In the fiercely competitive Chinese women's clothing market,Inman(INMAN）targetThe road to brandingIt's a textbook case.
fromODMto the original e-commerce, fromAmoybrand toOmnichannelbreakthrough30100 million sales, Inman has always been“Comfortable cotton linen”For the core, use17Years have carved a deep imprint in the hearts of consumers.
When the industry is mired in the quagmire of low price involution and high return rate, Inman isstillat2025year618During the period, omni-channel super-channel was realized40%of contrarian growth.
Behind its success, it is not only the persistence of brand positioning, but also a gameThe product and marketing revolution driven by the depth of big data.
"Technology+scene".
“To be a brand, the form can change, but your soul and positioning cannot change.”This is the original words expressed by Lao Fang, the founder of Inman, in a public interview.
self2008Since its establishment,Inman to“Cotton and linen artist”for positioningin order to“Comfortable cotton and linen wear Inman”As the core proposition, the group of people anchored at the beginning is the group of young women who pursue literature and art and fresh style. This group's clothing purchase preference takes into account fashion and comfort, cares about fabric texture and detail design, and belongs to the high-quality customer group that pursues quality.
In today's women's clothing market, there are still quite a few brands that are making a big splash.Relying on the designer's intuition and the market to follow the trend has led to serious product homogenization and short-lived explosions.In other words, what popular elements there are in the market, what popular trends there are on social media, and what brands are integrated.
Although such a product is easy to step on short-term popularity, it lacks a unified long-term brand tone, and the audience is largely a one-time purchase.
Inman noticed this very early, and in terms of product development strategy, it has always focused on the core audience, focusing on cotton and linen women's clothing2018yearOfficially put“comfortable”As a brand differentiation competitionOne bigpositioning。
In order to better understand the real demands of consumers, so as to match targeted product strategies, Inman has also made a lot of attempts. thereintoInman in2019Reached a cooperation with Zhiyi Technology, integrate clothing big data into product genes, and build it"Pain point mining→ technological breakthroughs→ scenario adaptation"The scientific path.
Source: official website
Inman is well aware that the real product power comes from the accurate grasp of user needs.
Use"Zhiyi" and "Shake Clothes"and other tools, the brand systematically analyzes the women's clothing category of mainstream e-commerce platforms such as Taobao and DouyinUser reviews, search buzzwords, and social sentiment, focusing on core customer groups (20-45years of women) unmet needs in terms of dressing.
The data is clearly displayed: inUnder the surface of "variety of styles", "comfort" is one of the key decision-making factors affecting users.
Especially in summer, problems such as "breathable but not stuffy", "decent but not sloppy", and "no deformation after long wear" have become high-frequency pain points. This conclusion has promoted Inman to upgrade "comfort" from a brand proposition to a quantifiable standard, and invested tens of millions of costs to implement it128Dao craft with60test system to strengthen the core functional characteristics of the product.
Zhiyi-The distribution of negative consumer evaluation of women's shirt category in a certain cycle
After understanding the pain points and needs of the target consumers in the market, designers need to obtain a large number of reference styles to provide inspiration for the details of their facelifts.
Zhiyi's domestic and foreign fashion trend insight tool——KnowMore is also offeredFind money accuratelyway, support according to the category, image source (show,INS, Xiaohongshu, e-commerce, etc.), clothing design elements such as wearing scenes, styles, colors, and patterns are classified and screened.The efficiency of finding money crushes the laborsearchFinishing。
Know-Style library
For example, in the choice of fabrics, combined"Zhiyi"ProducedProfessional report on fabric trendsandData analysis of the use of competing fabricsBrands can more scientifically combine fashion trends and target consumer preferences to determine the optimal fabric combination.
For summerThe pain point of "stuffy", the Inman team finally locked the "Xinjiang cotton and linen."+Cool fiber blending".
Zhiyi-Women's shirt category in a summer cycleTOP300Distribution of commodity fabrics
Each generation of samples is iterated by user-blind data- For example, although the initial cooling fabric is breathable, it is easy to wrinkle and affect the "sense of decency"; Driven by data, the team introduced the no-collar process, the washing process, the overlock process and the "non-inductive mark technology", which increased the cost3-10Yuan/Item.
Eventually, it was bornThe "Natural Cool" series achieves tactile (thermal conductivity) with professional craftsmanship0.18, air permeability index258Double comfort with vision (low saturation "Auroraka" color scheme) achievesAnnual sales30010,000 piecesThe super hit.
