×How did the founder of "I can't find clothes I like" make a women's clothing brand with an annual income of 8 billion?

In the fiercely competitive Chinese apparel industry, a local brand has continued to lead the mid-to-high-end women's clothing track for nearly 20 years:

Founded in:2004yearsMO&Co.subjectionEPOFashion group, not only became annual salesnear80hundred millionThe head brand has successfully incubated a high-end lineEdition, children's clothing lineLittle MO&Co.MakeupRECand menswearCommon Genderto build a brand matrix covering the whole life cycle of urban elites.

from2004At the beginning of its establishment, it bet on the "difficult but correct" mid-to-high-end track at that time, and now it has become a frequent visitor to the women's clothing list on various platforms.MO&Co.'s countercyclical growth is no accident.

And the starting point of all this is the simple complaint of the founder Jin Ni:"I can't find clothes I like".

In the context of general pressure on the industry,MO&Co.How exactly does sustained growth work? What kind of wisdom is hidden behind its "cool girl" business philosophy?

(Source: Internet.)）

Brand Evolution

1.Positioning breakthrough of anti-routine (2004-2010）

21years ago2004years, if you say you want to set up one in the countryMid-to-high-end women's clothing brand, the vast majority of people will unanimously reply: "Are you crazy?" ”

Indeed, in the domestic clothing market at that time, most domestic clothing companies were still in"Low-price wholesale, mark-up retail"In the reckless era, it was the consensus of the vast majority of clothing bosses at that time to seize the market share.

And from the consumer's mental point of view,20Many years ago, in the domestic clothing market, the vast majority of consumers were still in pursuitPractical and easy to wear, cost-effectiveof the stage. Therefore, the vast majority of brands will enter the mainstream for the sake of safety and market shareMedium and low price band market。

And at this time,MO&Co.Founder Jin Ni chosenHardMode: Targeting the mid-to-high-end blank market (pricing500-2000Yuan), to"Better quality than fast fashion, more friendly than luxury"'s differentiated card slots are openedMO&Co.The road to entrepreneurship.

At that time, he had a similar taste to the founder Jinni"Cool Girl"Influenced by European and American pop culture, we pursue neutral style, European and American style,MO&Co.It's the main hitBlack, white and grey+RockDNA+Unisex cutemphasizeNeutral sexy, precision sniping the "cool girl" group that is ignored by the mainstream market.

In the first year of its establishment,MO&Co.Confidently hold high the flag of high-end womenswear, with the pioneers of French fashionPECLEPS PARISWe work together to provide professional advice on color planning and product planning for our own brands.

2010The official announcement of the year with the Danish supermodelFreja Beha Erichsen(the originator of the "prince supermodel") cooperation, accurately launched the brand positioning, and raised the brand aesthetics to the international level.

(Source:MO&Co.）

2. Scenario-based expansion of the "Cool Girl" dimension (2011-2020）

enter2010years later, domestic consumers are rightTrendy women's clothing, high-quality women's clothingThe demand is gradually starting to rise, and the style is distinctiveMO&Co.More and more deeply into the public's field of vision.

Along with young consumers, yes"Cool" understanding pluralism,MO&Co.It was decided to launch a seriesJoint Strategy:

× Disney: Break through the age group, forZBuilt for the times"Sweet Cool Wind"Outfits

× SUNNEI: Italian relaxation, remodeling"Relaxation Cool"Commuter attire

× Reebok: The sporty silhouette is grafted with urban functions to create"Sport Cool"

× coperni: Technical fabrics experiment with future wear, co-created"Tech Cool"

Through a series of domestic and international brand co-branding,MO&Co.Not only is it breaking the circle to obtain more customers with similar tonality and aesthetics, but it is also constantly providing it on the product side"Freshness"and"Extensibility"- While finding more places and scenes where cool girls gather; At the same time, with the help of co-branding, the brand awareness is quickly implanted in their hearts.

(Source:MO&Co.）

At the same time, they are also aware of the changes that have changed with the times, and the previous ones have followed and lovedMO&Co.The "first generation of cool girls" have now begun to enter the workplace, and some have even become mothers.

As their social identities change, so do their consumer preferences and needs.

butMO&Co.It did not abandon these first-generation customers because of this, on the contrary, it adapted to the changes of consumers and excavated new needs -

This group of high aesthetics, preference"Rock ChicIt is also difficult for mothers to buy beautiful clothes for their children. As a result, the group launched a children's clothing brandLittle MO&Co., quickly filling another blank in the blue ocean market.

3. From "manufacturing cool" to "incubating cool" (2020-Present)

whileZGeneration has become the main consumer force,MO&Co.enter3.0Era:The brand has transformed from a trend exporter to a cultural co-builder.

At this stage,The definition and needs of "cool girls" are more complex and changeable, and it becomes more difficult to read their "hearts".

