What Are The Directions Of Consumption Upgrading In Garment Industry?

What is the direction of the industry's consumption upgrading? What is the logic behind the product? What are the logic behind the product? What are the puzzles in the process of entrepreneurship? In the closed door meeting of DIG and Metersbonwe, the founders of Particle Fever, Xu Xiaoni, co-founder of Wang Chen, Shi Jie, founder of Shi Jie, D2C founder of D2C, and Song Ping, the founder of Sixi, shared their views and experiences.

Founder of Particle Fever nine Jin

Why is Particle Fever particle fanaticism?

According to the world clothing shoes and hats net, professional sports are already a very hot trend that we can all see.

I graduated from Harvard Law School, and I only read about law and mathematics.

One of my partners, Lin Hai, was the first Parsons to enter New York.

The Chinese with a master's degree and his graduation works worked with Lady Gaga, so the two of us decided to make clothes.

And I prefer to do sports. In this category of clothing, sports can combine all our hobbies, so we call it sports and wear experiment ground.

Apart from making costumes, we often make some art installations to make images, and there are no third party service providers.

What holes have been encountered on the road of practice?

I think the biggest problem is the team.

Some employees were recruited when the company was just founded. At that time, the company had difficulty recruiting people. He had worked for a long time (but not suitable) and had never made up his mind to replace it. There may be some tolerance problems here.

Recently, we have been cutting people, recruiting new people, standardizing each process.

Our efficiency is particularly high now. There are 30 people, 15 sample rooms and 15 so-called business departments.

Many people do not believe that we have so many people, because we can do a lot of filming. Tmall is also responsible for its own operation.

I think efficiency is the most important.

Because the first group of people will definitely bring the team in the future, and it will be especially important for start-up companies.

Starting a business is very tiring. Your health is the most important thing, so keep exercising.

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Retail is not the same thing. It's hard for you to use logic to analyze how well a single product can be sold today, half of which is felt, and maybe half of it comes from natural genes.

This part of your judgment may decrease when you are very tired.

This is my own theory, I feel happy and relaxed state, intuitive judgment is the strongest.

How do we decide the quality level of the product?

I pay special attention to the issue of commodities (Planning). Compared with foreign brands, this part is very poor in China.

We are single brands. What we want to do is to be different from all the sports brands in the world.

We are now making the first channel in the whole country. The first principle is that the product of my line can satisfy our mindset in design.

Yesterday, when the product was opened, some people could not feel that there was one missing in the 20 parts. But three partners in our company could see that I felt what was missing today.

This thing is talent. There is no way to explain it.

Our sales volume is very good.

In Tmall flagship store, the unit price of the summer is 600 yuan, and the winter is 1500, and it is never discounted. This year is the only one half a year's 618. Basically, there is not much stock.

On this basis, the click through rate of each single product is 15 days ahead of schedule, whether it should be in season or not.

This is why brands should be done at least for more than three seasons, because many times the analysis of the data in front of you is not necessarily accurate, because you may push the product in the season, or not in the trend, but it will become explosive after it returns to the market.

So when I think about many things, I will set the proportion of the image and the basic proportion. I am too familiar with the industry, including the development of sports fabrics, because we all use the highest quality things.

I can basically know the price of my single product, such as tight pants and sports underwear, and then I will go to the consumer end to see how high his habit of single product consumption can be.

For example, straight men, he buys men's sports short sleeves, he is feeling not good - looking, you do not need to do on the short sleeve this category on this category to do eight hundred to nine hundred pieces of money, you do not discount, will not sell out.

So we have a comprehensive, I, a market department, a designer, operation director four people to decide together.

How long can this small and beautiful business be realized? Can you grow with an independent brand?

I don't want to be, I just do myself.

I believe that most companies do not need to finance the real industry, and they may do LP for the fund.

Since you can make money without financing, you need to raise money, which means that your ambition is big.

If you are not ambitious, tell me that I want to do something small and beautiful. I can fully support all of my people today and live well.

Everyone wants to do sports? That is, the market is very large, and it is very large in the field of clothing.

I believe it is at least slightly higher than the average fashion brand.

What is small and beautiful? I am a very critical person. I think every sentence has its own definition. It is not objective.

Nike is a company that I respect very much, has the research and development ability very much.

It has been doing this for 60 years and still leads the trend.

But I believe that Nike's CEO will not admit that he is a popular brand today. He will also say that he is small and beautiful. He is unique and unique.

Back then, why do we need to define the definition of small and beautiful? That is to say, I believe that making a brand should do what one likes best, and if you are very contrary to your preferences, you will never be able to impress people. This is my point of view.

