The 2022 Double 11 has long since come to an end, and the heat has disappeared, but the gold content of the data precipitated by the Double 11 still exudes the last residual warmth, which is worth repeatedly analyzing and summarizing.
Such as Zhiyi Technology is taking stock2022 Double 11 children's clothingcorrelation(Click on the blue word to read), noticed that Balabala ranked first on various lists, and was far ahead of internationally renowned brands such as Uniqlo, Anta, and FILA with an absolute advantage.
AsIt is the first brand of children's clothing in the Chinese market, and it is also a representative cooperative enterprise of Zhiyi TechnologyBalabala has maintained rapid growth with an average annual growth rate of 20% all year round, and has been highly recognized by a large number of parents born in the 80s and 90s, which can be called the light of domestic children's clothing.
And there are hundreds of thousands of children's clothing companies in China, why is the first balabala? What did it do right? Next, let's review the rise of Balabala and see what new ideas its successful experience can bring to the majority of children's clothing merchants.
Nobel laureate Tirole has proposedThe "two-sided market effect", that is, supply and demand can promote each other and form positive feedback。
In the past, "eating and closing" was the traditional and simple way of raising children in Chinese families, so compared with the large clothing industry with high gross profit and involution, children's clothing has not received enough attention, and the huge children's clothing market has not had a high-profile and professional independent children's clothing brand for many years.
Thanks to the arrival of a new round of baby boom and consumption upgrading, the post-90s and post-95s have gradually become parents, and "giving children the best" has become the mainstream parenting conceptIt has raised the market volume and high-end and refined demand of China's children's clothing industryIt provides enough time and place for the development and growth of the new brand.
According to relevant data, in the past 10 years, the scale of China's children's clothing market has increased year by year, and is expected to exceed 470 billion by 2025, and the total number of highly related children's clothing enterprises has also continued to rise to more than 460,000.
Founded in 2002, Balabala is one of those who entered the game early and seized the opportunity。
As a children's clothing brand under Semir, Balabala has been since its inceptionIt has the inherent advantages of sharing design, production and channels with the group。 And this business model of adult brands deriving children's clothing series is inUniqlo, Anta, Peacebird and other brands have also been confirmed.It is worth noting that theyAll made the list“Zhiyi 2022 Double 11 Final Battle Report Children's Wear TOP10”(Click on the blue word to read)and the number accounts for up to 50%.
Based on the top-notch and supporting design resources of Semir Group, Balabala subdivided the use scenarios of children's clothing early on, and combined them with the fashion trends at that timeLaunched the brand concept of "childhood is not the same"., with retro sports, cute baby, retro college, literary gentleman and other different styles of products and linkage SpongeBob SquarePants, Frozen, Sesame Street, etcIPDirectly refreshed the outdated disease of traditional children's clothing design,It has injected a new "living water" into the children's clothing market that has been dull for many years。
In terms of channels,In the early stage, Balabala focused on offline physical stores, and made a name for itself by continuously expanding the number of stores and entering shopping mallsIt provides a wider range of content and experience for the majority of children's clothing consumers, such as creating a large area of stores to set up children's play areas, holding urban fashion weeks, shining star child competitions and other activities, while enhancing user stickiness.Quickly completed the creation of a professional children's clothing brand image。
The advanced and fashionable design awareness, the laying of more than 5,000 offline stores in all tiers of cities across the country, the integration of full-link resources and the diversified activity experience emphasizing the experience have promoted Balabala everywhereIn 2016, it ranked TOP in China's children's clothing industry with an annual turnover of more than 5 billion, consolidating the first-mover advantage in the market.
In 2018, Balabala realized the development potential of lifestyle stores.Seize the traffic dividend of "experience economy" to create an offline trendy children's clothing landmarkIt has successively opened collection stores with different themes such as science and technology, space, and IP linkage in Wenzhou Times Square, Nanjing Oriental Flade, Wuhan Tianhe Airport, Beijing Daxing Airport, etc., covering different product lines and life scenes.
