The crux is obvious:
The younger generation is consuming more and more clothingFragmentation and stratification，Traditional market research is difficult to accurately capture the rapidly changing trend code； Internet celebrity e-commerce and designer brands are under double attack, and consumers' loyalty to a single brand is getting lower and lower……
This is a real problem faced by countless old clothing brands.bohemian waxwingis no exception.
review2024Peacebird's report card for the year: annual revenue68.02hundred millionYuan, of which the women's clothing line contributed25.03hundred millionYuan. In this year's 618 store full-cycle ranking, the peacebird men's flagship store also ranked in sales4th place。
Under the general cold winter format of the clothing industry, Peacebird owns30The industry giants accumulated over the years are giving the answer with their bold transformation -In-depth cooperation with Zhiyi Data Intelligence for 4 years, starting a gorgeous transformation from "experience-driven" to "data-driven".
Source: Peacebird official website
From fast fashion to quality fashion
In the past development process, Peacebird has relied on its keen trend capture ability and a large design team (500+personDesign Team,Launched annually10000+fundNew), to“fast”Winning.
howeverWith the needs of the younger generation of consumersIteration accelerates, tradition“Push the style and spell the quantity”The model no longer works.
But there are so many fast fashion brands on the market, and every family is doing facelifts around the big hits on the list, how to make themDifferentiationPositioning and products to capture growth opportunities that are different from competitors?
In the face of such a common industry problem, Peacebird gave the answer through the brand launch conference: announcing that the company will follow"Fast fashion"toward"Quality and fashion"The positioning leap。
Peacebird refocuses its target customer group on"Rising middle class"。 This group has a unique "texture" pursuit of clothing - not only to be elegant and decent on the outside, but also to hope that clothing can meet the needs of various occasions such as commuting, sports, and business.
Therefore, Peacebird's product research and development is first of all to strengthen the quality of the product"Quality"Reconstruct brand competition barriers。
Take Peacebird's hot-selling down jacket for many years as an example, this productThe selection comes from Hungary5A Luxury white goose down，Strengthened with high fluffiness, high warmth and resilience, taking into account the comfort and functionality of wearing. In addition, it also adopts design processes such as triple warming and incorporates thermal yarn/aerogel,360Seamless locking and other technologies strengthen thermal endurance.
Peacebird down jacket is a hot selling product
In addition to the functional enhancement of warmth and resistance to humidity and cold, the peacebird down jacket also keenly captures the importance of winter clothing weight, and continues to use ultra-lightweight fabrics and daring-free direct charging technology to reduce the pressure on consumers' upper body and achieve the unity of comfort and functionality.
And before product development, thoroughlyMarket researchandTrend analysisIt is an important prerequisite for obtaining key research and development directions.Peacebird chose to use Zhiyi big data for industry insights and analysis.
For example, in the raw materials of down jackets, brands can helpZhiyi's [Category Insight] functionConduct a quick analysis of fabric distribution, understand the distribution of fabrics in a specific cycle in the market, obtain core fabrics with high year-on-year growth and high sales volume and corresponding representative products, and obtain direct market data and commodity references.
Know the clothes-Category insights-Distribution and trend of women's down jacket fabrics in a certain cycle
In addition to fabrics,Key attributes such as down content, version, popular craftsmanship, and style can be analyzed with one click.The data clearly shows which elements are leading growth and which are showing signs of recession, let the planning decision say goodbye“By feeling”, really do it“There is a plan in mind, and the decision is based on evidence”。
In addition to gaining insight into fashion trends from the market and analyzing the direction of product planning and research and development, brands can also pass【Monitoring Center】store analysis to understand the distribution of new and hot-selling styles and popular design elements of similar competitors.
For example, passed【Competitive Store Analysis】-【Category Analysis】Brands can choose one or more stores to quickly understand the new distribution and sales proportion of competitor stores in categories under the custom cycle, and provide a reference for their own category planning.
Know the clothes-Competitive store analysis-Aggregate category analysis of a number of women's clothing stores
With the help of big data, pre-market research and competitive product research can help brands inPlanning stageFormulate plans more scientifically and based on data, and also through data dialysisHigh growthAvoid serious homogenized categories and design methods, and avoid fast fashion brands becoming mass production without unique recognition"Wardrobe Backdrop".
From manual money finding to intelligent money finding
In the traditional business model, designers need to quickly search for a large number of products according to product planningRefer to image sources and styles, as a source of inspiration or as a reference for imitation facelifts.
Especially for brands represented by Peacebird, the huge amount of new numbers (launched every year10000+New products) have brought a lot of pressure to the designer team. Manual payment of the whole network takes a lot of time and energy, and finding money is like "looking for a needle in a haystack", and information fragmentation is difficult to integrate.
Similarly, Peacebird also chose to use Zhiyi big data to improve the efficiency of designer selection.
Use[Know] productDesigners can aggregate multiple channels such as e-commerce, social media, shows, and brand official websites in one stop, without the need to switch between multiple platforms and avoid climbing over the wall, quickly realize efficient money finding, and say goodbye to inefficient manual collection.
Knowing the truth-Style Center
In addition to the powerful image source aggregation and selection capabilities,【Zhiyi】It is built into the series2000+Clothing professional labelDesigners can freely combine and screen through category, style, color, fabric accessories, craftsmanship, wearing scene and other screening items to accurately find the target reference style, saving the tedious process of massive manual screening and marking.
Knowing the truth-Filter for money
Familiar with through Xiaohongshu,INSand other social media platforms to find designers, you can also helpZhiyi's [Smart Image Search] functionOne-click traceability of the same e-commerce source, verify real sales data, and provide fundamental support for design decisions.
【Search for similar models】Function canQuickly dig into the popular variants and market performance of the clothing, and provide instant and accurate direction guidance for the designer's facelift.“Let every facelift step on the drum of the trend”。
Knowing the truth-Intelligent image search
As mentioned above, the clothing consumption demand of the younger generation is no longer the same"Can be worn", but "Outfit stories that can show your personality and take photos and share"，OOTDSocial attributes are becoming more and more intense.
Through Zhiyi TechnologyShaking clothes, knowing Xiaohongand other platform data can also be found, with#Dating robes,#Products with strong scene function labels such as hiking and dressing are also more popular on social media platforms such as Douyin and Xiaohongshu.
Peacebird also conforms to consumer preferencesScenario-based preferencesThe pursuit of. UseData insights from Zhiyi, accurately integrates popular styles such as quiet luxury style, French commuting, and small fragrance style, and launches a series of new products covering multiple scenarios such as commuting, workplace, and leisure, and the market response is enthusiastic.
figSource: Peacebird official website
epilogue
Let the planning no longer rely on experience bets and liberate designers from the cumbersome process of finding money– This is exactlybohemian waxwing&Know the clothesThe two cores of cooperation.
When the market is no longer judged"Seeing flowers in the fog", when the design inspiration is no longer "looking for a needle in a haystack",dataIt has become the core engine driving the upgrading of the fashion industry.
bohemian waxwingUnder the wing is the roar of hundreds of billions of consumption data; whereasKnow the clothessuch“Industry telescope”, is helpingMore clothingBrands see the future course in the fog.
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