4.4 billion yuan! The performance of this old domestic down jacket is soaring......

In 2023, seeing that spring is about to begin, the sales season of the king of down jackets belonging to the cold winter is gradually coming to an end, which is the most suitable for taking stock and summarizing.

When Zhiyi Technology compared the Tmall women's down jacket stores in recent years, it noticed that the sales ranking of the Double 11 store in the snow jumped from 8th in 2020 to 2nd in 2022, even surpassing Uniqlo and second only to its parent company brand Bosideng.

Interestingly, the changes in store rankings in the table show that Bosideng, Yaya, and Uniqlo have been steadily floating at the top. Flying in the snow, like an ambitious ambition, squeezed into the upper circle with absolute strength, becoming the only variable that attracts the most attention.

ExactlyIn 2022, Snow Fly signed a contract with Zhiyi TechnologyWith the help of its apparel industry data intelligence SaaS products [Zhiyi] and [Shake Yi], it has reached the channel operation of apparel e-commerce, stimulated greater growth potential, and accelerated all the way.

China's down jacket market was conceived in the 70s of the 20th century, but at that time, the domestic down jacket business was mainly OEM processing, until after 1975, with the gradual maturity and improvement of the down jacket industry chain, domestic down jacket brands represented by Bosideng have sprung up.

Flying in the Snow is a sub-brand of Bosideng Group that aimed at the mass market in 1999, focusing on the cost-effective market.

In the poetic brand inspiration message of "thousands of miles of ice, thousands of miles of snow flying", flying in the snow has achieved performance take-off in the second year of its establishment, not onlyDirectly won the second place in the comprehensive market share of the down jacket category, also shouted "I want to fly higher" in the advertising blockbuster brushed up on the sense of presence, and became a representative of domestic down jackets.

However, under the impact of a large number of international brands entering China, mobile Internet and e-commerce, China's business environment has changed drastically, and the entire garment industry has undergone a series of changes and reshuffles. As a veteran domestic down jacket, the competitiveness of Snow Flying will inevitably decline, and it has to enter a painful period of transformation.

The first thing that needs to be upgraded and evolved is the layout of consumption channels. In the face of the rising voice of the young market and the ever-changing traffic entrance, Mr. Zhu Xiangdong, partner and general manager of Xuezhongfei, saw the potential opportunity of counterattack and made it clear that "Expand online channels"The main line of attack is to reverse the brand image by finding a more dynamic consumer group, reawaken the market influence of the snow, and stimulate the growth potential that is worth looking forward to and more imaginative.

"In 2017, Snow Fly officially transformed and developed online and took the road of Internet. Through multi-channel layout, from 2018 to 2020, Snow Fly not only solved the problem of 'surviving', but also increased the share of online channels to more than 70%. "Combined with the information disclosed by the official, we got a glimpse of the tough one that flew in the snowchannelAdaptability.

meantimeIn the process of quickly adapting to new channels, Xue Zhongfei especially knows how to hit the differentiated pain points of channel users。 For example, by providing cost-effective down jackets that are more in line with the needs of Douyin consumers, we can further strengthen the core competitiveness and user stickiness of our own brand, that is, optimize and upgrade the original product system around channel usersThe true value of channel layout - the acquisition and retention of channel users。

UntilIn 2020, the GMV of Flying in the Snow reached 2.6 billion yuan, and in 2021, it soared to 4.4 billion yuan。 And in 2022, a strategic goal of 1 billion yuan has been set. Combined with the 2022/23 financial report released by Bosideng Group, the parent company of Snow Fly, Snow Fly's revenue in the first half of 2022 increased by 29.4% year-on-yearIt is the brand with the highest increase in the entire group。

So how did Xuezhongfei gain insight into the needs of channel users and achieve rapid sales growth? Next, let's take:Douyin channel operation as an exampleExpand the analysis and see what it can tell us.

In recent years, the apparel industry has become more and more young and diversified, and the Douyin ecosystem has gradually become an important channel for new and old brands to leverage the young circle and then radiate the whole network.

For Xue Zhongfei, who intends to be in the young market, the layout and operation of Douyin channels are an important media platform for its communication and interaction with young users and demand insight in the past few years.

at【Shake the clothes】Enter "Flying in the Snow" in the store search in the product, and we can retrieve nearly 30 related authentication accounts in addition to the official account, building a Flying in the Snow matrix-style Douyin operation method.

