In December 1St, The Fast Growing Pace Of Slow Growth

Since the first fashion show of Shanghai fashion week in October,

In succession, a series of warm marketing cards were launched. Finally, in December 1st, the brand of cotton and flax children, which advocated "growing up slowly", was formally launched on Tmall, and welcomed its own era.

"Our age is the slow growth of children."

Lin Chi, the executive director of the Hui Mei Group and founder of Inman children's clothing, said that in the current social life, children and adults are living in the rush. It seems that fast / efficient / busy / convenient has become their most basic and most natural living condition.

"We should slow down and follow the child's nature and grow up slowly."

But how to interpret slow growth under fast pacing? Lin Lin, founder of Inman's children's wear brand, has given such an answer.

Let good products become the first barrier to care for children's slow growth.

The first step in slow growth is to take care of the real world of children with the most sincere heart.

Lin said that the basic care for children's clothing is to ensure the safety and quality of materials.

In addition, Yin man's children's clothing continues the properties of "cotton and flax artists". Most of the products are made of cotton and hemp, which ensure the comfort and skin feeling of the clothes.

"We have been looking for the best quality materials to ensure that every product is responsible for every word and word we speak."

Introduction to the design director of enman children's clothing, they are ready enough.

The product of the force, and all the design and development of the product, revolves around the principle of "simplicity, comfort and elegance", hoping to give children more care and protect their authenticity.

"We are willing to accept the test of consumers, and we will unconditionally adopt any suggestions and suggestions for good products."

Besides, the emotional attributes of products are more intense.

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"We hope that children can feel the pure love of their parents through their clothes."

Lin said that children's wear is actually a kind of communication between parents and children, which is a medium for their communication. In every family, every dress is hidden behind moving stories.

"We are going to dig out the stories behind us so that we can see the love of Chinese parents and children."

So, Lin and her team, after 7 years of interviews, interviewed hundreds of mothers, understood their way of getting along with their children, knew their secrets and touched them, and found details of their needs for clothes in their life details, and incorporated the information into the design and production of clothes.

This December 1st opening ceremony, part of the product introduced by Inman children's clothing is the interpretation of these stories. In addition, Inman's children's clothing also put forward the appeal of "following the children's rhythm and seeing the world together", hoping to encourage parents to participate in their children's lives and follow their natural instincts and follow their way and rhythm together to "grow up slowly".

Let "thanks, no" achievement "at the beginning, be different" slow growth!

Slow growth is a process for children to see the world in their children's clothes. This process is different from adults, showing a completely different world from the unique perspective of children.

Taking this as a starting point, Yin man's children's clothing has launched a wave of thanks for different brand interaction activities.

On the online communication chain, the brand video, visual posters and interactive activities are launched. Parents are urged to pay close attention to and grow up with their children, and to perceive the world of their children with quality companionship and to see their children's life philosophy.

On the day of the campaign, more than a million pages of reading and more than one hundred thousand of the mothers' high-frequency interaction were obtained.

Lin Qi, the founder of the brand, also said that Yin man's children's clothing should not just be a garment, but also a culture, a parent-child culture of parents and children, and a childlike innocence culture in the world.

"We want to protect the purest side of our children with our parents. This is the essence of our slow growth."

It is understood that their cultural journey has not ended.

December 1st children's dress

On the day of the opening ceremony, Yin man's children's clothing will continue the sweetness of "slow growth", and send a letter of invitation to parents to the mothers to provide them with the warm package of their parents and the world package of family happiness, so that they can watch the world together with their children's rhythm.

Slow growth is not a matter of one person, but a group of people.

However, as an Internet clothing brand, it is difficult for the children to wear away from the Internet. Consumers can hardly even feel down to feel the deep meaning of culture and products. So, how can the children's clothing of Yin men practice the brand concept?

"Three words: circle."

The responsible person explained that slow growth is not a matter of a single person, but a group of people. Therefore, in order to achieve the concept of "slow growth", Yin man needs to pull together with consumers to create a mother circle supporting the concept of slow growth.

It is understood that Yin man children's clothing will be based on 7 years of Yin man accumulated millions of stable source of tourists as the basis for selection and deep excavation, the development of the Yin man children's viscosity customers.

At present, the number of brands locked has reached one million, and this group will gather on the day of the opening of Tmall's flagship store in December 1st.

"In fact, it's not a fan circle of a brand operation, but a free circle for a fan to operate spontaneously."

The head of the brand Department of enman children's clothing believes that the whole nation has entered a fan economy era, but Yin man's children's clothing should be innovative fans culture, so that fans can become brand partners, rather than the brand's vassal.