In China's medium and high-end women's wear market, can the growth model of a 1 billion brand be replicated?
Shenzhen based winner fashion group gives a positive answer. In its 2020 annual report, it wrote that "the group is the only fashion group in China's medium and high-end women's wear industry that can achieve sales revenue of more than 1.2 billion yuan from naersi nals (koradior colletier)", and the sales of the two brands in 2020 were 1.2 billion yuan and 1.97 billion yuan respectively. It is worth noting that the annual report data shows that the group is expected to usher in this year The third brand to join the 1 billion club Nexy. CO (nicom) 。 From the establishment of Hangzhou building as the first store in the same year, 13 of the 200 stores in China now have an annual sales volume of more than 10 million yuan. Nexy.co (netco), which aims to build the top brand of domestic women's wear, has accumulated more than 40000 customers (hereinafter referred to as "Kou lady") and is growing at a rate of 35% per year.
On July 18, 2020, nexy.co (naikou) set up an exclusive Festival (hereinafter referred to as "brand day") for "Kou lady", creating a precedent for domestic fashion brands to create their own brand day. Through in-depth dialogue, the brand culture is disseminated, so that the audience can understand the brand in an all-round and multi-level way and produce strong resonance and stickiness. On the occasion of the second brand day of nexy.co (naikou), Jin Ming, chairman of winner fashion holding group, and Yi Jieping, brand director of nexy.co (naikou), received exclusive interviews from gorgeous records. When asked if the growth model of a billion brands can be replicated? "For 20 years, we have been looking for know-how in product, marketing, operation and brand direction. The purpose is to establish the group's own methodology and let the growth of its brands have rules to follow and laws to follow. Their growth patterns are certainly replicable, and that's what we're trying to do. " Jin Ming, chairman of winner fashion holding group
First fashion brand day unique IP
The concept of brand day is often used in shopping festivals set up by e-commerce and traditional retailers, with more emphasis on sales function. On this basis, how to endow this concept with more spiritual sense of ceremony and connotation value, so that it can be hatched into a brand unique IP, leaving users with more profound memory points, or even the "exclusive memory" of a certain brand? This is a topic that nexy.co (Neco) hopes to discuss with the industry. A brand and her spiritual ideas and lifestyle will be vividly displayed through her consumer groups. Yi Jieping said: "our customer, Kou lady, is a group of intelligent and beautiful women who are active in the political, economic and cultural arena. She is the backbone of the society and has both internal and external cultivation. They hope to show their personality and taste through their favorite clothes, build their own perfect image, achieve themselves and influence others. Nexy.co wants to create a festival to pay tribute to the Chinese elite women who have both Zhimei and Zhimei with a precious sense of Festival ceremony, so as to make this group of Chinese Zhimei women, who are "both internal and external cultivation, both in spirit and form", to the forefront of fashion and attract the world's attention. " Yi Jieping, brand director of nexy.co With the recovery of epidemic situation and rebound of consumption, people's pursuit of spirit and better life is more urgent. In this context, nexy.co (Neco) will launch its brand day in 2020 to build a smart and beautiful life attitude with users. The reason why we chose the time point of July 18 is that the brand has research and thinking. 1、 In the daily communication with customers, the brand learned that Kou lady had more time to get together with relatives and friends in July, which could well balance career and life; 2、 July is the beginning of the second half of the year, and it is also a good opportunity to show and start the hot sales of new products in advance. It can turn the off-season into the peak season, and has the potential to create a sales peak. In terms of the brand day, nexy.co (naikou) through a series of scene and fine communication (such as releasing brand flower orchid capsule series to show product design, opening orchid themed flash store to tell brand stories, inviting influential women in the industry to interpret the brand Zhimei power, and VIP to participate in the in-depth interaction of private salon activities of famous wineries), Stimulate the participation and interaction of multi circle customers, form a closed loop of creative concept of commodity marketing communication, and finally realize the synchronous leap of volume and sales volume. Exploration of intellectual beauty -- VIP private Salon of Yuchuan winery in Xi'an
Nexy.co (naikou) 7.18 brand day takes the specific brand customer group Kou lady as the starting point, and then transfers this unique brand IP and its influence to a wider group, and creates a Chinese Zhimei women's exclusive day with fashion as a bridge and deeply reaching the spiritual world of users with the industry.
