"Challenge UNIQLO In Your Wardrobe In The Name Of Chin Unique!"

In May this year, Sydney, with its original women's clothing brand chin, called out its ambition of "challenging UNIQLO" to its 30 million fans.

Six months later, the sales volume of women's clothing made by "Qianfu's family Sydney" surpassed that of UNIQLO, becoming the first volume of tmall's double 11 women's wear.

Local fast fashion brand, completed the curve overtaking.

Previously, fast fashion in Europe, America, Japan and South Korea has been booming in China for more than ten years. However, with the rapid development of social networking and e-commerce, the old giants such as Zara and H & M began to decline, and new brands ushered in the spring.

"If we can do better than UNIQLO in terms of style, quality and price, why can't consumers choose chin? "In 2015, Sydney founded its own multi brand fast fashion group chenfan. So far, it has signed more than 260 celebrities, covering 270 million fans of the whole network, and successfully incubated more than 30 independent brands.

Recently, Sydney also shared a growing up video that looked back on her ten years of striving for her dream. At one time, many people's understanding of Sydney came from the simple label of "Wang Sicong" girlfriend. In this video, she did not hesitate to thank Wang Sicong for her help. But in fact, when it comes to Sydney now, a more distinctive identity is female entrepreneurs who start their own businesses.

How did Sydney and her team build chenfan company? What do they rely on to defeat their predecessors? An online dialogue with Han Jianan, senior director of Public Relations Department of chenfan, talked about the changes and changes of Chin compared with Zara and H & M on the way of rapid rise.

New definition of "fast"

Fast fashion's winning rules are out of order. This is a kind of query that the industry has issued in recent two years.

In the early days, Zara relied on a set of fast fashion methods, which made it almost impossible for Zara to make any progress in China. The latest clothes just released from the factory could be transported to global stores by air within 48 hours at the most.

This is also the core of fast fashion. The first is the speed of 48 hours' arrival, and the second is the design of fast following the trend.

This high turnover rate and cost-effective mode, with a richer style to meet the needs of consumers, breaking the "high premium" of traditional fashion.

"But we can be faster than them. "Han Jianan described the production process of Chin's new model. After the designer has finished the design drawing, he can directly complete the material selection, proofing and payment selection within the chenfan company. "We have set up a workshop on the second floor, and the sample clothes can be put on by the red people as soon as they are made. The red people try them on and map them on their microblogs. Fans will have a very quick feedback. According to this information, the designer will make adjustments."

Chen fan has set up an entire team to enable new brands to accurately mine user needs through this high-frequency, fast and in-depth direct communication, so as to realize rapid and large-scale new promotion. Under normal circumstances, the "custom made Sydney by Qianfu's family" will be updated once a month, with 50-100 SKUs at a time, and 40-60 SKUs each time when festivals such as double 11 and double 12 are promoted. At the time of double 11 this year, 70% of the new products were made to order by Qianfu's family.

However, chen fan and Chin's "fast" are fundamentally different from those of early Zara.

"The media once asked us, what is the standard of our selection? We answer that there is only one standard, that is, the beauty of Sydney and the beauty of the red people. But this does not mean that Chen Fan and even the industry has no unified standard. "Han Jianan explained that this just reflects the importance and rationality of Hongren as a consumer's personal opinion. Fans love their image and lifestyle, so they trust their choice and quality and have a desire to buy.

For today's fast fashion, "fast to the store" and "quick response to fashion trends" are no longer the main "fast mode". The new definition of "fast" of today's "fast fashion" is to let new products quickly face consumers and get quick feedback from consumers. This is also the most important change in the process of new brand PK old brand.

Deep ploughing supply chain

Local fast fashion new brands, only rely on "fast", can not surpass the old giants. Style, quality and price are the key points that consumers care about, and behind these key points are the test of products and supply chain.

In terms of style alone, Chin has accumulated a lot of popular joint brands. Han Jianan told e-commerce online that chin is a domestic red man's own brand with legitimate authorization. In 2017, chin started co branding cooperation with classic animation IP Snoopy, and then carried out cross-border cooperation with Disney, Warner, Coca Cola, Huili and other domestic and foreign first-line brands. The 24 co branded T-shirts launched by chin in May are the new t-shirts selected from 970 design drafts and 297 samples by 14 designers of chenfan.

