When Station B and Bubble Mart have successively gone out of the circle and developed rapidly, more and more people have shifted their attention to "niche culture". When the quadratic element is no longer an "outlier", wearing Lolita can also be upright.
Industry reports show that as of November 2020, the scale of active users of The Z generation after 95 to 00 has reached 320 million, and after the Z generation gradually becomes the mainstream of consumption, the future two-dimensional field is also very likely to be from the niche consumption track and gradually become the mainstream of the mass life consumption mode. People's consumption habits for the second dimension have also slowly shifted from the original focus on price and cost performance to the added value of cultural consumption. It's Twelve Lightyears that provides a place in the city for 320 million Gen Z.
Twelve light years is to integrate the stories in the two-dimensional field into people's daily lives and products, and become part of the added value of users' spiritual and cultural products. Since its inception at the end of 2020, it has not only attracted the love of the blockbuster Generation Z, but also won the favor of a lot of capital, and has achieved multiple rounds of financing in just over a year.
At the product level, 50% of the products in the Twelve Lightyear store belong to its own incubation brands, and the remaining 50% are cooperative products with well-known pan-quadratic brands such as classical dolls, Chinese brand uniform pavilions, oriwa set, Shili Qingsui, Xiziwen and so on. So in essence, Twelve Lightyears is a cultural creative company, all content and merchandise are deeply tied to the cultural community, it is like a publishing house or brokerage company, providing good creatives, good designers and creators with support from platforms, channels and supply chains.
The founding team of Twelve Lightyears, from the three-dimensional world to find the second-dimensional friends, with a common dream together, founded the Twelve Lightyears brand. Next, let's look at how the founding members turned their love into a lifelong career from the perspective of the brand's marketing, operations and products.
01
From light decoration to grasping the sense of buying, the iterative upgrading of scene marketing
For Gen Z, they want to have a relationship with what they like, not a relationship of looking up. Therefore, on the basis of accompanying the growth of users, 12 light years constantly iterates and upgrades the marketing scene with the age and consumption preferences of users.
When the first store was opened, twelve light years of "light decoration and heavy goods", as far as possible to make the scene small and beautiful, close to the daily life of young people, just like the stationery store and gift shop visited by students after school, quickly narrowing the distance between themselves and users, so that users have a general understanding of themselves.
A year later, they iterated out the second type of store and began to grasp the "sense of buying". What is Buy sense? It is when users walk into an environment and see a variety of goods, the first thing they think of is not only to take photos and punch cards, but also to rush into these products to pick what they want. The feeling of buying is essentially a strong psychological cues of the desire to buy.
The second type of store has made a lot of detailed adjustments to the height, placement and position of the entire product, and gradually become a humanized scene that looks very messy, but is very easy to buy.
Image source: Twelve Light years
By the end of 2021, Twelve Lightyears has an updated gameplay, they hope that each store is an amusement park in the city, whether users are on weekends or after school, they can come to the store to chat with the little sister, see beautiful clothes, greet their favorite virtual characters, and even bring their own children to go shopping. They turn themselves into a scene in the user's life, so that the connection between people and things and users here becomes a relationship that accompanies growth.
2
The market gap is tightly held in hand, and the offline and online linkage operations are carried out
As we all know, the consumption of the second dimension originates from online, and users are already familiar with online play, while offline stores are still relatively rare. But from the perspective of consumer trends, every online brand has a dream of opening a store offline, most users also hope to have a deeper experience in the goods, and the gap in the market is precisely their own opportunity, so twelve light years boldly try to open a store offline.
After opening the first store, a large number of shopping malls invited twelve light-years to settle in, for the choice of stores, the team generally has to conduct field visits, analyze the geographical location, customer matching degree, and play a game of business conditions. They like to choose places where traffic and rent are more moderate, and to connect with related brands, sometimes, the location of large traffic may not bring business, accurate customer base and positioning, and the right neighbors are the most important.
First, the community operation from the beginning of the design
Twelve light-years of community operation, is still in a relatively preliminary stage, the most direct way is to establish various types of groups, according to different regions, groups and themes to pull groups, such as city dating groups, product design groups, offline activity groups.
Basically, each store has a dating group in the same city, through the clerk and store manager to maintain the activity of this group and the relationship with users, because every user in the group has gone to the offline store to buy things, so it is still relatively active.
The product logic of twelve light years is to design and produce products with users, so in the process of design, users are invited to the group. When the team designs a small skirt, it will let users choose the color in the product design group, and finally choose the direction of product design according to the choice of voting more. Because users are excited about getting involved in product design, this type of group is also active.
The store usually has some offline activities, and every time it does an activity, it will pull the group, which is the most basic, but also the most direct and effective community management. In addition, Twelve Lightyears has its own perfect CRM customer management system, and when users become members, they enter their CRM system.
For the user's personalized operation, The Twelve LightYears will issue different rights and interests according to the user's consumption frequency, such as giving certain points, certain achievement rewards, and more importantly, every New Year's Festival, it will also give users some small sense of ceremony, so that users feel that they have truly entered the big family of twelve light-years.
