The Scarecrow Of "Scarecrow" Clothing Brand Agents

From the beginning, we stick to traditional lines.

At the moment, a computer hung around the Taobao mall. Twenty people wearing a scarecrow T-shirt outside the door specializes in e-commerce.

Two years ago, Chen Liqiu, who was still in the front line of traditional marketing, would never think of playing B2C e-commerce.

Chen Liqiu, a Shaoxing native of Zhejiang, was recruited from Shaoxing in 1980 to a Shaoxing opera troupe. She is a Shaoxing opera actor.

In 1986, Chen Liqiu was assigned to the shopping malls in the Zhongshan mansion in Nanjing to manage clothing and underwear counters, and entered the garment trade industry for more than 20 years.

If it were not an accidental "touch net", Chen Liqiu may still struggle hard in the field of traditional clothing sales.

Entry: the best thing is marketing.

Traditional offline clothing counters marketing is Chen Liqiu's best job in the past 20 years.

In the last 80 years of the last century, shopping malls were stationed in clothing brands, and they were collectively promoted by shopping malls as clothing brand agents, and then sent to other shopping malls.

At that time, Chen Liqiu was responsible for running a garment brand, doing the same thing every day: assigning the shipped clothes to each shopping mall, following the sales of each counter, guiding the salesman's sales process, and making a promotion plan suitable for sales according to his understanding of the brand and the flow trend.

"The success of traditional marketing, one is to grasp the trend of the popular trend, a brand a season for the national agent is usually launched hundreds of money, only a few dozens of real entry, you will be able to pick the right money to account for the congenital advantage; two is the marketing plan, such as the front of the counter on the front of the selection, how to attract customers, when the promotion plan, and how to promote the promotion plan, can balance the inventory, and realize profit."

Compared with the operators in the same period, the sales performance of Chen Liqiu's regional shopping malls counters has always been the first in sales.

This has been done for 13 years without warning.

For Chen Li, 1999 is a turning point.

That year, Chen Liqiu was registering his own company, Nanjing bang bo Trade Co., Ltd.

With his years of struggle and accumulation, Chen Liqiu plans to act as his own brand of clothing and underwear.

Like all businessmen who could succeed in the field of agency, Chen Liqiu introduced his 500 brand Suguo supermarket to his first agent brand, "good and cool" underwear.

After that, she tried to surrogate many famous clothing brands, such as Mongolian cashmere, elegant rhyme men's clothing and so on.

And one after another into the central Nanjing, new hundred and other 5 shopping malls.

Touches: a very accidental pformation

"Scarecrow" is Chen Liqiu's brand in 2004. The Hongkong clothing brand entered the mainland market more than ten years ago. After that, it quit for a while and re entered the mainland in 2004.

At that time, the scarecrow general agent of the mainland found Chen Liqiu and became the general agent of Jiangsu province.

Chen Liqiu considered the Scarecrow's brand recognition and recognized the public's awareness of the brand and decided to act as agent.

In the years from 2004 to 2009, Chen Liqiu successfully introduced the scarecrow into 5 shopping malls, with annual sales ranging from millions to 30 million yuan.

"If I hadn't met my colleague in Zhongshan building before, I might still be sticking to the traditional way of doing business, and never think of e-commerce at all."

Chen Liqiu said.

In September 2008, Chen Liqiu's colleague saw that Chen's online business had done a good job. He suggested that Chen Liqiu could move the scarecrow into Taobao mall and sell it online.

Chen Liqiu, who was not familiar with online shopping, insisted that "cheap and fake" is synonymous with online stores, and worried that the scarecrow would be smashed on the Internet, and relatively cheap online prices would affect offline businesses.

This series of problems haunted Chen Liqiu for a long time, and finally she decided to try.

She asked her colleague to register the scarecrow store in Taobao mall and supply it herself.

Since then, Chen Liqiu began to pay attention to the sale of scarecrow in Taobao mall.

However, the initial result, as she feared, was that online sales of "scarecrows" with high sales online were unsatisfactory for several months, and sales on the Internet were unsatisfactory.

Chen Liqiu sees many other brands in clothing stores in Taobao mall.

This gap makes her not only see the huge space that scarecrow can enhance in the field of e-commerce, but also start to study why the same type shops can do so well.

{page_break}

Change: three, change models.

Subsequently, Chen Liqiu did a lot of market research and analysis.

"Tens of thousands of sales per month, but a lot of repeat customers, which means that my goods are recognized.

What's the problem? "Chen Liqiu asked himself.

She found that the most direct difference between the other shops in Taobao mall is that the pictures she put in the shop are all in the warehouse of bang bo, and the photos are very unprofessional. The pictures show very poor results. When you open another shop of the same type, each dress has a professional model wearing, professional photography, visual effect is obviously better.

"This may be a place that can be changed."

In August 2009, Chen Liqiu reclaimed Taobao store store from his colleagues and set up a team to run Taobao store store in person.

Professional models and photography are the first step in changing the shop.

"There are many twists and turns."

Chen Liqiu said, "in November, for the first time, a professional photographer and a student of Nan Yi were invited to make a model.

