Red Bean New Instant Goods: Why The Second Generation Of "Zero Sense Comfortable Shirt" Has Become The "Phenomenon Level" Of The Industry

During the just past "618" mid year carnival, Red Bean (600400. SH) comfortable men's clothing massively upgraded the second generation of "Red Bean 0-sense comfortable shirt", and made four major innovations in its fabric, process, care, and details. The comfort level increased by another 36%. The combination of "online+offline" men's clothing stores significantly increased traffic and sales. Relying on the hot "festival economy", 67 years of accumulated brand value and strength, disruptive technological innovation and the pursuit of ultimate comfort experience, the million sales of "Red Bean Zero Sense Comfort Shirt" reached a new high, becoming the industry's "phenomenal" best seller, and gaining market acclaim.

　 Through the cycle, write a new chapter of "Red Bean" brand with hard core strength

Over the past 67 years, the national brand Red Bean has adhered to the long-term principle, based on its products and taking its brand as the backbone, continued to focus on the main business of clothing, committed to high-end, digital and intelligent transformation, accumulated 3 million Asian men's body data, and has 128 comfort patents. It has become the pioneer and leader of the comfortable men's track, and has crossed the cycle with its hard core strength to write a new chapter in the construction of national brands.

Combining ingenuity, strength deduces high-level quality. This year, Red Bean Comfortable Men's Wear, together with Armani, Dior, the former design master and Hermes luxury fabric master, pioneered five 3D three-dimensional tailoring, used 10 high definition processes, and went through 102 professional processes to carry out four major innovations and upgrades in fabric, process, care, and details, so as to present a new generation of "Red Bean Comfort Shirt", making wearing more comfortable, skin friendly, neat and stylish. The second generation of "Red Bean Zero Sense Comfort Shirts", relying on its advantages of high luxury quality and high cost performance, opened a new pattern of differentiated competition, broke through the dilemma of cyclical growth, sold more than 1 million pieces in total, won 6 awards in 5 countries, and won the Euromonitor market status statement certification of "Zero Sense Shirts" China first ".

Full of details, the oriental core of aesthetic narrative. The details are the most authentic. The second generation "Red Bean 0 Sense Comfort Shirt" finely polished the collar, placket, cuff and needle pitch, and upgraded 36 cut Jingdezhen ceramic buttons, showing a 360 degree diamond shine. The new generation of "Red Bean 0 Sense Comfort Shirt" has also added the "dopamine" color system that young people are keen on, adding new fashion elements such as water ripple jacquard, blue and white sea wave print, and window pane jacquard, and has cooperated with the former Dior men's visual master to design a customized version of taxus chinensis embroidery, which deeply conforms to the new consumption concepts of the Z generation group, such as the pursuit of youth, personalization, and national fashion culture.

Resilient growth, subversion and innovation to create a new luxury comfort experience

As a milestone product of Red Bean men's clothing anchoring the "classic comfort" strategy and high-end transformation, "Red Bean Zero Sense Comfort Shirt" was first launched in the form of AR shirt conference two years ago. Since its debut, it has quickly topped the national network of high-end shirt sales champion, becoming the fastest growing product in Red Bean's history. The second generation of "Red Bean 0 Sense Comfort Shirt" has grown tenaciously on the basis of its advantages. With its disruptive technological innovation, its comfort has increased by another 36%, creating a new luxury comfort experience for users.

With the support of black technology, "hot expansion and cold contraction" becomes "hot contraction and cold expansion". The second generation of "Red Bean 0 Sense Comfort Shirt" has made bold innovations in fabric selection. It uses the new black technology HeiQ intelligent temperature control polymer fiber to achieve the effect of "heat shrinking and cold swelling" intelligent temperature control (± 2 ℃). It helps to sweat and dissipate heat when sensing heat, reduces heat loss when sensing cold, forms an automatic switch between ventilation and temperature locking, and maintains the best comfort of the human body. At the same time, combined with the newly upgraded Sino Austrian functional fiber blend, Austrian Lenzing TENCEL Modal fiber further conforms to the body curve, like "the second skin of the human body", making it comfortable but not tight, elastic and elegant.

One click management will transform the "lazy economy" into the "attracting economy". The second generation of "Red Bean Comfort Shirt" is deeply familiar with the new fashion and new concept of "quality lazy life" advocated by contemporary consumers. With user thinking and popular product thinking, it accurately grasps the market segment, practically solves the pain points of traditional shirts such as washing, ironing, and stacking, and selects the newly upgraded German Wendler high-end textile lining and 12 dyeing and finishing processes to "help lazy people" The user can simply take care of the washing machine with one click. At the same time, the rejuvenated shirt material remains flat and neat after repeated washing, and is not easy to deform and fade. Wear it as new for a long time, and say goodbye to repeated ironing, eliminating the tedious and complicated washing and care steps of traditional shirts. The subversive scientific and technological innovation and the pursuit of ultimate comfort experience of Red Bean have turned the "lazy economy" into the "attracting economy", and used the "new quality" to break through the "mind" of users, reconstruct the "zero sense" comfort experience, capture the favor of consumers, and become the "phenomenal" explosive in the industry.