The second is that I feel that no matter how successful your brand is in business income, you must always find your brand tonality department to digest it.

Your differentiation has always been maintained, plated into the business world, is your premium right there.

Making a brand is completely different from being a platform. Doing the platform is like spreading a pie. The bigger you are, the more marginal you will be.

But making a brand is not. Making a brand is like a nail. It's a nail on the bottom of this big cake. First you have to nail it into the market, that is to say, your differentiation should first attract the crowd of the market, first customers, then you dig deeper into the hole.

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Successful experience is unreplicable, but the experience of failure is mostly the same.

I can only say that doing a good job every day can be done, if too much of the result is no use.

I think the Chinese have a very bad habit from childhood. It is logical thinking training too much, but the education of intuition, interest and brand building ability is very missing. Today, one APP looks pretty good. When I blend into the money, I have one hundred APP to do it, but no one chooses to make a brand.

Why? There are too many supply and aesthetic education requirements behind the brand. It can not be solved by logic.

On the contrary, I think this part is the most likely opportunity in the future. The more difficult it is, the more chance we will have, because we all like to monopolize things.

I think so.

Xu Xiaoni, founder of oxygen

Why do we make oxygen?

My team and I haven't made any clothes before. Everyone is in the Internet industry.

Why did we do underwear later? Because I want to create a sense of trust between users and a brand, and the sense of trust of underwear is more intimate.

I just went home to buy underwear in the shop, and I didn't experience it well.

Once you get in, your aunt will see your size first if you want to sell things. If she is too big, she will also despise her tone. She is too small.

We all do not understand, mother in fact, many do not understand, do not understand it has become the advantage of a salesperson.

The salesperson will take advantage of this advantage. If you say this is not very suitable for me, she will try to help you in the fitting room until you think the underwear is appropriate.

So I met 90% of the girls in China later and said they were 75B, but only about half of them were like this.

I think when you have no idea about this category, you buy a piece of underwear just like buying toothpaste, or buying a bottle opener.

I think women buy things on the one hand because of actual needs and on the other hand they are spiritual.

The brand must understand her, understand her emotional appeal, and even make her become beautiful and confident.

But now most of the underwear brands on the market do not do this.

We do this thing to express concern for underwear through content and content of life.

What do you want to wear for the first time? What do you want to wear for your date? What do you want to wear? We want girls to take this matter seriously, so we choose "electricity supplier + content" as the starting point.

At first, it was in the form of APP, and opened shop in Tmall in March this year.

How do I think of buying underwear with a buyer?

When we started half a year, our mode was not recognized by some investors.

But we are based entirely on the needs of customers. Good-looking is very important for young girls.

Once gathered, adjusted underwear, so that everyone has tasted the sweetness.

But in China's underwear factories at present, there are only tens of millions of adjusted underwear stocks.

Once the product homogenization is very serious, your shop will not be attractive to the young people no matter how they are arranged.

So the strategy of oxygen is to assimilate products with different styles abroad and open up a new underwear world.

In fact, we also pay a heavy price for doing so, because this is not in line with the retail rules, nor is it very popular.

Nowadays, underwear has four brands in traditional industries. How can we break this situation?

The problem is too big.

Now it seems that the supply chain of underwear is totally different from the supply chain of clothing. I try to use some skilled workers in the garment industry, but because of what accessories are, the process is completely different.

So I think this is a good thing and a bad thing, and the good thing is, if there are some small start-up companies or designers, I would like to take a picture of myself as an underwear brand, and estimate that he will not have any advantage, that is, we do not have to be afraid of him. But the bad thing is that we have to develop to a very large scale, there will be some bottlenecks, there are many challenges and difficulties, which are very practical supply chain difficulties. This is what I am trying to do now through some cooperation.

Wang Chen, co-founder of clothing two or three

Why join the garment two or three?

Entrepreneurship is actually a matter of anti routine and anti humanity, because entrepreneurship is really too bitter.

I joined the clothes two or three because I used to be the investor of clothing two or three. After a month, I threw myself away. This is a very big decision for me.

I think the choice of direction, before choosing, you need to be very entangled, you need to think a lot.

The reason why we want to do this is because we see too many girls. Seventy or eighty of their wardrobes are not worn, and half of them are not picked up.

According to us data, an average girl buys 64 clothes per year, and she has to throw clothes 6 times. This is a very big pain point.

Thirty million of the clothes are sold by casual fish every day, but the efficiency is low.

So how can we improve the efficiency in a way that can make girls wear more clothes at a lower price?

