Regardless of marketing or hype, Cang jing empty sell underwear effect is far beyond the expected

Regardless of marketing or hype, Cang jing empty selling underwear effect is far more than expected, partners and operators of the hands of Xian-yi Dai Company also successfully high-end underwear brand Spakeys (18) to the market. While the sexy economy still has policy high-tension lines, it has shown a huge market.

Star Cross Boundary

Stars and artists are not new, but they are investing in real estate or catering in the early days, and these two years are starting to explore the effects of individual brands.

In the personal brand of artists, Edison Chen is an earlier, the creation of the tide licensing clot has opened a number of branches, this year through with the domestic trend of electricity yoho! with goods to cover more mainland market. And Eason Chan's wife Xu Hao's early launch of personal brand OMG, KU also transformed the designer in Hong Kong Open shop.

Super Girl draft Shang, will also become the identity of the "Boss", the United Electric Business website launched its own brand suitcase and headphones. With the entertainment industry people say, after all, the entertainer to eat young rice, no endorsement of business performance is difficult to maintain income, with a fan economy to make a personal brand is a good choice.

But in the human bearing very high, the quite disputed Cang Aoi body, makes the personal brand to have the risk. According to the "First financial daily" report, Cang Jing and underwear foundry Fang Xian Yi Dai First Contact when very disturbed, afraid will be the product to "vulgar", after six months of communication finally reached cooperation.

Soon Cang Jing Empty also turned into a "designer", in the workshop for sewing and drawing sketches, and looking for reference materials with the designer to discuss. She says the product is inspired by black swans, mysterious and graceful, and not so far away. Fabric comfort. "I want to design healthy and beautiful underwear. ”

May 19, Cang Jing Air on the micro-blog on the external disclosure will be launched "G-self" empty series of underwear brand, rapid attention and forwarding, the current microblogging has been forwarded 27,431, comments reached 11,664. Although has already decided to sell through the social electric business, Cang Jing empty or sell Meng to Lei and New Wengwen Consult, set off a new round of fan discussion upsurge.

The next 1000 experience places, and 5 hours 28 points within the limited sales of 528 sets of underwear, have been successfully robbed of empty. Up to 1288 yuan per set of underwear prices, as well as the image of the identity of the design of Cang Jing, have been the market affirmation.

Even data research says that girls do not reject the products of Cang Jing empty, but feel very inspirational. The male fans of Cang Jing, many of them have started to buy lingerie for their girlfriends or wives, and begin to pay for the sexy economy.

Cang Jing Empty in the underwear brand into the launch of the cat is happy, she said very lucky to participate in the underwear design process, and for the final appearance of the product is very satisfied, although temporarily will not consider jewelry, beauty products design, but will probably consider the design of men's underwear.

40% Male Buyers

Cang Jing Air and Xian Yi Dai Cooperation Spakeys series process, there is a set of interesting data: More than 40% of the buyers are male.

According to Spakeys brand leader Ding revealed that the first time in Sina (39.71, 0.68, 1.74%) microblogging promotion, the discovery of male buyers reached 40%. Of course this promotion is mainly aimed at spakeys and Cang well empty cooperation "empty series", which obviously and Cang Jing empty Weibo fans, male consumers active is very normal phenomenon.

But August Cang jing empty series and Spakeys into the day cat, the entire Spakeys brand also shows the trend of male buying. According to the cat's August sales figures, the number of Spakeys visitors known this month accounted for 36% of men, compared with 42% of women. On the deal buyer's data, men accounted for 56%, while women were 44%.

The data also showed that the proportion of buyers in Zhejiang province reached 22.3%, followed by 11.5% in Jiangsu province. In terms of age, the buyer, aged 25-29, is an absolute force, occupying 26.3%, followed by a 30-39-year-old population, occupying 22.71%.

Xian Yi Dai has long been engaged in the underwear industry, from the foreign brands to the development of their own brand has been 7 years of time. According to previous sales figures, 99% of women's underwear buyers are female consumers, although there are very few men, Mr. Ding said.

"It was a very unexpected harvest. "Mr Ding admits that male buying trends mean that men begin to pay attention to pure female consumer goods, not only to increase the focus of consumer groups, but also to the brand emotional transmission."

Prior to the introduction of Cang Jing empty brand underwear, there are a lot of male fan message to launch the men's series, although Cang Jing Air in the meeting of the cat to keep this possibility, but Spakeys brand in the operation will be faster to achieve male users this demand.

Mr. Ding said that before the empty series and Spakeys do sales activities have the men's underwear as a gift, according to sales data feedback, will soon launch the men's products. This product not only for the male consumer groups, but also hope that through the purchase of female consumers to express love.

Some analysts believe that this is an important trend of sexy economic development, male and female consumers have been involved in a number of areas, such as in the interest of goods, the original consumer to male users, and according to the data of the market, the whole industry female consumers are close to 50%, sexy economic emotional demand is heating up.

