Niko and...× Chi Yi | Discover more possibilities for trends
2022-11-01
Zhiyi Technology
When it comes to popular and trendy favorite retail brands, Japan's "Niko and..." is almost always nominated.
You know,"Niko and..." is one of the most recognizable lifestyle retail brands in Japan, like MUJI and Uniqlo, everyone in Japan knows about it, and everyone knows it, and it has been popular for more than ten years.
Strictly speaking, "niko and..." is actually a "style compilation brand" that specializes in various categories such as clothing, groceries, and home furnishings, "niko" means "Nobody I know my own style", and "and" represents various life possibilities to be explored and discovered.
At the end of 2019, in order to pursue more possibilities, "Niko and..." landed on Huaihai Road in Shanghai, opening the first flagship store in China and the largest in the world with a business area of 3,400 square meters.
3年后，秉持着同一份对未来可能性的追求，"Niko and..." signed a contract with Zhiyi TechnologyTogether, we will launch a new round of exploration of the unfinished possibilities of life and curiosity about more trendy styles.
In October 2019, the headquarters of ADASTRIA, which is also scheduled to open in Shanghai, is "Niko and..." The parent company, the official revealed that it hopes that the brand can use China's social media, opinion leaders and other digital marketing methods to promote its characteristics of updating the store theme and product enterprise every 45 days.Make "niko and..." an online celebrity store recognized by young people in China。
Helplessly, people are not as good as heaven, and no matter how powerful the planning ability of "Niko and..." is not enough to withstand a natural disaster.
In 2020, the new crown epidemic swept across the country, and the impact on key offline stores was particularly severe, not to mention the new stores that had just opened for one month. At this time, it is unrealistic for any brand to invest a lot of time, energy and money to build offline sales channels.
So in June 2020,"Niko and ..." entered the Tmall brand flagship store。 Before that, the e-commerce operation of "Niko and ..." in Japan was mainly self-operated, and the sudden attack of the epidemic forced them to consider the cost performance. At the same time, the relevant person in charge said that "cooperation with other e-commerce platforms other than Tmall is not ruled out", so as to promote the sales growth of e-commerce channels and let more non-Shanghai consumers know the "Niko and..." brand.
It is this forward-looking understanding that has laid a good foundation for the next cooperation between "Niko and..." and Zhiyi Technology.
In 2022, in order to better operate online e-commerce channels, the Japanese brand "Niko and..." signed a contract with Zhiyi TechnologyPass[Zhiyi], [Shaking clothes], [Meinian]and other data intelligence SaaS products in the apparel industry, refine the operation of Tmall and Douyin, and achieve higher quality and efficient business upgrades, so as to further enhance the brand's popularity in China and break out of the existing fierce market competition.
At the beginning of the e-commerce operation of "Niko and...", the pricing followed the old-fashioned mindset, that is, the brand imported all goods from Japan adopted the global parity strategy, and only the related products of the co-branded series would be priced in a higher range.
However, in the actual process, with the addition of additional costs such as tariffs and logistics, even if it is a Japanese commodity that is cheap, the price of exporting to China will inevitably increase, even if this price increase is not due to the subjective will of "niko and ..."
In response, "Niko and ..." said, "We only have two stores now, and if we open more stores in the future, our marginal cost will go down, and our pricing may be lower, or even lower than the Japanese price." At the same time, a supply chain dedicated to the Chinese market will be developed to reduce costs. ”
On the other hand品牌还可以使用第三方数据平台来分析市场上消费者对各个风格、品类的价格接受度In order to clarify the most suitable pricing range for your products, so as to adjust the price strategy and the related operation methods behind it.
For example, with the help of Zhiyi【Industry Insight-Price Band Insight】function, we can intuitively see the sales trend and corresponding hot-selling products in any price range such as 400-500 yuan in the entire Tmall/Taobao women's clothing market.
Source: Zhiyi [Industry Insight] page
As shown in the figure above, we can also find that the sales of women's clothing in the price range of 400-500 yuan are greatly affected by the pre-sale of Double 11, and the upward trend shown on the first day of pre-sale on October 24, 22 is similar to that on October 21, 21, and the highest value year-on-year is slightly better than last year.
In this function page, whether it is women's or men's clothing, children's clothing, underwear/loungewear and other sub-clothing industries, or time, you can find the corresponding sales trends, categories, attributes, brands, and even data analysis including colors and fabrics in the selected target price band.
