atMid-to-high-endThe arena of women's clothing,“elegance”It is armor and weakness.
After allThe value of a piece of clothing is far more than the fabric andwork。 It is about accurate prediction of rapidly changing trends, keen insight into the movements of rivals, and efficient capture of design inspiration.
But it shouldZgenerationdominantThe tide cycle is compressed to a monthly basisEven shortertraditional“experience+Gut feeling+Long cycle”designThe manual is becoming more and more like a book“Lag guide”。
suchThe pain point is no longer the dilemma of a certain brand, but hangs overMid-to-high-endThe sword of efficiency on the head of the women's clothing industry.
In the face of this profound change related to future competitiveness，LangziLANCYAs ChinaMid-to-high-endThe leading brand in the field of women's clothing has chosen a forward-looking path that embraces digitalization.
2022year5Moon, Langzi and ZhiyitechnologyReach a cooperationand continues to this day。This is not a simple tool introduction, but a deep integration of data intelligence into the brand value chain at oncecooperateUpgrade.
2025yearQ1Langzi publicly disclosedFirst quarterly reportIt shows that in the case of the overall growth rate of the clothing industry slowing down, LangziWomen's clothing is sold online2.13100 million yuan (year-on-year+14.31%）, the proportion rose42.62%，meantimeWomen's clothing business to63.45%gross profit marginFirmly at a high level in the industry。
Let's break it down todayThe digitization of Langzi and Zhiyi"Practical Manual", see how the two sides work togetherIndustry insights, store analysis, designer findingThe three key links used data weapons to fight a beautiful "efficiency upgrade war".
Source: Langzi Official Blog
Trend Insights: From Experience Betting to Precision Guidance
The needs of the mid-to-high-end women's clothing customer base are fine and fickle. Langzi's main audience is high-net-worth mature women, who pursue quality and uniqueness, but also have a sensitive pursuit of trends.
In order to take into account the needs of the target customer group, Langzi has created in recent years"Elegant and intellectual aesthetics"The unique narrative of the product style is anchored between traditional professional wear and casual wear"Light formal wear"concept, taking into account the multiple needs of mature women in the workplace and casual social situations.
So how does Langzi capture the trend of mid-to-high-end women's clothing more efficiently and accurately, so that it and the brand tonality can be better and more efficiently integrated in the product development process?
Traditional market research cycles are long, costly, and rely on designers or buyers“experimentalism”Predicting trends is tantamount to a high-stakes bet. When the tide cycle is shortened toMonthly or even shorter, and it takes more than half a year for the product to go from design to shelf.“Mismatch between time and space”As a result, inventory backlog becomes inevitable.
Langzi also faced such a problem, so it was actively introducedZhiyi Big Data Solution, through Zhiyi's accurate insight into the mid-to-high-end women's clothing market trend, capture popular elements.
exploitZhiyi's industry insight functionBrands can quickly perform statistical analysis of key attributes of interest, more quickly understand the distribution of preferred styles, fabrics, style details, etc. in the market, and quickly identify design elements through big data.
Know the clothes-Attribute analysis-The distribution of women's shirt fabric attributes in a certain cycle of the market
In addition, if you want to capture the popular elements of the mid-to-high-end women's clothing market in a more targeted manner, you can use itCross-analysisThe function limits the price band.
For example, if a brand wants to know the fabric and style design combination of women's dresses in the mid-to-high-end price band, they can select three indicators of categories (dresses), fabrics, and styles in [Cross Analysis] China, and choose the price band range1000Above, customize the statistical time for analysis.
Know the clothes-mid-to-high-end dress fabrics in a certain cycle&Style cross-analysis
Any combination of attributes can be directThe link corresponds to the best-selling productto help designers accurately find target references.
Cross-analysis-"Viscose+AWord skirt" combination hot-selling products
With big data tools, brands can gain a faster and macroscopic view of the market's real-time design trends and capture high-growth elements.
In addition, Zhiyi's trend experts have also produced many high-quality productsProfessional trend report, helping brands have a more direct conclusion reference in the planning and design stages.
Know the clothes-Trend report
UseKnow the big data of clothingHelp,LangziRight“Light formal attire”conceptionThe development of theIt accurately meets the wearing needs of the target customer group to seamlessly switch between workplace and social scenes.
Its subsequent launch“Light outdoor commuting”、“New Chinese artistic conception”and other theme series, all of which show an accurate grasp of the pulse of the market, significantly improve the probability of new products being launched and explode, and optimize the inventory structure from the source.
Create differentiation: from passive following to active breaking
The domestic mid-to-high-end women's clothing market has become a red ocean, a single brandEven to the maximumscalealsoUniversally10-30In the range of 100 million, the growth space has peaked.
