36 Krypton learned that the cutting-edge shoe and apparel brand “Reload” has recently completed a 30 million Pre-A round of financing led by Lanchi Ventures. This round of funds will be used for the supply chain construction and content creation of shoe and apparel brands, as well as attracting better talents to join.
It is understood that “Reload” is a shoe and clothing brand invested by “Make a Friend”. According to Yan Le, the head of the company, the company is currently raising a round of financing.
In August 2021, Make a Friend internally incubated and invested in the “Reload” brand. Different from most of the head anchor brands, the reloading project has chosen an independent company entity and an independent operation team since its inception, Yan Le, the person in charge, said: “We didn’t want to be a channel brand from the beginning, our goal is to To build one independent brand one by one, it will not be strongly dependent on a single anchor channel in the future.”
In addition to “Reload”, this company also owns a number of brands such as “What Horse”, “Joshua Tree”, “Ozone”, “Same Return from Different Paths”, including home furnishing, watch accessories, trendy clothing, original sneakers, etc. A fast-growing track. Among them, the “Reload” brand has grown brightly. In just half a year, the monthly GMV has exceeded 14 million, and the month-on-month growth rate has maintained an average of more than 40%, and it has begun to make profits in May.
Luo Yonghao brings goods for his own brand
As a consumer product brand incubation and management company, Yan Le said that they will strictly follow the data orientation when choosing the direction of the industry and category, and give priority to the outlet industry with large scale, fast growth and high gross profit. The first category they cut into was shoes and clothing. According to industry data, in 2021, Douyin e-commerce’s clothing and bags, as the largest category, will have a GMV scale of about 480 billion; in 2022, this number will double, and the overall GMV target will be raised to more than 1 trillion. Under the macro planning of the platform, this industry category has high growth and high scale.
In January this year, the products of “Reload” began to be launched and sold in the Make a Friend live broadcast room, and the response was good. As the “chief anchor” who made a friend, Luo Yonghao also brought goods for him many times, and publicly stated that he participated in the design and supervision of many of them.
After completing the cold start of the brand in the Make a Friend live broadcast room and establishing a certain degree of awareness and influence, the reload team began to establish independent sales channels such as brand self-broadcasting and short videos. Up to now, relying on the make a friend live broadcast The proportion of GMV generated during the period has dropped from 95% to about 15%.
The reason why it has grown so rapidly, Yan Le, the head of the company, believes that there are three main reasons.
1. With the help of the traffic and data support of the “Make a Friend” system of the leading domestic live broadcast e-commerce company, the measurement and data verification can be quickly completed, so as to create targeted models and rapid distribution of sales channels;
2. As an independent brand, the team has relatively strong design and management capabilities and the ability to control the trend of fashion. At present, they have explored a set of ideas for building brands and products that are suitable for them;
For example, in the planning of shoes, reloading will focus on re-engraving some of the more classic evergreen models whose appearance has passed the patent protection period. In terms of clothing selection, they will also capture popular data on the entire network, obtain user needs through data analysis, and then combine the measurement data and user characteristics of the Make a Friend live broadcast room to quickly launch new styles and sell them online.
The marketing team members of “Reload” come from first-tier Internet companies such as Ali and Byte. The product and supply chain team comes from traditional companies with years of experience in the physical industry, such as Adi, Fila, and Uniqlo. From the very beginning, they took control of their product design and supply chain capabilities.
3. In order to keep up with the sales rhythm in the live broadcast room, “Reload” has upgraded and transformed the traditional supply chain. The original 3-month shoemaking process from design to online sales was compressed to 15 days. In terms of clothing, it also adopts the flexible supply chain model of small orders, quick response, and insists on first producing and re-ordering based on the measurement data in the live broadcast room of making a friend, and then quickly re-ordering and replenishing after obtaining a large number of orders from its own channels. The advantage of this is that compared to peers, inventory turnover and cash pressure are less, and sales profits are higher.
In addition, as for how to build a long-term independent brand, Yan Le said that the current strategy on the supply chain side is relatively mature. On the marketing and sales side, they will continue to expand new channels and strategies, and develop more matrix numbers. “For example, a live broadcast room with an average daily GMV of 500,000 can form a corresponding methodology and replicate it on a large scale.” “Compared with our peers, we have more advantages in acquiring traffic. One of our most popular products is exposed on the entire network. The volume exceeds 200 million, and its influence has also penetrated into Taobao, Kuaishou and other platforms other than Douyin.”
In addition to Douyin, the team is also actively expanding channels such as Taobao live broadcast, short video stores, and Kuaishou, which are still growing at a high speed or sinking deeper.
According to Yan Le, the business goal of “Reload” in 2022 is to complete 350 million sales.
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