P4NP x Feimayi | A Sustainable Lifestyle

Have you ever thought about where your old clothes went? In China, over 26 million tons of textile wastes are generated every year. Although more and more conscious citizens choose to donate, most donated clothes still go to waste. Oversupply plus the lack of regulations and guidelines add even more pressure to the environment.

In 2015, Feimayi was established. It is a platform dedicated to solving the clothing waste problem in China through an effective O2O recycling program. Feimayi advocates for a low carbon world with a belief of turning limited resources into endless recycling. By offering online reservation and free pick-up, the organization is now the biggest clothing recycling platform with services available in more than 200 locations in China. While achieving their environmental goals, Feimayi also helps to create job opportunities for people with disabilities. 

Having used Feimayi’s service ourselves, we found its ambition to be truly meaningful and inspirational. We connected with Feimayi’s team to see how Prophet can help.

We learned that while achieving impressive success, Feimayi faced challenges with low brand awareness and lack of brand connection with customers, causing enormous obstacles for the company to grow further.

Our insights indicated that most of the existing competitors in the China market only focus on delivering the very basic message “environmental protection” and using the concept of "love" to advocate people to make the donation. Our targeted customers are Chinese individuals aged from 25 to 35 who often look for societal advancements and are inspired by others who live the life they choose. To differentiate Feimayi from its competitors and to make the brand more relevant to the Chinese consumers, Prophet came up with a new brand purpose for Feimayi through analyzing consumer insights.

Defining Your Second Lifestyle

We want to empower Chinese consumers to believe that they are the changemakers. The idea behind the brand purpose is to challenge Chinese consumers to reckon the meaning and possibility of having "a second lifestyle," therefore reflecting on the current status quo and becoming the changemakers.

Feimayi was deeply inspired by the new brand purpose. By collaborating closely with the Prophet team, Feimayi’s operation and management teams experienced the methodical and creative process of building a relevant brand.

Prophet and Feimayi team

Feimayi launched its new recycled brand Huan+ (or Change+) in July 2018. Through eco-friendly technologies and creative designs, Huan+ gives new life to old clothing and brings new inspirations to people. It is more than a recycling solution, but an empowering community and experience. Huan+ is excited to further engage with its users and make meaningful changes to the world.

About Feimayi

Feimayi is a nonprofit platform that advocates environmental protection through recycling. With the belief of “Environmental Protection for the World and Philanthropy for You’, Feimayi has launched several environmental protective and philanthropic programs, making it easy for people to give back to the world. Feimayi pioneered the first ever nation-wide free pick-up services. Feimayi protects the environment by building reliable channels for clothing recycling.

About Prophet for Nonprofit

Through our Prophet for Nonprofit (P4NP) initiative, we demonstrate our commitment to helping our global and local communities thrive. Our mission is to build brands, transform businesses and move society. We can make the greatest impact by supporting the inspiring charitable organizations that are already changing the world for the better. Since 2015, we’ve donated over 15,000 hours of consulting and community service support.

For more information about Prophet, visit Prophet.com

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