Urban Beauty: "New" Underwear Develops "New" Way

"Even if a product is very good, customers have to order, and the company will not take full charge of it. It may only produce 50%~60% products. When the market feedback is very good, the company quickly turns the raw materials into products, turns the orders into raw materials, and quickly meets the needs of consumers.

From the supply chain of raw materials to design, production, logistics, distribution plan......

The time is the shortest. "

Zheng Yaonan explains his fast fashion concept.

In a short year, the number of stores has increased from 2700 in 2010 to nearly 4000. The marketing network covers 31 provinces and cities except Hongkong and Macao, and has nearly 10 million members.

If we use numbers to show the strength of an underwear brand, the urban beauty has already firmly rooted in the domestic market, and has won popularity among the people.

In the early April,

"New" is everywhere.

At the brand press conference, the city beauty played the slogan of "new underwear, new you".

Zheng Yaonan explained: "on the one hand is a new brand image, whether it is product structure, product positioning, or LOGO, advertising films, all have been upgraded.

On the other hand, new stores and new shopping experiences.

If the former urban beauty is described by "Xiao Jia Bi Yu", then we hope it will become a "great lady". Therefore, the company should incorporate more fashionable, warm and comfortable feelings in the shopping experience of the store, which involves the decoration, humanized service and staff quality of the store.

Of course, the core and most important thing is that the management of the company must be "new".

Zheng Yaonan's strong pursuit of "new" is also reflected in product design.

In his view, no matter how good the designers are, they can not get rid of their inherent design styles and bottlenecks.

Therefore, the urban beauty product design pattern is made up of three kinds: first, independent innovation, independent research and development; second, buyer, the company collaborate with the world-famous designer studio, draw on good product creativity, and do two research and development on this basis, and develop products suitable for local market demand; third, create a designer alliance, for example, companies often interact with designers in Tokyo and Seoul to find product design concepts and new elements suitable for brand positioning, and integrate them into the development of new products of urban beauty.

On the basis of this model, the company designers also need to go deep into the market, understand the consumption needs, and gather all the information together to develop new products that conform to the company's product positioning and capture fashion elements.

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Be quick and bright.

Talking about "leading the public"

In Zheng Yaonan's view, fashion will soon be out of fashion, and fashion is constantly changing.

Nowadays, consumers can quickly understand fashion trends and fashion elements through various channels, and this rapid capture brings enormous pressure to brand enterprises.

The irresistible trend brings great tasks to the enterprises that make fashion brand.

At the same time, for the clothing industry, it has been said that a product's life cycle has two quarters, and now it may only be one month.

There are 12 months in a year. Maybe the month and month are new trends and new fashions.

Therefore, the brand can not grasp the fashion and the entire supply chain convergence rhythm is easy to be a problem.

How to understand from a deeper level?

Formulation of "white land strategy"

From a small underwear workshop to nearly 4000 stores, urban beauty has gone through more than ten years.

No matter how changeable the export market is and how the domestic market is going to rain, the footprints of the urban beauty are getting clearer and clearer.

It is more difficult to protect the world.

Speaking of the knack of winning the market, Zheng Yaonan told reporters: "I once heard an expert say that there are three levels to win the market: first, to satisfy the market demand; second, to lead the market demand; and third, to create market demand.

I think each stage has its own characteristics, such as meeting the needs of the market is what most brands strive to do, leading the market demand is what some leading enterprises can do, and creating market demand is what Apple companies do.

In 2002, the city beauty created a one-stop clothing store, which successfully created consumer demand in that year.

At that time, consumers need to go to different stores and different brands when they buy Personal clothes. Urban beauty takes underwear, underwear, socks, pajamas, warmth, home and other 8 categories as the 8 major product lines of the store, providing consumers with a one-stop shopping experience.

At the same time, the company has created 4 major brands, including the girls' series of "urban riotous faction", the classic series of "city silk language", the mainstream products "urban couple" and the male product "city front", and strive to create the overall needs of consumers.

Zheng Yaonan said: "we call creative demand" white land strategy "and strive to tap new market space.

At the same time, we also realize that the mining of new market space can not be static, so white will turn into blue sea and blue sea into red sea, thus plunged into vicious competition.

It is with the support of the "white land strategy" that Zheng Yaonan constantly plans and adjusts the development trajectory of the urban beauty brand in the next 5 to 10 years.

Without too much rhetoric, he answered the reporter's question to the specific figures: "in 2012, I hope to expand the number of stores to 4800, and the performance of single stores is 20% higher than that of last year."