In winter, 2500W shark pants were sold, and in summer, the sunscreen clothing market was shuffled, and this brand won hemp
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In recent years, the consumer market has been looking for: Is there a fixed formula for creating a hit?
When social media such as Douyin and Xiaohongshu were newly launched, the industry once summarized the combination of "N notes, N short videos, and N anchors with goods". But for now, does the formula work? What should be included in a truly replicable hit methodology?
SIINSIIN TOOK THE LEAD IN MAKING A SAMPLE, GIVING HIS OWN ANSWER WITH 618 AND DOUBLE 11 RECORDS IN 2024.
According to the data of Zhiyi Technology, SIINSIIN's snow skin sunscreen clothing ranked among the best in sales of 618 times on Tmall in 2024;In Tmall Double 11, the SIINSIIN brand was airborneThe first day of pre-saleTOP1 in the store list； During the big promotion, its shark pants have been on the top three of the popular product list for many times, and the official flagship storeThe full-cycle sales of Double 11 have exceeded the 1 million mark。
And that's not all SIINSIIN's record. From January to October 2024,SIINSIIN's brand market share in the Tmall women's sunscreen clothing category exceeded 10%, and the market share in the leggings category reached 18%, three times higher than the second place. Especially the subdivision of shark pants,SIINSIIN has sold a total of 2,500W sales in three years, and the market sales accounted for nearly 50% in October this year, and the top 10 best-selling products of the month occupy 8 seats.
How did SIINSIIN do it by creating two phenomenal explosive products of "winter shark pants and summer sunscreen clothing" one after another?
Since 2023, SIINSIIN has reached a strategic cooperation with Zhiyi Technology.Next, we will be based on the information provided by Zhiyi Technologymarket withConsumer insights solutionsto analyze the magic of SIINSIIN's explosive products.
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Data Thinking Market Insights
Create the confidence of explosive products
We all know that there may be an element of luck in creating a phenomenal hit product, but being able to create a hit based on the first hit is the best embodiment of SIINSIIN's market acumen.
The successive success of SIINSIIN shark pants and sun-protective clothing has become the best research model in the industry, and its team has crossed the category of explosive product creation path.The fundamental reason lies in in-depth consumer insight, jumping out of traditional product thinking, and responding to pain points and needs from a consumer perspective。
For example, SIINSIIN's flagship product, shark pants, is a magical category that they noticed around 2020. At that time, the women's intimate clothing market was prevalent in the "no size, no underwire, no gender" doctrine, and yoga pants were popular.Relying on the data, the SIINSIIN team found that the growth rate of "shark pants" is very fast from the category mining test。
The SIINSIIN team believes that compared with yoga pants, shark pants have both warm and comfortable functions, are not embarrassing to wear outside, can open up new scenarios such as sports and outdoor, office, etc., have higher versatility, and will have a larger user group. At the same time, in response to the pain point of dry skin and easy to fine chips in autumn and winter, SIINSIIN innovatively added hyaluronic acid and niacinamide ingredients in the skin care field, giving a differentiated choice that leads similar products.
This R&D approach has also been applied to the sun-protective clothing category, a Red Sea market that is the complete opposite of shark pants. In order to respond to the pain points of consumers who are "afraid of getting old, sunburned, and spotted", SIINSIIN's snow skin sunscreen clothing is innovatively injected with ectoin, titanium dioxide sunscreen masterbatch and other materials, which pioneers the combination of sunscreen and skin care, bringing a new sunscreen experience.
Wu Dongqing, the founder of SIINSIIN, was sure of the market sales prospects of this sunscreen clothing, so he placed an order for 1 million pieces of fabric in November last year, and increased it to 2 million pieces at the beginning of this year. When asked about the source of his confidence, he gave his own answer:
"Confidence comes from data and user insights. When you continue to gain insight into users and the market, you will have confidence in the direction of the product and the market's response. ”
In 2023, after reaching a cooperation with Zhiyi Technology,SIINSIIN In the follow-up consumer insights on the market side, three SaaS products were added: "Zhiyi", "Zhiyi" and "Shake Yi"., the response data will be more "confident"。
As in"Zhiyi - Industry Insights" / "Shaking Clothes - Market Analysis"With the help of the [Attribute Analysis] function, you can understand the market sales trend of each attribute of sunscreen clothing and shark pants, including ultraviolet protection coefficient, UVA, popular elements/processes, etc., as a reference for market data for new product development.
Source: Zhiyi-Industry Insight-Attribute Analysis
The potential needs of consumers can be found in"Zhiyi"/"Shake Yi" [Red and Blue Ocean Analysis]Select the attributes of the target category, and then switch between the sales volume, sales volume and new number for comparative analysis to ensure thatThe market share of each garment design can be quantified in the development process。
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Source: Zhiyi-Red and Blue Ocean Analysis
As shown in the figure above, we combine the values of the X-axis, Y-axis and bubbles, and we can see that in October 24, the polyacrylonitrile fabric in Tmall women's sunscreen clothing showed a potential trend of high growth and low proportion, with the proportion of new products accounting for 2.29%, but reaching 250% year-on-year.