So we thought of being the biggest shared wardrobe in the whole country and even the whole world. This wardrobe can let clothes be used every day, let the clothes be most efficient to be worn by more people, instead of lying in your wardrobe, this is our initial intention to do this.

From rent to sale, what is the strategic starting point?

This is an important strategic decision for us.

In fact, there were many challenges at that time. There were many voices in the internal opposition. We were the companies that rent clothes. Why should we sell them? If we want to sell them, do they contradict our original intention? We grew up so fast that we still lacked clothes. Why did we sell clothes?

First, the business mode of selling is better than that of selling.

Because selling cash flow is fast, gross profit is high, and renting is relatively reflux time is long.

If it can be sold, it will always be sold, selling cars is more profitable than selling cars, and selling is a better business mode.

But many people will question that the demand for renting is not true.

No industry in the world has a mode of rent sale, and it will not be rented, because the reason why you rent is often because you don't want to buy it.

The reason why you rent a car is because you don't want to buy it, because you think the rent is more cost-effective than buying, so you will be willing to rent it.

So in fact, from renting to buying, it is not rational.

But why do we believe this is reasonable? The reason is that people are impulsive.

There is such a reason that when a girl rents a dress, or she buys it for a moment, it is irrational.

We also grasp the psychology of users. We hope to rent users in such a low threshold way, so that we can rent 12 pieces on our platform every month, and wear 140 clothes a year, and impulse buying will usually buy more than ten pieces.

We are grasping the impulse of girls.

Actually, looking back on this matter is a very important strategic decision.

When you make an attempt, there will be many voices against you in the team.

But competitors are progressively step-by-step and stick to stereotypes. Only you suddenly break the rules and do something different.

Risk is directly proportional to return. When people sell clothes, they first jump out to rent clothes.

Everyone thinks we are stupid, and it may be silly at the end, but once we get this done, it is a barrier.

After 35 years, how much will the rents go to?

Everyone is asking us this question.

The size of women's clothing in China is around one trillion. What we do first is a white-collar worker from 25 to 35 years old in a second tier city. About thirty million people.

My personal idea is that in three to five years, 10% of the second tier cities are three million members.

As for the comparison with the American Rent The Runway mode, they have been established for eight years since 2009, but they are actually different companies. There are no such big differences as Uber and so on. I give two examples.

Why is China's electricity supplier doing better than the US electricity supplier? China's takeaway market is 30 to 50 times the takeaway market in the US.

The core difference is two points. The first is labor cost, and the second city density determines the development of these two industries.

Because the electricity supplier in the US is very expensive in infrastructure, and the cost of manpower is very expensive, which leads to the high cost of distribution.

Because retail is essentially the cost of goods circulation, in fact, we all drive to a place where shoppingmall retail efficiency is high, or you let people deliver door-to-door efficiency, in essence, this is the case.

But in China, there is a gap between the rich and the poor in a city, which leads to the issue of distribution, whether in the electricity supplier or the takeaway.

This is not true in the United States, because the cost of circulation is too high.

Similarly, there are two points in our mode of leasing, one is express delivery, the other is cleaning, and half of the cost of cleaning is manpower, so seventy or eighty of my cost is manpower cost. Second

The difference between China and the United States is one to six. The cost of express delivery in China is 1/6 to 1/7 of the cost of American Express, and two times that of the United States.

So from a cost point of view, China's rationality of doing this is more reasonable than that of the United States.

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Shi Jie, founder of Tsu Su

Why do you do tesiu?

I had nothing to do with the clothing industry. Before the Internet Co, I began to enter the garment industry in 2010.

Because at that time all my friends were sellers on Taobao, when I wanted to enter, I chose ladies' clothes.

Women love new things, but brands will grow old and new things will come out.

Women's clothing is a non-standard, personalized thing, that means that as a small white, if the tuition fee is almost the same, I may still have the opportunity, so I chose this category to enter.

Later, we found that the electricity supplier industry has changed dramatically due to social networking and content. We have chosen to pform to the net Hong Kong electricity supplier. It is positioned as a fusion of opinion leaders, content, retail content providers and MCN companies.

Many people mentioned that net red thought of free traffic. In fact, traffic is only one of the results of the advantage of net red mode. In essence, the net red brand has realized the organizational pformation of the retail enterprise, and has become the retail enterprise of the Internet gene.

How to define explosive payment?

At the very beginning, we should do the same as the general Taobao brand.

Later, rethinking the industry and rearranging it.

At that time, because, in essence, the retail industry, Taobao opened Taobao stores on the top, and it was essentially retail. What exactly was the most effective way to make women's wear retail? Later on, the two core resources were limited: whether offline or online, people who entered the store every day were limited; second, after they came in, the SKU we provided them was limited.

