Teach You To Sell Men'S Clothing Brand New Strategy

Although the Internet B2C menswear brand belongs to two companies outside the "light company", what Marceau wants to say is that the gross profit of apparel companies under the line is even higher than that of e-commerce.

What they want to do is copy the high gross profit under the line to the line.

Electronic commerce is only an amplifier for them, but it can decide whether to make a profit or a line of clothing.

The difference between e-commerce and traditional practice is only at speed.

Masa Marceau CEO Sun Hung was a professional manager of a men's clothing brand in Beijing.

"When I didn't come in, I thought the gross margin of e-commerce was very high, but now I think the difference between e-commerce and traditional practice is only speed."

"Can we not save money from raw materials?

No entity store, but tens of millions of advertising fees can not be denied it?

Offline advertising does not need such a high cost of promotion.

No salesperson, but is there a call center? "

In this way, e-commerce and traditional channels are essentially the same.

Do you still want to do e-commerce?

Sun Hong's answer is, do it!

"Low cost to achieve national coverage of this advantage is still there, and communication costs with consumers are relatively low."

Internet technology has been able to achieve more accurate and effective advertising, Sun Hong told reporters that Massa Marceau in the past a full year sales exceeded 70 million yuan.

According to the data obtained from AI consulting, the amount of Internet advertising released by Marceau was 30 million last year.

"Under the line this way can reach 30 million sales volume is good."

In this way, e-commerce is more like an amplifier for Marceau.

And the fundamental role of the clothing brand enterprises is the line.

Copy offline practices to e-commerce

Since e-commerce has no advantage over the offline channels on gross margin, can the offline practices be copied to the Internet?

What is the core of this practice?

Sun Hong has found that many offline businesses are speeding up the turnover of products to achieve higher gross margins.

"Like fast fashion, advocating cheap luxury brands, pricing power is not high, but good performance focuses on their reaction speed and focus on products."

What's more, even if MATHA Marceau, who is positioned in high-end men's clothing, is also obstructed by the fact that e-commerce often goes to cheap stores because of the consumer's parity, so the price of masa Marceau is much more affordable than that of its competitors (that is, men's clothing brands in high-end department stores), so Sun Hong realizes that the speed of supply chain is one of the core of raising gross margin.

"For example, shoes are usually ordered 2 times a year, but we can do some new products in 1 months, and we can finish the process from design to finished products in 25 days."

Sun Hong, for example, said, "I let the representative factory prepare for one month's goods to test the customer response. After a month, through the data analysis, we immediately screened the bestseller's additional order, while the not selling style was immediately digested, and the best seller was selling well without discount."

On the other hand, although the amount of orders given to the factory is small, the ability to catch up is stable, and it also fills the floating vacancy in the peak season of the generation factory. "They are more willing to cooperate with us to try."

Quality is still the key to sales.

Sun Hong still copied his online experience on the Internet: "the key is quality", which is the most fundamental, followed by design, vision and service, which are related to how the product is sold.

It is through this way that Masa Marceau strives for the first time customers who consume, and guarantees their return rate.

"We monitor that the price of repeat customers is rising."

Sun Hong used customer's average customer price index to find out the problems of the service process.

Once the average customer price per customer has dropped, the reasons are either product design, quality or distribution.

"The number of registered users is meaningless."

Sun Hong abandoned the previous set of indicators, "competition under the line has been white hot to no virtual existence, the number of people entering the shop is secondary, the key is to have sales!"

Sun Hong firmly believed that e-commerce could not subvert the traditional operation.

Following this train of thought, Marceau, who has recently won the first round of investment in millions of dollars in Sequoia Capital, plans to open a physical store in the future.

Commentator: Sun Qian, director of Sequoia Capital

For Martha Marceau, we prefer to regard it as the essence of a men's wear brand. The initial choice is to cut through the Internet and realize the possibility of faster growth of initial sales and word of mouth.

But Masa Marceau's long-term growth is still inseparable from its practice as a man's brand in internal strength, such as quality, design, backstage inventory management and so on.

Therefore, in view of its open shop plan, we believe that in addition to making up for the lack of consumers' brand awareness and experience, it is also an attempt to expand channels. If a good store can continue to perform well, it can also be released first.