A Men'S Wear Red Shop Is Learning The Business Of Women'S Clothing.

There is no shortage of "packaged" shipments in the red net, such as the early Choi Choi little pepper sisters, or the net red couples of Zhao Da Xi and Zhao Yan, or the family's "debut" paternity red man form. But there are few male red men combinations of the three brothers.

At present, the four crown of men's wear red shop MPstudios original Men's wear (hereinafter referred to as MP), double 11 turnover last year nearly 3 million yuan, this year set the sales target is 100 million yuan. Micro-blog's three fans add up to about 420 thousand, big brother Zhou Qiulin told reporters that the recent surge in shop fans has reached 387 thousand from the original 29 weeks, and 410 thousand fans have been released as of that day. Qiu Sen's judgment may be related to the new videos uploaded by the store. " Women's wear We do more, but men wear very few people. "

A men's wear red shop is learning the business of women's clothing. In fact, the neutral breeze brought by Korean wave has already opened up the consumption boundary between the male and female after 90 and 00.

　 After being shut up

The name is Qiu Sen, Qiu Lin, Qiu mu, is the mother's idea, brother Qiu Sen 90 years, Akiki is 93 years. Speaking of division of labor, the three men said they were all mixed up. In fact, at present, the younger brother retire behind the scenes. brand And the elder brother is a model and design director, and his younger brother is a model. Although headhunting companies have taken a fancy to them, they are very cautious about capital. The principle is that they do not know what they do not know before, and that they are willing to do business from management to supply chain. The next plan is to build factories themselves.

In 2013, Qiu Lin, a graduate of design major, and Qiu Sen, who worked in a fashion fashion company at the time, spent about 200000 yuan on the accumulated money and monthly wages of early online games, and began selling original designs on Taobao. Later, his brother Qiu Mu joined in. Relying on Junlang's appearance, three people have accumulated fans on blogs and photo social networking sites Instagram. In 2014, the two brothers had a very perfect dating show, which was packaged as "the most handsome three brothers in Shenzhen".

Speaking of the title, three people laughed. "This is a point that we have an advantage over. I may not be attractive enough for one person, but three people are different." Said the big brother.

At the beginning, materials, drawings, factories and boards were produced, with an average output of 20 pieces per unit. However, the dream of original design quickly swallowed up in the market environment at that time. After a year, they began to pick and collect goods from the market, transforming the fashion of "fast fashion". However, because of the infringement problem, it was once complained that the shop was closed for 504 hours. "At that time, we spent the whole night three people went to the Internet bar to reopen a shop, which is now the shop." Fortunately, in the past, the word "MP original" has been added to the brand. Although the shop has been shut down, it has formed its own unique keywords. The team has drained customers to the new store by automatically answering the message.

After being sealed, a large number of fans left a message in Wangwang, saying they could not find the shop, and originally 140 thousand fans were rushed into the new store. However, it turned out to be a blessing in disguise. Despite the loss of some fans, the three brothers saw another group of highly viscous fans, and a large proportion of them were women.

　 Follow men's clothing to sell men's clothing.

"Actually, I didn't feel red. Maybe it's because we always refer to men's clothing instead of men's clothing."

Indeed, the volume of the red shop on Taobao's women's clothing net is far more than that of the men's net red. Zhou Qiulin, the big brother with a neutral appearance, is more active than his younger brothers. He is also the model of the shop at present. He told reporters that compared to the man net red, they were the red shop of the ladies' net.

The last time a fan was soaring, after recording a 2 minute video, he recorded the clothing of the big brother Qiu sen in the morning at Jeju Island hotel in South Korea. Qiu said that double 11 and double 12 will continue to adopt the video starter. In the future, they are also preparing to make micro films, which are more like girls' appointments, standing in the subway station with a Korean coat and so on, which can arouse buyers' curiosity about products. The video shooting process in Jeju Island was also broadcast live, with about 10 thousand fans watching online.