In the case of two limited resources, even if the company is bigger and the chance of each product is limited, then how can it achieve the highest efficiency and the highest output rate? In fact, it is the so-called explosive payment. When everyone at Taobao knew that it was going to push the explosion, the question became, "what is the explosion of money?" maybe all the sellers had thought about this problem. Taobao searched inside, searched out the sales order, and the top three sold most of the explosions.

But in fact, this logic does not hold water, because many people may sell a lot of money, such as smashing ten million, selling fifty thousand pieces, and selling five thousand pieces for two hundred yuan. In fact, the five thousand of the latter are explosive.

According to the sales volume, there is no way to judge the explosion charge, because the real burst is the most efficient.

After finding this definition, it went down to the business level, and then built a data model to define what the money was.

Then proceed with data.

Taking the two results as a comparison, when I first started making women's clothing, the front one broke down, and then it took a year. At the end of 2011, 100 thousand yuan made a new store, which made Taobao ten in a year.

At that time, it sold 7.8 million yuan per day, which was higher than that of Han Du house, and did not take wind investment. There was no loan, only 100 thousand yuan.

There are at least about one million of the women's clothing on Taobao. In fact, when we are doing second stores, the team members are less than the original ones. It should be said that the team is weaker than the original, and the money is less than the original ones. So why can the time of a year turn from zero to the top one hundred of the one hundred?

It is equivalent to you doing things from the perspective of God. There are one hundred thousand pictures on the Internet. Others are muddled, and you may take advantage of the sales rank.

But we know what the 10 most profitable months are, so the cash efficiency of each section is very high, and the sales and collection rate of the whole store is very high.

At that time, the average store rate in general was 5%-6%. Our store was 15%, three times, or one hundred people on average. About 15 people collects our shops.

Conversion rate is also, at that time, the shop did not have to consider the inventory, for example, if there is inventory in the autumn, when the impact is not discounted, because the realization efficiency of the picture is too high, when users see it, the impression is too strong.

Is there a methodology from the initial business to today?

A later experience, that is, all entanglements must be problematic.

Right or wrong? If you don't want to understand it, you don't have to think about it. It must be wrong.

The second is that in the process of our team and enterprise development, if any matter is not resolved for more than three months, we must stop.

If it is not solved for three months, it will basically not solve it.

Either the core person is wrong, or the core method is wrong. Anyway, it will be a waste of time if you continue.

After three months, no solution, reset, rethink, change the way or method.

The third point is not to consider any traditional practice.

No matter what others do, authority is totally ignored. The bottom is completely cleared.

The core is to be an outsider to look at everything.

D2C founder Shi Li

Why do we do D2C?

The reason why I did D2C was very simple, because I was old enough to buy things in one place, and I didn't want too many choices.

So after visiting a lot of buyer shops, at home and abroad, I feel that there is no easy purchase for me, not only the environment is relaxed, but also the price is easy, because I did not see it, I wanted to do it myself.

At that time, I knew nothing about the industry, and found the designer association to cooperate with these predecessors.

But later I found that what the predecessors did was not recognized by the fashion industry, nor did I approve of it. I felt that there was no difference between the trademark and the trademark.

There are even so many designers who go to the outside to stock up for me to sell. We are very sad, though they also make money and have a turnover of 6. 7 million yuan a day, but I feel that this is not what I want to do.

Later, they did not cooperate with the designers. They were actually a small group, and the products were not sought after by young consumers.

I saw a lot of people in pursuit of foreign brands, went abroad, Italy, France, to buy, to analyze, other buyers shop in China what brands, we can buy it to buy, and then invited the Italy architects in Hangzhou chose a space, do a special concept, because the concept, to have the feeling of exploration, so the ground is uneven.

It caused people to hang out in my shop, wear high heels and fall down, and I also lost sixty thousand yuan.

The opening day was very good and sold about one million. I think this thing is finally reliable.

There are only a few stores in the market. We have a lot of space to do.

As a result, the second day turnover has gone down sharply, and there has been little business behind it. It has been reduced to some local TV stations' lending places and rented clothes for others.

After analyzing, this is a false proposition. If we say this thing is done, we will have done it before. The company of more than 100 years has much more resources and money than us.

We all buy on behalf of the purchase price is very cheap, and these foreign hall brands are all the standard products, and we are not on a ship, they will not bend for the Chinese market.

Finally, we choose to cooperate with some new designers in China.

At that time, they had nothing like us, nor did they become famous.

Many designers of our cooperation are very immature. In other words, these designers can throw them into the natural growth environment, which may be very difficult to develop.

