The international new Chinese style that grows in the long season | ICICLE Zhihe × Zhiyi
2023-08-18
Zhiyi Technology
A small tear drops on the stone for a long time and does not dry
The whole season has made it into a lumpy stream of amber,
Behind the concrete light is something far away
- Ban Yu "Tardigrade"
The apparel industry has been developing for decades, and in recent years, fast fashionParticularly eye-catching, not onlyWith its ultra-fast update frequency, it has captured the hearts of a large number of consumers, and has also created countless trends and wealth myths, attracting imitation and follow-up from inside and outside the industry.
However, there is such a garment company in China -ICICLE's Harvest, but in the environment of fast fashion, it went the opposite way to start "slow fashion", and also claimed that "design is not designed for design", "no discount all year round", insist"buy less, buy better and make it last”。
Interestingly, in such an "untimely" insistence, ICICLE Zhihe silently accumulated and precipitated like a seed, and once broke the ground, not only reached the order of billions in revenue, but also landed on the top fashion district in Paris this year, Rue Saint-Honoré, and Hermès as a neighborThe new business card of China's high-end women's clothing。
In the final analysis, there is no right or wrong between fast fashion and slow fashion, the essence is to better serve consumers, and the difference is only that ICICLE has chosen a more stable and long road. Today's summit is just a long accumulation and finally the harvest season.
As Chinese enterprises enter a new era of digital transformation,ICICLE's choice to cooperate with Zhiyi Technology will open up digital insights into the consumption behavior trends of Chinese consumersWith real needs and experiences as the soil, it will thrive again.
Speaking of Zhihe's brand temperament, it is inseparable from the founders Ye Shouzeng and Tao Xiaoma. The origin of intellectuals made them envision the brand from the very beginning"Making the basics of natural fabrics for people who go to work"。
In that era when the concepts of "white-collar" and "middle-class" were not popular, as former teachers, they noticed the pain points of many young graduates around them early on - they had to change into formal professional clothes after changing from students to professionals, and lost the comfort of wearing casual clothes in college. Therefore, theyIt is inferred that there must still be a large number of rigid needs in the market who "want to wear natural and comfortable clothes even when they go to work".。
In 1997, the first season of Zhihe's products after its establishment, the main clothing launched was a suit made of cotton and linen.
Not only that, in the days that followed, Zhihe also created a series of innovations to make office wear more comfortable, such as lightweight structure suits without lining, men's silk suits, silk suits, and clothing linings made of organic cotton.
In 2013, ZhiheAcquired an international TOP brandOne of the most important garment manufacturers –Capgemini Garment Factory, thus indirectly gaining experience in top-of-the-line fabrics and top-of-the-line fabrics.
Now Zhihe's ace item Aircoat double-sided coat is many of the original big brandsAfter the user experience, they were "rebelled". In addition to the fabric addition of "a coat is lighter than a cup, but it can have a constant temperature of 37° in the cold winter", the deeper reason isThe fit of Zhihe is more suitable for the Chinese。
If it is said that the technology that is in line with international standards,Fabric, fitUpgrading is Zhihe's leadership to Chinese consumers, so the essence of success is still due to Zhihe's reach of the real needs of Chinese consumers.
Especially after the birth of Tao Xiaoma and Ye Shouzeng's first child, Tao Xiaoma, as a mother and a company manager, needs to take into account the dual pressure of raising children and business management, which makes her exhausted and exhausted, and has personally experienced the difficulties and demands of women in the workplace:
"My understanding of 'comfort' is no longer just a simple 'physiological comfort' of 'office workers who have just graduated from college like to wear cotton and linen clothes', but 'in the process of struggle, the balance of body and mind, the relief of stress, and the nourishment of the soul'."
And today, when big data is pervasive, in order to be able toEarlier, faster, more complete, and more accurate insights into consumers，Zhihe chooses to cooperate with Zhiyi Technology, and will use its [Zhiyi] [Shake Yi] [Zhixiaohong]and other apparel industry data intelligence SaaS products to identify consumer behavior, so as to capture the latest demand.
Next, we will be based on Zhiyi TechnologystandardizationConsumer Demand Insights solutionto demonstrate how AI big data can help the mining of consumer behavior on the whole platform.
