Masa Marceau And Sun Hong: Brand Building Of Internet Channels

Nine, general manager of zunshang Technology Co., Ltd., graduated from China European International Business School and got a bachelor's degree in EMBA in the same year. Wkdo, one of the top men's clothing brands in China, has experienced more than 10 years of traditional men's wear experience. It has made a year of selling nearly 100 million yuan, and has rich experience in the design, production, service and supply chain management of the traditional clothing industry.

Martha Marceau and many e-commerce enterprises are not the same place. We tend to focus on clothing, which is made by people who make costumes instead of doing e-commerce.

I would like to share with you some experiences and feelings of Martha Marceau, because we have to respond to the call of Lao Xing for dry goods.

Today's theme is:

Martha Marceau has been operating until now. There is no difference between brand operation and traditional clothing industry's brand and skills and methods, including a recent clothing brand that has just appeared in Guangdong, including international routine.

But in this case, we should emphasize the positioning of the target group, because we are doing it on the Internet. We must not confuse the target customers. What are your preferences and concerns of the real target customers, including where they will exist and what ways they will communicate, these are the most important.

Therefore, the positioning of brand characteristics and target customers can not produce differences. This is also the difference between many offline brands and online brand operation. Many offline brands do well online, based on the understanding and cognition of consumers on line, but online is another customer group.

Therefore, the understanding and cognition of offline customers can not be moved to the line, which is different.

Channel characteristics, the Internet access has its advantages and disadvantages. For traditional brands to go to the Internet channel, we must analyze their advantages and disadvantages.

I have received many friends' inquiries and questions. I have been making men's clothing for more than ten years. I have made three brands. The first one is Paul, but now there is another brand named Kiev, and another is Victor, which is our own brand.

Many friends from traditional industries ask me that we have many good resources in Guangzhou. There are many wholesale markets such as white horse, children's clothing and women's clothing are very good. There are the largest global goods market. Are these resources? Actually, from our operation, including offline operation, these are very small resources, but they must not be the resources of decision.

Completely manipulating a brand and setting up a brand, including the operation of the market, emphasizing the complementarity of a team, what kind of complementarity of the partners is, what kind of complementarity the partners have, whether we can have the understanding of the industry and cross-border understanding, we are exploring the brand of sub business, which is a cross boundary in itself. Whether the traditional clothing industry is pformed into the work of cement + mouse, whether there is a spanning partner, the experience spanning and the perspective of the consumers, what is the understanding and demand of consumers, so we talk about if we go online to make a brand, the above mentioned resources, resources, and friends can tell me that the wholesale market can at least take the first place, sell and restock, these are not our real resources. What is the decisive resource? From a brand operation up to now, whether online or offline, we think brand operation is the decisive resource, designers, it is hard to have another person now.

There are second points to consider and how to integrate them.

Making brand on the Internet is indeed a bit of a good wine, afraid of deep alley, and offline shops do two stores in one pedestrian street to three franchised stores. There is a normal passenger flow. There is no need to worry about bad sales. As long as my goods are good and service is good, there is a fatal point in the Internet. If you do it at Taobao, many of them are new customers. Basically, they will be three to four pages, and three pages of customers will not be able to show you the chance to search products. Many customers in Taobao have got Taobao's resources.

So from this point of view, good wine is afraid of deep alley. If you build an independent B2C website, if there is no big portal advertising and so on, a series of promotional tools and high promotional expenses, you can not remember the domain name of your store. You can't remember the domain name. This is a very terrible thing. It means that there is no traffic, no guests to your store, even if you are open 24 hours.

What does your consumer target group understand about the brand on the Internet? It is different for different industries, but one thing is for sure. The consumers on the line and the consumers on the Internet have different understanding of brand.

This point reminds me of my actual operation experience. Many brand operators are willing to do e-commerce now, but we find that they often confuse the understanding and demand of these two kinds of customer groups. This is very problematic. It is not right to take things from A to B, but it is not right for me to make specific differences, because different industries and different categories have different differences.

In addition, when we are spreading, we hope that Internet consumers will remember what we are, that is, in what form, what kind of highlights and stimulating points, so that customers and consumers can remember you. This is your experience, your means, you constantly test, summarize and improve.

How to let consumers remember us, this is also a very skillful thing, and at the same time disseminate our brand on the Internet, what are the characteristics of Internet communication?

Some people say that they can directly advertise. Some say they can shop in Taobao or patting many places. Others say that we can promote through the alliance.

But find ways and channels that are suitable for you.

Martha Marceau has been operating until now. We also see that the operation of the Internet does have many advantages. For the advantage of a traditional clothing brand, the first is timeliness. Products do not need any logistics and pportation. Directly entering the website can enable hundreds of millions of netizens to see that we have made traditional websites for more than ten years, and the annual new goods distribution speed and cost are very high, and it is very delayed. The Internet has solved this problem.

