Pu Yang Sweater Tradition Enters The New Development Mode Of Electric Business

At present, there are more than 100 e-commerce enterprises in Pu Yuan. Although these 100 companies appear to be "small and powerful" compared with the large number of sweater manufacturers, the performance of some electric business enterprises with annual sales of tens of millions of yuan and the turnover of sales in the quarter also make traditional production enterprises dare not underestimate.

Of course, there are many challenges to be faced by Pu's electric business enterprise: Internet users prefer young people, how to develop the online market for middle-aged and old sweaters?

Marketing channels change from traditional wholesale and agency to online virtual channel operation. How to promote products in micro-blog, forum and other major media?

The lack of master in electric business enterprises is at the stage of crossing the river by feeling the stones. How to establish a reasonable internal management structure and how to cultivate talents is a problem.

Although it is difficult to cultivate itself, it may create miracles. Fu Yihe Qian Sasa two sweater business enterprises are standing out in the grope.

From the R & D design company to the electric business enterprise, Fu Yi founded the D2C mode in Pu Yuan, that is, DesignertoCustomer (designer to customer), and brought the inspiration for the development of the electricity supplier to the sweater manufacturer with the advantage of research and development. Qian Sasa opened 3 months sales to break through 5 million yuan, and the "captive" distribution that he pioneered became the highlight of the enterprise.

Sweater design company

Create D2C mode

"Making the first brand of D2C for middle-aged and old sweaters" is the slogan of Fu Yi.

What is D2C?

Xu Jianxing, chief executive of Fu Yi, explains that a designer sells directly to the customers. A sweater sold by the shop is the original designer of Fu Yi, and is committed to creating and delivering a sweater brand with "filial piety" cultural connotations.

Fu Yi was a sweater design company. The design company usually made clothes for others and earned small heads.

Xu Jianxing thought that since he had the advantage of research and development, why not make the biggest sales of profit?

In 2010, Fu Yi tested e-commerce in water, opened C shop in Taobao, and launched the designer brand "rabbit" in 2011 and incorporated into Tmall mall.

Last year, Fu Yi's online sales amounted to several hundred thousand yuan, but sales in the first half of this year amounted to 1 million 500 thousand yuan.

"Online store sales are doubling growth. This is a good sign. In the field of e-commerce, we have been fighting for more than a year, and there are some experiences and lessons. I believe that the next development will become better and better."

Xu Jianxing said, "the advantage of D2C lies in the participation of designers in sales. It can directly understand the feedback of customers, facilitate the cultivation and growth of designers, and also can continue the brand culture of enterprises, so as to cultivate a group of long-term loyal customers."

At present, their VIP customers reach 50 thousand people, 50 thousand of whom are purchased over two times, or customers who purchase more than seven hundred yuan.

"Selling clothes on the Internet is difficult for older people, because the main force of online shopping is young people. Therefore, we put" filial piety "culture into the brand, and children buy sweaters for their parents, so they are filial piety.

Xu Jianxing said that Fu Yi did not sell products in a cold way, but passed a warm filial culture through selling products.

They sent cards to their customers on Mother's day. There were warm words of gratitude for mothers. Children could send them to their mothers by signing their names, which made many customers moved. One of the customers said, "I never thought of writing these things for my mother-in-law. My mother-in-law was very excited to receive the card. Thank you."

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In the first half of this year, compared with the same period last year, Fu Yi's number of customers increased by 4 times.

Seeing the trend of continuous improvement of the online market, Xu Jianxing ended the sales department which has been operating for 3 years in the second half of this year.

Because he found that the stability of the shop is strong, and there is a risk of arrears on line sales.

"Shop is seven days without reason to return, the company can make a reasonable production plan.

And many of the operations of the retail sector will not be centralized until the end of the year, which will make the company do not control the production, and the capital recovery is also very slow, which is a risk to enterprises. "

Captive type

Innovative network distribution mode

Last year, 7 young people came to the capital court for gold rush. They found it difficult to find a breakthrough in the traditional market, so they fought for e-commerce.

Last November, they registered and set up shop on Tmall, named Josasa.

In the same month, sales of online stores reached 2 million yuan, and three months before the Spring Festival this year, sales exceeded 5 million yuan.

Jiang Xiaotian, the head of the company, recalled that at that time, the business was so good that even the delivery was too late to store the goods.

How did this explosive growth come about?

According to Jiang Xiaotian analysis, attention is paid to details and the development of network marketing channels.

From the consumer psychology of customers, Josasa made every day the new model, and they had their own visual packaging team, trying to make the webpage's vision perfect.

They also focus on customer experience, pay attention to after-sales service, and use the fastest express company to win customers in the shortest possible time to receive goods.

Their first sale broke out in the activity of "4 days without reason for free return."

In general, online refund and replacement require buyer to pay postage. In order to open up territory, Sasa has made no cost promotion in this marketing activity, so long as customers feel they don't like it, they can return it free of charge.

After this event, Sasa's fans gained a breakthrough growth.

Last year, Sasa ranked first in Tmall's list of soaring brands.

In marketing and promotion, besides micro-blog, forum, beauty and other carriers, Sasa also innovated the mode of network distribution.

In Pu Yuan, a lot of sweater enterprises are running the network distribution. The main mode is that A shop operators copy the pictures and information of interested B shops to A stores, customers see the product from the A store and place the order, but the actual delivery is responsible for the B store.

B shop operators charge agency fees and cost price, while A store operators earn profit margins.

A shop operator belongs to third party customer service, B shop is equivalent to the manufacturer with strength of production, B shop has released a new model, many shops all over the country have begun to sell products for B shop. In this way, the B store has saved the publicity and promotion fee but has many sales channels, and the third party customer service also "borrow chicken to lay eggs", making money at zero cost.

This model has both advantages and disadvantages, not for every enterprise.

"A product appears everywhere like a stall, it will make customers feel cheap, and the selling price of products is decided by third parties, but the price of the same product is different, which is not conducive to brand building."

Jiang Xiaotian then innovates the mode of network distribution and creates a "captive" distribution.

"All distributors have to work in our company. Distributors are only responsible for sales. The company has wrapped up other items such as delivery and after sale services, and the products sold by distributors are priced uniformly by the company.

{page_break} but distributors are independent of our company and take a big part in the distribution of profits.

Jiang Xiaotian said that this mode is conducive to the sustainable development of the brand.

The development mode of electric business created by Fu Yihe Qian Sasa has explored a new path for the development of the electric business of Pu's sweater industry, and the leader of Pu Yuan town also hopes to pform the upgrading of the future sweater industry to e-commerce.

"We hope that through 5 years, we can train about 200 e-commerce companies to achieve 2 billion yuan in online sales and 100 million yuan in tax revenue."

Bu Zhanghao, deputy director of Pu Yuan woolen sweater Market Management Committee, said that the tax revenue of 100 million yuan is equivalent to the tax contribution of the entity sweater market, which means that under the condition of no increase in land consumption and no electricity consumption, through the development of e-commerce, the doublin market of the PU Yuan sweater market has been realized.