Underwear Store Network Pformation 2 To 3 Million

"OEM" is seen as giving birth to others.

Under the global economic crisis, domestic enterprises have taken the opportunity to bring their children back to their families.

In the Pearl River Delta, underwear production is one of the Philippine garments.

Affected by the financial crisis, many factories in the Pearl River Delta region, which are international manufacturers of foundry, have also been affected by export business. However, the lingerie company did not shrink back. Instead, they created their own brand and successfully made use of Internet marketing to enter the domestic market.

Today, the underwear company, which was unknown a year ago, has retail sales of only two to three million yuan per month. Its sales of its own brand also rank first in Taobao mall sales rankings.

Internet Entrepreneurship

Create independent brand "more entrepreneurial story"

In April of two eight, in the absence of export market, Zhang Xiang turned underwear sales from domestic exports to domestic sales, and opened his own underwear store in Taobao. In a short year, his underwear store jumped to two yuan and three million yuan from the initial monthly income of several hundred yuan.

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Founder Zhang Xiang has accumulated many years in the underwear industry.

In memory of the past, Mr. Zhang said that the company from the beginning he and his wife two people to later eighteen people's small team, from the family workshop to the factory which now has more than 1000 people, many years foreign trade processing has brought the huge repayment for him.

But Zhang Xiang is not willing to label his fashionable underwear with other designer labels, become expensive consumer goods, and even raise the price of domestic production and processing before returning to the country.

At that time, when the financial crisis broke out, the overseas export business of the Philippines clothing was affected, and the domestic market demand was strong. Zhang Xiang decided to pform: instead of creating for others, it was better to create itself.

In Zhang Xiang's eyes, fashion should not be synonymous with luxury, and should not belong to only a certain group of people.

Therefore, Zhang Xiang positioned his underwear as a fashionable and young line, attacking the market of young girls.

Beautiful pictures increase desire to buy

The biggest problem of independent brand lies in how to popularize it.

Zhang Xiang said, for a small underwear processing plant, they do not have the strength of big brand underwear as an international brand to build brand advertising, can only take advantage of low cost, quick, high speed network communication channels.

In April two, Zhang Xiang began to develop brand marketing and marketing in the form of e-commerce.

At that time, Zhang Xiang was very busy. He set up an e-commerce marketing center with brand planning department, customer service department, logistics packaging department and after-sale service department.

Among them, the brand planning department is responsible for product image processing, uploading, promotional activities planning.

Zhang Xiang believes that the most intuitive way for customers to buy clothes on the shop is to look at styles. Underwear, like other clothes, also needs to upload an exquisite picture to give customers an intuitive feeling.

A large number of exquisite commercial photography pictures in the shop play a key role in attracting popularity.

The shop opened just over 2 weeks to sell more than 1000 sets of underwear. This achievement made Zhang Xiang more firm in choosing the right channel.

In the specialized underwear recommendation topic, the most popular selling products are not the international brand such as "Ttiumph" and "Ordifen", but the underwear brands produced by themselves.

In the case of other big brands selling three to four pieces, the independent brand can be sold to dozens of pieces.

Today, the product has a daily sales volume of over 10000 yuan, and has an unshaken advantage to become the first brand underwear brand in Taobao mall.

Zhang Xiang said, in the absence of any promotion, the online store always depends on quality and reputation, and adjusts according to market demand from the aspects of products, styles, structure and so on.

Bright spot

Strengthening pre-sale and after-sales service

The advantage of online shopping is low cost, but online shopping is not the same as physical stores, trying directly to dress products.

This requires good pre-sale and after-sales service.

Zhang Xiang's online shop has set up a customer service department, which has more than ten customer service personnel online. These customer service are specially trained, and they need to know the knowledge, style, production process and maintenance of underwear fabrics.

When the customer chooses to buy, the customer service will ask customers the details of the relevant sizes and data in detail, and recommend suitable styles for customers, thus relieving customers' worries about the inappropriate styles or sizes.

remind

Sales outlets are not competitive.

Although the online store has low operating costs and high profit margins, it may not be a good outlet for some retail outlets.

At present, some store stores do not have good lingerie shops, there is the idea of pformation to do shop, but Zhang Xiang believes that operation will be more difficult.

He said that as a factory plus outlets, the profit of the shop is almost the profit of the factory. Even if the shop charges a few commissions, it is still very small compared to the 20~30 points of the shopping mall.

But the general retail dealer can not compete with the "factory plus direct shop" business mode. Even if the dealer sells low price to attract popularity, the dealer may face a loss.

advantage

1, shorten the distance between enterprises and terminal consumers, so that enterprises can have a quick market reaction, and can understand consumer demand and consumption habits in time.

That is, it shortens the cycle of new product listing and adjusts the development and production of new products quickly according to their individual needs.

2, paction negotiation, payment and delivery are carried out on the Internet. It is efficient, convenient and efficient, and improves the efficiency of all links from production, inventory to circulation, and reduces circulation costs.

3, reduce the initial cost, intermediate channel, advertising cost and management cost of enterprises entering the market.

If the cost is reduced, enterprises will have capital to invest in product research and development, and to make profits for consumers.

Through these benign cycles, the competitiveness of enterprises has been effectively improved.

VS

Inferiority

1, some business processes may never be able to use electronic commerce. No matter how the future technology advances, valuables such as perishable food and jewellery antiques can not be tested at a distance.

In addition, product pictures and physical objects are also biased.

2, based on security considerations, some consumers are reluctant to send bank card numbers and other personal information on the Internet, and some consumers are reluctant to change their shopping habits. They are not used to shopping on the Internet and are willing to shop in stores.

3, when it comes to investing in e-commerce, its revenue is hard to calculate, because it is difficult to quantify the costs and benefits of implementing e-commerce.