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Analysis and Prospect of China's Customized Tourism Development (Part I) _ Personalization

Original Title Analysis and Prospect of China's Customized Tourism Development (Part I) With the continuous improvement of people's consumption level and education level the continuous improvement of various tourism facilities and conditions and the application and popularization of various new technologies with the Internet as the core tourists are more pursuing the individualization and uniqueness of tourism and paying more attention to the quality and experience of tourism In this context customized tourism has emerged and become an important force in the tourism industry Customized tourism plays an extremely important role in satisfying people's good life At present China's customized tourism is in a period of rapid development but its potential is far from being exploited By analyzing the development status of customized tourism in China this report combs the existing problems puts forward the path of optimizing the development and looks forward to the prospect of customized tourism in China which will be conducive to the healthy and sustainable development of customized touri sm in China Analysis and Prospect of Customized Tourism OD（outside diameter）tape measure Development in China (Part One) Over the past 40 years of reform and opening up China's economic and social development has made rapid progress and many new situations and trends have emerged in the development of various undertakings At present the main social contradictions in our country have been transformed into the contradiction between the people's growing need for a better life and the unbalanced and inadequate development People's pursuit of a better life is becoming more and more urgent especially the demand for individualization differentiation and quality During this period China's tourism industry has also achieved rapid development and various forms of tourism have emerged In recent years the proportion of traditional tourism forms in the overall tourism business has been decreasing year by year and the tourism market is gradually changing from a seller's market to a buyer's market but traditional tourism still occupies a dominant position However due to the different understanding of tourism products or services between tourism suppliers and consumers the contradiction between supply and demand is still prominent With the continuous improvement of Chinese people's consumption level and education level coupled with the continuous improvement of various tourism facilities and conditions the concept of leisure tourism is becoming more and more popular Tourists pay more attention to the quality depth and experience of tourism and pursue more individualization and uniqueness Traditional tourism modes such as group tours have been unable to meet the needs of tourists at a higher level The emergence of customized tourism is just in line with the pursuit of personalized and autonomous tourists At present customized tourism has become a hot topic As far as the current development is concerned the proportion of customized tourism in the whole tourism product and service system is relatively low and it still has great potential for development But at the same time there are also many problems in the development of customized tourism such as the divergence of understanding of its connotation and extension its positioning in the whole tourism products and services the dilemma of mode innovation and the slow speed of market development Based on the current situation of customized tourism in China combined with the problems in the development process this paper will further explore its development trend First the concept of customized tourism (1) The development process of customized tourism in China With the sustained and rapid development of China's economy and society and the extensive popularization of tourism activities the scale of tourism market groups is expanding day by day the status of tourism in people's daily life is constantly improving and tourists'awareness of tourism is becoming more mature and tourists are more pursuing diversified and personalized tourism More and more attention has been paid to the cultural and spiritual experience in the process of tourism which has prompted tourism enterprises to constantly innovate tourism products or services promote new tourism modes and formats and provide a good environment for the rise of customized tourism Expand the full text From the perspective of historical process from 1990 to 2000 Chinese people's willingness to consume tourism continued to grow and group tourism was the most important mode of tourism in this period; from 2001 to 2013 China's economy developed rapidly the number of high-income groups increased year by year and high-end customized tourism agencies began to sprout and gradually explore; By 2016 with the growing of high-income groups group tours and self-help tours have been unable to fully meet the personalized needs of this part of the group so customized tourism began to grow and expand; after 2016 a large number of organizations related to customized tourism have emerged tourists'awareness of customized tourism has been continuously improved and customized tourism has entered a period of rapid development

