Last year, the black horse of the "Haicang House" was smashed in the men's wear market, and 972 stores were opened against the trend, giving the swollen market a chicken blood. In 2016, after including the inventory cleanup, channel integration, and offline reshuffle of the offline store, it is difficult to restore the initial rapid growth, but many insiders analyzed the 2017 men's wear. Or will usher in a rising trend.
What kind of menswear brand can stand out in this new market opportunity?
Barut, an Internet brand that targets the new middle class and the luxury market, is pressing the new middle class male consumers. The customer price of up to 1,200 yuan is among the tallest single echelon in the Tmall men's TOP50. Today, the brand's online single-day UV is about 50,000. Among them, Tmall sales accounted for 55% of the overall sales of the whole channel, accounting for about 75% of the e-commerce business.
“When the brand was founded (2012), companies such as GXG and Taiping Bird developed very fiercely. The international fast fashion brand began to sink to the third and fourth lines, and the luxury goods developed to the top, while the price and quality of the luxury part were not proportional. Under such commercial judgment, Lu Yong positioned the brand in the new middle class luxury market.
Since 2014, Barut sales have increased nearly fourfold, and in November 2015, the new three boards were successfully listed. It is understood that this time is earlier than another apparel Internet brand Handu Yishe, which was listed in the new three board in 2016. "In fact, it is the first listed company in the Tao brand business circle." Lu Yong said.
Compared with the female consumer market, the male market is relatively stable. But how to find the target users of the “new middle class male consumersâ€, dig deep into the target market and effectively encircle the crowd? Ali's marketing tools have played a key role in capturing this precise user base.
The best ratio of trains and drills
Before Barut, brand CEO and founder Lu Yong had joined a similar menswear brand in Hangzhou and observed the gap between local luxury brands. “The core of my business is to be a brand, not just e-commerce or It’s a business.†With such an initial heart, Lu Yong takes the online as a market and grabs the incision of the target group. “Being a brand is a continuous process, not a year or two. The online consumer group is more The stronger you come, the more you will always operate as an important channel for your brand."
In 2012, Barut was born in the era of online explosions. "At that time, the retail price was about 500 yuan, plus a new brand. There was no obvious brand tonality and the flow was relatively limited," Lu Yong told e-commerce online reporters. So how do you open the new middle class male consumer market? Barut focuses on marketing on a regular basis, and on the continued delivery of Ali Mom.
“At different stages of brand creation, different delivery models are adopted, rather than being static,†said Wen Chen, the e-commerce director, who told e-commerce online reporters. Barut created the main item in the early stage. "At that time, there was no customer accumulation. When there were few sources of traffic, combined with marketing activities such as cost-effective, the through-train was the main product, and the basic sales of the store were quickly established, and the products were cost-effective. Accumulate customer resources quickly."
After one year of operation, through the continuous launch of the explosion, Barut, which opened the online market, accumulated a part of the target consumer group, and gradually increased the launch of the drill. Weng Chen said that at this stage, “by increasing the proportion of the crowd analysis and delivery, and transforming the whole store operation from the main item, the drilling exhibition and the through train reach an optimal ratio.â€
During the period from 2014 to 2016, the supply chain system was gradually built, and the sales of Barut, which improved the integration of internal teams, increased exponentially, and Tmall paid more and more attention to high-end group consumption. “In this period of time, thousands of people have become more and more mature, and they are able to push the high-price unit to reach our people more accurately, which is very powerful for brand development.â€
With the expansion of the company's scale, in November 2015, the company launched the procedure for landing the new three board. After 10 months, the company successfully listed the new three board. After the listing, the company strengthened the modern management system, adopted the equity incentive plan, and attracted outstanding talents through the equity plan. Lu Yong said that he will adopt a plan to transfer or land on the main board in three years.
How to pull a new customer for a thousand yuan unit price?
Last year, the double 11, the Barut Tmall flagship store sales of 23.4 million, the customer unit price of up to 1,200 yuan. Where is the customer group that can withstand such a high unit price? Barut will set a target for the new middle class of men between 30 and 40 years old. If you want to enlighten this group of Lvyong’s “having independent thinking ability, you will not blindly buy the brand but only buy what you like, right. The target group with high cost performance requirements, and the introduction of new customers and the maintenance of old customers, Weng Chen said that through the simultaneous release of different groups of people such as old customers and new customers, the online customer structure has maintained a healthy proportion.
In the pull of new customers, the brand will provide a small number of products with higher cost performance than the regular models, allowing new customers to try and improve conversion. For example, the average price of the Barut brand winter sweater is 600 yuan. In 2016, a 399 yuan 100% machine washable sweater was provided. In the absence of a separate promotion, the cumulative sales of single products is close to 10,000. The DSR score reached 4.9 points. At the same time, large-scale marketing activities during the warm-up period through marketing activities, large-scale launch of new customer groups, to stimulate the growth of new customers, and later will increase cross-category joint marketing, through customer resource sharing to pull new customers.
