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Li Junhui From Acting OEM To Online Brand

2013/5/17 21:23:00 24

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Li Junhui is a native of Cangnan, Wenzhou. There is a clothing processing factory in the family, which mainly produces men's suits. It belongs to the typical Wenzhou local family workshop type enterprise, and has been doing the clothing OEM business for more than 20 years.

"Because I was so sensitive when I was young, I was so sensitive to clothing that later business was closely related to clothing."

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from offline brand agent to online trial water

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When p came out of school, Li Junhui was admitted to the civil service in Fujian, but soon went to Guangzhou.

He has no regrets about this experience, which is more or less related to the desire of Wenzhou people in his blood.

When he first arrived in Guangzhou, Li Junhui was making clothes for T-shirts and other clothes, mainly Acting on others' brands or selling goods from small factories in Wenzhou's hometown.

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"at that time, the factory at home was closed, and the family went to Guangzhou to do business together."

Li Junhui said, "the competition under the line is fierce, especially in Guangzhou, where there are many sources of goods, but there are more."

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2005, he began to try to sell clothes on the Internet and pform to electric business.

"At that time, there were not many people doing business online, because consumers only regarded online shopping as a fashion rather than a habit of life."

Fewer businesses, less competition, as long as we find a good source of goods, you can shop online, coupled with low cost pressure, busy only when the general mobilization of the family.

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Li Junhui has developed rapidly on the Internet with his very small cost of capital and his experience in the clothing industry. He has been able to get help from the single go to the family and then to the company.

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from proxy OEM to self created online brand

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2008, Li Junhui moved to Hangzhou and began to run his own e-commerce brand Deeremarchi (Deal Madge).

Two years later, "diermqi" became a dark horse in the field of men's clothing, and entered the top ten of Tmall men's clothing sales.

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"I am rooted in Hangzhou, which is the logistics cost of the Yangtze River Delta.

The delivery cost is very high no matter where we deliver from Guangzhou, and Hangzhou is the capital of e-commerce. It has the soil and atmosphere for the survival of the electricity supplier.

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Prior to "P", Li Junhui has been selling other people's brands and occasionally doing some OEM clothing business.

He said that other people's brands are not big enough to invest in others' brands, and eventually they should make their own brands.

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but creating a brand is not an easy task. Dress style, team building and business philosophy are something that a brand must experience and be clear about.

"I spent thousands of dollars on the clothing circle, and I know the market very well, so I understand what I really want to do and how the enterprise should go."

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"demarch" is an exploration he made on Tmall. From the perspective of brand operation, it is still a typical example of success.

Li Junhui told reporters that although the women's clothing market is bigger, the competition is too intense, and men's clothing is relatively simple, and there is still room to break through.

"If you look at men's clothing in the market, there is a problem, that is, stereotyped, homogenization is very serious, which is also a headache for us to manage men's clothing."

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offline brand collective Internet, impact on network brand > /p >

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because of grass roots, Li Junhui's reflection on current business is more profound than that of other peers.

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"electric business is only a channel. He has no essential difference from other channels of traditional brands. They need to be steady and steady.

He said this, a deeper meaning is that the electricity supplier's mode has become more and more normal.

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some people say that there are tens of thousands of new sellers who enter the electricity supplier every day, and the number of businesses closing down every day is more or less due to the fact that there is no cost, enough grass-roots, and more cruel competition.

"We can see that online sales are increasing in geometry, but the number of traders who enter is the geometric number of geometric figures."

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as a grass root network brand, the crueler is the massive online access of famous brands under the line.

"Many opponents, great strength."

Li Junhui summed up these two words briefly.

"Before 2012, offline brands went online to solve the problem of pressing goods. The goods they sold were cheaper, but the styles were not too new.

Since 2012, more and more offline brands have designed and produced various products for the online crowd. This is the biggest impact on us.

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take a well-known bag brand as an example. The price of the counters in the mall is at least 1000 yuan, and the discount is usually very small.

In the past, most of the products sold on the Internet were stored in the warehouse for many years, so the price could be as low as four hundred or five hundred yuan.

But now it is different. The brand specializes in the production of network funds. It can also reduce the cost by replacing raw materials and other ways. It can also sell four hundred or five hundred yuan, and these online funds are not sold under the online counters, which will form a dislocation operation to grab the busy market.

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Li Junhui feels that this new mode is too big for the original electricity supplier, and they lose the price advantage.

"The other party is very wealthy, so long as we have a casual promotion, a brand like us will lose money immediately."

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despite the grass roots, it has begun to reflect and explore .

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the "double eleven" every year is the time for "Dier March".

In 2011, sales on that day were 20 million yuan; in 2012, it was 80 million yuan.

For this figure, Li Junhui is still not satisfied, although the growth rate is not small, but still lower than expected, because the brand business is too much, the traffic is dispersed, so that some businesses sell explosion, more businesses instead of too much embarrassment.

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Li Junhui has also thought about this situation.

"I think there are two kinds of clothing and market, one is popular products, low prices, styles, every seller has to see who can run up the volume, and another is a brand strong product, from design, style, quality, service and other aspects of the brand sense, so that we can win loyal customers."

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"it is easy to cultivate loyal customers, but it is very difficult for an enterprise to earn money quickly. For example, the consumption level of each student's clothing is between 50 yuan and 200 yuan, for example, but for them to spend more than 200 yuan, it will take at least three or four years for them to graduate."

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on the positioning of the market, Li Junhui said that he was still thinking.

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he revealed that when brands are influential, they will also consider doing physical stores.

"Although I am a grassroots entrepreneur, the electricity supplier has already gone through the era of" grass roots ". The road of the electricity supplier can not continue to copy, but also needs new exploration.