Two Years Added 800 Stores, The Annual Growth Of 80%, Red Bean Home Blowout Fission

In 2018, the total retail sales of consumer goods in China reached 38 trillion and 100 billion yuan, an increase of 9% over the same period last year, and the growth rate decreased slightly compared with the same period last year.

Under the chill of the overall slowdown in retail sales, the sales of red bean home sales increased by 58.76% over the same period in 2018.

Among them, chain monopoly business grew by 84.82% over the same period last year.

By the end of 2018, the sales scale of red bean home chain monopoly business reached 51.22%, which became the main driving force for the growth of red bean home scale.

Scale effect, layout area

After breaking through the bottleneck of thousand shops, red beans have increased more than 800 stores in a short span of two years, and the number of shops has entered a rapid growth period. By 2019, the number of stores has exceeded 2500, and the overall scale has steadily increased.

In the past few years, many brands have been expanding their stores to support growth in the number of new stores.

This method is quick and effective in the short term, such as a shot in the arm, but after a period of time, it will find that there are bottlenecks in the expansion of stores. Blind expansion of the scale often results in problems such as unsalable products and shortage of funds, thus endangering the survival and development of brands.

And red beans home is well aware that single shop income increase is the guarantee of profitability, only a single store performance improved, in order to open shop, open a good shop.

Red bean has always been concentrated in the area as a unit.

After practice, red bean home, Yichang, Yancheng, Cangzhou and other cities have won periodic victory.

The situation of multiple stores will not only affect the performance of the stores, but also expand the coverage, form the polymerization effect, seize the regional market "discourse power", and effectively create the regional brand effect of the unique red bean home, greatly enhance the brand's influence in the local area, and at the same time, provide a huge impetus for the orderly operation of the regional market.

At the same time, analysis data show that the performance of red bean home in the complex shopping mall store is also far higher than other types of shops. Accordingly, the direction of red bean home opens shop from Street store to shopping mall.

As a better selling brand in the shopping mall system, red bean home has many strategic cooperation relations with Wanda, Suning, wyue and many other shopping mall. In these shopping mall, red bean has the first-rate quality shop resources.

Product innovation based on Innovation

If a brand wants to be recognized by consumers, it needs to have the ultimate product. If a product wants perfection, it needs constant iteration and innovation.

Red beans home has been committed to product research and development, through fabric, design, workmanship and other systematic innovation, constantly for product attachment, promote product iteration.

In the early 90s of last century, nurses' shirts were popular throughout the country, and factories were still working overtime.

The nursing shirt has become the classic work of coloring and coloring of the early underwear, and is also the "ancestor" of the product's iterative innovation.

Red beans are home for decades.

Following the successful introduction of the autumn and winter new product of "red bean velvet" underwear in 2014, it was recognized by the market. In 2015, the company developed a revolutionary epoch-making product, red bean and cotton, to meet the new needs of consumers.

In 2018, red beans launched new cotton candy at home and upgraded to 2 series of red bean floss cotton candy in 2019.

From red bean paste to red bean cotton to red bean floss Cotton Candy 2 series, red bean home constantly develops new products, renewing iteration, with high quality products to meet consumers' "beautiful life needs".

Compared with the red bean floss cotton candy 1, the red cotton floss Cotton Candy 2 cotton yarn has upgraded from 40 to 60, the fabric is more dense, softer and firm.

In addition, the red bean floss Cotton Candy 2 uses the red bean's original "cut and blanching" process, giving the soft pursuit to every detail of the product, allowing users to experience the distinctive softness and comfort.

User centered category

Any brand development, products are fundamentally competitive.

In the red bean home, in accordance with the principle of "all users have the final say", we find pain points from customer research, make full use of user thinking, organize R & D personnel to carry out technical tackling, production tackling and quality tackling. In the spirit of "focusing, extreme and word of mouth", we study various aspects of products and create a batch of functional and healthy categories that are loved by consumers.

At present, the red bean home is working with Japanese senior underwear designer, Italy Milan home dress designer and Japanese bra designer to upgrade the comfort and aesthetics of the version.

