Market Research: The Great Change Of Chinese Men'S Wear Brand

From ordinary guest to white T, along with the dispute between right and wrong, Chinese men's wear has been stumbling forward, constantly falling, struggling, transforming and striving to get ahead. In this surging era of the rise of new domestic goods, I hope that our Chinese men's clothing brand will break its cocoon and become a butterfly and embrace the star sea.

01、 Today's entrepreneurs are always talking about the "dimension reduction attack". This infatuated "must kill skill" was a copy of the successful model of the United States around 2000, landing in China and sealing the gods in the first World War.

In 2006, a mysterious Chinese American, with a set of "magic weapons" of American direct sales, launched a thunderbolt against China's moribund clothing industry in the era of dial-up Internet.

This is PPG, which is born in the United States, the birthplace of direct selling, and creates the direct selling mode of Chinese clothing!

Li Liang, founder of PPG clothing, is David? There are a lot of rumors about Lee's origin. The more reliable version is: he was born in Shanghai in 1974 and went to the United States to study in high school. After graduating from the Photography Department of New York University, he joined the American men's clothing accessories distributor land's end.

From the chief purchasing representative to the vice president of Asian purchasing, he established a wedding supplies website after his resignation, got the investment of Softbank sun Zhengyi, and then changed hands easily. In his 20s, he made a net profit of 60 million US dollars, and became a young man.

The myth of PPG men's wear swept through the Chinese marketing circle. In only three years, Li Liang left a pile of bad debts and left for the United States.

Faced with the reporter's "your life is very luxurious? Some people say that you used the financing money to enjoy it", David? Lee uses American style bluntness to shake off his grievances

"I have a lot of money. I have a lot of money... All my toys add up to more than 100 million yuan, and yachts alone cost 45 million yuan.",

"China has a mentality of hating the rich. Everyone envies me. I think it's unfair"

PPG prized the stick on the commercial planet, in short, "sold American shirts with Dell's direct sales model.".

02、 Why men's shirts for direct sales? Do you want to use your toes to think about it? Men all over the world have simple requirements for clothes. According to internet slang, it's called "poor shopping feeling". You can buy several basic T-shirts and shirts.

In the 1970s, the popular fashion of American textile was sent to Oxford for a time.

Selling American style workplace culture, technology shock four!

There are no stores, no factories and no distribution system. The products are manufactured by OEM of factories. They are advertised in magazines, newspapers and websites to attract consumers to place orders. They are completed through a call center.

In the traditional clothing industry, the market price of a middle and low-end men's wear is about 5.5 times of its cost price, which is well known in the industry. Cumbersome channels have accumulated hard costs, which have been stagnant for a long time, but they are powerless.

PPG direct sales, point-to-point, cut off all intermediate links, cut off channel costs, and bring high-quality and low-cost American style shirts to consumers, and no dealer earns price difference.

Everything sounds so logical and perfect!

03、 In the last brilliant moment of print media, PPG spent more than 20 million advertising expenses in newspapers and magazines in 2006.

In 2007, PPG advertising directly increased by 10 times, 230 million, overwhelming, orders gushing, creating a miracle of 15000 pieces a day for three months in a row, bringing down Youngor, the overlord of China's shirt industry.

At that time, Youngor had been in operation for 30 years, with more than 20000 employees and more than 1500 retail outlets. PPG, however, only has more than 500 employees, including 300 call center staff.

Light operation, light, extreme light!

Looking around, no one can fight. At that time, Li Liang had a famous saying, "if you want to defeat PPG, you must have a second Li Liang.".

A PPG insider later said that even though there are many followers, no one can surpass PPG in terms of advertising content and performance means.

PPG directly projects the shelves onto print media and the Internet, completely copying land's end, the founder of men's direct sales.

Li Liang brought back the first-hand mail order catalog materials from the United States, which showed the original American culture, which was the essence of those "native turtles" who followed the trend.

“Yes！PPG！”

"Yes, PPG for shirts"

This kind of fresh and exciting advertising direct selling method, strong style of American style workplace clothing culture, in 2006, when the foreign culture was still very strong, local consumers almost had no power to resist.

