AG Fashion Women's Brand Transformation Rate Is King.

Since the website was launched in September 28th, AG women's wear The mall has been going on for almost a month. For e-commerce enterprises, a month can be done a lot of summing up. How does AG progress and what ideas do you have in marketing? Recently, a reporter communicated with Mr. AG, founder Mao, from this telephone.

Speaking of sales for nearly a month, Mao from Ren Frankly, "B2C alone, especially at the beginning of its own brand, must be very difficult". "The current sales data are not comparable to the women's crown shop in Taobao market." However, Mao also mentioned that the situation of AG in the past month has exceeded expectations. In particular, it coincides with the original idea. From the beginning, AG wanted to take a train of thought which is different from most pure e-commerce companies. He thinks, at present, some ambitious business enterprises in China mostly take the road of emphasizing propaganda and light brand. Usually, a lot of advertisements are put in to bring a lot of traffic, and at the same time, they try to reduce the cost of products, so that they can get some considerable sales flow. Meanwhile, they try their best to exchange venture capital, and then buy more traffic. In this way, it is difficult to make profits. Its goal is only in the capital market.

AG is more interested in making a real brand. "Although the consumer group may not be particularly popular, there must be a loyal user group who is familiar with ordinary consumers and consumed by specific consumers".

AG at the very beginning Marketing thinking It is to build precise crowd marketing and word-of-mouth molding. So in Mao's view, AG's first month's traffic volume is generally expected, but a very important index in the electricity supplier, "conversion rate" is higher than expected, which is especially pleasant for him. In general, the conversion rate of domestic e-commerce is between 1-3%, and the conversion rate of AG is sometimes more than 10%. Of course, Mao also pointed out that "the first month is only a short time. There are also many customers who have been introduced by the acquaintances. The figures can not explain the real situation, and need to be further observed later."

Mao gave reporters a special introduction to AG's use of coupons. In his view, AG will never fight at the price. However, based on the current situation of online shopping groups in China, AG has introduced some coupons. "There will be no discount on the website itself. Many websites now go into the discount area, especially in the special area, or even 50 percent off. We can't afford it, the cost is not there, and it's not suitable for our AG positioning. But consumers still want to make profits. We send out some coupons, some are vouchers, some are coupons, and the amount they can use is directly proportional to the amount of products purchased, and it can be accumulated.

"There is a special discount code for only a few products, and the discount will be a little bigger. But each is limited to a fixed number range, so that even if it is spread out, it will not get out of control. Special products will be adjusted periodically according to our actual situation. AG has a much higher conversion rate than the average conversion rate, but Mao Congren thinks that discount and price cuts are just like drinking poison to quench thirst. "Consumers are so spoiled." "You bought a dress today for 300, and tomorrow 250, what do you think of the people you bought before?" "buy products that you want to buy, so long as you can really please the consumers, the conversion rate will naturally be high." It's not just because the price is too cheap that people can barely accept it, so the number of customers is less. " He disclosed that in the next few years, with the further enrichment and enhancement of products and the accumulation of brand awareness, AG is likely to continue to enhance the brand level. "It depends on the circumstances."

In the face of this, Mao had a sigh of regret: "our products are more expensive to some people. In fact, they are really expensive compared with the famous or unknown brands in the shopping mall. I have to admit that the first factor in the mainstream stage of online shopping group is the price. But this trend is bound to change in the future. There will surely be a lot of brands that are not cheap but also of high quality. AG is to go high quality, hope that the vast majority of e-commerce practitioners work together, so that online and offline brand grades are no longer so clear.

For emerging brands, the branding way of AG may not be anyone who can follow suit, but it is wise to emphasize user accuracy and improve conversion rate. In particular, the practice of sending coupons to profits is worth learning.