YIRANTIAN EVE XIA
NAITNARIY-3 TCEJORP- AIX EVE
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PART I AITNARIY-4 TCEJORP- AIX EVE
DISTRTIBUTION PLAN HONG KONG, CHINA (2020)
Brand overview Brand analysis Brand positioning Perceptual map Market size Target segmentation(in detail) Distribution model Digital/ off-line channel Recommendation Previous Sales analysis Tmall Sales forecasting
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BRAND OVERVIEW Founded in 2014,ShangHai, China Yirantian Guo, the Chief Designer of this brand, graduated from the London College of Fashion - University of the Arts London (UAL) with
NAITNARIY-4 TCEJORP- AIX EVE
a bachelor’s degree and a master’s degree in women’s wear design. After her graduation in 2014, Yirantian Guo returned to Shanghai, where the label is based, and established her eponymous brand YIRANTIAN. She went on to establish YIRANTIAN JEWELRY, a jewelry design brand, in 2016. YIRANTIAN pays detailed attention to the fabric and creative design of each garment to ensure high quality unique urban-wear for women.
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Its exquisite cuts and patterns embody. ”YIRANTIAN”, 2020)
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PRODUCT PRODUCT CATEGORIES WOMEN’S WEAR APPEAR: OUTERWEAR/ TOP/ TROUSERS ACC : BAGS/ SHOES/ ACC PRICE RANGE 13000RMB
：499 RMB -
(“YIRANTIAN,2019)
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' She is somebody who is very sure of her sartorial choices and herself. '
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TARGET CUSTOMER 25-45years old
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career women / Models/ KOLs/ stylist /Freelancers("Sina Visitor System", 2019) white collar workers / PR /occasion demands Spinsterhood/ married with/without kids Income Level :disposable income
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YIRANTIAN ’s signature style has strong in balance of femininity and classic design, the main customers are the women who has classic, modern look. According to the demographic segmentation, most of them are females who are 25years old and above, relatively higher income level and work outside as working women. (some of them might just get into crucial position) In term of geographic segmentation, mostly they live Southern areas of China, especially, fashion venues such as Shanghai, Hangzhou, Zhejiang so on. Most of them spend their lives in the cities relatively achieve financial independent. The products of YIRANTIAN have been related to the customers’ needs which are to receive reliability, status in the society, respect by others, and confidence. They enjoy the customer engagement like gallery styling share event hold
STRENGTH
WEAKNESS only 6-years of manufacturing background The uncertainty of the supply-chain and the forecasting of the inventory Weak engagement in sustainability development
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OPPOTUNITY China is recovering after the lockdown, People are looking for the next purchase. Pop-up in high traffic location in order to increase brand awareness and visibility Collaboration experience with Visa and Shanghai artists, crossover cooperation would be smoothly communicated The Arabica coffee, People just return to work, the increasing demand for coffee
THREAT Unstable economic status uncertainty of the participants. High competition: all brands are attempting to capture customers' attention.
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Continuous focus on Product development and design up-gradation Affordable price and design Chinese national pride has been noticeably high in the month.and consumers are more inclined to buy “China-first Established WeChat group and online livtreaming provide relatively strong relationship with customer Well-established branding Tmall flagship store
SWOT ANALYSIS
Direct competitors as Chinese individual Designer brands which design the womenswear. VEGA ZAUSHI WANG also have the same range of target customer in certain price range
Indirect competitors: CELINE signature style has strong in balance of femininity and classic design, which is smaller to YIRANTIAN style. Relevantly lower price and high quality could be the main drive for YIRANTIAN to draw customers’ attention .
