Starting in July this year, GXG, a fashion menswear brand for young people, took the 14th anniversary of the brand as an opportunity to launch a super new season from July to September, boldly crossing different fields such as art, music, and design, and using multiculturalism to give unique clothing. Charm, interpret the brand with multiple aesthetics.
Three series of new products were released in this super new season: the Dabei Universe series, which focuses on the concept of future cyberspace, and the digital artist Lin Kunhao; and cooperates with the International Wool Bureau and the international knitting field designer Zhi Chen to bring a relaxed, fun and energetic autonomy IP wool cable company series; showing the positive outlook of the youth, and the GXG Eclipse series launched by the German independent magazine "032c" which is the 20th anniversary of its publication; on the day of the launch of each series, many young people have heated discussions on the Internet.
(GXG Super New Product Season, Dabei Universe, Wool Cable Company, and 032c series)
From 2007 to 2021, young people in China have changed from one generation to another. Why is GXG still popular among young people?
Actively embrace digitization, big data decision-making opens up the online market
In the past ten years, the core trend that has had a far-reaching impact on enterprises has been the popularization of mobile Internet, which has put forward digital transformation requirements for enterprises. According to data from the China Internet Information Center, Chinese Internet users have reached 900 million by 2020, of which 42% are young people over 20 years old and under 40 years old. The huge amount of crowd behavior precipitates a wealth of massive data, and the information contained therein has become a gold mine to be unearthed in front of every enterprise.
At the beginning, when many people were still judging the pros and cons of the Internet wave, GXG had already entered the online market "Nuggets" first. As early as the third year of its establishment, in 2010, GXG entered Taobao to quickly deploy e-commerce channels, establish an efficient operation system, and use data results to continuously iterate and optimize operation strategies, step by step in the supply chain, sales channels, and marketing experience links. Digital reform.
GXG went online on Taobao and set a single-day sales record of over 10 million on Double Eleven. Subsequently, e-commerce has become a huge sales force, and online accounts for about 40%. As a result, digital genes began to take root in GXG.
Milestones of reform In 2020, GXG’s parent company Mulsanne Group and the first unit of New Economy SaaS Weimeng Group will strategically cooperate to build a unified back-office to record orders, behaviors, etc. of omni-channel customers such as Taobao Tmall, WeChat Mini Programs, and stores Interaction and other data, as the internal central "brain", excavate the value of data from the overall perspective of the enterprise, and feed back other links such as product design, private domain operations, and marketing communications.
By mining user data on social platforms, GXG found that almost every subdivided apparel category has unresolved pain points, and thus determined a new approach to products that "re-do every apparel category". We can clearly see the shadow of data operations from the series of products and marketing of Wool Cable Company. GXG uses data analysis to find the core pain points of users for the sweater category: hand washing is troublesome, and machine washing shrinks. Joining hands with the International Wool Bureau to make an important breakthrough in the sweater category, innovatively launched a machine-washable 100% woolen sweater, harvesting a number of potential users with strong product power, and standing out in the category competition.
As early as the end of 2020, GXG launched its own IP "Youth Down Manufacturing Bureau" series, subverting the industry tradition in one fell swoop, repositioning the down jacket filling material-down as a clothing styling element for clothing design, and opening up the first down super in the down industry The category, which spans clothing, bags, accessories and other multi-category down element fashion items, has aroused the popularity of trend circles.
(2020 Youth Down Manufacturing Bureau)
In terms of private domain operations, thanks to the accumulated data on member interaction effects over the years, the number of members during the 14th anniversary of GXG increased by 157% from the previous month.
GXG has independently built a membership system from 0 to 1. After building an omni-channel customer information management platform, GXG has continuously introduced interactive gameplay and optimized data results feedback to gradually increase member retention and consumption.
During the GXG’s 14th Anniversary Super New Product Season’s marketing interaction from August 13th to August 18th, GXG launched the “Wool Together†campaign under the theme of “Wool Wire Companyâ€, and launched a 99 yuan multi-color sweater exchange mechanism for new and old members. , Complete the sales closed loop from product recognition to purchase conversion. Not only that, the activities have further expanded from online to offline channels. GXG conducts differentiated marketing in regular-price stores and special-price stores, allowing special-price stores to bear the responsibility of "gathering wool" for users, realizing integrated online and offline operations while being effective Avoiding excessive discounts lowered the brand's tone. During the event, the sales of the old store increased by 30.21%, and the share increased by 24.58%.
In the past two years, due to the impact of the epidemic, short video information flow has become the main form of entertainment that dominates people's use of mobile phones, and GXG has also smelled new opportunities in it.
