Summa clothing: to create the ultimate Internet single product Kim Soo-hyun series shirt

We noticed in the Lynx Fashion flagship store that Senma will launch the first Kim Soo-hyun series shirt on June 26, and 149 yuan for 80 cotton shirts. The shirts are pursuing the highest quality in terms of materials, workmanship, and type. , Outstanding cost performance.

Children's wear speeds up the pace of industrial chain extension, and active breaks in casual wear are also worthy of attention.

Benefiting from the fast-growing children's wear market, the company's children's wear business is expected to continue its efforts, and at the same time accelerate the extension of the children's industrial chain. It will build a multi-modality combination of children based on the core VIP customer base and resources, channels, and supply chain advantages of Barabara, creating children's wear and anime. The one-stop service platform for children in the industry is expected to open up new imagination for the company.

At the same time, we should also focus on the positive changes and breakthroughs in the company's casual wear business. After years of vigorous destocking, the company’s casual wear business has basically stabilized, and inventory pressure has gradually eased. The spring/summer/autumn/summer winter ordering meeting in 2014 has achieved a growth rate of around 10%, indicating a positive signal of gradual restoration of terminal confidence. The 80 cotton shirts (VDP80) that will be launched at 6.26 in the Lynx flagship store in a certain sense are, in a sense, a major breakthrough in the company’s e-commerce strategy. Behind the low-rate is the integration of resources and breakthroughs in Internet ideas. High-quality supply chain and large-scale advantages seek to maximize the cost-effectiveness of products, and impress consumers with high-quality products, high cost-effectiveness and star effect, which are expected to become important tools for the company's online development.

The pursuit of the ultimate product cost-effective, fully tap the star effect focused on the core group

The 80-cotton shirt (VDP80) launched by the company strives for high quality in terms of raw materials, yarn, workmanship, and type, and provides consumers with the ultimate product experience by creating “the ultimate” shirts. 80" is the biggest feature of this product, its fabric, texture, comfort are far ahead of most shirt products. In terms of prices, the online sales price was 149 yuan, which is far lower than that of similar shirts in the industry. This is extremely attractive to most young online shopping groups.

In addition, after the company signed Jin Xiuxian, this time, it will also make full use of its influence in the mainstream consumer groups “after 80′′ and “post 90′′ to promote sales momentum for product sales. By focusing on the core buying groups online, it is expected to reduce Online marketing costs and enhance consumer awareness of the product.

Behind the low magnification is the integration of resources and the breakthrough of Internet ideas. The "millet model" of the apparel industry is equally feasible.

As an important force in the development of apparel e-commerce, the company's pursuit of the ultimate high-cost sales of 80 cotton shirts (VDP80), can be seen as a major breakthrough in the company's e-commerce strategy, the traditional online offline inventory model Has been gradually replaced, the future of online sales of apparel products will be more reflected in the product of cost-effective and supply chain capabilities in the competition, we can see that the company has a profound understanding of the e-commerce model changes in the trend through quality supply chain, scale Advantages provide consumers with high-quality, low-magnification products, and their breakthroughs and changes in Internet ideas have led the industry.

Since the beginning of this year, Vanke has also gradually moved toward the idea of ​​the ultimate and cost-effective Internet business. In March this year, the VDP80 launched on its official website was sold out within 21 minutes, with a total sales volume of 19,353 pieces. The high cost-effective + limited sales model and the current The “millet model” popular in the e-commerce industry is highly compatible, but the biggest difference is that the relative weakness of customers in their resource integration and high quality supply chain system is not sufficient to sustain their low-rate sales model for a long period of time. Professionalism, supply chain , capital chain, and profitability will be the major issues facing the company in the long term.

Different from Vanke, Senma has a long history of operating under the Internet. It has long been engaged in the construction and improvement of the supply chain and has a large-scale, high-quality supply chain. This will also provide a key support for the transformation of e-commerce strategies. Through the sharing of supply chain resources to reduce the intermediate costs, while taking full advantage of the brand's core customer base and scale advantages to provide cost-effective products, this is the core of the "millet model". We believe that the key to sales of cost-effective products is quantifiable, with strong price-performance impacts through standardized parameters and low-magnification prices, while apparel, as a non-standardized category, also requires quantifiable standards to attract consumers. The VDP 80 is one of them. There is a very representative standardized single product, and the company will continue this Internet business idea in the future, breaking through a more representative single product, and it also draws on the Uniqlo's standardized single product business model, which has a high Feasibility and reference.