(2) Definition of Customized Tourism At present there are relatively few systematic studies on customized tourism and the definition of customized tourism has not yet formed a unified understanding at the academic level Generally speaking customization means that producers produce or design products or services that meet the individual needs of consumers according to their different needs and often require consumers to participate in the process of product or service production The definition of customized tourism presents a trend of contention among a hundred schools of thought Some researchers have proposed that customized tourism is a high-end tourism mode dominated by tourists According to the individual needs of tourists tourism enterprises design and produce tourism products or services that meet the needs of tourists Some researchers hold a similar view that customized tourism is designed and provided by professional tourism consultants according to tourists'specific travel wishes from the aspects of food housing transportation travel shopping and entertainment to provide high-end tourism products or services that fully meet the individual needs of tourists Some researchers also believe that customized tourism is a kind of tourism mode in which tourism enterprises arrange various elements of tourism itineraries according to the needs of tourists and let tourists participate in the design process of tourism products or services so as to satisfy tourists'individualized pursuit of tourism experience and ultimately realize tourism value Customized tourism mode weakens or removes intermediaries which can provide more personalized products or services for tourists The above definition of customized tourism has something in common One is that customized tourism is a form of tourism centered on tourists and the other is that it emphasizes the participation of tourists In terms of development it is the primary feature of customized tourism to emphasize tourists and their personalized needs as the center In the vision of customized tourism enterprises every tourist is a subdivided target market Tourism enterprises are committed to meeting the personalized needs of tourists and regard the needs of tourists as the first priority; Emphasizing the participation of tourists is the continuation of taking tourists as the center and also further highlights the characteristics of customized tourism different from traditional tourism from the perspective of tourists that is the participation of tourists in customized tourism is far greater than that in traditional tourism and tourists participate in every important link in the overall design process of tourism products or services When defining customized tourism most other researchers also emphasize the communication between tourism enterprises and tourists respect the individual needs of tourists and pay attention to the participation of tourists in tourism products or services but some focus on modular design or production some pay more attention to the budget of tourists and some highlight the products or experiences around tourism It can be seen that on the whole there is a consensus on the definition of customized tourism in China but there are still some differences in the detailed design of products or services and process reengineering so in the actual operation process many customized tourism enterprises show different styles and emphases (III) Types and Forms of Customized Tourism According to the nature of different channels it can be divided into offline customized tourism and online customized tourism Offline customized tourism mainly includes customized tourism modes for groups and individuals (families) Customized tourism for groups is organized by tourists or relevant organizations Specific contents such as tourism routes are determined by teams and tourism enterprises Tourism enterprises provide products or services that meet their requirements according to their requirements; Customized tourism for individuals (families) takes individuals (families) as units to appeal to tourism enterprises and tourism enterprises give professional customized tourism programs one-to-one Online customized tourism is divided into B2B B2C C2C and other forms according to its different operation modes (see Table 1) Online customized tourism has become a new growth point of customized tourism and its proportion in the whole customized tourism business is gradually increasing According to the different service groups it can be divided into high-end customized tourism and mass customized tourism High-end customized tourism serves the needs of high-income groups with its unique tourism resources The profit margin of a single order is relatively high but the production capacity is relatively low; Because of the lack of superior resources mass customized tourism generally integrates existing tourism resources provides relevant customized tourism products or services for low-income groups tailor measure tape and achieves profits by increasing the number of orders (see Table 2) According to the degree of participation of tourists customized tourism can be divided into three types demand-side customization balanced customization and supply-side customization (see Table 3) Demand-side customization is mainly dominated by the demand-side that is tourists Tourists put forward product or service design requirements and deeply participate in them The final product or service completely or mostly meets the individual needs of tourists In this type tourists have the highest degree of participation; Under the type of balanced customization although tourists have personalized needs their goals are not clear enough and it is difficult for tourists to make decisions on the choice of products or services which requires both suppliers and demanders that is customized tourism enterprises and tourists to communicate many times and on this basis customized tourism enterprises give a variety of flexible customization schemes to guide tourists In this type tourists have a higher degree of participation; in the supplier type tourism enterprises adjust and reconstruct the standardized products according to the tourists' unclear personalized requirements and then submit them to the tourists for selection while in this type tourists have a lower degree of participation The types of customized tours can also be subdivided into parent-child customized tours family customized tours couples customized tours according to different groups and themes or into North American tours European tours and East Asian tours according to different regions In short customized tourism can be based on different standards from different perspectives subdivided into a variety of different types or forms which is an important manifestation of customized tourism centered on tourists Because tourists'personalized needs vary greatly and they are at different levels or belong to different fields the division of customized tourism products or services is relatively flexible Customized tourism enterprises can create different types of products or services according to their own business characteristics and business focus to meet the diverse and personalized needs of tourists II Development Status of Customized Tourism in China (1) Several Misunderstandings about Customized Tourism 1 Customized tourism equals high-end tourism Many tourists think that customized tourism is a kind of high-end tourism which is equivalent to luxury tourism and luxury tourism Admittedly in the early stage of the development of customized tourism in China the form of customized tourism is mainly high-end customization but with the continuous development of economy and society customized tourism has shown a variety of forms of development high-end customization still exists but it is not the only form Therefore the "high-end" price presented by high-end customization should not be magnified infinitely and the high-end here should be understood as relatively high-end In fact the high-end of customized tourism should be more reflected in the fact that it is centered on the needs of travelers reflecting the importance of tourists Tourists have more initiative and choice in tourism products or services Compared with the role of tourists in traditional tourism they are in a higher position play a greater role and get better experience This is the real embodiment of the high-end side of customized tourism Moreover the price of customized tourism products or services has dropped dramatically compared with the early stage of development and the price gap between them and traditional tourism products or services is gradually narrowing coupled with the improvement of people's income level and the expansion of tourism consumption expenditure all of which make customized tourism popular and not exclusive It is possible to become a mass tourism product or service that everyone can participate in 2 Customized tourism can not achieve scale Some operators of customized tourism enterprises believe that customized tourism is difficult to design or produce in batches because of its emphasis on individualization and difference which makes customized tourism enterprises unable to achieve large-scale operation In fact with the continuous application of new technologies such as the Internet customized tourism enterprises are more convenient in collecting and analyzing various data such as tourist information Enterprises have established a powerful database which can be used to quickly generate personalized tourism products or services according to the needs of tourists The key and difficult point to achieve scale is how to firmly grasp the consumption demand of tourists and increase their return rate which is also an important issue to enhance the profits of customized tourism enterprises

3 Customized travel is equivalent to "Fully Customized" Many tourists think that the products or services of customized tourism must meet their own needs and be unique which is totally different from the products or services customized by other tourists It should be admitted that the products or services provided by customized tourism enterprises to tourists are personalized and unique but if customized tourism enterprises do not have standardized or modular product or service material reserves then each customization will غير مجاز مي باشدt a lot of manpower and material resources and pay high development غير مجاز مي باشدts which is not in line with the business rules and profit models of customized tourism enterprises Therefore the current customized tourism must be a combination of standardization and personalization and the personalized needs of tourists can be changed or adjusted through standardized modules to form personalized products or services that meet the needs of tourists (2) The Development Status of Customized Tourism in China — — Taking Online Customized Tourism as an Example At present online customized tourism has become an important new force in China's customized tourism representing the future development direction of customized tourism Compared with other types of customized tourism the data of online customized tourism is easier to obtain and more typical which can reflect the current situation of the development of customized tourism in China According to Erie Consulting Research the total scale of China's customized tourism market in 2017 was 865 billion yuan of which the scale of online customized tourism transactions reached 68 billion yuan with an online rate of 79% (see figure 1) From the existing transaction scale and online rate China's online customized tourism is still in the early stage of development and there is still much room for development in terms of products or service forms Considering the continuous innovation of the future business model of online customized tourism the gradual expansion of the groups covered and the trend of integration between online and offline data this report believes that the transaction scale of customized tourism in China will continue to grow substantially and the online rate will continue to rise 1 The development status of customized tourism in B2C mode As far as the current development trend is concerned the self-operated B2C mode can effectively control the quality of products and services and provide a good space for the career development of customizers which is conducive to the long-term development of customized tourism enterprises but it is difficult to achieve rapid and large-scale development because of its relatively high offline labor غير مجاز مي باشدts; Relatively speaking the platform B2C model is more difficult to control the quality of products and services but it can easily achieve scale expansion 2 The development status of customized tourism in B2B mode With the increasingly fierce competition in the client market customized tourism enterprises will expand their business to the same industry enterprises and this model is developing rapidly However there are still many difficulties in the promotion of customized tourism distribution platform and the establishment and unification of industry standards still need to be explored 3 The development status of customized tourism in C2C mode Due to the uneven level of customization ability of a considerable number of individual customizers or tourists and the lack of systematic support for tourists'related services the secondary consumption rate of C2C mode customized tourism is relatively low It can be seen that at present China's customized tourism is in a period of rapid development but the rapid development does not mean that the customized tourism market has matured but that customized tourism is entering a fast development channel it will still encounter some bottlenecks and uncertainties in its development and the customized tourism market is still facing many problems in the process of development For example many tourists still do not know enough about the mode of customized tourism and the proportion of customized tourism enterprises in the whole tourism industry is relatively low so the development space of customized tourism in China is huge To be continued Author Sun Pengyi Doctor of Management Visiting Scholar Tourism Research Center Chinese Academy of Social Sciences Editor-in-Chief Song Rui Return to Sohu to see more Responsible Editor tape-measure.com