BRAN POSITION
HIGH PRICE $$$$$$
CLASSIC
PERCEPTUAL MAP
FEMININITY
LOW PRICE $$$
PART I : DISTRUBUTION PLAN
HONG KONG, CHINA 2019 INDUSTRY-SPECIFIC MARKET ANALYSIS IN THE SELECTED COUNTRY
MARKET SIZE Sales of women's Outerwear in Hong Kong, China HEADLINES OIDUTS GNIGAMI LLABDDO | LASOPORP SSENISUB
Womenswear grows by 2%, reaching HKD27.0 billion in 2018 H&M loses ground in the category
Womenswear is set to achieve a current value CAGR of 3% (CAGR of 0% at constant 2018 prices) over the forecast period, and reach HKD30.7 billion in 2023
Genderless fashion arrives
Korea continues to be the big influencer Influences from Korea have long persisted in local fashion, and they are expected to continue to lead growth in affordable womenswear. The Korean trend began with millennials and was inherited by Generation Z through Korean television drama and K-pop music. Korean fashion brand Chuu has opened its first flagship store in Shibuya 109 Hong Kong, accelerating the Korean influence on local women’s fashion. With no sign of the trend cooling down, it is expected that more Korean brands will appear in Hong Kong.
The gender-neutral trend has arrived in the domestic fashion industry. While the unisex collection is nothing innovative in Hong Kong, the “anti-sexual stereotyping� atmosphere that has spread from Western society to the local community is fuelling the trend up once again. Organizations such as the Hong Kong Federation of Women's Centres and the Association of Accredited Advertising Agencies of Hong Kong (HK4As) have monitored the phenomenon and tried to eliminate all forms of discrimination against women. Generation Z, a generation that identifies less with conventional gender labels, has opened a market gap for unisex clothing. Gucci has merged its men's and women's collections into one for its runways inundated with gender-neutral statements; while local designer Harrison Wong has included a large variety of oversized and unisex clothing in his latest collection. All these examples indicate that the domestic
PSYCHOGRAPHIC SEGMENTATION
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HONG KONG
TARGET SEGMENTATION
DEMOGRAPHIC 03 SEGMENTATION Age : 25 - 54 Gender: Female Occupation :Designers/ art area/ banker/ business(HK)/Musician/ Entrepreneur/Major Assistant Income Level: HKD$20,00060,000 monthly
GEOGRAPHIC SEGMENTATION HONG KONG 1)Living area mostly Kowloon and Hong Kong Island, Urban area 2) K11 MUSEA (New shopping mall) 3) Star Street Precinct most global neighborhood in Hong Kong; (Pacific Place Commercial Buildings)
1) Early Majority 2) Value work/ Life Balance 3) Independent 4) Self-sufficient 5) Technologically Adept 6) View shopping as leisure
BUYING BEHAVIOR Unstable economic status 1)Prefer to shop in stores 2) Communication Channel : Email > Social Media 3) Occasions: Occasion demand clothes for everyday workwear/ leisurewear. 4) shopping for cloth onethree times a month or once few month 5) Influence on Decision to Buy: Advice from Sale Rep, Friends, Advertising,and Research from online
HONG KONG
GEOGRPHIC SEGMENTATION
01 02 04 The median income of people in shopping area is between the range from 20,000 to 36,000 HKD
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OIDUTS GNIGAMI LLABDDO | LASOPORP SSENISUB
PHYCOLOGIC SEGMENTATION
The social status of Hong Kong women has been constantly high 22200HKD-61400HKD 25-54years old
HONG KONG
BUYING BEHAVIOR
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HONG KONG
BUYING BEHAVIOR
DISTRIBUTION MODEL
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DIGITAL DISTRIBUTION 14 MODEL
SITE 14 SELECTION
OFFLINE CHANNEL
RECOMMENDATION
SALES FORECASTING
PREVIOUS SALES ANALYSIS TMALL
SALES FORECASTING " FARFETCH SALES FORECASTING RANGE ¥274473.67 459615.04 GROSS PROFITS RANGE ¥120768.42 202230.62
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YIRANTIAN
PART II PROMOTION PLAN SHANGHAI, CHINA (2020) EVE XIA
PART II PROMOTION PLAN SHANGHAI, CHINA (2020)
Project rationale Three target market profiles Marketing strategy Marketing message Location Inspiration Interior design Floor plan App proposal How it works App content App function App presentation
The crisis is affecting our daily lives, instilling anxiety, and uncertainty in the minds of almost everyone. Indeed, consumer pessimism about the economy is widespread, and the nearly threemonth of lockdown reminds people how much they love nature. Our target groups, who are all some sort under tremendous pressures these days, so does the brand itself. So Yirantian would invite all the followers to join the event and get into our popup store, enjoy a moment of peace, sharing the stories, and enjoy a slow down free moment. In the store, we would collaborate with the most popular coffee in Shanghai, % Arabica. Because we all know, no one could survive without coffee in the daytime. YIRANTIAN brings the concept of a picnic party to relieve the pressure and bring freshly and positively sense to customers. A pop-up store inspired by the latest trend picnic where attendees could purchase current collection would be the main event. And the pop-up store would be started with a sharing party hosted by designer herself, and the event would need RSVP advanced.
