current position：Home>There is a hundred billion market hidden on the ankle. The new store has a powder rise of 500000 a year, and Yang Chaoyue and Hu Ke are also in the game
There is a hundred billion market hidden on the ankle. The new store has a powder rise of 500000 a year, and Yang Chaoyue and Hu Ke are also in the game
2022-05-08 05:45:09【World online business】
writing | The world's online merchants , author | Liu Yiqi , edit | Wu Lingwei
How do trendsetters of different ages distinguish the same kind ？ The answer is ankle .
Barefoot sandals used to be in 90 In the fashion dictionary after , Left a thick ink and heavy color . Trendsetters ten years ago , Never allow yourself to show a pair of wrinkled socks under your Capris . Times have changed , Now it's red or green , Or striped or splashed wet socks , It includes the fashion that trendy people have to show their legs when they cross their legs “ Self-respect ”.
“ Socks don't cost , Why buy it ？” Once it was just used to separate feet from shoes 、 Socks that mainly absorb sweat, prevent odor or keep warm , Already from a consumable item , Gradually move closer to fashion items . socks “ More and more flowers ”. Although taote 、 Pinduoduo and other e-commerce platforms will still 1.99 element 60 Only black and white grey socks are used as drainage , But in the eyes of trendy people , Socks are an indispensable finishing touch for daily wear .
On the little red books piled up by trendsetters , Search keywords “ socks ”, The number of notes is up to 212 Ten thousand , yes “ belt ” Close to 4 times ,“ sunglasses ” Of 2 Twice as many .
In Europe and America ,“ Flower socks ” Is also being given more meaning . Wall Street in the United States has “ Friday socks ” Activities , This day , Financial men may still be in suits , But I will wear bright damp socks to work , Represents the end of the week , A wonderful weekend is coming . At Silicon Valley , Trendy socks are a kind of... Between technical men “ Social symbols ”.
Changes in consumer demand , Often set off a new wave of business . Trendy socks with a sense of fashion and design , It has also attracted the attention of star Entrepreneurs . last year 10 month , Yang Chaochao launched a trendy brand as the manager BABT. After half a year ,BABT Tmall flagship store , Sports trendy socks account for nearly half of the share . This year, , Hu Ke, who has transformed from a star to a Taobao anchor, has also repeatedly promoted his trendy socks brand ——“ Half wheat ” Move into the studio .
Emerging fashion socks Market
“ Ten years ago , The domestic brand market of fashionable socks is almost blank .”ISKU Founder Haitao witnessed the rise of the industry step by step . At the time , Brand channels are almost TUTUANNA、Happy Socks、STANCE Wait for Japan, Europe and the United States to firmly control .
Throughout the country , Although holding a mature production supply chain , But socks are still in “ Big category , Fewer brands ” The state of . Langsha 、 Antarctica and other domestic brands familiar to some domestic consumers , The main push is not silk stockings , It's solid color 、 Regular style with simple pattern . When consumers choose socks , Also focus more on “ texture of material 、 Warmth 、 Air permeability 、 Wear resistance ” And other functional features , Value the cost performance of socks . pay attention to “ Design ”“ style ” My damp socks , Not familiar to most consumers .
36 Krypton data shows ,2015 year , Japan's per capita sock consumption reached 37.3 dollar , Per capita sock consumption in European and American countries 20 dollar , China's per capita sock consumption is only 15.1 dollar . This also means that domestic sock consumption has a lot of room for growth .“ in fact , China has a very mature production and supply chain , Is the world's largest exporter of socks .” In Haitao's view , Damp socks “ Revival ”, It's just a matter of time .
2016 In the summer , A trend of wearing sandals with medium socks has swept the streets . Socks finally stopped curling up under their trouser legs , Standing on the absolute of this fashion trend C position . White, monotonous , Black is boring , Bold colors , Fashionable socks with novel patterns suddenly appear in public view .
