GXG Li Shujun Talked About Full Channel Marketing Of The Whole Network

Double eleven this year. GXG What new tricks will be played? Can mobile terminals become a new driving force for growth? How should we make the strategy after the big promotion? Last week, we asked Li Shujun questions from the joint micro friends.

　　 Wireless terminal performance accounted for nearly 20%

Reporter: last year, double eleven, GXG sold second in men's clothing category, and the results were impressive. So what is the goal of GXG's double eleven this year? What preparations have been made for this purpose?

Li Shujun: our goal of double eleven this year is: 1, continue to consolidate the status of TOP; 2, do a good job in team structure; 3, build new business communication channels.

Specifically, GXG responds to Tmall's double eleven plan and strategy put forward by Tmall, including "good goods, fun, good stories" and "hundreds of millions of acclaimed". At the same time, it will try and get through the O2O, wireless terminals, micro scouring, and meticulously prepared beautiful gifts and products for all consumers.

At present, GXG has 130 thousand of its fans and 100 thousand of its single day increments. The total performance of Taobao mobile terminals and Tmall mobile terminals has reached 18-19%, which is 8 points higher than that of the industry. Tmall O2O, combined with GXG58 shop, carries out poster display, micro-blog interaction, display of goods and eleven double coupons.

On the basis of meticulous preparations for goods, operations, personnel and services in the past few years, double eleven has joined many new attempts to interact with consumers this year: 1, the joint fashion bazaar has launched a charity activity for Star Charity Night. The products donated by GXG are donated to the public welfare activities after the customers purchase. 2, sponsoring Richie Ren and May star concert to provide our young customers with the opportunity to visit the scene. 3, inspired by the case of last year's clients seeking help from GXG for the final successful offer of a suit, this year's "111 courtship" campaign encouraged customers to bravely express their love in double eleven.

Reporter: what do you think of the big promotion like double eleven?

Li Shujun: past double eleven mainly influence, sell and team training, and this year can do a large-scale interaction with consumers, not only to enhance the consumer experience, to brand cultural image into the hearts of consumers, but also to precipitate the brand; on the other hand, in the past 10 to 10 years, because of the huge volume, resulting in poor service and the loss of a large number of old customers, this year will maintain the maintenance of old customers as the core of the core work.

This year's double eleven, I recommend to small brands is healthy operation, big brands have goods, some people have money, also need healthy operation, no matter big or beautiful or small and beautiful, double eleven biggest keyword is "healthy operation".

　　 Four big profit models

Reporter: what are the priorities of your work this year? How did you assess the KPI of the team?

Li Shujun: I focus on this year's work: 1. Train the director and director of operation of the electricity supplier company; 2, complete the layout of the strategic layout of the electricity supplier market, such as wireless terminal, O2O, micro scouring new business and so on; 3, at the same time, build the HR, administration, warehousing, logistics and information technology of the clothing company as a whole, and focus on building warehousing logistics and information technology modules that invest huge amounts of money.

About KPI, on the one hand, the HR project I launched at the beginning of this year carried out a very detailed combing of all the HR process standards and assessment. Every department, including the electricity supplier, has training, management, KPI, assessment, promotion and salary systems at every level of each post.

On the other hand, our team has been fortunate enough to get paid in the past years, and the industry is sure to agree with the boss. Therefore, the team has formed strong cohesion and self-confidence, both with petty bourgeois life complex and grassroots struggle spirit, and has the entrepreneurial ability of entrepreneurs. These gains are not only obtained through KPI examination.

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Personally, I do not like to use KPI to assess the management team, but the team with more than 200 employees needs to establish a basic KPI, and it is not the only way to define team management KPI.

Reporter: what is the future short term and long term planning of GXG business?

Li Shujun: from the strategic planning level, GXG electricity supplier has four major profit models:

1, self operated brands, including the existing online operation of GXG and gxg1978 two brands, continue to maintain a strong brand position in e-commerce brands.

2, self created brand, children's clothing GXG kids has officially opened shop in August 2012, and synchronously set up shop in Ningbo, Wenzhou, Suzhou, Anhui and other places to explore the road of O2O;

3, self built B2C official website and APP STORE have been completed in 2012, and the business of micro channel and wireless terminal also set up new channel department in 2013 to seize the future channel of e-commerce.

4, the introduction of agent brand has become a first-class e-commerce company specializing in international brands and high-end brands in China.

The strategic path of GXG e-commerce is to take the competition of the whole network as the strategic point, starting from the Tmall mall, and steadily improving the performance of Taobao bazaar, Jingdong and all third party platforms. Combining with various marketing platforms such as portals, communities, APP STORE, SNS platforms, and so on, we can do well the operation of GXG operators, and seize the opportunities of mobile e-commerce including the two-dimensional code, micro scouring, wireless terminal and O2O.

　　 Online sales 90% for inventory commodities

Micro friends: how are the products of the GXG electricity supplier currently ordered? How many lines are there in line with the same line? How many online contributions are there? How is the price set?

Li Shujun: GXG products directly sold to the head office of clothing, the products sold online are over 90%, and the products of offline stores are completely separated. Another 10% of new products follow the price and the time of listing and the synchronization of the line. This year, double eleven also has some special contributions on the line.

Micro friends: from the big G to the small G, the style of GXG is getting younger and younger. May I ask you, do you mean that your product strategy will change to younger and tide? Is this the trend of men's clothing development?

Li Shujun: the size of G itself is the trend of young fashion. Only two brands will have their own more refined and detailed customer orientation, to develop in a large-scale and personalized way. The complementarity between the two brands is to meet the needs and experiences of customers of different ages. In the future, there is a brand and fashion design home that can also launch the old G.

Micro friend: I saw some pictures of GXG official website. Some of them used real people, some used product diagrams, others used dolls. They looked very different from each other. Why do they design this way?

　　 Li Shu Jun Using different display methods is to break the old fashioned way in graphic design, because the beauty and characteristics of products displayed in different ways are different, which can meet the diversified needs of customers. The real model has the most obvious feeling in displaying the image. The product diagram is the closest to the details, the process and the fabric display, and the effect of the doll model is between the above two.

　　 Struggle for the electricity supplier for life

Micro friends: what kind of work do tens of millions of elder sister have done before contacting the electricity supplier industry? What are the effects of these jobs on you?

Li Shujun: at the beginning of his career, he was the HRD of Ningbo's largest luxury agency. Its brands include Cartire, grasti, Bao Po and other international first-line brands. Later, they joined Mercedes Benz to become TOP SALES; in 2009, they entered e-commerce, and joined GXG as the general manager of the electricity supplier company in 2010.

It can be said that the professional experience in the preceding stages is an indispensable cushion for me to always run forward with my team.

In the first stage, the HRD experience of luxury companies made me establish brand awareness and practice HR management. The second stage Mercedes Benz's sales experience made me plump as first-line experience for managers, and also deepened my persistence and dedication to brand.

The third phase entered the early days of the electricity supplier. After my 70 grade mother level, I recorded what UV is and what PV started to learn from the word "one word". At that time, the brand of the operation from small to large, the team never understood the process of mastery, let me transition from the practitioners of traditional industries to the electricity supplier industry, and trained my ability to never stop learning and acquire new knowledge, and finally let me get to the fourth stage of my career.

The fourth stage is GXG. Online retailers The leader of the team has been sprinting with the team for more than 3 years, so that my team can get room for growth. At the same time, I firmly believe in the belief of the electricity supplier as a cause of lifelong struggle.