Use insights to analyze consumer pain points

"We must focus on the potential needs of consumers, give full play to our strong independent R&D and production capacity, and use goods to meet the needs of different groups of people." In the eyes of Flying in the Snow,If the brand only revolves around rigid needs, it is difficult for the business to grow effectively。

For example, when reviewing the popular models of Double 11 down jackets in 2022, Xue Zhongfei found that the sales of the "big fur collar" model were the highest, but the temperature during the Double 11 event in 2022 was higher than in previous years, which did not meet the consumption trend of "cooling down and buying a big fur collar to keep warm", so they speculated that young people made consumption decisions more out of "good looks", no longer just because of the need to keep warm.

Taking this example as a consumer's pain point analysis to investigate, Xue Zhongfei has successively discovered more "pain point passwords", such as: northern consumers like to fill a lot of velvet; The South likes to "wear it without wearing it" light and thin; Young people love IP/star series; Outdoor camping is becoming popular...... And they will also take the initiative to make corresponding new products to further test the preferences of more down-to-earth consumers.

After reaching a cooperation with Zhiyi Technology, in addition to speculating on consumer preferences based on sales feedback, it is flying in the snowInsights can also be achieved with the help of the data analysis function of the [Zhiyi]/[Shake Yi] productWhether it is from the most basic sales overview of products, stores, and brands, or more accurate and vertical category proportions and attribute details, you can directly obtain the results of the data.

Taking down jackets as an example, brand merchants can associate them with hot-selling styles that have been verified by the market before new product planning, even if it is the fabric material, fur collar or filling type of down jacket, [Zhiyi]/[Shake Yi] can generate accurate sales proportion based on real e-commerce data, which can be used as an important basis for estimating new product development or stocking inventory SKUs.

Thinking further, with the accumulation of data, these highly related attributes, prices and other data of down jackets are combined with the company's historical order data to confirm and confirmCreate a customized version of the industry database for each apparel companyIt not only includes the macro trend of the industry, but also contains the micro tonal details of its own brand.

Use the test model to measure the certainty of the new product

In addition, just as the product development that Xue Zhongfei tried after discovering the "pain point password" of consumers, most cautious brands will have one before the new product is officially sold"Measurement"That is, through a small amount of buyer feedback, we can quickly screen out the styles and prices with the highest market acceptance, so as to avoid the risk of blind promotion caused by "patting the head" decision.

In Douyin, in addition to focusing on the market sales performance of new products, it is also necessary to take into account the influencers and related promotions that may be involved, such as preferential prices, promotion budget ROI, interactive data, etc., so it is very necessary to grasp a fundamental situation of new products in the market in advance, and then evaluate and put them into production.

The way to fly in the snow is:In the storecast live broadcast room, the real number of add-ons and purchases is used as the basis for judgmentFor example, 3-5 new products will be launched at the same time, and fans in the live broadcast room will be given some new product discounts, discount prices and other rights and interests to measure the conversion rate and transaction rate of additional purchases, so as to further lock in popular styles.

In addition, the brand side can also beWith the help of the [New Product Intelligent Test] function of [Shake Clothes], you can once again grasp the certainty, and even measure a basic report before testing in the live broadcast room, the content includes the same "duplicate check", as well as the same price, monthly sales, average GPM and other key information references, as well as the relevant operation actions of the corresponding store, such as the video works and live broadcasts of the co-host, and even the number of associated interactions can be captured.

Through the [Attribute Analysis] in the [New Product Intelligent Test], with the combined analysis of image recognition and the same sales data, you can also directly see the sales, number of products and GPM proportion of the same model under different attribute tracks such as thickness, fabric, style, and version, which is convenientAdjust and optimize the details of the style from the sales perspective to grasp the certainty of sales growth。

Although different generations of groups have different consumption propositions, after the 90-00s have gradually become the main force of the current consumer market, the new generation of consumption concepts and trends have undergone earth-shaking changes compared with before, such as the birth of the concept of fast fashion, 44.19% of young people will have a certain amount of clothing expenditure every month, which confirms that the current clothing market has young people to win the world.

After cooperating with Zhiyi Technology,It is believed that Flying in the Snow can empower production through the data of [Zhiyi] and [Shake Clothes].In the ever-changing consumer demand of young people, it is easy to occupy the first-mover advantage of competition, and efficiently realize the data analysis of demand insight, new product testing and other businesses.

· END ·

Resources

1. "Flying in the Snow "Evolutionary Theory", Economic Observer

2. "Exclusive Interview|Why is the national "old" brand "Flying in the Snow" returning to the field of vision of young people? Gorgeous Chronicles

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