With a unit price of 8,000+, the sales went viral on Douyin, and “Three Little Goats” became famous
“It won’t hurt when worn naked” and “Specialized in cashmere coats for 19 years.” Recently, the pure cashmere coat brand “Three Little Goats” has been popular in the elevators of major cities.
Not only are advertisements remembered, but consumers’ desire for high-quality domestic products is also awakened with the deeply rooted advertising slogans, which is transformed into real purchasing power. In the just-concluded Douyin “Double 11” Goods Festival, the sales of “Three Little Goats” reached 23.18 million yuan, which is a real surprise for cashmere coats with a unit price of more than 8,000 yuan.
How long did it take for “Three Little Goats” to be recognized, remembered, and purchased by consumers? The answer is: less than a year. But how long did it take for “Three Little Goats” to go from being a contract manufacturing company to building its own brand, from “behind the scenes” to “in front of the stage”? The answer is: 19 years.
There is a lot of curiosity about this “young brand” with a profound foundation both inside and outside the industry. Recently, a reporter from “China Fashion” magazine, the journal of the China National Garment Association, made a special trip to the Shanghai brand headquarters to interview the “Three Little Goats” brand. Founder Yang Yuyong, let’s explore the story behind the brand.
“I don’t want to just be the hero behind the scenes”
Since joining the WTO in 2001, China has been known as the “world’s factory”, especially in the clothing industry. Thousands of Chinese manufacturers have supported the global sales of first-line brands. Pure cashmere coat brands ” The ODM factory of Yang Yuyong, the founder of “Three Little Goats”, is one of them.
The idea of establishing “Three Little Goats” dates back to 2003. This year, Yang Yuyong established a studio. The company’s business is mainly OEM, franchise, wholesale and agency. At this time, relying on his profound experience as a designer for international first-line brands, the cashmere coats he designed became very popular and were imitated by his peers. It was also in this year that the development momentum of e-commerce began to take shape. The e-commerce platform gradually compressed the living space of middlemen, and Yang Yuyong’s studio was affected to some extent.
Using change to meet challenges is Yang Yuyong’s entrepreneurial DNA dissolved in his blood. He began to expand internationally and successively participated in well-known international textile and clothing exhibitions. Due to the brilliant design and outstanding quality, many international brands have cooperated with Yang Yuyong to help the brand develop and produce cashmere coats.
This cooperation model has achieved good results, and Yang Yuyong’s company has become an original design manufacturer. “Since 2006, the company has shifted from OEM to more business. For a perfect cashmere coat, we have always been the heroes behind the scenes. But I am a designer and I always have a brand dream in my heart. Despite all the difficulties, Risks must be realized.”
After ten years of sharpening his sword, Yang Yuyong has worked hard on quality. Style, version, design and craftsmanship can be said to be comprehensive and striving for excellence. During this period, he went to clothing companies in France, Italy, Japan and other countries to learn professional knowledge and recharge his batteries. After a long period of accumulation, the seeds of dreams sprouted quietly.
In recent years, due to changes in the trade environment and the impact of the epidemic, the disadvantages of foundries such as weak profits and strong passivity have become increasingly obvious. With a complete supply chain and excellent design and manufacturing capabilities, Yang Yuyong also began to try to transform. From “behind the scenes” to “in front of the stage” and relying on online channels to launch his own brand strongly, Yang Yuyong believes that this is a natural step.
“Wearing naked will not hurt anyone”
“On July 15, 2021, we came to the Douyin platform for the first time.” Yang Yuyong clearly remembers every time node. For those who are extremely determined on the road to pursuing their dreams, every step they take is A memory worth cherishing. On this day, Yang Yuyong’s customers changed from enterprises to hundreds of millions of consumers.
There is no doubt that in the face of such a huge consumer market, which is unique in the world, enterprises are faced with an overwhelming number of opportunities and challenges. First of all, in terms of time, for manufacturers, the production plan based on serving the brand is step-by-step and methodical. The production cycle must be prepared at least one year in advance. The production cycle of the noodles, auxiliary materials and processes involved are also planned. Lay out the land in advance. But when facing each consumer directly, the communication method becomes one-on-one. In addition, the trend is changing rapidly and the production pace is accelerating rapidly, making it impossible to make production plans in advance. “Although it is very hard, we can face users directly, understand their needs immediately, obtain their evaluation and true feelings about the product through users who have purchased it, and continuously improve our designs and products.” Yang Yuyong can always see Looking on the bright side of things, tired and satisfied.
On January 19, 2022, the pure cashmere coat brand “Three Little Goats” came out, and Yang Yuyong’s dream came true. His dream is very simple, to only make pure cashmere coats. Today, when we pursue diversification of clothing categories, a single track is full of risks. It is obvious that Yang Yuyong is well prepared and confident.