The high-profile pursuit of the media soon became a successful case that business school lecturers talked about. Venture capitalists also heard about it, and the real gold and silver were rewarded.

Even if there is not a product design team of tens of millions of dollars, even if there is no product design team.

Based on Li Liang's experience in the U.S. direct marketing market and his personal aesthetic preferences, he directly copied similar products from the U.S. mail order catalog.

It can be concluded that there is no place left for consumers in the commercial sand table of PPG. What is "consumer orientation"? This is a pure American shirt. It's good! Why do you care about your experience and feelings? You're just paying for it, OK.

Eighty years ago, teachers in Yan'an beat up the "returned overseas" cadres who mechanically copied foreign dogma with the words that must be called Greece.

PPG with extreme confidence, the European version of the shirt on the body of the Oriental, either the size is too large, the clothes are fat, or the sleeves are long, showing a strong sense of discomfort, discordance, and poor experience.

Product hard injury, quality out of control, complaints, high return rate, a large number of online criticism and criticism. In addition to Oxford textile shirt, PPG follow-up new products, without exception, sales are dismal.

Consumers are easy to be impulsive, but they are rational after all. It is the natural nature of consumers to be "picky" about product quality and wearing experience.

PPG does not make any improvement to suit the body shape of Oriental people. At least, it does not show any sincerity and respect to local consumers.

On the contrary, consumers will abandon PPG.

At last, I can't play!

04、 In 2007, PPG suffered from suppliers' suspension of supply and payment urging, advertisers' urging for fees, clearance and sale, and trademark sealing up. The top management of the team scattered one after another, and the bad news came one after another.

Soon, a media broke out that "PPG CEO Li Liang absconded with $20 million", nailing the first nail to the coffin!

Arrogance and frivolity are just like two shoulders of a person, which is very obvious in Li Liang, a Chinese American who breaks the window and subverts.

In 2008, "Southern Weekend" reporter asked Li Liang how to respond to the rumor of "absconding to the United States with money" and why he did not return home to officially clarify?

Li Liang responded angrily: This is nonsense! I'm not in the United States. Who's going to run the job? My home is in America.

But the magic box of Pandora's magic box has been opened.

In the fierce impact of PPG, the traditional clothing industry, marketing industry, big men, in a burst of muddled, exclaimed, suddenly wake up, "hurry up, while the heat!"

Almost overnight, there are direct selling websites for shirts all over the country, including Bono, BBS, 51 shirts and so on. At most, there are more than 30, which are full of excitement.

In 2006, the middle-aged literary and artistic man who came out from excellence.com heard a friend introduce PPG mode. If he got the most treasure, he immediately found Lei Jun to invest and follow up. At the end of the next year, VANCL entered the arena strongly.

Go one, come more ruthless!

Ordinary guest: from noise to falling

01、 Who is Chen Nian?

He was born in a small village in Shanxi Province in the late 1960s. At the beginning of the 1990s, when he dropped out of University, he drifted north with his literary dream.

Chen Nian, a cultural man who founded book review weekly and a literary and artistic cell, entered the excellence network founded by Lei Jun, and changed from a traditional media person to an Internet entrepreneur.

One of his favorite cases is to use a 5 yuan piece of "Dahua journey to the west" CD-ROM, imitating Amazon, so that excellence successfully transformed into an e-commerce, selling books and CDs.

In 2004, excellence was acquired by Amazon. Com. When he was 35 years old, he got his first pot of gold. However, he could not hide his anger and loss. He was not willing to be a pawn in the game of Internet capital.

PPG's fresh shirt direct selling mode made him suddenly cheerful. In October 2007, with the investment of Lei Jun, an Internet magnate, he founded an Internet shirt direct selling website, VANCL.

The founding team was once a group of "Founding Fathers" of excellence. They were familiar with the way of e-commerce marketing. They had plenty of food and strong troops.

That year, the rise of online shopping, Taobao just saw the dawn, Liu qiangdong, Jingdong is still struggling online life and death.

