Zhiyi case | Fashion retail chain brand "Hot Air" joins hands with Zhiyi Technology to create a diversified trend
2022-08-18
Zhiyi Technology
In June 2022, Foever 21, which left China three years ago, announced its return to the Chinese market and said on its official account: "I hope to continue to become a fashion FMCG brand loved by Chinese consumers in the future." ”
Looking back at the embarrassment of Foever 21's repeated defeats, isn't it the epitome of the major European and American fast fashion brands losing in China? GAP was caught up in rumors of clearance and store closure, H&M closed 60 stores, Zara's three sister brands (Bershka, Pull&Bear and Stradivarus) closed their Tmall flagship stores at the same time, Etam Iger went into bankruptcy liquidation, Top Shop, A&F and American Eagle officially withdrew from the Chinese market......
Business contraction, weak trend, European and American fast fashion seems to have collectively lost the aura of imported products, the entire industry suddenly entered a period of recession, in recent years in the wave of consumption of Hao Hao soup.
The embarrassing situation of European and American fast fashion brands has sounded the alarm for more clothing companies, and they have realized the urgency and necessity of digital breakthrough early, including itDomestic fast fashion brand - hot air。
In 2021-2022,Chinese fashion retail chain brand Hot Air is cooperating with Zhiyi TechnologyIn the process, we will further optimize and precipitate brand design assets through products such as Zhiyi, Zhiqian, Meinian, and Douyi, and start from the most essential core competitiveness of products, promote the speed of category iteration, and capture trends.
What is little known is that before H&M, Zara and other European and American fast fashion brands laid out the Chinese market with great fanfare, Hot Air was born in Shanghai as early as 1996, and is a "selected fashion retail national brand" integrating design, selection and sales.
After more than 20 years of fierce warfare in the commercial sea, Hot Air has mastered a set of "Fast on the new, many categories, and affordable pricesThe fashion business not only excavates fashion trend elements for the world, but also opens up the upstream and downstream supply chain to shorten the production cycle.It can make a single item from being selected to appearing on the shelves of offline physical stores within half a month at the earliestabove。
At the same time, in addition to being well versed in the meaning of the word "fast" in fast fashion, Hot Air understands the difference between the front-end fashion trend and the consumption in the first-line market, and actively excavates the diversified trend needs and real consumption preferences of domestic users.Combining European and American trends with local aesthetics, we have developed popular items that are more recognized by ChineseCompared with European and American fast fashion, it has embarked on an innovative road with innate advantages.
In the post-epidemic era, the use of digital capabilities has become an important means for enterprises to resist risks and improve performanceQuickly anticipate and validate unpredictable trends and consumer preferencesIn order to eliminate the poor fashion information caused by the inability to go abroad for on-the-spot investigation, and improve the work efficiency of fashion designers.
For example, in the process of cooperation with Zhiyi Technology, hot air is based on"Know-how"The social media information aggregation function allows you to get the latest and most cutting-edge global fashion information even without leaving home.
You only need to click to subscribe on the [Blogger]/[Brand] page of Zhifu, even if it is an INS fashion blogger and cutting-edge brand in Ukraine, the Middle East, and Northern Europe, it supports the conditional screening of refinement to style and number of fans, which is convenientFashion designers are the first to understand the popular outfits and brand new products at home and abroad。
Enter the [Show] page of Zhixiang, you can get a glimpse of fashion shows in more than 30 regions around the world, including New York, London, Paris, Milan, etc., and directly get the latest key information such as show fashion and big-name design trends.
At the same time, with the fashion reserve of more than 10,000 international first-line brands and domestic and foreign designer brands, Zhiqian can also provide further data analysis reports based on the advantages of image recognition technology, such as the change trend of vertical subdivision dimensions such as category, style, color, pattern, fabric material, etc.
Therefore, in the process of digital empowerment cooperation with Zhicai, even if the buyer of Hot Air is forced to go abroad to select the money in person due to the epidemic, it can still passScreen online, subscribe to bloggers and brands, follow the show and more to learn about the most talked about and potential styles of the moment, and use this as a reference to combine with local trends in China to develop a fashion that belongs to China and lead the trend.