Starting from a piece of underwear, how "NEIWAI Inside and Outside" moves towards a lifestyle brand | Multidimensional Link _ Liu Xiaolu

Original title Starting from a piece of underwear how "NEIWAI Inside and Outside" moves towards a lifestyle brand | Multidimensional Link March 5 2021 Duowei Haituo No1043 This article is 8460 words recommended reading time 14 ~ 15 minutes Since the founding of Neiwai Liu Xiaolu has made it more clear that Neiwai should become a lifestyle brand of intimate clothing belonging to the new middle-class women providing intimate clothing and peripheral products in line with their lifestyle and living conditions She believes that "brand + channel" can help avoid pure traffic competition at home and abroad and achieve differentiated brand development Such barriers require a lot of time and energy and there is no way to form them quickly through the support of capital Author | Yang Yiqi Editor | Shao Lele Source | New Business Intelligence NBT With the signing of global spokesperson Faye Wong in 2020 as the node NEIWAI Inside and Outside (hereinafter referred to as "Inside and Outside") has entered a new stage it has completed the construction of three core categories of underwear home furnishing and sports; this year it will accelerate the expansion of offline stores to 250 in the form of big stores and joint ventures; On this basis consolidate the positioning of "intimate apparel lifestyle brand" serving contemporary women In garment measuring tape the past eight years the underwear brand which was founded in 2012 has been regarded as the initiator of the new era of underwear consumption through the innovation of design style and the innovation of categories such as underwire underwear starting from "making a piece of underwear that makes people free physically and mentally" From 2015 to 2018 both inside and outside the country fully enjoyed the dividends of changes in women's consumption concepts with an average annual growth rate of 400% online At that stage the competition for new underwear brands was not as fierce as it was in the past year Both inside and outside the choice of the first brand and then to maximize the expansion of the crowd which is obviously different from many new brands later "first flow then brand" short and smooth play On the one hand it has invested impressive energy and resources in brand building its insight into women's needs appropriate spokesperson selection (from Du Juan Tan yuanyuan to Faye Wong in 2020) high-level content marketing capabilities precipitated relatively stable brand values and won the emotional recognition of some female consumers It is no exaggeration to say that it is the new brand that attaches the most importance to brand building and has the highest investment غير مجاز مي باشدt in China Founder Liu Xiaolu said that the reason why both inside and outside attach so much importance to the accumulation of brand equity is to form uniqueness and scarcity in the industry or in the minds of consumers "only uniqueness and scarcity are long-term barriers to competition" On the other hand it has been laying offline channels since 2017 and expanding its category in 2018 to strengthen the positioning of its intimate clothing lifestyle brand Today a total of 110 retail experience stores have been opened in the head business circles of 29 first-and second-tier cities across the country covering four major product lines of underwear household casual clothes dance sports and household products Liu Xiaolu told New Business Intelligence NBT (WeChat official ID newbusinesstrend) that in 2020 home casual clothes accounted for 60% of offline sales and ACTIVE which accounted for 10% of the sports line in the same period will be the next key development category In 2021 the proportion of online and offline sales of sports line is expected to increase to 20% A problem that has to be faced directly is that the competition in the underwear brand track is becoming extremely fierce In 2020 Ubras and Jiaonei broke the online sales record created by Uniqlo underwear line and jumped to the top 2 of Tmall underwear category by virtue of their super single product strategy and the dividend of live broadcasting outlet with sales exceeding 1 billion Designer customized brand Livarymio large cup bra brand toffee pie sinking channel brand GOso Xiangxiu Bestie and many other new brands are also rising rapidly with the support of capital and platform level Faced with the next competition Liu Xiaolu said that the internal and external capabilities needed online have been completed including the introduction of cloud size-free underwear more suitable for online sales and the establishment of its own user growth team