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Source: Zhiqian - Trend Report
In a systematic summary, there is a series of trend reports produced by "Zhiqian", which are continuously output by the professional trend team of Zhiyi every month, and there are hundreds of them so farIt includes not only the inventory of fashion trends in each quarter, such as "2025/26 Autumn/Winter Women's Wear Color Trends", but also the data-oriented market trend analysis, such as "2024 Double 11 Overall Sales Review - Women's Wear", which provides trend reference for major clothing brands.
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Pain points dig into the brand story
High strength penetrating product power
In fact, in the early market cultivation stage of the shark pants category, SIINSIIN also stepped on some pitfalls, such as the brand promotion strategy is not clear, it is easy to be affected by the yoga pants mindset, and the model's outfits and shooting scenes are no different from yoga pants, so it cannot clearly convey the unique selling point of shark pants, resulting in consumers' vague perception of the product.
In order to dig deeper into the product features, the SIINSIIN team found that the shaping products on the market often face the problem of "the pursuit of comfort is difficult to shape, and the pursuit of shaping is tight and uncomfortable".The key word of "light plastic" is precisely locked。
The follow-up brand story is actually to tell the "light plastic" story of SIINSIIN, and then on core sales platforms such as Tmall and Douyin,The technical selling point of the product is visually expressed, so that consumers have a clearer understanding of shark pants.
Later, they had their first hit content, which was an oral video about the selling point, and then SIINSIIN innovated the content framework to further expand the influence of the product through secondary creation and cooperation with top talents. In order to explode the product, SIINSIIN has launched a series of stars, big anchors, and head KOLs, but they know it wellCelebrity effect alone does not bring direct sales conversion.It's really important to increase the number of touchpoints with consumers to leverage data and content across all dimensions。
At this stage, the SIINSIIN team has established a dedicated grass planting team, which attaches great importance to the understanding and use of traffic in the process of grass planting, and will respond to any new traffic tools as soon as possible, and open up the coordinated actions of various related departments, so as to improve the data efficiency of the entire brandEmploy platform data tools to validate the effectiveness of content。
Based on this, after accessing the Zhiyi series of SaaS tools, the brand alsoYou can use "Shake Clothes" to do an operation/live broadcast review of the anchor talent, including key data such as sales feedback, number of live broadcasts, time period, and number of sessions, or product level category proportion, price band settings and other bands can be intuitively viewed, and at the same time, it supports the distinction of live broadcast tapes, works and commodity cards.
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Source: Shake Yi - store analysis of a brand
There is also a way to tap co-hosts, and there are more efficient solutions-"Shake the clothes" of the [Talent Library]。
Source: Shake Yi-Talent Library page
First in[Talent Library】Select various conditions as needed, and narrow the scope to the relevant experts in the category of women's leggings with goods in the near future.Focused proofreadingTalent's ability to carry goods, conversion rate, cost performance and other indicators：
The direction and scale of the talent: Understand the comfort zone of the influencer, the number of fans, the unit price of customers, the frequency of cooperation with other stores, etc
The promotion effect of talents: To understand the promotion effect of co-creators, mainly to see the sales volume and the number of broadcasts of the work
A fan base of talents: Observe the audience positioning and scope of the influencers you work with, such as the age of fans and the level of consumption
combine【Unit Price】option, brands can target a group of influencers based on their own product pricing.
Source: Shake Yi-Talent Library page
Talent's value for moneyquestion, it is supported[Low Powder Hot Sale] option filteringThe number of followers is less than 10W, but the monthly live broadcast exceeds 500W, and a series of timesSort criteria related to sales performanceFor example, the influencers who have posted the most videos in the past 3 days and the influencers who have made the most live broadcast sales in the past 15 days will further dig out the cost-effective influencers with the best live broadcast effects.
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summary
From the birth of shark pants, toThe innovation of sun-protective clothing, we found that it isSIINSIIN TEAMThe use of data thinking has enhanced the vitality and market competitiveness of products，in order toconsumehe whoFundamental thinkingDimension excavation market demand withR&Dproducts。
Based on this, SIINSIIN has told a new story that is more in line with the lifestyle of Chinese consumers with "light plastic" as the main tone, and has successively exploded the two major cross-season categories of shark pants and sunscreen clothing, successfully shaping its own product power and brand power.
After cooperating with Zhiyi Technology, SIINSIIN has access to data-based intelligent SaaS products in the apparel industry such as "Zhiyi", "Zhiqian", and "Shake Yi".The effectiveness of its insight into the market, consumer needs and verification data has been further strengthened and upgraded.
For Zhiyi Technology, we also hope that through the cooperation with SIINSIIN, we can use the power of AI big data to help Qi accurately gain insight into new category trends in the future and help create new popular models!
Looking forward to the future, Zhiyi Technology will continue to deepen its service experience, use AI artificial intelligence technology to continuously explore the connection between consumers and fashion trends, further innovate and optimize the workflow of clothing design and even the entire industry, and witness the new direction of the clothing industry with everyone.
Finally, if you want to knowFor more product features and to apply for a trial, you can scan the QR code below, we will contact you as soon as possible~
Reference Sources:
"Selling 25 million pieces in 3 years, he created a new fashion track and became the first in the category", the world's online merchants