Wu Lei, vice president of new retail of Mulsanne Group and general manager of e-commerce company, said that the strategy and business method of driving revenue growth by the number of stores is no longer suitable for current market trends and needs at this stage, and the underlying structure of retail has changed. .
The establishment of the group's strategic direction, the most intuitive change brought about is GXG's multi-platform and multi-time live broadcast delivery, further expanding the online market. According to incomplete statistics, GXG has cooperated with the head anchors Wei Ya, Li Jiaqi, Sydney, and star shipping officer Liu Tao many times, and there have been frequent singles of live broadcasts exceeding 100 million. In addition to external live broadcast cooperation, GXG actively deploys the Douyin business ecosystem independently, and builds its own Douyin live broadcast room, Douyin store, and Douyin short video matrix to form a closed loop of marketing conversion with brand content, real-time interaction, and product shopping guide. Online channel sales continued to rise, allowing GXG to turn losses into profits in the first half of this year, and to recover from the impact of the epidemic last year.
Digital transformation enhances the hard power of GXG's internal full-link unified management. To fully explain why GXG is sought after by young people in the contemporary era, it is necessary to look at GXG's soft power from the external perspective of the company-co-creating a young culture.
Create a young culture together, create an exclusive experience circle for a diverse group of fans
If there is any way to gather a large number of people online in a short time, it must be to initiate cultural discussions. Wine table culture, regional culture, idol culture... People from different backgrounds gather in the same virtual space through the Internet to express their personal opinions loudly. The collision of different opinions spreads further, attracting more people to join, until it forms a huge momentum. crowd.
Just imagine, what if a brand can be compatible with various cultural contents and speak for young people from different cultural circles on the Internet?
GXG's personal experience tells us: it will become more and more popular with young people.
Unlike traditional brands that stick to their own opinions and eventually become the "time-honored brand" in the hearts of young people, GXG has insisted on co-creating content with young people from different cultural circles with a young, sophisticated, and fashionable attitude for 14 years, and keeps communicating at all times.
In the past two years, GXG has completed at least more than 30 co-creation content topics, and partners with well-known IPs, such as the American century-old classic animation image Philip Cat, the top domestic animation "Under One Person", and the Japanese trend brand FR2; There are also collaborations with artists from different circles, such as fashion designer Coolrain Lee and fashion designer BG Meng Bingan. In this super new product season, we also collaborated with German independent magazine "032c" and digital artist Lin Kunhao to express creative content on clothing.
(2021GXG cross-border joint cooperation)
Clothing is only part of the co-creation of cultural content. GXG boldly organizes immersive art exhibitions, city tours, open event spaces and other experimental activities in marketing, and uses exquisite and exclusive experiences to talk to young people and capture their Heart.
(GXG x Dabei Universe x Newism Chongqing Raffles Immersive Art Exhibition)
When creating the exclusive IP "Wool Wire Company" this time, GXG invited internationally renowned knitting designer Zhi Chen to join the co-creation. Inspired by David Hockney's portrait, the designer's joint series showed the soft and delicate side of wool. Brings a sense of tranquility and beauty. After the product was launched, GXG successively created immersive art exhibitions in its flagship stores in Ningbo, Chengdu, and Shenyang, bringing the wonderful imagination of wool cable companies to reality: the living room full of cashmere, the display device connected to the sheep’s brain... A unique three-dimensional visual feast for the people entering the store.
(Offline activities of Wool Cable Company in GXG Chengdu Chunxi Road Flagship Store)
Immersive art exhibitions are a consistent way for GXG to communicate culture with young people. When the Great Compassion Universe series was released earlier, GXG created a three-tiered cyberspace in Chongqing, ingeniously integrating Eastern philosophy with future cyberspace, and attracting trends Enthusiasts went to check in and set off a cyber wave in the local area.
The most representative marketing experience point is none other than GXG X Lab in Wuhan-a humanistic and fashion complex that integrates art, fashion, exhibitions, catering and social interaction, with occasional artist joining, art installation exhibitions, and joint series. New and other actions provide a free social place for fashionable new middle-class people in different cultural circles. It also cooperates with online INS, Oasis, Weibo, WeChat, Douyin and other platforms to become an offline communication window for GXG to output its brand image.
(GXG Wuhan Han Street Flagship Store X LAB)
When we look back at GXG’s 14-year growth path, we find that almost every step is on the right node: the first to enter the online market when the early e-commerce boomed, and then use digital transformation to open up the front-end to the back-end. Link management; to create a unique fashion marketing experience, and actively integrate into the youth circle to create a culture together.
Internal efficiency enhancement, external innovation, and internal and external cooperation have allowed GXG to survive the 14-year ups and downs of the market environment and still stand in the front line of young fashion men's clothing brands.
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