Evan
Edited by 丨 Wang Xiaokun
This year's 618 has passed, and some cutting-edge domestic products have already emerged.
From the Taobao Redskins store to the Tmall sportswear brand, Lolita, which was founded in 2015, is one of them. Aiming at the 18-35-year-old female group, the main trend, comfort and fashion of women's sportswear category, the rampaging Lolita has already laid its own differentiated positioning in the women's sportswear track - to provide young female consumers with affordable high-quality fashion sportswear.
The "Insight Report on the Money Concept and Consumption Trend of Young Women in the New Era "Self-Care" Released by the First Financial Business Data Center shows that post-80s and post-90s women have become the main consumer force in first- and second-tier cities, and the independent consciousness of female consumers is gradually awakening, and consumer decisions are increasingly focused on caring for themselves and improving the quality of life, and they are more inclined to choose brands that can express their true attitudes.
In the 618 activity, with the help of the shareholder wind of "her economy", the sales volume in the 2 hours before the opening of the door has exceeded the sum of the whole day in 2020; the pre-sale amount has increased by more than 11 times compared with last year; the repurchase rate of its sports-sizeless bras has increased, and the Aurora series of bras has become the Top 1 of the Tmall sports bra category in the pre-sale stage.
In the industry fields where adidas, NIKE, lululemon and other giants are lined up, how does the rampaging Lolita stand out and gain a foothold? In the current young group, how does it fade the aura of "Internet celebrity" and establish public brand recognition?
<h2>Standing at the cusp of "her economy" and grasping the boom in the rise of domestic products </h2>
As one of the earliest domestic sports brands to enter the game, Lolita has witnessed the rise of women's sportswear tracks from 0 to 1.
As early as 2015, Chen Nunyang, the founder of the rampaging Lolita, noticed that there were very few women's sportswear on the market, and the style was not fashionable and beautiful enough. The popular international brands such as adidas and NIKE were concentrated in the price range of more than 300 yuan, resulting in the phenomenon of female sports brands in the market at that time.
Therefore, at the beginning of its establishment, the violent Lolita locked the price point within 300 yuan, focusing on the young female group aged 18-35. Chen Nuanyang said that such a price point can reduce the cost of consumer decision-making. In other words, you just have to think about whether you like it or not.
Image source: Runaway Lori
At present, the domestic sportswear market not only has international big brands such as adidas and NIKE, but also local veterans such as Li Ning and Anta, and as consumer demand becomes more and more diversified, the industry outlet is also changing.
On the one hand, the return of Generation Z's confidence in domestic products has brought new opportunities for new consumer brands. The "2019 China Consumer Brand Development Report" pointed out that people's desire to buy domestic products is becoming more and more intense, and the recognition of domestic brands after 95 has surpassed that of foreign brands.
With the gradual recognition of domestic products by the Z generation, the brand gene of the violent Lolita naturally "highlights the self and shows the personality", which also satisfies the consumer psychology of the Z generation.
On the other hand, the continuous heating up of the "she economy" has made women's sportswear a new outlet. From the perspective of consumption, with the continuous awakening of women's consciousness, aimei has become the core driving force for women's fitness, and the female group has become the strongest increment in the sports consumer market, and gradually grasped the right to consume.
It can be said that the violent Lori stands at the intersection of "her economy" and the rise of domestic products.
In addition to the timing and location, the rampaging Lori herself also sees the future trend of light sports. The boundaries between sports brands and leisure brands are constantly being broken, and more and more young people are beginning to wear athleisure outfits.
Under such a trend of the times, the rampaging Lori has always been firm in its product positioning - high-quality fashion sportswear, and launched more sportswear that takes into account fitness and daily wear.
In 2016, the rampaging Lori began to launch casual sweatshirts, followed by different styles of sweatshirts every year, and last year also launched a fleece jacket as a supplement to the casual clothing category. Casual sneakers and fitness running shoes were also introduced in 2018. Today, the runaway Lori has covered running, yoga, fitness training, boxing and leisure and other scenes of sports casual clothing.
