The Market Value Of The Market Doubled By GXG A Year.

After one year of listing, the market value of GXG has doubled, once more than 8 billion 500 million Hong Kong dollars.

The retail trade has been suspended for a while. Clothing as a traditional retailer has been deeply affected. Sales disruption is inevitable, but it also brings some new opportunities to the industry. A number of capable, ambitious and professional brands have recovered rapidly, and GXG is a typical representative.

　　 Seize the draught to transform private sector traffic into a new sales engine.

The electricity supplier has been playing an important role in the development of GXG. From the beginning of its establishment, GXG has gone through the way of "electricity supplier" to snatch men's right to speak, and the electricity supplier has also become a big promoter of brand performance.

According to the latest announcement, in 2019, the sales of online sales of mousse group accounted for 38.3%, while online channel sales increased by 5.6% to 1 billion 426 million yuan. In terms of double eleven performance, GXG ranked the top in the category of Tmall double eleven men's clothing for nine consecutive years, ranking second last year.

From the impact of this year's epidemic, rapidly recovering enterprises are inseparable from the important force of digitalization.

With the rise of the live broadcast economy, GXG fully embraced the "live draught" data. In the evening of May 19th, Tmall Juhuasuan official preferred officer Liu Tao wore a GXG joint T-shirt in the live broadcast, which sold 30000+ items and sales 300W+, because the main couple money, paternity payment, met the 520 atmosphere. GXG used the professional content and product planning and accurate market analysis to eat the live broadcast bonus. It also reflects that GXG flexible supply chain can quickly meet the sales demand of the front-end. It is learnt that GXG will continue to cooperate with the live broadcaster in addition to working with the head anchor, bringing more attractive content and products to consumers.

In addition to grasping the air gap, more importantly, GXG has set up its own "community system". One of the most obvious phenomena in the retail market in recent two years is that single marketing methods and media have failed to produce excellent marketing results. GXG has long belonged to its own communication system in marketing promotion. In the face of consumers' different portraits, GXG corresponds to different Communication platform.

In fact, GXG has shifted from "traditional media" to oasis, little red book, jitter, ins and beep. More young and diverse social platform penetration, while using big data to "digital drive" as a major highlight, through the amount of visits, conversion rate, transmission rate to accurately locate KOL and KOC, and use social soft implant mode, for product content overweight, in order to form "herd effect" finally win the brand exposure and sales of double harvest.

In March of this year, the total sales volume of GXG social business reached 100 million yuan. GXG aimed at private sector traffic, and continued to broadcast live with the anchor. At the same time, it linked up the next line of the national 1000+ line at the same time, making use of the sales of WeChat friends circle, and the invisible GXG community system has quietly formed.

　　 Content is king, insisting on "differentiated" cross-border joint name line

In May of this year, GXG and French brand IH NOM UH. NIT launched the designer capsule series. The Pearl Mask T shirt in this series has become a phenomenal explosive product. It has repeatedly broken code replenishment, attracting more stars such as Huang Zitao, Bai Jingting, Zhang Xincheng, little devil Wang Linkai, ah Yun GA, Dong Lin, and so on. Many of the artists are not stingy enough to show their love for this item, and wear the Pearl Mask to dry out on the social platform. The same paragraph.

It is the best thing for GXG in recent two years to turn cross-border crossover from topic to event, to identify the trend of young people, and to enhance the freshness and topic of commodity design.

According to incomplete statistics, GXG has completed at least 15 product cooperation projects in recent two years. BE@RBRICK Such internationally renowned Chao IP, there are hundreds of years of sports brands such as UMBRO and champion. There are more popular IP images such as Tetris, Kodak, Snoopy and so on.

Cross border multiplying is not the Logo superposition of two brands for GXG, but rather the essence of its joint name: cultural blending and emotional resonance. Taking GXG and national game Tetris as an example, at the end of 2019, GXG moved the popular Russian Tetris to Shanghai's landmark landscape media, Petronas Twin Towers, Shanghai world port, with a total area of up to 48000 square meters of LED. The big screen has become an outdoor super giant game machine with visual impact. Many Russian Tetris enthusiasts have participated in it, attracting countless visitors to the crowd, triggering the Autobiography of the topic of social media, which has earned full reputation. The event was named the 2019 brand marketing case by authoritative digital marketing agency.

If we say that IP is the most popular marketing method for fashion brands nowadays, "differentiated marketing" is the driving force and source of brand innovation, which is well known to GXG.

In the past two years, GXG has not gone with the stream in the market, but with the brand concept of "maintaining differences and accepting differences", it has taken a strategic and targeted choice to take the series of artists and designers. It is reported that GXG will also launch a series of cooperation with the Japanese backstage promoter: designer, director and stylist "Xiong Gu Long Zhi". Or overseas, GXG always has sharp eyes and the control of these industries, creating topics and content, so as to touch the young people's tentacles. GXG has become one of the most popular men's clothing in China.

　　 Expanding overseas layout, the way of layout of "China Fashion Group"

First, catch men's clothing tightly, catch the electricity supplier with one hand, but the ambition of GXG is not limited to this.

In December last year, GXG Mu sang group announced the establishment of a joint venture with Wancheng resources and announced that it will be responsible for the operation of ESPRIT's mainland business. In April this year, the mosang group also announced its cooperation with Yi Hao rice brand management Co., Ltd., and participated in the international brand agency business such as Paul&Shark. The brand territory expanded again.

The future group will continue to expand its cooperation with international brands, carry out new cooperation models such as brand industry crossover and designer interoperability, and search for international high quality franchisees in order to lay the international market and enhance the international reputation of the brand.

From the point of view of GXG, GXG has been emphasizing its goal of creating "small ecosystem", and men's clothing is undoubtedly the most competitive part of its "ecosystem". This is also an important reason for GXG to expand its market share through a series of cross-border joint name raising and youth expansion, and its ultimate goal is to create its diversified brand culture.

"Continuing to attract more followers through innovative marketing methods, and further developing the supply chain system through new retail technologies and advantages to enhance members' experience" is a public statement made by MOS group in its 2019 earnings report. What brand IP can GXG join in to interpret the diversity of men's clothing or the most desirable thing?