Core Insights - The designer women's clothing brand TWOI opened its first store in Shanghai, which attracted significant attention due to overwhelming customer turnout and subsequent chaos on the opening day [1] - The brand has a target demographic of young women aged 18-28 and focuses on their preferences and needs since its establishment in 2018 [6] - Despite initial negative impacts from the opening incident, TWOI has taken corrective actions and is gradually regaining consumer trust [6] Group 1: Store Opening Incident - On August 16, the opening day of the Shanghai store, customers faced severe queuing issues, with some waiting from 7 AM to 5:30 PM, leading to safety concerns and the store being ordered to close [1] - Customers reported heat-related illnesses due to outdoor queuing in high temperatures, and social media highlighted the chaotic scenes, including conflicts among customers [1] - Following the incident, TWOI implemented a reservation system and online pre-sale for popular items, which has significantly improved the shopping experience [1] Group 2: Product Demand and Supply - The "werwer hairpin," a popular item from TWOI, is in high demand online, with consumers needing to purchase it through live-streaming due to supply shortages [2] - The resale price of the hairpin on platforms like Xianyu has surged, with some colors and models selling for over five times their original price [2] - TWOI is actively working to alleviate supply pressures through online pre-sales and offline restocking efforts, aiming to meet consumer demand for quality products [8]

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]