"From consumers to consumers"
Only by accurately understanding their own user groups can we give more specific personality portraits to the brand. "From consumers to consumers, we should really attach importance to the construction of the ability to connect with customers. How can precision marketing be possible if there are all dealers offline and generation operations online? " Kim Myung is evaluating the importance of user insight to the brand. Only by accurately understanding their own user groups can we give more specific personality portraits to the brand. It is found that the core customer group of nexy.co is the 35-45-year-old female group. They pay attention to self-improvement and the realization of self-worth, showing the charm of "wisdom and beauty" with rich internal and elegant external. In order to more vividly show and spread the style portraits and brand influence of "Zhimei" women to the public, nexy.co (Neco) joined hands with top fashion magazine Elle world fashion garden to invite Zhang Yimou and Xu Ke to use documentary director Gan Lu, writer and curator Zhu Yujie, and Pathfinder founder Wang Jing, Yi Jieping, brand director of nexy.co, chairman of the Greater China region, managing director of UBS group and chairman of Greater China region, Cai Hongjun, the first female banker to bring the Wall Street investment banking business to China, and five women with great industry influence jointly interpret Zhimei power and convey the brand spirit. NEXY.CO × Elle, wisdom and beauty At the same time, at the consumer level, the brand also invited 10 elite female customers from all walks of life to shoot theme movies to interpret the idea of "wisdom shows beauty". On July 18, Koc users were invited to participate in the VIP private Salon "Xi'an Lantian Yuchuan winery Exploration Tour". We also pay a lot of money to maintain the emotional connection with core users. Group portrait of wisdom beauty Precise and clear portraits and long-term and deep emotional links have been the core driving force for the steady growth of nexy.co over the past 12 years, and has continued to provide sufficient "Stamina" for the development of the brand. Benchmarking international top brands
Optimization of commodity R & D system
The predecessor of winner fashion group was founded in 1994. It has developed from the earliest naersi brand to 8 brands, including koradior, La koradior, koradior elsewhere, naersi, naersiling, nexy.co, etc Cadidl and fuunny feelln (as if), in 2014, the brand koradior was first listed on the main board of Hong Kong, and in 2019, the group's brands were listed as a whole. In the 12 months up to December 31, 2020, the group's sales revenue reached 5.325 billion yuan, achieving double-digit growth for seven consecutive years. Brand matrix of winner fashion holding group Like many domestic clothing brands transformed from supply chain enterprises, decades of deep cultivation in the front-end supply chain system are the advantages of winner fashion and its brands. At the same time, how to keep pace with the times to improve the design level and strengthen the core product force has always been the core topic of the group. In the interview, Jinming made it clear that "optimizing the commodity R & D system" was the strategic focus of the brand in the short and medium term. Looking back on the development process of nexy.co, we find that nexy.co has been benchmarking international first-line brands since its establishment, and has employed overseas designers with rich experience as brand creative directors from an international perspective. So far, the four foreign creative directors of the brand have worked for the first-line luxury brands. Yi Jieping, brand director of nexy.co, said: "when the brand was first established, it referred to and used the operation mode and process of international brands. We found that the core customers loved European fashion elements, but foreign products could not really meet the needs of Chinese women. Therefore, foreign designers bring us more creative inspiration. It is necessary to cultivate our own Chinese design team to make clothes suitable for Chinese women. What is more prominent is the pattern of clothing. Many customers think of our products as "simple and with a sense of just right design." At present, the Chinese design team of nexy.co (naikou) is mainly composed of young members born in the 1980s and 1990s, "they are active and energetic.". The eclectic design concept has brought a number of classic fashion items popular with Chinese working women, such as π suit, 62080 small black skirt and 94050 coat. It is worth mentioning that nexy.co (Nico) landed in Milan Fashion Week in 2017 and made its debut on the international stage. Supermodel Karlie kloss is more elegant in presenting the image of Zhimei women. In addition to the regular season series, nexy.co (Nico) has demonstrated the brand's continuous improvement in creative design through the