And this is also the product trend of the entire women's sportswear industry. Although the essence of the product is to meet the needs of consumers, the needs of consumers are also changing. Only brands that truly understand and follow the changes can win the long-term favor of consumers.
With the help of the shareholder wind of "her economy" and the focus and love for Z generation women in the brand's genes, the women's sports fashion trend led by the violent Lolita has affected more and more women.
<h2>Break the marketing of single products and lead the brand to break the circle </h2>
Brand breaking is the core task of the rampaging Lori this year.
Nowadays, the breaking of the circle of new consumer brands often relies not on laying channels and winning traffic, but on differentiating value. Because the core of the brand is product power, only by grasping the needs of users with more segmentation, the product is likely to become a blockbuster.
Lori noticed that working women entering the gym after work had to change into sports bras again. In response to this pain point, the R&D team created the first sports sizeless bra to solve the wear needs of female consumers in multiple scenarios such as fitness, work, and shopping. And this is the main difference between it and the traditional lingerie brands such as Banana and Ubras without size bras.
In this year's 618 pre-sale, the sports sizeless bra has become the Top 1 of the Tmall subdivision category.
Behind the explosive products, it is still verified that the rise path of new consumer brands is to tap the neglected invisible needs, focus on the sub-categories, and in the shopping scenario of high decision-making online, by reducing the cost of consumer decision-making, so as to establish brand recognition.
The makeup track represented by Perfect Diary and Hua Xizi is the same as the light food track represented by every fresh talk and pastoralism. These brands adhere to the idea of "explosive products", on the one hand, with the help of personal IP with the effect of goods, on the other hand, rely on social media planting and grass delivery.
For the runaway Lori, Douyin and Xiaohongshu are the two most important grass channels at present. In addition to the regular KOC and KOL cooperation, stars such as Xu Lu and Spicy Yoko are also raising the popularity of "Runaway Lolita".
But in the long run, this may also lead to the embarrassing situation that brands are facing the embarrassment of "planting grass but not being detonated".
Because the traffic brought by personal IP + social media delivery will eventually reach the bottom. The runaway Lori also realized that it is difficult to achieve a real brand breaking the circle by relying only on short-term traffic dividends to become a "Tao brand" with a certain degree of popularity.
After the brand is recognized by the circle, it is necessary to quickly seize the time window for saturation publicity and use the scarce centralized media to expand the brand advantage, in order to open the best entrance to break through the consumer's mind and become a real public brand.
In March this year, the violent Lolita reached a strategic cooperation with Focus Media, through the exposure of strong media such as elevator advertising, to achieve the breaking of the circle from the "Tao brand" to the public brand, with the help of the iconic line in the advertising film "Lolita who wears the violent walk, it is better than others", conveying to consumers the attitude of female independence and self-confidence, and also showing the differentiated positioning of the brand and quickly establishing brand recognition.
At the same time, before the violent Lolita 618 this year, the official announced a new brand spokesperson - Yu Shuxin, a member of the THE9 women's group, using the "rice circle economy" to attract young female users.
<h2>The following is a partial interview </h2>
<h3>36Kr: Are there any outstanding features and trends in this year's 618 compared to previous years? </h3>
Runaway Lori: The biggest change in Tmall 618 this year is that the pre-sale mind is heavier, which is manifested in more gameplay in the pre-sale stage, and the proportion of pre-sales of goods in the entire sales is also increasing.
Secondly, the overall "sense of festival" of 618 is decreasing. The pre-sale, which was originally scheduled to open at 12:00 p.m. on May 25, was a few hours ahead this year. From the user's point of view, there is no need to keep until 12 o'clock in the evening, and the "atmosphere" of the festival is weakening.
In addition, the Tmall store interface has undergone a great revision, and the proportion of space related to store live broadcasting has increased, and the importance of store live streaming with goods has become more prominent.
