The Way Of Managing Customers: When E-Commerce Meets The Clothing Industry

vancl

In a year of rapid expansion, Wang Luodan and Han Han were all covered with photos of the guest's T-shirt overnight.

It is understood that on the day when Han Han signed his endorsement, chairman Chen himself took him around the company and explained to him the brand concept of customers: "let more young people wear good quality and good clothes at a reasonable price."

This year, there are tens of thousands of publicity costs under the passenger line.

Corresponding to the fierce publicity campaign is the rapid expansion of the customer product line and the sales strategy of ultra low price and high service.

A cotton T-shirt is only 29 yuan, a pair of canvas shoes 59 yuan, 30 yuan free of charge, immediately open for trial wear, free return within 30 days.

So, what is the secret of the operation of the customers?

Old commentary

Buying space to understand the consumption mentality of 80 generations

In his old age, he told a story. He went to visit the shoe factory which he had supplied. He found that the young workers on the production line were wearing all the T-shirts and canvas shoes, and he was surprised.

The workers told Chen that these shoes and clothes were bought online by themselves, because they could afford them for 29 yuan.

"The children of these production lines, in fact, are very far away from them. They are very far away from them. Today, 29 yuan T-shirts and 59 yuan canvas shoes can be worn on their bodies and feet. How big do you think this space is?"

Post-80s generation

The main consumers facing Vic are those young people who are pursuing fashion. They understand that "expressing themselves correctly" is fashion. Therefore, customers do not have a fixed style and designer, but they accept the design talents from all over the world to provide diversified products to meet the diverse preferences of young people.

Belief in "chaos" innovation

Chen said that the product line of canvas shoes in 2010 came from his intuition, and this intuition came from the inspiration of his little niece.

5 years ago, she wore a pair of canvas shoes and cleaned it carefully. Now, she is still a fan of canvas shoes.

This gave birth to the inspiration of canvas shoes.

The first batch of 50 thousand pairs of canvas shoes sold 20 thousand pairs on the first day.

Van customer service website

"I believe in something called sensation, rather than thinking over how to break through inertia.

My T-shirt is sold on the line, which means that it feels right.

What makes him proud is that he learned to find the direction quickly after a breakthrough.

Before canvas shoes were sold and sold out, he was worried about the speed of supply. Now he was glad to sell goods, and immediately launched his new model.

Chen said that before the pursuit of a large number of fast customers, in fact, "a small number of fast and more suitable for customers."

In addition, another important innovation of van guest is on the return of goods.

In the past, the prime minister has been thinking about what will happen if he returns the policy that affects the user experience. This idea is finally realized in all customers, but he gradually puts the restrictions on consumers step by step: first, "commodity quality problems, 30 days' unconditional return," and in the past it was set up a lot of obstacles; then it was "face to face inspection". Once it was unsealed, it was relentlessly counterattacked by the so-called exchange policy. Now it has become an unconditional trial.

When it comes to spokesmen, Chen said it was also by accident.

A meeting, because everyone will do T-shirts this year, we are considering whether we can cooperate with Han Han, suddenly a deputy general proposal why not choose Han Han as spokesperson? At this time, everyone felt a bright moment, suddenly enlightened.

When everyone found Han Han, he was also puzzled, but this choice did not really why, that is, the feeling is right.

Wang Luodan should be said to be more erroneously errant. At that time, he did not know who Wang Luodan was. He had to go to another brokerage firm to find another bigger male star. Later he did not choose the male star, and the broker's casual words: "you can also consider Wang Luodan."

It has made the present situation.

Chen said frankly, "chaos" is what he often says internally, which means that we should not be afraid of making mistakes, we should try more.

Be brave enough to admit mistakes and correct mistakes.

It doesn't matter if you make a mistake. Admit it and correct it.

Chen thought that PPG, a teacher who once used to be a customer, chose to go bankrupt because he could not afford pressure and doubt.

"PPG did not make any major mistakes. It is a normal mistake in the course of business operation."

Before finding a clear route, all passengers also go through the crooked road to make mistakes.

For example, in the design strategy, in March 2009, Jin Meiyuan, the famous Korean fashion designer, became the art director and chief designer of van guest, but the cross-border cooperation between the two sides did not collide with sparks.

After a period of thinking, adjusting the train of thought in old age, abandoning the traditional independent design route, and turning to the design crowdsourcing, stimulate the creative ability of the industrial chain through the benefit sharing strategy.

Recently, the problem of delay in distribution due to the move of warehouses has been widespread. In the past, we apologized to consumers in an open letter, and at the same time, we launched an emergency remedy and compensation plan. The amount of compensation was up to one million yuan.

In a humorous way, "we call it a racing car to change the runway, and the runway is too fierce. It was originally of this magnitude and changed to another magnitude. The challenge is bigger.

But Naga Ichi had a bite.

Chen believes that every customer is a new company and should continue to make more attempts. Making mistakes is also normal. "We have all kinds of questions, because this company is too new, and suddenly becomes very huge, so it is very prudent to do an action. Actually, many of my actions are very casual."

Fair price, fast fashion, broad prospects

The combination of e-commerce and garment industry has made Chen go out of a way different from other Chinese garment enterprises.

"Before some clothing brands were suppressed by foreign brands, they let big cities fight for the two or three tier cities.

When we have confidence and integrity, we must shape our brand, and at the same time, the price of our products will also rise.

Other people asked me if you should raise the price. But I said, the biggest brand in the world is not luxury brand, but H&M, ZARA, Uniqlo, and these three brands are all fair and fast fashion.

Because everyone is on the Internet, the crowd we are facing now decides that the price is correct. "

Because of the Internet, customers can sell T-shirts to 29 yuan.

Chen said he expects to sell 5 million units this year, and at least 20 million next year.

To meet the coming fast growth, the storage area at the end of this year will be three times larger than it is now.

Ask why the T-shirt can be sold for 29 yuan, is it a price war? Explain in the old age, "who do I fight with? No one plays with me. I fight with myself.

We have strengthened this line to do so.

Who dares to fight with everyone, sell T-shirt for 29 yuan, canvas shoes sell for 59 yuan, I will learn from him.

For the general Taobao sellers, Chen believes that they do not have the strength to make large orders, and that it is almost impossible for them to get better quality clothing than other customers at the same price; and the brand of offline stores will be completely pferred to the line unless they give up the channels they have worked hard before, otherwise they will not be able to lower the price to such a low level because of shops rent and other problems.