After graduating from Guanghua School of Management, Peking University, the young brand founder went on to study for a master's degree in finance at Tsinghua University Institute of Economics and Management. As a result, he chose to drop out of school because of the success of a design competition in Beijing Institute of Fashion Technology, and embarked on the road of "gender-free clothing".
Today, as the first gender-free clothing brand in China, Bosie has opened up a new category and is favored by capital.
Since the establishment of Bosi in June, 20 18, nearly 10 million yuan of Pre-A financing was completed in June, 20 18, and tens of millions of yuan of A financing was completed in April, 20 19.
The latest financing was the 200 million A+ and B rounds completed in June, 2020165438+1October, which is the third financing Bosi has obtained since last year.
At present, Bosi has opened 15 stores in China, of which more than 7 have annual sales of10 million. In 2020, Bosi's annual sales will be about 300 million yuan. In the case of a serious epidemic in the first half of the year, the offline growth rate was as high as 400%.
This "gender-free" trend is getting stronger and stronger.
Once upon a time, H &；; M, ZARA, forever2 1 and other fast fashion brands were once mentioned in China, meaning "fashion" and "trend". From front-line white-collar workers to young people in small towns, the huge China market has contributed considerable figures to the global growth rate of many fast fashion brands.
Nowadays, international fast fashion brands are really out of fashion. The former China fashion bridgehead was faced with the dilemma of poor style, poor quality and low cost performance, which accelerated the progress of losing ground under the impact of the epidemic. The outbreak of the "Xinjiang Cotton" incident in the first half of this year further weakened its influence in China.
Therefore, consumers can see that many fast fashion brands have withdrawn from the China market in recent years.
A new look, forever 2 1 Zara Bershka, la&; Bear, Straparius and other brands have left their jobs, and the sales performance of HM and Uniqlo that have not left their jobs is not as good as in previous years.
In contrast, it is the arrival of the rising period of domestic brands.
Li Ning, Anta and other old domestic products took advantage of the trend, and many new brands came into being. Bosie is one of them.
Generation z, which has gradually grown into the main consumer, has higher requirements for dress than the previous generation. They believe in themselves and don't blindly follow, and foreign brands can't easily satisfy their imagination of fashion.
Factory-made, mass-produced fast fashion assembly line products are inherently less "design sense", while young people hope that their clothes can have more personalized expression.
Bosie's fashion and design clothes just hit their interest point.
Today, the concept of "gender" has been reconstructed in many fields, including clothing.
From the big-name catwalk in fashion week to the daily wear of ordinary people, the gender difference between men and women is gradually narrowing, and the opposition between "masculinity" and "femininity" is no longer tit-for-tat, but presents an interactive trend.
This is reflected in the gradual melting of the boundaries between men's wear and women's wear, and many elements learn from each other, so that women are getting used to the oversize style now, and men are gradually adapting to the pink collocation on clothes.
Bosi was keenly aware of this trend and put forward the core brand concept of "no gender". There is no boundary. "
"Indifference" is a kind of design exploration that emphasizes infinity, removes traditional gender symbols and label designs, and explores design themes of different styles, different ages, different scenes and even different countries. It does not represent the style of a single product, but pays more attention to the overall tonality of the brand.
"Boundless" means that compared with the traditional fashion industry, it presents goods to a new generation of consumers with stylized design, bold features, high quality and affordable prices.
This concept is in line with the new trend of international clothing industry. Even Anders christian madsen, a commentator of Vogue magazine, once threatened that 20 19 was "the end year of gender clothing".
At the same time, in the view of Liu, the founder of the post-95 generation, "gender-free clothing" is still a kind of "fashion equality".
Borrowing the idea in Queen Prada, traditional fashion is top-down and has barriers.
An ordinary blue sweater, its color will be displayed in the fashion show first, and then made into fashion and entered the physical store. This color is out of date after being sold in store after store, and will eventually appear at the cheapest price in special stores.
This situation was first changed by the traditional fast fashion brands headed by ZARA, who quickly passed on the fashion monopolized by big brands to ordinary consumers with extremely fast "imitation" and innovation speed.
Liu believes that ordinary consumers are also entitled to enjoy first-hand fashion.
Different from the high prices of big brands and designer brands, and different from traditional fast fashion brands, Bosi hopes that everyone can buy clothes with a sense of design at a cheaper price.
Bosi has a team of more than 40 designers, * * * is divided into 7 design studios, with 5-6 people in each studio, consisting of a studio head, several fashion designers and * * *' s designer assistants, and each fashion designer designs independently and pays directly.