Through the imitation and optimization of PPG, VANCL's marketing method is faster, more accurate and more ruthless. It directly breaks through the price threshold. An Oxford spinning shirt costs 68 yuan, breaking the "broken price"!

Products from shirt extension to T-shirt, canvas shoes... 29-59 yuan price, all of a sudden locked in the pocket, but also in the rush to online shopping young customers.

Chen Nian was originally born as a media man. He had been put into the best-selling literary and youth magazines reader and youth digest for a long time, and even let Lei Jun personally speak for ordinary guests.

As an old gun of the Internet, Chen Nian plays network marketing to fly. The cost of online advertising is lower and the response is faster. It can be said that this is also the new and old confrontation between the network media and the print media.

The mode of "Fansi" is becoming more and more popular in the era of "blockbuster". It's so cheap that it's like a free gift. It's called "cost performance", and it's also crazy about advertising.

Every customer was born in the once-in-a-lifetime e-commerce outlet. From the very beginning, it has stepped into the fast lane. Every year, it is expanding rapidly at a speed of more than 300% and running all the way.

02、 In 2009, PPG took its last breath, and in 2010, Vanke entered its highlight moment.

This year, microblog celebrities, Wen Qing, Han Han, and Wang Luodan, the most popular, spoke for Fanke, and a series of advertisements also appeared in the eyes of the public.

"Love the Internet, love freedom, love to get up late, love the night gear, love racing cars; also love 59 yuan canvas shoes, I am not a flag bearer, not whose endorsement, I am Han Han, I only represent myself. Like you, I am a mortal."

Chen Nian, who was born in writing, personally managed to market the famous "all objects", which caused netizens to gather around, rewrite, spoof and spread in a viral way.

Movie theaters, bus stops and roadside light box signs in major cities are printed with "all objects".

No premeditated and "unintentional" objects have become a sensational Internet Carnival phenomenon, harvesting a large number of "fans" users, fire to explosion.

Illusion is the beginning of greed.

As a direct selling website for clothes, Fanke has not told consumers what the differences are and where are the selling points?

"Chicken soup" culture + T-shirt is a "cultural shirt", not a T-shirt with real quality and good wearing experience for consumers.

Cultural T-shirts and T-shirts seem to be only added with patterns and words, but in terms of consumer demand, they are two completely different species. The former, in the minds of the public, is synonymous with cheap.

Buying for the quality of T-shirt itself is quite different from buying for the "chicken soup advertisement" of "any object". Depending on the advertisement to move, or to move with the quality, is the marketing path of the great difference.

Consumers will be short-term for advertising, low prices, and impulse consumption, but, after all, clothes are on their own, good quality, consumers have basic perception and judgment.

Who really believes that Han Han wears 29 yuan T-shirt and 59 yuan canvas shoes? Wang Luodan wearing a 99 yuan long dress? Star is really so mediocre evaluation of the "ordinary guest"?

In fact, Vanke has always regarded "cheap" as its core selling point. After the clamor of advertisements, the public common sense that "good goods are not cheap, cheap goods are not good goods" will eventually show its strength.

After three years of production, I almost don't regret the product.

03、 With the rapid expansion of various figures, the old people frequently appear in the spotlight, and investors have repeatedly made heavy bets, with a peak valuation of more than $3 billion.

Chen Nian directly increased the revenue plan of 2011 by 5 times and impacted 10 billion!

In 2011, Chen Nian said in an interview with the media that we are not in a hurry to go public. After we have achieved 30 billion yuan, I hope I can buy LV in the future, and then sell it at the same price as VANCL.

Lei Jun made a public statement on Zhihu, "I really think that the success of every guest is at least 99%, unless there are major and unforgivable mistakes."

A word becomes a prophecy. Major and unforgivable mistakes have always been with us, but under the dazzling halo, they have obscured the rapidly expanding "pit" behind us.

This is the quality of the product. What does every customer bring to consumers.

Fanke's "fans" group has grown explosively, and the "reverse phagocytosis" is even more fierce.

T-shirt is crumpled like a rag after washing twice, and it seems to be rotten after pulling through it; The shirt was thin, transparent and wrinkled; The canvas shoes were stained with water on rainy days and their feet were black. Have you ever seen jeans that can be torn by hand?

