Market Analysis Of Accessory Storage Box Of Trend Economy

In the complicated business rules, there is a fascinating truth to be found.

At the beginning of the 19th century, a new mining area was discovered in California, USA. gold miners rushed to the mine, but more people were empty handed, only those who sold water and spades to gold miners. Levis, who sells jeans, not only made money, but also became a century old brand.

"Gold digger" and "spade seller" often emerge along with the wind. In the online car Hailing war a few years ago, passengers took the car for free, and the income of drivers doubled. However, it was the high cost-effective automobile brands that really got the dividends, such as the inconspicuous cushions and back cushions.

In the takeout business war, it is not the restaurant or the takeaway staff that wins the most money, but the people in the electric vehicle industry who make takeaway catering boxes.

These spade salesmen, hidden in secret corners, have made money more or less by digging into the value of subdivided fields and providing differentiated admission services.

On the other hand, if the wind stops, pigs will fall, but the shovel seller will still have a relatively stable income depending on the long tail effect.

"Big wave gold rush, we all need tools."

In 2020, the bubble of the blind box business has opened a new 100 billion wave game market, and the epidemic situation has made live e-commerce the hottest online celebrity this year.

Who is the shovel seller?

E-commerce launched a series of reports on "spaders in the gold rush" to find the most sensitive group in the tide of this era in front of the fleeting opportunities.

How to double the value of an ordinary shoe polish? ——Just for AJ.

This AJ effect also applies to shoebox storage. How many literary and art youth used to put Muji style Japanese storage boxes as a way to promote minimalist life attitude. Now, turning the shoe cabinet into a whole shoe wall has probably become a new goal for men to upgrade their consumption.

These acrylic shoe boxes with "high permeability" and "barrier free around" build the shoe wall that straight men dream of. Different from the traditional storage mentality, the shoe wall should show every pair of shoes, and use the "scale" effect to meet their happiness in collection.

This "wall", buried in the hearts of all the fashion players, has become the most intuitive display form. Besides the fashionable shoes, hand-made, blind boxes, refrigerator stickers and bags can be used as walls in the name of tide.

As a result, these transparent storage boxes have become indispensable accessories for trendsetters. When bubble Mart goes on the market and drives the whole trend and economy to take off, those people who sell shoe polish and storage boxes become "shovel sellers.".

The evolution history of the trend of storage box

In 1986, a Japanese household brand named Tianma designed a combined drawer storage box, which defined the plastic material storage box in our life. With this "invention", Tianma successfully listed on the Tokyo Stock Exchange.

Today, combined drawer storage box has become a kind of household storage standard, which also extends many home brands, such as Muji, Alice and IKEA.

With the popularity of such bestsellers as "breaking away from my home" and "the thrilling magic of sorting out life" and other bestsellers in China, a wave of "Japanese style storage" has been set off. Many people begin to enjoy the happiness brought by storage. Row by row of combined storage boxes displayed in the wardrobe help people sort out the complicated and trivial emotions in life, and also place the anxious mood.

In fact, the storage box is also a projection of the concept of consumption. From the 1980s, marriage was also accompanied by an overcoat cabinet. It was just to find a storage space for the limited articles in life. However, as Wang Ning, the founder of bubble mart, said, "I think the modern society must be satisfied with non rigid sex products." More and more useless and idle goods are full of homes, and people begin to need "de branding" and simple use of goods, such as these simple storage boxes, to put down material needs, to pay attention to people's needs.

Under the new wave of consumption, the storage box has a new value and has become a part of the trend culture.

In 2016, Chen Zi Neng, who just graduated from University, paid attention to the market of fashionable shoes. He thought that since everyone likes to fry shoes, there must be a need to maintain shoes. He started the business of sports shoes detergent, and his goal was also very clear - AJ special care agent.

Such a label has attracted a group of precise target customers - those young people who wear AJ and collect AJ without losing money. The word "exclusive" enables brands and consumers to find mutual identity.

In the feedback from customers, Chen Zi found that they needed boxes for shoes collection. He then began to design special storage boxes for fashionable shoes and founded goto brand. And from shoes to fashion toys storage, bags storage and other categories.

There are more and more brands serving fashion goods in the market, such as supbro, circleclean, Crep, etc. the common feature of these brands is that they are new and sharp brands of vertical track, specializing in selling cleaning suits and storage boxes.

"I can't use camellia, Alice and other brands to fit fashionable shoes. It's a little low." Fashion shoe enthusiast Brian told ecommerce online. In the eyes of fashion people, storage also needs to be fashionable enough.

If you carefully compare the details of the goods, you can find the different "tonality" between the new sharp shoe box and the traditional storage box. Traditional storage boxes such as Muji and Alice are usually made of healthy and environmentally friendly PP materials. The plastic presents a soft feeling. The rounded edges should be suitable for placing in the wardrobe or under the bed. The practicability of storage is emphasized. Most of the new and cutting-edge shoe box brands are made of high-permeability acrylic material with sharp edges and corners, highlighting their individuality. They also emphasize the characteristics of "no deformation", "full penetration" and "no obstacle around". The tight sealing ensures that the shoes will not be invaded by dust and moisture, thus prolonging their service life. Portable door opening and closing design, easy to take out to avoid damage, but also to the shoe box LED light effect, voice control system and other technological elements.

This change also shows that the new cutting-edge shoebox needs not only the function of storage, but also the value of displaying and transmitting attitude.