The team is very young and the management is very open. There is no design director in the post, and the person in charge is only responsible for transactional management. After each studio starts to determine its own personnel, it can play freely.
This open attitude makes every designer endow his products with unique personality and strong personal style.
The final product is presented by the brand's unified shooting style, offline shop decoration and display system. , so that Bosi's diversified products will not affect the unity of the brand, but form a distinct brand impression in the hearts of consumers.
At the same time, as a gender-neutral clothing brand, Bosie only needs one SPU for men and women, which is more cost-effective than the traditional situation that men and women need to design and produce boards separately, and reduces the inventory pressure.
It's fast enough, and it's a lot of new speed, and it can produce 10 to 20 models a day. In this way, there will be 40-50 models every two weeks, and there will be 2000-3000 new products a year, which is at the middle and high level in the fast fashion industry.
Online and offline are two different kinds of thinking. Many brands switch from online to offline, or from offline to online, all because of "acclimatization". Bosi, who has gone through online channels, wants to be offline and faces the problem of transformation.
In the end, Bosi chose online pre-sale to flexibly adjust the supply of goods, strengthen brand building offline, and influence consumers' cognition.
The online and offline channels have been opened, and the "same price and same discount" has been realized, which not only improves the turnover efficiency of goods, but also controls the inventory turnover cycle well.
Specific practices are as follows:
When the new product goes on the market, Bosi will pre-sell it online first. At this time, the time from design to shelf is 30-40 days. After that, we can judge the popularity of the style according to the ordering situation. For products that may become explosive, we will immediately increase orders in the supply chain and deliver goods to offline stores.
In this way, new products in the early stage can be produced on a small scale, which can reduce the cost. When explosive products appear, the form of pre-sale can also win enough time for the supply chain to produce.
At present, Bosi has cooperated with more than 30 small boutique factories and 3 medium-sized factories in Hangzhou, and the ratio of storage to sales can be less than 30%. As for the inventory cycle, it is generally controlled at around 1 month, and the goods flow offline is even faster than online, which is similar to Zara's speed.
Li Ning's inventory conversion cycle is 74 days, and Blue Ocean House's is 298 days (the financial algorithm of inventory conversion cycle and inventory turnover cycle may be different).
Bosie started his business online. On March 20 18, Liu Guangyao and her team participated in a fashion week in Shanghai, and were attracted by the merchants of Tmall men's wear. Two months later, Bosie moved to Tmall. In the first month of launch, the sales reached 6.5438+0 million yuan.
However, Liu Guangyao is not satisfied with building an online celebrity brand. In his view, the life cycle of online celebrity brands may only be a few years. If Bosi wants to become a valuable evergreen brand, he must open an offline store.
Therefore, less than a year after its establishment, Bosi began to plan offline stores. On April 20 19, the first 200-square-meter offline store was opened in Hangzhou Kerry Center.
Since then, Bosi has successively opened 26 stores in Hangzhou, Shanghai, Beijing, Guangzhou and other cities 16, with an area ranging from 200 to 500 square meters. On June 25th, Bosi opened a 2000-square-meter flagship store in Huaihai Road, Shanghai.
Different from traditional clothing stores, Bosi is especially aimed at Z generation in store decoration, style design and brand positioning, and the style in the store highlights the trend and design sense.
Taking Shanghai Huaihai Road Store as an example, its style theme is "Planet", and the decoration design in the store focuses on presenting a sci-fi world.
The whole store has two floors, which are divided into four areas: clothing area, accessories area, children's wear+pet area and catering retail area.
At the same time, there are many punching points in the store, as well as punching photos, collage DIY, free tasting bosie x pree co-branded limited ice cream and many other activities.
The trendy and attractive store will pass Bosie's brand tonality to everyone who enters the store. Under the unified theme, each store adopts complementary decorative elements to enhance cognition, and the specially set punching point is also conducive to the online communication effect.
Specially designed shops can provide consumers with unparalleled online experience and immersion, convey Bosi's design sense and "unbounded" design concept to consumers more deeply, and gradually cultivate the audience's mind invisibly.
At the same time, the traditional fast fashion brands that are withdrawing are gradually giving up a number of shops with superior geographical location.
In the past, in order to get the traffic of traditional fast fashion brands, most shopping malls would give very generous rent concessions and the best location. Now these brands are no longer appealing, and shopping malls are willing to transfer these positions to new domestic brands.
Having more and better offline store locations will help Bosi grow on the road of brand.
(this article is the first beagle APP)