PROJECT RATIONAE
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TARGET MARKET PROFILE Jiayi, with age in secret (around 30 Chinese KOL, PR, stylist, model. Weibo 25k followers
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Jiayi has work in fashion industry for 7 years, now she is a working as a fashion PR in Shanghai, she also enjoy being the model and stylist. She stays on top of trends while remaining true to her personal style. She insists that she will not get married anytime
TARGET MARKET PROFILE
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Janice, 35 Consulting company manger Has a 5 year old girl
She cares about fashion and there always a occasion for her to dress professionally. A suits will always be prepered in her office.
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Janice is the leader of a team of 7 colleagues. She has worked at home since the lockdown, she is so glad the school is starting this month, so she could have some own space after sending her angle daughter lili to school.
TARGET MARKET PROFILE
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Helena, 26 Freelancer, blogger RED with 5k followers,
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She enjoys taking photos of people on the street interacting with each other, went to Art Basel and love to visit galleries.
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Graduate from the London College of Fashion with a degree in Visual Communications. She travels constantly and currently stay at Shanghai because of the lockdown
MARKET STRATEGY collect the latest customer insight increasing the customer intimacy by hosting the sharing party setting up brand own customer statistics collaboration with coffee brand, increasing the average length of stay per customer provide the promotion sale activities buy 2000+RMB gain an 20%off coupon Have special gifts sector in a weekly basis in pop-up store, to increase the in-store traffic.
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maximize User Generated Content encourage users’ posts with the gallery portion of and interact more with each other. The event is guest list only and that goes for the application as well. each customer who scan and join the offical wesite group and wechat group get a take away
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The wave of picnics is now accompanied by the arrival of spring. The ups and downs of the epidemic are depressing, but the spring that comes as expected soothes people. There was no way to gather in the restaurant now, however the two-by-three party on the outdoor lawn was acquiesced. From the end of March to the beginning of April, a picnic scene appeared sporadically in my circle of friends. This phenomenon reached its climax during the "May Day" after the epidemic quarantine and control were downgraded
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Adult's Escape PICNIC
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#100% STRESS RELIEF #HEAL YOUR SUMMERTIME SADNESS #PICNIC WITH YIRANTIAN
MARKET MESSAGE
LOCATION The location of the pop is the Arabica store in ShangHai Jianshe west street the brand aesthetic is similar to Yirantian and its strong nature and minimalism style is close to the marketing massages.
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In additional, this site is a very popular place due to the photo took by KOLs and the unique in-store interior design. And the store is located in Xuhui district where surrounded by official buildings, studio and companies.
