Fan Is Not Exclusive Live Broadcast, But The Waves Are Even Better.

It's not Vancl, it's somebody else.

Although Vancl develops faster than 300%, in fact, there are also brands such as Masa Maso, Justyle, Sportica and so on, which were originally created with Vancl.

In September, we saw the brand of Sportica in the platform of Jingdong, Dangdang and red kids, but rarely exposed to the Internet platform.

Wu Shihui is not a very talkative person, but he is sincere enough.

At the end of the interview, Wu Shihui apologized through QQ. Some questions were not easy to answer and he wanted to understand.

As the founder of a famous "Tao brand", Wu Shihui has been doing this for ten years.

Different choices for entrepreneurs

In the summer of 2007, there was a legend of PPG.

Now the legend has been quiet, but the legend that follows this legend is really a more wonderful real story.

Vancl, Masa Maso, Justyle and Sportica are the same group followers in 2007.

In the same way, they chose to be independent at the very beginning.

At that time, Chen immersed in the electricity business for ten years, outstanding and good at marketing. Sun Hong served many brands of San dabroy and Victor, from the channel to understand marketing, "in addition to production almost all done"; Xu Qun served as a consumer goods company executives for more than 10 years, and enrolled in EMBA, whose research topic was to investigate B2C and then devote herself to practice; Wu Shihui did foreign trade for ten years, opened factories, OEM Armani, Versace and other brands, and studied textiles and mastery of fabrics.

Founder of Wu Shihui

The four per capita launched the B2C platform in the second half of 2007 and launched its own brand.

But only a few months later, the initial division began.

Vancl and Masa Maso unswervingly follow the pace of PPG.

But Chen led Vancl chose to go crazy low price, Sun Hong led Masa Maso chose to go in the high-end men's wear market.

Xu Qun led by Justyle and Wu Shihui led Sportica in Taobao mall in April 2008 and became the first Taobao brand to stay in Taobao mall.

"Seven million and eight million advertising fees were sold, only three or four million goods were sold, and the money sold was not enough to pay for advertising."

Wu Shihui's independent B2C platform makes people feel bad.

On the website, Wu Shihui began to play online advertisements, land elevator advertisements, bus advertisements and leaflets.

Wu Shihui invested $5000 in advertising expenses on potatoes online, but only sold less than 3000 yuan.

B2C is famous for burning money in the industry. To get traffic, it has to do marketing advertising.

For those who are good at marketing and Sun Hong, this is a way to give full play to their strengths.

But for the traditional foreign trade to domestic trade, Wu Shihui, who does not know marketing, seems to fail.

"As a private small and medium-sized company, it is more difficult to take the PPG route without external capital injection."

Wu Shihui said.

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"To build their own platform" can not be achieved. Wu Shihui turned to "relying on external platforms".

At this time coincided with the launch of Taobao mall channel, Wu Shihui almost excited to enter the mall.

But the plan of "leveraging other platforms" is not as smooth as he imagined.

Solid store franchise

Taobao mall

Taobao platform is a low price killer. Its users are a group of consumers who are extremely sensitive to price.

The price of the company's independent B2C400 yuan is simply not suitable for Taobao 60 million users.

So Wu Shihui tried to attract consumers at low prices and gradually raised prices.

But although prices can be positioned for more than a dozen, Wu Shihui does not want to reduce the quality of Sportica's new brand.

So shirts and T-shirts are purchased and placed according to the best standards in the industry.

A POLO's T-shirt, which is the same as BMW brand (BMW) Menswear, sells for 59 yuan and sells for more than 1000 yuan in the store.

"The fabric of the company is 30 yuan per metre, and the fabric of other shirts sells directly at a maximum of more than ten yuan per metre."

A manufacturer who processes for the production of the big wave says.

And the processing cost of this factory is 30% higher than that of its peers.

"An ordinary men's shirt processing costs range from 8 yuan to 12 yuan or 13 yuan, and the cost of the processing of the shirts is 18 yuan."

The good quality of the scoth card soon attracted consumers with "cheap and cheap" imagination, forming high quality reputation and high repeat purchase.

Sales in Taobao can reach 300 orders per day, but it loses money.

Long lost money business can't be done. Wu Shihui is a businessman.

