Xiaomi: original children's clothing brand born because of love

With the rapid development of the "baby economy", more and more children's clothing brands have entered our field of vision. After 80 or even 90 years, the mother has become the main group of consumers, but the "aunts and mothers" have become more and more critical. Now. The original children's wear brand Xiaomi abandons the concept of adults and staggers the existing elements of the market. From the child's point of view, it integrates love and fashion into the brand design, creating a unique brand integrating innocence, fashion and caring.

Born to love

Xiaomi's founder and design director Ying (Wu Xiuying) graduated from the University of Manchester in the United Kingdom, specializing in international clothing retail. In 2010, the birth of her daughter Xiao Mi gave her the idea to create a small rice children's clothing brand and started preparations. Her design inspiration comes from the good life with her daughter Xiaomi. She said: “Daughter is the source of my design inspiration. From her growing up, I learned to design clothes from the child's point of view while forgetting adult thinking.” She told us that her daughter often tells her what she likes while playing. For example, this year's latest beard series, her daughter's birthday holding a beard toy refused to give up, as adults will find the scene happy but ordinary, but from the child's point of view, the beard is something she was very fond of. Therefore, what children really like is what I care about most, and what I want to give them the most.

Innocence, fashion, and caring

From the beginning of its creation, Xiaomi learns from the life of Xiaomi, acquires inspirational designs from the perspective of children's children, discards the thinking of adults, and assists with more sensorial elements in the design of shopping experience to meet the child's keen senses. . According to a VIP guest at Shenhuo Hall, "Daughter likes Xiaomi's clothes, and she refuses to take off." It also contributed to the cooperation between Xiaomi and Shenhuo.

At the same time, following the “innocence” core and expressing the design style with fashion, Xiaomi staggers the existing elements of the market's existing patterns, colors, animals and plants, and provides more interesting and fashionable elements. In addition, functional considerations are taken from the perspective of the parents and care is taken at the details to ensure product safety and quality. In fact, as early as early February, when I was a little matou, I was involved in parent-child photography interaction. This was the first cooperation with Shinshokan. Xiao Mi’s French elegance, cute and cute POLO style, and original ideas that are full of love. , Surprising constantly, and attracted the domestic famous designer Ji Cheng's presence.

Sixty-one, as the sponsor of the “60th Anniversary Garden Event of the China Welfare Institute Children’s Palace,” Shenshen Hall and Xiaomi again cooperated to hold a colorful “sahuan meeting” and arrange it in the Shenhua Hall coffee area. A very loving little rice POP-UP STORE, held a small rice summer conference. At the same time, the realization of Xiaomi’s attempt to open a physical store and the strong response of the children were achieved.

At present, Xiaomi has entered the Tmall flagship store and Jingdong Mall, realizing the idea of ​​a physical store, mainly operating children's clothing and accessories for 2-6 years old, to meet the fashion taste of baby clothes with serialization.

Xiaomi uses children's perspectives to create a fun and dynamic world for children and let them have a childhood full of childlike innocence.