Main"Fast Fashion"There are many brands of ideas, but there are very few that really put these three words into practice.
If from the fast fashion pioneer businessZARAFrom the beginning of the establishment,2025The year is already the first of the birth of fast fashion50years.
At a time when the fast fashion industry is generally under pressure,Many foreign fast-fashion giants have been forced to shrink the market on a large scale.
And in the increasingly fierce competition pressureUnder force,URBut it is growing against the trend:New more than the year15000pieceSKU, the core category is sold out90%above。2024Year double11，URRanked among the Tmall clothing listsTOP3, second only to Uniqlo and Bosideng.
Data-driven buyer-centric decision-making, precise positioning of multi-brand matrix, and strategic expansion of overseas expansion……While countless clothing brands are still holding up new clothes to preach and sell to consumers, you can see a completely different scene -URStanding in the crowd of consumers, no matter where he goes, there are always people who take the initiative to come up and ask him about the same style of clothing.
- This is probably the most "sexy" design concept in the contemporary clothing industry:There is no muse, only data coordinates that accurately express consumer preferences.
URWhat is being done is to continue to find these data coordinates and redefine "fast fashion" with big data.
Source: UROfficial website
At the beginning of this year,URparent companyFMGThe group held an internal annual ceremony, which was made clear by Chairman and CEO Li Mingguang“Stay innovative、If you grasp the trend, you will be able to cross the mountains and seas and cross the industry cycle.”
soURHow do you continue to innovate and transform from a "fast fashion apprentice" to a local leading fast fashion brand?
Unlike some designer-centric brands,URis a family"Buyer-centric system"As the core of the fast fashion clothing brand,The buyer leads the selection and opening direction, and the designer is responsible for undertaking the demand to design the product and implement the landing.
Buyer-centric, means:URFrom the very beginning, it is a seller who "stands among consumers", and is by no means a seller who stands on a condescending stage and shouts.
Under the traditional designer-centric system, the brand's product selection is based on its own brand image and concept, emphasizing the establishment of differentiated market positioning and brand awareness. Under this system, the designer's subjective aesthetic is at the helm of product planning, and once the designer's concept cannot keep pace with consumer demand, the newly developed style can easily become unsalable.
Especially in today's consumer demand for clothingUnder the situation of "fickleness" and often "both want and want", the production speed of the designer-centered system often cannot keep up with the changing market, and the new styles may not be able to meet the needs of consumers in the current scene.
And the buyer is the center,URThe logic of the selection of products is from the "brand standard" to"Consumer-oriented", the core idea is:"We sell what the market needs at the moment"to respond quickly to the immediate needs of consumers.
soURHow to keep up with the trend and quickly understand the current needs of consumers?
Except for the ultra500In addition to the rich experience of the team of designers and buyers,AIBig data also becomes helpfulURAnother trump card that frequently creates "easy to sell and fashionable" explosive products.
Zhiyi Technology is in2020years withURReach in-depth cooperationPassKnowing clothes, shaking clothes, knowing stylesand other products to helpURAccurately gain insight into consumer needs, analyze market trends, and improve the rate of popular products.
For example, when brand designers and buyers need to quickly summarize the recent popular styles in the market, they can use Zhiyi productsAttribute Analysisfunction, circle the specified date and category, and select the hot sales that need to be countedTOPThe number of products, one-click analysis of the current style distribution of similar popular models.
In the same way, if you need to integrate and analyze the fabrics, sleeve lengths, versions, patterns, style details, etc. of the current popular products in the market, you can use themZhiyi's attribute insight functionOne-click analysis to quickly screen out the most popular clothing design elements in the market for buyers and designers.
In addition to the big data of goods through e-commerce platformsIn addition to "reading" consumers,Zhiyi Technology's "Shake Clothes" and "Zhi Xiaohong" productsIt also focuses on Douyin and Xiaohongshu social media platforms, quickly captures clothing-related hot topics on social media platforms, and aggregates a large number of themKOLBlogger's outfit data helps the design team quicklyAnalyze and predict patterns, fabrics, colorsdistributionetc., identificationSocial media trends, assisting in production and facelifts。
For example, on the Shake Clothes platform, brands can pass"Soaring List"The function quickly locks in the recent hot words of social media outfits (such as#Lace skirt wear), check out popular related works and products.
Faced with the style of interest, the designer&Buyers can take advantage of itIntelligent image search systemintelligent identification of design elements,One-click matching of the same model on the whole network/Similarto view the popular style in domestic and foreign e-commerce&The popularity and sales performance of social media.
PassMarket analysisOne-click overlook of category dynamics and utilizationE-commerce&Social media big dataInsight into consumption hotspots and customer needs, and then passIntelligent image searchQuick search and ...... PassBuyer-centric system+AIThe two-wheel drive of big data，UREvery step of the product planning is to step on the consumer's buying point, letURThe production of the realization"Fast and explosive"。
dataIt's likeIt has becomeURThe team of buyers goes beyond conventionExperience-orientedAccurately capture the pulse of the market“New intuition”。
Multi-brand matrix
Data Draws an "Accurate Crowd Map"
2025yearURparent companyFMGGroup releaseA new sub-brandOF（OWN FUN），The first offline store of the new brand has been opened4month1Opened in Guangzhou.