Expand the full text More importantly the brand equity and offline channel layout precipitated in the past eight years are regarded by Liu Xiaolu as double barriers to internal and external competition Especially when more and more new brands compete for traffic online the price war may be inevitable "Brand + channel" can help avoid pure traffic competition at home and abroad and achieve differentiated brand development Moreover such barriers require a lot of time and energy and there is no way to form them quickly through the support of capital What kind of lifestyle brand do you want to be in the longer term Liu Xiaolu mentioned two Role Models Lululemon and CHANEL Sports brand Lululemon has led a healthy lifestyle through high-quality products and community marketing In a relatively high positioning through strong brand value and retail layout it has precipitated a group of loyal fans with global annual sales exceeding 30 billion yuan CHANEL has become a classic female brand by liberating women's own dressing concept which meets the needs of modern women from inside to outside For Liu Xiaolu Lululemon is the tactical benchmark and CHANEL is the spiritual goal Next we should seamstress measuring tape not only leverage the whole channel operation through offline channels and brand building but also continue to do a good job in product service and value resonance so as to become a lifestyle brand that always stands with contemporary women 01 Category coverage Subvert the life scenes of new middle-class women In 2020 when Faye Wong was officially announced as the global spokesperson of the brand she chose a promotional photo of Faye Wong wearing casual clothes at home and abroad in order to declare that she is a full-range intimate clothing brand The process of internal and external growth into the whole category can be divided into two stages The first stage is to expand from underwear category to household casual clothes; now it is in the second stage from household casual clothes to sports series Underwear is a very suitable category to enter the market because the fabric tailoring and quality of intimate clothing will bring more intense feelings to consumers once consumers identify a brand loyalty will be very high In 2011 when Liu Xiaolu and her husband Li Jiang traveled to New York they met Li Jiang's friend a 70-year-old New York woman When they talked about underwear the old lady mentioned that because of her sensitive skin she could only wear high-quality fine cotton underwear After meeting Swiss brand HANRO in her twenties she did not change other brands for the next 50 years What touches Liu Xiaolu is that a good underwear brand can accompany a woman for a lifetime In other words a brand that is willing to insist on quality first has a very strong extensibility This is an advantage origin that can become a full-category brand of lifestyle inside and outside Underwear has also contributed to the expansion of internal and external categories to some extent Because of the low purchase frequency and unit price of underwear and the loyal users at home and abroad are beginning to look forward to more products with "internal and external" style so with the shift of channel focus from internal and external to offline in 2017 the product side began to develop household casual wear and sportswear series to enrich the product line and price band which has become a trend The latter two prices were later fixed between 300 and 1000 yuan From another point of view it can also be said that more than 100 offline stores have boosted the category expansion both inside and outside In 2018 the series of casual clothes at home and abroad was officially launched From bras to casual clothes at home the correlation itself is very high and in order to meet the needs of women for the subdivision of casual clothes at home the products are endowed with multi-scene adaptive design which is very consistent with the lifestyle of contemporary women Now this series has included home clothes with chest pads water-soluble wool sweaters "Simple Ning" denim style casual pants down jackets and other products and what is more rare is that these products are very "inside and outside" at the same time Serious Sleep Home Series Category expansion allows offline physical stores to continue to grow in terms of customer orders and connections the national average unit price of customers is 1200 yuan four times that of online stores Liu Xiaolu believes that the new middle-class women attracted by product positioning and brand building at home and abroad provide a good user base for the subsequent category expansion

This group of users is the most difficult to impress because they are very picky about products and brands But they have higher brand awareness and loyalty and stronger consumption ability This group of people is also the market base for both inside and outside the sports line especially sports has become a lifestyle that new middle-class women are keen on in recent years In 2019 an independent sports brand "NEIWAI ACTIVE" "was set up at home and abroad and a ballet dancer Tan yuanyuan jointly launched the NEIWAI ACTIVE ballet sports series opening up the development of pan-dance sports category with ballet as the starting point Choose to cooperate with Tan yuanyuan so that the sports series continues the brand temperament of "soft and powerful" This has always been the strength of both inside and outside promoting brand building through highly compatible spokespersons (or brand ambassadors) The sense of surprise caused by Faye Wong's endorsement last year is also a typical example Tan yuanyuan Wears Ballet Sports Series If the expansion of underwear to home is logical then NEIWAI ACTIVE is another important layout of lifestyle brands both inside and outside The opportunity is that in the domestic women's sports brand market in addition to high-end brands such as Lululemon and mass sports brands with practical performance orientation there are not many high-quality light sports brands for new middle-class women At present women's sports brands on the market are at the price of 100-200 yuan which belongs to the fast fashion type What we want to enter is the market where the price is more غير مجاز مي باشدt-effective than Lululemon but the positioning is higher than other sportswear brands Compared with other brands on the market Liu Xiaolu believes that the core competitiveness of ACTIVE has two points On the one hand because she started making underwear she knows Chinese women's breasts very well both inside and outside and has more advantages in the research and development of sports bras On the other hand the sports series continues the aesthetic style inside and outside and will do better in sports color and fashion NEIWAI ACTIVE Products After the past two years of polishing NEIWAI ACTIVE's supply chain system has been relatively mature product functions and professionalism are ready the next focus is on design and brand as well as product richness Liu Xiaolu predicts that this autumn and winter you will be able to see "NEIWAI ACTIVE" clearer positioning and rich categories "a style of women's sports brand that is different from what you see on the market" Liu Xiaolu's expectation for NEIWAI ACTIVE is to double the proportion of sales in 2021 and achieve 3-4 times the scale growth Its time window is that in addition to mature brands such as Nike Adidas and Lululemon many emerging sports brands have not yet established large-scale offline channels Sportswear especially bras is a consumer product category that relies heavily on offline experience and online use has only eaten up five points of business in a few years Underwear casual clothes at home and sportswear can basically cover most of the life scenes of new middle-class women Moreover the use scenarios of these three categories are becoming more and more blurred in contemporary women's lives and they can be matched with each other to form a new style of dress which is also applicable to more diverse scenarios What we want to do is to explore these styles and scenes and meet the needs of contemporary women from inside to outside Liu Xiaolu said "In the future there is still a lot of room for extensibility and imagination in the expansion of internal and external categories because the name" internal and external "itself has a great extension and is not restricted by a certain category which is still very important for a brand" She told New Business Intelligence NBT that internal and external product planning for the next five years has been completed especially for the 10th anniversary of the brand next year there will be a new presentation in terms of category product design and cross-border co-branding In addition to category expansion there are also some new concepts inside and outside to give users a sense of freshness every year " (brand) core is maintained but there must be continuous innovation" For example while the category is expanding the internal and external product styles are also evolving

