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A Dark Horse In The Clothing Circle Has Become The "Robin Hood"

2024/9/12 17:15:00 8278

　　 150 times in three years, which is the "Robin Hood speed". Robin Hood's sales volume will reach 30 million yuan in 2020 and 200 million yuan in 2021. Since then, Robin Hood has been on a rocket, with 1.1 billion yuan in 2022 and 4.5 billion yuan in 2023. Since then, this dark horse in the clothing circle has become the world's largest. In 2024, the slogan of "8 billion yuan insurance" was also shouted. Reporters learned from Robin Hood that this brand, known as the "hard core fashion leader" in the industry, is poised to break 10 billion yuan this year.

　　 The most popular item in down history: 3.2 million pieces

　　 In 2023, Robin Hood's black gold series won the first place in the down jacket market in terms of the number of pieces sold. Because it sold 3.2 million pieces, it has become the largest super piece of down jacket so far.

　　 Robin Hood became the favorite of the super anchor Crazy Young Brother, Mr. Dong, Simba, Tu Lei and so on. The reason is that "Robin Hood is so easy to sell, and when he sells, he will sell out.". Robin Hood has more than 100 million pieces of clothing in Crazy Little Yang Brother Three Sheep Company, and 3000+online celebrities call Robin Hood crazily.

　　 Robin Hood won the first place in seven dithering events in one breath: No. 1 in the broadcasting list of dithering stores in 2023; No. 1 data of single broadcast in the dithering store; No. 1 of the famous women's clothing brands on the Double 11; 2023. Christmas single show, the cumulative number of viewers has reached 536.6w, and Ju Douyin's flagship cargo list No. 1

　　 Why did Robin Hood make Internet celebrities and consumers crazy about him? Can you imagine a nice dress with many hard core technology functions?

　　 Let's take a look at its black gold series. The soft high-density fabric+high-quality 90 white duck down has a dual function of temperature locking, as well as the "three prevention" hard core function of wind, water and dirt resistance, which means that you don't need to wash or be afraid of dirt in winter, and you don't need to take an umbrella when it snows in the north or drizzles in the south. The price of 199 yuan for the short model and 299 yuan for the long model will inevitably make consumers scream.

　　 And its black gold goose down clothes are also full of hard core technology: the inner graphene thermal storage fabric can rise 2.5 degrees. The big 90 goose down imported from Hungary and the German pile proof needle cost 398 yuan, which is goose down. Other brands cost more than 1000 yuan; Robin Hood Black Diamond high-end goose down is also a hard core "six prevention" -- waterproof, antifouling, oil proof, anti drill down, anti-static, wind proof. Strong wind can't blow in, low-key luxury, price from 998-1288 yuan, Robin Hood spokesman Jia Nailiang is wearing this dress to demonstrate the personality of "brave love, wear Robin Hood".

　　 Black gold series down jacket has high appearance and hard core function. Diaoyin's 2024 Autumn and Winter Clothing Report shows that 66% of consumers are concerned about whether autumn and winter clothing has a hard core function; Fashion and versatility is the biggest demand scene for consumers, which is another major feature of Robin Hood Black Gold. Robin Hood Black Gold Series is the same style for men and women, without gender clothing, and can be easily controlled by people of all ages from 20 to 50 years old and weighing 100-190 kilograms; Robin Hood has achieved the ultimate goal of "high quality price ratio" for famous fabrics and common people's prices.

　　 "Our consumers are not too expensive to afford, but prefer the quality price ratio," said Robin Hood Chairman Zhang Zhonglin. "Our best products are to step on consumers' needs every step.".

　　 Robin Hood, who is versatile, fashionable, hard core, and has a "high quality price ratio", has just caught up with the trend of live broadcast e-commerce. Opportunity has created history, and also created the record of the most popular Robin Hood single product of 3.2 million pieces.

　　 Create a brand platform based super model and lead peers to create common prosperity

　　 When it comes to Robin Hood, the upstream and downstream of the clothing industry are all eye-catching: too strong, this flow transformation is too strong, how can we enter the Robin Hood system and create this brand together? With the wind of live broadcast e-commerce, Robin Hood's crushing market coverage is related to its super model, which is the chassis for Robin Hood to hit 10 billion and even the global market.

　　 Robin Hood is now regarded as a new brand by the clothing industry, but it is not a new brand, it has a story. Robin Hood was born in Britain in 1943. He has the British culture of chivalry and theft. Robin Hood is loved by the public with the attitude of "natural courage, fighting for love". In 1997, it entered the Chinese market and opened its first store in Xidan, Beijing. In 2017, there were more than 570 offline stores with sales of 1.1 billion yuan. After 2019, it encountered difficulties. However, the brand's popularity and cultural precipitation will make it explode again once it meets the right time. Indeed, after 2020, when it steps on the live e-commerce track, it will stand out.

