In The Post Epidemic Era, SEMAR Opens A New Layout Of National Brand Products

Growing up in the high-speed Internet environment, generation Z is different from the lifestyle of previous generations and pursues more freshness and fun. For generation Z consumers, clothing is not only a simple way to look good, but also a tool for self-expression and a way to pursue inner choice. They enjoy the joy of dressing, can "poke" their nervous clothing, always can show their personality and attitude.

In the post epidemic era, the changes of macro-economy have led to dramatic changes in people's lifestyle, and the life of generation Z has also been significantly impacted. With the transformation of social form, the needs of generation Z are becoming more and more daily, practical and functional. In the post epidemic era, if clothing brands want to seize the Z generation, they must seize the change of their strong demand for functionality.

As a Chinese brand with a history of 25 years, SEMAR has made a series of strategic upgrades after understanding this change and constantly explores diversified functional products. In terms of functional fabrics, senrou cotton, which is softer, more comfortable and elastic than ordinary cotton, and intelligent warm down with functions of power bank heating and four gear temperature control have been successively introduced in 2020, and have been successfully applied to the products. Not long ago, the fashionable smart warm down jacket is the embodiment of SEMAR's determination to innovate.

With the coming of the year of the ox, SEMAR seized the consumer's demand for festival consumption and launched the new year special edition of Q + shoes, which won consumers' reputation in the Spring Festival war from the function and emotion.

Take consumer demand as inner core

The survey data show that the decision-making process of generation Z in purchasing shoes pays high attention to the feeling of q-soft sole. However, the hardness of EVA insole in most shoes on the market is about 50, which can not fully meet the needs of consumers. The special material formula is adopted in the soles of SEMA Q + series, which makes the micro structure foam fuller. The softness is within 37 degrees, which increases by 28%. It perfectly presents the "feeling of stepping on the excrement" they pursue.

Node insight is product connotation

In the new year of 2021, as a node across 2020, "the ox turns to heaven and earth" and "the year of the ox is lucky" and other words are full of people's social platforms. With the epidemic situation repeated again, the arrival of the year of the ox has become the spiritual sustenance of consumers. They hope that the epidemic situation will come to an end soon and good luck will come. Combined with the special emotional needs of the year of the ox, in order to let consumers understand the soft q-bomb of the new product, SEMAR integrated the product function "sole q-bomb" with the emotional demand of "good luck in the new year".

From experience design, sole Soft means walking on the road is stepping on very soft things, such as "dog excrement", cotton, etc.; from the perspective of node insight, "dog shit luck" has been synonymous with good luck since ancient times, popular and easy to spread. Seizing on these two points, SEMAR has given the new year special edition of Q + shoes the connotation of "dog shit luck": wear SEMA Q + shoes in the new year, take dog shit luck, and have a rich year. In order to better reflect the connotation of the product, the designer boldly adopts the camouflage yellow sole color, which symbolizes the new year's treasure color. From the connotation to the appearance, consumers can get a glimpse of the design concept of get products.

Since its launch, the new year's special edition Q + shoes have broken the circle on social platforms such as twitter, microblog and little red book. It is known as "dog shit shoes" by many fashion experts. This phenomenal nickname has become a product anchor point for the link between SEMAR and generation Z, and has won a lot of praise in the new year.

In the post epidemic era, Clothing brand It needs to be closer to consumer trends than ever before, and functional research and development go hand in hand with fashion personality. The success of Q + shoes confirms the change of Z generation's demand for this era: "we want more personalized products now.".

　　 Samma Focusing on product innovation, from meeting the consumer demand of generation Z to leading the consumption trend, it also shows the confidence and action of SEMAR in the layout of functional clothing to the society. Samma is leading the pattern transformation and remodeling of the clothing industry. It will bring more surprises in the future. It will continue to create the next Samma memory with innovative attitude, and become the leading brand of clothing industry innovation.