"Shirt" State Romance: Growing "Worry" Band Aids

Among young people in Shanghai,

As the first batch of operations in China

Turn left and turn right?

At the beginning of the business, Ren Liu's idea was very simple: "to survive with individuality, and to provide a cheap and cheap T-shirt for people who pursue fashion and fashion".

Ren Liu has made many attempts for this almost ideal entrepreneurial motivation.

He insisted on having his own design team, his own processing factory, and his products directly entering his own franchise store for sale. "In this way, we should try our best to achieve maximum autonomy" in every link. Therefore, Ren Liu dares to guarantee that he has maintained the characteristics of being personalized and cheap for 8 years.

At the beginning of the business, the average T-shirt was 68 yuan, and now he still keeps the basic price of 68 yuan.

After 9 years of entrepreneurship, most of the product's price level is maintained at around 100 yuan.

On the other hand, Ren Liu has been trying to maintain a low "crash rate", and there has been a record of selling more than 20 pieces of pattern.

At one time, the sales volume of a pattern was controlled by about 400 pieces, except for the classic pattern, and the rest sold only a certain quantity.

Because of the insistence of price, quality and scarcity, the reputation of the romance of the shirt Kingdom has spread rapidly through the young tide, and many stars have become fans of the performing arts.

Xu Jinglei once ran to the shirt Kingdom and bought more than 20 T-shirts in one breath.

But Ren Liu found that the stars were getting less and less. "Some editions are too good to sell. Sales have gone up, and the rate of bump shirts has been greatly improved.

Ren Liu found the paradox of his own business model. "Low price, good quality, high product cost, and then controlling sales scale make it difficult to guarantee a reasonable profit."

There are two ways in front of him: to insist on individuation like Jiangnan cloth, continue to lock in niche market, raise the price of products, ensure higher profits, or continue to increase volume and win by scale.

To the left or to the right, Ren Liu has been in a dilemma.

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Readjustment, adjustment and readjustment

Unwilling to violate the original intention of the brand creation, Ren Liu chose to concentrate on the existing basis.

In terms of quality, the shirt country continues to add new materials and new technologies to make clothes better.

But in terms of price, we still maintain a consistent standard.

The target consumers of the shirt country were 25 to 35 years old, who liked fashion and personality.

Ren Liu said that in order to meet the needs of this part of consumers, we must continue to attract them in style and style.

In the original basic style, the shirt country began to expand the category of T-shirt, from the most basic short sleeves to long sleeves, the trend sweater, also launched its own POLO shirt.

He also noted the aesthetic changes of young consumers: three or four years ago, they used more ethnic patterns, when young people aged 20 or above had nostalgia.

But this set did not work well for the post-90s, and so did the evolution of the shirt kingdom.

Ren Liu also observed through observation that some elderly consumers who are very old and valued for quality are buying the romance of the shirt country. This is something that makes him laugh and cry.

In order to ensure the personalization of the brand, he also had to do some control on color, size and clothing pattern. "For example, some patterns are only self-made editions, and the largest size is only L."

Because of the strong control over the production process, stable design level and immediate strain speed are also the secret weapons to maintain individualization.

During the 2008 Olympic Games, a series of T-shirts were designed for the Olympic Games, which has been continuously sold.

Tiger tiger T-shirt developed in 2009 has taken 50 thousand pieces.

Some unexpected incidents also brought them opportunities, such as Jackson's sudden death. The night after the incident, we specially designed the commemorative T-shirt on the market.

Ren Liu analysis, in the industry, "fashion is all made in advance", "often spring has already ordered the autumn goods, can be like them so timely strain, instantly capture the trend of not much."

Ren Liu believes that the continued adjustment of the product chain guarantees the continued growth of the shirt kingdom.

In the first few years, the growth rate was maintained at around 50%. In the 2009 economic crisis, the jersey of the shirt country still maintained a 33% performance growth.

Nevertheless, adjustment is still the theme of the future.

According to Ren Liu, it is possible for the shirt country to develop its subsidiary brand, adhere to the niche and personalized route, and the price of the subsidiary brand will be adjusted upwards.

Ren Liu said that every year he would go around the world to search for inspiration, and recently went to Japan to buy a large pile of T-shirts to study.

"There are a lot of well designed brands in Japan, and the scale of stores is not big, perhaps the future of the shirt country."

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Band aid INSIGHT

Scale and personality trade-offs

China's existing individualized consumer groups are still growing, not as good as Europe.

The only thing to be thankful is that the consumer base willing to pay a high price for personalized design products is growing.

But cultivating consumers is bound to be a slow gradual process. In the process of nurturing the market, there must be some people who are part of the brand.

How to properly control the scale and stick to the individualized road may be the key to the success or failure of these entrepreneurs.

In Shanghai, Chai Xuguang, senior vice president of marketing and consulting organization of Lian Zhi Da, it seems that there are two obvious flaws in the business model of the individual T-shirt entrepreneurs. First, personality and scale are the subjects that need to be weighed forever. Secondly, the management efficiency of the franchisee needs to be improved, and the profitability of the franchise system needs to be improved.

Chai Xuguang has two suggestions for the future of the business of Jersey: first, increase the price of products, focus on the small crowd, and ensure that the individual and scarce products can get enough single profit.

To achieve this change, entrepreneurs also need to make a series of adjustments in market positioning, product design, production, materials, workmanship, storefront design and shop location, and intellectual property protection.

At the same time, we need to do a lot of work to reduce the cost of obtaining orders, to enlarge the effective dissemination of minority groups by means of modern information technology, and finally to make ourselves a small business with high profitability.

The two is to make products design or creativity scale or replicate in various ways to ensure the high quality and large quantity of product design or creativity.

To achieve this change, we need to form a complete set of product development models, which may be innovation, perhaps integration, or both.

Now it seems that entrepreneurs have very good resources for creative people, but how to form resources integration in the sense of industrial chain will decide how far they can go and how far they can go.