Congratulations! Another brand of Yaying enters the 1 billion club

As the global fashion industry encounters a major reshuffle, the trend of consumption upgrading is becoming more and more obvious. The domestic apparel group has also begun to set off a new wave of transformation and upgrading, and there is no way to always be evergreen by a single brand.

On March 25th, DOUBLOVE, a subsidiary of Yaying Group, released the 2018 autumn and winter collections at China International Fashion Week. This big show is the first show of the brand in China International Fashion Week, with the theme of “Meeting”, starting from Jiangnan, the birthplace of the brand. It is also the first time to show the public a new and diverse romantic style after the brand upgrade.

In order to highlight the brand's new concept of "Meet" ENCOUNTER, DOUBLOVE specially made the 2018 autumn and winter show into an X-shaped crossover, and invited the French-Chinese model Estelle, who first boarded the Wei Mi stage last year.

Chen, Supermodel, and Wang Xinyu appeared on the catwalk.

Fan Yujun, general manager of DOUBLOVE brand, said that innovation and quality are always the core of DOUBLOVE

In addition to the model lineup, the modeling team behind this big show can't be underestimated. In order to make the DOUBLOVE2018 autumn and winter big show more perfect, the brand invited the first-line team to help, including Vogue's well-known stylist Wu Hao, who has participated in the major international first-line brand show backstage makeup experience for 13 years. Xu Fengli and so on.

At the same time, actors Chen Burning, Liang Yuan, independent media person Wu Ling, brand friend Sui Bin and fashion blogger Bao Zizi and other people who have influence in social media are present to witness the new DOUBLOVE.

The picture shows the guest supermodel DO, actor Chen Burn, Liang Yuan, independent media person Wu Ling, brand friend Sui Bin and fashion blogger Bao Zizi, who participated in the DOUBLOVE2018 autumn and winter show.

Founded in 2009, DOUBLOVE is a young high-end fashion women's brand under the Yaying Group. The brand's aim is to evoke the creativity of young women consumers through beauty and aesthetic design. However, as younger groups gradually become the new force of fashion consumption, more and more domestic apparel brands are beginning to transform into younger ones, and some even choose to bid farewell to the original consumer groups and return to zero.

Different from the starting point of other domestic apparel brands, DOUBLOVE, which is aimed at young consumers in the early days of its establishment, seems to be more dominant. Therefore, in this round of brand upgrade, DOUBLOVE chose to start from the original, from the image, product, promotion and store and other dimensions.

It is reported that the comprehensive upgrade of DOUBLOVE2018 autumn and winter brand is dominated by well-known creative designer Sun Yiliang. With the brand concept of “love” and “romantic 邂逅” as the core, he created a new recognition VI for DOUBLOVE and designed a third-generation image for offline stores.

In terms of products, Director Cao chose to combine silk, velvet and other high-grade fabrics with details such as lace edges, diamond chains, color onions, sequins and rhinestones, and used pink as the main theme to highlight the new DOUBLOVE's free-spirited romanticism. More in line with the temperament of contemporary women. The series is divided into three chapters: exquisite aesthetics, elegant workplace and high street fashion. There are more than 40 different styles, and the main product is a dress.

The new DOUBLOVE collection has more than 40 different styles. The main product is a dress.

For the selection of China International Fashion Week as the first platform for DOUBLOVE's new image, Fan Lujun, general manager of DOUBLOVE brand, told fashion headline that China International Fashion Week is both a stage for Chinese fashion brands and a channel for Chinese fashion and international exchanges. Brands from Japan, South Korea, Singapore, France, Italy, the United States and other countries and regions have also begun to join. Therefore, participating in China International Fashion Week has a strategic significance for DOUBLOVE. It is not only the learning experience, the absorption of nutrients, but also the best embodiment of the power of Chinese fashion.

In the face of Chinese consumers with more and more international vision, creating uniqueness to achieve differentiation in the market has also become the key to the transformation and upgrading of local apparel brands. Earlier, some analysts pointed out that the rejuvenation of domestic brands often goes into the misunderstanding of form, but ignores the most crucial point: consumers' demand for brands is not only the demand for goods, but also the demand for emotional resonance. It is the core of the transformation of young people.

