Shirt Country Romance: Scale And Personality Trade-Offs

Among young people, the romance of the shirt kingdom is a popular T-shirt brand.

"Personalized production, low price, good quality clothes" is the common image of the brand of the shirt country.

Someone has done such a survey in the office. At least 3 of the 10 people know the romance of the shirt country.

Not relying on advertising, it relies entirely on word of mouth marketing, and is very satisfied with the sales performance and brand image of the shirt country.

As the first batch of personalized T-shirts in China

Turn left and turn right?

At the beginning of the business, Ren Liu's idea was very simple: "to survive with individuality, and to provide a cheap and cheap T-shirt for people who pursue fashion and fashion".

Ren Liu has made many attempts for this almost ideal entrepreneurial motivation.

He insisted on having his own design team, his own processing factory, and his products directly entering his own franchise store for sale. "In this way, we should try our best to achieve maximum autonomy" in every link. Therefore, Ren Liu dares to guarantee that for 9 years, he has always maintained the characteristics of being personalized and cheap.

At the beginning of the business, the average T-shirt was 68 yuan, and now he still keeps the basic price of 68 yuan.

After 9 years of entrepreneurship, most of the product's price level is maintained at around 100 yuan.

On the other hand, Ren Liu has been trying to maintain a low "crash rate", and there has been a record of selling more than 20 pieces of pattern.

At one time, the sales volume of a pattern was controlled by about 400 pieces, except for the classic pattern, and the rest sold only a certain quantity.

Because of the insistence of price, quality and scarcity, the reputation of the romance of the shirt Kingdom began to spread among young people, and many stars became fans of the performing arts.

Xu Jinglei once went to the Jersey country to buy more than 20 T-shirts in one breath.

But gradually, fewer stars came to the table. "Some editions are too good to sell. Sales have gone up, and the rate of bump shirts has been greatly improved. People who speak individuality are not so fond of it." Ren Liu has discovered the paradox of his own business model. "Low price and good quality, high product cost, and then controlling sales scale make it difficult to guarantee a reasonable profit."

In front of him, there are two ways: stick to individuation, continue to lock in niche market, raise product prices, ensure higher profits, or continue to increase volume and win by scale.

Left or right, Ren Liu was in a dilemma.

Unwilling to violate the original intention of the brand creation, Ren Liu chose to concentrate on the existing basis.

In terms of quality, the shirt country continues to add new materials and new technologies to make clothes better.

But in terms of price, we still maintain a consistent standard.

The target consumer of the shirt country was originally a 25-35 year old young man who liked fashion and pursued individuality.

Ren Liu said that in order to meet the needs of this part of consumers, we must continue to attract them in style and style.

In the original basic style, the shirt country began to expand the category of T-shirts, from the most basic short sleeves to long sleeves and sweaters, and also launched their own POLO shirts.

He also noticed changes in the aesthetic of young consumers: 3, 4 years ago, they used more ethnic patterns, when young people aged 20 or so had nostalgia.

But this set did not work well for the post-90s, and so did the evolution of the shirt kingdom.

Ren Liu also observed through observation that some elderly consumers who are very old and valued for quality are buying the romance of the shirt country. This is something that makes him laugh and cry.

In order to ensure the personalization of the brand, he also had to do some control on color, size and clothing pattern. "For example, some patterns are only self-made editions, and the largest size is only L."

Because of the strong control over the production process, stable design level and immediate strain speed are also the secret weapons to maintain individualization.

During the 2008 Olympic Games, a series of T-shirts were designed for the Olympic Games, which has been continuously sold.

Tiger tigers, T-Shirts, which were developed in 2009, also sell very well.

Some unexpected incidents also brought them opportunities, such as Jackson's sudden death. The night after the incident, we specially designed the commemorative T-shirt on the market.

Ren Liu analysis, in the industry, "fashion is all made in advance", "often spring has already ordered the autumn goods, can be like them so timely strain, instantly capture the trend of not much."

Ren Liu believes that the continued adjustment of the product chain ensures the continued growth of the success of the shirt kingdom.

In the first few years of growth, the growth rate remained at around 50%. In the economic crisis of 2009, the jersey of the shirt country still maintained a 33% performance growth.

Nevertheless, adjustment is still the theme of the future.

According to Ren Liu, it is possible for the shirt country to develop its subsidiary brand, adhere to the niche and personalized route, and the price of the subsidiary brand will be adjusted upwards.

Ren Liu said that every year he would go around the world to search for inspiration, and recently went to Japan to buy a large pile of T-shirts to study.

"There are a lot of well designed brands in Japan, and the scale of stores is not big, perhaps the future of the shirt country."

Scale and personality trade-offs

In fact, the existing individualized consumer groups in China are still developing, not as good as Europe or Japan.

The only thing to be thankful is that the consumer base willing to pay a high price for personalized design products is growing.

But cultivating consumers is bound to be a slow gradual process. In the process of nurturing the market, there must be some people who are part of the brand.

How to properly control the scale and stick to the individualized road may be the key to decide whether or not these entrepreneurs will succeed in the future.

In Shanghai, Chai Xuguang, senior vice president of marketing and consulting organization of Lian Zhi Da, it seems that there are two obvious flaws in the business model of the individual T-shirt entrepreneurs. First, personality and scale are the subjects that need to be weighed forever. Secondly, the management efficiency of the franchisee needs to be improved, and the profitability of the franchise system needs to be improved.

Chai Xuguang has two suggestions for the business future of Jersey and similar brands: first, increase the price of products, focus on the small crowd, and ensure that individual and scarce products can get enough single profit.

To achieve this change, entrepreneurs also need to make a series of adjustments in market positioning, product design, production, materials, workmanship, storefront design and shop location, and intellectual property protection.

At the same time, in order to reduce the cost of obtaining orders, we need to do a lot of work to increase the effective dissemination of small crowds by means of modern information technology. Eventually, we need to make ourselves a small business with high profitability. The two is to make products design or creativity scale or replicate in various ways, so as to ensure the high quality and large quantity of product design or creativity.

To achieve this change, we need to form a complete set of product development models, which may be innovation, perhaps integration, or both.

Now it seems that there is a good creative resource in the romance of the shirt Kingdom, but how to form the resource integration in the sense of the industrial chain will determine how big and how far it will go.