90 Later entrepreneur Chen Cai also felt the change of wind direction . After graduation, , He has been acting as a channel provider , He runs a sock shop on Taobao C shop .“ before , The consumption explosion period of socks is mostly in autumn and winter , However, the purchase of socks in spring and summer of that year increased significantly .”
Changes in consumer demand , It also triggered a chain reaction in the entrepreneurial market . Zhong Yaodong 2016 Officially launched in ISKU.2017 year , Chen CAI has also transformed from a channel to a trendy socks brand Primeet founder . According to the data of qicha cat prospective industry Research Institute ,2017 In, the number of newly established enterprises in China's sock industry crossed the threshold of 10000 for the first time , As many as 11311 home , Compare with 2015 The year has increased by nearly 150%.
Feel the stone to cross the river
Even if the consumer side has changed significantly , However, the challenges faced by fashion socks brands are not easy .
First , Different from the changeable materials 、 Rich in style 、 Seasonal clothes , Socks have a single style , The space to play is extremely limited . secondly , The manufacturing process of socks is simple , Coupled with the impact of the merchant price war , The market price has not been high all the time .
“ Our initial pricing was 59 element 5 double ”, Chen Cai told 《 The world's online merchants 》. Put it in 5 Years ago , Such a price has little advantage in the market . Socks in offline stores are mostly 10 Yuan Yishuang . On Taobao 10 element 3 Double or even 10 element 5 Pairs of socks are everywhere , Taote 、 Pinduoduo and other platforms will 1.99 element 60 Only black and white grey socks are used as drainage .
As a new brand ,Primeet The user's portrait is not clear , How to find consumers who are willing to pay , This is the first problem Chen Cai faces .
“ In limine , We use the mode of shooting shrapnel to spread the quantity , Through a lot of SKU（ Minimum inventory unit ） And frequent new arrivals to test consumer preferences .” Most of the time , The design team can produce nearly... In a month 200 The manuscript of the payment . The production cycle of damp socks is short , A pair of socks from design draft to mass production , When it's fast, just 15 God ~20 God ; The life cycle of a pair of popular models can be as long as 2~3 year . Attract guests through socks of various styles and colors ,Primeet The first year of Launch , Store fans reached 50 ten thousand .
“ Almost all seed users are 95 Young consumers after .”Primeet In this way, the basic style positioning is also built . It is mainly divided into four categories ： The first is fashion commuting ; The second type is the vanguard movement ; The third kind is sweet, cool and sassy ; The fourth kind is to cure cute fun .
Like Chen Cai , Zhong Yaodong is also in the process of starting a business , Keep it clear ISKU The audience group of China .“ Age 23~32 s , Like to dress up , Have certain fashion taste and aesthetics , There is a certain economic basis . Consumption habits , Often buy clothes 、 Fashion accessories 、 Make up, etc .”
In the consumption concept of fashion socks lovers , Price 、 Function is not the core measure of buying socks , They prefer to pursue the of products “ Level of appearance ”“ The fineness of the pattern ”“ Uniqueness ”.
This also means that brands can reach higher pricing space , From the design concept 、IP Start in the direction of joint signature and so on , Increase your premium ability .ISKU Worked with SMILEY Jointly launched the smiling face socks series , As soon as it came into the market, there was a sales volume 10 ten thousand + My explosive .
2020 year , Zhang Yongjie, who has been deeply engaged in brand operation for many years, began to plan and launch a product called “ Implicit words ” Fashion socks brand . Brand design starts with exploring Chinese culture , The original price is 99 Yuan Yishuang . Among the domestic fashion socks brands , This price band is almost a no man's land . Even the Swedish sock brand representing the high price area Happy Socks, The price of single and double is only 60~70 yuan .
