This September, conscientious old domestic products finally got the huge traffic they dreamed of.
As one of the most popular old domestic products recently, the number of fans of the official account of Bee Flower Douyin has exceeded 5 million, and it has been sold out several times.
For these old domestic products that are of high quality and low price but have been in an average situation in the past, netizens have called for the development of an "APP with only conscience and domestic products".
But the revival of domestic products, it is not enough to rely on the pity of netizens.
They must find a counterattack path that suits the times and suits them.
In recent years, there has been a down jacket time-honored brand - duck duck, and its changes and counterattacks are almost like opening.
In 2019, duck and duck sales were 80 million, which is actually in a state of loss for consecutive years.
No one expected that in 2022, Duck Duck's omni-channel GMV would exceed 11 billion yuan, a hundredfold increase in 3 years!
In 3 years, everything seems to have changed.
The duck duck down jacket that lacked fashion in the past has now become like this.
On September 21, it also landed in Milan Fashion Week for the first time, releasing the "ice shell series", the raw material is Nordic temple-level down "Icelandic Goose Duck Down", which is also the world's first Icelandic Goose Duck down jacket, giving peers including foreign big brands a higher intensity confrontation.
From glory to consecutive years of losses, and then 3 years of rebirth, Duck Duck staged the most bullish turnaround battle belonging to the time-honored brand.
How did this reborn turnaround battle work?
The creator of China's first down jacket,
Almost forgotten
When it comes to down jackets, many people may now think of those ridiculously expensive foreign brands.
But for a long time, duck duck is synonymous with down jackets in the hearts of Chinese people.
It is no exaggeration to say that the glorious moments in the history of duck and duck are almost a footnote to the historical development of China's down jacket industry.
Founded in 1972, Duck Duck produced the first down jacket in Chinese.
As the "pioneer", duck duck has developed smoothly in the future. In the eighties and nineties of the last century, it once set a record of 100,000 down jackets sold daily, with a market share of up to 1/3.
At that time, ducks led the way and were studied and learned in the industry.
Including the brand sponsorship of climbing Mount Everest and walking the pole, which is now very popular, ducks and ducks have already experienced. In 1992, Duck Duck accompanied the mountaineering team to climb the "Nanga Bawa Peak", a mountain that had never been conquered by mankind before.
At its peak, duck duck's transcendent position in the industry even surpassed the market level:
Since its establishment, more than 70 party and state leaders have personally visited Duck Duck for inspection and guidance;
The duck duck's down jacket was given to foreign heads of state as a "national gift";
The awards of various authoritative departments and associations, ducks and ducks also got soft.
The turning point occurred at the beginning of this century. The "common diseases" of time-honored brands, such as aging brands and insufficient R&D capabilities, were entangled in ducks and ducks, and the rise of friendly companies led to its market share once being less than 5%.
As soon as he stepped downhill, the duck duck seemed to be unable to stop the car for more than ten years.
In 2012, Duck Duck decided to reform the original state-owned enterprise system, and then a private enterprise with textile as its main business became Duck Duck's largest shareholder, but the latter's addition failed to turn things around.
To add insult to injury, at a time of turmoil in ducks and ducks, the impact from the outside world has become stronger.
Not only the rapid development of friendly businesses, but also the changes in various industry trends. For example, down jackets have changed from warm to fashionable items, and their appearance and personality are increasingly important.
This trend is particularly evident from the performance of foreign big brands in the Chinese market.
French brand Moncler mentioned in its financial report for the first half of 2019 that the Chinese market leads the world in growth and has become the brand's largest market; In the same year, Asia also became the fastest growing market for Canada goose, and the news of people lining up to buy Canada Goose was hotly searched.
In contrast, ducks that have not had time to keep up with the changes seem to have only forgotten endings left.
So in 2020, the invincible duck made a fate-changing decision.
From being rejected to being robbed madly,
What do ducks rely on to beat foreign big names?
In 2020, Duck Duck ushered in the second restructuring, and since then, the two have been judged.
In the first year the new team took over, the total sales of ducks and ducks skyrocketed from 80 million to 3.5 billion.
The duck duck, which was originally silent on the Internet, began to have its own hot search physique.