Behind the Scenes

Before the Star brand, the most headache is the back-end supply chain problem, especially turnover inventory, even if the success of such a successful attract a large number of fans of the clothing brand, will encounter difficulties. But the development of the electric business and the internet, let the star cross the boundary to become easier, they often only use responsible for the creativity and the promotion, the back end gives the partner to complete.

In contrast to other stars ' deep involvement in personal branding, Cang Jing Empty This cross-border role is more just "creative director", behind the scenes is a Guangdong traditional company of the Xian Dai, the company has helped the European top brand foundry, with "Xian Yi dai" and "Fairy appropriate Dai" and other midrange and popular brands, Spakeys is its attempt at a high-end brand of light luxury.

Ding said that the Yi Xian Dai into the field of light luxury, the first is because the current Chinese market this part of the brand almost blank, most of the strength of the manufacturers are doing in low-end brands, the second is the underwear field of Chinese designer brand very few, and this is the future trend of development.

How to let a brand quickly get attention, and representative of the economy of the blue well empty bundle is a good marketing.

However, including the empty series of Spakeys underwear pricing is very expensive, more than thousand yuan. Mr. Ding's explanation for this is that Spakeys series underwear are all made of silk fabrics, many complex decorative patterns are done manually, while the same kind of foreign high-end brands are often priced at more than 3000 yuan. "We are not fast fashion, each product is fastidious excellence." ”

But this is not a mass market after all, although the previous term buying strategy to get hot, but follow-up consumers are still willing to accept such high-priced underwear, remains unknown. Mr Ding said the Spakeys series was meant to emphasize brands rather than sales, at least for now, from brand feedback.

"Spakeys is still in the early stage, still in the process of groping, from the whole company brand project input-output ratio, indeed has not reached the profit point." Mr Ding says Spakeys wants to be more influential, gradually broadening and extending some value, and then doing it on a massive scale.

From the adoption of hunger marketing restrictions to buy in the days of the cat shop, Mr. Ding said the empty series and Spakeys series abundant supply. Next in addition to Cang Jing empty, Spakeys also plans to invite more stars and designers to cooperate, and consider into the offline storefront.

But at present, the most important thing for Spakeys is to digest the attention and resources that the prophase marketing brings.

"May Test water August official Sky cat, whether it is the focus or funding cooperation are more and more, let us in the channel capacity enhancement, and this influence on the internal also form a positive pull, regardless of management level, research and development or all aspects have to promote." Mr. Fang said that the next step would be to convert these resources effectively to avoid a momentary halo effect.

The bottleneck of high-end underwear

Although Cang Jing empty and Spakeys get good opening, but the policy red line still exists, this will be the next operation of Xian Yi Dai need to face some problems.

such as "Cang jing Empty" These three words, whether in Taobao or cat on the day are sensitive words, it is difficult to match the search for the corresponding goods, which for the Spakeys brand in the days of the cat opened the flagship store of Xian-yi Dai, a large number of independent sources of traffic, will have an impact on sales.

Another Xian-yi Dai Faced with the problem is that, because the early promotion did not do obvious partition, consumers mistakenly think Cang Jing empty underwear brand is Spakeys, this for the future Spakeys continue to develop or invite other designers, how many will appear some brand confusion, And when fans realised that Spakeys other series were not from the empty hole, would they still be willing to pay?

This is also the economic limitations of fans. When CEO Guoqing said he was not optimistic about the fan economy, he thought that although the Star fan group is very large, but for the consumer market is still a very small part of the need to do the brand to serve a broader consumer groups, in order to have more rapid development.

Mr Ding believes that the core of the fan economy is how to serve consumers, that is, through the star effect to promote publicity, through quality and service to retain consumers, star fans into brand fans, especially for consumers to participate in product upgrades, in order to form a fan economy.

This pressure for Spakeys is how to launch a better product and design. In addition to the "Good idea", Mr. Ding admits another pressure comes from technology and technology: the silk material and manual embroidery technology in the underwear industry, many manufacturers and workers have not contacted, so the production speed is relatively slow, relatively difficult to large-scale production.

For the good news is that the underwear industry and clothing industry is not the same, the elimination rate is not particularly high.

Take the civilian route of underwear brand City beauty CIO Sha once said that the usual sales cycle of underwear will not be less than 6 months, in this period the manufacturers have a lot of time to do product promotion. can also be raw materials and stock of the time segment, and then according to market sales and user feedback to adjust the supply chain.

Mr. Ding said, because the early Spakeys and empty series are through the Internet sales, accumulated a lot of data, according to these data, Spakeys has been to the target users have a very good portrait: one or two-line city, 25-30-year-old majority, the higher education level, How to retain and service these users is now the most urgent problem to solve.