As an empowering designer and brand, INXX is becoming a trendy lifestyle for young people

"Culture is the foundation of future retail, and street culture is moving closer to the mainstream."

INXX founder SAM believes that the tidal brand has not been subcultured among the young people. The popular Chinese hip-hop has proved this from another level.

“The fashion brand consumption has become one of the mainstream choices for young Chinese consumers wearing daily clothes.” Zhou Xiang, Managing Director of Huaxing Capital, also discovered the opportunity of the trendy brand market. Young consumers are increasingly pursuing personalization and they like to express their attitudes clearly. At the same time, their spending power is constantly improving.

Tide brand is entering the brand outbreak period.

Founded in 2014, INXX is a trendy fashion collection platform headquartered in Hangzhou. Currently, the team has a total of more than 180 people. It owns independent brands such as INXX, Pilgrimage, Stand by, Black and Blank, and Screw Loose, including clothing, shoes and bags, and jewelry.

At the beginning of 2018, INXX completed several rounds of billions of rounds of financing in the B round, led by Junlian Capital, and Qifengfeng Qiyun followed the vote. The funds will be mainly used for the construction of brands, channels, supply chains, and teams. Previously, the company had won 10 million yuan Series A round of financing from Zhongbi Fund, Zhonghui Capital, Detong Capital, and Huafu Holdings.

SAM revealed that 2017 revenue from INXX has tripled compared to 2016. In the wave of rising tide brand, INXX momentum is fierce.

Bridges: Making Tide Brands for Domestic Young People

When the first domestic trend of the ICON was born, SAM, who was one of them, found that young people were enthusiastic about the internationally famous fashion brand. However, there were many difficulties in purchasing channels.

Since then, INXX has entered into cooperation with a number of internationally renowned street fashion brands in the form of buyout authorization and agency sales. Currently, it has authorized the introduction of more than 140 international tidal brands such as HBA, NBHD, Raf Simons, Rick Owens, mastermind japan, Yeezy and KTZ.

INXX has captured the great interest of international brands in the Chinese market, and at the same time, it is not well aware of the local market. There is no gap in terms of channels and sales conditions. While building its own brand matrix, it also provides the most access to the Chinese market for many international brands. Good opportunity.

In the past four years, INXX has opened more than 130 offline stores in high-end commercial complexes such as Hang Lung, Yintai and Kerry Centres, including INXX High Street Fashion Buyers, X Concept Stage Concept Shops and inxxstreet Fashion Street Collection Stores. Three types.

Among them, the INXX High Street Fashion Buyers Collection Store is the most important form and has gathered more than 140 international trend brands such as KTZ, IH NOM UH NIT, Juun.J, and CHRISTIAN DADA. Early INXX relied on overseas street fashion to bring popularity, but now it has reduced its operating proportion. At present, each store’s own brand and overseas tide brand display each occupy half, while the self-owned brand brings 80% of sales to the store.

Due to the high demands of fashion on fabrics, INXX High Street Fashion Buyers Collection Stores are relatively light and luxurious. The annual unit price is around RMB 2,000. Last year, INXX launched a more cost-effective inxxstreet fashion street collection shop, the unit price between 600-1200 yuan, in order to meet the income of young people who prefer street culture.

The concept of X Concept Stage buyers is more high-end positioning, corresponding to the international high-end fashion brands. These brands are relatively niche. In SAM's words, “the number of consumers who are attracted is far less than the industry person who is looking for inspiration.”

For offline stores located all over the country, INXX has always insisted on using the “franchise” model. SAM believes that “affiliates can better understand the local market and understand local users than brands.”

Before INXX was founded, the SAM team set aside nearly four years of successful experience in e-commerce operations. At present, although offline channels are the main channels, INXX has already deployed 2 Tmall Stores, 1 Taobao Store and 1 Mobile Mall online channel.

In 2018, INXX will continue to maintain its fast pace of development. It will focus on the development of strategically oriented benchmark shops and trend business districts, and will use inxxstreet fashion street collection stores as the foundation for future channel increase, while focusing on other potential channels and platforms. Through technology development and cooperation with various platforms, we have continued to promote online and offline integration, deepening rapid response and optimizing product circulation.

