China's "winner" decryption: holding N 1 billion retail sales brands, what did she do right?
The first quarter of 2023 has just ended, and all walks of life have reaped a lot of good news, and the apparel industry is no exception.
First of all, according to the data of the National Bureau of Statistics, the retail sales of clothing products of units above designated size sold in China increased by 6.4% year-on-year, an increase of 14.1 percentage points over the whole year of 2022.
Obviously, with the recovery of the industry and the increasing requirements of consumers for clothing quality and style year by year, the clothing industry, especiallyMid-to-high-end women's clothing will usher in a new historic opportunity in 2023。
Focusing on the micro individual from the macro whole, we find:"Winner Fashion Holdings Group (hereinafter referred to as "Winner")It can be called the representative of China's mid-to-high-end women's wear, not only listed on the main board of Hong Kong in 2014, becoming the first listed high-end women's wear company in Shenzhen, but also holding Koradior, NAERSI, NEXY. There are 8 major women's clothing brands such as CO Naiko, and 3 are "super brands" with annual retail sales of more than 1 billion.
It is worth noting that as a Chinese light luxury brand management group with leading scale advantages and brand influence,The winner joined forces with Zhiyi Technology in March 2022With the help of AI artificial intelligence and big data analysis, we can mine deterministic consumer needs and assist brand clothing design.
Next, we will:Based on the "consumer insight" solution provided by Zhiyi Technology for the winnersLet's take a look at what role AI big data can play in the clothing design of mid-to-high-end women's clothing and what improvements it brings to enterprises.
In recent years, under the coercion and catalysis of new trends such as big data, private domain, and live streaming, people's consumption scenarios and shopping preferences have undergone earth-shaking changes.
atWu Qingye, Executive Vice President of WinnerTake a look,"No matter how volatile and volatile the market is, we believe that the most important thing is to understand what is constant in the changing consumer。 Now, it is difficult to capture the changes of the post-90s and post-00s, and we must understand what is the essential demand of consumers for clothing: economy, quality, convenience or emotion? ”
Combined with market research,79% of users consider product quality to be an important consideration when making consumption decisions, and 43% of users believe that it is a very important consideration。 Obviously, compared with the "channel is king" in the past, today's brands must create good products that are recognized by consumers in order to "respond to changes with the same".
For clothing brands, good design is a good product.
In the past, most clothing brands made product planning based on their own experience, and then decided on the next stage of strategy according to the sales of the first batch, and optimized layer by layer. Nowadays, this kind of "experience-dependent decision-making" can neither deterministically predict consumer preferences, nor adapt to the current market competition environment, and is prone to serious consequences of "out of stock" and "backlog" due to judgment errors.
thereforeWhen brands face consumers who are very different from all over the world, instead of "betting on intuition", it is better to "see clearly" with the intervention of AI artificial intelligenceAfter all, each clothing category needs to develop hundreds, if not thousands, of new products in a targeted manner.
atThe "consumer insight" solution provided by Zhiyi TechnologyThere are three ways for brands to "see clearly".
Industry Insights: Gain insight into broader market trends
First of all, the industry market trend of the whole category.
In the price range of 1000-1500LadiesDresses, for example, passed"Zhiyi" productstarget【Industry Insight-Price Band Insight】, the brand canVisually see the online e-commerce marketplace of the corresponding categorySales, sales and new trends, as well as related attributes, brands, colors and fabric proportions, at leastHave a good idea of the market profile of your target category。
Illustration: The "Industry Insights" page of "Zhiyi".
As shown in the figure above, we can observe that the sales of women's dresses of 1000-1500 yuan in the past 30 days have increased by nearly 31% year-on-year, and in【Attributes】in one columnYou can also directly obtain the proportion of sales sales in more details such as skirt length, sleeve length, waist type, and collar type.Use data to "catch all the consumer preferences" of target products。
Illustration: The "Industry Insights" page of "Zhiyi".
These extremely detailed and accurate sales data statistics are especially suitable for brand owners to support their conclusions in business scenarios such as business planning, new product development, or stocking inventory SKUs, or to predict consumption trends and produce analysis reports from the perspective of the industry.
Further, with the accumulation of insights, brands can also corroborate them with their own historical order dataCreate an industry database that is exclusive to the brandIt can also observe consumer changes in advance based on the law of market share changes, and adjust the detailed design strategy of the category first.
