Jinba men's × Zhiyi | The evolution of new domestic men's clothing in the context of the new era
Domestic products are at the right time.
In recent years, a steady stream of "new domestic products" have risen strongly with their high cost performance and diversified personalities, and have become a symbol of national self-confidence and the soft power of Chinese culture.
thereintoJinba menswear, which has been established for 42 years, is a typical representative of "new domestic men's wear".。
Source: Jinba men's official website
Whether it is the world's first and only category show held for five years - the jacket category special show, or on the official schedule of Milan Fashion Week for three consecutive years, with the "jacket mountain and sea" catwalk on the Great Wall, Jinba men's wear has always been at the forefront of men's wear.
At the same time, as the only Chinese business casual men's wear brand selected as one of the "Top 500 Asian Brands" in 2006, and selected as the "China's 500 Most Valuable Brands" for 17 consecutive years and the "No. 1 Valuable Brand of Chinese Men's Wear", Jinba Menswear can be deservedly called the representative of domestic men's wear.
In 2021,Jinba Menswear and Zhiyi Technology reached a strategic cooperation, through its own"Knowing clothes", "shaking clothes"and other data intelligence SaaS products in the apparel industry empower multi-channel refined operations, and launch an impact on new domestic men's clothing in the context of the new era.
In the eighties and nineties of the last century, in the spring breeze blown by the reform and opening up, the green, blue, black and gray tooling turned into the memory of the past, and China's garment industry also flourished with the people's increasingly rich material and spiritual life.
In addition, the wave of manufacturing transfer in Europe and the United States has brought an advanced industrial base to China, which is intertwined with the rhythm of the times of doing business and entrepreneurship in the sea, giving rise to a large number of business men's clothing demand, in Jinjiang, Quanzhou and other southeast Fujian regionsThe "Min Pai" men's wear industry cluster has given birth to a number of well-known domestic men's wear brands, such as Joeone, Seven Wolves, Jinba Men's Wear, Lilang, etc.
Source: Jinba men's official website
At the beginning of this once-in-a-lifetime rise, Hong Zhaoming, the founder of Jinba Menswear, who was born in rural Jinjiang, removed the two door panels at home to make a cutting bed, and rode a "big back frame" bicycle for 6 hours a day to Shishi to sell clothes.
In the shuttle of stitches and threads, in the rush between Jinjiang and Shishi, the clothes made by Hong Zhaoming are becoming more and more popular.The small business became bigger and bigger, and the initial primitive accumulation was quickly completed。
A number of men's wear brands represented by Jinba men's wear have grown savagely with vigor, supporting the early prototype of China's domestic men's wear industry, and making the "business men's wear" advocated by the "Min School" prevail in the men's wear market at that time.
Illustration: Jacket version library
In particular, the jacket of Jinba men's clothing once became the standard for successful men in CCTV's high-profile screen-swiping advertisements for "I won't come back if I don't mix well" and the World Cup "dare to compete with the world".
So far, adhering to the "It is amazing that a person can do one thing well in his lifeSince its establishment, Jinba men's wear has always focused on only one thing, that is"Equate a jacket with a thimmaFor this 42 years will beJinba men's wear is firmly bound to the jacket, at least in the Chinese men's wear market, the user's mental education has been completed.
Since its inception,Jinba menswear has always attached great importance to product power, decades of deep ploughing business casual men's jackets, for this reason:
With a history of more than 20 years, it has also passed the national jacket laboratory approved by the China National Accreditation Service for Conformity Assessment (CNAS), and has developed K-WARM 3D "thin" and "intelligent" products using 3D printing technology, generous jackets, hot coats, etc.;
Integrating 20 years of experience in jacket version development, we have taken the lead in establishing a jacket version database and style archive based on the characteristics of the Chinese body in the whole industry to meet the needs of consumers of different regions, ages and preferences, and realize the product upgrade of domestic jackets;
It has promoted the formulation and revision of the national standard for jackets, become the jacket working group unit of the National Garment Standardization Technical Committee, and has been established as the "China Jacket Color R&D Base" by the China Fashion Color Association.
Source: Jinba men's official website
However, as the new generation represented by Generation Z gradually stands in the center of the consumption stage, under the superposition of various demand elements such as brand, design, IP, and cost performance, no matter how classic the version design is, it cannot adapt to the new trend of the men's wear industry.
Based on 42 years of customer portrait analysis, Jinba Menswear has noticed that Chinese men's wear consumers have become more focused on their own style and fashion than ever before:"Contemporary men want to look younger and more energetic in what they wear。 Therefore, under the positioning framework of business casual, more fashion elements and design techniques are incorporated into the design. ”
Source: Jinba men's official website
It is this trend of aesthetic awakening, somehowTo a certain extent, it provides momentum for the renewal of the domestic men's wear industry in the social context of the new era, and also provides a new opportunity for the "new domestic product" goal of Jinba men's wear.