Different from other brands to reflect the youthfulness with cool elements and wide silhouette, DOUBLOVE is more forward-looking. It predicts the consumer's demand for emotional rejuvenation in advance, and chooses to use the emotional appeal of “love” as the entry point. Impress young female consumers.

In addition to upgrading its products and image, DOUBLOVE has increased its investment in marketing, including cooperation with young artists and stars, and invited international photography teams to shoot fashion blockbusters to create a more international brand image. In the latest advertising blockbuster, EstelleChen personally appeared to present the new series of DOUBLOVE products to consumers with a fresh, gentle and romantic image.

Faced with the gradual recovery of the overall environment of fashion retail, consumer shopping habits continue to migrate from physical to online. DOUBLOVE also pays attention to the development of e-commerce platform, constantly enhances the visual creativity of Tmall and WeChat Mall, and at the same time plans a variety of interactive content, attracting a large number of online consumers. According to the fashion headline network monitoring, the number of fans of DOUBLOVE Tmall flagship store has exceeded 190,000.

In addition, DOUBLOVE plans to start from the social media platform that young people love, to carry out creative marketing on Weibo and WeChat, and further upgrade the brand image and marketing methods of the promotion. In this big show, DOUBLOVE chose to firmly grasp the initiative of social media, not only in the DOUBLOVE official WeChat simultaneous release, but also live with the three live broadcast platforms of Tmall, Live and NetEase. In fact, there have been ten since its inception. DOUBLOVE has a place in the young high-end women's segment. According to DOUBLOVE's exclusive data on fashion headline, DOUBLOVE currently has more than 160 quality stores in major cities in China. Sales in 2017 increased by 34.7% compared with 2016, far higher than the average growth rate of the industry.

It is worth noting that at present, domestic apparel consumption now pays most attention to style and quality, reflecting that consumers' psychology is transforming from basic consumption to value consumption and individual consumption. In an interview, Fan Yijun emphasized that connecting with emotions is the first step. In the future, I hope to convey the lifestyle of DOUBLOVE to consumers. He said that innovation and quality are always at the core of DOUBLOVE.

With the advent of consumer upgrades and e-commerce oligarchy, the retail industry is pulling consumers back to physical stores by offering more fresh experiences. Fan Yujun revealed that in the future development, DOUBLOVE will add a lot of ideas in the service to fully enhance the consumer shopping experience.

DOUBLOVE understands the importance of talent for the sustainable development of the brand, so the brand will continue to absorb innovative talents in the future and maintain the brand's continuous creativity. For the future, DOUBLOVE chose to remain optimistic and cautious. It plans to further expand its high-quality store network while continuously improving itself. It is expected that the number of brand stores will exceed 220 in 2020, and annual sales will advance to 1 billion clubs.

However, in the face of increasingly complex environments and changing consumers, DOUBLOVE is more fortunate than other brands to have strong resources behind it. In the process of its continuous upgrading, the parent company Yaying Group is also growing and developing. Its business includes not only its own brand EP Yaying, Enpaiya N.Paia, but also the boutique retail collection brand brand 斓 斓 名 Grace Grace, Daya and children's wear. Collection store brand LittleSpace and so on.

It is worth noting that in the 1980s, the southeast coastal garment manufacturing industry spurred the first batch of women's wear brands in China. With the changes of consumers and the waves of competition, there are only a handful of modern domestic apparel companies that can persist for 30 years and maintain their youthful vitality. Yaying has undoubtedly become the most successful domestic high-end women's apparel group.

It is reported that Yaying Group may even involve more fashion fields in the future, including the construction of fashion industry supply chain, education and training in fashion industry, and other investment in fashion industry. The broadening of the business structure, especially supply chain construction and industrial investment, will undoubtedly provide more powerful technical and capital support for the future development of the brand.

The diversified brand matrix also provides more possibilities for the future of Yaying Group, and each brand will gain more synergies through resource sharing. Some analysts believe that, apart from the external conditions of organizational structure and capital mergers and acquisitions, the reason for a brand's success is fundamentally due to the attractiveness of products. Today's apparel market trends are becoming more and more clear, who can grasp the most accurate user portraits and purchase data to grasp the future of apparel retail.

No brand can cover all markets, and with the constant differentiation of consumer interest orientation, DOUBLOVE is becoming a big game under the Yaying Group.

Editor in charge: Gao Wei