Red Beans: 0-Sense Comfortable Shirt, Light Luxury Custom-Made Guochao People Friendly "Core" Clothes

How can an ordinary shirt be comfortable and straight? How to keep high quality and price friendly? Red bean men's wear, 0 sense comfortable shirt to do.

On the day of its launch, it became the No.1 in the sales of shirt category items on Jingdong platform, and No.1 in the sales of shirt category stores and shirt category items on tmall platform. At the same time, according to Taobao business consultant data, the number of visitors to tmall red bean official flagship store increased by more than 242.3% over the same period in 2021.

Why is this shirt so popular?

-- the answer is that it is only because of "comfort", and comfort comes from "0 feeling", that is, 0 pressure, 0 wrinkle, 0 friction and 0 restraint.

Technology innovation creates comfort

To achieve the absolute comfort of the shirt, the choice of fabric is the most important. Choose a good comfortable fabric, a good shirt is more than half the success.

In order to select a fabric with the best skin feeling, the design team visited and consulted all high-end material suppliers at home and abroad, such as the swing series of aibini in Italy, the antibacterial series of Getzner from Austria, and the cotton Tencel elastic series of Lutai in China, etc. Finally, the red beans chose to use the functional fiber blended fabrics of China and Austria.

In order to keep the shirt dry and breathable while keeping warm, red bean men's wear and Swiss heiQ team have carried out strategic cooperation, creatively adding heiQ polymer patent to the shirt, so that the shirt can sense the body surface temperature and sweating degree, realize intelligent temperature control, and have "cool feeling" when hot and "warm" when cold.

Red bean men's wear also applied suit technology to this 0-sense comfortable shirt. Seven craftsmen with 10-year experience were invited to create 5 3D three-dimensional tailoring, which realized breathing collar, duck egg sleeve cage, parabola back, parachute cuffs and inclusive belly circumference, giving the lining shirt more delicate details, which can be compared with "the second skin of human body".

In addition, the team also added three luxury grade accessories. Germany Wendler high-end spinning lining, washing for many times is not easy to deform; German gutermann high-end sewing thread, high strength and toughness; With Jingdezhen Ceramic Buttons and 24 diamond cutting technology, you can see the aesthetic taste in details and show the quality of luxury grade.

In order to fit Chinese men's figure more closely, in the process of research and development, the designers of red bean men's wear have reviewed and summarized the body data of 3 million Asian men and 168 tailoring styles accumulated by brands in the past 65 years; With the assistance of Armani's former vice president of design, through 3D three-dimensional tailoring, through more than 20 times of modification, 208 times of printing, 102 production processes and 10 high setting process settings, the optimal 0-sense shirt in line with Chinese men's figure was finally created, realizing the absolute comfort breakthrough in all dimensions.

Some authoritative organizations have compared red bean 0 comfortable shirt with Italian and German luxury shirts. The test results show that the red bean 0 comfortable shirt has achieved the leading position in terms of elasticity, easy care and details. "This is an unparalleled 0 sense technology shirt in the industry" has been commented by authoritative people. It has won the French double faced God Design Award and the Italian "a" design award, one of the most influential awards in the world's creative design field, and China's balsa men's shirt of the Year Award.

What's more surprising is that the red bean 0 comfortable shirt, which reaches the luxury level, has a national retail price of 399 yuan. High quality fabrics and accessories, together with first-class design, patented technology, intelligent technology and ingenious manufacturing, finally achieved the people-friendly price, showing the intimate and sincerity of red beans everywhere.

　　 Deepen the field of men's wear and pay attention to men's clothing demand

Hongdou was founded in 1957. In the past 65 years, Hongdou has been carrying the road with clothes, focusing on specialty, and constantly updating the definition of comfort and quality of Chinese clothing with one piece of sincere work.

Adhering to the insistence on every needle and thread and adhering to the brand concept of high cost performance, red bean men's wear has always been striving to let more people wear luxury level men's wear. Until today, the red bean men's wear, which has become a Chinese classic comfortable men's wear brand, still maintains the most full enthusiasm and consistent pursuit for the cost-effectiveness, beauty and extreme comfort experience of the shirt.

Since the beginning of 2008, red bean men's wear has introduced global design resources, and gathered the world's cutting-edge equipment such as Italy, France, Germany, Sweden, etc., and began to build an international leading intelligent production factory, which also laid the foundation for the production of comfortable shirts. By 2020, this technology has become the basis of comfort technology. In 2021, red beans have selected comfortable raw materials from 7 countries in the world, and their quality has been certified by 9 countries in the world. From this, red bean's pursuit of shirt quality can be seen.

In the past decade, men's aesthetic and consumption have risen, and beauty, shoes and clothing, accessories and fitness have been growing steadily every year. Questmobile's 2021 men's consumption insight report points out that 55% of male users spend more than 1000 yuan a month online, which is higher than that of women (45%). According to the third-party survey data, the overall market capacity of men's wear is close to 600 billion yuan, showing a trend of more and more differentiation and specialization.