"We have always studied women's clothing in the light of the standard of women's clothing, hoping to improve the space with the size of women's clothing so that they didn't feel that their fans were soaring at that time." however, the three brothers suddenly discovered their own style and realized the concern of the market for their own shops.

MP fans have many female fans, accounting for 4 of the total, and the activity is very high. Buyers often appear female fans in the show. The three brothers are concerned that many women's clothes are playing with micro scouring, so when many men's clothes haven't started playing, they will update them as a platform for recording their lives. The contents include new preview, gift presentation and daily life records. For example, three people send a self timer, message "you send yourself, I pick clothes for you", or send a hand, say, "raise your hands" and other relatively simple content of the route, but at the same time maintain a certain frequency, trigger UGC, through observation, most of the responses are female fans.

In 2014, Qiu Sen began to try to make his wife take some upper body pictures to female users, and the result was obvious. "Because the fans circle of women's clothing is very fast", the product line can not be differentiated from the corresponding expansion of the supply chain.

For the 90s after personality pursuit, the gender boundary is blurred, and the neutral wind is popular. When the boys pursue beauty, girls find themselves able to manage their clothes when they pick their clothes for their boyfriends, so they give birth to the "boyfriend money" of women's clothing and even the bold attempt of men and women alike. The Korean wave, which has grown up with them, pushed this aesthetic to the extreme. The shape and loose "Euro Ba" dressing is not only confined to boys, but also the choice of girls who pursue individuality and independence.

"Because the Korean wave is dominated by leisure sports, this kind of clothing is not at all between men and women, because clothes are very large," explained Qiu. The "red man effect" has taken the Korean wave "to the ground". A set of identical or similar red riding suits can satisfy the "star catching" mentality and conforms to the trend demand. And in the size code of clothing, boys can also wear small code girls.

Relative unit price, the price of 200 yuan or so is relatively high, fans will often buy a complete set, Qiu Sen attributed it to visual collocation. "If you buy and wear everyday, it will feel better." At present, there are new 2~3 times a month, and every time the new capital is accompanied by a large number of fans' messages. "After 90, there is a feature, including us. Most people live in the present. I like this stuff. I must buy it." the three brothers analyzed the consumption psychology after 90 or even 00, and regarded vision and collocation as the first condition to attract fans.

Set a small target first, with sales of 1 hundred million.

In the interview, Qiu Sen and Qiu Lin always complement each other, while his brother Qiu Mu listened carefully and occasionally inserted his own views. Qiu Sen said, "our three brothers are complementary in character. Qiu Lin has a very urgent character and strong executive ability. I am more careful. I can detect missing posts. My brother is the youngest but very patient and listens to us."

Despite complementarity, there are still arguments. During the interview, Qiu Lin laughed and said that he wanted to break the news. When the live broadcast in Jeju Island, Qiu Sen stopped halfway, and Qiu Lin hoped that he could continue and do some corresponding advertising implants.

Previously, the company was seen by headhunting companies, but the three chose to refuse. Qiu said that he did not understand very well. "At present, there is no such idea. I wonder if it will happen later." Qiu Lin added that a team needs to grow bigger than a few people.

With the growth of the team, the company has about 20 people, and has established cooperation with more than 10 factories. Faced with the pressure of product profit, operation and management, supply chain production, talent recruitment, marketing and so on, three people who do not have a clear division of labor often need to do their best.

Last year's double 11, the team lasted 20 days, and the store turnover was nearly 3 million yuan. "My brothers and I said that this year we will give ourselves a small target and try to break through a total turnover of one hundred million yuan." Qiu said that the daily turnover is 20~30 million yuan. Qiu Lin expressed concern about the risks associated with high turnover.

Supply chain is always a big challenge for net red. Qiu said that next year, three people plan to set up their own factories and carry out their businesses in order to ensure the quality and requirements of clothing. "We now have funds and costs to do this kind of thing."