How a shirt brand develops its own market

In recent years, influenced by the rapid development of the Internet industry, trendy young people and time-conscious business people gradually began to adapt to the new model of online shopping. The traditional clothing industry has also joined the e-commerce queue, because many new brands have entered the people's field of vision, raw materials, manual and other aspects have also become transparent. The number of customers has increased, and competitors have also increased. The relatively peaceful clothing market has become advocating the law of the jungle. In the wave of the Internet, some brands follow the trend and adapt to the environment, and some brands abandon this price war with bloody bayonets and start looking for a blue ocean market that is theirs alone. This is the brand of SENO men's shirts. The most prominent representative of the brand. After seven years of development, SENO Men's Shirts have been quite mature in terms of product quality, product positioning, brand positioning, marketing channels, etc., ranking first in the e-commerce apparel industry.

Market space has never been a fixed constant. In the business world, strangling with competitors in the same areas is not the best way to survive. Avoiding competition and finding new ways of expansion are more advanced business strategies. Therefore, the brand of SENO Men's Shirts did not follow the trend, but based on market development, self-innovation, through numerous market research, new brand positioning, innovative shirt categories, creating a new brand orientation and brand awareness, the main objectives Focusing on solving the pain points of users, the company launched its annual strategic new product in 2016 – a non-distortion shirt. This is a new shirt with a consumer pain point as its R&D direction. The main machine washing machine does not deform for 200 times and it greatly saves The time that the customer took care of the shirt also satisfies the customer's demand for the image and makes the customer feel intimate and practical. This new and unique positioning trend makes the SENO brand avoid the competition of the traditional clothing industry and create a new market space.

Innovative shirts to open up the blue ocean market

In the past, shirts were synonymous with white-collar workers and symbolized the upper class in society. However, as the pace of social and international integration accelerated, more and more people began to contact shirts. The shirts took off the mystery of the past and turned into a wide range of practical audiences. Nowadays, when people mention shirts, people think of the group of office workers in the subway. In the eyes of shirt business, this kind of screen is a large group of excellent customers who have good purchasing power and just need. Undoubtedly, such a large consumer group has also caused the fierce competition in the shirt industry. In such a fiercely competitive shirt market, no innovation will be buried.

The SENO men's shirt brand's flagship Slim shirt expert, from the perspective of solving the user's pain points, launched the annual strategic new product in 2016 – no distortion shirt, and this strategic new product accidentally created a different shirt category and brand Cognitive.

Since the establishment of the SENO men's shirt brand, SENO co-founder Wang Wengui has always insisted on "being a client to wear a more confident shirt". For this reason, SENO Men's Shirt brand has been committed to the research and development revision of the Slim Shirt version. Through the support of internet big data and direct communication and feedback correction with more than 1,000 customer members, SENO's original Slim version can be presented, and the type version is well received. The rate is also higher than 96%.

This belief in persistence and innovation has allowed SENO to persistently give new soul to the shirt. 7 years of industry experience, 500,000 member tracking services, in-depth inspection of 52 suppliers, after more than 1,000 days of painstaking research and development and continuous trial and error, more than 300 raw material comparisons, more than 1,000 technical tests, more than 500 members tried to feed back, The perfect combination of innovative big data technology analysis and garment cutting technology, continuous improvement of the version-based database design, and finally the shirt "machine wash does not deform" became a reality.

All along, ordinary shirts undergo many machine washings or hand-washing, and they will be deformed. Once the shirt is deformed, it will be scrapped! Even ironing shirts that are favored by young users can only maintain washing within 20 times without deformation. The domestic shirt brand generally lacks its own design and originality, and it has become a problem that needs urgent solution.

Unlike ordinary shirts on the market, SENO’s debut of this "non-deformable shirt" product is to solve the pain points of young men users, return to the product and quality itself, the main machine washing does not deform, and the technical advantages to Ultimately, the HeatFix shirt's wash-and-shape technology was created, and the machine was not deformed 200 times. At the same time, at the 16 joint skeletons of the shirt sleeves, armholes, side seams, and thresholds, 16 special quality products with the most stable quality were added. Germany's Kohlbau stereotyped strips, to achieve a truly sense of easy care.

New marketing concept Internet thinking mode

Unlike many fast-food industries, in the apparel industry, a successful product does not suddenly appear or suddenly disappear. To become a hot product, the basis is product quality, quality can not reach a certain standard, and then attract people's attention, and then the characteristics of the product can not get the customer's long-term support; followed by meeting the user demand point, a product can not be satisfied All people's needs, what products are just for users, how to meet user needs. Then it is the marketing communication channel, because producing a good product does not mean that you will be able to open the market. How to allow customers to come into contact with the product, and then interested in the product, how to allow customers and potential customers to produce two-time spread, these are important issues that brands need to face. Nowadays, with the rapid development of the Internet industry, many new communication channels have been born and gradually accepted by people. The older generation of media has also been affected by a lot. The product is to serve the customer, the customer's thinking is changing, and the idea of ​​product marketing must also be changed.

SENO's non-deformable shirt is developed for the pain point of customers' shirts that are easily deformed. It is an innovative "black technology" product. Faced with such new products, it is also necessary to find new breakthroughs for marketing communications. As we all know, Jingdong Crowdfunding, which focuses on category 3C, is always looking for more industry cooperation possibilities. This is a breakthrough for SENO's non-deformable shirt project. A strategic product can use this new channel of Jingdong crowdfunding. It is also very much in line with the selling point and appeal of the product itself.

SENO's non-deformed shirts landed on JD.com platform, only 25 days, selling 17,289 pieces, and the crowdfunding amount exceeded 3 million yuan to break the sales record of Jingdong crowdfunding platform clothing category. Such dazzling data is also the best proof of the selling point of the product itself. This non-distorting shirt with consumer research and development direction is destined to become the focus of consumers' attention. This good beginning gives us reason to believe that this is not deformed. The shirt will be the dark horse of the 2016 men's shirt industry.

Insist on the direction of innovation

Directional orientation is the most important for all brands. The wrong direction, and further away, will only make you lose even worse. In today's market, more and more brands try to get rid of the low-end competition that hardly fights prices, and gradually start to attract customers with personalized services and instant interaction. It is no longer a rigid trading of goods, but more exchanges to allow customers to understand the product, so that customers actively generate purchase ideas. SENO's non-deformable shirt is to track feedback through 500,000 members, and respond to the customer's shirt deformation problem, after more than 1,000 days painstaking research and development and continuous trial and error, more than 500 members tried to feedback, innovative big data technology analysis and garment cutting technology The perfect combination, continuous improvement of the version database design, and finally the shirt "machine wash does not deform" became a reality.

"No distortion shirt" is the miniature of SENO brand innovation in shirt business. From the new marketing concept, disruptive technological breakthroughs, to channel innovations that participate in crowdfunding, "non-deformable shirt" is SENO's insistence on innovation.

Starting in 2007 and starting to become a well-known shirt brand and participating in crowdfunding in 2016, SENO co-founder Wang Wengui has undergone a transition from a newly graduated university student to a successful entrepreneur, but his ideal has never changed: Let customers wear more confident shirts. It's easy to make one thing and it's difficult to do one thing well. Although this seemingly simple ideal is already very close to success, customers can change and the market is changing, so brands must change for the future. The road is still far away.

SENO's non-deformable shirt has won the attention of many customers with its unique market vision and precise product positioning. Ingenious marketing methods also allow the watching crowd to have a new understanding of the product, but the story of SENO has not yet ended. Will continue to go on the road to chase the ideal.