T100 brand youth equipment: "Dream Factory" for family marketing

Do you still remember dreams when you were young? Like a flower that never fades.

Dong Wenmei surgeon copied his dream. Her hand-cut T100 brand parent-child children's clothing, the main push black, white, red three-color, simple style, sober, elegant, so that many mothers seem to see the hidden childhood dreams of their own hearts.

At the same time, Dong Wenmei also tailored “Junior costumes” for children aged 8 to 16 and asked all stores to open dressing rooms for children. These unique positioning make the T100 quickly become bigger. In 2003, the sales volume has soared from several million to 210 million yuan.

At present, T100 has more than 50 outlets in the Zhejiang market. Its Westgate image flagship store in Jialuyuan Community, No. 163, Wen'er West Road, recently opened its business area of ​​130 square meters.

Dong Wenmei, founder of the T100 brand, told reporters that the company had tracked and analyzed customer purchasing behavior. Its VIP customers maintained a return rate of more than 80%, and the growth rate was 50% for five consecutive years.

Scalpel to do children's clothing

T100 fashionable parent-child children's clothes come from Dong Wenmei's creativity.

In 2003, Dong Wenmei’s daughter was 2 years old. Since she could not buy the best children’s clothes, she would make clothes for her daughter. After the friends saw it, they all said it was good. They asked her to help her children make a few things. As a result, she picked up again the costume design books that she had chosen during her college days.

She judged according to her own consumption habits that the consumption needs of the new rich class with annual family income of over 200,000 Yuan are far from being met. They themselves have high taste requirements and low price sensitivity. The domestic children's wear is mainly medium and low, and there is a large market gap.

After looking at the high-end market, Dong Wenmei raised 10 million yuan to build the "T100" brand. She explained that T represents the stage of life, 100 represents perfection, and T100 implies a wonderful life of 100%. For young children aged 2 to 16 years old, the T100 discards the colorful, decorative and cumbersome traditional design, positioning the classic, simple and stylish children's clothing.

Unlike traditional children's clothing stores, T100 stores are mostly more than 100 square meters, divided into three areas: product areas, children's play areas, and VIP premium areas. Dong Wenmei also pays attention to the psychology of youth and youth who pay attention to personal privacy, and requires all terminals to set up fitting rooms. At the T100 Hangzhou Xicheng shop, it plans to create an area of ​​10 square feet of gold, which is refined into two fitting rooms.

Children's clothing quality standards higher than clothing. Dong Wenmei said that her fabric and accessories suppliers are the same as Chloé and John Galliano, but the T100 is less expensive than the Others, resulting in a cost that is one-fifth higher than its peers. For example, for general children's wear knitting materials, 45 to 50 yuan per kilogram, T100 to 60 to 70 yuan.

In addition to expensive raw materials, T100 has millions of quality inspections every year. All of the company's clothing before the factory is completely sterilized, even the transport truck must be dedicated to the vehicle, daily disinfection. Dong Wenmei took the scalpel, and the management of the cutting knife process is fine to the point where it is almost harsh.