Management guru Peter Drucker often said that “paying attention to the future” is a very important thing for leaders, but paying attention to the future is not “predicting the future” because the so-called “future” is happening right in front of us. By paying attention to trend changes, start from the present and create the future.
As the domestic epidemic situation eases, the fashion retail industry has also pressed the restart button; unfortunately, the retaliatory consumption expected by retail brands has not arrived, and subsequently What is coming is that consumers have more rational consumption habits and are more likely to choose cost-effective brands/products.
According to official data from the China Garment Industry Association, from January to May 2020, the retail sales of clothing products by units above designated size in my country totaled 288.7 billion yuan, a year-on-year decrease of 25.6%. Online retail sales fell 6.8% year-on-year.
Under the influence of the global market economy, many brands are forced to deal with inventory and capital problems and can only stimulate consumption through ultra-low discounts. We believe that under the pressure of the epidemic, many brands will reach a critical point of survival.
How will the brand respond? How to quickly establish a second curve and adapt to a brand new Chinese market? We found that China’s young fashionable women’s clothing brand “Handu Yishe” is doing this, and its recent hot performance is inseparable from: focus and persistence.
1. The first curve of Handu Yishe
According to the “Insight Report on Women’s Quality Life Trends” released by CBNData, there are more than 400 million female Internet users in China, and 97% Chinese women “buy, buy, buy” at home. In the past five years, consumption dominated by women accounted for 55% of China’s online spending, much higher than the proportion of women in the total population.
Female consumers will dress according to different occasions, and they will also pay attention to the matching of clothing and makeup for different occasions. In such an era of “appearance economy”, women’s requirements for products have become more demanding.
As a young fashionable women’s clothing brand in China in the Internet era, Handu Yishe’s achievements since its establishment are obvious to all.
In recent years, with its fashionable styles, wide selection, and high cost performance, Handu Yishe has led the entire network in sales for 7 consecutive years, and has gained more than 50 million young female fans across the entire network. . Behind this is Handu Yishe’s focus on young fashion and its deep insight into female consumption.
2. Handu starts the second curve of development
The famous British management guru Charles Handy said in the book “The Second Curve” that everything starts from the beginning to From the peak to the decline to the end, there is no escape from the S curve. The only thing we can change is the length of the curve. Establishing a second curve is the key to helping it achieve continued growth.
In recent years, the Internet has been changing consumers’ work and lifestyles at an alarming rate, and the arrival of the epidemic has accelerated this process. Online e-commerce platforms have maintained growing rapidly.
According to the latest “New Normal” report released by Bain & Company and Kantar Worldpanel, China’s e-commerce sales growth rate reached 35.2% in 2019. In the first quarter of this year, affected by the COVID-19 epidemic, the growth trend of online retail sales became more obvious, bucking the trend and growing by 19%.
As a Chinese brand in the Internet era, Handu Yishe has strong digital genes; and this real return to brand strategy is also a suitable opportunity.
3. Focus on young fashion
As the consumption of the younger generation grows, brand rejuvenation has become a direction that many companies are pursuing; Handu Yishe has truly won the hearts of young consumers with 12 years of in-depth research.
It has continuously launched designer co-branded models. For example, in 2018, it launched a ready-to-wear co-branded series with GUCCI designer Agustina. In September of the same year, it launched a joint series with Hermes designer Irashima; starting in May 2020, it integrated cutting-edge design forces, co-stars and the trendy brand 8on8 recognized by the fashion circle. The founder and independent designer Gong Li was The first Chinese to be awarded the LVMH Grand Prix, and also received unanimous praise from American VOGUE commentators Sarah Mower and Business of Fashion. There is also Korean avant-garde fashion brand D-Antidote. Its designer has won the best design at Seoul Fashion Week for four consecutive years and was awarded the title of “Top Ten Soul Designers”. It is known as the “Fashion Antidote” in the Korean fashion circle.
By integrating new fashions, explore the infinite possibilities of young fashion and tell the unique aesthetic connotation , to meet the individual pursuit of fashion by young women today; through the unique advantages of the Internet, products with high appearance and high added value can be brought back to the cost-effective dimension of young consumption.
And this year, the Young Fashion Design Institute was established. This is the first…A research institution established by a Chinese fashion brand in Seoul, the Asian fashion center. The Design Institute invited Choi Beom-seok, Hong Eun-joo, Choi Cheol-yong, Lee Gun-man, Han Sun-hee, Ahn Hyun-sung, Kang Hee-beom and many other distinguished professors to form the first batch of specially invited professors and mentors. The establishment of the organization enables Handu Clothing House to integrate Chinese and Korean fashion resources more quickly, laying the foundation for continued development of fashion styles and leading the trend.
Through the blessing of top fashion experts from the Young Fashion Design Institute, on the one hand, Korean fashion resources are integrated , explores and leads young fashion trends, delivers more creative and cutting-edge fashion concepts, and brings more fashion choices to young women; on the other hand, it also explores emerging talents and undertakes the mission of exporting professional talents to the fashion industry.
4. Win fashion favors
The efforts of Handu Clothing House have not only won the love of young women, but also won the favor of the fashion industry. They have appeared in Milan, Paris, and Seoul Fashion Week; they have won South Korea’s “National Goddess” Jun Ji-hyun and China’s “Fashion Darling” Gu Li Nazha’s favor.
It is particularly worth mentioning that on August 17, Handu Clothing House officially announced South Korea’s first female soloist Lee Ji-eun as the new fashion director Joined Handu Clothing Store.
IU, who officially debuted in 2008, is dedicated to singers and actors and “Handu Clothing House focuses on young and fashionable women’s clothing” Coincidentally. In the past 12 years, IU has continuously challenged herself and won major awards and industry recognition in the fields of singer, actor, and fashion. She has also won the recognition of many fans. She is also regarded by the fashion media as a dressing textbook for young girls. IU, both in and outside the drama, has always been He actively tries out fashionable and changeable outfits, and has a very fashionable attitude in terms of design, tailoring and style choices. Next, Handu Yishe will join forces with this record creator in the fashion industry to bring a new experience to young consumer groups.
Handu Clothing House, which has also been focusing on young and fashionable women’s clothing for 12 years, has always been committed to “providing young people with more styles and better-looking clothes, so that every young person can can show more of their own style and characteristics.”
The success of the first curve often blurs the eyes of the brand. Only by continuously consolidating the original Only by rethinking brand development and the real-time environment will new opportunities be discovered.
A fashion brand must stand at the forefront of the fashion consumer industry. Handu Yishe uses brand-new brand thinking to create upward power and officially opens the second curve of brand development.
Based on the concept of S-shaped curve, the brand Handu Yishe is in the process of rising from the first curve. Handu Yishe also understands that a company cannot grow exponentially forever. It can only grow by initiating the second curve. Only by providing consumers with upgraded experiences can the continuation of brand growth be achieved. </p