In 2021, Jinba Menswear and Zhiyi Technology reached a cooperation, through its own"Knowing clothes", "shaking clothes"and other data intelligence SaaS products in the apparel industry, deeply mining market sales data to capture the latest consumer trends, so as to iterate and optimize design ideas and operation directions.
Driven by the iterative leap of Internet infrastructure construction, the deep integration of digital technology and the real economy has promoted the transformation and upgrading of various industries, becoming the key to improving quality and efficiency, and the apparel industry is no exception.
coincides with the growth of Generation Z as the new "consumption responsibility", and the favored national tide and domestic products have been praised out of the new outlet.The apparel industry graduallyevolvearriveA new stage of creating new domestic products.
When the digital economy should empower the apparel industry from design, production, circulation to consumption of various application scenarios, the traditional "empiricism" and "subjective judgment" are obviously no longer applicable to today's ever-changing market-end consumer needs.Digital tools based on big data and AI algorithms are reshaping the new industry ecosystem as a pioneer。
Source: Zhiyi-Industry Insights
For example, with the help of the digital tool "Zhiyi" to gain insight into the industry and deconstruct market consumption trends,Brand merchants canAssociate to styles that have been validated and accepted before starting design-side workEven vertical attributes such as sleeve length, collar type, placket, and fabric in the men's jacket category can be accurately targeted.
In addition, after analyzing market trends such as category insight, attribute insight, brand insight and price band insight, "Zhiyi" also provides[Comparative Analysis]to achieve a deeper and more refined demand comparison, in this wayExcavate the core of the style and supplement the planning and operation decisions of auxiliary products。
Source:Zhiyi - Comparative Analysis
For example, when we plan the inventory SKU, we can't determine the proportion of spring and autumn sweatshirts and autumn and winter sweatshirts, and we pass[Comparative Analysis]Lock in the sweatshirt category, and then in【Attribute Comparison】You can accurately find the details of the men's sweatshirt market in the price range of 200-300 yuan, so as to gain insight into the market share of spring and autumn sweatshirts, and even brand share and hot-selling products.
One-stop assistance to clothing merchants to gain insight into the whole picture of the subdivision track,It makes it possible to anticipate trends and provide quick feedback for new product development。
On the other handSince the development of the apparel industry, multi-channel operation has become an established fact。 The clothing business has gradually expanded from stores in the early years to online and offline multi-channel integration, including the clothing e-commerce layout of various platforms such as Taoxi, JD.com, Amazon, Douyin, Xiaohongshu, and Dewu, making it inevitable for clothing merchants to enter new channels.
At the same time, compared with the mature and stable competitive environment of Taobao Jingdong, Douyin Xiaohongshu, whose traffic has gradually increased in recent years, has a rhythm of savage growth in its e-commerce ecologyFaced 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 garment industry over the years, Zhiyi Technology has deeply covered e-commerce platforms such as Taoxi, Douyin, Xiaohongshu, and Dewu, focusing on the apparel industry.From the operation side, it provides clothing merchants with vertically segmented services such as hot selling styles, style trends, consumer positioning, and operation strategies。
Through intuitive visual data presentation, clothing merchants can filter multiple vertical dimensions such as scenes, categories, styles, and fans according to their specific needs, so as to efficiently and accurately find the marketing and operation strategies of target products, potential consumer groups, and people with goods, and analyze and mine hot spots and cooperation opportunities.Let the trial and error of "crossing the river by feeling the stones" become a thing of the past, the hit hit becomes possible, and the goal of creating new domestic products is within reach。
generallyThe rise and growth of new domestic products are inseparable from data deconstruction of fashion trends and the empowerment of multi-channel refined operationsWhether it is aggregating emerging e-commerce platforms such as Douyin and Xiaohongshu to gain insight into industry trends, or optimizing product planning to enhance product strength and competitiveness.
In addition, the application of data can also assist the brand from front-line operations to business executives and decision-makers to build data-driven awareness in collaboration, so that they can discover the value of objective and scientific data from subjective artistic aesthetics and decision-making judgments, so as to find problems, improve efficiency, and drive business growth.
The cooperation between Zhiyi Technology and Jinba Menswear has once again verified the power of data to the apparel industry。
Up to now, Zhiyi Technology has served thousands of clothing brands, and continues to precipitate its rich service experience into the technical ability to gain insight into trends and mining popular models, and continuously develop more easy-to-use, smarter and more accurate data SaaS products for the apparel industry, adding impetus to more brands' cost reduction and efficiency increase and artistic innovation.
