Strong Rise In The Adverse Situation Of The Industry, And The Cutting-Edge Clothing Brand Meilicheng Goes Against The Current

In 2024, known as the "disaster year" by the down industry, the extremely cold winter predicted by experts will not come, which will lead to the shortening of the sales period of down jackets, the increase of inventory, the fierce price war, and the serious price competition on the platform. Many businesses who place orders in advance will not dare to do so, and most brand sales will decline. Leidang, the largest clothing category in this year, belongs to down jacket. However, this situation has created a brand named Meili City with high-tech clothing positioning, which will stand out in the down jacket war in autumn and winter of 2024.

Meilicheng is a high-tech clothing brand founded by Catman Group in 2023. With its high-tech fabric application and fashionable style design, Meilicheng has won widespread recognition in the market. The brand is positioned at the combination of technology and fashion, aiming to provide consumers with comfortable and scientific wearing experience.

　 Layout high-end goose down clothes, dare to be the first in the world

In 2023, with the unexpected popularity of goose down clothing, the price of goose down will be gradually pushed up in 2024. At the beginning of the year, the price of goose down has soared from 700000 yuan/ton last year to 1.3 million yuan/ton. In this situation, few players dare to enter the goose down clothing market at will, but in the view of Mile City, it is a precursor of "the bigger the storm, the more expensive the fish".

On June 26, You Lin, the founder of Meili City, fulfilled the 2024 goal at the explosive goods ordering meeting in Hangzhou. You Lin said, "We will use our strength to ignite the technological goose down. Please witness the new success together!"

As for the "bold" layout of Meili City, there have been many questions in the industry, but You Lin has his own thoughts. He said: "We all know that goose down is undoubtedly the most advantageous material compared with various thermal insulation materials, so its high price this year has made 80% of the brands unable to enter the track, while the remaining 20% of the players use traditional playing methods and do not understand the operation mode of new brands at all. So in general, goose down clothing track has not only large market space, but also few competitors The layout of Meili City in the goose down clothing track will have the opportunity to quickly start and become a new brand in the industry. "

The survey data shows that the average price of the top ten mainstream down jacket brands in the Chinese market is concentrated in the middle and low end of the price range below 1000 yuan, and 22 of the top 30 brands in terms of sales have an average price of less than 1000 yuan, which shows that most brands are fighting in the price range of "people friendly". According to the e-commerce data, the sales growth of brands above 2000 yuan is obvious, and the luxury down jacket market represented by goose down jacket shows a rare "blue ocean" window period. According to the analysis of insiders, the downgrading of consumption is for those who buy luxury goods. The price has dropped from 10000 yuan to more than 2000 yuan. From the feedback of the waiter in Diaoyin, many businesses who stick to the cost line to fight the price war are "dead".

After various investigations, You Lin positioned the goose down clothes of Meili City this winter in the high luxury segment, with prices between 1700 yuan and 2500 yuan. You Lin said to reporters: "At present, there are three opportunities to win. One is to take the cost performance path of low-income people, like the multi industry insider model, to create a new path. The other is to take the ultimate high-end path, pricing not by cost but by consumption ability, to meet the value of a small number of head users. The last one is the cutting-edge path that Meili City is currently doing to seize the newly rich We will create a new track of our own with high quality and good price. "

　 Double star strategy, heavy investment in brand marketing

Although it is a new brand, Meili City is not soft on brand investment. With the trading team based on Catman's 10 billion yuan, the brand basic market has played a high-level strategy.

In terms of star marketing, Meili City adopts the double star strategy. In the second half of this year, Meili City started to focus on the opportunities, and successively signed Tan Jianci and Zhao Lusi as the global brand spokesmen. This move has greatly improved the brand's popularity and influence. The joining of the two stars has brought more attention to the brand, and has also made the products of Meilicheng popular among young consumers.

On social media, the recommendation of stars and talent of Meilicheng can also be found everywhere. Jinchen, Song Weilong, Zhang Yuxi, Ouyang Nana, Sun Yi, Wu Qianyu, Asa, Wu Kequn and other stars call Meilicheng. On the Little Red Book, many KOLs continue to plant grass. The brand popularity is rising rapidly, and Meilicheng clothing has also won the recognition of consumers.

In Beijing, Shanghai, Hangzhou, Shenzhen, Hangzhou and other places, Meili City heavily invested in building advertisements, airport screens and subway advertisements, and intensively bombed. When the reporter saw in the Shanghai office building that "high-tech clothing will buy the Meili City", when he went to Beijing for business, this slogan was also broadcast frequently in the Beijing office building. It can be seen that the promotion of Meili City in the first tier cities is strong.

On September 21, Melic City held a new theme show at Juyongguan, the Great Wall in Beijing. It launched a series of warm swans and titanium gold with similar products. Standing on the top of the Great Wall, Melic City demonstrated its new autumn and winter goose down clothes with a strong sense of technology in 2024. This grand show is not only a fashion feast, but also a double collision of technology and vision, which shows the focus and deep cultivation of Meili City in the field of scientific clothing.

Through high-tech means such as AR and VR, the Great Wall Show of Meili City gives a new look and feel experience to traditional fashion shows, and highlights a successful attempt of the brand in attracting young consumers and innovating marketing means. The layout of the show is full of a sense of science and technology. In the night, the show steps up the Great Wall to reach the peak of heat. Through the immersive experience, the guests felt the new understanding of Mile City in autumn and winter clothing.

　　 High tech clothing leads to rapid growth

2024 is a year full of challenges and opportunities for Meili City. Although the Meilicheng brand has been established for more than a year, it not only stands out in the competitive market, but also brings unprecedented surprises to consumers and leads the new trend of the clothing industry with its professionalism and focus in the field of scientific clothing.

Meilicheng has made breakthroughs in product innovation and launched the "Warm Swan" ®」 This series of goose down clothes, with light and warm as its core selling point, uses super light and soft fabrics to provide the wearing experience of "zero pressure and light and warm". At the same time, the "titanium series" has strengthened the thermal protection, with the traditional "three prevention" functions of waterproof, antifouling and oil resistance, as well as various outdoor protection functions such as wind resistance and moisture permeability.

In the e-commerce feast in 2024, Meili City has achieved remarkable sales performance. During the Double 11 Festival, the brand GMV reached 100 million yuan. On November 29, the day of Tan Jian, the global brand spokesperson, the live broadcast, the sales volume of the official flagship store of Tmall exceeded 30 million yuan, ranking first in the flagship store sales. In the following Double Twelfth Festival, Meilicheng made another great achievement, with GMV approaching 200 million, and Zhao Lusi, the global brand spokesperson, ranked first in microblog hot search on the same day. As a new brand, this achievement is undoubtedly the best proof of Meilicheng's brand strength and market strategy.

In the latest strategic layout, Meili City announced that it will make joint efforts online and offline in the future, and plan to break through 10 billion GMV in the next three years, leading China's cutting-edge clothing brands