Benchmarking Uniqlo Meili City'S "Three Business Linkages" Sign The "Wuhan Alliance"

In the middle of August, you Lin, the founder of Cat Man, issued the No. 1 assembly order for the new brand of Melee City: the order for the clothing industry supply chain, the first wolf sales team gathered in Wuhan to jointly create a high-tech clothing brand of Melee City with a goal of 100 billion yuan, causing a sensation in the clothing circle. The Shanghai clothing brand circle, Hangzhou e-commerce and the Yangtze River Delta clothing supply chain closely followed Wuhan: Cat Man is in the next big game.

On August 22, Clothing supply chain The top e-commerce sales team gathered at the headquarters of Wuhan Meili City. At the launch of the science and technology brand Juqingjushi and win-win strategy of "Meilicheng" and the signing ceremony of the first batch of partners, Meilicheng signed the "Wuhan Alliance" with five partners on the spot, with the goal of GMV reaching nearly 2 billion yuan. Among them, there are high-quality suppliers for international big brand garment OEM, and there are domestic well-known MCN organizations that broadcast the goods with operators, There are sales companies founded by the training lecturers who signed the contract with Douyin Express, and sales teams with more than 10 years of Alibaba platform operation experience and billion yuan store experience.

Meilicheng focuses on brand operation brand As a link, the supply chain is linked, and the sales team of e-commerce is the leader. One card played by the "three business linkage" becomes a king.

Benchmarking Uniqlo to promote minimalism, aesthetics and high-tech clothing

In "Ten Billions in Three Years and Hundreds of Billions on the Trend", at the press conference, you Lin's keynote speech made the people present excited: "Our goal is to achieve GMV breaking ten billion yuan in three years, 20 billion yuan in five years, and 100 billion yuan in 15 years." From the outside world's perspective, the dream of starting the Meilicheng brand project with a capital of 1 billion yuan is somewhat big. But You Lin, who has experienced ups and downs in the industry and fought back from the enemy, has the confidence to win. "As early as 2019, after we started the digital transformation, the compound growth rate of Cat Man has reached 60% for five consecutive years. In 2022, the sales revenue has exceeded 10 billion yuan, far exceeding other traditional underwear brands."

Before the establishment of Meilicheng Technology Company, Cat Man spent a lot of money to position the brand, and finally got the approval of "high-tech clothing" with high votes. "What we admire is the minimalist, aesthetic and high-tech clothing, and Meili City is born for high-tech clothing," You Lin told reporters.

You Lin, Chairman/President of Maoren Group and Meilicheng Brand

This time, Uniqlo was targeted by Meili City, and it is not groundless that China Uniqlo wants to be an upgraded version. It is reported that the sales of cat man underwear exceeded that of Uniqlo. After Uniqlo entered the Chinese market, it had carefully studied cat man and always regarded it as a potential competitor. The important reason why Uniqlo studies Cat Man is that the thermal underwear that Cat Man is good at creating is in the leading position in the industry for the application of high-tech fabrics. On the other hand, China's Meili City hopes to surpass Japan's Uniqlo in five years and create a high-tech version of Uniqlo with a brand of 100 billion after creating the myth of 10 billion cats.

Wang Bo, the founder of the East Pole positioning for Meili City, believes that Meili City is not a new brand, but stands on the shoulders of giants. The chairman, resources, strength, core team, experience value, etc. are readily available, which is also an important reason why so many partners are coming.

　　 "The upgraded Uniqlo not only pursues minimalism and aestheticism, but also aims at the new trend of high-tech clothing. From the past history of Cat Man, this enterprise is paranoid in its pursuit of products from its chairman to front-line research and development personnel. But it is the so-called paranoia that can survive, and the market needs this enterpriser who is bold, has a pattern and a mind to integrate Resources, follow the footsteps of the times ", said Wang Bo.

"In fact, compared with Uniqlo, as a native Chinese national enterprise, the needs of Chinese and foreign consumers are different, and we will certainly understand the Chinese market better than Uniqlo," You Lin said.

　 Pear ice cream, glacier blue, Barbie powder, opal, high-tech down jacket with black technology

It is understood that this winter, the main category of Merit City is high-tech Down Jackets 。 The down jacket seen by the reporter on the scene is mainly of low saturation color, combined with the color of healing dopamine, including pear ice-cream, glacier blue, Barbie powder, opal, scientific black, etc., and you can feel the fashion and high level in the minimalism when you come.

The key words involved in the theme and scene of these down jackets are # snow mountain puffs # urban minimalist technology # curing dopamine # functional outdoor camping, etc. In product research and development, we pay attention to the combination of art and technology, such as volcanic rock fabrics that can generate heat from themselves, so that down jackets have a warmer space; The down jacket with memory, because the fabric used has memory, even if it is rubbed, it will be smooth quickly. These characteristics are very suitable for people who like light life.

The reason why the category promoted by Meili City is down jacket instead of technology that Catman has always been proud of Underwear You Lin has his own logic: "Cat Man has achieved the first place in the market in making underwear, which only accounts for about 8% of the clothing market. Mile City focuses on making all kinds of scientific and technological clothing, which can achieve rapid growth in terms of category expansion alone. Down jacket is a big category of clothing, and we will definitely make it bigger."

"For a long time, there have been two mainstream approaches in the clothing industry, one is low quality and low premium, the other is high brand and high premium. But we have to take the third path to create high-quality and affordable high-tech for Chinese consumption Down Jackets We will become the destroyer of the industry - get rid of high prices and provide brand sense of high cost performance high-tech clothing ", You Lin said.

Disassembling the price war and supporting brand enterprises is also what Tmall wants to do this year. On August 16, Taobao platform made a major adjustment to the sales presentation script and sales display rules of commodity details, which made it difficult for enterprises ranking top in sales to win only by relying on low prices. This major change provided an opportunity for brand enterprises like Meilicheng.

"The Meilicheng down jacket refuses to be rolled in, and does not engage in price war. The product is planned by the headquarters in a unified way, and enables the domestic head supply chain R&D and manufacturing", said the head of the Meilicheng down jacket business department. The project leader of this category has been the leader in China Down jacket brand The trading project has achieved great success, and is very experienced in project operation. This parachute to Meili City has also brought a number of high-quality supply chains and attracted many excellent people to join. Most of them believe that "Meili City is a very challenging project", and a number of professional managers want to "seek a job and realize their dreams together" in Meili City.

It is reported that this year, Meili City Down Jackets There are three main trends, namely, responsible appearance, light and warm comfort, and technological innovation. This is because in the era of consumption degradation, consumers' requirements for down jackets are rising rather than falling, and they pursue higher cost performance. Take the product selling points as an example, the lifestyle pursues theme scenes and diversified scenes, including commuting - urban life, outdoor - fashion and leisure, and light sports - comfortable outdoor.

On August 22, with the release of the strategy of Meili City, a century war to subvert the industry is about to begin. Meili City, the city of beauty and power, carries the dream of garment people to win hundreds of billions of brands.