We are independent APP, we did not choose Jingdong or Tmall. We tried and found that these channels do not match us.

We didn't get traffic on micro-blog's social media. We did more marketing.

Explosion is the only thing that excites me in recent years.

Over the past few years, we have created a lot of so-called "explosions" which are not under the rules of Taobao search. They are popular in the streets of the fashion circle. In Hangzhou, Beijing, Shanghai and so on, there are always people selling the "exploding money" that we are selling.

I'm glad we didn't miss these explosions, and we worked with the designers to get things done.

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How to price a product?

One thing I want to do is first tucking up the slot. I particularly disdain those who watch the pricing of the channel, ten times and twenty times in other homes. Today, they are playing 2.5 to 7 times on Tmall, and the same products are priced differently.

The cost gap is not so great that we do retail, so in this process, we have been guiding designers to make reasonable pricing.

Some Chinese designers will think that pricing can not be set low, because the price is a symbol of brand status, so some brands may be really divorced from reality and much higher.

As we just said, after three or two seasons, the market test will start to return to reason.

I never look at the cost of the product itself, because I can not reduce the quality to reduce the cost. We can only improve efficiency.

Or you can increase the scale of purchase, or upgrade some craft, but there is no change in quality.

For example, we made an optical fiber luminescent garment last year. The clothes are not developed in China now, and many people imitate and imitate them. It is also very expensive. The fabric we bought in Italy is almost nine hundred yuan per meter, but my clothes only sell to more than 1000, and the price is very good, and nearly three thousand pieces are sold.

But the same down jacket, our single down jacket can be sold for over 100 million, and the volume is not big, but the gross profit can be very high, and I can earn at least more than 2000 yuan for a down coat.

Therefore, we still pricing according to the user's feelings, not in accordance with specific companies, especially when the price is above, it is not necessarily a template to explain.

Song Ping, founder of the first hee International

Sun hee International

I first started my business in Yancheng, a small city in Jiangsu. At that time, I was different from all of you. Everyone started graduating from college. I started to do it after I was born, especially for children.

At that time, the best children's brand in Yancheng, Jiangsu was 700 thousand share. I spent three years to make two children's clothing brands thirty million. In that year, no brand in the clothing industry in Yancheng exceeded eight million.

In this process, I have been upgrading the mentality of strange, and later got the entire Jiangsu children's brand direct camp.

In 2008, in Nanjing, I said that the share should be one hundred million (when the whole downtown area was two million), and no one believed it.

Later, we spent three years, until now the share is 136 million.

It is of particular importance to be unique and unique in products.

In the Internet era, our employees and consumers can become designers, consumers and even salesmen of products, which we are thinking about.

Reflections on existing models, markets and users

In the next ten years, what kind of brand do we hatch in children's industry? It should have three principles, the first principle, the sole principle and the unique principle.

I have been considering, from the business mode, the Internet has developed so fast, and the traditional industry has not come out to overturn itself.

More than one billion of the clothing companies are afraid to go through the online and offline business, including the Barbara, which we are now working on, has a share of ten billion, but it is online and offline.

When thinking about new business models, online and offline must be integrated; in terms of store opening, we should also take into account the new retail experience and functionality; get rid of the traditional cost mode, so that employees and consumers will become our Trinity business department, that is, the designer of the product is also a consumer, and a sales person.

I have been thinking about this business mode.

How to expand the new market?

If you want to occupy a city, you have to study the city, its core channel, crowd, brand influence and so on.

Let's talk about a case. When we went to Nanjing in 2008, the impact of the Internet was not so great. The position like Confucius temple is definitely a commanding height of brand strategy. You have to open a shop.

The same is true in shopping malls. The business circle in Xinjiekou is sure to occupy.

In my past, the most important battle was to open a large store.

At that time, I opened second large-scale stores in Jiangning, and I took six hundred square shops. At that time, it should be said that all industries did not dare to take them. Their average area was one hundred to two hundred square meters.

We talked about the best place for rent, and of course the details were more numerous.

After this shop was completed, I invited all the party members I could think of, such channels as I want to enter, and important customers to the Nanjing industry, and made a press conference.

This is four years ago. At that time, we said that this is the first store in the country. It has achieved about twenty million single store sales in the year before, and it is profitable.

For brand promotion, do not open some invalid shops. If you want to start, you will have enough strength. What you want is worth the investment.

You have a lot of small losses, and the staff are also consuming too much. There is no way for the employees to concentrate their firepower on a place to fight. So I think in a city, first of all, occupy the commanding heights. The second is to irradiate the people you really want through this commanding point, and then do some promotion on the brand.

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