Fan Mei Bang War: 29 Yuan T-Shirt, The Direct Cost Is 20 Yuan.

More than 40 orders per day, this is Peng Song's current business volume. Compared with April, this workload has increased by 1/3, which has doubled compared with the beginning of the year.

Peng Song is a distribution Commissioner of the "wind up" express delivery company operated by fan Ke Cheng company. His head office originally controlled the East Fourth Ring Road to the Chongwen district. Now the number of couriers in the East Fourth Ring Road has doubled as a result of too many lists. Recently, the company has simply isolated the business of Chongwen district.

Peng Song told the first financial weekly that since the end of March, the main product of the VT was "T-shirt" which was launched in the week before the end of March. "There are usually T-shirts and everything else in each list."

This is a market that is growing exponentially every year. vancl CEO Chen told the first financial weekly that over the past year, about 50 million brands of T-shirts have gone to the market, but not the wholesale market of Beijing zoo, Shanghai Cheap Road and Guangzhou white horse market. These low price wholesale markets test T-shirt cost bottom line, below 30 yuan T-shirts are everywhere. Gao Jian, the founder of the T-shirt factory for independent manufacturers and T-shirts for independent design, told the "first financial weekly" that T-shirts in the market are less than 30 yuan. In such a market, the cost of a T-shirt is from 4 yuan to 17 yuan, while the cost for a brand T-shirt is between 15 yuan and 30 yuan. The cost of T-shirts, such as UNIQLO, fan Kai pin and Metersbonwe, is roughly in the same range.

All the people set up ambitious sales targets: Metersbonwe T-shirt category MTee, which was founded in 2009, sold 1 million units. After a year, the figure turned to 4 million, and this year it is expected that sales will reach 7 million. UNIQLO is ready to double the sales of UT. Last year, in 2011, it was ready to complete 10 million pieces. Sale The number is more than 2 times that of last year.

Van guest has priced a large number of T-shirts for 29 consecutive years in second years. According to the estimate of the garment manufacturing industry, if the whole cotton knitted material is used, a 29 yuan T-shirt material is about 150 grams, according to the price of 70 yuan / kg, the fabric cost is about 10 yuan; if the conventional printing is printed on the chest, the cost will be about 3 yuan; the basic technology is simple, the processing fee is not more than 5 yuan; in addition, the cost of various labels on the clothes is about 1 yuan, so the direct cost of an ordinary T-shirt is about 20 yuan. In 2010, the van VT team initially recommended a price of 39 yuan, which was negated by CEO. He wants a cheaper T-shirt than the zoo. Beijing zoo is a very famous low priced clothing wholesale distribution center. Young people often go there to carry goods with a big bag because they are cheap. "Is it possible to drop to 19 yuan?" after learning that 29 yuan was close to the cost, Chen had no choice but to compromise.

29 yuan is almost impossible to make money. Even Metersbonwe, the competitor, is so sure about the first financial weekly.

In order to achieve this price limit, customers store raw materials in advance to cope with their rise, and strive to make the difference in design cost and cost as low as possible. The solution is local. Original Design.

These designers, illustrators, and cartoonists who are obscurity or famous are offering a total of 1500 designs for everyone, covering almost all the cultural interest themes of young people that VT team can think of, including nonsense, small refreshing, retro, etc. The VT magazine, which is based on the idea of local Freshmen's design power, is also launched. In order to objectively select the patterns that consumers may like and reduce the subjective factors of the appraisal, customers form a pattern selection team composed of three departments, namely, the production department, the sales planning department and the marketing center.

"Because of the question of the little girl in" Er "and" The Professional "," is life always so hard, or is it only childhood? " These words are printed on VT and become attitudes.

In the near future, it is almost unprofitable to make sure that the price of 29 yuan is first aimed at attracting price sensitive young people, such as college students, and then to boost sales, for example, up to 10 million expectations this year. But things are not so simple. This kind of pricing is not what all businesses dare to use. Customers dare to use it because their t-shirt design just goes on a "simple and easy to copy" route, which is actually a penetration pricing strategy. "It usually helps companies expand their sales in the long run, and is more suitable for products that are easy to copy, characterized by not being outstanding and simple in technology." From this point of view, everyone's "basic" T-shirt products are suitable for this low price strategy. In fact, the price of "approaching cost" is a marketing method of clothing B2C. This part of the products that are priced very low can not make money, but it can attract customers to the platform of customers. Not all the goods on this platform are 29 yuan, and the consumers pick and choose at the end. They may finally buy nearly 200 yuan of goods. At this time, if they find another sales strategy of the customer, 200 yuan free shipping, they will think: it is better to make up a difference with a T-shirt, and make up 200 to avoid freight. In this way, the super low price of 29 yuan will penetrate its influence to the network sales platform of the whole customer. Another {page_break}

Metersbonwe's MT price is higher than that of any customer, most of which are priced between 49 yuan and 99 yuan, which is the mainstream pricing of brand T-shirts this summer. This includes a variety of authorized T-shirts, such as Transformers, Saint Seiya, Na Zha, black cat sergeant, Kung Fu Panda and so on. In the same price, the price of T-shirts is 1% to 3% more than that of ordinary T-shirts. In addition, the United States is now selling the "culture of the culture", and the consumers are identified as having certain cultural pursuits. This positioning also makes it not possible to pull prices near the cost line, because cultural demand will bring a certain degree of price insensitivity. Another reason is that Metersbonwe's theme sales still go through the physical store channel, it is not a Unicom platform on the Internet, and the penetration effect of ultra low price goods is far less than that of customers. This strategy is not necessary to try. Metersbonwe's T-shirt left one.

