Red Bean News: Sales Volume And Public Praise Are Booming! The Secret Behind The Popular "Red Bean Zero Sense Shirt"

As soon as it was listed, it set off a "national craze", sold more than one million pieces, and won six awards in five countries. What created this double legend of sales and public praise was the "black technology" high-end transformation product launched by Red Bean Co., Ltd. - Red Bean 0-Sense Comfort Shirt.

Red bean 0 sense comfortable shirt is popular, bearing people's yearning for a better life, and also demonstrating the cultural confidence of Chinese consumers. However, the emergence of this popular product is by no means accidental. All good products are the result of long-term accumulation, which is inseparable from the brand gene and shows the technological strength behind them.

As early as its founding, Red Bean has been deeply involved in the field of comfortable men's wear. During 67 years of exploration, it has owned 128 comfort patents in shape, fabric, process and design, accumulated 3 million Asian men's body data, accumulated enough professional strength, and created a new generation of comfortable shirts leading the industry's comfortable trend - 0-sense comfortable shirts, which sold 1 million copies, It is well recognized by the market and consumers.

　 Innovative empowerment, zero sense comfort shirt extends the brand "lifeline"

At present, fashionable and comfortable clothing is becoming an important direction for clothing enterprises to compete for market share, and the market will continue to expand in the future.

As the masterpiece of the high-end transformation and upgrading of Red Bean, the 0-sense comfortable shirt not only carries a strong product force, but also extends the "lifeline" of the brand and broadens the future market space.

With the development of the new consumption trend, Red Bean is fully aware of this truth and clearly states that, "Focusing on the new track of comfort, and defining the new positioning of the brand of" classic comfortable men's wear ", the company focuses on the development of red bean comfortable men's wear global retail business, accelerates the implementation of high-end, digital and intelligent, online construction to create high-quality brands, accelerates the cultivation of new quality productivity to promote high-quality development, allows more people to wear luxury comfortable men's wear, and is committed to becoming a leading enterprise in the men's wear industry" 。

Global cutting-edge equipment and 5G intelligent production factory have laid the scientific and technological foundation of Red Bean. With the support of science and technology, Red Bean has transformed to a higher standard and higher quality, and continuously strengthened its product strength. The renewal and upgrading of 0-sense comfortable shirt is in line with the consistent pursuit of Hongdou Shares for quality. Behind it is the brand strength of Hongdou Shares to strengthen product research and development and promote comfort upgrading. It is also the constant intention of listening to consumer feedback and attaching importance to user experience.

The popularity of the "zero sense comfortable shirt", which sells 1 million pieces, is frequent. First, a HeiQ polymer with the unique performance of "heat shrinking and cold swelling" is added to the fabric, so that the shirt can successfully achieve the effect of intelligent temperature control (± 2 ℃) and ensure the best comfort of the wearer; The second is to choose functional fiber blend fabric from China and Austria. The fiber length of 20km is only 2g, which is 1/5 thinner than silk, and easy to care for without ironing. This year, the comfort level has increased by 36%.

Not only that, "Zero Sense Comfort Shirt" also combines ergonomics to create five 3D three-dimensional tailoring and 10 high definition processes, especially two disruptive technological innovations. It is precisely because "Zero Sense Comfort Shirt" always puts scientific and technological innovation in the first place, takes comfort as the anchor point of value, achieves perfection around the pain points of users, forms differentiated core competitiveness, and can continue to sell well.

In order to quickly let consumers form a sense of identity, Red Bean also plans "new AR" A series of brand events, such as the press conference, "Qi Wei's endorsement of men's clothing", "Luo Yonghao only needs this black shirt", "International supermodel Jin Dachuan performs in two cities", and "Appearing in three fashion highlands in France, Britain, and Italy". It also launched celebrity stars such as Hu Bing, Wu Xiaobo and Jin Dachuan, as well as numerous street shooting and grass planting stars, to create a star piece that celebrities and stars love to wear, covering popular social media platforms such as WeChat, Tiao Yin and Little Red Book, and to enhance the communication effect of brand communication through content grass planting, e-commerce live broadcast, keyword search optimization and other forms.

Data is the best proof. Driven by the popular product "Zero Comfort Shirts", Red Bean has opened a new round of growth space. In 2023, the net profit will double, and the revenue of the shirt category will continue to rise for three years. The performance is really eye-catching. Recently, Red Bean Comfortable Men's Wear was awarded the "Zero Sense Shirt" by Euromonitor, a global authoritative market research organization China First "market status statement certification.

　　 Comfort strategy, continue to lead the high-end transformation of Hongdou

Continuous deep cultivation and continuous iterative improvement with professional strength are the underlying logic of high-quality brand development in the new era, and also the inevitable path to realize the value transition from "follow" to "lead".

From creating a new track for comfortable men's wear to becoming the leader of the comfortable track today, Red Bean has not only accumulated the brand heritage, but also timely seized the development opportunities of the times, achieved new breakthroughs in high-end transformation, and embarked on a new journey in brand development.

Behind the comfort strategy of Red Bean, there are three basic strengths: product strength, channel strength and brand strength. Wang Changhui, General Manager of Hongdou, believes that "only by creating differentiated brand value for users can we have the opportunity to win the future. Hongdou Comfort Men's Wear will connect with broader comfort needs through differentiated comfort strategy, launch three major campaigns, and achieve leapfrog growth of the brand."

In the past two years, with the gradual implementation of strategic matching actions such as products, channels and communication, the comfort strategy of Red Bean has entered a new development stage. It has changed from the sales model to the brand model. It has made phased breakthroughs in such indicators as customer unit price, joint rate and repurchase rate, and its profitability has been effectively improved. Based on high-end transformation and penetrating the market with comfort, this strategic upgrade of Red Bean is of great significance and is a key measure to inject new vitality through self innovation.

"No pains, no gains". Although the high-end transformation time is not long, many core data of Red Bean will grow steadily in 2023, verifying the correctness of its transformation. Capture dividends in the broad men's wear market and create differentiated advantages, all of which highlight the huge improvement of the operation and management level of Red Bean.

Chinese brand, bravely set the tide of the new era! Time and time again, the market has been scouring the sand, which has also proved that the brand must always maintain its internal innovation vitality, aim at the forefront of development, and give play to the brand advantage to "sing on the waves" on each wave. With breakthroughs in scientific and technological innovation, Red Bean will actively embrace the new era and new demand in the tide of the times. In the future, Red Bean men's clothing will continue to release popular products, shape consumers' new awareness of comfortable men's clothing with high-quality comfortable products, and let more people wear luxury comfortable men's clothing.

The efforts made by Red Bean are obviously far beyond what we can see, and its development potential is even greater. In the field of men's wear, the concentration of the Chinese market is still not high, and Red Bean has seen the opportunity, and has shown a firm will to compete in the characteristic competition path, which has laid the foundation for its future achievements. In the first quarter of 2024, the performance of Hongdou shares continued to rise, and the net profit attributable to shareholders of the listed company reached 41.2338 million yuan, an increase of 31.08% over the same period last year. This brand, which has been deeply rooted in the big fashion industry for 67 years, will undoubtedly continue to bring more surprises to consumers with its unique charm!