Bad reviews are piling up, new customers never return, and old customers are gradually disappointed. In the end, everyone realized that the quality of clothes was not good, and the rest was bullshit.

It can be said that these customers have no loyalty. The loyalty of consumers is always based on their respect and sincerity.

To do a good job in products is to respect consumers.

According to an old self-reported report, Chen Nian, the founder of Vanke, has been wearing foreign luxury clothing brands such as Prada and Zegna.

Chen Nian made a "Corrigendum" to this detail on his micro blog: "every customer for 7 years basically wears ordinary customers, not luxury goods."

In the eyes of consumers, this kind of defense is very weak.

If you really wear ordinary clothes for seven years, you can't be unaware that these T-shirts, shirts and canvas shoes will be so inferior, and you won't let these junk goods be sold to users.

04、 In order to achieve the goal of 10 billion yuan, Fanke recruited and expanded rapidly. At one time, there were more than 13000 employees and more than 30 leaders at the president level.

In addition to the original simple T-shirts and canvas shoes, Vanke has more than 30 product lines, covering clothing, home appliances, digital, department stores.

SKU (inventory unit) once reached 200000. Even mugs, rice cookers, mops and kitchen knives can also be found in Vanke mall.

By the end of 2011, Vanke's inventory reached 1.445 billion yuan, with a total loss of nearly 600 million yuan. Behind the huge loss, sales volume was less than 3 billion yuan.

The "three mountains" of production line, capital chain and huge overstocking of inventory are dead on the heads of ordinary customers.

Every guest moved home, moved from the prosperous area to the Fifth Ring Road, the number of people reduced to 300. It's falling fast.

Duan Yongping, an entrepreneur and investor who has seen countless shopping malls, hit the nail on the head

"No company's failure is due to marketing failure. The essence of company failure is product failure."

After selling 100 million pieces of clothes, we can conclude with reflection:

"It took us three years to realize the products. First, we thought that we should make products that are reasonable and meaningful. Later, we realized that we should take the quality of products as the survival way of brands. Then, after another stage, we thought that only the unique products are the survival way of brands."

Objectively speaking, the quality of today's ordinary customers is not the same as it used to be. The feeling is much higher and the texture is much stronger. If the potential of ordinary customers in those years can be combined with the quality of ordinary customers today, perhaps the goal of 10 billion yuan defined by the old years has been achieved.

The case of Vanke is so painful that no one dares to step into the muddy water of men's clothing direct sales for many years.

White little t : knock a T-shirt

01、 On June 3, 2019, UNIQLO's US graffiti artist kaws co branded T-shirt was limited on sale, and countless consumers rushed to the store to buy it.

The scene is comparable to the action blockbuster. The shocking and exciting scenes blow up the circle of friends and make many people gape.

The founder of Japan's "empire" clothing, starting from the Japanese clothing store, is the first time to hit the Japanese clothing store.

On the other hand, local brands such as Benny Road, MetS Bonwe and Jordan Nuo, which were once popular for a time, have fallen one after another. In 1996, Benny road sold a T-shirt for 200 yuan, equivalent to half a month's salary of many people.

Guo Jingming, a young town youth from Zigong, Sichuan Province, describes the bustling and luxurious Nanjing Road in Shanghai in his little times, "the flagship stores of Jordan Nuo and Benny road flash with huge electronic screens".

China's economy has been singing all the way. Once, the crowd of urban pedestrian streets turned to the booming of comprehensive shopping centers. The great migration of traffic has marked the rise and fall of the brand.

In recent years, with the flow of traffic flowing to the content platforms such as chattering sound and headlines, consumers have become increasingly mature and rational, turning from pursuing brand aura and boasting logo to focusing on product quality and experience.

In 2020, after the impact of the epidemic in Wuhan, a "white little T" by benchmarking the quality of the first-line luxury brands, rashly rushed to the shaking tone, miraculously rose, and quickly became popular throughout the network.

Careful viewers will see in some programs that many celebrities and business opinion leaders, such as Wu Jing, Guo Degang, Wang Han and Wu Xiaobo, wear a minimalist white T-shirt in a low-key manner, which shows its rapid popularity.

