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A generation has the emotional resonance of a generation, or self-improvement, or sharing weal and woe, or honor...... The brand imperceptibly carries this emotion in each period. whereasHow to adapt to the changes of the times and how to understand consumer needs determines where the brand will eventually go。

In recent years, as Generation Z has gradually awakened to its identity and national self-confidence, domestic brands have risen strongly. Bosie is one of them.

Bosie, homonym "Boxi", meaning "Wilde's lover's nickname", is a beautiful man, echoing the brand's "genderless" positioning, and also agreeing on emotional and spiritual fit.

Source:BosieOfficial website

从2018年创立至今，Bosie拿到了6轮融资，其中不乏明星投资机构。BosieIt also lived up to expectations, in the context of slowing economic growth, it maintained a growth of 200% for three consecutive years, and achieved a new record of single-day sales exceeding 100 million yuan on Double 11 in 2021.

Anthropologist Mary Douglas said in The World of Goods, "Consumption is a ritual process whose primary function is to find meaning in the constant flow of events, to construct an intelligible world through the objects he chooses.”

Taking Generation Z consumers as an example, their admiration for personalization and diversification makes a brand and a product more need to meet the spiritual level in addition to the basic functions.

Bosie's founder, Liu Guangyao, knows this. From the beginning of its establishment, Bosie has aimed at the current social culture of equal rights for men and women, combined with the consumption preferences of young people of Generation Z who love comfort and fashion, and focuses on "genderless, ageless" clothing categories, so that couples, girlfriends, and parents can achieve barrier-free sameness.

来源：BosieOfficial website

“Genderlessness is not a design style, nor is it an aesthetic tendency, but a category attributeand its style can be simple and elegant, or street, fancy and rock". Liu Guangyao added that "the genderless nature is free, independent and inclusive, and the society becoming more free and inclusive must be the inevitable direction of human civilization, and it will not regress with the change of cultural trends." ”

It is precisely because of the choice of the most fashionable young people, coupled with the many social significance, that Bosie pursues a breakthrough in design, is committed to tearing the entrance of the crowded clothing track with design, and enters the already fierce market competition with a high-profile attitude.

Source: Bosie's official website

Subsequently, in order to better and more efficiently design clothing that is in line with current fashion,Bosie chose to enter into a strategic cooperation with Zhiyi TechnologyThrough the digital insight into market trends of Zhiyi Technology, we can capture the design rules of popular clothing, so as to tap the real needs of consumers.

When experience meets data, how do decision-makers choose? On the eve of Singles' Day in 2019, Bosie founder Liu Guangyao was caught in this dilemma.

At that time, Bosie co-branded with the famous fairy tale IP The Little Prince, and planned to launch a Little Prince down jacket. After the style came out, due to the complex design, many process points, fancy styles, and expensive costs, Liu Guangyao was extremely entangled and hesitant: "This is a design made by an intern with a monthly salary of only 3,500. He liked this model very much, and he told us, boss, you must put this model on the shelves for production, and it will definitely sell well. ”

Source:Bosie Tmall

After a heated internal discussion, Liu Guangyao placed an order for 50 pieces based on the value of "giving young people a chance". To everyone's surprise, after the new model, its sales, collections, additional purchases, visitors, and conversion rates have increased well天猫平台都给出了一个惊人的销售预测。

But out of an abundance of caution, Liu Kuan Yew only prepared half of the inventory predicted by the platform. As a result, on the day of Double 11 in 2019, nearly 10,000 pieces of this co-branded down jacket were sold in 10 minutes, and then the whole line was out of stock.

尽管单款销售额近千万，刘光耀依然后悔：“如果当初相信了大数据预测，赚到的钱能翻倍。这件事儿给我本人和团队很大的冲击，Now Bosie's products are heroes who don't ask where they come from, they only look at data, and use data to drive the production and decision-making of goods。”

In this case, a product that can help Bosie gain insight into clothing trends and anticipate them begins to show its true value, such as:知衣科技旗下产品——知衣。

Predict the trend of the trend

First of all, Zhiyi will monitor the dynamic information of clothing on the whole network (Tao series, Dou series, etc.) to help brand owners establish a general understanding of the overall situation of the entire clothing market, such as categories, attributes, price bands, etc., and further clarify the brand's positioning and product sales strategy.

Source: Zhiyi

基于40万+电商平台店铺和10万+品牌官网的服装产品追踪Zhiyi Technology has the ability to extract and analyze information on clothing fabrics, styles, colors, patterns, etc. on the market; At the same time, it can also make a visual trend chart of its sales volume, sales, and new data.

