Take your choice with your eyes closed
There's always one that fits
Compared to before, I relied on the super single little black pants"A pair of pants to win the world", JOEONE has made new adjustments in product development in the past two years, focusing on the field of men's pants and striving for"To the extreme in the subdivision track".
JOEONE is in the classic productLittle black pantsIn addition, it has been launched in the past two yearsEasy pants, haute couture trousers, free denim, business outdoor1numberand other innovative products, with "five pairs of pants" to cover the business, leisure, outdoor scenes, to meet the male audience's consumption needs for different scenes, different styles, realizedFrom products to scenes, from super single products to product matricesto bring consumers a broader choice of products.
From a functional point of view, the little black pants are the main ones“Aerogel technology”Blessings，Highly elastic, breathable, cool and versatile； Relaxed pants are as their name suggestsEasy to wear, easy to choose, easy to care for；Business outdoor1No. pantsInto“Three super and three defenses”Special properties；Freedom jeansStarting7Stretch elastic material, which strengthens the comfortable flick of denim slacks; Haute couture trousers100%Made of wool imported from ItalyBothThinComfortable andNaturally anti-wrinkle。
From the perspective of wearing scenes, little black pants, free denim and easy pants focus on daily leisure, commuting, and travel; Business1No. and high-end trousers cover the different needs of indoor and outdoor in business scenes; The five major items cover the temperature range from autumn and winter outdoors in the north to spring and summer in the south.
Five single items, five functions and styles, covering the whole scene from casual to business, from indoor to outdoor, let consumers choose men's pants"Choose whatever you want with your eyes closed, there is always one that suits"。
Such a product design based on consumer demand scenarios has made many netizens even praise JOEONE“Open your eyes to the first person in the market”。
So, where does JOEONE's new product development direction come from? How did you accurately lock these five scenes?
The answer lies inConsumer feedbackandMarket insightsMiddle.
Zhiyi Technology and JOEONE are in23years of cooperationWe will work together to use apparel big data to empower market research and insight, accurately understand consumers' needs and pain points, and provide accurate directions for product development and planning.
in order to2024In the fourth quarter of the year, for example, the men's casual pants category, Zhiyi brought together super2910,000 real consumer evaluations, passedAIAutomatically classify the emotions and dimensions of the review opinions.
From the perspective of positive volume, wearing effect, quality quality, and style and version are among the top three. Among them, in the wearing effect, comfort and good matching have become the dimensions of praise concentration. In the negative dimension, smell, color, cost performance, etc. become"Targeted".
Looking at the high praise reviews of the best-selling products in the same category, it is obvious that male consumers are more willing to buy products than women's clothing"Simple", "Versatile", "Comfortable"Pay.
The little black pants and easy pants that focus on the direction of casual pants are based on this, with basic and versatile models as the core selling point, and through aerogel and other technologies, the characteristics of simplicity and comfort are strengthened.Respond accurately to the demands of male consumers.
After understanding the core needs of consumers, Zhiyi big data can also analyze the market share and growth trend of each attribute from the attributes of fabric, process, version, design details, color, price and other attributes through comprehensive analysis of market clothing data, link representative hot-selling products, and provide objective market data reference for the details of product development.
Zhiyi-attribute insight-distribution of men's trousers fabrics in a certain cycle
With the help of big data technology, combined with years of experience in men's trousers, JOEONE has followed"Single product blasting" quickly transformed into "product matrix", which strongly covers the whole scene of mainstream dressing of male consumers, has been strengthened"Men's Pants Specialist"brand image。
Good product+Good marketing
Make the brand "live".
As mentioned above, the development and launch of the five major items of JOEONE men's pants stems from the joint application of clothing big data and developers' experience. With these solid preparations, JOEONE has a solid foundation in terms of product quality.
Next, JOEONE passedSocial media&The strong marketing of advertising has matched a "good story" for a good product, making the brand more "young".