In terms of quality, Chin's idea is to find out the famous substitute factories, supplemented by exquisite international technology. China's clothing industry has a strong manufacturing capacity, and many of the first-line international brands such as Adidas and Nike are in China. Sydney confessed in the studio, "the purpose of this Cu Series is to tell you that made in China can also have a strong core, and Chinese brands can make products with a sense of design, high quality and low price. "For example, Chin has advanced technology for Cu tee. The shoulder of the T-shirt is reinforced with elastic tape, the neckband is wrapped with a precision single package pulling cylinder, and the hem is sewn with 3cm 13 needle double needle sewing machine. Even after repeated machine washing, the clothes are not easy to deform.

In terms of price, chin can get good bargaining space by relying on Chen Fan's powerful supply chain. "We put a lot of energy into the supply chain." Han Jianan revealed that Chen fan has a set of self-developed supplier management system. At present, more than 1000 cooperative manufacturers in chenfan reserve have registered detailed information in this system, "their scale, machinery and equipment, which vertical category they are good at, are all labeled." Chen fan also established a set of supplier assessment system, and conducted quarterly assessment according to the pre-sale quality qualification rate, after-sales quality compliance rate, delivery date completion rate and return order cycle dimensions. The results were divided into four levels: A, B, C and D.

Thanks to the supply side, the cycle of Chin's new model from design, marketing, procurement to marketing can be shortened to 20 days, and the average inventory turnover days are 53 days.

Compared with Zara, H & M and other traditional fast fashion, Chin has the advantage of being "fast". Relying on e-commerce and social networking, chin is more responsive in terms of feedback and response to user needs. However, analyzing its development path and deepening the supply chain is still the constant internal logic of the rise of local fast fashion brands. From supply to quality, it is made in China that gives chin the courage to challenge UNIQLO.

"Hot money" held up by hongrenmeng factory

Supply keeps up, sales keep up, but what supports Chin's high-speed operation is the huge dream factory. Nowadays, both social platforms such as Sina Weibo and xiaohongshu, as well as e-commerce platforms Jingdong and Taobao, are working on the mode of content + e-commerce. In the way of taking content as the main marketing means and taking "people" as the core of link, it is more interactive and naturally has a sense of trust.

About 10% of the red men signed by Chen Fan have fans of 5 million or above. Mrs. Qian, co-founder of chenfan, describes this group as follows: they are our "super users".

The rapid rise of chin, chen fan red people's thrust is essential.

Before the new model was put on the shelves, chenfan planted grass on the periphery of Hongren social media, spread and spread, and carried out brand value transmission and in-depth user communication in advance; when the new model was pre-sale, all social platforms of chenfan drained at the same time, transforming the peripheral flow into purchasing power; at the beginning of formal sales, chenfan could also receive feedback from consumers and cultivate consumers' loyalty to the brand through continuous interaction So as to form a complete marketing closed loop of "cognition interest purchase loyalty".

"For the Cu Series launched by Chin this year, we have formulated the ratio of red men in the middle of the head and waist, selected the red people with the same tonality, and planted grass products in various forms and dimensions to stimulate users' purchasing desire." Han Jianan told e-commerce online that the series's 3-hour single link sales exceeded 690000, of which the highest sales of a single model exceeded 30 million. In the end, more than 100 million people read about Sydney's joint campaign in May, with sales of 400% and the target of 80 million.

However, this model also makes the Hongren brand highly bound with the Hongren itself. In chenfan, there are more than 30 independent brands like chin. Behind a brand is a red man.

"At this stage, we need to think more about how chin should break the circle." Han Jianan said that chin was trying to "go to Sydney", and many of the new pears in the store didn't go to take the goods personally. When it comes to Chin's style, she thinks it is still necessary to return to the user center. "In the past, when we bought clothes, the merchants decided what to give to the buyers, and the buyers had no say. But chin is not like this. We are standing at the nearest place to users and create together with users. In the future, we also hope that it will be a brand new fashion brand completely pushed back by consumer demand.