OMG运动服饰：用"小单快返"模式打造男士运动时尚品牌
OMG运动服饰：用"小单快返"模式打造男士运动时尚品牌
OMG Sportswear: Building a Men's Fashion Sportswear Brand with "Small Order Quick Return" Model
运动服饰市场近年来备受资本青睐，2021-2022年上半年已发生多起超亿元融资。然而，大多数品牌都聚焦女性市场，OMG作为唯一专注男士运动服饰的品牌显得格外另类。
The sportswear market has attracted much capital attention in recent years, with multiple financing events exceeding 100 million yuan from 2021 to the first half of 2022. However, most brands focus on the female market, making OMG, the only brand dedicated to men's sportswear, particularly unique.
成立于2018年的OMG，由国内顶级设计学院背景的团队创立，巧妙结合健身功能与日常时尚。其产品线包括专业运动装备和运动休闲服饰，SKU近500个，远超同类品牌。
Founded in 2018, OMG was created by a team with background from top domestic design institutes, skillfully combining fitness functionality with daily fashion. Its product lines include professional sports equipment and casual sportswear, with nearly 500 SKUs, far exceeding similar brands.
供应链创新是OMG的核心竞争力之一。采用类似SHEIN的"小单快返"柔性供应链，2020年滞销库存仅1.26%，远低于行业5-10%的平均水平。
Supply chain innovation is one of OMG's core competencies. Adopting a flexible supply chain similar to SHEIN's "small order quick return" model, its 2020 unsold inventory was only 1.26%, significantly lower than the industry average of 5-10%.
在全球化布局上，OMG展现出超前的战略眼光。成立仅2年就进军海外市场，目前已覆盖36个国家，并在美国、日本等地建立独立站点。2021年海外营收占比10%，预计2022年将提升至20%。
In terms of global expansion, OMG demonstrates forward-looking strategic vision. It entered overseas markets just two years after its establishment and has now covered 36 countries, with independent sites in the US, Japan and other regions. Overseas revenue accounted for 10% in 2021 and is expected to increase to 20% in 2022.
本地化运营是OMG海外战略的关键。根据不同市场特点，OMG在网站设计、产品展示、退换政策等方面都进行了针对性调整：
Localized operation is key to OMG's overseas strategy. According to different market characteristics, OMG has made targeted adjustments in website design, product display, return policies and other aspects:
- 美国站突出用户评价，提升SEO排名和转化率
- 日本站提供折扣代码，适应本地消费习惯
- 各站点物流政策差异化，平衡成本与体验
- The US site highlights user reviews to improve SEO ranking and conversion rates
- The Japanese site provides discount codes to adapt to local consumption habits
- Logistics policies vary by site to balance cost and experience
在社交媒体运营上，OMG建立了10个不同地区的Instagram账号，创始人账号粉丝达72.3万，每条内容平均点赞超1万+，有效提升了品牌影响力。
In social media operations, OMG has established 10 Instagram accounts for different regions. The founder's account has 723,000 followers with average likes exceeding 10,000 per post, effectively enhancing brand influence.
作为一个新锐品牌，OMG从创立之初就坚持品牌化路线，通过差异化定位和本地化运营，在竞争激烈的运动服饰市场开辟了独特的发展路径。
As a new brand, OMG has adhered to the branding route since its establishment. Through differentiated positioning and localized operations, it has carved out a unique development path in the highly competitive sportswear market.
