girl education, The princess develops and other various aspects. The Fusha Experience Shop, Princess College and other projects have also been fully launched, and the three-dimensional development of the “Girls' Full-Life Industrial Chain” has been systematically rolled out. In the future, the Fusha offline store will fully inherit the heat, style, service, etc., on the line - it will certainly be more mature, diverse, full, and excellent.

Brand: In 2016, the children's clothing brand of Deesha was upgraded, adhering to the concept of “every girl is a princess”, integrating fashion elements, popularizing the noble, refined and elegant princess elements, and further strengthening The products that represent the brand's characteristics emphasize the perfect combination of details and exquisite craftsmanship to enhance the brand's texture. From the brand's overall image, it will be strategically adjusted and the visual image will be fully upgraded to create a beautiful world for girls.

In 2016, Deesha successfully opened a brand new page. In the future, we are poised to forge ahead and create a more brilliant future!