Wu Shihui has readjusted product positioning to raise prices and reduce fabric costs.

But it resulted in a sharp reduction in orders by 200.

"Pricing is very important.

What kind of brand is suitable for price? This requires accurate cost accounting.

Wu Shihui said.

In 2009, by chance, frustrated Wu Shihui, with his wife's help, set up a Taobao record with a jacket, and sold 20 thousand pieces of single product.

This allowed the brand to be recognized quickly in Taobao.

But at the same time, Wu Shihui also experienced the supply chain test of single product explosion.

"On the Internet, if the output is too high, it is easy to form a backlog of inventory. If the output is small but it is selling well, the order will need to be promptly and promptly."

Wu Shihui said.

But fortunately, he has his own factory and can react quickly.

"The important thing is to have the ability to control the supply chain."

Wu Shihui.

Later, Wu Shihui leveraged the Taobao market platform and spread the sales channels in various ways. The brand of the "rapid" brand was quickly recognized in the minds of consumers.

In 2009, sales of the company reached 18 million yuan, and its Justyle in Taobao mall also gained 20 million in the same period.

Both Justyle and Sportica have grown into Taobao's famous menswear "Amoy brand".

In 2010, Taobao double 11 activities, the sale of the half off of the sale of users in the more than 26000, the about 6000000 yuan a day, the actual payment of about 4300000 yuan.

Vancl and Masa Maso, which chose to adhere to B2C, extend their product lines respectively, including women's wear, children's wear and underwear hat accessories, and get investment respectively. Turnover has already exceeded 100 million yuan.

Corresponding to the scale of the two, the huge advertising sales of the two are ranked in the forefront of the electricity supplier.

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The Internet is just a channel.

Sun Hong said, "the essence of Masa Maso is a Menswear brand", and Wu Shihui said, "the Internet is just a channel".

In fact, on the road of brand building, it is their common choice to spread channels, raise brand awareness and open shop.

In 2010, Wu Shihui paged in Tencent, Jingdong mall, red kids, Dangdang, M18, V+ and other platforms, and expanded its direct stores and distribution stores in Taobao mall and market platform, which distributed hundreds of stores in Taobao fairs.

Nowadays, in Taobao search Justyle and Masa Maso, in addition to its official flagship store, there are many small shop agents.

"Sell all customers in the Internet channel," he said.

This is the first step in Wu Shihui's brand building.

A brand sold only through Internet channels can not be regarded as a real brand in Wu Shihui's eyes. To be a famous menswear brand, it must be sold on both existing lines and offline.

So after completing the first step of network channel construction, Wu Shihui did not hesitate to start the construction of offline channels.

"We have signed seven or eight franchises."

In the last few days of 2010, Wu Shihui began to practice in the offline stores.

Several initial stores have been selected in dozens of stores.

Prior to that, Masa Maso opened its first 170 line offline store in Beijing world trade scale in May 2010, but Sun Hongyi began to choose the mainstream regional outlets in the first tier cities.

And Wu Shihui chose Yunnan, Gansu, Xiamen and other second tier cities to test water to join.

"Brand is superior to any sales platform or any distribution channel, though we sell less than any other platform.

We are concerned about the share and growth of all products under the Sportica brand in various platforms and distribution channels, rather than paying too much attention to the sales volume of one platform or channel.

In the future, we will eventually become the first line of men's clothing brand that only exports brands and products. The best part is to export brands only, "Wu Shihui wrote in his own space.

Although Wu Shihui plans to open hundreds of franchises in 2011, he puts the most important energy on the construction of Sportica independent B2C.

"The overdraft of brand activities is too serious for discount activities."

Independent B2C becomes Wu Shihui's support for seeking autonomy and brand image.

For him, building brand reputation is another important stage of brand building, which must rely on the B2C independent platform. Although the investment in building its own B2C is huge.

But for Wu Shihui, it's worth it.

"I have a sense of urgency now, and some of the B2C who have joined the capital have been promoting advertising everywhere, and if we do not keep up with them, the gap will be bigger and bigger."

Wu Shihui said.

Although Internet advertising is becoming more and more expensive, for Wu Shihui, B2C is now "able to afford advertising".