When Metersbonwe first found Hasbro Inc in the second half of 2008 to talk about Transformers's image authorization, the other side was not too fond of reason. The reason for refusing was that it had already been signed to others.

The program's initiator, MT's brand director Zhou long, is unwilling to give up. After all, he has been lobbying this charming marketing plan for Metersbonwe CEO in 2006: obtaining the portrait license of Transformers 2 and putting a notice in Transformers 2 to stimulate sales MTee. At that time, his plan was to make one yuan each and earn one yuan.

He believes in the influence of his 2600 retail outlets on film publicity, so he has found many intermediaries to lobby, including Norm Mar-shallAssociates, a famous entertainment marketing company in the US. When many middlemen familiar with HASBRO recommended the Chinese company, they began to waver.

When Transformers 2 was released in 2009, Metersbonwe was granted a portrait license and received an instant ad placement with paramount company. Although licensing fees are quite expensive, Metersbonwe said MT easily sold about 1000000 items, with an input-output ratio of 1:2.

Since 2010, the United States has focused its efforts on the authorization of animated films. The authorization granted by Smith Barney includes the animation characters in Shrek, Madagascar and Kung Fu Panda. The cooperation with DreamWorks has risen to a strategic cooperation of 3 years.

Animation opportunities continue. Generally speaking, a T-shirt should undergo certain concepts, seek cooperation, design marketing and ordering, and produce shelves. The concept and cooperation will take the most time. For example, in 2012, T began to seek cooperation in the beginning of this year. In 2011, when Transformers 3 was released in summer, Metersbonwe began lobbiing paramount in 2010. Metersbonwe tried to give more than they wanted: Paramount had to design two samples, and the United States offered 20 samples; tens of thousands of samples that were not satisfied with paramount were destroyed in batches.

Zhou Long said that these efforts were rewarded. Paramount finally picked up a Metersbonwe's most satisfactory "Nine Palace" pattern to wear the hero on the body, and the original 45 seconds implantation time was extended to 5 minutes.

In 2011, the T-shirts licensed by animation accounted for more than half of the total T-shirts. DreamWorks, three Hello (Kitty) and Transformers are the main authorized providers of MTee. The Shanghai art studio also joined its animation licensing source this year. The price is equivalent to the authorized fee abroad.

Sometimes, the United States may not be able to judge exactly which cartoon image will be hot. For example, in 2011, Bokai found Metersbonwe, which is a game developer of plants vs zombies.

There are not many ways to regenerate the product with limited output.

The first financial weekly learned from the flagship store in Xidan, USA, that plants and zombies are the best sellers in this store with a turnover of up to 1 million yuan. Other MT have been involved in the "20 percent off, two, 30 percent off" activities. Only the price of all T shirts in the Zombies area remains unchanged.

At least in the past few years, one can still eat all over the world.

The price of the ordinary T-shirt is similar to that of Metersbonwe, which also has H&M, which is mostly in the range of 49 to 109 yuan. However, H&M has a preference for European and American styles in its design style. Its design is simple, and it focuses on young people who focus on popularity and individuality, especially women.

The basic T-shirt can adopt the ultra low price penetration pricing strategy, but why UNIQLO's pricing is about 79 yuan, or even higher in recent years? The main reason is that UNIQLO has a higher positioning for its consumers. It wants to attract not only the general public, but some consumers who have certain spending power, hope to pursue quality, and also yearn for simplicity and return to the "true" state. Looking at the location of UNIQLO stores, it can be found that almost all of them appear near the trend or cultural landmarks in big cities, so even if it is basic, there is no need to use ultra low pricing. In addition, UNIQLO often gives large discounts and discounts after being sold for a while, which can be regarded as "skimming pricing", that is to say, in the initial stage of product life cycle, the price of products is set higher to get greater profits. Because UNIQLO already has a large number of followers in the market, this pricing strategy can also bring profit margins to its basic level.

In the war, the price is relatively high end is Zara, from the overall brand average price, ZARA is 50 yuan to 100 yuan more than H&M, so is the T-shirt. ZARA's T-shirts are often priced at around 199 yuan or even higher, but the selling point of ZARA is that it has been following the trend of international big brands. For example, it has nearly 400 designers, and has been in fashion conferences all over the world. When some top brands just put the latest design on the counter, ZARA can finish the whole process of similar products from design to rack within 12 days. For those young white-collar workers who have a certain consumption ability and quality, it is very economical to spend 200 yuan on the costume of star temperament.