“In 2003, I realized that everyone’s energy, time, funds and resources are limited. It is better to be equally good than to be good at everything. It is better to do one thing to the best in a lifetime than to do ten thousand things. something to doMediocre. “Yang Yuyong’s “perfect” design and manufacturing of cashmere coats makes “Three Little Goats” stand out.
Along with the friendly and easy-to-remember brand name, there is also the unique brand slogan of “Three Little Goats”: “Nothing hurts when you wear it naked.” Common sense knows that people will not wear coats naked. Why did Yang Yuyong put forward this slogan?
“Because a pure cashmere coat that cannot be worn naked is not made of the best fabric.” Yang Yuyong said very confidently. At present, cashmere products in the clothing market are mixed, and some merchants refer to wool coats as cashmere coats, which confuses consumers’ perceptions. Therefore, consumers have blind spots in the choice of cashmere coats.
“Wear it naked and it won’t scratch you” invisibly teaches you the most direct way to identify high-quality cashmere coats: A cashmere coat that doesn’t scratch your body when worn naked is a good coat.
Each coat of “Three Little Goats” is made from the fine cashmere of 58 goats that are under 12 months old, with a fiber fineness of 14.5 microns. The brand pursues the ultimate in raw materials, and the craftsmanship is handed over to veteran technicians who have been with the company for more than ten years. They have been working hard for nearly 20 years to the end. In terms of supply chain, the brand has self-built factories in Shanghai and Anhui with more than 500 employees. It only produces cashmere coats 365 days a year, with an annual output of 200,000 to 250,000 pieces. “It is the brand’s intensive cultivation in production and supply chain that produces products that are soft and delicate enough. Although the coat will not be worn naked, this slogan is to convey to consumers: ‘Three Little Goats’ coat fabric is the ceiling Grade cashmere.” Yang Yuyong said.
Good quality can withstand the discerning eyes of consumers, especially young people, who are picky about clothing and are meticulous. Many consumers who pay for the high-value products of “Three Little Goats” are “post-95s” and “post-00s”. In the past, young consumers’ impression of cashmere coats was still the best gift for their elders. “Three Little Goats” synchronizes with fashion trends through fashionable styles, understands the preferences of young people during the brand operation process, and focuses on displaying the diversified fashion design elements of the products in publicity. “A coat can come in 38 colors. High-quality raw materials do not distinguish between ages. The rich colors and diverse styles shorten the distance between traditional cashmere coats and young people.”
“My products will not be discounted or reduced in price”
How do young people get to know “The Three Little Goats”? Most of the answers are in the elevator room of the building. The brand has reached in-depth cooperation with Focus Media Elevator Media. After extensive preliminary research, it chose the most intuitive channel to meet the public. In the small space of the elevator, people intentionally or unintentionally deepen their brand impressions, and advertisements that are useful to them will be remembered. The “Three Little Goats” will be the first to take advantage of the opportunity.
Douyin was chosen by the “Three Little Goats” as the main e-commerce battlefield. Douyin focuses on e-commerce design and interest e-commerce. Brands tell their own stories through content short videos, interpret the connotation of products, and convey unique culture. This is exactly what international brands have been doing. Yang Yuyong brings nearly 20 years of experience to All of them were transformed into actual combat, making the “Three Little Goats” shine brightly after their highlight debut.
For the brand’s sales of 23.18 million in the Douyin e-commerce “Double 11” Goods Festival, Yang Yuyong said that it was unexpected, “This shows that consumers have a strong willingness to buy high-quality clothing and no longer blindly pursue discounts. Cheap product”. Yang Yuyong is full of confidence in the future of the brand. “Our products will never be discounted or reduced in price for life.”
In the great waves, high-quality products will be retained and followed by people. Doing something well is precisely the most difficult thing. “Usually when people buy cashmere coats, they think that only luxury brands have high-end craftsmanship and fabrics. In fact, many domestic factories do OEM processing for first-tier brands, and we are one of them.” Yang Yuyong said, “Three Little Goats” is to prove that, Local brands also produce high-quality coats. So far, there is no leading brand at home and abroad that focuses on pure cashmere coats. “Three Little Goats” is the first brand to “break the ice”. “I hope that ‘Three Little Goats’ will be deeply associated with pure cashmere coats. When you hear the brand name, your mind will automatically think of high-quality, skin-friendly and soft cashmere coats.” Yang Yuyong said, looking forward to “Three Little Goats” becoming a fine clothing item. The crown jewel in the sub-field, it has become the first choice for consumers who love coats. Representing the quality of Chinese cashmere coats, let the world see Chinese quality.
Talking about the future development of China’s garment industry, Yang Yuyong believes that opportunities and challenges coexist, and the survival of the fittest in the general environment will further test the adaptability of garment workers under the pressure of uncertain factors. The future of Chinese clothing brands is full of hope. Personalized labels are becoming more and more distinctive. Homogeneous products will eventually be eliminated. More and more domestic products are entering the international stage. Facing difficulties will eventually usher in the dawn.
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