Yi Hai - Consumer Demand Research for UIN Travel Shoes
Company overview
Yi Hai is a professional multi-brand fashion operations company with over a decade of experience. Initially focused on sportswear and casual apparel, the company has recently advanced its brand restructuring and business transformation, successfully entering several niche markets including premium children's clothing, business-casual men's wear, travel shoes (UIN), and prenatal skincare products. Known for its exceptional market sensitivity and rapid response capabilities, Yi Hai has demonstrated strong growth momentum and innovative strength within the Chinese apparel industry.
Research background
Driven by the 'Internet+' wave and shifting consumer shopping behaviors, Yi Hai has accelerated its transition from offline retail to a fully online sales model. In response to frequently changing consumer demands, the company has significantly shortened its product design and market launch cycles, maintaining a high-frequency iteration of SKUs at 30 to 40 per month. To better understand online user consumption trends and product preferences, Yi Hai seeks to conduct systematic consumer research to deeply comprehend the behavioral patterns and product selection logic of trend-conscious users, thereby improving the accuracy and market responsiveness of new product launches.
Research scope
In January 2020, CEIDEA Research was commissioned by Yi Hai to conduct a consumer behavior study project. The project employed a structured questionnaire approach to survey online apparel consumers, covering key dimensions such as demographic profiles, fashion style preferences, brand awareness, purchase decision pathways, price acceptance ranges, sensitivity to promotions, and content preferences. In addition, a selection of in-depth interviews were conducted to further explore the comprehensive requirements of different style-oriented users regarding design, fabric, color, and functionality. The primary target group consists of online apparel buyers aged 18 to 40, with attention given to regional variations and consumption level diversity.
Expected outcomes
The research findings will provide strategic decision support for Yi Hai's future product development and launch strategies, clearly identifying specific consumer demands in design, pricing, and new product release timing. The results will optimize SKU planning structures, enhance product-market alignment, and improve sales conversion efficiency. Additionally, the research will provide data-driven support for the company's brand portfolio in delivering precise, targeted marketing efforts to its intended customer segments, accelerating the precision of online brand building and user operation processes.
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