The tiktok of A t is divided into 600 billion men’s clothing market.



On April 13, a reporter from Beijing business daily learned from tianyancha that the men’s clothing brand “white T” has completed a round of financing of tens of millions of yuan. This round of financing is led by Huaying capital and followed by Meihua capital. It is understood that this round of financing amount will be mainly used for market growth, team expansion and other areas of development.

“White T” is a popular men’s clothing brand of thumb wardrobe (Zhejiang) Clothing Technology Co., Ltd., which was founded in January 2019. It starts from the men’s basic T-shirt in the men’s clothing market, and the product price is between 100 yuan and 200 yuan.

In recent years, with the rise of the tiktok platform and the rapid development of live business, the emergence of the new Brand Company has been spawned. The white T is the male Mens Brand Company that has been spawned and grown under the dividend.

At the beginning of development, tiktok t launched a lot of short messages in the shaking platform, and bombed various materials from the fabric, the edition and the production process. At the same time, based on e-commerce platforms such as tmall, Jingdong and Netease, it expands to the live broadcast field, and builds sales channels through the mode of building self broadcast platform and cooperation with head talent.

Based on the expansion of online channels and advertising, “white T” has achieved good sales in the two years since its establishment. The data shows that in the first eight months of 2020, the number of “white small T” paying users will reach 400000, and the revenue will exceed 100 million yuan. In March 2021, the monthly revenue of “white small T” increased to nearly 50 million yuan, 22 times higher than that of the same period of last year, and the revenue in the first quarter was close to the whole year of last year.

Meanwhile, the “TikTok T” has been repurchased for more than 8 million yuan in its private domain, and the comprehensive repurchase rate of all channels is over 25%. It ranks among the first brands of Tencent men’s clothing, and became the TOP1 of Jingdong T-shirt in February.

Online channel for “white small T” is a trump card, in the future development, “white small T” is not stingy that it will continue to increase investment in online channels. According to Zhang Yong, the founder of “white T”, in terms of marketing channels, the company will increase channel laying in 2021 and release an investment plan of 300 million yuan.

Compared with the “white T” in full swing, the development of traditional brands in men’s clothing market is relatively low. The data shows that in 2020, the performance of seven wolves, hinur, jiumuwang and China LiLang will decline to varying degrees. Data show that in the first three quarters of 2020, seven wolf’s revenue fell by 12.25% and net profit fell by 69.81%. Jiumuwang’s revenue decreased by 13.04% and net profit decreased by 27.62%. Hailan home’s revenue decreased by 19.82% and net profit decreased by 50.69%.

In sharp contrast, “white T” also wants to occupy a place in the domestic 600 billion men’s clothing market. Zhang Yong expressed the hope that through the development of 2021, “white small T” can become the synonym of T-shirt category.

Bao Yuezhong, a new retail expert in FMCG industry, said that such brands rising on the Internet have absolute advantages in online channels. Under the influence of last year’s epidemic, this advantage has been magnified infinitely and become popular rapidly. But compared with the traditional brand for many years, the accumulation of brand recognition, these online red brand is still a little insufficient.

Similarly, some people in the industry said that Fanke in the past few years was also in a mess by virtue of the Internet fire, but with the passage of time, brands that did not take root offline also disappeared in the eyes of consumers. Popular network is only the first step for brand development. If you want to go on for a long time, the product itself is still important.

On the financing situation, Beijing Business Daily reporter interviewed the brand, but as of press, no reply has been received.

Beijing Business News (reporter Qian Yu, Zhang Junhua)

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