In particularMid-to-high-end women's clothingIn this interval,Langzi faces many competing products, and its style positioning is easy to fall into homogeneous competition (such as commuter wear and lady's clothing).want to avoid falling into itHomogenizationIt is necessary to have a more immediate and accurate understanding of competitors and explore the blue ocean growth points in the same track.
So how to obtain competitor dynamics more efficiently and accurately?
Traditional competitor monitoring relies on manual information collection, which is inefficient, timely, and fragmented, making it difficult to systematically grasp the dynamics of competitors (new productsstyle、Hot Selling Styles,Price bands, marketing styles,sales feedback, etc), resulting in a lag in response.
Langzi and Zhiyi worked together to activate itKnowing the clothes"Competitive Store Tracking"ability, to create digitalAnalysis of competitive products and stores, which not only greatly saves manpower, but also promotes the precise evolution of products.
UseZhiyi's monitoring center functionBrands can view competitors' store dynamics in one stop, including key data such as the number of new products, sales, and sales.
Know the clothes-Monitoring Center-Overview of the competition
Designers can be:Clothing Monitoring CentertargetCompetitive store productsOne-stop aggregation to view the new additions of multiple brands and stores/Hot/Preheat the style and quickly understand the new trends, product development strategies, and product sales of similar brands.
Know the clothes-Monitoring Center-Competitive store products
Similar to the market analysis mentioned earlier, brands can also take advantage of itIntelligent analytics toolsConduct store analysis on one or more designated bidding stores to understand the proportion of hot-selling attributes and high-growth design elements of direct competition, and directly link to specific style references.
Know the clothes-Monitoring Center-Analysis of the style of women's shirts in multiple auction stores
Through Zhiyi's monitoring center, Langzi can instantly understand the product development strategy and market effect of direct competitors, adjust its product strategy in a targeted manner, more accurately hit market demand, reduce trial and error costs and inventory risks, and effectively increase style sales.
Designers find a style: from finding a needle in a haystack to precise guidance
In order to take into account the consistency of brand tonality and continue to integrate the popular trends in the market, Langzi's designer team needs to obtain a large number of reference images for design inspiration and reference.
However, the process of finding inspiration for designers has traditionally been time-consuming and labor-intensive: in addition to searching for styles on e-commerce and social media platforms at home and abroad, they also need to read a large number of domestic and foreign magazines, browse massive websites, and run all over exhibitions, which is inefficient and scattered.
How to quickly lock in the vast sea of global informationThe tonality of "elegant intellectual aesthetics", the reference elements with market potential and the ability to avoid copyright risks are a huge challenge.
So how did Langzi deal with it?
On the one hand, Langzi continues to carry out in-depth exchanges and cooperation with designer enterprises in Italy and France, broaden the brand's access to trends and industry information, and maintain an international vision and originality.
On the other hand, Langzi is also actively introducedKnowing clothes and knowing big data toolsHelp improve the efficiency of designers in finding styles and inspiration.
atKnowing the truth, designers can view e-commerce,INS, Xiaohongshu, Dewu, order fair, brand official website and other multi-channel high-definition style image sources, supporting accurate screening according to category, time, sales data, color, fabric, etc.
Knowing the truth-Style library
In addition, designers can also upload local style drawings or perform any style on the Zhiyi platformIntelligent image search, which can be carried out in the global billion-level clothing gallery integrated by ZhiyiPrecise search, instantly obtain a large number of reference styles with highly similar styles, details, and elements. At the same time, the sales data of related products are obtained as an objective reference for planning or design.
Know the clothes-Intelligent image search
pregnantKnow the clothesMassive image sources andIntelligent money finding capabilities，Langzi'sdesignerWe canFrom the burdensome“Information coolie”Liberated, obtain a broader reference vision, more efficient model finding efficiency, and focus more on style design.
At the same time, there is clearer data when looking for money, which also makes the design proposal more data-based and accurate, greatly reducing the decision-making risk in the design and development stage.
epilogue
andKnow the clothesThe in-depth cooperation isLangziA digital attempt in the face of the industry's general structural dilemma.
This is not a simple tool introduction, but a deep integration of data intelligence into the entire product life cycle——From cutting-edge trend insights and planning, to competitive product strategy games, to design inspiration.
"Data is the guide, elegant breaking the cocoon".Zhiyi will also continue to promote cooperation with Langzi to help Langzi interpret elegance more accurately in the rapidly changing fashion wave, respond to the market more agilely, and transform into a healthier and more sustainable growth model.
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