From 29 yuan to 199 yuan, even if the price difference is only 10 yuan, it is a competition of business strategy. We should make good use of marketing, design and pricing strategies in our key markets so as to lay a foundation for winning T-shirt wars.

Social network selling t-shirts

Threadless, an online T-shirt sales website from Chicago, is well versed in the true meaning of social networking. Relying on social networking, it runs a large and loyal fan base. These fans, that is, users, are the source of their product design. It regularly organizes the T-shirt design competition, with about 300 design proposals submitted every day. Its huge fans choose their favorite T-shirts, and the company put them into production.

No advertising, no professional designer, no sales team. Threadless is like a community center, where people publish blogs, exchange ideas with people of similar interests, and buy a lot of T-shirts with 15 dollars each. Each T-shirt is sold well, with a profit margin of more than 30%, and the company's annual revenue growth is more than 100%.

The founders Jake Nickell and Jacob DeHart are themselves community maniac. Before 2000, Jake spent most of his time in a designer forum called Dreamless. He worked with all kinds of designers to participate in the design competition and won the championship. He was very happy to win the championship. He convened a design competition in this forum in November 2000. The prize is T-shirt, the picture is the champion's work, and the T-shirt won by the voting system was sold out at the price of 12 US dollars.

Next he and Jacob used an automatic scoring system to score the design of T-shirts from 1 to 5. Everyone is taking part in one after another competition, because for the civilian designer, T-shirt is a display of the export. One of the winners, Glenn Jones, says that it doesn't matter to money. The whole thing is cool. Your work is printed on a T-shirt and put on someone else's body.

By 2002, they had saved 10 thousand users and created 100 thousand dollars in T-shirts sales. Slowly, cash rewards were awarded to people who won the design competition. The bonus rose from $100 to $2500 (300 people a year).

The reason for its profit is that it only produces T-shirts that users will like. The reason for this is that it has a sticky social networking fan base.

Cam Blazer, vice president of marketing, said that in the Threadless forum, loyal customers submitting ideas, voting and buying our products are not random users. They are very loyal. Our consumers have voted for 150 thousand designs.

The community helped the 50 person company get $30 million in revenue in 2009. Threadless has 1 million 500 thousand fans on Twitter, and there are 100 thousand fans on Facebook. It is very good at using social networking to promote its design and designers. {page_break}

Most Threadless employees are less than 25 years old, and the largest employee is 33 years old. 75% of the employees were Threadless activists before they were hired. Many of them were designers and designers, and of course they also acted as models for the website T-shirts.

Threadless helps designers to promote their own T-shirts, link them to their blogs and Myspace homepage, and then forward these links to their friends, inviting them to choose their T-shirts on their own design page. Tom Bruns of Tennessee found Threadless in a design forum. He said Threadless was popular through the strong word of mouth effect. He designed a communist themed T-shirt to become the annual t-shirt design and sales champion.

Threadless also regularly exchanges new t-shirts and design messages with users via e-mail.

Threadless appears on other social networks as if it were a human being. For example, in Facebook, they upload videos of their employees and discuss their favorite brands. If there are good music or interesting people in the company, they will communicate with users in real time.

Threadless will continue to provide design challenges to stimulate community creativity. Threadless has held a design competition on CES to find topics that users will love about technology and Internet. Another example is the convening of the concept design competition for zombies and monsters, because Threadless has noticed from the forum that users' discussions on monsters theme at a certain time have increased significantly.

Threadless also tried the same way to hold the iPhone leather design competition and Dell notebook design competition, and the votes were chosen for the most popular design reproduction. These methods were successful without exception.

But it only tries to line business selectively unless it is conducive to enhancing its offline interaction. Some retailers wanted to buy Threadless products and hang their T-shirts in their own stores. Threadless refused. The reason is that if Threadless T-shirt is hung on the cold wall, without interaction, consumers will not know where the designs come from, nor can they grasp the preferences of their consumers, lose their interaction, and its design will inevitably lose the magic of sales.

It is not a rejection of physical stores. It started its own stores in 2007 to increase its offline communication. Threadless opened two storey stores in Chicago, the upper is the Art District, concerts and art exhibitions, the next floor only sells 20 pieces of design T-shirts, obviously it is only ready for marketing purposes. But 6 months later, the shop that had originally expected to lose money actually made profits through its activities.

Karim Lakhani, Harvard Business School professor, said Threadless has proved that innovation can come from users. Its success lies in rethinking the relationship between you and users, redefining manufacturers and consumers. Von Hippel, author of "democratic innovation", said that this is a new wave, which shows that companies can set aside Market Research to formulate market strategies. These simple words are replaced by a simple saying that the whole secret of the sale of Threadless T-shirts lies in a continuous active social network.