Consumption upgrading has led to the growth of the luggage industry, consumers are getting younger and younger, and buying is more fashionable and more expensive.
According to relevant data, by 2024, the compound growth rate of Chinese designer brands is expected to reach 26.6%, higher than the 11.4% of luxury brands, 17.0% of fast fashion brands and 13.8% of commercial brands.
When this year's young people are no longer willing to collide with others, a shape to match a bag, and do not mind paying a premium for good design and good brand story, the new brand that finds humanization, stylization and content has become the growth engine of the luggage industry.
Recently, Taobao education Tmall luggage accessories "star" brand manager MBA second season began, Gu Liang Jiji, Amazing Song, PECO, A.Cloud and other more than 30 Tmall new brands to participate, they in Tmall transaction scale from millions to hundreds of millions, seeking the next stage of growth points become a common appeal.
The business growth project has been launched for 2 years, helping designer brands such as Guliang Jiji, A.Cloud, and Songmont to achieve 100% transaction growth from budding to becoming a benchmark for new brands, and more and more cutting-edge designer brands have been deeply laid out on Tmall.
Taobao education and several of the designer brands chatted, trying to understand what urgent problems they have to solve at the level of original design, brand building, consumer operation, etc., hoping to give business friends a reference.
Re-purchasing low-population expansion is the key
Brand: NIID
When a number of designer brands compete in the women's bag market, the "returnee brand" NIID cuts into the market from the men's bag subdivision track according to the logic of the explosion of a single product. In 2021, Tmall's annual sales volume is 50 million, and the overseas market and domestic market account for 3:7, Tmall has become the main position of brand operation.
Men's need for storage has always been real. It's just that unlike women, male consumers are more concerned about the lightness and practicality of bags. However, for many years, men's carry bags on the market have not been able to combine "thin and light", "practical" and "stylish" design elements well. Based on this pain point, in 2015, the manager Jason and his friends founded the brand NIID in the United States, using the gun holster as inspiration to design a super storage, anti-theft and lightweight "gun bag", saving men's pants pockets.
When the brand reaches a certain scale, it faces a bottleneck of growth. On the one hand, the production rate of NIID is low, on the other hand, the repurchase rate of men's bags is low, so the brand will soon be able to touch the ceiling of the growth of men's bags. Host Jason said that at this stage, what brands need to consider is how to break through growth, is it to expand the category? Or soften the style?
Jason analyzed that male consumers should no longer use homogeneous products, although NIID will continue to optimize the single product or brand combination, but will not compete with themselves in the men's bag category. In the future, brands are more likely to explore multiple subdivision scenarios such as trolley boxes, travel backpacks, fitness backpacks, and women's makeup bags based on the insights of Tmall data on the crowd.
Taobao Education Certified Instructor Li Longbo:
In the early stage of the brand, there will be a fixed consumption scenario and a fixed price segment. When further expanding, it is necessary to consider the scene extension, crowd extension and price band extension. Brands need to get in first to reach consumers.
Improve the efficiency of withdrawal to maintain steady growth
Brand: A.Cloud
A. Cloud is a niche designer brand invited to enter the Tmall store, the product belongs to the 1000-2000 medium and high price band, Tmall sales in 2021 40 million.
The brand emphasizes the artistic gene, after entering Tmall, the first out of the circle is the crocodile pattern series bags, A. Cloud's design breaks people's stereotype of crocodile pattern old-fashioned, leather hard, lighter embossing, selected colors are younger, brighter, hand-polished, visual effects are natural and advanced.
A.
Cloud has planted grass at home and abroad, and the bag is liked by ins and small red book netizens, gradually opening up its popularity, and then selected by the editors of many fashion magazines and revealed in the magazine pictorial. At the same time, A. Cloud has also cooperated with the Louvre Museum in France to enhance brand awareness.
A. Diane, director of cloud operations, said that Tmall has a brand mentality, consumers can undertake a price band of thousands of yuan and above, and after entering Tmall, the brand's pricing is truly in line with positioning.
For the product power that designer brands value most, Diane said that it is difficult to launch a new series stably. The brand's original development strategy was based on the dimension of series, a series of 9 models, and the development cycle was very long. Taking the latest series as an example, development began in October 2020 and was completed in September 2021, and the big promotion node was missed.
Tmall Luggage Small Erjiatang:
Rigorous product planning and payment efficiency are the keys to the stable efficiency of designer brands. The Tmall luggage industry has developed the concept of "super series". When the designer outputs the idea, through the same elements and values, the consumer first finds a common point, forms a recognition and memory point, and then selects different package types in the same series according to different use scenarios. The odds of success will increase a lot.
I know the explosive items but can't remember the brand name
Brand: Amazing Song
Amazing Song was born in 2013 by three sisters from different design backgrounds. The unit price of the brand customer is about 600, positioning as an "original designer brand for mass consumption." ”
In June 2019, the brand entered Tmall, and the brand quickly opened its popularity through KOL planting, head anchor recommendation, and cooperation with stars such as Zhao Lusi, Song Yuqi, and Li Sidani. Among them, "bakery series", "soft European bag" and other nickname in the consumer center wisdom is stronger, so the brand conversion is also based on keywords, many best-selling models can achieve monthly sales of 10,000 +.
In 2020, affected by the epidemic, the factory was closed and could not be shipped. Therefore, the three sisters decided to build their own factory to ensure the supply chain. In the case of stable supply chain, coupled with star items, in 2021, Amazing Song's annual turnover in the Tmall flagship store exceeded 100 million.
Co-manager Zhang Xiaoxia said that in the process of rapid brand development, they found that Amazing Song's brand mentality was not clearly communicated. Many consumers enter the store through a single product nickname search, but they do not form a mind about the brand. Brands don't have customer operations on Tmall, and the conversation with consumers isn't enough.
Only by continuously operating a group of people can we continue to build a brand mentality. Brands should first define consumers through Tmall big data, classify consumers, and then operate in layers.
epilogue:
There is no doubt that with the rapid growth of the post-95 and Generation Z consumer groups, Chinese designer brands are in a "golden age".