J Bo Te C: "Brand Name" Landing

Even if

The top three, Wu Shihui still dare not take it lightly.

Except for

The competition of online shopping platform is more and more intense. Cotton price rise, artificial price increase and unstable delivery time of factories are also stimulating the clothing industry's nerves.

Wu Shihui, the founder of the "brand name", is considering whether the price is adjusted and how to make the supply chain more controllable.

These are the challenges of reality.

For this young online businessman, though he is relying on his own brand,

Stand firm, but as far as sales volume is concerned, it is necessary to promote the "billion club" and how much attention should be paid to strategy.

However, Wu Shihui has clearly thought of the way to break through - the store under the layout line, further improving the brand awareness and increasing the consumption contact point through the traditional expansion way.

As a result, the "wave" will be extended from online to offline, with the landing of the physical store.

Hatching "Amoy brand"

For Wu Shihui, it is normal to constantly correct strategies in changing situations.

In 2005, Wu Shihui bought a building in Zhangping, Fujian.

He began to do business in foreign trade in 2000 and made it to foreign brands.

When the turnover amounted to US $10 million, he chose to enter the manufacturing chain to control the whole supply chain.

Though always replaced

And other big brands do OEM, but after all, they are not part of the added value: "profit margins are very limited. Everything is in the hands of others, and they can not make decisions, they are very passive."

Therefore, under the impact of the financial crisis, the shrinking orders directly affect Wu Shihui's business, and the change is also going with the tide.

In fact, Wu Shihui has also brewed the establishment of brand.

Actually, "

"This brand was not born in 2008, but has been registered in 2000.

However, compared with the foundry, the retail experience needed by the brand and the huge market input are not affordable for ordinary enterprises.

So for Wu Shihui, we need to wait for the right time.

And the financial crisis has become an opportunity for pformation.

"The first thing to do is to be a sports brand, and later found that the competition of sports brand is too mature.

...

The monopoly of these sports brands is too strong, so it is very difficult to cut a notch in it.

So we decided to take leisure men's clothing as the main factor.

In 2007, Wu Shihui began to practice his brand dream with the idea of opening an entity store.

At that time, he chose.

A new business circle rented a pavement in the newly opened shopping malls.

That year,

It also opened its own official website. "It was September 2007, a month earlier than any guest." at that time, hundreds of thousands of ads were being thrown, and the advertisements of the people were seen in the website, bus station and elevator. Wu Shihui remembered, "I invested 5000 yuan in advertising on the potato online, but only sold two thousand or three thousand yuan."

Promotion has not brought about a benign circular effect.

Plus, when we started,

The price of clothes is between 400 and 500 yuan, and the price is too high to sell.

Wu Shihui said with a smile. Then, the store also closed the door. "The new business circle didn't work. The popularity of the mall was not strong, and then it was switched off."

In this way, the first shop failed.

Then in 2008, Wu Shihui changed his strategy and chose to enter.

。

except

The back is

。

"If we just sell the brand, our sales rank first."

Now, apart from Taobao, in the Tencent pat, Baidu music cool days, fan, Mcglaughlin, red children, Jingdong mall, Dangdang network, etc.

It is understood that the sale of 2009 was about 10000000 yuan.

This year, the monthly sales volume in Taobao mall has reached 3 million yuan at the most, and Taobao's "singles day" was not long ago, and the sale of Taobao was 6 million 128 thousand and 800 on a single day.

Worry about shuffling cards

Although in the men's "Amoy brand" in the forefront, but also Alibaba "20 thousand and 100 network operators", but Wu Shihui did not feel optimistic about the prospects.

On the contrary, increasing competition in the same industry made him feel that the next 2011, the clothing industry's network brands will have great turbulence, such as shuffling.

"Now everyone is fighting the cost, but the rising price of raw materials and the rise of labor have made the profit margins of garment enterprises become rather limited.

The retail platform is also squeezing your profits, but if your price is higher than others, sales will naturally be affected.

On the day of the interview, Wu Shihui was still considering the conditions put forward by an e-commerce platform. If he accepted the price put forward by the other party, it would mean 1 million yuan less than the normal price.

It is difficult to expand the size of the market, or to maintain the original price system.

However, behind this question, actually reflects the question: what will the core competitiveness of the brand depend on after the price war?

Wu Shihui's answer is the connotation and culture of the brand.

"If there is no cultural distinction, it will be no different from Taobao's other brands."

Therefore, since 2010, the company began to push the concept of "index man". "We will continue to use the index culture to influence consumers, use various arrows to show, and enhance the expressive power of arrowheads."

Wu Shihui said that the arrow is like a label that allows consumers to better identify.

Meanwhile,

A special clothing consultant has also been set up. "In fact, it is a professional customer service. They should have knowledge of clothing and collocation, common sense of colors, and a good sense, such as a grasp of clothing version and familiarity with fashion fabrics.

Wu Shihui believes that these practices help customers to brand recognition, and he hopes to create a brand with unique personality.

Not only that, Wu Shihui also opened the line.

The plan has a timetable. It is understood that three franchisees are preparing for the opening.

The headquarters of Xiamen's Huli Avenue can see the model shop of the store under the line of the store.

European and American style

They are arranged in a random way, and in addition, glasses, scarves and other accessories are interspersed.

For Wu Shihui, the extension of the exclusive store network can not only expand the market share, but also play a direct role in shaping the brand.

But once again, the challenge is still arduous.

Whether this new change can help its brand to succeed is still waiting for time to test.