"Zero Man": Success Begins With "Cut Off The Thread".

Zero number male LOHAS series show

Shop on Taobao, and become the top three in the year, which is favored by the younger generation, and is also accepted by the younger generation.

"Internet brand must have its own core competitiveness if it wants to stand out. Without characteristics, it is difficult to survive and grow. The secret of becoming a brand is to concentrate on not being greedy."

Liu Jianguang, founder of "zero man" and Xiamen Internet operator, said so.

For the future development planning, she hopes to further develop from the "brand name" to the Internet famous Internet brand, and push forward the offline brand experience shop, so that the brand of "zero number male" will become a well-known brand that is complementary to each other under the Internet.

Difficult from line to line

Liu Jianguang was originally a line brand. Later, she found that potential customers in the future are increasingly entering the online shopping. Online shopping is the fun and lifestyle of young people after 80 and 90. At the same time, a realistic factor is that the cost of making shop offline is getting higher and higher. The high cost of rent and staff salaries limits the development and scale of the brand, so she chooses Taobao to open a shop.

The investment of online shops can be started on a smaller scale. The success of operation and operation can turn the scale up several times in a short time. It may be an explosive development. This is not only difficult for offline stores to do, but also something Liu Jianguang did not expect at the beginning.

Starting from the team of three people, she explored the laws and core nature of Internet sales on Taobao's platform, including how to quickly launch products to the market, form her own customer base, and constantly build up network brands through product integration and value refinement.

In the early days of the business, due to the relationship between the staff, it was often done by several people all night long.

She believes that the most difficult thing is the cultivation of talents, and the mechanism and mode of training people can hardly be achieved in a short time.

Because the net sales is a brand new industry, Xiamen is a small city, and there is a shortage of network sales personnel.

For talent cultivation, we can only grope and cultivate at the same time.

Of course, the most difficult thing is not necessarily the most memorable, and the good interaction with online shopping customers is Liu Jianguang's most memorable thing.

In the summer of 2009, they launched the beautiful summer wear (LOHAS Series) products, which soon became popular among online customers, and encouraged them to identify the group's longing for new things and their quick acceptance.

"Online shopping crowd is very strong in accepting new and fashionable ideas, so they can feel it as long as they think and do it for their customers."

Liu Jianguang said.

Fashion style for young men

The brand clothing designed by "zero man" is fashionable and suitable for young men aged 18 to 35 years old.

The appeal of brand is to create wonderful life for customers; the key words of brand are fashion, brilliance, vitality and happiness.

Therefore, the demand for mesh mode is young, energetic, reflecting sunshine, happiness, emphasizing the dynamic and athletic side.

In the growing number of online stores, "zero man" insists on their brand appeal and pays more attention to the needs of consumers.

First of all, according to the change of international fashion trend, we constantly bring new information to customers, and apply it to the product mix, and launch product serialization, and guide customers to buy costumes synchronized with international fashion elements at a lower price. Secondly, on the quality of commercial products, in order to make the quality of products more stable, "zero male" shares a professional manufacturer of foreign trade, providing customers with cost-effective products. After sales service, in order to establish a perfect logistics and after-sales service system, ensure timely delivery and timely return of customers' returns, "zero man" is working with an enterprise to develop a software system suitable for its operation according to the needs of company operation.

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Grasp the details and take the initiative to succeed.

Liu Jianguang believes that it is not difficult to do well in online shops. The key is to grasp the essentials.

"We can not belittle the decoration of the shop."

She said.

In the shop of "zero number male", the color is fully used, the theme is constantly refreshed, different seasons will use different colors, different hot topics, online shops have different product lines.

In this way, the shop will always be full of freshness.

"Do not belittle this point, let online shoppers pay attention to you, is the first step in the success of online stores."

Liu Jianguang introduced, for example, in July last year launched the series of clothing, 7, 8, two months, the entire series of sales volume of more than 5000, this year's new year, they also take red as the main element, highlight the new year's atmosphere.

In order to do a good job in online shop brand, Liu Jianguang, who has five or six years of experience in clothing management, has worked hard in detail.

There are 4 women workers in the 800 square meter warehouse of "zero man". Their job is to dismantle the goods sent by the factory, cut off the exposed thread by piece, and then repackage them.

Liu Jianguang said, there is no thread head is the first impression that customers make good or bad clothes, so even if they spend more money on labor, she has to do well in quality.

To achieve sustained growth in sales, Liu Jianguang feels that the shop must take the initiative to attack.

Therefore, she asked the staff to adjust the product display according to the browsing situation of each web page everyday.

For example, every day from 10 a.m. to 12 p.m., from 3 p.m. to 5 p.m. is the peak of Internet sales. Her employees will observe the browsing of each page, pick out those who buy less products, make corresponding display adjustments, and sometimes adjust the placement of products on the page.

The difference between online brand and offline brand is also the advantage of network brand.

In Liu Jianguang's view, this includes not only the interaction between online brands and customers, but also the need to listen to the needs of customers in a timely manner and respond quickly. It also includes the rapid expansion of the scale of the market with the continuous development of the network platform, so that the brand can be rapidly spread and grown.

And all that is done is Taobao.

Compared with other platforms, Taobao's biggest difference is adhering to the purpose of serving SMEs.

At the early stage of entry, the staff of various departments helped and gave all kinds of training to network operators continuously and patiently to enable them to grow rapidly.

"The platform of Taobao is growing fast and mutually reinforcing with all Internet operators."

Liu Jianguang said.

Taobao identification

MR.ZERO zero man stands out in many men's clothing brands with excellent brand sense and fashion sense.

He pays attention to

Times review

In Fujian, a large number of clothing brand enterprises struggle in traditional channels, or rely on foreign trade processing to seek meager profits.

Liu Jianguang, the owner of the MR.ZERO brand (No. 0), started his clothing business in Xiamen, Fujian. But he realized the opportunity of the Internet earlier and switched to the net sales from the traditional channel.

The experience accumulated in the traditional clothing market, such as brand awareness, quality consciousness and the grasp of the supply chain, will greatly help her to gallop the Internet. At the same time, compared with the traditional brands on line today, she can not be restricted by the conventional clothing sales mode, and make full use of the advantages of the network sale, so that Liu Jianguang can establish a "fast selling fashion" mode and make profits from it.

MR.ZERO (zero number male) has become the famous brand of the popular network, but in the "fast era", if MR.ZERO wants to be a real brand remembered by fashion, it will take the first step.