Inman's best-selling item-Naturally cool little cooler
In addition, Inman refusedThe rough logic of "one piece to fight the world" turned aroundMaximize the value of a single product through scene data analysis.Also take the cool shirt as an example, Inman takes advantage of it"Shake the Clothes"Analyze the massive clothing pictures and texts on Douyin, combined with consumer feedback over the years, and identifyCommuting, sun protection, vacation, and outdoor four high-potential scenarios.
According to the wearing needs of different scenes, Inman has carried out differentiated detail design for the product.
For example, in the case of commuting, depending on the userThe core appeal of "neat outside" is to fine-tune the shoulder line and cut the hem of the basic model, so that the version is more suitable for the needs of convenient and simple commuting; In the vacation scene, combined with the popular travel photography hotspots on social media, the ethnic style embroidery design is integrated.Make a small shirt stylish and versatile in the summer.
Through data-driven scenario-based design, multiple sub-products are derived from the same basic model, which fully covers the user's life radius and achievesThe sales miracle of "a shirt piercing the four seasons scene".
Inman's best-selling item-Lyocell natural cool commuter shirt
From traffic harvesting to"Immersive Mind Occupation"
Inman, which was once famous for the Tao brand, did not rest on its laurels in Taobao Tmall's shelf e-commerce, but actively embraced the content e-commerce represented by Douyin, and once again took the lead"New ways to play".
When the industry is obsessed with live broadcast rooms“9.9Yuan on the car”targetLow-cost drainage andThe traffic carnival, but InmanIn the year3In the spring/summer theme show of the month,With a Dali breezeSlow live streamingShake the industry- Site selectionTV series "To a Windy Place"The filming location invited the spokesperson Zhang Ruonan, a blogger with millions of fans, and a brand design director"Singing on stage", sharing with you the brand story, brand concept and production process of core products, and upper body matching.
Screenshot of the live streamSource: Internet
The blending of literature and art, comfortable live broadcast scenes, content arrangement and the main comfortable and fresh Inman brand makes the audience immerse themselves in the cultural concept advocated by Inman, and has a stronger resonance with the brand“Comfortable cotton and linen wear Inman”The mind is imprinted in the mind.
according toThe data shows thatThe fieldThe number of live stream viewerssurpass300ten thousand，Related entries are in:The number of views on Douyinexceed6000ten thousand, rushed to the Douyin grass planting listfirst。meanwhileThe "zero selling" cultural live broadcast model brought the highest single game to Inman4200ten thousandGMVdirect conversion.
In addition to the disruptive innovation of live broadcast content, Inman has also made full preparations for the marketing and promotion side of this spring and summer show.
On the one hand, Inman cooperates with Douyin official“It's new! Watch the show in the front row of Douyin”targetSlevel platform activity, obtained official traffic support; Inman, on the other hand, invites well-known bloggersMidoriko, Sister Foreign, Zhang Da Bowland so on, which greatly expanded the influence of the event.
Sister Foreign-Screenshot of the event announcement video
In addition to the promotion of the eventIn addition to "holding high and fighting",at“The aroma of wine is also afraid of deep alleys”of the moment, InmanIt has long been actively arrangedDaily social media marketingenclose“slackSense of wear”waitKeywords have gradually broken the circle and become an important choice for many women to pursue comfort and fashion.
Zhiyi Technology"Shake the Clothes"Big data products, tooTalent marketingIt has provided important support to Inman.
exploitThe talent library function of shaking clothesBrands can filter categories, select style tags that are strongly related to clothing (such as Hong Kong style, Japanese, simple, commuting, etc.), set the influencer's fan and work data, and bring goods data, and accurately screen out the target talent that meets the needs of cooperation.
Shake your clothes-Talent Library
In addition, the brand can also be directMonitor competitor stores of similar styles and categoriesto view the competitor's co-hosts, get the data of the influencer's cooperation, and refer to their live broadcasts and works with goods.
On the basis of knowing oneself and knowing the opponent's marketing strategy of competing stores, we can select and reuse co-creators in a more targeted manner, optimize content marketing strategies, and obtain better communication and conversion effects.
Shake your clothes-Monitor your store-List of co-hosts
epilogue
The essence of data empowerment is not a replacementFashion designer and operatorCreativity, but to make every piece of beautyfeeltargetLove andPersistence, canLanding more efficiently and presenting more perfectly.
Inman use17Years of proof: in the costume of the Red Sea battlefield, only generals“User Data”Cast into a product moat, let“contentdata”IntoMarketing profitscan truly go through the cycle and become indispensable in the consumer's wardrobe“Comfort philosophy”。
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