Liu Shuang Talks About The Development Of Men'S Own Brand

In October 24th, targeting domestic

The private brand in the online market is strongly squeezed by traditional brands. Liu Shuang, founder of the NOP, believes that the popular development route similar to ZARA is no longer suitable for men's own brands. In the future, the development of private brands must create new market value and small crowd development.

It is pointed out that in a mature brand market, there is no development opportunity for new brands, and men's clothing is such a market.

"The original brand has set up a high enough threshold, and the new brand is hard to overcome the initial stage of development.

Europe and the United States are now selling brands 20 years ago, and the development of domestic Internet brands is only a matter of time difference.

Billion power network understands that at present, Europe has already developed a number of mature niche brands: these brands are not established for a long time, usually in 5 to 10 years. The products have a unique style and a wide range of customers, but old customers have similar religious beliefs to brands.

"They are on the opposite side of the fast fashion brands like ZARA and UNIQLO.

ZARA launches hundreds of garments every year, and these small brands may only launch several or more dozen items, and pursue them for a long time.

Because ZARA and these are not competing on the same line, ZARA can't hit them. "

Liu Shuang said.

Liu Shuang pointed out that the development of this kind of minority brand usually goes through two stages: the first stage is "words", attracting users with prominent visual style, and there is a strong distinction between styles and styles with other brands.

The second stage is "consciousness". What is more exquisite is a kind of life experience.

It is understood that at present, the domestic electricity supplier market has begun to appear such a small brand, such as the national wind, the Tang style wind and so on.

Liu Shuang is very optimistic about these brands.

"Fragmentation of consumer groups is very fragmented, traditional enterprises are hard to go online to promote similar brands.

And then

"What we have been pursuing is the most fashionable things in Europe and America."