unconventional limited series of CO branding and capsules in recent years. Representative works of nexy.co -- π suit and small black skirt Representative work of nexy.co -- 94050 coat On this brand day, nexy.co (naikou) specially released capsule series inspired by orchid, the theme flower of the brand, and was performed by the spokesperson Wang Luodan. Since Wang Luodan became the spokesperson in 2019, he has participated in the co branding series of brands from the creative stage, injecting creative inspiration and feedback suggestions to the products as users. For the key and classic product series, the brand established a communication matrix with spokesperson setting tone, intellectual stars, hosts and industry influence KOL's support, and finally stimulated Koc's experience and purchase, forming a two-way Chain of communication and feedback. Nexy.co spokesperson Wang Luodan interprets brand day capsule series
In addition to the spokesperson, the joint partners of the brand include WWF (World Wide Fund for nature) and OPF (one earth nature foundation), as well as cooperation with more artistic IP and artists in the future. From a more diversified and younger perspective, the co branded series can reach a wider range of potential customers, expand the brand's reputation in communication, and help to deeply tap the cultural value of the brand.
Heavy offline
Do not blindly follow the market trend
"The average core price of several thousand yuan" and "85% of offline business" are the two messages of nexy.co (naikou) brand that impresses us deeply. To some extent, they describe the two characteristics of the brand, "high-end positioning" and "heavy offline investment". So in today's digital era, especially in the Chinese market where Internet brands and fashion e-commerce are competing for success, why do brands firmly choose high positioning and high pricing, and spare no effort to invest heavily offline? Today, the offline represented by high-end department stores and shopping malls play a more important role as a platform to show brand power. The common goal between the complex and the brand is to attract cross regional passenger flow through brand influence and rich and diverse offline experience in addition to creating sales. On this brand day, nexy.co (naikou) opened four orchid themed flash stores in Shanghai, Xi'an and Chongqing. From the location of the flash store, we can see the careful consideration of the brand. The cities that set up flash stores this time are the key areas with outstanding brand performance, and also the important nodes of the north, South, and south of the brand. Shanghai Jiuguang Department Store Xi'an SEG International Shopping Center It is reported that in 2020, there will be 13 stores of nexy.co (naikou) nationwide, with sales exceeding 10 million yuan, and two of them will exceed 15 million yuan. The proportion of direct marketing of brand offline business is as high as 98%. This strategy shows the advantages of initiative and certainty in the special period of epidemic. Nexy.co (Netcom) opened tmall flagship store in 2013. Although the proportion of online business reached 30-40% during the epidemic period at the beginning of 2020, the offline sales gradually recovered to 85% from the end of April and the beginning of May. "The positioning must be clear, there must be determination, not blindly follow the market trend," Jin Ming stressed in the interview. "The most important cognition of marketing is to combine the three elements of people, market and goods, and give the right goods to the right people in the right place," he said Find a suitable scene to present high positioning, so the brand chooses offline as the business focus. In 2021, the brand will continue its store expansion plan. It is expected to open 40-50 stores and increase the store density in the first and second tier cities. The high-end complex of more than 100000 square meters in the first and second tier cities will be the focus of brand development. Shenzhen coastal city store Winner fashion began to lay out airport business more than ten years ago, and has found a new way to gain the channel differentiation advantage in domestic women's wear brands. In response to the special needs of nexy.co's core users in business travel, the brand plans to complete the retail layout of nine of the country's top ten airports within this year. From the birth of the first ten million level store (Changsha friendship) in 2014, to the opening of 150 stores nationwide in the 10th anniversary of its establishment in 2019, and now it is about to enter the 1 billion mark. Looking back on the development process of nexy. CO (naikou), it has always maintained a steady growth of medium and high double digits with the group. Jin Ming said, "the business philosophy of winner fashion is" to be slow as fast ". I believe that" good at fighting will not make great contributions ". Growth must be systematic, and many things are right