2021 winter new product launch event at the Great Wall; has officially announced Tong Liya and Zhao Lusi as spokespersons; As well as going abroad, appearing at Milan Fashion Week, releasing blockbuster new products to the world, duck duck is increasingly visible.
What has changed is that ducks and ducks, which were originally only loved by the previous generation, have begun to reach users of all ages, including young people.
So far, the sales of duck and duck down jackets have been the first in the whole network, the world's leading, and the strength is a tough international brand.
Why can duck duck break the foreign brand filter?
On the one hand, the new team of Duck Duck has given full play to its core advantages and achieved the ultimate in online operations.
For example, on the Douyin platform, there are media statistics that since August 2021, Duck Duck has become the top 1 of Douyin e-commerce clothing brands. In the overall list of Douyin e-commerce brands last year, Apple ranked first, followed by duck duck.
Nowadays, ducks and ducks, which rely on online to return to the top, are gradually making efforts on offline channels. Different from the simple expansion of the number of stores in the past, in the newly built flagship stores and other store types, duck and duck are all integrated into cloud retail, and continuously expand the volume of performance through online businesses such as store broadcasting, video channel live broadcasting, and community group buying, so as to achieve omni-channel operations with online coverage and offline coverage.
Duck Duck offline store
On the other hand, it is also a more important factor: the rebirth of ducks and ducks in products.
1. Insist on being "alien" and die in the main business of down jackets
According to the routine operation of the down jacket industry, summer is the season to lie flat, but ducks and ducks are an "outlier".
Even in the hottest times, it insists on selling down jackets. However, it is not really hard to sell under the scorching sun, but to find the right scene, such as moving the live broadcast room under the snowy mountains.
In addition to insisting on selling down jackets, in the three-quarter off-season, their more important task is to focus on research and development and design, while also digesting old models and testing new ones.
To this end, they have integrated thousands of designer resources, covering many senior designers in the global down jacket industry. The "ice shell series" released this time invited the men's wear design director of an internationally renowned brand to operate.
This is also why the R&D and design strength of ducks and ducks began to explode.
Finally, superimposed on the original technical heritage of the time-honored brand, the overall product strength of Duck Duck has been rapidly improved.
In 2022, Duck Duck will officially put more than 1,000 SPUs on the shelves, mainly divided into basic models, design models, and medium and high-luxury series, covering customers aged 3-80.
Duck Duck, which was almost marginalized, once again returned to the national brand.
2. Dead knock high cost performance, tear off the fig leaf of foreign big brands
After the duck was reborn, it shouted a slogan: "Let 1.4 billion Chinese wear cost-effective high-quality down jackets."
Of course, some people will definitely say that ducks and ducks are not cheap nowadays, and there are many down jackets for thousands of yuan. Including the "Ice Shell Collection" released at Milan Fashion Week, it also belongs to the high-end product line of Duck Duck.
However, the key to price/performance is not price, but performance. Achieve higher performance at the same price.
After careful study, you will find that this "ice shell series" is still taking a cost-effective route.
In terms of the key parameters of down jackets, this series can be called a top match.
For example, the fluffiness, the higher the fluffiness of the down, it means that under the same amount of down, the down can fix a larger volume of air layer to keep heat and insulate, and the warmth is better.
The raw material of the duck duck "ice shell series" is made of Icelandic goose duck down, and the fluffiness is as high as 900+. On the other hand, a foreign big brand, there are many tens of thousands of down jackets, and the use is only 625 fluffy duck down. Down is the core cost of down jackets, so its premium is high.
, duration 00:30
Not only fluffiness, if you compare the other two key parameters of down jackets - filling amount and down content, you will see that some high-priced products of foreign big brands are still not competitive...
In addition to down, the performance of down jackets is also related to the fabric.
Because down is generally very squeamish, afraid of wind and water, the wind will destroy its internal stability, water will wet the down, make it collapse into a ball, in short, will destroy its warmth function.
In order to be waterproof, windproof and breathable, many foreign big brands will use a top fabric GORE-TEX, which can not only ensure that the external rain and snow cannot penetrate, but also allow the sweat generated inside to evaporate in time.
According to the test of the duck and duck laboratory, the main indicators of the fabric used in the "ice shell series" are no less than GORE-TEX.
In addition, the "ice shell series" even the down is waterproof to further ensure the warmth function.