In the past it was considered to be a brand with cold colors inside and outside but now the design styles inside and outside are more diverse and there are many products with bright colors but in line with the overall style of the brand 02 Accelerate offline expansion Form a brand moat From 2015 to 2018 the internal and external online growth was very fast with an annual growth rate of 400% ranking the top five in the Tmall underwear category But at the time of the fastest development of domestic and foreign e-commerce the company decided to open offline retail stores Because Liu Xiaolu knows the characteristics of intimate clothing very well new users need to try it on and good material customers need to touch it by hand Facts have also proved that 90% of the sales of global and domestic intimate clothing brands come from offline On the other hand the ownership of online traffic is in the hands of the platform if the new brand does not have enough brand influence once the revenue growth slows down the traffic resources may be reduced Moreover because the channel is not controlled by itself the communication between the brand and consumers is limited Under such circumstances offline expansion is imperative In 2017 domestic and foreign enterprises began to invest heavily in expanding offline channels Liu Xiaolu's first shopping mall is Shanghai Jing'an Kerry Center "the first store inside and outside must be opened in the core area of Shanghai" But for new brands at that time it was very difficult to enter the best offline shopping malls For this position Liu Xiaolu waited for a year but during this period she made a lot of preparations including training the team opening Showroom and collecting user feedback Because the first store site is well chosen the subsequent process of expanding the store inside and outside is also very smooth As of February this year it has 110 retail experience stores in 29 first-and second-tier cities across the country and has strategic cooperation with first-tier owners such as Kerry Sun Hung Kai Swire Henglong and Huarun In these shopping centers the stores inside and outside are basically around women's wear and lifestyle brands rather than underwear areas If online needs to plant brand mentality through spokesperson selection and content marketing then the most intuitive manifestation of offline brand moat is "where to open who is your neighbor" This is what Liu Xiaolu values most in site selection NEIWAI Offline Stores Over the past three years the single store model has been established both inside and outside and the profit of offline stores has been realized with the national average floor efficiency exceeding 4500 yuan per square meter bra measuring tape The front-end improves the output of a single store through category expansion; the back-end reduces the in-store inventory by 30% through the digital system of distribution In September last year the company began to fully connect small programs and offline stores to raise the ceiling of single store sales This year the internal and external offline channels officially opened a new stage one is to expand the area and explore the big store model and the other is to accelerate the expansion of standard stores through the joint venture model In the past physical stores were mainly underwear and home clothes and the area of standard stores was about 70-80 square meters Opening large stores inside and outside is not only to meet the needs of sports category expansion but also to deepen the positioning of lifestyle brands This can refer to Lululemon which has more than 500 stores in the world but each store is more than 300 square meters and the total sales scale has reached nearly 30 billion yuan The important reason for the considerable sales scale is that the output of a single store is high enough and the output of a single store depends on the quality richness and frequency of new goods In order to achieve a larger sales scale firstly it is necessary to increase the proportion of sports category because the purchase frequency of sports category is higher than that of underwear; secondly it is necessary to expand the store to carry more abundant product lines In April this year a new flagship store of 220 square meters will be opened in Jing'an Kerry Center to explore a new generation of store models Liu Xiaolu revealed that in addition to underwear and casual clothes at home the flagship store will also present a more complete sports series in the form of a store-in-store In the new flagship store the core is "body free experience" inside and outside Through the decoration and layout of the store the aesthetic language of the body is transformed into an offline space with "all-round sensory experience" such as the touch of wall texture and clothing fabrics and the feeling of fragrance blending with air If this model of stores can run through we will plan to open such stores in the first-line business circles of each city to strengthen the recognition of lifestyle brands

On the other hand it will speed up the laying of standard stores in second-tier and even second-tier cities mainly using the joint venture model and is expected to open 100 stores this year With direct stores it is expected that there will be more than 250 stores nationwide by the end of the year Different from the conventional franchise the joint venture enables the brand to strengthen the management and control of the stores and to maintain unity with the brand image in the decoration and layout of the stores; it can also reduce the financial pressure of the brand and accelerate the expansion of offline channels Because offline stores have run through the single-store model and accumulated brand influence in the past they have signed contracts with top joint venture partners in many provinces and cities across the country For inside and outside the standard store has two functions One is brand building and endorsement so that women outside the first-tier cities can see inside and outside; the other is to ensure that women in every city can easily experience and buy inside and outside in the business circles around their lives She believes that offline channels are limited resources there may be only 1-2 underwear brands in each shopping mall who occupies the most positions first whose brand awareness is higher Therefore offline is a moat more worthy of long-term investment Of course both inside and outside have not abandoned the highly competitive online channels The breakthrough of banana and Ubras last year has made many brands see the potential of online channels Liu Xiaolu believes that the rise of new brands has brought inspiration to both inside and outside the product and delivery level especially live broadcasting has played a great role in the outbreak of underwear brands if there is no live broadcasting the online intimate clothing market is difficult to achieve a larger volume In terms of products in June last year the company launched the cloud size-free underwear as a super single product on the main attack line because it has high online conversion is suitable for live broadcasting and the single product starts faster Inside and outside this series of single products are priced at 169 yuan although there is no obvious price advantage but in the product texture color packaging creativity have continued the consistent quality and tonality inside and outside Cloud No Size Underwear In terms of delivery user growth departments have been set up both inside and outside and the delivery of platforms such as Xiaohongshu and tremolo has been strengthened Compared with the period of internal and external establishment the grass planting platform in the past two years has played a very important role in the growth of new brands which is also an opportunity to complement the team's ability both inside and outside The future internal and external strategy is to synchronize offline and online but from a higher strategic level offline stores are still the focus At present half of the internal and external sales come from offline With the expansion of offline channels Liu Xiaolu has found a balance between brand building and scale growth On the one hand the location of offline stores can reflect the brand image and form brand endorsement On the other hand with online traffic becoming more and more expensive offline channels can bring brands more space for category expansion and more opportunities for development In the next fierce underwear war offline channels are also one of the important weapons inside and outside As the underwear track gets hotter and hotter Liu Xiaolu believes that more new brands will pour in this year When more and more new brands compete for traffic online there may eventually be a price war Offline channels can help people escape from simple traffic competition and achieve differentiated development This is a barrier built by internal and external forces in the past period of competition From the perspective of internal and external long-term development offline channels and corresponding brand building are important ways to form brand influence When the brand has a unique positioning and strong enough influence it will have a higher voice in the game with the e-commerce platform and can also get more free traffic 03 Brand upgrade From lingerie brands to lifestyle brands Since the founding of Neiwai Liu Xiaolu has made it more clear that Neiwai should be a lifestyle brand belonging to the new middle-class women providing intimate clothing and peripheral products in line with their lifestyle and living conditions In Liu Xiaolu's words the long-term vision is not only to become a large-scale commercial brand but also to become a brand that can truly convey the value of women and have a certain social influence The so-called lifestyle brand represents a choice of values When consumers choose a brand it must be because they believe in and pursue the lifestyle and values behind it From the first day of its establishment it has established a very distinct female value concept and product aesthetic style