People in the industry are probing into each other. What is the origin of this "lengtouqing"?

02、 Zhang Yong, the founder of Bai xiaot, is a real layman.

According to some reports, he was originally the boss of an education and technology company in Beijing. On a trip to Europe, he saw many compatriots in China lining up in shopping malls to rush for luxury goods, which made him feel a bit stinging.

Zhang Yong grew up in Ningbo, an important clothing town in China. When he was a child, he saw his relatives open factories to make clothes. He knew that many of the foreign luxury brands were manufactured by OEM in China, and the price could be dozens of times higher than the cost if the brands were put on.

Can we let consumers spend only one tenth of the money to wear luxury brand quality?

In fact, there are a lot of people who have this idea, but Zhang Yong, who doesn't know the depth of clothing, really plunges into it, abandons his career foundation of more than 20 years in Beijing, and complacently returns to his hometown Ningbo to start a second business, saying that he wants to make a revolution in the clothing business model.

The 1200 square meter "thumb closet" men's customized experience shop has not lasted for three years from the opening of the scene to the gloomy closing. The hard-working personal savings for many years, together with the financing of 10 million yuan, have all been in vain, and still owe a lot of foreign debts.

This let him see the bloody cruelty of the clothing industry which is highly "involute". It is not a red sea, but a sea of blood. No wonder PPG drowned and ordinary customers were severely damaged.

If you run out of food and you are besieged on all sides, you will probably be able to burst your desire for survival. Zhang Yong can only find those subdivision categories that big companies can't look up to and break through. Can he make a simple T-shirt?

His logic is like this: for shirts, trousers, jackets, down jackets and even underpants, ordinary consumers can casually name Youngor, jiumuwang, Jinba, bosden and CK. It's just T-shirts, and there's no brand equivalent.

Therefore, there is no choice but to make strategic plans.

03、 As the saying goes, "the simpler, the harder.". Over the years, why not a brand specialized in T-shirts, because it looks too simple, it is difficult to make a head. If Zhang Yong wants to make a good T-shirt in the world, he can only steal his teacher.

He went to Paris, Milan, Florence, Tokyo and other places to consult luxury design masters, study luxury design, fabrics, patterns and crafts, and inspect luxury brand museums and clothing supply chains around the world.

Is it possible for an outsider to break into the heavily fortified supply chain of international luxury brands? After a lot of hard work, we got some special fabrics for luxury goods, and begged my grandfather and grandmother everywhere. Finally, we produced a small batch of them in a large OEM factory.

According to Zhang Yong, the first "white little T" in his mind has been made. Xinjiang long staple cotton, luxury fabrics, Chinese version are produced in the world's first-class OEM factories. In terms of technology, they deliberately surpass luxury goods in details.

The big problem is, how to sell it? At that time, Zhang Yong's company account was only 1.35 million yuan, and he had no money to open a clothing brand shop.

At this time, when he saw the tremolo, he personally took part in the shooting of short video promotion materials. The shooting scenes ranged from model exhibition, exhibition hall, office to factory workshop, groping to release.

In April 2020, Zhang Yong stood in a luxury goods factory to promote a short video of white T, which was unexpectedly exploded!

The real scene of the operation of luxury brands Acting for factories accurately captures the heartstrings that consumers pay more attention to product quality, especially the saying "Hello, I am the founder of white little T", which is equivalent to betting on the brand as a bet.

Soon, the whole network of baixiaot became popular and burst in succession. What really excited Zhang Yong was the user's word-of-mouth experience of baixiaot, and they spontaneously recommended it. The user portraits were mainly social elites over 35 years old who paid attention to the quality of life.

Interestingly, a considerable part of them are civil servants. The minimalist t-logo is simple, low-key and full of quality, which is very consistent with the stable style of this group.

According to the public information, in the eight months of 2020, the whole network of baixiaot will be exposed 500 million times, Gmv (transaction volume) will be 136 million, and the number of paying private domain users will reach 400000, which is the "destiny" line of a new consumer brand.

