Domestic Sales 50%&Nbsp; VS&Nbsp; Export 6% -- Look After 70 Business Miracle

Correll began in April 2008.

Affected by the financial crisis in 2008, the export market of the company began to decline.

At this point, Zhang Xiang thought of the operational strategy of "obstructing the inside out", and made good use of the concept of "changing the rules".

In April 2008, Zhang Xiang began to make his own brand, "Riel".

How to choose the channel if the brand is there? Because Zhang Xiang has always been the export market, there is no channel resources in the domestic market, and the cost of channel construction is relatively high.

After thinking about it, Zhang Xiang finally chose to be a flagship store in Taobao mall as a brand of online brand.

At the same time, the export market also continues to receive orders.

Product: the law of enterprise survival

Why is Zhang Xiang positioning his brand as a network brand? He has his own little calculation. He said that the population of online shopping is expanding. These people have a strong purchasing power. This is the biggest business opportunity.

Now that we choose to make online brands, we must make scientific analysis of the consumers.

First of all, the difference between online brand and offline brand is that consumer group is different. The age structure of online customer group is small, about 20~30 years old.

People of this age group like to accept new things, pursue fashion trends, and update quickly, but the prices are low.

"In 2009, the sales volume of our company's export market was about 300 million yuan, with a profit margin of 6%~7% and a profit of 18 million yuan.

In the same year, the sales of Taobao's mall was 30 million yuan, with a net profit margin of 50%, that is, a profit of 15 million yuan.

Zhang Xiang said, it can be seen that the domestic market profit is much higher than the export market, which is the most important reason why they insist on doing the domestic market.

In the 1~6 months of this year, Zhang Xiang's sales in Taobao mall amounted to 35 million yuan, with a profit of 18 million yuan.

Since the export market does not have a high profit in the domestic market, why not abandon the export market and make full efforts to enter the domestic market? Zhang Xiang said that although the domestic market is more potential and profitable than the export market, the popular trend and design elements of his online brand design depend mainly on the foreign popular information.

Therefore, the OEM processing of export will go hand in hand with the domestic independent brands in order to drive the rapid development of enterprises.

It is worth mentioning that the sale of the brand is also due to the brand's domestic and foreign design teams. There are 6 design teams in the UK and France, and 30 in the domestic design team.

Swimwear: 20% of the store's profits

Correll's brand in Taobao mall is mainly based on bra and household clothes, while the beach swimsuit only accounts for 20% of the total profit, but its profit can also reach 20%.

This is because the beach suits are seasonal. In the month of 5~8 this year, the sale of swimwear in drum was 1 million yuan.

In September, it began to enter the off-season, and all swimsuits had been put off the shelves.

This year, beaches are mainly built in Siamese and bikini.

In style, regular geometric figures, such as stripes and dots, sell well, while foreign leopard print sells well.

The price is higher than that of last year, and the swimsuit of the same year was about 60 yuan, and this year it will cost 80 yuan.

Zhang Xiang believes that this is mainly due to the domestic economic recovery caused by rigid demand, in addition to this summer's general hot weather also has a certain relationship.

Channels: offline services for online

At present, there are more than 20 real outlets under the line, mainly in the South market of the Pearl River Delta.

But the offline stores are also different from the traditional franchisees. The offline stores have saved 20%~30%'s intermediate channel fees.

But the price of the product is about 30% higher than that of the online brand, because the physical store has rental fees, for example, an online underwear sells for 80 yuan, and the offline store has more than 100 yuan.

For the time being, the entity store directly under the line is mainly for online brand services.

Zhang Xiang is simply the "little magical power" in the underwear world.

He analyzed the offline channels and said that underwear products are very different from other garments. Underwear stores are located in Mong Pu District, and can not drive sales and profits. The purpose of opening stores is to promote image.

Shops that really drive sales and profits should be opened in the community, which is the best location for underwear shops.

Because underwear renewal is specially changed, 2~3 month for a new style, but also at any time to meet the needs of community consumers.

For the cost of entering Taobao mall, Zhang Xiang said it was much cheaper than the line, only mentioning 5% of the monthly sales to pay the rental fee of the mall.

At present, there are about more than 100 distribution platforms for brands and no agency fees.

But it is necessary to sign a guarantee agreement, but there is no need for a deposit.

At present, these distributors are selling at 20 percent off, selling at full price and not allowing them to be sold at a low price.

When a retail store becomes a distributor, if the consumer clicks on the order product, the background will automatically pfer to the background of Taobao mall, which will be directly shipped by the company.

Zhang Xiang said, at present, the sales of ordinary shops in the city, sales of less than 1/10 of the mall.

The promotion of online brand also has the characteristics of network, station promotion, through train and so on according to the product click through rate.

For the current confusion, Zhang Xiang said that products, funds, channels are not a problem, the most lack of network talent.

Such as pre sale, after sale, brand operation and network platform planning talents, these talents are quite different from those of offline brands. This is also the most troublesome thing for us.

I hope that with the maturity of Internet channels, online talents can also grow rapidly.