In addition to obtaining social media information, Hot Air, as a big brand that includes footwear, clothing and other comprehensive products and has been operating for many years, has a huge volume and complicated work, so it has a strict standard line for product research and development links and all links, even if it is a clothing design process, it is more standardized than that of general Internet celebrity e-commerce.
However, as a 26-year-old company, due to the accumulation of materials and personnel flow over the years, it will inevitably encounter labor pains in the process of digital transformation, such as the loss of data when reviewing historical popular elements, process details, and fabrics, or the need to spend great energy and costs when looking back on major projects.
To this end, under the demand of a new generation of digital empowerment to improve human efficiencyZhiyi Technology provided a clothing design cloud collaboration solution "Meinian" to Hot Air, build their own clothing database for hot air brands, and precipitate related design assets.
Through the functions of one-click collection of styles and PCs from multiple image sources, mobile dual-end synchronization, team permission sharing, etc., "Meinian" can first realize communication and collaboration in the link of picture material reserves, and get rid of inefficient transmission forms such as chat software or network disk link download.
In the self-built collection of clothing gallery, all materials also support custom personalized labels, and even rely on professional image recognition technology to intelligently and automatically classify and manage picture materials, and further complete the query and search of target styles with advanced filters such as image source, category, label, review status and collection user.
When the design process comes to the opening step, team members can also make frame selection and annotation for any picture and any style, and suggest online discussion and mark whether it is approved or not.Clearly communicate review recommendations for stylesto keep the team's internal information synchronized in real time, so that optimization and adjustment can be traced.
On the other hand, when summarizing the past achievements of H&M, Zara and other European and American fast fashion, we have to pay attention to their data capabilities, such as in order for the headquarters and regional branches to grasp the sales data of global stores in real time, Zara will quickly feedback sales data IT system into the apparel industry, which is also the prototype of digital applications in the apparel industry.
With the popularity of e-commerce and the advent of the digital economy era,The apparel industry uses data to select products, analyze consumers, and predict market trendsis becoming more and more common.
Therefore, when the sales channel of Hot Air is extended to online, whether it is Tao or Dou, all sales feedback needs to be supported by data, so as to facilitate rapid new and replacement of new products. As a result, it is known for its core technical capabilities such as image recognition, data mining, and intelligent recommendationApparel industryData intelligence SaaS products "Zhiyi" and "Shake Yi"成为热风的选择。
In the cooperation, through the "Zhiyi" and "Douyi" products, relevant operators can view the key data indicators of their own stores and competing stores, such as sales data, live broadcast data, dynamic sales rate, number of fans and other dimensions, so as to improve the efficiency of data analysis at the level of product operation and planning.
Compared with general third-party data platforms,The superiority of "Zhiyi" is mainly manifested in the perpendicular to the apparel industryEven the skirt length, sleeve length, collar type, and fabric of a single product can be refined screening and data analysis with the empowerment of intelligent image recognition technology, including new products and sales proportion analysis, etc., which meets the basic needs of data feedback sales, understands the real market consumption preferences, and reduces the risk of subjective judgment.
Similarly, under the data monitoring of "Douyi", the operator can intuitively understand the relevant data indicators of Douyin, such as the number of live broadcast audiences, live broadcast duration, number of work interactions, etc.
「抖衣」还支持对带货关联的商品链接做曝光与销量的转化分析，协助品牌商家提高品牌对带货的复盘总结效率，辨别合作效果。
In the era of digital economy, everything can be digitized. In a new era,Whoever digs into the data, analyzes it, and uses it at a deeper level will be able to make the right decisions and stand out。
长达两年的合作中，「热风」通过知衣科技进一步推进了数字化转型进程，不仅用「知款」「美念」改善了疫情后的选款设计流程, more closely linked to global trends, alsoWith the help of "Zhiyi" and "Shaking Clothes", the change was completed高效、精细的商品运营，辅助决策，提高经济效益。
作为服务者，如何用数据更好地服务热风，进而赋能整个服装行业，亦是知衣科技在未来为之探索的方向与课题。
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