Shulou(Shulou.com)11/24 Report--

In recent years, the state has vigorously advocated scientific and technological innovation. Under the strategy of "making China intelligently," various high and new technologies have been applied to the field of traditional consumer goods. All walks of life have also begun to be reshaped. People's clothing, food, housing and transportation commodities have also ushered in an updated iteration.

The birth of a number of new consumer brands has revolutionized China's local market structure and upgraded people's consumption concept. Some people think that the new consumer goods adapt to the ever-upgrading demands of consumers, improve the market competitiveness of local brands, and even upgrade the traditional manufacturing industry that was originally "not cool enough." Marketing circle + brand explosion + manufacturing strength make Chinese emerging brands gain opportunities and outlets.

However, compared with industries such as catering and new energy vehicles that play with traffic, business men's wear enterprises are too silent in the competition of this new game. The cutting-edge unicorn brand OWN DREAM started with men's technology shirts with blank market space, took the lead in proposing the concept of "not collapsing collar, wearing European style", and recently created the first brand advertisement and marketing campaign, using virus out-of-circle play and products with more scientific and technological content to make the "old dragon clock" Chinese business men's wear industry shine. For Generation Z elites, the birth of "a new generation of technology shirts" was officially announced.

Differentiated "broken circle": making a piece of cloth into a technological item

Business or subversion, for Ou Ding, has never been a question but must do the right strategic multiple choice questions. With the recovery of business after the epidemic, the global shirt market has grown dramatically, valued at $500 billion by 2022. Compared with the huge growth volume, low-price competition and head brand siphon effect not only limit the vitality of the domestic shirt market, but also evolve into a brand red sea without waves. Since 2018, the shirt output of enterprises above designated size in China has declined year after year, and a few enterprises have taken most of the share. For example, in the shirt market, the price range of 500-1500 yuan, Youngor monopolizes about 4% of the sales volume of nearly 6 million pieces, followed by brands such as Septwolves and Nine Shepherd Kings. As an emerging brand, how to become the 1% that stands out, break free from the "others" in the statistical report, OWN DREAM chooses differentiation "out of the circle" to open up the second battlefield.

Zhu Jiayong, founder of Ouding, was born in shirt technology R & D and has nearly 20 years of experience in shirt industry R & D and supply chain management. In the early stage, a new production and marketing model of C2M customized production was successfully established. OWN DREAM is its second consecutive start-up brand with annual sales of more than 100 million yuan. After a deep insight into the application of 3D printing, artificial intelligence, Internet of Things and other technologies in shirt production, as well as innovative achievements in fabric yarn technology and weaving technology, we decided to start from the pain points of consumers who have long been ignored by the shirt industry and use new technologies to effectively solve and improve their wearing experience.

Almost every man has experienced the sense of restraint and tension brought about by the unfit shirt. OWN DREAM aims to make everyone enjoy personalized high-quality life as its mission. It positions the brand as a new generation of science and technology shirts. The founder has spent 10 years developing high-elastic skin-friendly fabrics, artificial intelligence algorithms + online mass customization systems of big data models and a number of ergonomic technological structure upgrades, shaping the DNA of OWN DREAM's scientific and technological items. The basic white shirt with strong style, pioneer and "black technology" temperament, which is different from other shirt brands from the strategic level, opens a new track with science and technology, and opens the road to upgrade and break through the industry "lane change overtaking."

Hard core technology shapes super symbols to create super items

Along the strategic positioning, in terms of products and research and development, OWN DREAM firmly implements science and technology. As the core of the brand, the shirt category reflects the body feeling upgrading standard reached by the product according to the "A / C / E / S" level of human comfort elasticity. As soon as the concept of "high elastic collar" and "new generation technology shirt" appeared, it caused turbulent waves in the silent red sea of traditional shirt industry. From traditional shirts to a new generation of shirts, the upgrade is technology, and what users really pay for is unprecedented comfort. Adhering to the strategic concept, the brand innovates and develops the "MOTION CLONE" somatosensory technology system by collecting R & D achievements. AI adaptive intelligent technology accurately customizes the version for each user. With the help of Mini programs, it can easily place orders for intelligent energy in one minute online, realizing "clone level combination"; while "S" yarn weaving technology and high weaving density technology bring various "optimal elastic body protection" with different strengths, which is comfortable, shape-fitting and skin-friendly.

As the most intuitive value selling point of users,"wing dynamics technology collar" helps brands successfully impress consumers 'minds, lays a unique product concept of brands and becomes a solid brand moat, while "AI adaptive intelligent technology" and brand unique "paratrooper high elastic yarn" technology are widely used in all categories of POLO shirts, jackets, suits, pants and other products under the brand through practice combined with other advanced clothing design concepts related to body science. At the same time, the brand deepens the application of science and technology, art, humanistic design and other overall elements, consolidating its status as a new species of men's race track that redefines science and technology and aesthetics.

With excellent operation, the newly-born Ouding at the end of 2020 has achieved revenue growth of 0 - 100 million yuan in only 12 months, with the number of users exceeding 500,000 yuan. The online shirt category sales of more than 500 yuan are TOP 1, and it is prepared that in the second half of 2023, Ouding physical stores will continue to enter the core business circle of first-tier and second-tier cities for six times.

Marketing out of the circle, a new generation of technology shirts is about to subvert the industry

"A new generation without a collapsed collar, unprecedented wow."

In the creation of this marketing offensive, OWN DREAM anti-routine does not seek perfection, but focuses the pain point of user scene on the pain point that is easy to be ignored, strengthens the brand exposure at the potential audience level by using visual contrast and exaggeration, establishes the equal sign formula between the embarrassment of consumer's shirt collar collapse and the influence on personal image in the workplace, and naturally plants the mind in people's hearts in anti-common sense, and then deeply influences consumers to generate new reasons for purchase.

With the help of the exposure and out-of-circle dissemination of the whole network of the series of advertisements, the brand has rapidly accumulated nearly 100 million exposures, and the daily registration volume of brand fans on the whole network has increased by 300%. 48.8% of the new users are under 30 years old, and the brand's sales performance on the whole network has increased by 35% on average in recent two months.

According to people familiar with the matter,"Don't collapse collar through Europe" is the first step of OWN DREAM brand strategy out of the circle, In the future will continue to add code in explosive marketing and brand cross-border, Expect Europe brand "Out of the circle" Road to bring more innovation and measures.

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