Stock speculation to see Jin Kirin analyst research report, authoritative, professional, timely, comprehensive, to help you tap the potential of the theme opportunity!
During the two sessions this year, "new quality productivity" has become the hottest topic-- not only included in the government work report, but also listed as the top ten work tasks this year. The concept of new quality productivity is born out of the current technological revolution represented by AI, which pays more attention to the application of subversive technology and the innovation of industrial chain. At present, under the call of the policy of "boosting consumption", more and more retail enterprises begin to pay attention to the important role of new quality productivity, introducing digital technology into all aspects of enterprise production and management, among which the fashion footwear industry is the most typical.
As one of the four basic demand industries of "clothing, food, housing and transportation", the fashion footwear industry has both opportunities and challenges in recent years. Although the industry as a whole is accelerating towards a digital economy, it is also facing challenges such as changes in consumer demand and consumer habits. To this end, more and more brands begin to focus on "digital upgrading and private economy", and a number of emerging brands have been at the forefront of the industry.
Leisure light outdoor brand BENLAI (originally) is a sub-brand launched by UR parent company FMG Group in 2022 to enter the market with performance technology and focus on the use of performance technology and sustainable fabrics to bring clothing back to day-to-day practical significance. BENLAI (originally) has realized the full range of coverage from men's wear, women's wear and children's wear to underwear and accessories, so that consumers of different ages and genders can get what they need and feel comfortable from the inside out. At present, there are more than 10 offline stores in Guangzhou, Beijing, Chengdu, Chongqing, Guiyang, Dalian and other first-and second-tier cities.
Since the opening of the first store, BENLAI (originally) quickly gained insight into the market opportunities and, through cooperation with digital technology service providers including Weimeng, built a private domain model of "connection-service-sales integration" with physical stores and communities as the core from scratch, and achieved remarkable results.
01 brand brings its own digital genes to build a private domain system from 0-1
Since it went public in 2022, BENLAI has been working on a multi-channel layout. Its parent company, FMG Group, has a clear goal for digital transformation-"empower brand management with science and technology, achieve intelligent interaction, intelligent analysis, intelligent decision-making, and complete the transformation from traditional enterprises to intelligent enterprises". As a sub-brand, BENLAI (original) is no less than. Since its birth, BENLAI has continued its parent company's leadership in the digital field and has the genes to upgrade digitally.
Specifically, BENLAI (originally) offline core cities have launched brick-and-mortar stores, while online channels have partnered with Weimeng to open an official mall in WeChat Mini Programs. Subsequently, the brand began to build a private domain system from 0-1, and carried out a series of private domain layout. For example, consumers in the clothing industry attach great importance to fitting experience. Therefore, at the beginning of building a private domain system, BENLAI (originally) took offline stores as the main source of users of the brand's private domain. Through online and offline integrated layout, as well as fine consumer operation, to improve the quality and efficiency of the brand.
The person in charge of Weimeng Enterprise Service said that the head brand of fashion shoes and clothing is speeding up the construction of a "private domain system" to reach consumers efficiently and improve the customer acquisition rate and conversion rate of the brand. Weimeng's role is to help enterprises build private domain infrastructure and digitize channels and users through digital capabilities, including retail solutions, so as to promote sustainable brand growth.
Since the "big customer" strategy was put forward, Weimeng has continued to help retail industry head customers to upgrade digitally. Working with big customers with the "lighthouse effect" helps to focus on vertical industries, provide comprehensive and in-depth integrated solutions and set a "digital benchmark". Based on the research and summary of industry differences and core operation methodology, Weimeng has created vertical solutions for four industries: clothing, building materials, fast consumption and purchasing. The industry strategy based on big guest also makes Weimeng get more olive branches from big customers. In the first half of 2023, Weimeng added 32 new head customers in different industries, with a year-on-year growth rate of 12% for group customers.
In addition, the digitization of Weimeng in various segments of the industry is also accelerating penetration. As of June 30, 2023, the top 100 customers served by Weimeng accounted for 47% of fashion retail, 43% of commercial real estate and 40% of chain convenience.
02 data back-feed operation and promote fine operation
At present, BENLAI (originally) has a good market foundation and consumer reputation, fine operation to provide consumers with better services and experience has become the top priority of the brand.
Weimeng helps BENLAI (originally) to concentrate users into the community, carry out fine and unified operation by the headquarters, and explore suitable operation strategies for users according to interactive data feedback. "the greatest value of digitization is to help brands build a new set of capabilities that can contact and interact with end consumers with high frequency and efficiency. With this ability, some enterprises with huge brand advantages can get twice the result with half the effort, and the resulting fine portraits of users will feed back to the business and facilitate differentiated user operations, "said the person in charge of Weimeng Business Services.
Specifically, BENLAI (originally) built a content community on Mini Program, focusing on meeting consumers' personalized clothing needs. At the same time, it also promotes new products in the community, providing practical wearing suggestions and tips for group members to get closer to users.
In addition, BENLAI (originally) makes full use of the advantage of private traffic, breaks the time and space restrictions of traditional stores, and continues to attract consumers' attention through various thematic marketing activities. For example, during the family day, spring outing and other activities, the brand adopts the combination of high-frequency and low-frequency goods and low-price and high-price combination in the commodity strategy to stimulate users' shopping desire. During the event, the community acts as the main position for the release of information, promoting sales transformation and effectively improving the repurchase rate.
For the sustainable development of the industry, innovation is an unshakeable foundation, and the shoes and clothing fashion industry needs to speed up the overall pace. As a new star of leisure light outdoor brand, BENLAI (originally) is also maintaining innovation and competitive advantage in the industry trend by improving "new quality productivity".
In the future, BENLAI (originally) will further use Wemeng retail solutions to optimize store performance ownership and member hierarchical operation mechanisms to reach more potential consumers. This continuous deepening of private domain construction and refined consumer operations will also help the future development of BENLAI (original).
conclusionfreeslotsforfun：
Digitalization is becoming an important strategy for the consensus and innovative development of China's leading brands. The shoe and apparel industry represented by BENLAI (Original) is refining consumer operations by building brand private domains, improving user experience to enhance repurchase, and ultimately promoting the sustainable growth of the brand. This is also an indispensable upgrade path for retail companies in the face of new consumption trends and digital waves.
As a digital technology service provider, Weimeng will also continue to promote the large-scale customization strategy, create Chinese brands with "new quality productivity" with more pioneers like BENLAI (Original), and continue to iterate product technical capabilities to meet customers 'digital upgrades. The demand will ultimately contribute to China's digital economy.