Specially invited professional inspection companies in Beijing to jointly explore the establishment of red beans home comfort index, confirm the main product experience characteristics, establish evaluation standards, let red bean home "comfortable for life" is not only an indescribable only meaningful experience, but has the detection basis, to the extreme.

Brand building closer to consumers

Compared with other brands, the "national underwear" red bean home brand building strategy is also unique and more intimate.

In traditional advertising media, her advertisement is not common, but she chooses the money in the core place: consumers touch and experience.

Store is the most direct contact point of red bean home and consumers, none of which is highlighting the health and comfort essence of products.

Vision, hearing, smell and touch are a series of contact points in stores. Red beans are home to create more comfortable shopping links for consumers.

WeChat public number and jitter are the most recent contact media between red bean home and consumers. Consumers speak freely on the red bean home public address. After being accepted as the finished product, they can also try out the experience for the first time. This kind of participation makes the consumers on the platform become the loyal fans of "red bean".

Every suggestion and suggestion of red bean home for red powder has been seriously studied, responded positively, and has been constantly applied to production improvement, so that the products really satisfy the consumers' "beautiful life needs".

Unlike traditional clothing brands, red beans do not close to consumers in the form of sales promotion, while new products are close to consumers. Products are the protagonists. The appearance of new products has become the best marketing. Red powder and brand have been linked by product pain points, and the products have more interactive experience.

Therefore, every product released by red bean has won a large number of loyal fans in various regions.

In the 2019 conference of the 2 series of red bean floss marshmallow, on the spot interaction and model show, the red and customer touch experience the heating underwear of red bean paste and 2 underwear of red bean floss marshmallow, and feel soft and comfortable effect personally.

On the spot, red powder shows that the hot red bean paste thickening underwear is suitable for the elderly at home, while the cotton candy 2 series is more suitable for children to wear, and two underwear to meet the needs of different groups.

The ultimate supply chain system

Red beans home has weaving, dyeing and finishing, clothing and other internal factories, has a strong fabric design and R & D capability, the price of electricity providers.

At the same time, because red beans advocate healthy and comfortable home, dedicated to mining users' pain points, the concept of products that make consumer demand has been recognized by world-class suppliers.

MITSUBISHI Chemical Corporation, Baron Oriental Limited by Share Ltd, Japan JASS, Lun Jing Fiber Co., Ltd., Ying Wei Da and so on signed a strategic cooperation agreement with red bean home to provide more competitive products for red bean home to meet the growing consumer demand.

The flat and efficient management of red beans is not only able to get real-time sales data and inventory data of terminal stores, but also provide relevant data for terminal consumer needs, and provide data support for product distribution, purchase orders, display of goods and product development, so as to realize the flexible supply chain and serve the maximization of store sales.

Full trusteeship pool mode

A good business model is half the success. The high quality mode is the foundation to ensure the interests of customers. Red beans carry out the "three priority" red bean mode and implement professional standardization management. These management systems are integrated into standardization and training systems, and are constantly optimized and improved to ensure the implementation of all aspects of the store standard.

The joint venture's choice of cooperation with red beans is not only advantageous to store selection, but also has no worries in goods. Red beans are home to open up the supply chain, providing comprehensive management of goods export, goods management and goods marketing, so that the joint business can be fully managed to achieve real zero inventory and no risk.

At present, the red bean has more than 500 joint ventures at home. These associations have repeatedly chosen red beans to keep their homes open, and one of them has opened 19 stores. They say that in this extremely competitive market economy and Internet era, hand in hand, cooperation and win win is the choice of the times. Choosing a good partner is the premise to reduce risks and ensure profits. Red bean home is my best choice.

Many years of cultivation, the red bean home not only won the consumer trust, the joint business of approval, also gained a high degree of affirmation of the industry, a number of awards.

In 2018, the red bean home company was awarded the honorary title of "comfort fabric advocate", "functional underwear leader", "2017 China's underwear industry ace terminal", "2017 China underwear industry ace chain enterprise" and "China underwear industry benchmarking enterprise" issued by the association.

In the future, red bean home will continue to adhere to the user first, take "comfort for life" as the brand positioning, take product innovation as the breakthrough point, and associate operators to promote the vigorous development of the inner wear industry, and create a better future.

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