In the post-epidemic era, Semir brand opens a textbook for the new layout of national brand products
Generation Z, who grew up in a high-speed Internet environment, is different from the lifestyle of previous generations, and pursues new and interesting life. For generation Z consumers, clothing is not just as simple as looking good, but also a tool for self-expression and a way to pursue inner choices. They enjoy the joy of dressing, and clothing that can "poke" their nerves can always show their personality and attitude.
In the post-epidemic era, macroeconomic changes have caused drastic changes in people's lifestyles, and the lives of Generation Z have also been significantly impacted. With the transformation of social forms, the needs of Generation Z have become more routine and practical, and have put forward more functional requirements for products. In the post-epidemic era, if apparel brands want to capture the Z generation, they must grasp the change in their strong demand for functionality.
As a Chinese brand with a history of 25 years, Semir has made a series of strategic upgrades and continuously explored diversified functional products after understanding the consequences of this change. In terms of functional fabrics, in 2020, softer, more comfortable and elastic than ordinary cotton, Sensoft cotton has been launched, and it has power bank heating and four-speed temperature control intelligent down, etc., and has been successfully applied to products. The smart down jacket, which was all the rage not long ago, is the embodiment of Semir's determination to innovate.
As the New Year of the Ox is approaching, Semir seized the consumer's demand for holiday consumption and launched a special edition Q+ shoes for the new year. In terms of function and emotion, the brand won the reputation of consumers in the Spring Festival war.
[Somer Q+ shoes: consumer demand is the inner core, node insight is the product connotation]
Take consumer demand as the inner core
Research data shows that the decision-making process of the Z generation of shoes purchases high attention to the Q-soft soles, but the hardness of most EVA midsoles on the market is around 50, which cannot fully meet the needs of consumers. Semir's Q+ series sole adopts a special material formula to make the microstructure foam fuller, and the softness is within 37 degrees, which is increased by 28%, which perfectly presents the sense of stepping on shit they pursue.
Node insight is the product content
In the New Year of 2021, as a node across 2020, words representing good fortune such as "the ox turns the universe" and "the year of the ox" are flooding people's social platforms. The epidemic has repeated again and the year of the ox has become the spiritual sustenance of consumers. They hope The epidemic will end soon and good luck will come. Combining with the special emotional needs of the Year of the Ox, in order to allow consumers to understand the softness of the new product, Semir integrates the product function "Sole Q bomb" with emotional needs "good luck in the new year".
In terms of experience design, the soft sole means that walking on the road means stepping on very soft things, such as dog shit and cotton; from the point of view, "dog shit luck" has been synonymous with good luck since ancient times, and it is easier to spread. Keeping a close eye on these two points, Semir has given the new year's special edition Q+ shoes the meaning of "dog shit luck": Wear Semir Q+ shoes in the new year and take the dog shit luck and spend the wealthy year. In order to better reflect the connotation of the product, the designer boldly adopted the camouflage yellow sole color that symbolizes the new year's ingot color. From connotation to appearance, consumers can see the design concept of Get products.
Since its launch, the New Year’s special edition Q+ shoes have broken the circle strongly on social platforms such as Douyin, Weibo, and Xiaohongshu. Many fashionistas quickly realized that they were called "shit shoes". This phenomenon-level Nickname has become The product anchor of Semir and Generation Z has won a lot of praise for Semir in the new year.
[Continuous efforts: Constantly upgrade the brand to create Semir memory]
In the post-epidemic era, apparel brands need to be closer to consumer trends than ever before, and functional R&D and fashion personality go hand in hand. The success of Q+ shoes confirms the changes in the needs of Generation Z in this era, "we now want more personalized functional products", and also demonstrates Semir's confidence and actions in laying out functional clothing to the society. As a national brand, Semir never satisfies the status quo, and continuously develops products that meet the needs of Generation Z, opening a chapter of brand innovation and creating exclusive Semir brand memory.
The best era, the best opportunity—the rise of Chinese apparel brands
It is foreseeable that the clothing industry is returning from the commodity era to the product era. In the new era, consumers will no longer irrationally pay for excessive brand premiums, but are more willing to pay for functional value. The special growth experience makes the Z generation have stronger cultural self-confidence, more receptive to local brands, and they are becoming the leader of the consumer market as they become more mature.
In the short term, the domestic epidemic is well under control. Under the background of the cold winter, the peak season of the clothing industry is expected to extend; in the long term, the "14th Five-Year Plan" is released, and the growth rate of the clothing industry under the new pattern of consumer-side reforms is expected to increase. "The stronger the stronger." For local apparel brands, this is the best time and also the most challenging time. Whoever can seize the opportunity of changing consumer demand and break the siege can become the industry leader.
Without fear of challenges, speed up the layout-Semir is undoubtedly the strong one at the forefront
The Z generation will have higher and higher demand for product functions, which brings a lot of opportunities to the current apparel market, but also a lot of competition. Brands must abandon their traditional concepts and increase investment in the diversified needs of apparel. Whoever invests early and invests heavily can win this war!
Since the beginning of the epidemic, Semir has been aware of this change. It is the first batch of brands to undergo strategic upgrades: adhere to the design concept of quality, taste and attitude, take user needs as product orientation, and continue to break through and innovate. Starting from the intuitive needs of generations, we continue to inject fresh and personalized functions into the product life. Semir's development in recent years can be called a textbook transformation, and they have been at the forefront of functionally deployed apparel brands.
Meet the challenge and look forward to the future-Semir looks forward to the next dialogue with young people
In the era of ever-changing consumer demands, Semir, which is constantly renewing its youthful attitude and always maintaining a learning heart, is using its strength and attitude to become a brand that more and more young people like. With the new year's special edition Q+ shoes, Semir once again talked to Gen Z, refreshing the brand's memory to a new peak. The 25-year-old Semir is the Z generation in the Chinese clothing industry, and continues to accumulate brand potential. Let us look forward to its next work that talks to young people.
Semir focuses on product innovation, from meeting the consumer needs of Generation Z to leading the consumer trend. It also has the impulse of the Z generation to be bold and forge ahead, and it has the confidence to survive the industry ups and downs and still occupy the market. Semir is leading the transformation and reshaping of the apparel industry. It is hoped that Semir can bring us more in the future. Many surprises, continue to create the next Semir memory with an innovative attitude, and become an innovative leader brand in the apparel industry.
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