After trend market with annual sales of over 100 million yuan

The upgrade of tonality has doubled the price. An ordinary shoe storage box can be sold at 10-20 yuan, while the new cutting-edge shoe box can be sold for 50-100 yuan.

High pricing does not affect the purchase enthusiasm, the entire trend of goods storage market, is accompanied by the trend of economic prosperity.

The big data analysis report released by Nielsen shows that the consumption growth rate of tide brand is 3.7 times that of non tide brand. Specifically, in 2017, the global shoe market valuation has reached $64.3 billion, and this data will grow to $95 billion by 2025. At the same time, the market scale of China's fashion toy retail will reach 20.7 billion in 2019, with an annual compound growth rate of 34.6%, and it is expected to reach 76.3 billion yuan in 2024.

Although there is no official statistics on the market space of new cutting-edge shoe boxes, if calculated according to the value of the goods themselves, the clean storage products of fashionable shoes and fashionable toys account for about 2%, which also means a market scale of more than 2 billion.

Chen Zineng introduced to e-commerce online that since 2017, the brand has maintained an average annual growth rate of more than 100%. Last year, the sales volume exceeded 40 million, and this year it has exceeded 100 million yuan. After participating in tmall double 11, it has won the first place in detailed classification. The consumption groups are mainly after 95 and 00, and the ratio of male to female is about 6:4.

This is in line with the whole circle of cultural consumption. "Post-90s" and "post-95s" are the main consumer groups of chaopai, and the proportion of women is gradually increasing.

From a large perspective, the whole trend market has more space. According to statista's data, in 2019, the global market size of the fashion industry will be $601 billion, and China's will be $280.7 billion, accounting for more than one third.

Fashion industry is closely related to fashion industry. In addition to fashion shoes and fashion games, clothing, accessories, bags, etc. are all part of fashion consumption. These commodities have the needs of collection, display and cleaning, especially when the goods reach a certain amount, there will be a demand for storage. This also means that in addition to making cutting-edge shoe boxes, bags, clothing boxes and jewelry boxes can be locked to meet the needs of "everything can be a wall".

"We are already trying to make some breakthroughs, such as the storage of clothes, the storage of bags, and the special detergent for blind toys." Chen Zineng said.

Super user rule

"Cleaning goods is the profit point, shoe box is the drainage."

As Chen Zi Neng himself said, the product is not the core of the brand. As the "infrastructure" of fashion goods, the storage box only provides a flow entrance. What he really wants to do is to become a brand with fashion attribute like super.

Therefore, design and development is not the main task. It is the first step for a shoe box to have a premium space by making cross-border IP co branding and limited sales of commemorative products.

In fact, the trend of collecting limited shoe boxes has always existed. Some high-end shoes of Nike often match with limited edition shoe boxes, and even some shoe boxes are more valuable than the shoes themselves. Chen zeneng is trying to launch joint brand shoe boxes with AJ, NBA, peak and other brands, so as to make the ordinary box bear the brand of fashion and bring higher premium.

For customer positioning, these brands are very clear at the beginning: people who like sneakers and high-income people will definitely need professional cleaning and nursing services, as well as corresponding storage items, and high price also plays a certain role in screening customers.

"We want to operate people more than sell goods."

Chaopai consumption follows the super user rule: 10% of the ashes users contract 48% of the market. Chen Zi Neng introduced that there are more than 2 million fans of his brand in the whole network, but there are only a few thousand seed fans, and these thousands of talents are the real value core.

To this end, he set up a set of operation "pyramids", starting from planting grass in video, through the exquisite group photos of celebrities and celebrities in front of the shoe wall, so that the tide playing crowd can capture the tide flu behind the storage box, and then expose it through joint branding and fashion exhibitions, so as to give shoe boxes higher value space. Last year, goto also opened a tmall flagship store, expanding the business radius, and using platform algorithms and scene planting grass to push the small number of long tail categories to more popular players.

"Our product development and design, to every choice, is to meet the needs of these consumers." Chen Zineng said.

How long will the new box last

"If I buy an expensive shoebox, I'm just looking for antioxidants, and functionality comes first." Qin Jun, a shoe enthusiast, admits that there are so many people who love shoes, but few people can really build a shoe wall.

Among the functional and trend attributes between the cutting-edge shoe box, the service group is also very limited.

In fact, no matter in the e-commerce platform or offline channels, brands such as goto and supbro have yet to have a clear industry track. Whether in the field of shoe cleaning or storage box, they can only be regarded as new and cutting-edge brands. Although the growth rate is very fast, it is not easy to continue to break the circle and expand the circle.

"We still need to let the brand realize the trend attribute. Like supreme, we don't need to have a product, but we can sell well with this brand, because the storage box field is too small." Chen Zi can be frank.

Although these accessories of the trend economy try to add the trend label to themselves, they are still inseparable from the practical function. If they exert too much force on the brand attribute and ignore the texture of the product itself, it is a big problem whether they can become a kind of sustainable consumption.

Of course, fashion consumption has always been a polarized market. People who understand it think that it is full of gold and everything can be fried, while those who don't understand it are "IQ tax". Now it seems that the new shoe boxes have found a balance between fashion and demand. However, the market has been on the ceiling almost since its birth. The competition still depends on who can really understand the needs of this circle and continue to make small strides in the trend market.