Urban Beauty: "New" Way Of Underwear Development

"Even if a product is very good, the customer will place an order, and the company will not accept all the orders. It may only produce 50%~60% of the products. When the market feedback is good, the company quickly converts raw materials into products, and converts orders into raw materials to quickly meet the needs of consumers. From the supply of raw materials to the design, production, logistics and distribution plan, the time is shortened to the minimum. ”Zheng Yaonan explains his concept of fast fashion in this way.

In just one year, the number of stores has increased from 2700 in 2010 to nearly 4000, and the marketing network has covered 31 provinces, regions and cities except Hong Kong and Macao; With nearly 10 million members... if we use numbers to show the strength of an underwear brand, then Metropolitan Beauty has firmly rooted in the domestic market and won the hearts of the people.

At the beginning of April, Urban beauty The successful signing of Lin Zhiling as the brand image spokesperson may seem like a gimmick to the outside world, but in the opinion of Zheng Yaonan, the chairman of Metropolitan Beauty Company, Lin Zhiling's excellent qualities such as health and dedication are very consistent with the development process of Metropolitan Beauty, "Metropolitan Beauty has grown from a small store to today, without much background and resources, and has gone through a hard struggle. The characteristics of Lin Zhiling are very suitable for the brand positioning of Metropolitan Beauty, which has laid an important foundation for our development strategy in the next five years and provided a good impetus." She really participated in the design of underwear, It can be said that Lin Zhiling responded to this favor. She said that comfortable and beautiful underwear, as women's intimate clothing, can make people more confident and more attractive, while the concept of "fast fashion" of urban beauty moved her, triggered her design inspiration, and the interpretation of fashion was shown in underwear. If the brand image is used to express the strength of an underwear brand, then the urban beauty wears "fast fashion" Chinese clothing "show" a distinctive style.

　　 "New" is everywhere

At the brand launch, Metropolitan Beauty launched the slogan of "new underwear, new you". Zheng Yaonan explained: "On the one hand, the new brand image, whether it is product structure, product positioning, or LOGO, advertising films, has all been upgraded. On the other hand, there are new stores and new shopping experiences. If the former urban beauty is described as "little jasper", then we hope it will become a "lady of all families", so the company will integrate more fashionable, warm and comfortable feelings into the store shopping experience, involving store decoration, humanistic service, staff quality and other aspects. Of course, the core and key thing is that the management of the company should have new ideas. "

Zheng Yaonan's strong pursuit of "new" meaning is also reflected in product design. In his opinion, no matter how excellent a designer is, he can't get rid of his own inherent design style and the bottleneck arising from it. Therefore, the product design mode of urban beauty consists of three types: first, independent creativity and independent research and development; The second is the buyer. The company cooperates with world-famous designer studios to absorb good product ideas, and on this basis, it conducts secondary research and development to develop products that meet the needs of the local market; The third is to establish a designer alliance. For example, the company often interacts with designers in Tokyo, Seoul and other places to seek product design concepts and new elements suitable for brand positioning and integrate them into the development of new products of urban beauty. On the basis of this model, the designers of the company also need to go deep into the market, understand consumer demand, and put all the information together to develop new products that not only meet the company's product positioning, but also capture the fashion elements. {page_break}

　　 To be "fast" or "bright"

Talking about "leading the public" Underwear The positioning of "the first brand of fast fashion" was introduced by Zheng Yaonan: "There are two meanings here. Through years of understanding of the market terminal, we found that consumers' demand for underwear has changed from the former pursuit of function and comfort to both fashion and beauty. In the slow transformation process, we realized what the brand underwear needs to do, so we launched the "fast fashion" positioning. Moreover, the positioning of "fast fashion" by urban beauty is not only to highlight the word "fast", but also to hope that the products designed by us will become the highlights in the wardrobe of female consumers. "

In Zheng Yaonan's opinion, fashion will soon become obsolete, and fashion is changing constantly. Now consumers can quickly understand fashion trends and fashion elements through various channels, and this rapid capture has brought great pressure to brand enterprises. The irresistible trend has brought great tasks to the enterprises that make fashion clothing brands. At the same time, for the clothing industry, it was previously said that the life cycle of a product has two seasons, but now it may only be one month. There are 12 months in a year. Maybe every month is a new trend and new fashion. Therefore, if the brand cannot grasp the connection rhythm between fashion and the whole supply chain, it is easy to have problems.

How to understand from a deeper level“ Fast fashion ”? Zheng Yaonan said, "Even if a product is very good, the customer will place an order, and the company will not accept all the orders. It may only produce 50%~60% of the products. When the market feedback is good, the company quickly converts raw materials into products, and converts orders into raw materials, so as to quickly meet the needs of consumers. From the supply of raw materials to the design, production, logistics and distribution plan, the time is shortened to the minimum. If the product is unsalable, the company needs to understand the defect of the product at the first time. Designers and operators will find out the problem as soon as possible, adjust quickly, launch a new series or change the product function. The purpose of this is not to turn a large number of products into stock, but to conduct overall management as an inventory supply chain. To put it simply, we ensure that everything put on the market is salable through 'fast', and quickly adjust the order for those that are not, so as to form a true overall concept of 'fast fashion'. "

　　 Formulate "White Land Strategy"

From a small underwear workshop to nearly 4000 stores, urban beauty has gone through more than ten years. No matter how changeable the export market is, and how bloody the domestic market is, the footprint of urban beauty is still more and more clear. It is difficult to fight the world, and even harder to protect it. Speaking of the secret of winning the market, Zheng Yaonan told the reporter: "I once heard an expert say that there are three levels of winning the market - first, to meet market demand; second, to lead market demand; third, to create market demand. I think every stage has its own characteristics. For example, meeting the market demand is what most brands try to do, leading the market demand is what some leading enterprises in the industry can do, and creating market demand is what enterprises like Apple do. "

In 2002, Metropolitan Beauty established a "one-stop" clothing store, which successfully created consumer demand in that year. At that time, consumers needed to look for different stores and brands when buying intimate clothes. Metropolitan Beauty took underwear, underpants, socks, pajamas, warmth, home and other eight categories as the store's eight product series, providing consumers with a "one-stop" shopping experience. At the same time, the company has created four major brands, including the "urban colorful style" of the girl series, the "urban silk language" of the classic series, the mainstream product "urban beauty" and the men's product "urban fashion", to create the overall needs of consumers. Zheng Yaonan said, "We call the creation of demand a 'white land strategy' and strive to explore new market space. At the same time, we also realize that the exploration of new market space cannot be static, so that white land will become a blue ocean, and the blue ocean will become a red ocean, thus falling into vicious competition."

It is with the support of "white land strategy" that Zheng Yaonan constantly plans and adjusts the development track of the urban beauty brand in the next 5 to 10 years. Without too many heroic words, he briefly answered the reporter's question about the development vision of implementing specific figures: "In 2012, I hope to expand the number of stores to 4800, and the performance of individual stores will be 20% higher than last year."