The Impression Of "City Beauty" Is Starting To Return

The impression of "city beauty" is starting to return.

The outbreak of the epidemic seems to have deepened the transformation of various sectors of society, including consumer goods. The underwear industry, which is at the critical point of deep reform, also ushers in a great change. Although China's underwear industry started relatively late, it has also felt multiple pressures in the new economic era. New formats and new models are rapidly iterating. The original industrial layout with channels or brands as the core is difficult to adapt to the diversified needs of the market, so it is urgent to make deep adjustments.

During this period, the digital industry has shown a strong ability to resist the impact of the new business model and digital technology. Zhu Hongren, executive vice president of China Enterprise Federation, said in public that at present, the technological structure, organizational capacity, customer changes and industry ecology of enterprises have undergone rapid changes. Enterprises must implement digital transformation if they want to adapt to these changes. This is not a matter of choice, but a core issue leading to new changes and a common channel for building future smart enterprises.

Standing at the intersection of the industry and its own development, urban beauties have opened up a global digital transformation, and constructed a set of business logic and operation mode suitable for the era of digital economy. The underwear trump card, which once represented the mainland's intimate clothes to be listed in Hong Kong, is seeking regression and breakthrough with the help of digital means.

"Digital plus" supply chain, more than 40 underwear parts combination, comfortable quality

China's manufacturing industry, which has been busy running, has slowed down and has time to re-examine itself. Today, the organizational structure of enterprises should be more adaptable to the future, and more emphasis should be placed on collaborative innovation and agility. Accelerating the all-round adjustment and upgrading from the outside to the inside, from the top to the bottom, from the source to the after-sales service, so as to form a stronger innovation vitality and meet the changing needs of consumers has become an important proposition related to brand competitiveness, sustainable development ability and value creation level.

Underwear because of its close to wear properties, whether from the material or technology, have close to stringent requirements. To make an ordinary lingerie, you need more than 40 parts, such as fabric, cotton clip, shoulder strap, etc. each part will affect the experience of wearing. Because of this, women are very dependent on the supply chain. Urban beauties, who have been working in the underwear industry for decades, are well aware of this. They have set up a special mould cup factory for urban beauties, covering the whole chain of opening, cloth, pressing and 3D scanning of underwear cups; they have set up a special ribbon workshop and lace workshop; in order to ensure the quality of raw materials, all suppliers have established physical and chemical testing laboratories to carry out spot checks on each batch of materials On the basis of big data analysis of members, urban beauty has built a more "comfortable" rapid response supply chain in the way of sharing and collaborative development.

In order to ensure that the strategic supplier team can maintain a high level of industry, the city beauty implements a strict management and grading system for strategic suppliers. From the decentralized supply strategy in the past to in-depth strategic cooperation with high-quality suppliers, it gives full play to the category advantages of suppliers, and ensures the continuous supply of high-quality products through strong cooperation. With the help of the Internet, big data, cloud computing and other tools, digital information has become a link that penetrates and connects all links of the supply chain. In order to ensure the rapid response of all links in the supply chain, the suppliers of metropolitan beauty have basically realized the intelligent production and management informatization, and are upgrading the "quality manufacturing" with "intelligent manufacturing".

"Digital +" channel chain, serving "people and goods yard" in flow operation

With the surging tide of domestic e-commerce in recent years, urban beauties follow the trend and actively cultivate e-commerce channels. At the same time, they actively promote the organic integration of online and offline, focusing on consumers. Instead of relying solely on traffic and sales promotion, they focus on the refinement of the crowd and marketing integration. The focus of operation has changed from "traffic operation" to "user operation".

"People's goods yard" is a permanent concept in the retail industry. At the moment when users are the king, new consumer groups and new consumption patterns have constructed a new consumption scene. The traditional mode of people and goods yard has been broken, and the reconstruction of people's and goods yard and the integration of online and offline data marketing management is imminent. It is also an important part of the front-end and back-end work of "Li Tong" and "digital" management.