In addition, it is extensive. We need to have a brand to do the whole Guangzhou market. If we do not open to 17 stores, the whole Guangzhou City, including the surrounding market, can not be fully covered. If an independent website on the Internet can cover the target consumers nationwide, the cost difference and the speed of your market share are obviously different.

The third is interaction. Many brands in Guangdong like to send their products to the consumers through the franchisee system or the one or two level distribution system. But this lack of interactivity, do not know the true line sales. Many offline brands are stuffed with their heads to make a living, that is, replenishment. I opened an order meeting today, and I guessed it correctly. This year, the order is good, and the guess is not good, but the Internet has timely feedback.

Fourth low cost, you store inventory, we used to do the most a brand, a region in the country to do 500 stores, we need 500 stocks, but on the Internet is not the same, when there is only one sub warehouse, when the big time in the country to build 4, 5 sub warehouse on it.

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But when the Internet is spreading, I remind friends of traditional clothing industry that they also have their disadvantages. For example, the high cost of communication, we should not think that the Internet can build a website. It can be done well on Taobao, and it can not be done well. It needs to effectively promote your brand, but the promotion cost will be higher and higher.

For example, the annual national advertising has basically been determined. From what we understand, the growth price of advertising sites of several major portals next year will be over 50%. If the brand is promoted, the cost of promotion will be high.

Internet operation is also a bit more professional, technology, logistics, customer service and so on is not a single person can do, it must be an integrated body.

Third, this is a new industry. In this industry, there is no professional talent. So we have established a business school. This is something we would like to see very much.

There are many friends to visit our company. After visiting, we often ask a question. When you are a B2C enterprise, what is the organizational structure? On this side, I would like to tell you that there is no difference between the organizational framework of Marceau and the organizational structure of traditional industries.

In the organizational framework, we need four pieces to be taken out alone. The market department, promotion and operation should consider the characteristics of the Internet more. Because of the change of channel, the market department will have to change.

To make B2C must be a strong technology department, this is very important, which involves low level security. At a higher level, once orders are broken out to the first stage, one thousand times a day, the system can not be connected to the system. If the system fails, the cost of early promotion will be smashed out, the customer experience is poor, and the speed of the website will be fine. When you get up to 5000 single points per day, it is also a threshold for e-commerce, rising to 20 thousand per day.

There are also customer service in general there are partners, we do the Internet and offline stores do have an essential difference, we do not have a business miss, this time your customer service department is for the customer to do troubleshooting, after-sales service, so this department is very important.

And when the online service is available, the sales girl says that it will be hard to serve as a single, but you will not be satisfied if you leave online.

There is also a logistics system mentioned by fans. This is indeed very important, not only for customers, including V+, Mcglaughlin, Jingdong, but also vigorously developing their own logistics system in the entire Chinese market.

Customers will not say that this courier company has problems, customers say that the company's service problems, this is the most complaints we received customers, we are now using the express company is Shun Feng and home express, Shun Feng is the mainstream, Shun Feng in China, the service is pretty good, even if there are problems, customers will not say that Shun Feng service is not good, is the service of masa Marceau too poor.

How to communicate with customers in the Internet access, like traditional operation brand, is only based on the Internet. There are four points to pay attention to. The first one is to find the most intensive place for target customers, to communicate with each other, to communicate with customers through Internet language, including communication and feedback. These Taobao sellers are doing well, including communicating with customers through Internet access providers. In fact, the most fundamental thing is to make a deal. At this time, we must integrate ROI.

Customer experience is a very important thing in e-commerce. Not only is the speed of the website fast and slow, but also a platform built on the platform for the professionalism of the product and brand description, including whether the flow is smooth, and whether the service is professional or not.

There are many offline friends asking me, we are also willing to do e-commerce, but it is to build a good official website, or to open shop in Taobao, or to pat, Jingdong's platform operation, in this analysis, we will have three situations, of course, this is standing in the perspective of independent works.

Self built website is relatively professional and has great technical challenges, including your consideration of the process and so on. But we have many professional agencies to do this. Professional agent company, Marceau has been changed several times now. In the 08 to June, I decided to come back and do it myself, because I found that many agencies could not understand my intentions, so we still need to pay attention to it.

Including self built website investment, and independent domain name, independent website, promotion capital requirements are very high, if you do not promote, your domain name is not even remembered, this is very terrible thing.

But self built channels have an advantage. With the development of time, if you operate properly, the return rate of independent websites is high.

It is also good to operate in Taobao. If you don't want to have too much investment in the first step, you can try on this. In Taobao, there is a bad competition environment, including credibility in Taobao, which is generally not high. Apart from a few excellent seven grids, these are just the rare ones in Taobao. Most of the suppliers of Taobao have a lot worse credit system.

In fact, Taobao's customer base is not good. If you have a long time to train your customers, your brand stickiness will be greater than that of Taobao.

