Initial Language: Is "Reverse Growth" Or "Blind Test Of Water" On The Line?

In recent years, "European and American hot", "Japan and South Korea" and other styles.

The brand is still favored by domestic consumers, and Chinese local clothing brands also have a number of new shows.

According to the data, in 2015, the total inventory of enterprises in the clothing industry above Designated Size reached 203 billion 340 million yuan, an increase of 5.76% over the same period in 2014.

And related people said that the total inventory of enterprises in 2016 will continue to rise.

This shows that fashion brand pformation is imperative.

along with

The rise of many domestic brands has also been popular.

Taobao, Tmall, Jingdong, Amazon and other electricity providers, all the way to win the online brand, has also become the preferred consumer online shopping.

Ranked Taobao

The first ten "initial phrase" is a good example. It attracts more than 1 million 500 thousand of consumers' traffic annually on Taobao platform.

However, online product services will not catch up with consumers' offline experience.

In 2015, the initial language shifted from online to offline. It opened two entities stores and set off a wave of offline stores.

How did it get out of this wave and how to innovate and extend product services on line?

By Jingdong Dongfeng Tmall, all the way up the network red card.

In 2006, the first language was founded in Xiamen. The founder was Shen Yi, a Post-80 independent designer. In 2013, he joined the Hui Mei Group and became the local clothing brand of Hui Mei.

From the beginning of its business, the first language has always been the integration of clothing and the Internet, and in 2014 it became the original authorized business of Tmall.

Subsequently, it quickly covered Jingdong, vip.com and other major online shopping platforms, becoming the red card of the Internet.

In 2015, the success of the first language was ranked TOP5 in the sales of Taobao double eleven women's wear brand. After Korea's clothing house, UNIQLO, Yin man and Artka, it ranked the fifth, becoming the most famous original brand of women's wear in the Internet.

Why is it called initial language? From the literal name of brand names, at first, representing knives and clothes is the beginning of cutting clothes.

Words, representative words, the inner expression of my voice.

Therefore, the initial language is not just a brand and clothing, but to the consumer to wear a collocation and independent spirit of life.

Its consumer groups are mainly concentrated in the age of 25~35, whose clothing style is dominated by literature and art and urban fashion, once known as the art wave brand women's clothing, and quickly captured a group of loyal female white-collar artists.

In addition to the simple white collar fashion design, the initial language also provides children's clothing products for children. I hope that through the detailed design of children's clothing, we can convey the attitude of "let parents grow more with their children, and only accompany their children to play together."

There are loopholes in online business: lack of experience.

Online and offline is always a game. Now the price of goods is no longer an important factor affecting consumers' shopping. Offline interaction and emotional interaction have become the support point for customers to shop.

For example, the brand of the same format, consumers prefer the integration of products and services on line and online.

For example, for a commodity that has just been listed without market research, blind launch and production are at risk. This is also a lot of retail clothing brands. It is not sure how many consumers are willing to pay for it.

Therefore, consumer experience is not enough, and brands and consumers are difficult to connect immediately.

To solve these problems, the first language decided to use offline experience shop to make up for online service and operation loopholes.

New products with more than 2000 words per year also bring more sense of clothing experience to consumers in offline stores.

At the same time, in the product development, the initial language predicts the future market trend and trend through the online sales situation, and finally carries out the design and production of the product.

Is "reverse growth" or "blind test of water" on the line?

In 2015, the initial language was set up under the Guangzhou sun Xintiandi line, and in the middle of the same year, the initial language opened second stores in Wanda Plaza, Putian, Fujian.

200 square meters of area, with women's clothing, shoes and hats, belts and other commodities, store design is concise and capable, with yellow and white background, neat and scattered clothing display, to attract customers' eyeballs.

In addition to simple and generous store design, the initial language also uses online and offline real time parity to introduce online consumers to offline, allowing customers to experience online while enjoying online convenience.

Customers pick up the phone, open WeChat or Taobao APP, scan the commodity two-dimensional code, you can see the initial online and offline commodity prices, also enjoy the online activity discount.

Such a mode also allows the first language to become the first female clothing store in Guangzhou.

At the beginning of its business, the introduction of 3D fitting mirror was introduced to enhance the online and offline experience of consumers.

As long as customers stand in front of the screen, they can try on different numbers and styles of clothing, and really restore the upper body effect of clothes.

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At the same time, the initial language will also cooperate with a number of local enterprises in Guangzhou regularly to purchase special locations for the employees of these enterprises.

And at the beginning of the opening stage, it adopted the "star effect" to increase consumer's recognition of the brand - invite many fashion designers and Shang Wenjie to become their own brand spokesperson.

The first language to invest in the physical store is also the beginning of the brand's long-term development. It has a product chain from design to output, including design, online and offline sales, and unified production channel integration.

In the next few years, the integration of brands under the online and offline channels is an inevitable trend, and the opening strategy of the entity store is still the trend of the times. However, the relationship between online and offline will not be deliberately combined.

At the time of the O2O model, the online business platform also hopes to share the market.

However, no one knows whether the Internet brand will open online and whether it can succeed or whether it can complement each other online or offline.

Because of the inertia thinking of the Internet, the electronic business platform has insufficient knowledge of the complexity of the entity store, which leads to the fact that the electricity supplier will be thrown into the wall in the store preparation period, for example, rent cost, personnel and management cost.

But it is worth affirming that the current online experience can not replace the offline, after all, the texture and visual sense of clothing can not be obtained through online experience.