Thousands of dollars of high customer orders, INXX's trendy business
2023-04-27
Zhiyi Technology
What exactly is a "tide"? How can we be worthy of the name of "trendy brand"?To understand it in the simplest and crudeest way, that isCatch the trend faster than anyone elseto express their attitude and gain emotional recognition from consumers.Due to the high demand for "catching the trend faster",In February 2023, INXX, an international high street trend collection platform, reached a cooperation agreement with Zhiyi Technology，Mainly through its own"Zhiyi" and "Zhiqian."products to efficiently discover the latest understanding of trends among young people today, and to explore cutting-edge designs from all over the world more comprehensively.Since the 60s and 70s of the last century, Streetwear street graffiti culture has been sublimated into a spiritual totem of young people's self-expression, and the "tide" culture has begun to radiate extremely vigorous vitality and quickly emerged from the subculture carrier of the niche market.Extending to the apparel industry, whether it is Supreme, Off-White, Bape and other first-line fashion brands in Europe and the United States, or Nike and Adidas have successively launched trendy brand product lines, LV, Balenciaga, CELINE and other major luxury goods have opened the "trendy brand" route.Trendy brands have grown into a consumer market with capacity and increment that cannot be underestimated。Looking back at China, the popularity of China's trendy brands has exploded since 2010, including many celebrities, such as the street brand CLOT founded by Edison Chen, Jay Chou's PHANTACi, Li Chen Pan Wilber's NPC, etc., which once again raised the social attention of the fashion brand industry.According to industry data, the size of China's trendy brand market is about 15 billion US dollars, and the compound annual growth rate of the consumption scale of Taobao and Tmall trendy clothing market in recent years has exceeded 30%, and the consumer population is expanding year by year.As a pioneer in the trendy brand market,INXX, a cooperative customer of Zhiyi Technology, back inFounded in 2013, the initial positioning is to integrate brand stores, taking the two-line combat route of online e-commerce and offline trendy brand buyers.Thanks to the proportion of designers in the founding team of nearly 70%, the pursuit of original design is engraved in the core DNA of INXX.Not only was it the first to introduce hundreds of top international fashion brands such as CHEAP MONDAY, HBA, BOY LONDON, etc., but also gradually excavated niche designer brands and launched independent brands, graduallyIt has established its own small ecology in the trendy brand industry and developed into a platform representative。
It has been 10 years since its establishment, and in the face of unpredictable trends, INXX is still the sameIt has maintained an annual growth rate of 40%-50%.Momentum.The number of offline stores exceeded 220,There is no shortage of themSanlitun, Taikoo Li, IFS, Hang Lung, Kerry, The Mixc, Yintai and other high-end commercial complexes. The number of fans of the online Tmall flagship store has also reached 3.77 million.The overall customer unit price is as high as 300-10,000 It is not an exaggeration to say that it is the "strength responsibility" in the trendy brand market.What's even more commendable is that INXX's influence on trendy brands is by no means limited to the sales level.Excavating, manufacturing and leading the way.is where its ambition lies today, therefore,INXX has been actively exploring and absorbing cutting-edge designers to incubate local Chinese fashion brands for many yearsThis is one of the reasons why INXX has more weight in the industry than others.With the deepening of trend research, more and more brands have realized that fashion data services are of great significance to the apparel industry in recent years. In particular, AI artificial intelligence and big data can help apparel brands capture fashion trends and consumer needs more accurately, thereby accelerating the design and development cycle and update cycle of new products.Based on this,INXX reached a strategic cooperation with Zhiyi Technology in February this yearThrough the help of "Zhiyi" and "Zhiyi", we can better explore and incubate cutting-edge fashion brands in China and around the world, and achieve better commercial landing.Next, we will be based on the information provided by Zhiyi Technology for INXXstandardization"Trend Mining" solutionto demonstrate how AI big data can help fashion brand design.Zhiqian - help buyers discover cutting-edge niche designs around the worldAs mentioned above, INXX has been actively introducing cutting-edge niche designs from all over the world since its establishment, including incubating local Chinese fashion brands and developing independent designs.As for the question of which artists and designers are excavated and selected for cooperation, Tie Shou, the co-founder of INXX, once revealed the criteria: "The artists we are looking for are relatively niche, and the selection criteria are comprehensively considered through multiple dimensions such as the brand's spiritual culture and the content expressed, rather than being defined solely based on the maturity of the brand." ”Figure: [Brand - Cutting-edge] pageAfter accessing AI artificial intelligence and big data, the brand's pre-"audition" work, which consumed a lot of manual energy in the past, can be used in the future"Know-how" [brand-cutting-edge]One-click access in the channel, and find the brand spirit behind it through the various styles displayed on the homepage. Combined with regional filters, you can also explore more accurate attitude expressions based on different national conditions, including the United States, Italy, France, Spain, Sweden, Denmark, etc.Figure: [Brand - Cutting-edge] pageIf you are interested in the design style of a certain brand displayed, click on the card to directly enter the Zhiyi homepage of the target brand, we not only provide style display on multiple sites and platforms such as Fafaqi, SSENSE, Xiaohongshu, Dewu, etc., but also include information sources in various dimensions such as brand pre-sales, shows, and retail markets.You can get the "preliminary research" in one go。