How Did Taobao'S First Men'S Clothing Network Business Become?

After ten years of foreign trade in Huli Avenue, Xiamen Spike card Chairman of garment company Wu Shi Hui We started a transformation experiment, but unfortunately, the first two transformations failed. Wu Shihui was in 2008. Tmall Opened the men's clothing shop, and thus became the foreign trade of Taobao online. First net trader 。 Recently, in an interview with our reporter, Wu Shihui revealed to the outside world the secret of his success on the Internet for the first time.

The two failure cost nearly 2 million.

Although now the top Taobao Internet foreign trade to domestic sales, "the first net business" aura, but Wu Shihui had two times before losing the experience of Mai City.

In 2005, when Wu Shihui invested in the factory in Zhangping, he registered the brand of the "storedo" men's clothing. He planned to follow the regular development route, open a physical store in Xiamen, and then join in the whole country. Although the abacus is good, the reality is not satisfactory.

"At that time, we carefully designed and produced a series of men's clothing priced up to 400 yuan and opened the first store in a large shopping mall in Zhongshan Road. Wu Shihui said, did not expect the store opened for one or two months, only 18 thousand yuan a month income, deducting shop rents, labor, inventory, simply is unable to make ends meet, seeing about 1000000 yuan invested, just a few months to fight.

It seems that the opening of a physical store is out of order. Wu Shihui, who has a little e-commerce foundation, is beginning to explore the shop. In December 2007, the official website of Wu Shihui's team was formally launched, but Wu Shihui, who was looking forward to a big fight, was once again empty.

"In order to open up the popularity of the website, I spent 5000 yuan on Tudou every day, but I could only sell more than 2000 yuan of products at the time, but I could not stop advertising even if I didn't even have 2000 yuan, so I watched the hundreds of thousands of dollars disappear from the company account." Wu Shihui recalls that he was also frustrated by the outbreak of the financial crisis and decided to give up his official website. {page_break}

Transformation network providers take the lead

In 2008, when Taobao first recruited the first batch of foreign trade to switch to the domestic sales network, Wu Shihui took the name on the last day.

"Surprisingly, on the first day of trial operation in Taobao mall, we received 96 orders, and sales volume was over 10000. In 2008, 5 months, 6 months and 7 months, Taobao sold the first place in Taobao men's clothing. In the first few months of this year, its sales volume has been ten in Taobao's men's wear." Wu Shihui proudly said that now not only Taobao, QQ mall, pat net, and other network sales platform has his products.

Men's wear shops on the Internet are numerous. How to stand out from them is Wu Shihui's painstaking effort.

The first is positioning. Wu Shihui said that most of the online shoppers were young fashion people, but they also had subtle differences. Teenager to 20 year old young people like early adopters, but the price is obvious. Whoever buys cheap, regardless of whether the cloth is good enough, and those aged 20 to 35 have a stable purchasing power, a more rational consumption, and a deeper awareness of the brand.

Of course, pick the right crowd and produce the right product. Years of experience in foreign trade have helped Wu Shihui immense. "The style of ordering several times in foreign trade must be a product with a high market acceptance". Relying on this judgement, there are more than 20 thousand men's clothing sold in the market.

Now, Wu Shihui has 1000 employees, 24 production lines, an annual output value of billions of yuan, and last year's domestic sales reached tens of millions of yuan.

Challenge to return to the store

Internet sales can make Wu Shihui win the game, but he has been in trouble recently.

"It is a brand that really grows up in the Internet. In order to maintain its brand image, the price has always been relatively stable. But now the online promotion strategy of" one dollar spike "and the impact of massive low-cost products have made me feel the fierce competition in the Internet for the first time. Wu Shihui pointed to his shirt and said, "clothes like this are all specially designed, professionally tailored and processed and packaged. They will be listed at a minimum price of no more than 99 yuan, but there are many people in the Internet business who sell 50 yuan, 40 yuan, or even 20 yuan. This is not a great pressure on him.

But Wu Shihui dared not lower the price. He said that the Internet has accumulated more than ten million customers to buy his products. Now, how do they trust the brand after the price is cut? Another thing is, the value of 100 yuan is reduced to 50 yuan, and the sales volume may increase by two or three times in the short term, but after the peak, the price can only stay at 50 yuan. Where is the growth point of the long term?

Without price reduction, it will lose some competitiveness and price will damage brand value. In a dilemma, Wu Shihui began to think of "return" - making his own stores, and then joining the national franchise. "Recently we have to invite experts to sort out brands, and offline stores will also be launched." Wu Shihui said.