Source:知衣

By integrating the data performance of various dimensions and combining the keyword analysis searched by consumers, Zhiyi Technology can meet the needs of brand owners for predicting the trend of the market with a high probability and generate the corresponding algorithm map.

Track the hot market hits

On the "Product Library" page, designers can observe and analyze the current sales of products based on their own clothing category needs in terms of the most sales, the most sales, the most collections, the most reviews, and the time on the shelves.

来源：Zhiyi

点击商品链接进入详情页，能在商品概览、属性分析等基础分析之外看到市面上的相似款式，为进一步获取款式信息提供了更加便捷的渠道。

Source:Zhiyi

On the "Ranking" page, designers can observe the popular list, soaring list, and new product list in multiple time dimensions such as weekly, monthly, and quarterly.

来源：Zhiyi

It is worth noting that the new product list, among which there are many best-selling items in niche high-quality stores, and the creativity in style and style also has a lot of analytical value.

Source:知衣

时代在变迁，消费者的喜好也在不断轮回。纵观服装的演变历史，我们可以从所透露出来的讯息中捕捉设计师观念的创新与改革，甚至乍现的灵光。

For example, designers of various clothing brands, for them, when design becomes a day-to-day job,Continuous and stable design output is the most important professional quality in the work, and it is also the most important ability for apparel brands。

But inspiration is often hard to come by. If a designer wants to accumulate inspiration quickly, in addition to drawing strength from experience and discovering beauty in life, sometimes it is necessary to learn to analyze market trends with the help of digital tools to be fully prepared for the birth of inspiration. Like what知衣科技旗下产品——知款。

Hot Trend Report

On the homepage of Zhixiang, click "Industry Reports" in the menu bar to get a series of hot trend reports of the current season. Based on the fashion data of Zhiyi covering the whole network,these行业报告主要针对秀场及市场表现展开趋势分析，为服装品牌提供有数可依的决策依据。

来源：Zhiyi

furthermoreEvery Double 11 and Double 12 shopping festivals, corresponding sales reports will also be generated，对热销店铺、服装品类、价格带等做出数据盘点。

Inspiration Gathering Artifact

In the upper right corner of the homepage of Zhiyi, there is a "collection of inspiration" for Zhiyi sorting and storage, which includes popular themes such as Lolita, yoga clothes, Athflow style, etc., click to view the corresponding popular styles and styles,It is conducive to designers to summarize and organize their inspiration, greatly reducing their time cost of collecting information, and focusing more on design work。

Source:Zhiyi

近年来，快时尚潮流席卷全国，消费需求的变化正倒逼服装品牌改变传统生产模式，逐渐走向以消费者为导向的创新型道路，以适应越来越快的流行趋势。

这无疑对处在“战争前线”的服装设计师提出了更高的要求，一系列因“快”而生的难题随之来临：如何高效有序整理日常收集的资讯信息？如何保证内外环节的循环畅通快速出款？如何最大化提高资源配置效率？如何解决部门间的低效协作问题？

To this end, Zhiyi Technology has launched a system to assist the clothing design team to efficiently complete the design and developmentDigital collaboration management platform - Meinian.

Collect popular pictures with one click

Meinian supports one-click collection of images of popular products on social platforms such as INS, Xiaohongshu, Douyin, etc., and also supports batch upload of local pictures to ensure real-time synchronization of data between computers and mobile terminals.

Source:知衣

同时，美念还能基于自有的图像识别技术，实现设计要素的智能识别与个性化标签管理, so that designers can reduce pressure and improve efficiency in the daily collection of information.

Online collaborative review and selection

在美念上，设计团队可通过框选批注、标注和评论功能进行在线交流，既满足团队随时随地在线审稿需求，也能及时将沟通后的设计结果沉淀保存。

Source:Zhiyi

In addition, in the digital style production process, thanks to the beauty of the mindComprehensive coverage of data from all aspects of the style life cycle，因此款式上市后的市场复盘效率也能有大幅度提升，并且后续能以此为基础进行针对性的环节优化。

Bosie与知衣科技合作以来With the empowerment of artificial intelligence, algorithm empowerment and other technologies, the sales data performance of related products has been greatly improved, which not only consolidates the stable and high-quality style design output of its own brand clothing, but also makes it break out of the encirclement in the increasingly fierce competition, and the cumulative sales in 2021 are expected to exceed 700 million yuan.

从数据上看，Bosie2021年10月首次上新商品的上架当日销量同比增长超200%It fully proves that the explosion rate of new products on Bosie has increased significantly compared with previous years, and its styles have been more recognized in the consumer market.

These achievements are inseparable from the improvement of Bosie's overall design level, and are also highly correlated with the fact that its designers learn to use digital products.

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