<h3>36Kr: How will new consumer brands continue to grow and break the circle in the future? </h3>
Runaway Lori: The continuous growth of single explosive products and the breakthrough of category restrictions are the two "examinations" of new consumer brands. The underlying logic of continuous growth generally follows the principle of "first create a single explosive product, and then use the explosive product to ignite the brand". When the volume and sales volume of explosive products reach a certain level, we will expand other category lines and continue to produce explosive products of different categories.
When the brand is more well known, there are at least three things that need to be done:
Increase brand voice and let more people know your brand;
Get more people to embrace your brand values, not just increase sales;
Product strength and service should be continuously improved
In order to achieve the brand to continue to break the circle, we must do two other things: one is that explosive products must continue to break out, at least half a year to one year; the other is to launch more categories of explosive products.
<h3>36Kr: The rise of new consumer goods in the past two years has changed the original market structure, compared with traditional brands that have been deeply involved in the industry for many years, what do new consumer brands rely on to quickly establish brand recognition barriers in the short term? What is acceptable to consumers? </h3>
Runaway Lori: Still have to rely on differentiated explosives to drive brand recognition. The sports sizeless bra of Lori is also following this rising path, and most of the sizeless bras on the market are only suitable for women's daily wear, and cannot be used as fitness and outfits to meet the needs of light sports.
We have noticed that working women enter the gym after work and have to change into sports bras again. In response to this pain point, Lori created a sports sizeless bra to achieve seamless switching of multiple wearing scenes. This means that you can match a small suit on the outside of the sports sizeless bra to meet the daily workplace wear, and you can directly take off the suit after work, without changing into a special sports bra.
Needs will not be invented, they will only be discovered. As long as you grasp the more segmented needs of users, each product may become a hit. That's why sports sizeless bras can be blockbusters.
Only by discovering the demand and doing a good job in the product can we have the possibility of creating explosive products. No matter how brilliant the marketing is and how fine the operation, the product strength is still the primary factor.
<h3>36Kr: What are the medium- and long-term goals and future directions of the runaway Lolita brand? </h3>
Lori: We have a "three-step" ten-year strategy: the first stage, taking advantage of e-commerce, strive for network sales first; the second stage, focus on brand upgrading, and strive to become a national brand; the third stage, committed to advanced manufacturing, and strive to achieve international quality. We are already making some modest progress in the first phase and are moving towards the second phase.
In the second stage, we mainly focus on three aspects:
New media: content dissemination and infiltration on social platforms such as Xiaohongshu and Douyin;
New Media: Through strategic cooperation with Focus Media, obtain offline strong media exposure;
New endorsement: The official announcement of the new brand spokesperson - Yu Shuxin, detonated the brand voice.
In the second stage of the future, we will continue to upgrade our brand through offline experience stores, IP co-branding and fashion catwalks, and strive to become a new domestic product in the true sense.
<h3>36Kr: What kind of users did Lori's sports sizeless bra hit? Why are you optimistic about this track? </h3>
Lori: We see the future trend of light sports. The boundaries between sports brands and casual brands are becoming more and more blurred, and more and more young people are beginning to wear athleisure outfits on the street, so the seamless switching of wearing scenes is the advantage of Lori on the sports bra track.
<h3>36Kr: What is the overall situation of the upstream and downstream of the production line and supply chain at present? </h3>
Lori: We have established long-term cooperation with upstream suppliers, and have a strategic cooperation with the American fabric company "Laika" for 4 years, and the factory that cooperates with Lululemon has also established a cooperative relationship.
At present, it has formed a full-link closed loop of "design - research and development - supply chain production - marketing - brand", and began the fine management of the supply chain in 2018:
Establish a supply chain scoring system, including dimensions such as price, quality, delivery time, and production capacity;
Build an automatic order receiving system and dispatch system in the supply chain;
Open the shared factory mode, provide equipment and manage SOPs for the factory, and the process from order to R&D to production can improve efficiency;
Opened the hosting mode, entrusted a large amount of goods to large suppliers, and has cooperated with international brands and core supply chains.