At the same time, through refined promotion, enhanced data analysis, and high-frequency operation optimization, Barut has stepped into the target market step by step. Weng Chen told e-commerce online reporters that the highest peak of the exhibition has more than 60 sub-populations. “The shop target population attributes, competing brands, competing products are fully analyzed, and different groups of people are divided and continuously tested and optimized. At the same time, we attach great importance to the promotion of materials, and we design and shoot more than 100 sets of creative pictures every month. According to different resource levels, crowd orientation, continuous testing and optimization, we finally select the best 5~10 sets of images for stable delivery.
In the process of continuous crowd analysis, testing, optimization, refined operation, and upgrading of new efficiency, continuous marketing investment has enabled the brand to establish a stable image in the minds of consumers. During the period, Barut discovered the existing problems. In addition to the direct use of the middle-aged men of 30-40 years old, it is often difficult to establish effective marketing based on the relatively stable life, shopping and consumption habits of the target group. Interactive mechanism.
“Because 50% of the groups directly purchased by Tmall are male, 50% are female, and later prepare to try live broadcast and other marketing methods, and establish an effective interaction mechanism with female consumers, female shopping groups are relatively easier to establish interaction.†Weng Chen said In the later period, the focus will be on live broadcast. Instead of simply pursuing the number of fans, a fixed live broadcast mechanism will be established, such as live broadcast at 8:00 pm every Wednesday, to provide customers with high-quality content, attractive rights distribution, and efficient interaction mechanism.
Thousands of thousands of sales increased by 4 times
"Today, men's business brands have generally declined, and more and more personalized things have been affected by designer brands and street fashion brands. Consumer groups are increasingly segmented." Lu Yong said that under the general trend of subdivision, thousands of people The price of high-priced customers can be reached more accurately and is very powerful for brand development. It is understood that Barut's sales increased nearly 4 times between 2014 and 2016.
On the one hand, the menswear consumer market segmentation trend, the other side is the international and domestic fast fashion brands occupying the market, how to deal with the market new market changes has become a top priority for Barut. “I think three things: one is to do their own products; the other is to improve customer service; the third is innovation, such as the introduction of customization and membership.â€
1. Products: Lu Yong, who has accumulated more than 20 years of experience in fabric manufacturers, is not worried. Its suppliers include fabric suppliers for ZARA and H&M, as well as the largest fabric company in Japan. He further introduced that the three core suppliers of its brand have become one of the shareholders. This also means that the brand has effective support in the supply chain, can independently develop fabrics, and achieve rapid response to the market. According to Weng Chen, an average sweater can replenish 2,000 pieces in 7 days. In 2016, the pre-sale of leather clothing was pushed, and one piece can be delivered within a single week; the coat takes 10-15 days.
2. Service: In 2016, Barut launched a tailor-made service for individual brand owners. The annual custom package sold at RMB 7777 won the new middle class and used the system to precipitate big data. In terms of model, it absorbs the introduction of designer brands and recruits offline brands, while the company is responsible for development and supply chain, and agents can participate in subsidiaries. At the same time, it becomes a brand shareholder and agent, thus strengthening the foundation of cooperation.
3. Style: Lu Yong said that the design is close to AMARNI, and in the target consumer group, it coincides with TOMMY in the United States and Hajis in Korea. Lu Yong said that he will continue to dig deeper in the future.
4. Channel: The company launched the offline store in 2012, and the same price as the online one. "A lot of online and offline can't be synchronized? Because the rate is relatively high, the customer does not pay the bill online." Through the offline store display, it also counters online sales. It is understood that the current offline accounted for 30%, online is 70%.
5. Marketing: Weng Chen said that the efficiency of pulling new products is still low. In the future, through continuous optimization of solutions and goods organizations, through the continuous analysis, testing and optimization of the crowd to carry out refined operations, thereby improving the efficiency of pulling new.
More men's brand recommendation: it is cobalt, rich, new genre
Editor in charge: Yang Bo
There`s no better way to look put together and stylish than with the perfect men`s button-down shirt. If you think that button-downs only come in boring solid colors, we have printed button-down shirts with cool details that will make you stand out from the crowd. Choose from shirts in graphic floral prints, bold stripes, classic plaids, and more.
Tropical Print Shirt,Men'S Striped Shirt,Men'S Short Sleeve Shirt,Men'S Button Down Shirt
Shaoxing Yidie Garment Co.,Ltd , https://www.yidiegarments.com