Illustration: [Brand-Xinrui-Xiaohongshu] pageIf the brand has a certain reputation in China and has entered Xiaohongshu, we can also do data analysis based on its relevant information on the Xiaohongshu platform, such as the number of grass growers, the number of notes and the number of interactions, which will help to understand the general market situation and consumer acceptance of the brand in China.Avoid unnecessary investment and risk。Zhiyi > Shake clothes - use e-commerce data to find the latest trends of young peopleAs INXX is a trendy brand collection platform, it includes many international brands and independent brands of different styles, and has gradually formed a huge trendy brand matrix.But it is precisely because of the trendy brand matrix that consumers will have more unique and specific needs for the differentiated design style of each brand. In this regard,INXX's solution is to "not just think from the logic of 'me', but to really make products for different people according to their preferences and needs." ”Combined with the early interviews with INXX co-founder Tie Shou, we can learn that the start-up team is equipped with designers who can accurately grasp the trend from the beginningSolve the problem of "matching the preferences of consumer groups" and "decoding the latest fashion trends".。However, with the development and growth of the trendy brand matrix,The burden of trend analysis is increasing and it is not enough to cover it all by manpowerOnly through the intervention of AI artificial intelligence and big data tools can we grasp the trends of the entire trendy brand market more efficiently and comprehensively.Figure: [Industry Insight - Category Analysis] pageFirst passed[Industry Insight-Category Analysis] of "Zhiyi" / "Shaking Clothes"Let's look at the targets in the Tao/Douyin clothing marketTrends in category-related dimensions。For example, in the T-shirt category of Tmall men's clothing, in the new trend of fabrics in the past 30 days, we can see that cotton accounts for the highest proportion, and polyester fiber, which ranks second, shows an upward trend month-on-month, and cotton wool cloth and knitted fabric have the largest month-on-month decline. Based on the data analysis results of this function, brands can be used as an auxiliary basis for category development to avoid missing opportunities.Figure: Industry Insight - Cross-Analysis pageUse"Zhiyi" / "Shaking clothes"product【Industry Insights-Cross Analysis】function, the brand can also intuitively see the distribution ratio between the pattern pattern of the men's T-shirt in the Tmall channel and the applicable object in the past 30 days, and develop more targeted pattern patterns based on the characteristics of the crowd.While learning the ideas, it can ensure the avant-garde and uniqueness of the fashion brand design。Figure: A brand's Review Analysis pageOn the other hand"Zhiyi" / "Shaking clothes"target[Evaluation Analysis]The function supports the refinement of bad review keywords,For example, the real "thunder points" of consumers with very reference value, such as bad threads, pilling, bad collars, sticky hair, etc., can be regarded as their own brandsSelf-audit criteria for new product planning are used to avoid risks。Including further buyer shows, or portraits of fans' gender, age, city percentage, etc., are also the key to consumer demand analysis.It is said that trends are fleeting, but in the clothing industry, there will always be young people who chase trends and are willing to pay for them.In China's $15 billion trendy market, INXX has been growing stronger for 10 years because of its unique design, which is the main reason why trendy brands are loved by young people who pursue individuality.The cooperation between INXX and Zhiyi Technology is the real demand for refined demand insight after the expansion of the business territoryIt is also a recognition of the digital transformation of the apparel industry, which is finally captured with the help of artificial intelligence and big dataCutting-edge trends, efficiently creating new trends that meet or even exceed consumer expectations.For example, the "X" in INXX is not only an attitude, an exploration of the unknown, but also an infinite possibility. The help of AI to the apparel industry willIt is the true meaning of chasing the trend in the new era,It will also become INXX's professional strength to create the next 10 years.With the rise of Generation Z and the explosion of trendy brands, "INXX" has entered the mass market with a multi-brand differentiation strategy, 36Kr
Hangzhou trendy brand INXX, 220 stores in 10 years, venture capital think tank
The national tide has broken the circle, and there are countless highlights! Ten years of INXX let the Chinese trend go to the world~, Hangzhou Yishang Town
