In recent years, under the big wave of the rise of the national tide, only relying on rubbing heat to attract the attention of a wave of young consumers can only be a short way to get rid of the anxiety of the "aging" of domestic products. Putting aside the wave of domestic goods, how to make local domestic clothing brands achieve long-term self-reliance, the leading domestic casual clothing brand Fast Fish Clothing has given its own answer.
As a domestic fashion casual clothing brand with a history of 19 years, brand power, commodity power and channel power are important places for tough fast fish clothing to cross the life cycle. From its founding in Hangzhou, Zhejiang Province in 2002 to running in the sinking market for nearly 20 years, as of now, Fast Fish Apparel has 2,700 stores across the country, covering nearly 1,000 towns, 40 million + members, with cumulative sales of 1 billion pieces, and was selected into the "People's Good Product Project" launched by People's Daily Digital Communication.
Looking back at 2021, under the impact of the epidemic, the action of fast fish clothing has never stopped, and has been advancing in the review.
Insight into consumer demand Fast fish leads the down jacket trend
Any brand with products as the core must ultimately speak with products.
With the iteration of consumer demand, Fast Fish found through market research and user research that consumers' demand for clothing is no longer simply the pursuit of the brand itself, but also pays more attention to whether the product can meet their needs. This demand consists of two levels: on the one hand, the requirements for product quality, and on the other hand, the wearing experience. Based on this insight, Fast Fish Apparel recently launched brand ambassador Zhang Yishan's new down jacket series autumn and winter products.
The launch of the new autumn and winter down jacket series this time, fast fish clothing research and development focuses on whether the small details / functions of the product can solve the pain points of multiple scenes in consumer life, capture the lightness of "clouds" in terms of design, inject a unique avant-garde fashion perspective, once online, it will become the current "explosive model".
Among them, the light down series adopts a gallless anti-down fabric, and the padding adopts high fluffiness 90 duck down, which realizes the perfect combination of functionality and comfort, not only locking temperature, delicate, warm but also soft and ultra-light without pressure.
Another men's hooded warm down jacket The biggest highlight is the use of Japan imported antibacterial additive down NANOFINE can effectively inhibit bacteria, outdoor sports or high body temperature, can be like the body's "second skin" as breathable, but also effectively remove the odor produced by down, to consumers to bring a warm and light wearing experience, completely breaking the stereotype of down jackets in the past.
At the same time, the blessing of brand promotion ambassador Zhang Yishan's same down jacket has also injected new vitality into Fast Fish Clothing. On the one hand, with the help of Zhang Yishan's national popularity in the consumer group, it has rapidly expanded the spread of products and brands, on the other hand, it is also to use its professionalism in fashion to strengthen the fashion trend of the brand, so that consumers can see different down jackets, and set off a new trend of autumn and winter down jackets in the market.
At present, Zhang Yishan's same down series has been sold in offline stores nationwide, and can also be purchased in the WeChat Mini Program "Fast Fish Mall" or fast fish Tmall flagship store.
Let every product have a new story, a topic, with a high cost performance to continue to connect with the current consumers, to create a value creation in line with the times, to provide consumers with favorite products, fast fish clothing this new down jacket listing is also to continuously drive the brand's product strength, in order to further enhance the brand power.
Multiple tracks go hand in hand to help the brand potential to improve
Flowing water does not compete, but it is endless. Over the years, Fast Fish Clothing has been an affordable fashion casual brand that is constantly evolving. Brand building has become an important moat in this evolution.
At the supply chain end, on the road of national brands to national brands, it is inseparable from the upgrading and iteration of "manufacturing" to "quality manufacturing", and the improvement of the quality and image of domestic products requires enterprises to continuously increase investment in product research and development, and strengthen supply chain integration and construction.
To this end, in the past 19 years, Fast Fish Apparel has strictly controlled from raw materials to production processes, strictly selected 200 raw material suppliers of first-line brands, carefully polished the core categories, and created a product story with temperature and quality for each super clothing single product.
On the brand side, Fast Fish Clothing was strongly selected into the "People's Good Product Project" launched by People's Daily Digital Communication, and through the launch of the "Domestic Fast Fish People's Good Product" series of products, it consolidated the brand's high-quality and cost-effective concept.
For example, the "People's Good Products" sweatshirt series launched by this autumn and winter fast fish clothing is based on the fact that fast fish clothing has been deeply cultivated in the field of casual clothing for many years, using high-quality raw materials such as Xinjiang Aksu cotton, as well as combed weaving and burning wool process, more creatively combining Chinese traditional movable type printing with fashion elements, using imitation movable type printing effect steel plate process, so that the national tide elements "come alive".
At the same time, in order to quickly bring the brand and products out of the circle, Fast Fish Clothing also joined hands with Olympic champion Sun Yiwen, as well as Xuan Lu, Li Yitong, Liu Yan, Liu Wei and a large number of popular stars to wear the version, using the effect of the same sweatshirt of the star to expand brand awareness in the fan circle, so that the new product comes with topics and traffic at the same time, but also allows consumers to find resonance in the celebrity's clothing and performance.
On the marketing side, Fast Fish Apparel also continues to break through the convention, explore new possibilities, show brand vitality, and increase the memory point of brands and products by launching celebrity models, IP co-branding, and functional products, so as to better establish a young and trendy brand image. For example, head IPs such as Hand-in-Hand Doraemon, Snoopy, Jurassic Park, Kung Fu Panda, etc., with the help of the effect of IPx brand 1+1>2, bring unexpected trend surprises to consumers.
In September this year, Fast Fish Clothing was a test of emotional marketing, and officially released the 2021 brand attitude blockbuster: "Fast Fish, Live Up to Your Every Moment struggle". In the promotional video, with the perspective of accompanying users and witnessing extraordinary results for 19 years, Fast Fish presents the spiritual core of hard work advocated by Fast Fish through the daily struggle of six typical users, transmitting positive energy and arousing strong resonance among fans.
As an industry explorer and leader, Fast Fish Apparel has now gone through nearly 20 years. As a brand that sells a piece of clothing every 0.2 seconds and is known as a national wardrobe, it is expected that Kuaiyu Clothing can play the "Chinese business card" label of Chinese clothing brands in the market in the future.