Nbang Cartoon Costumes After 85 Consumers

Qi Mengshuo was born in 1988.

It is such a senior buyer who faces extreme entanglement in the face of the cartoon series T-shirt product MTEE released this summer by US bond clothing. On the one hand, MTEE is on the side of American Apparel and UNIQLO.

The yuan in Qi Mengshuo's hands still went to UNIQLO. His explanation is, "there are too many people wearing American state clothes, so it is easy to crash shirts."

Qi Mengshuo's shirt is not too worried. This year's MTEE

Selling crazy MTEE

MTEE can be interpreted as "My TEE" (my printed T-shirt), also known as Meters/bonwe TEE (MTS bond printing T-shirt). According to the American bond dress, it is almost certain that these printed T-shirts with all kinds of cartoon characters will be one of the highlights of the first half of the year.

As of August this year, the total sales volume of MTEE series clothing has reached nearly 3 million, and the dynamic selling rate (sold out rate) of many T-shirts, such as Madagascar, Hello Kitty and black cat sheriff, are all over 90%. Compared with Zhao Weiguo, the general public clothing brand, the dynamic selling rate is at 70%~80%, and MTEE reaches 90% of the dynamic sales rate.

This shows that the acceptance rate of the market is quite high. This is the 4 month after the big hit Transformers animation card sold in 2009 for more than 100 t shirts.

In 2009, the "Transformers" series of clothing developed by the United States and the United States paramount film company and Hasbro Inc sold more than 100 pieces, and the sales amount exceeded 100 million yuan, which has attracted more than 3000 million people's attention on the Internet. This has made American bond costumes extremely exciting. In March of this year, the United States dress "Meige two degrees" announced that it had reached a strategic cooperation agreement with Spielberg's DreamWorks. From the beginning of this year, 3 year's clothing products including the "Kung Fu Panda" and "Shrek" and other Hollywood cartoon images will be launched. In addition, the series of T-shirts with "Monkey King" and "Hello Kitty" will be launched in cooperation with the Shanghai art film studio and Japan's Sanrio Co.

And all kinds of classics

Baleno's brand and its headquarters in Hongkong, Germany, has been making similar attempts in 2007.

In 2007, de Yongjia launched a series of costumes, which included some classic cartoon characters of Disney.

In 2007~2008, Baleno also launched a series of costumes with Japan's "Duo A dream".

In April, Semir jointly developed the "Iron Man" T-shirt with the "Iron Man" side.

UNIQLO introduced the Mitch mouse T-shirt.

In the clothing industry's "cartoon whirlwind", in fashion designer Chen Huihua's view, it has reached the level of white hot this year. She said: "consumers, especially young consumers, have a strong impulse to return to frankness."

It is unknown whether businessmen satisfy consumers' impulse or consumers provide clues.

Zhao Weiguo believes that the clothing brand of the United States, such as Semir, previously defined the target consumers are relatively general young people, including middle school students, college students and newly graduated college students, who have a wide understanding of young consumers. In recent years, apparel companies such as Smith Barney and Semir have begun to adjust their clothing sales channels, starting with mainly relying on agents to ship, and began to build more and more direct stores.

Their advantage is that they can conduct product development based on the sales data of Direct stores, so that they can observe the emerging consumer groups "85 after" and "after 90" closely, and MTEE products are in the middle of "85 after" and "90 after".

Zhao Weiguo said, compared with the "60" and "70" consumers, the "85" and "post-90s" are more influenced by cartoons in the growing process. Moreover, after "85" and "post-90s", they have a large number of contacts with the Internet. They also have different knowledge of cartoons on the Internet. They grew up with cartoons. Before they thought that cartoons were only a factor that could play a role in the field of children's wear, but after "85" and "post-90s" grew up, the pure and naive cartoon images used in children's clothing were gradually pformed into popular clothing brands, which became a fashion with adults and clothes.

In a T-shirt of MTEE, the positive print is Sun Wukong holding the land. This kind of modeling is quite surprising to the consumers who are familiar with journey to the West. No matter in the TV series or the novel, the land is either being asked by Sun Wukong to pull a mustache or to run around the mountain with Sun Wu's Golden hoop. When did he see him respecting the old and loving the young?

The designers of Smith Barney's clothes went the other way. Sun Wukong was put on a red scarf and his arm was greedy with the envy of the young pioneers. The sign "three bars" was a big surprise.

It was written in English that "YOUNG PIONEER IS MY NAME" (the young pioneers were my name) was very popular.

"A T-shirt is the familiar image and elements of this generation, reflecting the rebellion of the younger generation, but it does not exclude the mainstream personality," an insider said.

Fishing net type "round up" potential consumers

The modernized adaptation of the classic image is not the only trump card of the American state dress. Compared with the cartoon series clothing product that only launched the theme of "Transformers" in 2009, this year, the MTEE of the American Bon apparel has launched at least eight series of T-shirt with cartoon characters above the theme. A consumer who likes watching cartoons can always find a T-shirt that suits her taste in the product line of MTEE. This fishing net strategy divides the products highly, so that consumers who love each other have their own needs. Semir and UNIQLO are also making authorized development of cartoon images, but in the rich and fine division of patterns, they are not in the same order as compared with the American dress.

The strategy of the cartoon base camp is very confident for the insiders of a US state dress. "Every animated image has its fans, and these fans may also become followers of the United States as a result of these images."

Zhao Weiguo said that a very hot strategy in the operation of the MTEE series was reflected in the price setting. He said: "the price ratio is very attractive to the" 85 after "and the" 90's ".

"85 after" and "90 after" have a habit of consumption, willing to amuse things, they see more things, more powerful, in addition to aesthetic ability, but also sensitive to price, willing to buy value for money or value for money, MTEE meets their needs.

Although the price threshold is very low, the gross margin level of MTEE is not low, the industry said that its gross profit margin is higher than that of the general clothing products of the company, which means gross margin is around 40%.

Zhao Weiguo also said that the hot selling of MTEE has much to do with the choice of spokesperson. Jay Chou, a spokeswoman for MTEE, hip-hop STOCREW and BEATBOX, has a large number of fans in "85 after" and "90 after", which will also bring about an increase in sales.

However, Qi Mengshuo, who bought 5 years of American state clothes, seems to be starting to "upgrade". He explained his choice of UNIQLO. "After all, UNIQLO is an international brand."

This is indeed a serious consideration for the United States and the United States.