How Can THE THING Achieve Tens Of Millions Of 0 From The Downturn In The Apparel Industry?

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THE THING was born in Shanghai in 2005.

At the beginning of its creation, it only had a 30 square meter shop, but with its special GRAPHIC (Graphic) humor design, it slowly occupied a place in the circle of tidal current.

The word "Chao" is no longer a new word for young people nowadays. Some street people seem to be careless in their collocation.

But in the early years, there was no mention of the word Chao. It was just that some young people were trying to dress up for novelty.

The trend was born in popularity, but it never seems to have much to do with high fashion. This street culture is used to satisfy people's personalization and differentiation.

Demand, when its audience continues to expand and operates under the media, begins to emerge the concept of tide card, and the emergence of THE THING is based on the love of street culture by the two founders.

After 10 years of development, THE THING has developed from the original 30 square meter shop to more than 30 Entities in the country. The annual sales volume exceeds 40 million under the online and offline sales. The audience of 70% of the brand is concentrated in 20~25 years old. They are more sensitive to fashion symbols and are also keen on symbolizing themselves.

"THE THING" started from the Tee style shirt with a great deal of attitude, so that all kinds of bizarre creative patterns appeared in the design and caught the eye of consumers. Later, although they still followed the idea of GRAPHIC as the core of design, they were getting rid of the situation that they relied solely on pattern design in the past, and gradually moved towards the overall modeling.

Direction change.

Transformation from graphics to modeling

THE THING was founded in 2005, the founder of Zheng Yi is a professional fashion designer. He and another founder of the brand, that is, his brother has been the two young people to pursue the trend of fashion, the market popular clothing increasingly can not meet their pursuit of individuality, then the relative gap in the domestic market, so that the hearts of two young people began to be eager to start their own business.

For the move to create THE THING, Zheng Yi explained that this is based on a pposition judgment: "I think we like some young people," but at the very beginning, these clothes were not so obvious for the word "Chao", but THE THING seemed a bit unique in the strict orthodox fashion.

Some interesting and personal elements appear in costume design, leaving people with a memory point: "it's like a person, a person with personality even if you don't like him, he will remember him."

Because of the more mature street culture overseas, Shanghai has brought together people from Hong Kong and Taiwan as well as around the world. Therefore, THE THING has just started buying overseas consumers.

After several years of development, the market continues to expand, and the number of people entering the office is increasing. THE THING has also made some changes slowly.

From the start of the business, T-shirt is the main form, illustration is used to express, the famous LOGO makes jokes or popular Internet events do two works, so as to produce a resonance with the public, but there is no obvious state, and the pursuit of "feeling with the feeling" is fresh.

In recent years, people began to have a deeper understanding of the word "Chao". Simple graphic changes can no longer satisfy some consumers. The spirit of THE THING is gradually adjusting, making stronger identification become the focus of its exploration.

Zheng Yi analyzed more and more tide cards in the way of creating a pattern to drop and paste repeatedly. They use patterns, Logo and other ways to solve the difference, but the core of the brand should be the internal story. This keyword must be firmly guarded. The most important point of THE THING is to create its own originality. The design is not only popular symbolic use, THE THING will create new things every year, according to the story, around the brand to convey the core, from which to create an image, resulting in the design.

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Big difference between online and offline

At present, THETHING's more than 30 entity shops are mainly concentrated in the East and Northeast China, and the entities are mainly taking the volume of selling as the main selling mode and the more diversified concept store mode.

In the concept store, consumers can buy some limited series, and the story of the window will be more complete. For the product, the whole property display will be more complete, so that consumers can better understand the brand tonality. While the main selling shop focuses on sales volume due to space constraints, the two forms of matching make the line of THE THING more changeable.

As the growth trend of offline entities tends to be stable nowadays, THE THING has been looking for growth points from the Internet in the past few years. Zheng said that the THE THING line in the early years was similar to many traditional brands, and it might just be a sale of tail goods. Until nearly two years, the importance of the electricity supplier began to emerge in the company strategy.

The sales volume of THE THING has exceeded 20 million from 700 in 2013, and the sales scale has also changed from the original 1:3 to 4:6.

After several years of exploration, THE THING found that there are many differences between consumers online and offline.

Online consumers are very sensitive to prices, and prices basically determine the consumer group, while online shopping is not necessarily; online easy to create so-called explosive property goods, consumers' praise and sales records have a greater impact on subsequent consumption. After all, the purchase of most recognized goods seems to be a more reasonable choice under the premise of not being physically attractive, but this characteristic is not obvious online, and personal orientation is more obvious under offline purchase.

According to the different crowd characteristics of different channels, THE THING will set different contents. First of all, the emergence of online special contribution is to solve the conflict between goods and lines while meeting the needs of different groups. The online style will be more favorable in terms of price.

THE THING promotes a series of cooperation online every year, so as to eliminate the sense of offline boundaries and create a sense of Internet without boundaries.

Because the Internet is spreading faster and has wider coverage, the roadshow under the original line is punctuate, while on the Internet, the saturation of the crowd is relatively high, and the public number and the release of the media are easy to spread.

But at present, THE THING is still not ideal for online customer maintenance. Therefore, in 2016, this will become the focus of THE THING. After all, the cost of new passenger drainage is very high, but maintaining the old customer is actually a very complicated matter, such as providing goods to consumers, judging from the motives of the old customers what kind of customers they belong to, which requires detailed analysis based on data analysis.

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"Tide cards are things that need to be done down."

From the character of the brand, THETHING chooses to divide the series from the design style. One is the FG (city life) series, which is located around 20 years old. It is biased towards the American street style. The version is more comfortable and emphasizes the use of color. It is young to jump and highlight personality. It is suitable for the young people who are active in the streets and lanes of the city. The other part is the OTD (outdoor) series of the relatively mature population, advocating the way out of the city life, the more exquisite fabric on the clothing, emphasizing the functional coat.

THETHING is committed to bringing the concept of "fashion design" to various cities in China. It insists on paying attention to the atmosphere of China's creative industry and providing design communication platform, and continuously cooperating with cultural organizations and individuals throughout the country.

More than once, Zheng emphasized that "tide cards are things that need to be done down".

The core of the fashion brand is street brand. Its core is villain. It has its own attitude and way of life. This is the core of the young people's consumption psychology. The originality behind it is what THETHING is groping for.

As a matter of fact, in 2009, Zheng was born to make a more rich idea of how to make a product.

In 2010, THETHING extended its concern to music, art, fashion and other fields, and joined hands with five creative industries: "photographer", "fashion designer", "graphic designer", "musician" and "illustrator" to launch cross border cooperation project "THETHING reaction".

"THETHING reaction" is not restricted by any restrictions. Creative people can find creative inspiration from anything and emotion. Through their exclusive design language and THETHING's brand spirit, there is another possibility.

In recent years, THETHING has launched a more comprehensive category of goods, from the original 60 to around 200 products per quarter, a richer category allows THETHING to reach a wider population.

In addition, Zheng Yi also wants the seller to disclose that although THETHING is now trying more categories, it is still operating the single brand, and will follow the brand to make it more plump. What THETHING wants to build is an attitude brand, and then around this attitude to build the entire product chain, which will no longer be confined to the tide of men's clothing.

But the only thing that remains unchanged is the differentiation of personality.

For more and more tide merchants, the competition is becoming more and more intense. This is not what THETHING should consider at present: "building barriers is a self protective strategy, and THETHING is not yet well developed."

To create more new things is always the core idea of the company, and it is a matter of course to follow the creation of this thing.