Lock the price band within 300 yuan to reduce the user’s decision-making cost.
Focus on a sports fashion brand “Rolly Loli”. In 2015, fitness blogger Chen Nuanyang founded the runaway Lolita. With the economic effect of celebrities, highly sticky fans turned into seed users. Aiming at young female users aged 18-35, the violent Lolita cuts a price range of 100-300 yuan, and focuses on cost-effective sports and fashion women’s clothing. This year, the “no size” underwear has become popular all over the network.
According to the team, the annual repurchase rate of Lolita has reached more than 25%. Currently, there are 12 million fans on the entire network, more than 5 million members, and a total of 16 million cumulative sales.
Founder Chen Nuanyang is a fitness enthusiast with nearly 3 million followers on Sina Weibo. She found that women’s sports brands on the market are out of gear, domestic traditional brands are aging, and most popular international brands are concentrated in price bands above 300 yuan. So Chen Nuanyang founded Runaway Lolita in 2015, aiming at young people aged 18-35, locking the price band within 300 yuan, reducing the user’s decision-making cost.
Running Lolita Product Picture
Starting from a personal IP, Lolita, who ran away in the early stage, accumulated a wave of high-viscosity seed users, and also obtained “tap water flow”, which laid a solid foundation for the later launch. Brand breaking is the core task of Lori who ran away this year. Raised awareness through celebrities such as La Mu Yoko, Xu Lu and others. Recently, the runaway Lolita announced a strategic cooperation with Focus Media to deploy a large number of offline advertisements in cities such as Beijing, Shanghai, Guangzhou and Shenzhen, and officially announced Yu Shuxin as its spokesperson. Use the “rice circle economy” to attract young female users.
Lolita has formed a closed loop of “design-research and development-supply chain production-marketing-brand”. The team has a three-step ten-year strategy. : 1) Take advantage of e-commerce, and strive to be the first in online sales; 2) Brand upgrade, and strive to become a national brand; 3) Advanced manufacturing, and strive to achieve international quality. The violent Lolita has made little achievements in the first stage and is moving to the second stage.
Currently, there are two main promotion series for Lolita. One is the Aurora running training series. This year, we have cooperated with Lycra to upgrade the fabric, and have some improvements in product support, moisture absorption and perspiration, and fabric comfort; The second is the no-size series launched in March of this year, with the product adding the technology of “Liquid LycraSex, breaks the boundary between sports and life, meets the needs of users in light exercise, work, shopping, etc., and can even directly replace underwear.
Running Lolita Product Picture
The runaway Lolita has established long-term cooperation with upstream suppliers. It has had 4 years of strategic cooperation with the American fabric company “Lycra”, and the factory that cooperated with lululemon has also established a cooperative relationship.
Founder Chen Nuanyang told that, Rally Lolita started the fine management of the supply chain in 2018, and it was embodied in 4 aspects: 1) Establish a supply chain scoring system, including price Dimension, quality, delivery time, production capacity, etc.; 2) Establish an automatic order taking system and dispatch system for the supply chain, and cooperate with Ali’s Rhino Intelligent Manufacturing, behind which there is a powerful system to mobilize the supply chain; 3) Open the shared factory model Provide equipment and management SOP for the factory, which can improve efficiency from the start of order research and development to the production process; 3) Open the custody mode, trust large quantities of goods to large suppliers, and have cooperated with international brands and core supply chains.
As a DTC brand, Lolita was cold-started in Taobao C store, and later switched to Tmall, without a distribution system. It plans to open an offline store this year to test the single store model of the direct sales model.
Running Lolita Product Picture
According to Euromonitor’s data, the market size of China’s fitness apparel in 2019 is 130 billion, with an annual growth rate of more than 10%, and it is expected to be no less than 150-200 billion in the next five years. The per capita consumption of sportswear in China is only US$32, which is 10 times more room for growth than in developed countries. Lululemon’s target brand is lululemon. In 2020, lululemon’s sales will reach 5.7 billion U.S. dollars. As a cutting-edge brand, lululemon currently has more than 5 million users.
In 2017, Loli, who went wild, completed an angel round of financing of tens of millions of yuan, which was exclusively invested by Dynamic Capital. It is reported that the runaway Lori B round of financing is about to start.
Edit | Qiao Qian