St. Flag Road Fashion Hard Training Brand Internal Strength From OEM To Independent Brand

< p > when many companies are involved in the electricity supplier, Dongguan Sheng Qi Road Fashion Co., Ltd. (hereinafter referred to as Saint flag Road) has not followed suit, but first practices the "brand" internal strength, and then gradually promotes the operation of the electricity supplier, because the company thinks "the channel is serves for the brand".

A year after "trusteeship", Sheng Qi road set up a special electricity supplier department, and began to operate the electricity supplier autonomously.

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< p > < strong > from OEM to independent brand < /strong > < /p >

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Like many manufacturing enterprises in Dongguan, Sheng Qi road is also developed on the basis of OEM production.

However, Sheng Qi road has decided to take the road of its own brand very early.

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< p > as early as 1996, Sheng Qi road registered the "San Qi" brand.

Two years later, the first direct store of its high-end brand "silk Buddha card" opened in Guangzhou.

At present, Sheng Qi road has opened more than 100 direct outlets in many cities such as Beijing, Shanghai and Guangzhou.

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"P > more than 10 years of brand cultivation, Sheng Qi road has already tasted sweetness.

In 2006 and 2007, the two brands of "Sheng Qi" and "silvan" were respectively honored as famous trademarks in Guangdong.

Relying on brand value, Sheng Qi road gets rid of the profit mode that relies on earning processing fees.

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< p > in the 2008 financial turmoil, the company's brand was recognized by overseas customers, and export orders grew against the trend.

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< p > < strong > step by step into the electricity supplier < /strong > < /p >

< p > Sheng Qi road has been practicing "brand" internal strength, involvement in the electricity supplier late, until last year in Tmall mall opened flagship store.

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< p > the brand director of the company, acting on behalf of Jinping, said that the electricity strategy of Sheng Qi Lu is very clear, that is, to drive the electricity supplier with the brand.

"Now that the electricity providers do well, the price advantage of most commodities is obvious, relying on this support operation and making profits.

But for Sheng Qi Road, if the price is too low, there will be an impact on the stores under the line.

If you do business too early, simply copy the price below the line, then the advantage of Sheng Qi road will not be visible.

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< p > at the beginning, Sheng Qi Road chose outsourcing service providers to operate the electricity supplier.

Dai Jin Ping said that the lack of experience and talent is the main reason for "rashly independent operation of the electricity supplier."

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"P" > "trusteeship" for more than a year. At the beginning of this year, Sheng Qi road set up its own electricity supplier team and began to operate the electricity supplier autonomously.

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< p > the generation of brocade Ping said that the sales volume of the electricity supplier of Sheng Qi Lu "Si Fu card" is considerable. "The target of volume has reached, but the online sale which is not controlled by itself is in conflict with the price. The company strategy is driven by the brand, but the service provider considers the profit of the net shop more, and the contradiction is difficult to reconcile, so the independent operation is imperative.

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< p > < strong > predicts that the share of online store sales is 30% < /strong > /p >

< p > in April of this year, Liang Haisheng, who has rich experience in electricity supplier operation, served as director of the electricity Department of Saint flag road.

Liang Haisheng said that the most critical part of the operation of the electricity supplier is to create a contingent of talents. This is also the priority work this year.

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< p > at present, the electricity supplier Department has taken over the operation of Tmall flagship store.

About the electricity supplier operation, Sheng Qi road has a clear train of thought.

"As the company emphasizes, channels serve the brand."

Dai Jin Ping said that in order to avoid conflicts between prices on line and line, the prices of products in online stores will basically remain the same as those in physical stores, and B2C shops will be operated independently in the short term, and special products will be designed for online shops.

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< p > "if you want to be a strong brand, you must make an electronic business."

Dai Jinping predicts that the sales volume of the future flag line will reach 37.

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< p > < strong > expert comment < /strong > < /p >

< p > the chairman of Dongguan Electronic Commerce Association, Xiu Yi Yi: < /p >

< p > "trader" business enterprise manufacturing enterprises need to go step by step. < /p >

< p > processing trade enterprises have a systematic plan in terms of team building and brand positioning.

It is worthwhile to draw lessons from the gradual and gradual progress of Sheng Qi road.

The electricity supplier serves the brand, which requires the clothing enterprise to have the strong brand design ability, and can accurately grasp the target consumer group.

The manufacturing enterprises that operate independently will preferably cooperate with the third party partners such as Taobao's "Amoy partners" at the early stage, while doing a good job in the operation process.

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