Let's take an example. We know several brands that have little influence on their official website sales during Taobao singles day, which can understand the stickiness of customers.

Business platform can also be done on behalf of sales, I think this should be a supplementary channel, should not be the main channel.

Let's talk about these three channels. Let's talk about a feature similar to traditional industries. We should act as agents in the whole country or look for franchisees to do wholesale business, so that people will understand it more easily.

Another word is the Internet brand building. The most important thing is whether the Internet brand building is the strategy or tactics of the enterprise. We have seen many enterprises have come to the Internet for 08 or 09 years, and many companies are more powerful than our funds. They have plenty of resources, even large production plants, integrated designer teams and technical teams, but at the end, many can not see and disappear.

To sum up, we believe that it is not enough for enterprises to focus on resources and adhere to the level of strategy when they are not at the strategic level of e-commerce.

In the past 08 years, the news bird has made a brand name. Its domain name is very good, and its funds are not lacking. It is said that we need to do 3000 thousands of things. At that time, I thought the use of funds was higher than ours. I guess it was higher than anyone else, but after a year, the brand could not be seen, and now it was only offline.

This is whether the project can be considered at the level of enterprise strategy. If you want to try it briefly, try it and try it, but try this kind of investment and persistence and rise to the strategy. You must do well in three to five years. What you do is different.

In addition, it is a long-term project or a short-term project. Marceau has not insisted on it for three years till now. Many things are sticking to it. For many of us here, they are entrepreneurial enterprises, or have opened shop on Taobao. It must be cash king. This is very important.

Finally, to sum up, many friends of e-commerce have asked me what the situation is coming. I told a lot of friends that the era is coming. There are several volts in clothing enterprises over the past decade, including a lot of Guangdong brands, often started from Guangdong white horse wholesale market, that is the era.

Second electronic commerce is the coming of another era. In this era, it is not three to five years. In this era, how to seize this opportunity is very important.

Thank you, but also respond to the call of general Xing, or dry goods.

Compere: please ask Mr. Sun to stay. The following friends have many questions to ask you: Sun general, Hello, you have just mentioned the positioning of the target group. We are the women's clothing under the line. The target group is 28 to 45 years old, with less familiar and medium maturity style. Customers do not surf the Internet themselves, and children buy on behalf of them. How to implement network sales? This is a question raised by Shana dress.

Sun Hong: when I was training and consulting many enterprises in traditional industries, many people also asked me that my customer base crossed nearly 20 years old. This customer group is very extensive in China. I told him that I did not see a brand that could cross the customer group of 20 years old, especially in women's clothing. Therefore, there are some problems in the location of less mature and medium skilled, so we have to think clearly about whether we need to make less mature clothes or make medium maturing clothes.

In addition, we should consider that many customers will have 30 to 40 years of age, but they tend to be 25 years old. Especially for highly educated and highly qualified women, so are these customers really buying on the Internet? Are they really young children? Not necessarily. Marceau's customer age group has been close to 37 and 38 years old from 27 to 28 years old. Men's clothing is the age segment. So I think we should identify the location and re analyze the customers.

Question: please talk about the conversion rate of advertising, how about ROI of masa Marceau? How do you see the promotion of high priced products?

Sun Hong: speaking of an advertisement conversion rate is still relatively simple, I hope you can consider the situation of integrated ROI, this is to do e-commerce must pay attention to, if you do not pay attention to everyone, do not play in this circle, not to recruit a leader will be OK.

The conversion of ROI is related to different channels and different promotional methods. We know that some e-commerce brands, for example, they will have a high conversion rate in Tencent mall, but the conversion rate of Marceau is not high, because our customers are young, and there is a high conversion rate in other mature media, but some brands in the mature media conversion rate is not high, this should be targeted.

Martha Marceau has a certain reference value, but in fact, it does not help much in your overall thinking. I just recommend that we should make qualitative analysis from different channels and brands, including marketing means to consider ROI comprehensively.

For the promotion of high priced goods, I recommend that you still have to remember two sentences. This is also what Marceau has been insisting on now. First, customers can buy this product through authorized channels, but he will not lose the essential demand for this product.

Whether you are online or offline, unless you do it.

The second sentence is also emphasized by all our designers, including the operation team, that the skin is memorable. Customers will remember that through good things, they will remember through poor things, so price is not the most critical factor, and more importantly, product cost performance.

Martha Marceau, we all feel that our products sell well, including now selling 3680 yuan leather clothing, we sell 3680 yuan leather clothing than the 1900 yuan clothing sales volume 4 and 5 times. Before we made the line, the leather coat should be sold to 17000, 18000 yuan. The first day of the two day, I sold a leather jacket close to us. He sold $18000, and my 3680 yuan is cheap. But if you put it in Taobao, the price is definitely high. So the price is not the core factor, the core factor is your price performance is not enough, the price performance is enough, the price performance is enough, and the price is not enough, this is not easy to say.

Customers are able to identify.