Liu Xiaolu emphasized that everything done inside and outside comes from the resonance of women and the insight into women's values such as advocating the brand concept of warmth intimacy comfort and freedom and naturally integrating into product design and development and the overall brand culture Lifestyle is a product system and a complete brand output which gives you a mental feeling Liu Xiaolu said For the control of fabrics and tailoring while focusing on simple and comfortable design these principles lay the tone of internal and external products In addition to the stable product tone both inside and outside have spent a lot of money and energy on the precipitation of brand equity in the past eight years including product channel and brand building which has helped attract a group of loyal female users Over the past three years the repurchase rate has exceeded 50% which Liu Xiaolu believes is the core of the brand's future In her view every female user accumulated inside and outside is a high-value user and they will bring greater inspiration to the brand in the process of following the brand in the future In Liu Xiaolu's words we have chosen a road that is more difficult to walk but will go a longer way Early internal and external focusing on women's physical feelings with a unique design language and aesthetic system established the brand mind of "comfortable underwear" product focus is to bring women the experience of "physical and mental freedom" In 2013 the first "Zero Sense" underwear series was born Different from the common thick mold cups and complicated underwear at that time the "zero sense" underwear inside and outside adopted a one-piece design without underwire light and thin fabrics simple and elegant appearance which set the tone for the design aesthetics and product direction It is also a product that represents "who is inside and outside" and the product positioning of "making a piece of underwear that makes people physically and mentally free" is also established at this time In the follow-up products the interior and exterior always pay attention to the skin-friendly and comfortable feeling brought by fabrics and always keep light and concise in design Last year the company launched a "very pants" that women can wear during their menstrual period With the help of technology fabrics it can replace sanitary napkins to a certain extent so that women can get through the anxiety period before and after menstruation and effectively avoid the problems of side leakage and back leakage of menstruation It is also suitable for women with a small amount of urine leakage This is a physiological need observed by internal and external teams which is difficult for some women to talk about but easily ignored by the consumer market Liu Xiaolu emphasized that "very pants" is a product that is highly consistent with the brand value and concept inside and outside "Inside and outside after liberating the upper half of women we should liberate the lower half of women" In addition to reflecting the menstrual liberation of women "extraordinary pants" is also a transmission of environmental values through a physiological pants that can be worn repeatedly to reduce the use of disposable sanitary products Liu Xiaolu said that when promoting products this has also aroused the attention and resonance of many users At the end of last year the company also launched a "simple Ning" denim style casual pants made of non-traditional denim fabrics as a fixed product line of home casual clothes Liu Xiaolu said that jeans are the most serious category of water pollution and both inside and outside hope to launch similar products in the next two or three seasons to express the brand's value proposition in environmental protection The starting point of these product innovations is to convey more and more abundant and iterative brand connotations through more diversified product research and development Starting from "making a piece of underwear with physical and mental freedom" it liberates women who used to be bound by "gathering thick mold cup underwear" under the gaze of men through light and comfortable underwire underwear In the past few years underwear products suitable for women with big breasts and plump women have also been developed both inside and outside Because it is not a "brand only for small breasts and thin people" but believes in and pursues the diversification of the body Over the past few years Liu Xiaolu found that more and more brands have paid attention to the value of women inside and outside and began to talk about the value of women and the beauty of diversity "This shows that many brand values are growing up with the new generation of women and we are proud to lead this matter inside and outside" But Liu Xiaolu also stressed that modern women's values are changing rapidly and brands need to be very keen to know what stage women's collective growth has reached and whether what the brand now conveys can resonate with women

This is a difficult point for many brands to grasp when doing brand marketing Her method is that the brand itself should identify with the values it exports and make progress with female users to enrich the connotation of values Keeping the same observation and feeling with consumers is the highest rule in brand building both inside and outside For example insight into the "body anxiety" has become the focus of women's attention both inside and outside in 2020 launched the "NO BODY IS NOBODY" "brand planning Through the stories of six women with different figures it puts forward the idea that "no figure is insignificant" whether it is big or small thin or plump it belongs to the uniqueness of women's figure Through this brand planning we want to encourage women to face up to their bodies and not have body anxiety which has also aroused extensive discussion and resonance among women Liu Xiaolu believes that the reason why the concept of "NO BODY IS NOBODY" "can be deeply rooted in the hearts of the people is that on the one hand the team can sensitively capture the psychological needs of modern women On the other hand she also stressed that this is something the team believes in "We think you should be free and not be troubled by body anxiety" The importance of "no doubt" is that "today's users are very discerning and can see whether the brand really believes in the values it conveys or whether it is just a gimmick for marketing" Every time we do brand marketing we will invest a lot of time and energy inside and outside In this brand planning the team inside and outside conducted in-depth interviews with every woman who participated in the shooting digging deeply into the stories of these women and condensed the interview manuscripts of 120000 words into a slogan such as "I didn't lose myself after becoming a mother" from a Japanese mother and "I'm 58 years old" from a 58-year-old Ma Jie I still love my body and so on These slogans are not a slogan but a true expression of their hearts and because of this it is enough to move people Liu Xiaolu told New Business Intelligence NBT "NO BODY IS NOBODY" will become the core of the brand in the new stage and will change with the growth of users every year " This year we upgraded the connotation of "NO BODY IS NOBODY" "inside and outside proposed the concept of" unique body small and sufficient; women's strength no distinction between you and me " and invited eight vegetarian women of different stature skin color age and region to participate in the shooting Natural freckles and skin color tall and straight breasts and buttocks buzz cut and short hair gender-neutral love They are all unique And have the same female identity From the discussion of women's body anxiety to the diversification of women's body it calls on women to identify themselves encourage each other and jointly transmit strength in the female collective In line with the diversified value expression of women's body and beliefs not only through a series of in-depth documentaries but also through the first entry into the field of podcasting in the form of joint production three professional women in different fields such as Zhan Qingyun were invited to tell their body stories and life experiences and to share modern women's thoughts on the workplace family friendship and self-growth From a longer-term perspective of clothing history Liu Xiaolu hopes to become a classic female brand like CHANEL in the future and CHANEL will become a generation of classics by liberating women's concept of dressing themselves In addition to changing the way women dress CHANEL has also created an all-encompassing world involving all aspects of women's lives and meeting women's needs from the inside out Liu Xiaolu believes that this is an internal and external vision I hope that we can go in this direction in the future I hope that many years later people will feel that both inside and outside have promoted the transformation of the underwear industry Duowei Haituo Boutique investment banks focusing on global emerging industries Read the original article and start the global high-quality search engine with one click Return to Sohu to see more Responsible Editor tape-measure.com

How to make a GIS vector map with AutoNavi custom map data?