Last year4In the month, Joeone officially announcedFan Chengcheng, Li Yunrui, Wei Daxun, Zhang Yunlong, Zhu Yawen five brand spokespersons,correspondingBusiness outdoor1No., easy pants, high-end trousers, free denim and little black pantsMainstaySingles.
The age span of the spokesperson ranges from80Coming later90Later00Later, the style has changed from mature men to trendy youths, representing that JOEONE is not only consolidating30year-45The market for young and middle-aged men is also actively developingZGenerations of young customers.
This is also reflected in JOEONEThe spread of social media platforms such as Douyin and XiaohongshuAbove. Different from the one-way communication of advertising, brands can now carry out real-time two-way dialogue with young customers on social media, which provides an important position for the construction and transformation of brand image.
JOEONE clearly saw the importance of social media volume to brand communication, and actively linked up with Xiaohongshu fashion bloggers to focus on every winter"Autumn pants" "North and South for the winter."PKand other topics to carry out explosive topic marketing, and at the same time implant interesting brand images in interesting influencer complaints or funny videos, it will also be real"Warm five pants" and "quality men's pants"The positioning is deeply implanted in the impression of young male consumers.
and launch on the product sideSimilar to the "five pants" covering the whole scene of men's pants, JOEONE also has corresponding full-scene content marketing on the marketing side, which is strongly associated with the real-time hotspots of various platforms.
For example, when the temperature drops in winter, JOEONE takes keeping warm as the starting point and music talent@Relying on the strong cooperation of the Lang brothers,Sing it with a brainwashing melody“The temperature-locking fabric is decent and comfortable, and you can wear warm pants if you are afraid of cold”。
At a time when the topic of winter tourism in Altay is hot, and travel bloggers@Hu Kaixuan drew pictures around the scene of outdoor travel to keep warm, and aroused emotional identity around the complaining about autumn pants, and softly implanted the warmth technology of little black pants into the hearts of potential consumers.
Zhi Xiaohong-Joeone Xiaohongshu's representative master's work
and@Xu Bacha、@Tony Jun who loves life、@Ke Yancheng and othersvogueBlogger'scooperate，then around"Girlfriend is strictly selected", "dressing in the system", "domineering warm man" and so onscenarioFusioncreative plot interpretation,willJoeoneThe characteristics of the five pants are fashionable and versatile, and the style is diverseFor consumers of all scenarios and ages。
Zhiyi TechnologyShake your clothes and know XiaohongThe product is for the brand's social e-commerce operation and marketing promotion.
Take Xiaohongshu as an example, passedZhi Xiaohongtarget"Hot Words List"function, brands can quickly understand the hot words related to apparel related social media platforms, integrate content popularity and e-commerce popularity, and quickly match products and marketing points suitable for implantation.
Zhi Xiaohong - analysis of hot words in a certain cycle of Xiaohongshu clothing
meantimeShake your clothes and know XiaohongtargetTalent LibraryIt also provides vertical and rich resources for experts in the apparel industry, supports the search for bloggers who want to cooperate through various tag screenings, and provides insight into the bloggers' previous cooperation history, communication, and delivery performance.
Shake clothes - men's clothing category talent library
To give"Good products" are paired with "good stories", and content marketing is used to empower productsIt not only enhanced the loyalty and repurchase rate of the brand to the original audience of JOEONE, but also made more young generations aware of the brand.
epilogue
"Thirty-somethings is the age of Chuang."
Behind this ridicule of Joeone, there is a young netizen against oneThe encouragement and trust of the "old brand".
The establishment of such trust is rooted in JOEONE's ability to lower its position, stand in the crowd of consumers, listen to the needs of the people around it from the perspective of consumers, re-examine its own products and brands, and carry out product development and promotion in a down-to-earth manner.
Years of experience in men's wear, coupled with the objective support of big data in clothing, providing JOEONE with more sufficient"Confidence". Zhiyi will also join hands with JOEONE to continue to overcome obstacles in the apparel industry, cope with many challenges, and explore a broader future.