In May 2021, the annual revenue of 2020 will be achieved in a single month, occupying the first place in the category of men's T-shirts of tuiyin, headlines, Tencent and Jingdong, and also the first in the category of tmall T-shirt in a single day.

In the first quarter of 2022, Gmv increased by 53.5% over the same period last year. The growth momentum is really impressive.

Will white small t repeat the mistakes of PPG and Fanke, just a flash in the pan caused by traffic dividend? Obviously, Zhang Yong has thought about this question for countless times, and has also made a special trip to Beijing to visit Chen Nian and ask him face-to-face about the success or failure of ordinary guests.

Perhaps, Chen Nian can reveal to him the blood and tears Scripture worth 10 billion, which is the word "quality". With the rapid development of the Internet, the Internet has become a hot topic in China.

Network marketing is only "technique", the way of communication and promotion can be changeable, and the quality of products is the fundamental "way" to decide life and death. Many companies are born of quality, and usually die of quality!

04、 In the post epidemic era, Chinese consumers' national self-confidence is rising, and made in China is still climbing. Relying on the great help of China's new infrastructure, new consumption and social networking platform, the spring tide of "new domestic products" brand is surging.

White small t has been flaunting the identity of "new domestic products", and there are some public opinion disputes on the Internet. Some people think that Bai xiaot is playing the "patriotic card" and is hyping.

Zhang Yong responded that it is really patriotic to make our products better and better than others. Empty talk about feelings, do not talk about quality, is to play rogue!

With the popularity of small white T, it naturally attracted countless followers, all kinds of "small white T" squeezed into a group. How does white small t jump out of vicious competition to do differentiation and realize the occupation of users' minds?

Zhang Yong solves the brand support with "minimalist body and interesting soul". On the one hand, focusing on users' wearing pain points, through China's high-end clothing industry chain and quality innovation, Zhang Yong makes products comfortable in every dimension.

On the other hand, in the spiritual level, let the brand and users have emotional resonance, penetrate the product itself to achieve psychological needs.

In the eyes of traditional clothing people, "clothing, clothing, is clothing". However, with the fading of the halo of foreign brands, in today's material wealth and fierce social competition, a relaxed and easy minimalist life has become the aspiration of many people, especially the social elites with certain experience, who pursue "comfort" and freedom on the spiritual level.

Zhang Yong infuses the soul declaration of "be yourself" into white T: "white T is a carrier, a symbol, and even more a symbol. It symbolizes a comfortable and comfortable life style after you tear off your mask, take off your vanity, stay away from exaggeration, and take off your disguise. The day you wear white T is the day that you look like yourself most!"

He gave the white T brand advertising language, simple and straightforward, "do not pretend, wear white T!"

Is there anything more comfortable than "not pretending"?

Is the future of Chinese men's wear expected?

01、 In the past, a hot commodity could be sold for more than ten or twenty years. Now, the ever-changing network, so that users are unprecedentedly keen on the new and disgusted with the old. Yesterday is still a sweet cake, and tomorrow is a stinky bun.

It is worth mentioning that there is a big difference between white T and traditional clothing. Like smart phones, white T constantly innovates and iterates, constantly gives fresh stimulation and constantly refreshes the user experience.

Different from ordinary customers, Bai xiaot has found a way to survive in addition to "quality", which is "technology".

For a long time, China's garment industry is facing a huge crisis in terms of raw materials.

Clothing from a global perspective has long been not a "low threshold sunset industry" with traditional vision, but a white hot competition highland of scientific and technological innovation, and the R & D and application of functional scientific and technological fabrics and new materials.

Do you still wear the same clothes as you did 20 years ago when you go to exercise, run, and do yoga? In the field of heat preservation, how many people wear cotton padded jacket and trousers?

If a T-shirt has Coolmax logo, it means that DuPont's super fast drying fabric is used;

It is because of the thermal fiber technology that the stormsuit with galtex technology is twice as expensive as the ordinary one;

If there is vibram logo on the bottom of mountaineering shoes, it is Italian, representing the world's good wear-resistant sole technology;

Eks fiber, developed by Toyo, Japan, has a moisture absorption capacity of 3.5 times that of pure cotton, and its heat absorption and release capacity is twice that of wool!