Therefore, the "ice shell series" that is warm, breathable and resistant to heavy rain is classified by ducks and ducks into a high-level category: storm jackets and down jackets.
Taking the product as the foundation of standing and speaking with the product is the killer tool for conscientious domestic products to break through the brand defense line of foreign big brands for many years.
However, wanting to completely smash the foreign brand filter is obviously not a one-day achievement.
51-year-old brand,
It took 3 years to cultivate into ZARA in the down jacket world
Behind the endless new products and the frequent explosions, there must be irreplaceable and differentiated advantages of internal strength.
For ducks and ducks, this internal strength cultivation mainly falls on the supply chain.
In just 3 years, Duck Duck has made a big innovation in the supply chain.
It integrates the "fast reaction model" of the fast fashion industry into the down jacket industry to create a digital fast reaction supply chain. ZARA, the leader of the fast fashion brand, has achieved a quick response efficiency of 30 to 60 days, while duck duck has been shortened to 10 to 15 days, and hundreds of new models can be added every day.
Compared with the fast fashion industry, the down jacket industry has a long development cycle, and it is an asset-heavy model, and the production is still only selling down jackets for one season, and the difficulty of doing fast reaction is not the same.
Therefore, the digital fast reaction supply chain has become the core advantage that is difficult to be copied.
In order to enter the fast fashion mode, duck duck attaches great importance to digital management, and last year also built a BMS system, each link is traceable, controllable, visualized, and also allows them to control the whole process from product design, production to the final sales link.
Duck Duck BMS data dashboard (the above data is only an example)
In the end, ducks benefit a lot.
First, maintain stable quality control.
Duck adopts the practice of centralized procurement of down, controlling raw materials from the source and quality control in front.
At present, it has included a number of high-quality down suppliers into its preferred raw material library, and the brand headquarters will output down designated packaging and label management specifications, and unify upstream and downstream down quality standards and testing specifications.
This duck duck "ice shell series" can take the lead in using Icelandic goose duck down, which is also because in June this year, duck duck entered the Icelandic parliament and reached in-depth strategic cooperation with the Icelandic government, becoming the largest officially certified Chinese goose duck down procurement brand.
Second, to ensure the speed of supply, we are not afraid of explosive orders.
After strengthening its online operation capabilities, Duck Duck has had many explosions. For example, on Double 11 last year, the GMV of online omni-channel brands exceeded 1 billion yuan.
But if the production capacity cannot keep up, the explosion may not be a good thing.
This shows the importance of a digital fast-acting supply chain. The relevant person in charge of duck and duck once mentioned: "After the front-end sells out, the back-end factory can coordinate to increase the production line and quickly replenish the inventory, and most of the duck's own factories and cooperative factories support 7-15 days of fast return to production." ”
Third, reduce the cost of raw materials, inventory and so on, which is the confidence to adhere to high cost performance.
In addition to quality control, there are also cost considerations to minimize the impact on the cost of down jackets.
In addition, the clothing industry has a big cost: inventory.
Duck ducks have much less inventory pressure because their sell-through rate and inventory turnover rate far exceed their peers.
According to the calculation of duck and duck, the comprehensive gross profit of the whole chain of duck and duck can save about 15%, the sell-out rate is as high as 90%, and the inventory turnover rate is only 60 or 70 days. In comparison, the average sell-out rate of the down jacket industry is about 60%, and the inventory turnover rate is about 150 days.
The fourth is reflected on the user side to create a more extreme user experience.
Through the digital quick response supply chain, on the one hand, duck duck can accurately measure models, predict potential explosive models, and quickly meet the preferences of mainstream people; On the other hand, it can also realize small orders and fast reflexes, on-demand production, and meet the product needs of specific groups.
With a better experience and word of mouth, it also obtains the greatest significance of hard training internal and external skills.
This is also the hope for the revival of old domestic products of conscience, because they never lack recognition.
From almost being subverted to subverting the industry, from losing at home to going abroad, hardening international brands, and becoming world-class business cards, the rebirth of duck duck is a further herald: the revival of time-honored brands with conscience is not impossible.
They may lack only one opportunity for a new era.
The duck seized the opportunity, and whose turn will it be next?
@The End
Author of this article | Sea view | Content Operations | A whale
Editor-in-Chief | Zhang Yichi