However, looking at the famous shirt brands on sale in China, almost all of them are monopolized by foreign countries, and their prices are very expensive. The right of discourse and pricing has long been in the hands of the West. How to produce a comfortable and acceptable luxury shirt is a problem that Chinese men's wear enterprises have been thinking about. Similarly, this is the focus of red bean's attention.

Focusing on consumers, red beans see their "pain points" on Shirts: first, shirts are easy to wrinkle, not fit and comfortable; Second, most of the well-known brands in the shirts have pure western blood, and the pricing power has always been in the hands of Western brands, and the price of high-end shirts has always been high.

If you don't forget it, it will reverberate. Because of this, red beans will give birth to luxury grade people-friendly 0-sense comfortable shirt.

　 New track layout, red beans can be expected in the future

As a classic national brand, Jiangsu Hongdou Industrial Co., Ltd. (hereinafter referred to as "Hongdou shares", 600400. SH) has delivered a beautiful report card with steady progress.

According to the latest financial report data, the operating income of Hongdou in 2021 is 2.343 billion yuan, and the net profit attributable to the shareholders of the parent company is 76.97 million yuan. Among them, the revenue of main clothing business was 1.952 billion yuan, with a year-on-year growth of 9.11%; The gross profit rate reached 32.18%, with a year-on-year increase of 5.78%.

Driven by the consumption upgrade, red bean men's wear also made a key strategic decision.

"In 2022, red bean men's wear will anchor the new track of" comfortable men's wear ", positioning" classic comfortable men's wear ", and show a new posture with a new strategy Dai Minjun, chairman of the company, said in March this year. This also means that red bean shares officially opened the "classic comfortable men's wear" strategy prologue, starting the transformation and upgrading of comfortable new track.

There will be more opportunities for the red bean industry to cover the current market share. According to the statistical data of Eurovision, the market scale of men's wear industry experienced double-digit high-speed growth from 2003 to 2011, and then slowed down after 2012. In 2020, the scale of the industry was slightly reduced due to the impact of the epidemic. Eurovision expects that the market will maintain a stable growth rate of 3% in the future.

In the torrent of industry development, red bean men's wear has always maintained a steady pace, steadily forward every step. Faced with the new trend of digital development, this old brand enterprise did not choose to be complacent. Instead, it faced the difficulties, faced the demand of consumption upgrading, and dared to continue innovation and breakthrough.

As a matter of fact, as early as 2020's financial report, Hongdou has long started to establish a global marketing system and promote the vertical extension of channels. While continuously improving the retail channels such as offline stores and traditional e-commerce, it actively arranges new e-commerce channels such as chattering sound and small programs, and constantly speeds up the evolution and upgrading around "people, goods and markets".

Today, Hongdou has established an omni channel marketing network system, and the omni channel marketing of "offline stores (joint marketing, direct marketing) + online stores (traditional e-commerce, social e-commerce, interest e-commerce)" has been formed. Among them, online stores rely on traditional e-commerce as the main source of sales, relying on platform traffic, and promote sales through live broadcast with goods; Social e-commerce such as wechat apps and other interested e-commerce such as twitter are mainly driven by social or content influence.

At present, the growth rate of men's wear industry is slowing down and there are many strong and powerful companies. Red bean men's wear of Hongdou shares takes the flow dividend platform of wechat applet as a breakthrough to accelerate the development of online social e-commerce business. According to the data, by the end of 2021, the online sales of red bean shares increased by 45.31% year-on-year, the gross profit rate increased by 11.41%, and the proportion of revenue increased to 24.73% for three years; The annual sales of small program business reached 289 million yuan, Gmv increased nearly three times, CRM membership reached 2.2 million, and consumer member repurchase increased by 18% year-on-year.

With the rapid development of e-commerce live broadcast, red bean men's wear also keeps pace with the times and is unwilling to lag behind. Red bean men's wear in Taobao, shaking sound invited the head anchor to help with the goods, offline stores vigorously develop video number live broadcast, reach more consumers with self broadcast. At present, all kinds of live broadcast have achieved good results. According to the data, in 2021, the sales volume of live broadcast will reach 67.428 million yuan, with a year-on-year increase of 216%. Among them, tmall broke through 21.6 million yuan for a single live broadcast of talent talent, which won the top spot in men's wear category on the same day.

In response, red bean said, "In 2022, the company will accelerate the online operation, deeply cultivate the small program operation in private domain, focus on the main e-commerce platforms of tmall, Shuo Yin and Jingdong, transform from traffic operation to brand operation, and upgrade the brand image expression and communication of comfortable men's wear with full contact. At the same time, it will promote the delivery and self broadcast business of talent, shorten the access path of users, and accelerate the integration of product and sales."

With the recovery of consumption, normalization of epidemic prevention and control and other favorable factors for the clothing industry continue to emerge, red bean shares will also quickly enter the transition harvest period, injecting a steady stream of young vitality into its brand image. It is believed that in the future, the potential of red bean shares will also bring "unlimited possibilities" to the market, so that more people can wear luxury comfortable shirts of red beans and fall in love with new red beans.