Consumption emphasizes experience, in short, consumption mood. In view of the complex "multiple channels, more stores" scattered business format, city beauty through digital transformation to reconstruct the digital membership system, to bring consumers a better shopping experience. After years of precipitation, the city beauty has accumulated 55 million member assets, more than 10000 senior employees and a store system throughout the country's major business districts. For this reason, city beauty tries to break through the information island of member data between various channels and stores, and integrates and deeply mines the member data. The big data of user consumption has built a solid digital marketing tower for urban beauty and found the best contact point to connect products, brands and users. Through big data analysis, urban beauty can deeply understand consumers' real needs, purchase motives, wearing occasions, value realization and price matching, that is, open the "user's perspective" to make products with insight into people's hearts, and let the brand really enter the hearts of the people.

In terms of categories, urban beauties will start from autumn and winter 2020 to carry out in-depth "warehouse adjustment" and move forward with light weight. Xiao Jiale said that the company's sales positioning, inventory turnover, customer evaluation rate and other indicators of the original product "applicability" rating, cut 40% of the invalid product line, from more than 2000 SKUs to autumn and winter, there are about 1200 products, focusing on Evergreen products, creating classic and good selling fist products and popular products, and releasing the greater potential of categories and brands.

For the current 6000 stores, we will make some deep adjustments in the next few years to occupy a better position and create a bright life scene. According to different consumption scenarios, such as bathroom, bedroom, living room, home and go out, office, parent-child and other consumption scenarios and business circles, we will create youth stores, community stores, comprehensive stores, commercial street stores and pedestrian street stores. Let customers increase contact with various brands and categories of urban beauty products in the whole shopping process, and experience the comfortable and comfortable consumption aesthetic feeling from intimate clothes.

"Digital plus" marketing chain, integration of online and offline capital structure, establishment of integrated new retail service

In order to make the goods and consumer demand highly consistent, the city beauty has carried out radical rectification on the online and offline business, promoting the online and offline channel linkage, so as to respond to consumer demand quickly and provide consumers with cross channel and seamless shopping experience.

City beauty uses big data analysis and Internet social networking to explore multi scene promotion and marketing methods. At the same time, it uses online Red live broadcast and other young new sales channels to realize scene interaction with consumers, attract consumers to generate recognition and spontaneously generate Internet communication.

City beauty more than 20 years of underwear industry experience has formed a set of unique sales and service experience. The grid distribution of offline stores contains rich professional resources - in store shopping guide. In urban beauty, there are nearly 20000 professional shopping guides who have been trained and assessed to work step by step. They look for suitable matching schemes between goods and consumers every day to grasp the pain points and demand points of consumers. Each sales can become the landing point of online live broadcasting. In the future, a three-dimensional live broadcasting system will be built as a whole. At the same time, online diversion and offline freight yard will effectively integrate, guide and transform each other, and form multi-level and multi-directional communication with consumers and consumer demand.

? By creating an omni channel closed loop centered on consumers and guiding the optimal combination and allocation of inventory in all channels with data, the city beauty has broken through the information and data islands and barriers between internal systems, and has opened up the physical stores, e-commerce, social media content platform, CRM member system, and realized the integration of online and offline data of commodities, members, transactions and marketing Integration and intercommunication. By improving the unified commodity and price system, we can meet the various personalized needs of consumers, and turn from one-way sales to two-way interaction.

Consumers' insight into instant, making products that understand users, and being brands that understand users are the three directions to dig deep into users' rich minerals, and also the sharp tools for urban beauties to occupy a place in the fierce market competition. Today's urban beauties are practicing a highly cohesive strategic alliance with partners in all aspects of the industrial chain. No matter the raw materials, producers, sellers or consumers, every growth will benefit from all parties. In the mutual encouragement and interaction, they will gain a new idea that belongs to the practical aesthetics of underwear brand reconstruction of Chinese national close fitting clothes 。