Song Tao, The Pioneer Of High-Quality Development Of "Three Self And Six Modernizations" Of Red Bean Group: Tamping The Soil For Innovation And Producing More Comfortable Products

For Hongdou Home E-Commerce Company (hereinafter referred to as "Home E-Commerce"), which has always taken "high appearance, high-end, high potential and young" as its strategy, its designer team can be compared to the "eyes" of the whole company - to see the market, see the demand, absorb beauty and shine.

In 2022, Song Tao, the design director of home e-commerce, led the design team to design and develop 510 products and create 45 popular models, of which the red bean red series has achieved great growth, the penetration rate of the basic gift box set industry is about 10%, ranking first in the category of Tmall and Tiaoyin, and the cashmere home clothes have achieved year-on-year growth. At the beginning of 2023, Song Tao was awarded the title of "Pioneer of Independent Innovation" in the theme activity of "Advancing High quality Development and Striving for Pioneer with" Three Selves and Six Modernizations "of Red Bean Group.

"Design is not an independent action, but a team collaboration." In an interview, Song Tao shared that the product design and development work of home e-commerce specifically includes a complex series of process work such as early market survey, data analysis, commodity planning, product development, clothing pattern, pre production confirmation, shelf tracking, etc. At the beginning of February, when home-based e-commerce was in the process of new product launch in spring and summer and new product development in autumn and winter, designers with different kinds of sample clothes came in and out of the design director's office to discuss with Song Tao the details of the pattern and the advantages of listing.

Undoubtedly, the key word of design is "innovation", but innovation is not achieved overnight. In Song Tao's understanding, innovation is to create differentiated products. "Our innovation is mainly divided into progressive innovation, technological breakthrough innovation, and full innovation products based on the existing basic series." The principle of product innovation is similar to that of creation. A good enough product, that is, the creation of explosive products, must have roots and be refined through real life. Product innovation must originate from the real life of users. It is not so much the designers who created the explosive products as the users who indirectly created the explosive products.

Take Tmall's "Red Bean Home Official Flagship Store" as an example. Song Tao led the design team to upgrade and iterate mainly from three aspects: appearance, style and fabric. As consumers know, most of the home clothes in autumn and winter are split, so there is not much difference. In the 2022 iteration, the design team focused on the pain points of users. For this kind of home clothes with excellent warmth retention but a little overweight, lapels are an embarrassment. For the points that are difficult to fit and easy to curl, the designer replaced the suede in the second layer of velvet fabric of the collar, so that the collar can be turned down well and flat. This is due to the improvement of functionality, and as a designer's key skill - taking into account the appearance, it can be worn up or buttoned up, providing users with multi scene clothing. Song Tao said with a smile, "Now there are many users' needs, including social wear, going out, walking dogs, taking express delivery, and even sports wear... Of course, we can't meet such a variety at the same time, but we can still reach some consensus on the attributes of some basic scenarios, so we integrate the elements of ready to wear."

High face value is not "just a surface", and it can even bring product barriers. In the upgrade of the pocket of thick household clothes, the organ pocket will be upgraded in 2021, which has the aesthetic feeling of ready-made clothes. In 2022, the overlay pocket will be added, which will completely solve the problem that the pocket of household clothes is easy to drop the mobile phone. Song Tao explained that behind the beauty, higher quality noodles and accessories are needed, as well as the increase of technology and working hours. This means that within the industry, the uniqueness of our products is virtually guaranteed and will not be exceeded or imitated for a certain period of time.

A mature creator can never work only by inspiration. Similarly, design innovation does not wait for Muse to come. The design innovation of long-term stable output needs about 2% inspiration, 38% method and 60% sweat. "Our team designers will also encounter creative bottlenecks. At this time, the solution is to go out, participate in training, and communicate with peers." Home based e-commerce will often hold product chambers of commerce, and the design department will invite different people from sales, vision, content and other lines to participate together, similar to tea parties, to "chat" about products, So as to optimize the product.

As a category with the highest penetration rate of home e-commerce, the "Red Bean Red" (red thermal suit) series has the highest customer price among similar underwear products. "This comes from the fabric, quality control and brand appeal of Red Bean at home." When talking about the most proud category, Song Tao's pride is expressed in his words. "Softness and comfort are synonymous with the home of Red Bean. In order to achieve these four words, at the same time, it requires high technology. This is our insistence and our lifeline. As a design team, we have the responsibility and mission to make the red bean brand more dazzling from the inside (fabric, technology) to the outside (appearance)!"

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