On the other hand, when vigorously consolidating offline channels, with the outbreak of online e-commerce dividends,Balabala has also caught up with the first wave of e-commerce。
Whether it is to rank first in Tmall's maternal and infant parent-child sales list for 6 consecutive years after entering Tmall, or to create a private domain format based on mini programs, and devote yourself to Douyin interest e-commerce to explore new growth opportunities,Almost every time, Balabala has been able to perfectly grasp the key nodes of market trend changes, further opening up the gap with other competitors in the children's clothing market。
combineChildren's clothing data statistics of Zhiyi Technology in 2021The market share of Balabala has reached an astonishing 8.26%, which is even higher than the sum of the market share of 2-6, and the hegemony of the children's clothing industry is unshakable.
From the expansion of offline physical stores to the expansion of online scale, after winning the market leader for many years, Balabala beganEntering a new stage of all-round upgrading of products and brands, seeking a more high-end, more fashionable, more refined business exploration.
Mr. Zhong Deda, general manager of Balabala, has publicly stated, "We have reorganized the brand's mission, vision and values since 2020.The core goal of the past three years has been to improve fashion”。
为此，巴拉巴拉近期大动作不断，先是焕新品牌形象，迭代了一整套的logo、门店形象、空间打造等视觉效果，还与法国知名服装设计师、前DIOR设计师ChristinePhung和中国新锐设计师VeecoZhao推出设计师联名系列；与中国火星探测、苏州博物馆、Jason Wu等IP联名合作；与抖音超品日举办“羽你相绒”长城梦幻大秀、与故宫宝蕴楼推出联名系列树立国潮新榜样、以“梦无止境”为主题的天猫超品日活动等。
一系列组合拳的背后，是巴拉巴拉用营销新玩法打造和引领童装新潮流的必胜之心，也是将时尚潮流转化为自身品牌势能的一大进步。
在2021年与知衣科技达成战略合作后，巴拉巴拉更是借助数据智能SaaS产品开启数据赋能时尚设计的新篇章。
如在商品企划、产品研发等业务场景中，品牌方可以根据「知衣」的童装行业洞察与相关数据分析来预判市场关键节点与重点品类。
举个例子，在知衣科技出品的《童装行业洞察&趋势分析》报告中，我们可以看到2021年童装品类中销售额同比增长的仅有羽绒马甲、羽绒服、风衣，而大衣、夹克与内衣套装则同比下降了20%。因此，品牌方可根据相关市场趋势对品类规划、库存备货做些许调整，以此降低压货风险。
其次，通过「知款」与国际时尚资讯接轨，品牌方还可在整合了INS、微博、小红书等海内外时尚平台和童装相关资讯的基础上，通过解构色彩、面料、款式、图案等关键元素来预测未来流行趋势，以此作为新一季童装的设计元素储备。
从企划端到设计端，基于知衣科技所提供的一系列数据支撑，品牌方不仅能深入了解到更有实操价值的市场动态变化，亦能在此过程中不断接触先进的童装潮流，并先人一步将之内化为自己的时尚理解，成为引领国内童装时尚设计的先驱代表。
总的来看，巴拉巴拉的成功可以归纳为主要三点：
一是提前洞察童装行业的潜能，在前期借助集团设计、渠道资源时主攻线下，通过先进的设计与消费体验抢占用户心智，逐渐夯实了巴拉巴拉品牌影响力；
二是紧扣数字经济发展节点，以绝对的商业敏感度率先布局天猫、抖音电商，并持续加码品牌影响力、时尚度，构筑起更高的品牌竞争力壁垒；
三是善于与知衣科技等成熟的数据智能SaaS服务商合作，通过利用数据to gain insight into trends, empower product planning, improve design efficiency, and achieve scientific evaluation decisions等，以此来提高童装爆款率和降低库存风险。
而作为巴拉巴拉的合作方，每一个服装品牌的成功，亦是知衣科技以数据驱动设计，协助服装品牌重塑服装行业生态的不竭动力。
截止目前，知衣科技已服务了数千家服装品牌，持续将丰富的服务经验沉淀为洞察趋势流行和挖掘爆款的技术能力，立志为更多品牌的业务增长、降本增效、艺术创新提供更易用、更智能、更精准的服装行业数据SaaS产品。