……

The reason why foreign brands dare to offend Chinese consumers lies in the fact that the products with high technology and money are almost all dominated by Europe, America, Japan and South Korea.

It is no exaggeration to say that the West should use technology iteration to seize 60% of the global market share of China's textile industry.

China's clothing industry chain has a strong manufacturing advantage, but in terms of scientific and technological innovation, can one compete with the West and Japan?

In March 2021, the public opinion storm of "Xinjiang cotton" broke out. American and European enterprises such as H & M, Nike, Adidas, Levis and other European and American enterprises took part in the farce of "boycotting Xinjiang cotton", which aroused the anger of Chinese people.

"Why do these western brands, eating Chinese food, want to smash the pot?"

Many people can't understand why these foreign brands, which have made a lot of money in China, insist on going their own way, preferring to risk being disgusted and abandoned by Chinese consumers and losing the Chinese market?

The answer is not conspiracy theory, but conspiracy. Because the international clothing field, is taking place the earth shaking great change, "the clothing science and technology revolution" is coming.

It has to be said that Zhang Yong has a super sense of smell that is quite different from that of his peers. He has positioned Bai xiaot as a technology company that makes clothes and "redefines clothing with technology".

After obtaining the investment of Zhongzhe group, Huaying capital and meihua venture capital, baixiaot did not spend a lot of money to invite famous stars to speak for themselves, open flagship stores and shoot advertising blockbusters, like some "Internet celebrities". Instead, it could not wait to set up a key laboratory with Ningbo local government, integrate scientists from global materials science, and apply material science to textile industry, Carry out secondary research and development to realize the transformation and upgrading of upstream material end.

No matter what the prospect is, no matter how good or bad, this is an unavoidable exploration for Chinese clothing.

02、 In order to bet on science and technology, Zhang Yong shows the posture of a science and technology maniac.

Zhang Yong has never been to the ice in 2020, and has never been to Shanghai in 2020.

Suffering from high altitude reaction, headache, being unable to sleep for three nights, panting, incoherent, nosebleed, spitting blood, stepping on ice blocks and nearly falling into the water

After the real scene video of the whole journey was exposed on the Internet, the "space suit" with a price of 1980 yuan was snapped up, which also broke the prejudice that only low price can be sold on the shaking tone.

Some users said, "I'll have to buy one for your unrelenting efforts to start a business!"

In fact, this is not uncommon in the Internet age when users are used to all kinds of commercial shows.

In the field of down jacket, not to mention Canada goose such world brand, is the domestic bosden, are beyond the iron wall.

Zhang Yong's approach is to jump off the duck down and goose down, and create a new subdivision category with a Aerospace Science and technology material "aerogel", which is known as "to be the first space suit of Chinese people".

With the blessing of science and technology, an ordinary T-shirt has become a pattern.

In 2021, white T launched a new generation of water light magic T, adding the lotus leaf membrane technology of "waterproof, antifouling and oil proof", to solve the embarrassing pain point of T-shirt stained with stains, and shake it to clean it.

The t-label on the sleeve will change color according to the strong outdoor ultraviolet radiation, which will make a T-shirt dynamic and bring consumers a brand-new experience beyond expectation.

Through Li Xiaoran, Wang Han and other stars to bring goods, constantly refresh sales records. In Viva's live room, 30000 pieces are available in 10 minutes and another 45000 pieces are sold in advance.

Different from PPG and Fanke, Bai xiaot is creating a series of men's basic styles with "black technology" attribute with "high technology, high appearance, high quality and high social attributes".

In Zhang Yong's opinion, this t of white small t is not only a T-shirt, but also technology. It uses new materials of science and technology to reshape the quality and function, solve the wearing pain points of users, and constantly refresh the user experience.

On the road of old brands and stubborn growth of new brands in China, white little t is obviously still a young face, destined to meet more storms. Whether the future is expected, as an observer, can only wait and see.

All for the user experience, is the Chinese men's wear through the cycle of the unchanging dogma.