Original title How to make GIS vector maps with AutoNavi custom map data Whether it is Amap Baidu Map or other Internet Web maps based on map services it is impossible to obtain server-side vector data Only limited map templates are available for web maps Fortunately Baidu and Gaode have launched online custom maps one after another and users can configure personalized maps by setting different layers of printed tape measure color Nevertheless it still can not meet the needs of professional map production For example the two-dimensional and three-dimensional map of the following effect Online map customization is relatively simple Here is how to convert a small range of online slice data into GIS vector data 1 Take Amap as an example First enter the AutoNavi custom map site The method is to search [Amap API] in

Baidu and enter the page as shown below 2 If there is no account register the account first and then log in to the custom map page Several default templates are provided by default As shown in the following figure 3 Select bra tape measure the [Standard] map template here which is the first template above Click [Use this template] to enter the page The effect is shown in the following figure Expand the full text 4 At this point you should already know how to do it The first panel on the left lists the various types of label line and area layers You can customize the color custom tape measure transparency and visibility of each layer These are all the functions that can be customized provided by Golden Custom Map and they are also the maximum functions For example you can set the water color to red and the expressway to purple 5 Master the basic setting method Next start configuring the custom map we need to prepare for the vectorization of the data Take Liuhua Lake o Park in Guangzhou as an example First navigate to the park and adjust the map scale you want 6 Our idea is to extract every layer we need All you need to do is set all the layers to be invisible so the background is white Then set each required layer to black one by one and save the screenshot The purpose of this is to enable automatic vectorization in GIS software Take buildings and roads as examples The screenshot effect is shown in the following figure Building Layers Road layer 7 Extract other layers in turn 8 After extraction model in ArcGIS for automatic vectorization The idea is to select any band of each layer and then binarize the background (white) and feature (black) using [Reclassify] Then use Grid to Face to convert the grid to a vector Finally use [Filter] to extract the target features The model is shown in the following figure 9 After the extraction is completed some result layers are shown in the following figure 10 Two-dimensional or three-dimensional maps can be made based on the above data The following figure is a simple two-dimensional map made by ArcGIS So far the process of customizing data from Amap then obtaining data then processing data and finally obtaining vector data and carrying out more free and advanced mapping is probably like this Return to Sohu to see more Responsible Editor tape-measure.com

Manual | Sewing method of pleated s******t _ cm

Originally published as Handmade | How to sew a pleated s******t This article introduces the sewing method of pleated s******t! Preliminary preparation Expand the full text Tools sewing machine ruler iron ironing table scissors bead needle thread scissors awl string threader tape measure thread for sewing machine paperweight pen Material (Take the s******t length of 80 cm as an example) Fabric 110cm × 200cm Elastic band 2cm × 80cm ※ The length of the elastic band is waist size × 09 + the length of the nest edge is about 3cm Cloth cutting Cut out two pieces of cloth as shown Fold the hem and waist in thirds and iron out the crease The figure shows a ruffled fold at the waist The figure shows the folding of the waist without ruffles The illustration shows a partial fold at the hem Sewing with a sewing machine retractable tape measure sewing Place personalised tailor tape the two pieces of cloth on top of each other with the backs facing out and sew the sides Lock the edge Move the sutured part to one side and fix it with an iron If you don't have a sewing machine for overhand stitching here are two other ways to treat the seam after the initial stitching After the two pieces of cloth are sewn cut 15 cm from the edge of one of them

Wrap the short part with the long part and iron it flat The sewing machine was used to sew successfully The second method Sew the right sides of the two pieces of cloth again leaving a margin of 05 cm On the inner side of the cloth turn the spare part to the inner socket edge and fix it with an iron Unfold the front and subtract the excess cloth The inner surface is sewed and the treatment is finished Sewing waist The picture shows a seam with a ruffle at the waist The figure shows the seam without ruffle at the waist Refer to the previous three-fold step and sew the seam 25 cm away from the outer end Reserve an area of approximately 4 cm for insertion of the elastic band Sew hem Refer to the previous three-fold procedure and stitch 3cm from the outer end Interspersed elastic The edges of large print tape measure the elastic overlap approximately 15 cm and are sewn into a rectangle End of insertion of elastic band sealing Tidy up with an iron to finish From Handmade Guest by Diu Diu Sauce This article and its original author are from kinarino JP/cat6/31756 the copyright of the pictures and text quoted in this article belongs to the original website and its photographer غير مجاز مي باشدtume design Dress matching Browse more "Learning Information" Return to Sohu to see more Responsible Editor tape-measure.com

The see-through view is amazing! Application of Perforated Panel in Landscape _ Space