Among the clothing peers, some people began to roll up faster new rates, and increased the chance of hitting popular models with more new products; Some people are starting to transform to expand into more categories or create sub-brands with different styles and price ranges, hoping to find a second path to growth.

butMO&Co.did not follow the trend to change their brand original intention. On the contrary, it still deeply cultivates the "cool girl" group, has a deeper understanding of the needs and attitudes of contemporary female consumers, and actively builds emotional connections.

Looking at the way we came,MO&Co.'s 20-year history is essentially an evolutionary history of "cool girls". And the key to supporting its continued leadership is:Precise anchoring and dynamic refresh of the brand core.

(Source:MO&Co.）

Consumer insights

So how exactly does MO&Co. read what the "cool girls" need to think at every stage?We continue to keenly grasp the market trend and achieve performance growth against the trendWhat about it?

Establish a membership system and a strong layout of private domain operations; Carry out "she" themed offline activities to communicate with consumers face-to-face......

BesidesMO&Co. reached an in-depth cooperation with Zhiyi Technology in 2022, with the help of its subsidiary"Zhiyi"and other clothing big data product assistanceAnalyze market trends and gain insight into the needs and preferences of target consumers.

exploit"Zhiyi"products[Consumers say]function, the staff of the brand can aggregate and analyze the online evaluation of consumers to achieveMarket-brand-store-product four-dimensional consumer evaluation insights.

in order toThe latitude of the productFor example, brands can use this function to search for consumer evaluations of hot-selling competing products, obtain evaluation data after intelligent marking and classification by big data, and view which latitudes and subdivisions the positive voice volume is concentrated in, and use it as the key gene to retain in subsequent planning and facelifts. The problem of negative sound concentration should be taken as the direction of priority improvement.

(Zhiyi - Consumers Say - Positive Voice Analysis of a Product)

In addition, it is also possible to target specificWearing scenes, crowdsConduct targeted analytical insights.

For example, when producing products related to "sports cool", you can select women's clothing categories, or secondary categories such as women's yoga pants and casual sports suits, and select the latitude of consumer voice in the "sports and fitness" scenario, so as to quickly obtain the key points and pain points that consumers are most concerned about, solve problems in a targeted manner, and improve the probability of product explosion.

(Zhiyi-Consumers Say-Negative Voice Analysis of Sports and Fitness Scenes)

In addition to getting real feedback through consumer reviews, take advantage"Zhiyi"systemTrack and monitor your competitorsIt has also become an important function for many brands to better "read" consumer preferences.

Especially for brands with medium and high customer unit value, the proportion of high customer unit users in the overall sales of the market is small, so the best-selling products and soaring explosive products on the market often cannot reflect the preferences and needs of the target group.

Therefore, take advantage【Competitive Store Monitoring】The function directly tracks similar competitor stores, which can more accurately understand the overall trend of the high-order market.

Zhiyi supports it【Find a store - all】Filtering and evaluating stores with a high unit price can be visually viewed for storesNumber of products on sale, number of new products, sales, sales volumeand other data.

(Zhiyi - Find a store - List of stores with high average prices)

at【Monitoring Center】Medium, supportedSee all in one placeAll monitored stores within a custom periodHot products, new products, pre-hot productsThere is no need to go to the original e-commerce station to search for stores one by one, quickly understand the style trends and sales of competitors, and provide intuitive and scientific reference for their own product planning.

(Zhiyi--Monitoring Center-Hot Sales)

In addition【Competitive Store Analysis】In the function, it also supports the integration and analysis of store data in the monitoring groupCategory attributes, prices, fabricsand other dimensions.

If you want to see the popular colors of short coats in the past 3 months, you can quickly obtain the proportion of popular colors through color analysis, support comparison with the same period last year, and understand the popular trend of each color.

(Zhiyi-Monitoring Center-Competitive Store Analysis)

For a more macro viewMarket trends, you can use it"Zhiyi"target【Industry Insight】-【Cross Analysis】function, delineate the sub-category, price band (such as more than 1000), and select the target attribute (such as fabric, popular process, pattern, sleeve type, etc....... ）。

Through cross-analysis, you can quickly understand the combined effect of design elements, view the corresponding sales volume, sales volume and new distribution, and support at the same timeLinks to showcase best-selling productsfor a visual reference of competitive products.

(Zhiyi-Industry Insight-Cross Analysis)

epilogue

atThe era of "uncertainty" constantly anchors "certainty", maybe exactlyMO&Co.A unique way to break the game. No matter how the market changes and how the opponent changes,MO&Co.The underlying logic is always clear: continue to dig deep and gain insight into the needs of the "cool girl" group, and grow together with consumers.

AsEPO"We've never been selling clothes, we're selling solutions for women's self-expression," says the Group's Head of Digital. ”

When the garment industry enters the fierce competition,MO&Co.The collaboration paradigm with Zhiyi reveals:The real growth does not lie in chasing the outlet, but in using data to dig deep into the veins of user value.

In this sense,MO&Co.target“Cool girl”Philosophy and Zhiyi's data intelligence are working together to write a book aboutclothingThe brand's new narrative:When sensual aesthetic expression meets rational digital insight, commercial romanticism really begins to bloom.

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