TWOI女装

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实探主理人网红店TWOI:有爆款二手价炒5倍 进店需预约
Xin Jing Bao· 2025-08-24 04:46
Core Insights - TWOI, a designer women's clothing brand, opened its first store in Shanghai in mid-August, generating significant customer interest and long queues on opening day [1][3] - The brand's popular product, the "werwer hairpin," has seen its resale price on second-hand platforms soar to 1.9 to 5.8 times its original price [7][8] - Following safety concerns and a temporary closure, the store implemented a reservation system for customers to manage foot traffic [1][5] Company Overview - TWOI Design Lab, founded in 2018 by Bing Xiong Xiao Ying, targets young women aged 18-28 and focuses on their diverse needs [8] - The brand entered the e-commerce market in 2022 and opened its first permanent offline store in Beijing in May 2024 [8] - TWOI's sales performance during the "6.18" shopping festival exceeded expectations, achieving a GMV of 200 million yuan [8] Store Operations - On August 22, the reopened TWOI store in Shanghai saw minimal customer traffic, with staff outnumbering shoppers [5][6] - The store has adopted a QR code reservation system to control the number of customers entering, gradually increasing the hourly capacity from 30 to 100 [5][6] - Despite the initial hype, the actual customer turnout has been less than 30% of the reserved slots [5][6]