Ou Shi Li: The Nurturance Mode Of Brand DNA

< p > women's clothing is the most competitive category in the big Taobao channel. How to make brand premium in this channel is a difficult problem faced by many brands.

As a seller, you may not be surprised by the Top ranking of traditional brands.

However, in such a high ranking, the two flagship stores achieved year-round merchandise sales over 90%, with an average customer price of more than 480 yuan, a new customer growth rate of 100%, and repeat customers' odd numbers for more than 50%.

The mystery is of great reference value to all women's clothing sellers, regardless of Tmall's original brand, or traditional offline brands, or other women's clothing sellers.

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< p > < strong > < a > href= > http:// www.91se91.com/news/index_h.asp > < /a > value > /strong > /p >

< p > compared with some brands such as the Amoy brand, the operation mode of < a href= "http:// www.91se91.com/news/index_h.asp" > "Europe time" /a "is more like the epee.

For example, we will never add a new product with better sales volume to create a low price explosion.

Although consumers have a herd mentality, consumers with higher consumption level will pay more attention to fashion experience, and guide their fashion taste is the direction of operation that all brands who want to enhance brand premium should pay attention to.

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< p > for the new products within 60 days of listing, the theme of the latest fashion experience is highlighted. The new product is guaranteed without discount, and the price is not affected to ensure the value of the new product, so as to ensure the satisfaction and purchase intention of the new product consumers.

Listing 60 days ~100 days, this time is the stable sales period of commodities, according to the factors such as weather, sales progress, consumer reviews, external environment and other factors, consumers choose some products for discounts, and the intensity is controlled by more than 30 percent off.

This type of choice should have the characteristics of fashion value, and the mainstream concept of fashion.

End of listing.

There are two seasonal promotions each year, which are the spring and summer sale in June, and the fall and winter sale in early January. The discount rate is basically around 40 percent off.

Of course, there will be different discounts according to different commodities.

At this time, the main products are mass consumers (fast fashion consumers).

At the same time, we will focus on introducing CRM marketing to consumers who have unaccustomed consumption habits and consumers who purchase history of this category.

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< p > < strong > consumption fashion > /strong > /p >

< p > it is very necessary to keep up with the fashion trend in order to keep the commodity's fashionable value at different stages of the life cycle.

Online, the change of consumer demand is intuitionistic. Nowadays, "keyword search", our daily commodity operation will adjust the trend changes of these keywords, including the management of category structure, the adjustment of commodity mix, and the optimization of SEO.

The platform of Tmall mall has a huge user volume. For Tmall's activities, such as mall celebration, double eleven, the electronic commerce department needs to combine the seasonal promotion of commodities with the promotion activities of the mall so as to achieve a win-win situation.

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Less than P, Europe has the same configuration as fashion media. It has its own editorial, design and photography team. It puts content, tonality and vision into a team of one dimension, and distinguishes different ideas according to brand to form output.

According to the standards of fashion magazines, they can find partners and present them according to the brand's established seasonal dimensions.

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< p > establishing the brand positioning in the minds of consumers, the idea of operation is also settled.

To follow the consumer, with the consumer's way of thinking, look at the data to change the money, make the 1.5 finished product supply chain, this is the positioning of the sale.

And Europe can not do this. If you can't use professional design and choose beauty before you go to the consumer, you will lose your place on the brand line.

The process plays an important role in editing. How to feel what you want to express based on the pictures and generate the desire to purchase, at the same time cooperate with the life cycle of high price segments to complete the purchase. Finally, the performance of the business can be reflected. This is a great affirmation of the visual presentation of the picture.

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< p > < strong > < a > href= > http:// www.91se91.com/news/index_h.asp > fragmentation > /a > strategy > /strong > /p >

Vision is very important. As a fragmented era, the demand of consumers is also very fragmented. They will have the needs of styles and hobbies, there will be some practical and occasions demand, and there will be demand because of the attraction of prices. These needs will have different products to match, and there are different ways to pack these commodities. P

Ou Shi Li, regardless of the sales of new products, attaches great importance to mashup, including the packaging of tidal current elements, which will be used in daily sales and in double 11.

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< p > > a href= "http:// www.91se91.com/news/index_h.asp" > accurate information push < /a >, how to make the contents of the goods reach the target consumers, the experience of Europe is to use the fresh products to deal with the old customers, the old customers of each brand will have a higher return rate, and for them, especially for the fashion brand, the freshness is very important.

In addition, for new customers who have not yet done business, they will increase their turnover by using products with high cost performance or attractive discount rate.

In addition, we will push the goods to our target consumers by means of SNS and so on.

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< p > when we think about brand DNA, how to package it, reflect the value of brand, and do things done by vision and operation company, these three are closely linked.

The greatest significance of this system is to enable the team to do a thorough understanding of the customers and the packaging of the products, and train the ability to pack what ideas can sell, and at the same time enable the consumers to accept and love them.

This has achieved the pursuit of balance in the two aspects of brand culture indoctrination and business profits.

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"P", now maintains a 200 person operation team, and the customer price is maintained at over 500. Its consumer group is positioned as "elegant, dreamy girl".

As the most destructive role in the traditional brand of women's clothing, Ou Shi Li has a customer recognition value matching with the price of commodities in the management of commodity life cycle to ensure that the products are in different stages after the listing.

This is the most basic principle. To be precise and thorough is a unified market orientation that takes into account the interests of consumers while maintaining brand value.

According to the rhythm of new product listing, in the first 6 months of listing, the company began planning the trend elements and key stories of the merchandise, and made a series of creative, commodity planning, marketing plan, CRM plan, customer service and other preparations around the new product.

Because of the existence of this brand of DNA, in the face of so many strong brand names, the European force still poses a serious threat to them, and becomes the reason for its popularity.

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