SAM told the headline reporter that under the new retail, the two most important things about INXX are getting consumers and keeping consumers. This year, we will increase the offline POP UP STORE short-term store and Changqi POP UP SPACE+ mobile vertical operation community to achieve a sustainable operation mode, and strengthen the operational logic and specific implementation means.

Enabling: Incubating Designer Brands and Strengthening Their Own Brands

In addition to cooperating with international first-class street fashion brands, the development of INXX self-owned brands is even more remarkable. At the same time, the platform has opened up design, supply chain, channels and marketing capabilities to independent designers, providing both designer assistance and diversity. Content and continuous design innovations keep the platform alive.

INXX through the form of M&A cooperation + incubation + channel cooperation, the investment cooperation designer and the brand are closely tied in the early stage, and in the form of incubation and channel cooperation, they will bring commercial value to the new brand in a short period of time. At present, five mature designer brands such as SOPHIESUN, UNROW, WOMBMONKEY and MARSSOLO have been successfully hatched.

For a single product designed by an independent designer, neither the raw material nor the processing technology can be mass-produced directly. On the one hand, factories do not necessarily have the ability to quantify this difficulty; on the other hand, the cost of such processing products is difficult to control.

In this regard, INXX has set up a small model factory in-house. Multiple production process teams help designers “adapt” single products into products that can be mass-produced and serve as incubators for designers to cultivate talented designer brands into mature products. Trend brand.

The designers who have worked most with INXX are not those big designers, but a large group of young designers with very high growth. “INXX provides designers with market feedback, provides sales channels, and restores their business value; it also helps designers to promote their brands into other branded stores to help their brands add value and make money,” said SAM.

The relationship between INXX and the designer is "open cooperation" instead of "who is above whom."

Because the platform has a large number of designers and original items, INXX has a special status in the wave of the world, which is a collection of long-tailed, exclusive SKU. These highly personalized products have attracted a large number of influxes, fans, hipsters, and individual items on the platform. These elements have prompted INXX to start developing from platforms to ecology.

In addition, INXX establishes a detailed development resource library and cooperates with international designers. “Through this window, you can see the trend of the international fashion trend one year in advance to provide more information for the brand.” SAM told the headline reporter, INXX kept upgrading raw materials and new processes, and on the latest materials and processes For development, product development continues to retain its advantages.

INXX has invested heavily in its existing supply chain. In the production process, it has focused on improving quality standards and strengthening its management and control system. The 80,000 square meters storage system that was launched last year has effectively connected the flow of goods and information across all channels.

Vision: Follow the trend and create a trendy lifestyle for young people

The 90 generation has been paying more and more attention to choosing their favorite lifestyles. They no longer care too much about the secular vision. Their way of thinking is affecting the entire industry and will change the inherent consumption habits.

As they grew up in the bonus period of the Internet era, the Tide brand is more in line with their preferred Internet culture in all dimensions. The Tide brand has no taboos in design and is full of joking and alternative reading.

"Similarly, INXX did not stick to the traditional model at the very beginning of its birth," SAM said to the founding reporter.

INXX uses more pioneering elements in fashion design, and pays more attention to identity and attention to the community in cultural expression. Through cooperation with different KOLs and artists, it opens different forms of POP UP, creating a unique cross-border joint name. Brand tone. "The trend is not an instantaneous trend. It has the most free expression and represents the style of a new generation of young people," SAM added.

Zhou Xiang believes that INXX provides an irreplaceable fashion and cultural consumption platform for young consumers over 16 years of age. With a multi-platform and multi-brand model featuring personalized design, collective selection and fast SKU renovation, INXX solves consumer problems. There is a lack of commercialization of the core pain points at the Buy and Tide brands.

In the next 3-5 years, INXX will continue to adhere to multi-brand, multi-platform and multi-channel strategies. Through precise and efficient development strategies and international brand-name brand operations, INXX will shape and enhance platform capabilities and overall brand tension and brand value.

SAM hopes to turn INXX into a truly international fashion trend brand, shaping inxxstreet as a benchmark for street fashion brands, and promoting the overall development of the street tidal brand through the rapid advancement of the national expansion strategy and the creation of street tidal brands. Street tide brand benchmark position.

With the rise of the tide brand consumption, in the near future, INXX will become the main brand group that gives young people a fashionable lifestyle.