When the digital economy penetrates the design, production, circulation, consumption and other scenarios of the apparel industry, consumer demand insight is no exception, and advanced digital working methods are urgently needed to make up for the shortcomings of traditional "empiricism" and "subjective perception".
Through the "Zhiyi".【Industry Insights】functionMerchants canBefore you start your design-side work, check the percentage of attributes, styles, or styles in each category in the marketEven the vertical attributes such as sleeve length, collar type, and placket of women's woolen coats can be clearly counted, so as to understand the distribution of the market on the spot and infer the degree of satisfaction of consumer demand，Supplementary support for product planning and operational decision-making。
For example, if a merchant thinks that consumers have a need for sleeveless woolen coats based on their own experience, they can do so【Industry Insight-Attribute Analysis】to screen "sleeveless" to see the market situation, assess how saturated the market is for this type of clothing, whether it is a red ocean or a blue ocean, and whether it should be entered.
"Zhiyi" is still there【Fan Portrait】function, which provides the distribution of explicit characteristics such as age, occupation, and interest of consumers, and helps merchants dig out deeper hidden characteristics such as usage scenarios and behavioral habits.
Considering that "consumer evaluation" is one of the most important channels for collecting consumer feedback, Zhiyi provides in addition to[Evaluation Analysis]In addition to the features, it has also been developed to go furtherKeyword refinement of bad reviews, such as the fabric is easy to wrinkle, the air permeability is average, the collar is not good, the thread is not good, sticky wool, etc.,These "lightning points"Isn't it a real need that consumers have yet to be met?
Figure: A brand's Review Analysis page
Merchants can pay attention to the negative reviews of competing products or other benchmark companies.I assume myself brandThe review criteria for new product planning are to be used as a warning and to avoid risks。For example, if you want to develop woolen coats, you can aim at the problem of "sticky wool/pilling" and develop a "non-sticky/non-pilling" woolen fabric to accurately blast consumer pain points.
On the other handSince the development of the apparel industry, multi-channel operation has become an established fact。 In addition to Taobao, various social media platforms such as Douyin and Xiaohongshu are also important positions that clothing merchants cannot miss, and tapping the consumer demand of these platforms should naturally also be on the agenda.
Compared with Taobao's formed and stable competition pattern, Douyin Xiaohongshu, whose traffic has gradually risen in recent years, has a rhythm of savage growth in the e-commerce ecosystemFaced with more opportunities and challenges, it is more necessary to improve their competitiveness with a large amount of professional data。
Based on the accumulation of technical experience in the apparel industry for many years, Zhiyi Technology has deeply covered e-commerce platforms such as Taoxi, Douyin, Xiaohongshu, and Dewu, and the key functions mentioned above, such as "Industry Insight" and "Fan Portrait".[Shake the clothes] and [Zhi Xiaohong]The same applies to the product, and even includes the same brandAssociated notes with high-frequency keywordsThe order conversion of influencer fans and keywords in the comment areato capture key needs from the perspective of public opinion.
Through the intuitive visual data presentation of Tao, Dou, Red and other platforms, clothing merchants can efficiently and accurately find the diversified expressions of new and old and potential consumers, as well as bring goodsTalentedCooperation fit, as a preliminary preparation for product promotion,Let the blind guessing of "crossing the river by feeling the stones" become a thing of the past, and the real demand can be realized。
generallyAccess to a series of data intelligence SaaS products in the apparel industry, such as "Zhiyi", "Douyi", and "Zhixiaohong", is an important measure for apparel companies to digitally gain insight into consumers at this stage, whether it is to aggregate the public opinion trends of emerging platforms such as Douyin and Xiaohongshu, or to optimize product planning to enhance product strength and competitiveness.
Zhiyi Technology andICICLE's HarvestThe collaboration also reaffirms the need for data for the apparel industry。
Just as in the past long season, Zhihe had silently dormant and accumulated great energy, and finally radiated in Paris, in another choice, they will also drawNew nourishment – data, all the way to the future.
This timeZhiyi Technologywill be with them.
Snap your fingers, he said
Let's snap our fingers in resonance
Things that are far away will be shattered
The people in front of him didn't know it at this time
Past Cases
1. "Where was Chinese fashion born| ICICLE Zhihe's Answer", HAO Good
2. "ICICLE Zhihe: China's most "involutional" clothing brand! , Professor Zero