Original title The transparent scene is amazing! Application of Perforated Panel in Landscape Source Landscaper (ID xyzwin) Designers Hello everyone! Perforated plates are made through different metal plates Achieve the right size through different tailoring Piercing on CNC machine tool To achieve the desired pattern effect The commonly used pass patterns are basically round holes square holes custom tailor tape Triangular holes and other simple geometric figures fixed installation form Metal perforated plate as its name implies refers to the surface Metal plates with various shapes and hole patterns Materials are mostly stainless steel plate aluminum plate iron plate copper plate and so on Expand the full text Perforated plate is widely used in real life Mainly used to absorb noise It can also be used as a decorative board beautiful and elegant Building facades and landscape sculptures are common Enclosure gallery corridor and so on for courtyard landscape design It can also be used indoors Suzhou Zhongshuge/Yuting-Wu topia Lab 01 Penetrating "Jing" Chinese classical gardens are exquisite "Wherever there is a place to look out it seems to be the meaning of avoiding the outside and hiding the inside" There is reality in the void hidden but not leaking And the perforated plate is just perfect The need for this courtyard landscaping Afghanistan Market Cultural Area/HASSELL/? Mark Wilson Zhongnan · Chunfeng South Bank/Shanghai Branch of Chengdu Saikensi Chuangxiang Life Landscape Design Co Ltd Shenyang Yuexiu Xinghui Brocade/Shanshui Bide Craft The different metal plates are cut to the appropriate sizes Piercing on CNC Punch Hole type round hole square hole prismatic hole triangular hole Pentagonal star hole oblong hole etc The pattern can be designed according to computer numerical control Shenyang Vanke Jade Riverside/Shanshui Bide The reed lamp comes on Planting pool space created by special-shaped perforation design It looks clear and clear Waterscape sculptures scattered in different shapes are full of artistic texture Sunan Vanke 138 Degree Park Avenue/Lab D + H Shenyang Longhu · Shunshan Mansion/Landscape Design Daoyuan Landscape/Bronze Sculpture Beijing Ruimao Metal Decoration Co Ltd/Photography bespoken tape measure Riye Photography Times South Bay Garden/BOX Box Practice Landscape Office/Photograph Luo Zhizong Hong Kong Landmark · Yi Jiang Jun/SWA Group (conceptual design) Weitu Design Agency (detailed design) In order to make the mountain shape more three-dimensional under the light SWA Group San Francisco Office Simulation of Mountain Texture Using Parametric Techniqu Innovative "punch plate" process with laser cut hol Make 54739 punched holes Hong Kong Landmark Landscape Department invites sculpture companies to conduct field experiments After 8 times of plate thickness test Finally "pass stability" and "mountain shape restoration" are perfectly balanced 02 Penetration of light Nanjing Gaoke Ziweitang/Chengdu Saiken Sichuang Life Landscape Design Co Ltd Taihe Qingyun Town/Guangmu Landscape/? See Photography A mirror water feature with a diameter of about 22 meters is cut into the viewing platform Designers through repeated deliberation Scale width and spatial relationship Finally the use of perforated aluminum panels combined with lighting in the water facade It reproduces a picture of a thousand miles of rivers and mountains Perforated aluminum plate through the bespoken tape measure design of size and density Under the background light box it presents the elegant charm of mountains Shenzhen Vanke Shanfu Community Center/Beijing Chuangyi Shance Landscape Design Co Ltd Perforated plate under the light and shadow Broad range of design styles and expressive capabilities Colorful colors patterns textures layers and Surface effects open up unlimited possibilities for materials The design and application of transparent plate is everywhere The transparent board at the staircase is hidden Increases the permeability of space Control privacy with punched metal mesh Taking into account natural lighting conditions The metal mesh punching plate screen introduces light into the space at the same time It also provides privacy for multiple public living spaces

Under the light of day and night the 3 mm thick cherry blossom steel plate designed by Mount Fuji Architects Studio exudes different charm Mount Fuji Architects Studio Beautiful and romantic cherry blossom pattern affectionate and romantic Such a beautiful decoration is bound to be the punch point of net red How to shoot the fairies and how beautiful they are Cherry blossom perforated plate detail Balcony or terrace perforated plate not only shading Different hollowed-out effect has a unique style JIN CO LTD office building in Maebashi Japan Widely used in corridors and building facades White perforated plate Folded Perforated Sheet and Facade White concrete walls form a unique texture Under the feeling of space and under the reflection of sunlight Bring people a unique space experience JIN CO LTD office building White perforated plate Space lingers between concealment and semi-concealment Under the light and shadow time seems to stand still at the moment So clean and pure Each perforated plate Has its own unique soul Low-key simple and luxurious The geometric lattice is an Ottoman Selcuk topic A modern interpretation The repeated triangular pattern has a touch of oriental flavor Apartments in Istanbul Turkey Under the pasغير مجاز مي باشدe of time Rusty steel plate With rusty red flowers Perforated plates transmit light and shadow through their shapes Create a starry night effect During the day the sun shines through the holes with mottled shadows Oblique light to dawn through Zhu Hu Landscape design can also be bathed in light and shadow! Disclaimer Some of the articles are reproduced on the Internet for sharing only not for any commercial purposes and the copyright belongs to the original author Some articles and pictures can not confirm the original author and source because of the large number of reprints only indicate the source of reprinting If you have any questions please add WeChat chenran58 we will delete it immediately and apologize thank you! Return to Sohu to see more Responsible Editor tape-measure.com

Do you really know how to use a tape measure? _ Production

Original title [Popular Science Garden] Can you really use a tape measure Tape A necessary measure for work But it took so long Did you find that the ruler hook would shake back and forth What is the number on the ruler keychain tape measure shell for Let's take a look at the video China is a big producer of tape measures It is produced in Yuyao Zhejiang and Shangqiu Henan The quality of the factory in Yuyao is better Of course the price is more expensive It is also produced elsewhere The more famous Ningbo Great Wall Seiko I believe everyone has heard or used it Now that we're talking about tape measures let's take a closer look The construction of a tape measure The tape measure is mainly composed of a shell a tape strip a brake a tape hook a lifting belt a tape spring an anti-falling protective sleeve and a label

The specific functions are as follows 1 Shell ABS new plastic with glossy texture on the surface; resistant to falling wear-resistant and not easy to deform Expand the full text 2 Ruler bar mini tape measure 50 # Grade I strip steel with a thickness of 10 wires (010 mm); 3 Braking With upper side and bottom three-dimensional braking the hand control feeling is stronger 4 Ruler hook The rivet ruler hook structure is not easy to deform and ensures more accurate measurement 5 Lifting belt two types of rubber and nylon; high-grade and high-quality; strong and durable with good hand feeling 6 Ruler spring generally made of 50 # carbon steel and 65 # manganese with strong toughness and high accuracy 7 Anti-fall protective cover high-quality plastic to prevent falling and collision damage and enhance durability 8 Labeling Labeling production can be carried out according to customer requirements How a tape measure works After the personalized tape measure tape is pulled out the fixed tape can be rolled up because there is a spring inside the tape When the tape is pulled out to measure the length the length of the ruler and the spring is actually lengthened Once the measurement is completed the spring inside the tape will automatically contract and the ruler will also contract under the action of the spring force so the tape will be rolled up Tape measure manufacturing process Editor of this issue Zou Fei Reviewed by Lin Wei Source Home of Pump and Valve Total No528 Return to Sohu to see more Responsible Editor tape-measure.com