Open the official flagship store of Yinyan tmall , Products are highly cultural story attributes , For example, Dunhuang series 、 Shanhaijing series 、 Intangible cultural heritage series . Quickly build brand intelligence , Catch the eye of the target user , Implicitly decided to take the channel as the starting point .2021 year 6 month 6 Japan , Yin Yan's first new product appeared in Li Jiaqi's live studio .“ We only tested the water 1000 Pieces in stock , It sold out in a few seconds .”
What's the next watershed ？
Zhong Yaodong 、 Chen CAI 、 Zhang Yongjie all went to 《 The world's online merchants 》 I mentioned a point ： Upgrade brand SKU, Create matrix category .
So-called “ Building a matrix ”, Is to try to develop other categories besides socks , For example, home clothes . The two tracks seem irrelevant , In fact, there is a very similar growth logic . From the perspective of the client , Home clothes are like socks , It started with functional products , It doesn't have the attribute of fashion .
Today, , Home clothes are like socks , Have been given more interpretation . A Disney Co branded home dress hides a childlike heart , A piece of fabric is smooth 、 High quality silk home clothes are the embodiment of identity and taste . Regarding this , Zhang Yongjie proposed “ Three kilometers ” The concept of .“ I hope that our mass-produced home clothes in the future will not only be comfortable , It also has the same story and fashion as socks , Be able to wear it and move freely within three kilometers from home .” In his opinion , Trendy socks are more like a brand to attract core audiences 、 An anchor point thrown to the market .
Except for home clothes ,ISKU We will also try men's and women's underwear this year 、 Damp clothes 、 Development of accessories and other products .“ On the one hand, it can provide value-added services for old customers , On the other hand, it can also attract new users for the brand ”, Zhong Yaodong explained .
If we say to create matrix category , It's the fashion socks brands that stretch their tentacles , Then the detailed consumption scenario is to deepen the root system .
Take the motion scene as an example , suffer NBA Athletes influence , Previous fashion socks brands paid more attention to the style of matching basketball shoes . And the main gym scene RIPPED Tearing tissue is another way , At the ankle of the sock “ print ” With interesting words , for example ： Energetic girl 、 Latte sweetheart 、 Daily rowing 、 Defatted youth, etc . And in the Primeet The official flagship store , We also saw five finger split toe damp socks suitable for Yoga scenes .
According to the 《 Analysis report on market demand prospect and investment planning of China's sock industry 》 Show ,2022 The market scale of China's socks industry is expected to reach 3571 One hundred million yuan . Humble socks , It has become a 100 billion scale “ Star track ”.
Under the strong demand , There is no benchmarking in China Happy Socks Such a benchmarking brand . For Chinese fashion socks , The ceiling of the market , There is still a lot of room for imagination .
author[World online business],Please bring the original link to reprint, thank you.
The sidebar is recommended
- NC colleagues receive benefits! Machining center programming, lathe programming teaching to share with you
- Changsha BYD official response to pollution complaints: the emissions of Yuhua Industrial Park comply with relevant national regulations and standards
- Zhejiang parents sued wechat video number to improve the "youth model"
- 6. What do you know about most functional meeting rooms?
- With fleshy, all beauty comes from fleshy
- Grey pigeon remote control excessive free? Telecommuting is good, but the paid version doesn't smell good?
- This small program, let seven wolves 400 stores one heart
- Olympic Games - women's Judo above 78kg won the bronze medal in song, and the French player won the gold medal
- Bear haunt (2012 domestic cartoon) - Baidu Encyclopedia
- The second edition of the guidelines for resumption of work and production has come, and the main responsibility is no longer carried by the enterprise alone. "Two tests a day" is not one size fits all
guess what you like
Food and beverage brand new media content marketing report - Crowley
Review the past and look at the present Sogou encyclopedia inventory of "hot words" in 2015
How to write brand encyclopedia entries and how to create brand entries? Brand Baidu Encyclopedia entry template
Wuling "betrays" workers?