2. Co-creation of the activity operation of the cultivation system
In this era, it is very simple for users to buy a thing, but if you set a certain threshold and gameplay, let users feel that it is not easy to get this thing, you can bring users an unforgettable memory. The First World War of the Twelve Light Years became famous because there were more than a hundred people queuing up to buy twenty small skirts of more than one hundred yuan.
They will try to study and create these new ways of playing, for example, they have a very famous scratch music event, every time the New Year's Festival, every guest comes in, as long as they buy something, the store will give scratch music, scratch music brings the user a sense of luck throughout the day, not just buying something.
In addition, all the clerks and sisters in the Twelve Lightyear store are very sweet and cute, they will not only help customers choose goods, but also help customers match from head to toe, and even comb their hair for customers, if customers want to interview or exams, the sisters will cheer for customers.
Between the clerks and users of the twelve light years, it is not only the relationship between the goods and the customer, but also the relationship between family and friends, not only the relationship of symbiosis, coexistence and co-creation, but also a relationship of coordinated development.
Third, product operation - resonate with the spirit of users
As a company with offline genes, the most important thing for Twelve Lightyears is to take advantage of the advantages of offline and online. The guests who consume in the store are their most accurate customer groups, link users offline, and then bring users to the online virtual space and world to create a new consumer experience, which is a bottom-up logic.
The online consumer experience is a large e-commerce platform, but not all store things can be bought, more is to produce some interesting and interesting content, create some topics and events close to the user's life, and users do a good job of emotional maintenance and upgrading.
Therefore, the twelve light years online is mainly based on the product logic of the explosive product, and after the user finds a spiritual resonance, all the seed users are directed to the line, and a product is associated with a product through the topic, so that the product is slowly fermented in the audience and online, and finally becomes an explosive product.
After that, the user's online purchase behavior becomes an identity interest tag, and at the same time, the linkage community, the online purchase becomes a fun game, and the users can also link with each other, which is not only through the price and the way to consume the traffic funnel, but also the game and social attributes in it.
In 2022, Twelve Lightyears proposes a completely new concept: the two-dimensional national tide. With the self-confidence and rejuvenation of Chinese national culture, the national tide is definitely a general trend and a general direction, and the two-dimensional national tide is more to integrate the creativity of young people and the play of the two-dimensional culture into the general direction of the national tide.
Overall, Twelve Lightyears wants to turn the store into a place to listen to stories, play with aesthetics, and finally take away souvenirs. When users come to the store, not only can they find a lot of their own friends, the recently popular trend vane, the future walking on the road, swimming on the Internet, but also through dressing, carrying things and purchased goods, see their own personal interest labels, and finally get great spiritual satisfaction.
3
From selection to expansion, guard the heart of a young girl
Twelve light-years of Slogan is "guarding the heart of young girls, lighting up the light in the heart", they hope to break the traditional sense of everyone's narrow definition of "girl", I hope that everyone can see the Z generation of girls, may be full of vitality, may also be soft and gentle, stubborn. Their vision is to implant "girly power" into the product, so that each product has its own girly power label.
Therefore, in the process of selecting categories, the team is not limited to vertical categories such as clothing, tide play, beauty, snacks and pets through a strong way of occupying the minds of target users, but also not limited to defining retail categories from the perspective of supply chain, so the three parts of the human goods yard are completely open and integrated. Social e-commerce, content e-commerce, and live e-commerce are all transaction sites in the 12 light years, and offline stores mainly lay the positioning of this brand in the minds of consumers.
In the process of expanding the category, Twelve Lightyear hopes that users can buy something in the store, which can evoke a memory, or find their youth and dream origin, usually there are many girlfriends will bring boyfriends, many mothers will bring children to the store, the team has also developed couples and parent-child clothing to adapt to consumers with different attributes.
To sum up in one sentence, the selection and expansion logic of the twelve light years are all centered around the way of life of the girl, and all the products related to the lifestyle of people who have the same values and like the two-dimensional culture of the girl may be involved in the twelve light years.
4
Look at the future development form and build your own moat
Talking about the ultimate form of future development, Carrie Liu, the founder of the twelve light years brand, said that she hopes that everyone's cognition of twelve light years is not only a commercial brand, but also synonymous with an industry and an industry, and she hopes that through her own efforts, she will push the changes in the lifestyle of Generation Z and the new retail form to become a footnote in the post-epidemic era.
They are currently trying to break through the concept of the human goods yard, in the new short video field, so that good content and spiritual culture are connected, and finally precipitated into product e-commerce retail. Through short videos or live streams, users can use a new way of consumption to purchase goods, which is also an industrial initiative that Twelve Lightyears will focus on in 2022.
From hobbies to lifelong careers, from the consumption of niche tracks to the consumption of lifestyle, Twelve Lightyear hopes to tell users that buying something is not only the thing itself, but also a story, a cultural heritage, and even an interest label.
However, when the secondary market is slowly becoming larger and more mature, how to establish its own moat, become an indispensable brand in the field, how to cultivate the positive rules of the market through its own consumer values, and become the guide and enforcer of the rules, is the problem that the team needs to think deeply about at present.
We will wait and see how the Twelve Light Years and the Second Dimension will develop in the future!
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