Shulou(Shulou.com)12/24 Report--

In December, less than a month before the end of 2023, Ouding OWN DREAM, as the representative brand of new domestic men's wear, officially unveiled their third direct store in Guangzhou: Guang Baitian he Zhongyi Store, which is also their fifth direct store layout in one month. This store also marks another solid step forward in Ouding's 2023-2024 "South and North War Shenzhou Journey" plan.

This unicorn, which combines cool techs innovation and the upgrading of menswear aesthetics, has once again played the bugle of the brand's great progress in the thousand-year-old commercial capital of China. Practice the movement for the brand value of "life from now on", and make a resounding perfect footnote.

Highlight the brand tone of the brand science and technology gray, Ouding will be full of scientific and technological beauty and elastic philosophy Zen "Ouding rising Flag" design elements, with avant-garde and luxurious design language for innovative space aesthetic interpretation.

The use of gold and black metal to create a magnificent gatehouse full of geometric beauty, set up between the mall ceiling and the floor, forming a pattern of wealth from all sides and gold from all over the world, full of beautiful oriental meaning, hitting the aesthetic psychological expectations of brand consumers. At the same time, with the help of elegant European oak material to create a connection between the shelf "bones", showing a square inch of strength and beauty, respect and luxury. In particular, the eye-catching Ouding "Elizabeth" shirt area in front of the door has created a flexible Zen white that belongs to Ouding, which is harmonious and elegant and graceful. The slogan "NO.1 sales of high-end shirts over 500RMB" is like a medal shining on the noble and extraordinary origin of the brand.

At the same time, according to reliable sources, Ouding is also laying out the franchise channel, the first franchise store in Hunan has been confirmed to open on December 10, and the new franchise store has been determined to expand as far away as Ordos, Inner Mongolia. It is believed that with the amazing "Ouding speed", Ouding OWN DREAM with "high elastic shirt pioneer" will soon sweep the country's major cities, realizing "travel all over China". The strategic layout of the offline channel of the brand running through the north and south.

In just one month, from Guangzhou to Shenzhen, to the spread of the whole country from South China, Ouding OWN DREAM is accelerating the pace of store expansion. If the first half of the new consumption is online traffic, then in the second half, how to find a new growth pole from offline channels has become a common issue for all head brands. Ou will be able to break the situation against the trend, rush off the landing line in the off-season at the end of the year, and achieve a brilliant result of nearly 1,000 yuan per month in a very short time. How on earth can it be achieved?

Emphasize "static sales force" full brand image story product expression

As a brand originated online, Ouding's selling point advantage accumulated under the logic of explosive products lies in its direct access to accurate users. Through the expression of storytelling series products such as "Elizabeth" in space, it brings users a clear and three-dimensional image feeling. Ouding defines offline stores as the foothold of brand "static sales force", and deduces the brand temperament of "nobility, high elasticity and high comfort" in different dimensions from copywriting, pictures, videos and other terminal materials.

On the one hand, it respects the elements such as gold, marble texture and tonal tradition commonly used in traditional business menswear stores, and redesigns each store with the storytelling thinking of "adapting measures to local conditions". The publicity poster on each shelf is like an illustration of a story, and clothing categories with different design styles correspond to a deeply insightful copy of "Men deserve to have a high-performance shirt." It's a royal enjoyment. "you don't say it, AI knows you." it can not only cover multiple life scenes through clothing products, but also refresh consumers' emotional value experience through situational storytelling and tide flu, completely refreshing everyone's inherent understanding of business men's clothing stores.

Direct sales + join 1: 1 > 2 Euro fixed play to New Retail

As an important position for brands and users to "go two-way", direct offline channels are the current trend of new consumer brands starting from 0, and Ouding is no exception. The design, atmosphere, display and clerk in the store are all the contacts for consumers to perceive Oding OWN DREAM, through the strict control of the brand to ensure that the user experience is not compromised. Therefore, Ouding insists on making plates in direct stores to form a front-line combat experience, and then quickly standardize and liberalize to join and copy experience, cycle verification. For example, Ouding attaches great importance to training related to product packaging stories for shop assistants to ensure that in addition to the basic product information, they can also convey the culture and connotation behind the products to users instantly with the help of storytelling.

As the core differences of European OWN DREAM products, high-tech bullet and AI customized version are the "nuclear weapons" that face users' preferences and upgrade their consumption habits based on the needs of users. In order to make users believe the power of science and technology, every offline store of Ouding OWN DREAM men's wear is equipped with AI intelligent measuring machine in the store. Real-time one-minute AR body measurement machine, users only need to enter height and weight age in one simple step, big data will generate the corresponding customized version in real time, and you can also choose your favorite collar, cufflinks and even personalized embroidery patterns at the customized corner on the spot. It can be said that this upgrade experience, which combines user needs and has digital insight, is the differentiated innovation experience that Ouding OWN DREAM has inherited from online channel experience and brought to offline new retail.

The opening answer is bright, the future strategy is ambitious.

With the help of differentiation strategy and new retail play, Ouding OWN DREAM offline layout won the first battle. Then there will be a period of high-speed expansion of space for time, quantity and quality at the same time. According to the person in charge of the brand, next, the brand will not only continue to expand the number of direct stores in the core business district of first-and second-tier cities, but also follow the mission of everyone to enjoy a personalized and high-quality life, with the Pearl River Delta as the starting point. with the bold layout of the brand, it will spend $1 billion in the next three years to provide the global male group with a prestigious menswear experience. It is expected that the layout of 800-1000 offline stores will be rolled out in 2023-2024.

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