The mobile phone software of an old African friend was contracted by this Chinese company
Express steal home chrome, Microsoft edge browser issued an open letter, inviting chromium kernel extension to its website
New progress in the industrialization of key systems of lithography machine, Guowang optical launch equipment bidding
Tesla expects to resume production capacity in mid May: "full of confidence in China, the epidemic is only a short-term challenge"
Ice and fire of cross-border e-commerce: Shopify winter and sheen attack
Chat robot landing and advanced actual combat | millions of people learn AI
- After more than half a year of salary arrears, Rouyu finally got paid. Where did the money come from?
- A large number of "trend" apps appear, and the Internet industry sticks to the word "tide"
- Xbox cloud games support fortress night. Apple is going to feel bad now
- The express business volume has risen to the 4th in China, and this small town will become the next Yiwu?
- Four office tools necessary for workplace Xiaobai. Promotion and salary increase is not a dream
- The transcription accuracy rate is 95%. Sogou opens AI technology to realize the evolution of recording pen industry
- What makes the real world feel unreal? Designers began to explore the fashion "meta universe"
- Baidu company was sentenced to civil liability for reputation infringement related to netizen editing entries
- Open up the blocking points and speed up the resumption of work. Enterprises in the automobile industry chain work overtime during the May Day holiday
- Behind the popularity of Vietnam's manufacturing industry: foreign capital takes flight, but it has no wings
- Microsoft Xbox camp works are likely to appear at this year's cologne game show
- China Telecom launched "SIM digital identity" to create a national trusted identity authentication convenience service
- Hangzhou Science and innovation center of Zhejiang University invented gallium oxide bulk single crystal and 2-inch wafer
- The national college entrance examination in 2022 will be held from June 7 to 8
- A little abnormal! Small factories scramble to use brand-name software, while large factories turn to new spreadsheets
- What will Buffett, who opposes bitcoin, think of Web3 0
- CCTV pays attention to Hisense laser TV: deploy the innovation chain around the industrial chain
- Today's headlines responded that Tencent video sued for infringement claims of 10 million: the relevant videos have been taken off the shelves and will actively respond to the lawsuit
- How to optimize Baidu Encyclopedia entries so that Baidu Encyclopedia entries have a complete entry structure
- Guan Peng, founder of K friends association, settled in Baidu Sohu Interactive Encyclopedia to expand the influence of the industry
- Shein, is it worth $100 billion?
- Chairman of zhongqingbao resigned: where will the company go without Li Ruijie?
- Qualcomm may postpone the release of Xiaolong 8 Gen 1 plus to the second half of 2022
- China has issued 120 million electronic driving licenses and 370 million electronic inspection marks
- The first batch of apple-1 computers sold for more than $250000 at the auction
- This time is different. Be vigilant against dual nuclear impact
- Affected by the shortage of chips, Kia's sales also fell year-on-year in April
- Jia Yueting hasn't returned home yet. His social media account is operated by the team
- This young people are willing to spend 100 yuan to quit mobile phones
- Personal IP which company is specialized in Tiktok short video operation in Henan Province?
- Lan Xiang, is vocational education for money or for people?
- Apple admitted that the speed of the old mobile phone was reduced and the old owner received a "full" refund
- take in everything in a glance! Clearly reproduce the changes of trading volume on that day, and share the source code of tongdaxin
- How to design the bonus scheme for sales staff? This article tells you
- Calligraphy appreciation Chinese calligraphy ebook recent Summary eBook Free Download
- Hard to quit personalized recommendation: every time you "guess what you like", you are "peeping" into your life
- Due to the serious shortage of manpower, Samsung and SK Hynix strengthened the joint training of employees with Korean universities
- Seven rainbow graphics card renewal in progress, 10000 yuan table award waiting for you to win!
- Samsung has reached a cooperation with dish, an American operator, to provide 5g network equipment, etc., with an estimated amount of more than 1 trillion won
- Acer: the problem of long and short PC materials has changed from a shortage of semiconductor chips to "factories can't start"