"Scarecrow" men's business is a business casual style, he dressed like a child dressed in his father's clothes, no tune; in December, we learned that the Taobao business in Xiamen is very mature, all aspects are very mature, specially to Xiamen to shoot, but still did not shoot the brand's international fan; in January, we returned to Shanghai to shoot, and invited the external model, only to see the effect.

Today, bang bo has set up its own studio to acquire professional cameras, lighting backgrounds, and regularly photographers and models to come to the company to shoot.

"Our brand has about 200 new models every quarter. Since we choose to do e-commerce, we have to go on with it for a long time.

These investments still need to be spent.

Chen Liqiu said.

Marketing: Gold spike promotes popularity

Almost when Chen Liqiu took over the Taobao mall store, she found a professional website company.

In Chen Liqiu's plan, she wants to be an independent Scarecrow menswear shopping website and promote customer promotion to Taobao.

This website mainly deals with wholesale.

In March 2010, the studio was built.

Chen Liqiu has applied to register second shops in Taobao Mall: "Scarecrow" men's flagship store.

Unlike the scarecrow franchise, the scarecrow flagship store is the exclusive sale of Taobao scarecrow, the only scarecrow Taobao distributor.

Chen Liqiu began to use Taobao store to provide promotional promotions for the scarecrow to earn popularity.

The golden spike is what she thinks is more successful.

In May, Chen Liqiu applied for gold spike in Taobao mall.

In May 6th, bang bo received a notice from Taobao staff to arrange the company's Mexican bang bo store (Scarecrow store) from 5 p.m. to second p.m. 11 p.m. in May 7th, to participate in the Taobao gold medal spike.

"We all know what this moment means for the shops, and we are all very happy."

On the second day, 5 p.m., the spike started on time.

The plan promoted by bang bo is a striped T-shirt with a price tag of 158 yuan at the original price, a price of only 49 yuan in the spike phase, and a T-shirt with a price of 100 yuan at the original price, with a spike price of 39 yuan.

To Chen Liqiu's surprise, the first 500 promotional T-shirts were sold out in 29 minutes.

Chen Liqiu immediately predicted that the original 1200 T-shirts might not be enough, so she immediately sent the staff to the scarecrow counters in shopping malls and picked up 300 pieces.

After 30 hours, 1500 T-shirts were sold out at the end of the spike.

"Spike can instantly bring store traffic. We increased 2000 buyers' traffic in those 30 hours. The promotional T-shirts were indeed sold at a loss, but therefore, the buyers of the shops also bought other products, so they did not lose their profits."

Future: close shop B2C

Chen Liqiu's Scarecrow stores and flagship stores also choose two ways of marketing.

According to her words, the flagship store pays more attention to brand building and trend orientation, so the flagship store has introduced high-end scrolls and silk men T-shirts in the flagship store. In order to highlight the trend of the new season, the front page of the flagship store is interwoven with the clothing advertisements produced by the team members of the team, while the scarecrow franchised stores focus more on preferential sales promotions, such as 100 T-shirts on the front page, and two special offers and group buying offers.

It is understood that Chen Liqiu's "Scarecrow" Taobao pricing than the physical counters priced 30% to 40%.

Up to now, the sale of scarecrow single Taobao shop has reached 600 thousand yuan at the most.

Last month, Chen Liqiu's only "Scarecrow" shop opened on Chang Fu Street. Because the rent was due, the landlord doubled the rent, and Chen Liqiu gave up the operation of the store.

"It's not an impulse decision. I was thinking deeply.

A very simple example. My friend's mother is more than 80 years old. Now she is shopping online by grandson. My brother's mouse is broken, and my nephew will buy it through Taobao.

After that, people become more and more. E-commerce is an inevitable trend.

Chen Qiuli is very pleased with his decision.

Since this year, Chen Liqiu has rented 1400 square meters of the whole floor with the same level of bang bo company, and established the bang bo electronic commerce company.

Instead of running Taobao Mall for its own brand of scarecrow, her next plan is to set up a special third party e-commerce operation team to help all brands that still stay in the traditional marketing stage and develop online shopping platforms.

"I think the physical store will only be an experiential shop for customers to experience in the future, and brands will focus on the field of e-commerce."

Chen Qiuli said.

At the same time, Chen Liqiu is still working hard for her other dream. She is communicating with the business district of the Qinhuai District of the company, whether she can take the lead in recruiting the Taobao business by the government, rent a park under the public, set up an industrial park of Nanjing's e-commerce, and realize resource sharing and industry promotion.

"The e-commerce industry in Xiamen, Zhejiang and Shanghai is much more developed than Nanjing, and their network operators are clustered in an industrial circle or building. We should also strive for this direction.

The reason why I want to build e-commerce companies and independent studios is to share resources and help small Taobao companies and traditional brands grow bigger and stronger. The formation of industrial parks can also drive the development of Internet businesses, such as model teams, photographers, related software and express companies.

Not only that, we also need to set up an E-Commerce Association in Nanjing to help network operators safeguard their rights and develop their businesses. "

Chen Liqiu's e-commerce strategy is continuing.