Source: Zhiyi [Price Insight] page
For example, in the past 30 days, the distribution trend of Tmall women's down jacket fabrics of 700-800 yuan has been known【Price Band Insight】It can give extremely detailed data support to assist brand decision-making.
If it is a Douyin e-commerce operation, the brand can also use Douyin【大盘分析-价格分析】, further sales analysis of the price bands of various clothing categories on the Douyin channel, and also support the differentiated comparison of live streaming and work delivery.
举个例子，同为近30天内的抖音渠道女装休闲裤，在合作达人数无明显变化的情况下，50元以下价位商品受双11活动影响，直播带货销量骤然激增，而作品带货点赞量却略有下滑。
These different trends are not only beneficial to a brand's pricing strategy, but also usefulAssist brands to provide a credible basis for the optimization of subsequent product marketing and promotion, and achieve cost reduction and efficiency increase。
In addition to actively adapting the pricing strategy to China,商品品类的本土化亦是「niko and ...」融入中国市场、取悦中国消费者，尤其是Z世代年轻人的当务之急。
When they first opened in Shanghai, they stocked the Chinese market based on Japanese sales data, but now they use domestic sales data and feedback from store employees to determine the number of products.
当前的「niko and ...」服装品类，男女装商品的备货比例便迥异于19年刚来中国时。而截止目前，「niko and ...」有30%的产品开发都在中国完成, including clothing, groceries, and outdoor goods.
这是因为「niko and ...」品牌基因中极强的潮流属性，每45天根据不同季节设置相应的消费主题，且高频次迭代服装、杂货等商品品类，因此Brand operations must firmly grasp the preferences of consumersAnd on this basis, we will make the corresponding and extremely efficient processes of product research and development, distribution, and innovation.
In this regard, Takayuki Ozawa, the person in charge of "Niko and..." said, "Only by firmly locking in consumer demands can Niko and..." always be at the forefront of the market by gaining insight into consumer trends, grasping the pulse of consumption, and constantly updating consumer demands."
作为一个在上海生活了10年之久的日本人，小泽隆行深刻地认识到中国与日本市场的差异性。举个例子，他注意到Clothing matching is the biggest difference between Chinese and Japanese consumers。 Japanese young people like to wear loose and fat dress styles, and they don't like to "show their figure"; On the contrary, young Chinese prefer tight-fitting shorts, while women prefer crop tops and high-waisted pants.
The trend preferences and consumption preferences of these Chinese young people,Instead, "Niko and..." is forced to put consumer insights first in product development, so as to localize its products in the Chinese market。
Based on this, the brand relies on Zhiyi【Industry Insight-Category Insight】功能实现高效洞察，即在数据赋能下，快速、直观地观察到任一具体品类的趋势。
Source: Zhiyi [Industry Insight-Category Insight-Category Analysis]
As shown in the figure above, after setting the filter conditions for the category, the attribute sales trend of Tmall men's windbreaker in the past 30 days can be accurately collected, including the length of the garment, the placket, the collar type, etc., so as to do soCapture the deeper and more refined demand trends of consumers as a SKU reference。
Source: Zhiyi [Industry Insight-Category Insight-Hot Products]
Click on the corresponding one【Hot Sellers】page, you can also sort out the best-selling products in the market according to the dimensions of day/week/month, product status, etc., and support sorting by sales, collections, sales, reviews, etc., which greatly simplifies the market data collection work of category planning.
Source: Meinian [Collection]
Click on one of the best-selling items【采集】button, you can collect several style drawings of the product to Meinian with one click【Inspiration Collection】，并且摒弃了以往繁琐的下载-分类-压缩-传输-解压等一系列的流程，自动将数据同步至云端，轻松实现团队内部成员数据共享。
Source: Meinian [Collection]
atAI自动化打标+智能搜索方式的双重赋能下，资料的整合梳理变得井然有序，出款的流程变得规范可回溯，设计与产品之间的合理转化也变得更加高效，品牌的品类开发效率被进一步提高。
如今，「niko and ...」在上海共开了7家门店，同时在重庆、南京、成都等城市设有不同地域特色的门店，成绩斐然。
在小红书上搜索「niko and ...」，入目尽是排队、穿搭、明星同款等高热度，当人们提到品牌名，脱口而出就是“我知道！那家很火、排队很长的网红日杂店！”
In 4 years,"Niko and ..." perfectly fulfilled the wish of "becoming an Internet celebrity store recognized by Chinese young people" at the beginning of its entry into China。
After signing the contract with "NIKO AND...", Zhiyi Technology is honored to share this courage to move forward and explore the future, and explore and discover more possibilities of trends together.
