The New Brand Of Jinjiang Electricity Supplier Is Forced To Come Out.

In the Tmall new style autumn and winter new product launch activities, Jinjiang's e-commerce brand PINLI ranked first in the "men's clothing". For a new brand of e-commerce, this is a great encouragement. Since the beginning of this year, as the founder of PINLI brand, the company has started transformation and upgrading, and the focus of its operation has shifted from "standing dance products" to a more high-end "PINLI" brand.

In fact, from Taobao's "traffic dividend" in the past, the situation of Jinjiang's e-commerce brand is somewhat awkward: as more brands are deeply involved in the Internet, E-commerce brand Obviously, we feel the pressure, and the homogenization and homogeneity of products become the bottleneck of brand development. Positioning and the brand trend of products become more high-end, and become their breakout path.

　　 End of "traffic dividend" era

Before 2012, the e-commerce brand experienced a good time of rapid expansion. In 2011, the independent brand of pin Shuo trading company was formally launched. After the brand was launched, it steadily occupied Taobao in a few months. Men's wear The top 50. By 2012, the sales volume of Tmall was up to tens of millions of yuan. Although the category and style are not outstanding, but the lower price and the dividend of Tmall traffic help to boost the quality of Jinjiang dance brand.

Like all the newly established e-commerce brands, there are few sales lines on the line. Even if each product only produces one hundred or two hundred pieces, Deng Youjun, general manager of pin Shuo trading company, is still worried about sales. In desperation, he decided to open up the market through Juhuasuan.

With the promotion of group buying activities, standing dance products have been developing at an alarming speed in the field of electronic commerce. At the same time, a number of online brands like dance products still try to follow. Seven wolves Nine brands, such as GXG, Mark Ed Faye, and other offline brands have been testing the water e-business. By the second half of 2012, Deng Youjun felt the wind of the market began to change.

"The traditional offline brand takes up a lot of resources on the line, coupled with the overall macro-economic downturn. From the second half of last year, we find that the situation is wrong and has begun to adjust." Deng Youjun said, "we do not have too much inventory for the brand of dance, hoping to adapt to the market by shrinking the scale".

The same is also happening in the Xiamen's "the" "great". The company achieved sales of around 200 million yuan in 2012, but in the past two years, with the rising cost of labor and materials, its low price strategy has been unable to maintain the brand's continuing operation.

Before making an electric business brand, Wu Shihui CEO, a foreign trade factory, once worked as a luxury brand agent before the financial crisis, and then entered Taobao as its own brand. It is known as the "BMW" quality shirt, the difference of competition is also low price, but the fabric and quality of products are excellent.

In order to adapt to the bidding rules of the Internet, Wu Shihui had to keep the price of the product for a relatively low level for a long time, but at the same time the cost is rising, it can only maintain the relative gross profit margin by reducing the fabric quality of the product.

But by 2012, with more traditional brands entering Taobao, the sale of the market has been more impacted. Wu Shihui realized that the lack of bargaining power caused by the lack of brand accumulation is the bruise of the company. It is necessary for the company to adjust its strategy, such as raising the unit price, such as developing more new products to create its own brand, rather than plunge into the endless cycle of low price competition.

In this regard, Taobao's platform is also changing, guiding sellers to develop new products, create the direction of brand connotation, and adjust their strategies. Wu Zhichao CEO, for example, used Taobao's "popularity + sales" rights to sort it, which led many brands to create "exploding money", usually selling a good clothes. All the resources of the enterprise were tilted towards that garment and did not make great efforts to develop new products.

At present, Taobao's ranking rules are changing, and the weight of new products will be increased. This encourages enterprises to innovate, but also means that the era of "traffic dividends" has ended in the past.

　　 Quick trial and error "pre-sale"

In fact, with the expansion of traditional brands to the Internet, consumers' choices are becoming wider and wider. Not only is it still a product of dancing but also a large number of Jinjiang's e-commerce brands feel the "double attack" from both traditional and online brands.

"Precise positioning is very important." Deng Youjun believes that nowadays, the "homogenization" of the e-commerce brand is serious, and a large part of it has even been "identical". If we want to break through in the fierce competition, we must identify the target consumers. This year, pin Shuo trade will focus on the strategy of building high-end brand PINLI. At present, the company's PINLI brand is Deng Youjun's own trader.

For the new brand "PINLI", Deng Youjun hopes to enhance the core competitiveness of the brand by upgrading the product style and making the product style rapidly refurbished. "We need to set the alarm clock for our customers and tell him that every time there will be a new product line." Deng Youjun said, slowly, customers will form regular habit of browsing new products. Because of this, the new frequency of PINLI new products will be even higher than that of standing dance products.

Deng Youjun said frankly, "new products at high frequencies" is indeed a challenge for PINLI. "Imagine that the high frequency of new supply means that the supply chain needs rapid trial and error, but at the moment, traditional garment factories are more difficult to meet the needs of online rapid response."

In the traditional manufacturing industry, the brand holds two to four orders per year, and the factory only needs to deliver the goods before the new season. But when it comes to the Internet, factories are often required to produce 5 products on a temporary basis, each with one hundred or two hundred pieces.

How to get the factory to jump out of the traditional supply chain mode and create a new fast supply chain is a common perplexity faced by Jinjiang's e-commerce brand.

In continuous running in, Deng Youjun gradually groped out some rules: "the factory makes a batch of products very short time, often can be done in a week, the key is the early research and development rhythm and production scheduling is reasonable." Deng Youjun said, "the factory's production plan is scheduled once a month. We only need to supply the factory one month ahead of schedule." Ideally, the cycle of PINLI from the next production order to the on-line sales can be controlled within one month, which excludes the time of fabric reserves.

Just because traditional factories are accustomed to regular processes, they are hard to fully adapt to the rhythm of online sales. Under such circumstances, Deng Youjun hopes to cushion the uncertainty of the delivery period through the "pre-sale" mode.

Before the product is put into operation, PINLI will put some pictures on the Internet, vote by customers, and sell them at a discount. For those with high popularity, PINLI will make the arrangement of order and order in advance after forecast.

Although the scale of production is not large, Deng Youjun found the good news is that many factories are looking for brand names for cooperation. "At present, the order of traditional brands is difficult to connect, and the growth of electricity providers is faster. Factories also want to find long-term partners." Deng Youjun told reporters.

Corresponding to the supply chain improvement is the adjustment of the brand price of the electricity supplier. Price war is an embarrassment that many e-commerce brands can never avoid. In this regard, the company began to adjust in 2012. Wu Shihui said, "now in the autumn and winter, the price of our customers has doubled over the same period last year, and the company has entered a stage focusing on internal governance and improving operational efficiency".

PINLI has adopted a similar strategy. Deng Youjun said that under the squeeze of more and more competitors, his company is stepping up the competition threshold through many links such as design, fabric, workmanship, service and so on. "Other e-commerce brands may not dare to raise prices, but we dare to compete in price increases. Compared with our brand, we will increase the price by more than one fold. Deng Youjun said.