OWN FUNMeaning:"Have happiness", the main hitMinimalist styleandCost-effectiveThe products cover men's and women's clothing and accessories, focusing on affordable basic models, focusing on consumers' daily wear and practical scenarios.
meanwhileOFThe main paid membership model is paid by users99/years or169/Two levels of membership fees per year, you can join the club and enjoy the exclusive price for members.
Under the superposition of membership benefits,OFMany quality items are priced as low as39yuan, significantly lowerURThe price range of the main brand is even more favorable than competing brands such as Uniqlo.
Originally, it was the main hit"Fast luxury".UR, how can it suddenly expand the low-price market?launchOFIt's not a pat on the head, but feedback from a data "gap".
ZhiyiLaunchedApparel Trend ReportIt has been mentioned many times, more and moreZGenerations of consumers have begun to pay attention to the quality-price ratio of clothing products, especially in basic styles.
Screening within a certain cycle through the Zhiyi system0-100The popular men's and women's clothing items in the yuan price band can also be found to focus on consumers' negative evaluationsPriceandQuality qualityand the proportion of these two volume dimensions is increasing year by year. More and more price-sensitive consumers have also begun to pay attention to the quality of apparel products, and are dissatisfied with the quality of low-priced products available in the market.
At the same time, combined with the Zhiyi systemHot keywordsanalysis,"Substitution"In recent years, the sales volume and sales of Amoy clothing products have continued to grow. Cost-effective clothing products, which focus on low prices but relatively stable quality, have become a high-growth demand of the public, and are now a blue ocean market that cannot be ignored.
OFIt is based on such data insights and market judgments that were born and filledFMGThe group is in"Cost-effective"There is a gap in the market in the price band. WithURThe brand quality endorsement has come from "fast luxury" to the sinking market.FMGThe Group is also committed to quality assuranceAccurately respond to more consumer needs and pain points, and expand a wider customer base.
In addition to the newly launched sub-brandsOF, back in2022yearURThe parent company was launchedLeisure light outdoor brand "originally (BENLAI）Different from the outdoor brands that emphasize high professionalism and functionality, it focuses more on the combination of outdoor, light sports scenes and casual commuting needs, and mainly promotes jackets and cool feelingsTShirts, yoga wear and other categories have embarked on a competitive track that is differentiated from traditional outdoor brands.
Looking at the way other apparel giants have come, when the revenue of the main track reaches a certain scale, all brands will set foot on itExpand the second growth curveThe strategic path of developmentMulti-brand matrixis a fairly common direction.
Behind the brand matrix is by no means blind market expansion, butPrecise strategic mapping based on big data。 nowFMGGroup with "URFast luxury fashion "conquers urban women, and uses "originally" to aim at the emerging scene of light sports, and uses "OF"To fill the gap in the cost-effective market, the three-brand differentiation matrix has been formed.
data, becomingFMGThe group coordinates the "baton" of multi-brand collaborative operation and dynamic complementarity.
URFounder Li Mingguang once said in a public interview in Fashion Beijing: "The fashion category is very personalized, and the market share of the brand is difficult to surpass 1%, very fewDomesticClothing brands can break through 500 100 million yuan in sales。To be big, you have to be global.”
nowURparent companyFMGThe group has focused not only on the domestic market, but:Regard overseas markets as an important fulcrum for business growth.Li Mingguang once revealed to the outside world,2025yearFMGIt will focus on key markets such as Malaysia, Thailand, the United States, Japan, and the United Kingdom, and expand its overseas business territory with Southeast Asia, Europe and the United States as hubs. Over the next five years, the Group expects:Increase the proportion of sales in overseas markets to total sales30%。
And notwithstandingURhas become a "head player" in the domestic clothing market, and when he first entered the Southeast Asian market, he also "planted a little heel" because of the wrong judgment of the explosive gene and the application of domestic experience.
Southeast Asian customers prefer bold patterns, colors and leader details.URThe team reopened the data-driven gears, collected and analyzed a large number of overseas e-commerce and social media clothing data, researched local competitors, and promoted the "localization" of new styles.
Source:UROfficial website
As Li Mingguang said,Globalization is not a simple copy and paste, but a matter of learning“Do as the Romans do”。
In the future, Zhiyi will also use cross-border big data and other products to withURFurther deepen cooperation and helpURInsight into the needs of popular elements and people in various places, accurately rooted in different cultural soils around the world, and produce more popular models that lead the global market.
epilogue
Data, letURThe fast fashion is no longer just that"Fast"but"Fast and accurate", accurately hit the ever-changing hearts of consumers.
When the apparel company masters the market demand into theData coordinateshas the ability to tame market uncertainty. When masteredData-drivenThe design value chain, the competition in the apparel industry may have been predestined before the birth of style design drawings.
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