Men's Shoes Brand Mr.Ing Creates Network Sales Records

Mr.ing crazy 4 hours

Mr.ing is TaoBao A brand of men's shoes in the mall. Not long ago, this brand A single product sold 7888 pairs in 4 hours, creating a new record of online sales of footwear products.

Yi Zhiqiang, founder of Mr.ing, was born in 1984. Electronic Commerce Venture, from Fujian to Guangzhou, founded the sheep leather shoes Co., Ltd., and created the brand Mr.ing of men's shoes. Through the study of e-commerce marketing and supply chain, abandoning the long tail theory and adhering to the "28 principles", the company created a 30 million yuan sales volume in 2009 with a single product strategy. And Yi Zhiqiang's single product strategy is actually explaining how small and medium entrepreneurs are limited in the early stage of entrepreneurship. Resources The wisdom of gaining maximum returns.

　　 ZARA Mode is not suitable for new brands.

Yi Zhiqiang initially sold shoes on Taobao, and his business has always been good. The store has already achieved the crown level, but some problems have been troubling him. For example, because of foreign trade shoes. quality It's not stable. If you meet a good product, you will sell the goods out of stock, and the general quality goods will be smashed in your hands. In addition, simply doing Taobao C online shopping channels, price competition is fierce, in addition to making money, can not form their own core competitiveness. Yi Zhiqiang realized that selling foreign trade shoes is not a permanent solution.

In 2008, Yi Zhiqiang came to Guangzhou, founded a new company, and registered a new man's shoes. brand Mr.ing.

　　 brand Created, then the trouble began to test Yi Zhiqiang. Because we are catching up with the financial crisis, we should attract customers at a low price. But when we make the brand, the price has to be higher than the original ones. For example, when the price of each pair of shoes was between 150~250 yuan, the profit rate was 100 yuan. foreign trade The shoes are almost the same. The original customer group also lost three or four of the total, online shop IP 2000 less, PV less 20 thousand.

The most urgent task is to make the brand of Mr.ing and let the public have intuitive cognition. Let's make a new one. brand Spreading and taking root is not a simple matter. In addition to a large number of marketing costs, the entire supply chain needs to support each other.

But the financial crisis also helped Yi Zhiqiang. When he came to Guangzhou, he found three shoemaking factories to talk about cooperation. Because these three factories are the main ones. foreign trade Products, the financial crisis led to a large decline in orders, has been on the verge of collapse. The order of Mr.ing undoubtedly brought vitality to the factory, and the factory gave Yi Zhiqiang extremely good conditions.

Initially, Yi Zhiqiang's idea was to turn Mr.ing into a fast fashion. network Brand, imitate ZARA, produce more than 200 new models every month. However, due to the oversize of styles, SKU (inventory unit) has increased sharply, and the pressure on inventory has also increased. As a result, all kinds of shoes in the warehouse, though only a few pairs or dozens of each pair, have reduced the funds by nearly 1 million yuan.

"Of course. brand The ultimate goal is to meet the needs of more users, but in the initial practice, the utilization of funds and resources of this multi category strategy is too low to meet the growth needs of small businesses. Yi Zhiqiang concluded afterwards.

The essence of the 28 rule is to optimize the supply chain.

Personal experience of consumer cognition brand It is very important that Yi Zhiqiang understands this and must adopt some strategy to enable a large number of users to experience products. Yi Zhiqiang's strategy is single product strategy. Find a representative single product, use all resources to carry out the main push, create explosive communication effect, and then bring word of mouth and two sales.