Trend Reports: In-depth analysis with expert interpretation
In addition to satisfying the brand's independent search and sorting of industry data, Zhiyi Technology also providesProfessional "Trend Report" service, made by a team with a design background from major trend agencies, clothing companies, etc.,More than 30 articles are regularly put on the shelves every month。
Illustration: The "Trend Report" page of "Zhiyi".
The report is mainly divided into:Business Reports & TrendsThere are two major directions, among which the business report is more inclined to data analysis, and will review the major sales nodes or platforms from the perspective of market e-commerce, such as "23Q1 Women's Clothing E-commerce Data Review", "Xiaohongshu March Talent Ranking", "Douyin Women's Clothing March Hot Store Analysis", "Spring and Summer Tao Men's Wear Industry Trend White Paper", etc., which can be regarded as the past tense and ongoing tense of market sales.
The fashion trend report tends to summarize the shows and big names in each quarter, such as "23/24 Fall/Winter GUCCI Show Analysis", "23/24 Autumn/Winter Paris Fashion Week Color Analysis Report", "24 Spring/Summer Children's Outerwear Trends", etc., which mostly analyze the design ideas of those top heads from the perspective of style, color and pattern, which represents forward-looking and future-oriented.
Therefore, if the brand is rightConsumers' past, present, and possible future aesthetic preferencesIf you are interested, you may wish to start with"Trend Report"It is convenient to supplement the trend analysis dimension in a more professional and comprehensive way.synthesisPredictionFuture fashion trends at home and abroadagainCombined with the brand tonality, it can be internalizedDesign inspiration for the new season.
Leaderboard: Dig into the market to really hit the market
When brands need to understand what is in the marketThe specific popular model chosen by consumerstime, Zhiyi's【Leaderboard】The function is a time-saving and labor-saving shortcut entry.
Icon:The "Leaderboard" page of "Zhiyi".
As shown in the picture above,【Leaderboard】offerTime dimension, product style or price band as filter conditions,You can find target products, brands and stores with one click。
Like when weSelect "Tmall women's dresses with a price range of 600-700 yuan in the first quarter of 2023", and you will immediately get from ITIB, Tangshi, ONLY, and Meiban flagship stores in terms of salesTOP5 hits, as well as the specific sales volume of the corresponding style, sales.
Figure: The Product Details page of "Zhiyi".
Click on any of them to enter【Product Homepage】, you can also see the specific information of the product more intuitively, including the first shelf time, daily sales peak, SKU analysis, and buyer show reputation, etc.Peer-to-peer understanding of consumers' true emotions and feedback on the popular model。
"Zhiyi" also supports direct connection to the store to which the popular model belongs.Based onConsumers throughout the store make fan portraitsto discover their gender, age, occupation, and urban distribution, and even further【Evaluation Analysis】andKeyword refinement of bad reviews, such as the fabric is wrinkled, the air permeability is average, the collar is not good, the thread is not good, and other negative feedback from consumersAs a risk aversion for the planning of new products of our own brand, we should take it as a warning。
Figure: A brand's Review Analysis page
All in all, among the functions provided by "Zhiyi",The advantages and disadvantages of popular models are worth paying attention toIn this way, we can more accurately grasp the "taste" of consumers, truly optimize the design from the dimension that consumers like and understand, and make our brand's new products grow into explosive products step by step.
Design is the accumulation of aesthetics. In other words, design can also be the accumulation of consumer cognition.
Today's clothing has already evolved into a kind of personalized consumption of non-standard products, and the corresponding clothing business must also adhere to the consumer-centric, in order to find the constant trend law in the ever-changing personalization.
The long-term cooperation between Winner and Zhiyi Technology is based on the consensus of consumer insightsIt is hoped that the link point between consumers and fashion trends can be found through AI artificial intelligence digitalization, so as to realize the iterative optimization of clothing design and even the workflow of the clothing industry with the help of market data expression in various dimensions such as color, version, and fabric.
whereasThe success of the winner is also the source of motivation for Zhiyi Technology to feed back the design with data。In the future, we will continueThe rich service experience has been precipitated into the technical ability to gain insight into trends and explore popular models, and continuously develop more valuable data SaaS products for the apparel industry, so as to boost the digitalization process of the entire apparel industry。
Wu Qingye: The Digital Practice of Winner Fashion
"Understanding the Winner Fashion of Investment Opportunities for Consumption Recovery in 2023 (3709.HK): Tree with Deep Roots and Move Forward with Determination"
