Tmall China Particle Fever: Building China's First Independent Sports Brand

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We will talk about the current development of the brand, the detailed arrangement and future development plan of "China Japan".

New York, USA, along with the second season of New York fashion Sunday cat China day, BoF will be in the next few days to engage in the dialogue with the brand leaders who are participating in the Tmall China day. It will explore how these successful brands in their respective fields will make international voice and achieve international growth and influence through the platform of New York time week China Japan.

Today, BoF talks with the chief executive of China's leading independent sports brand, Particle Fever, to talk about the current development of the brand, the detailed arrangements for China Japan and the future development plan of the nine brands.

As the first independent sports brand in China, Particle Fever (particle craze) was founded in October 2015 by three people from Linhai, nine Jin and Wang Qin.

With an unconventional experimental attitude, every sport wears, breaks the solidified sportswear design, and goes further in technology, aesthetics, function and even value. The brand was favored by Lane Crawford in 2016 and became the only sports brand introduced in the same year.

Particle Fever brand image

Brands have higher requirements for creativity, avoid blindly following the popular trend, refuse meaningless labels, and freely practise all the sports and dress related pioneer programs from the multiple perspectives of art, technology and culture.

For example, in May 2016, Particle Fever joined hands with 6 international pioneers of device interaction artists. In 8 hours, he built a real version of "THE GYMNASIUM", which will disappear in 8 days.

In this sports experimental arena, the brand pformation and invented many imaginative sports equipment, truly explained that the sport itself should be more interesting and diverse exploration.

This year, Particle Fever carries The Woolmark Company (

To launch the exclusive series of wool basketball team, to integrate into the fashion elements in a form of wool basketball team, to innovate science and technology, to show the relationship between wool and sports, and then to deduce functional wool.

The ingenious use of sportswear shows the diversity of the design and function of sportswear, triggering an artistic revolution in wool texture.

At present, brands have opened stores in Shanghai and Beijing.

It is reported that each store will have an independent name and device for rethinking and redesigning, presenting different ideas and styles, bringing unprecedented new experience to consumers.

Particle Fever shop image

The following is a reporter's interview with Particle Fever.

Particle Fever: the most direct reason for our participation in the selection and the final selection of "Tmall China day" is the three words of "China Japan".

It's both an honor and a little sense of responsibility.

As China's first independent sports brand, PF wants to show its independence spirit in sports, body aesthetics, sports technology, community and even space art.

We regard this event as a complete experiment that can be played. It is not the standard we judge ourselves to fail in the success of the show. We always focus on how to finish a show in the most real spirit and posture.

As a fast-growing sports and art team, PF is relatively relaxed and has no great burden. We like and are good at doing unexpected and sports related events, so we are very grateful to Tmall China for giving us a great platform.

Particle Fever: to be honest, as a large number of people, they have never done any brand in their life.

For the team, the current operation is very good.

Behind the PF are a group of people who are engaged in art, interaction, craft and structural engineering. The common feature is that we are all good at a unique sport, such as parkour, cross-country, Scuba diving, modern dance, etc. compared with numbers, we prefer to use the perceptual state to judge the operation of the brand, such as whether the group is working together happily, and there are more and more people who love small movements and arts to join us.

The answer to this question is currently a big YES.

We believe that if teams are not keen on their careers, the number of good-looking figures will not represent anything.

In terms of operational figures, it has established less than three years to 3-4 times annual sales growth multiplier. In 2017, it has realized profits, gross profit is more than 80%, and customer unit price belongs to the first tier in Tmall sports category.

There are 260 thousand fans in Tmall's official flagship store. There are 50 thousand people in the WeChat public address. And every month, our own creative team has 500 thousand short videos per game. The fans community who loves our experimental spirit is a great driving force for us.

Particle Fever: the brand interprets a group of mysterious figures in this China Japan meeting. They may be businessmen, lawyers, media people, IT practitioners, designers and artists in their daily lives.

But they are all skilled, no matter which kind of sports they are all handy. Sports have no boundaries for them, but a pursuit of physical limits and an experience of personality aesthetics. They will shape the PF omnipotent team, a small sports team with independent spirit.

It is still very rich. We are also looking forward to it because of many uncontrollable factors.

First of all, there will be a group of special sports figures. Secondly, besides clothing, we have many wonderful sports matches that can go to the sky. Finally, in material science, this time we will issue a series of cooperation with the world's most famous Greenway Technology Materials Co 3M.

In Particle Fever:2016, we won the competition of "Creative Assembly" held by Lian Crawford, and became the only sports brand that was stationed at that time. Customers from various countries can buy our single products in all channels of Lian Crawford.

Because our style and technology are unique in sports category worldwide, so since the establishment of PF for sixth months, we have received many overseas Showroom, luxury department stores and buyers.

At the end of 2017 and the first half of this year, we acted as independent sports brands. We first built bold sports and field stores and flagship stores in Beijing and Shanghai according to PF's taste. Therefore, based on our hobbies, we have more strategies to expand the brand stereoscopic extension. Besides the best overseas wholesale channels this year, we are also considering the possibility of independent overseas flagship stores.

It seems that there is no big obstacle. After all, just like the Olympics, talking about sports and doing sports can conquer everything.

Particle Fever: because we have just opened two entity stores, the electricity supplier accounts for a relatively high proportion, about 80%.

That is to say, buying is very demanding for the supply chain. In particular, we have many new sports technology. It takes two months to develop from design to production, and it is very compact.

Particle Fever: I think I have to give the team a holiday first, after finishing the fashion week, at least not another group to build 20KM cross-country race or something.

My mind is full of holidays.

With the new plan, we will be able to make a refreshing and completely new entity store and continue to find like-minded friends and partners.

Particle Fever's Tmall China day second season Poster

The second season of "New York fashion Sunday Tmall China Day" was jointly hosted by Alibaba, Tmall, and China's leading fashion, lifestyle and entertainment company, Suntchi, to showcase the latest series from China's excellent fashion brands to help Chinese designers and brands enter the New York fashion week stage and the US market.

"Tmall China Japan" is a platform for the integration of Chinese contemporary design forces to connect Chinese fashion with the US market. Its mission is to enable Chinese design to have stronger influence on the global stage and ultimately to promote its global business development.