Is The Soft Collection Store That Delivers Life Style An Underwear Retailer?

At present, China's underwear market has more than 200 billion yuan, underwear category is becoming a new growth point of apparel industry, and in a high-speed growth stage. However, according to the data center of the win win business center, the average underwear brand of the shopping mall in the national key cities accounted for only 1.85% in 2018. Most of the underwear brands took the same competitive route, and few representative leading brands could meet consumers' demand for personalization, high quality and high performance price ratio.

Under the trend of branding, refinement, high-end and personalized consumption, the underwear brand has shifted to the shopping center channel, and the layout of the shop has paid more attention to the scene experience, paying more attention to the autonomy and privacy of shopping. The product range tends to multi category development, such as integrating into the home products series, creating multi category collection shops to meet the diversified needs of consumers.

Liu Zhi, chairman of the ROMED MAORE beauty brand, was interviewed to get a better understanding of his brand story and development plan, and to talk about how to transform the underwear brand in order to highlight the tight encirclement.

Liu Zhi said that in recent years, China's retail terminal competition has become increasingly intense, and the collection store has become a powerful new force. The form of a soft collection shop is not to sell the product itself, but to provide a quality shopping experience, convey a concept of life that matches the brand proposition, and sell a future life style.

　　 First, soft home life collection shop, one-stop shopping is more enjoyable.

In the past, the category of lingerie shop was very simple, and the beauty was unique. It centered around the role characteristics of women as a leader (consumption level), expanded the commodity category of terminal stores, and built a collection store of home based mainly on personal clothing, and realized the transformation from individual shopping to home shopping.

Create the product structure of "point to area", with "underwear" as the point, "home life category" as the aspect. The products are mainly divided into 13 main categories: bra series, underwear series, home wear series, men's series, sports series, fragrant smoked series, household appliances, hosiery, accessories, bags, sunscreen clothes, sun helmet and dust respirator. There are more than 3000 SKU, which keeps the new frequency per month.

The collection of soft home life is a systematic presentation of commodity consumption scenarios, and there is a strong correlation and match between store goods and goods. More than one category can also satisfy consumers' more consumption needs. Compared with a single entity store, the one-stop shopping experience of collective store mode can not only save consumers' shopping time, but also enable consumers to buy more enjoyable. It is understood that sales of soft underwear category account for only 30%, and the profits provided by household categories are rising sharply.

"We should not only make it more suitable for the market, but also be more suitable for consuming people, so that we can form fast sales," Liu Zhi said. The new generation of main consumption groups generally have higher education and pursue quality of life. In view of the consumption trend of this group, the soft product style is also between the grade and the price performance, and has found its own precise positioning.

Bringing together the original power of hundreds of designers in Europe, integrating art and function perfectly and giving unique life wisdom to provide consumers with products that lead fashion, quality and price.

　　 Two, the fundamental of new retail: everything is centered on consumers.

Liu Zhi believes that the difference between traditional retail and new retail is that new retail is a "consumer, goods and market" Reconstruction Based on consumers. It is based on big data and artificial intelligence technology to build a consumer centered brand ecosystem.

According to Liu Zhi, there are two consumer research centers in the United States, one for consumer demand and the other for products. The thermal map, merchandise sales and online feedback, which represent the needs of users, will be organized into the consumer research center, translating user data into user needs through large data processing, or even exploring the potential needs of users, then developing new products and upgrading products, thereby affecting the physical store sales strategy.

The other is consumer behavior and experience. Since its establishment, the United States has accumulated about 500000 fans, both through word of mouth, and through small red book and other new media channels and KOL cooperation to publicize the brand so as to attract more new customers. These 500 thousand fans are also important tools to enhance product quality. Fans can feedback the experience of a product at any time in the soft community or the new media channel, and can even directly ask for the demand. A high level user can also directly talk with the designer and participate in the product design.

With its stores and products as its carrier, the United States makes consumers an important part of the flexible business model. Through data analysis, it can capture and explore user needs, and grow with the continuous expansion, precision and accumulation of user demand, so as to continuously provide consumers with products that meet the needs, and make consumers and brands form a symbiotic compound life body.

　　 Three. Create a beautiful life scene for people's freight yard.

"The current business revolution is not an upgrade of consumption, but an aesthetic upgrading. Many large shopping malls are eager to design a space that allows customers to stay and create a beautiful life scene for people's freight yard," Liu Zhi said.

Soft beauty caters to the psychological needs of consumers. It is a high-level marketing tool and a respect for consumers. Liu Zhi believes that the collection of soft home life is more about life culture and brand temperature. The mission of businesses and brands is not only to arouse people's desire to buy goods, but to create a way of life that enables people to feel the attraction of objects.

The beauty store has been upgraded to the third generation of image. Apart from its more beautiful store, its display has more breath of life, it has also increased the experience area, providing consumers with a simple practical and fashionable underwear life experience Museum. Liu Zhi said that every upgrade of soft stores hopes to enhance consumers' shopping sense of happiness and closer to the soft life they want.

　　 Four, this year will expand 250 stores to provide consumers with a better shopping experience.

In the current decline of traditional retail, soft industry broke through trade barriers to achieve sales growth. More than 400 stores spread all over the country, and stores expanded in the form of direct camp + joint venture, of which 60% was the form of consortium, and became a phenomenal brand in the field of consortium.

At present, the average annual flat effect of the average shop can reach 36 thousand yuan. According to the level of the first tier cities, the annual turnover of a 150 square meter shop can reach 4 million 500 thousand yuan, and the second tier cities will be relatively reduced. The annual turnover will be around 350-400 yuan.

The rapid rise of soft beauty in a short period of time, in addition to its management and management, will also provide high-quality partners in the supply chain, financial investment, terminal services, and so on. Thanks to the rise of "her economy", a large number of female users have become super fans of the brand. "Let consumers spend less money and enjoy quality products and services," Liu Zhi said.

According to Liu Zhi, 2019 plans to expand 250 stores, including two flagship stores in Shenzhen and Sanya, with an area of more than 500 square meters. The rest of the standard store area will be between 150-300 square meters. In addition, a red door shop near the university campus will provide better shopping for young female consumers.