　　 In 2020, Robin Hood welcomed the current chairman Zhang Zhonglin. The reporter saw Zhang Zhonglin at Robin Hood's headquarters in Hangzhou. He was tall and big, more than 180 meters tall, with his hair tied behind his head and silver and gray. He said that he had "turned white for his career, not dyed it". Then there was a burst of hearty laughter. He wore white clothes and trousers, perhaps engaged in clothing, more like a fashion designer. Speaking like a big man, he had strong strategic thinking.

　　 "We are now in the brand platform mode, which is a super mode, allowing Robin Hood's upstream and downstream to work together to create common prosperity."

　　 The "brand platform mode" is actually a joint mode of brand manufacturers, manufacturers and distributors, which is a joint mode of operation with brand manufacturers as the link and top manufacturers and excellent distributors.

　　 "China is a big manufacturing country, with a top supply chain" Take Zhang Zhonglin himself, who was born in a family clothing supply chain. For more than 20 years, he has supplied for international major brands and domestic first-line brands. He has the ability to control product quality and price system, which can be counted down to one stitch and one yarn. So it is not surprising that he can make a "high quality price ratio" of popular products. "These supply chains lack good brands and sales channels. We use Robin Hood to empower them. Not only can we achieve rapid access between factories and consumers, but also funds can be immediately returned to factories, which on the one hand improves the capital flow rate, product dynamic sales rate and positive and negative feedback rate of products at the factory side, and further makes the factory side's strategies for market product adjustment and strategic adjustment more data oriented, accurate and rapid, "said Zhang Zhonglin.

　　 "China is also a big e-commerce country, with a lot of excellent sales teams, but they lack good brands and products, and Robin Hood can also empower them." It is reported that Robin Hood has attracted a large number of sales teams to join in in addition to self support, and Robin Hood has built a brand sales matrix through all channels, including Tmall, Tiaoyin, Vipshop, Dewu, Pinduoduo, JD Taobao and other platforms have opened 1000 stores; The private domain has also been spared, and 25 private domain platforms such as Love Inventory and Kuaitountuan have been settled.

　　 "Under the brand platform mode, all three parties will maximize their potential around the Robin Hood brand. Driven by this model of creating common prosperity, we can complement each other's weaknesses and develop together. This model will help us create dozens of billionaires and hundreds of multimillionaires."

　　 Industry insiders believe that the new brand represented by Robin Hood is changing from a "production brand" to a "service platform". The strategic layout of asset light can help the brand become the rule maker and resource allocator of the entire supply chain, which virtually expands Robin Hood's resources in the upstream and downstream, and can also maximize sales, minimize inventory Maximize profits and let factories, suppliers and distributors give play to each other's supply value in this ecosystem. Robin Hood is giving full play to the advantages of the brand ecological chain, and trying to create a complete supply and marketing integration of brand shoes, clothing and household products with the brand platform mode.

　　 The reporter learned that Robin Hood, who exploded online, has recently taken his eyes off the line, and he has never forgotten his offline Jianghu. Breaking the traditional offline brand stores, the store is designed as a scene of product experience in a business circle or complex with dense traffic, creating a real offline quality experience for consumers and a convenient experience of online re purchase. In August this year, Hangzhou Wanda Store was opened to receive talent to live here, which is another new exploration of Robin Hood.

　　 Zhang Zhonglin said: "Robin Hood will continue to take advantage of the momentum in 2024 to develop down and men's and women's clothing dealers in Hangzhou, Changshu, Shishi, Yiwu, Jiaxing, Zhongshan and other areas where online retail is concentrated, and make use of brand influence and commodity advantages to further expand and strengthen online retail. At the same time, it will also cooperate with high-quality supply chains in various industrial belts to enter Robin Hood's system and improve the sales of goods."

　　 Robin Hood is currently building a nationwide industrial belt regional live broadcast base, inviting various platform talents, tracing the source of the industrial belt, providing more professional operation training and services, incubating suppliers and distributors of the industrial belt to carry out brand shop broadcast, and expanding the sales path.

　　 Summer has passed, and the autumn wind has just begun. This year, the raw materials of duck feather and goose feather have soared, some of which have increased by as much as 50%. Many factories and players have stopped working and dare not move. This winter, the down jacket is bound to soar. At this moment, Robin Hood has locked 5 million clothes in advance for this winter. When the cold wind returns and the down fight is imminent, the opportunity will be left to those who are prepared.