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In store design The brand is relevant to our brand image and there is an area could be used for the pop up
INSPIRATION
#PICNIC WITH YIRANTIAN #100% STRESS RELIEF #HEAL YOUR SUMMERTIME SADNESS
INTERIOR DESIGN
POP-UP Collaboration Store
YIRANTIAN& ARABICA
Photo zone
POP-UP Collaboration Store
YIRANTIAN&Arabica FLOOR PLAN
Fitting room
presentation room
VIP area instore purchase zone
water fall POP-UP Collaboration Store, YIRANTIAN& Arabica, provide the outdoor and indoor comfort zones for customer to relieve their stress and to access to
Photo zone Picnic area
Coffee store mini presentation area
the nature The out door and indoor all have communication area and the middle of the store provide VIP area to provide a deeper conversition atmosphere
App
YIRANTIAN DIGITAL SHOWROOM
APP PROPOSAL YIRANTIANdigital showroom A NEW ERA FOR BRAND WHOLESALERS
FOR BUYER
FOR YIRANTIAN Customer
Give Yirantian‘s potential buyers & customers an engaging, dynamic and rich experience Minimize travel for target clients and sales representatives Reduce samples & operational costs to a minimum Plan through using data & analytics derived from YIRANTIAN buyers’ behavior and customers‘ preferences. Shorten sale cycles & increase margins of YIRANTIAN Provide a unified, controllable brand experience
BUYER
CUSTOMER
HOW IT WORKS 360° Showroom app Buyers and customers can immerse themselves in 360° images of designer collections understanding fabrications, intricate details and silhouettes INTERACTIVE Drag to spin & review every aspect of a product SUPER ZOOM Overcome the need to touch & feel; texture & embellishment perfectly captured MULTI-ANGLE Front, back, side so every detail is visible SUPERIOR PRODUCT DETAILS Style details, descriptions, fabrications, sizing & pricing in one consolidated place
APP CONTENT FOR BUYER
FOR YIRANTIAN Customer
SEASON RUNWAY REVIEW
LOOK BOOK& PRODUCT DETAILS
360-DEGREE PRESENTATION
PRICE & ORDER DISCOUNT
TRANDS INTRODUCTION
SHARING CONFERENCE
LOOKBOOK
APP
FOR YIRANTIAN Customer
FOR BUYER
APP FOUNCTION
LOOKBOOK OVERVIEW 360 DEGREE PRESENTATION AR "TRY ME ON"
APP FOUNCTION
RUNWAY REVIEW
APP FOUNCTION
PURCHASE FOUNCTION
APP FOUNCTION
EVENT RSVP FOUNCTION TREND SHARING CONFERENCE
APP
CLICK HERE
https://xd.adobe.com/view/37177d db-d1d9-473e-6cfe-136f2a24adfe4126/
Reference YIRANTIAN | SHANGHAI FASHION WEEK. (2019). Retrieved 29 September 2019, from http://www.shanghaifashionweek.com/en/node/60 YIRANTIANofficialwebsite. (2019). Retrieved 29 September 2019, from https://yirantian.com China's Young Designers Fight for Fashion Democracy | Jing Daily. (2019). Retrieved 29 September 2019, from https://jingdaily.com/china-fashion-democracy/ VEGA ZAISHI WANG. (2019). Retrieved 29 September 2019, from https://www.vegazaishiwang.com VEGA ZAISHI WANG. (2019). Retrieved 30 September 2019, from https://www.vegazaishiwang.com "Stadium Goods Farfetch Sole DXB Dubai Pop-Up | Sneakernews.Com". 2019. Sneaker News. https://sneakernews.com/2018/12/07/stadium-goods-farfetch-sole-dxb-dubai/. “Farfetch Limited - Financial News". 2019. Farfetchinvestors.Com. https://www.farfetchinvestors.com/financial-news/default.aspx. “China's JD.Com Teams Up With Farfetch To Attract Luxury Shoppers". 2019. U.S.. https://www.reuters.com/article/us-farfetch-jd-comchina/chinas-jd-com-teams-up-with-farfetch-to-attract-luxury-shoppers-idUSKCN1QH2GG.