How Can Clothing Electric Providers Play Small And Beautiful?

Here the world's clothing and shoes and hat nets Xiaobian introduced to everyone is the entrepreneurs group chat: how does the clothing electric business play small and beautiful?

Business background:

Fuzhou Bai Da Trading Co., Ltd., founded in 2009, has over 5 years of experience in apparel category Internet operation service. We have a company operation team composed of fashion designers, network technology experts, excellent management and sales service talents.

Everyone is different about small and beautiful views.

1. according to incomplete statistics, most electricity providers are losing money. Only about 3% of the electricity providers are making profits. The large and whole market is basically monopolized by big sellers, so "forcing" is small and beautiful.

2. consumers are searching for products because of their needs, not because of a concept. We should find out the concrete needs of consumers.

3. small and beautiful, namely differentiation, mainly divided into consumer appeal, product price, product style, product image differentiation, from these four points to think about product positioning.

4. small and beautiful is a kind of meticulous marketing, do niche, accurately find the target crowd.

5. in the past, product positioning was mainly based on crowds, such as women aged 20 years old, -35 years old white collar workers. This is not the same as positioning. Now good products are positioned according to their values. Consumers agree that your values will buy your products (clothing), even if they are not worn in life.

6., the so-called explosion is easy to lose people, sometimes insist on their own style, because small and beautiful is to magnify the needs of minority, do smaller things, the market may become bigger.

　 Communication:

Liu Jingde: how to create a small and beautiful concept of clothing categories? How can we make profits without the explosion of money? How did the through-train rules change in April? How would you like to break through today?

Cai Yuli: Liu Jingde is the founder of Fuzhou BDA Trade Co., Ltd., and also the main sponsor of this tea chat. Please introduce the experience of the operator first.

Liu Jingde: now the clothing homogenization is serious, many people blindly go to the shelves to promote. In this case, Tmall is very supportive of small and beautiful. Like clothing already very benchmarking enterprises, Europe and the United States wind seven grid, the name of the wind of aka and so on. They have monopolized these small forms of clothing industry. We made a home wear that could be worn out, and we made a about 9000000 yuan turnover last year, but we are still at a loss stage.

Cai Yuli: once the electricity supplier is fully imaginative, standing on the draught, the pigs will fly up. On the other hand, the water is very deep. Blind and lucky success is impossible. The rules of Taobao have been changing. There is no concept of explosive money. What we pursue now is small and beautiful. We can not simply pursue the flow to achieve the conversion rate. We hope that we can collide with the spark of wisdom together.

Wang Rong: in fact, "small and beautiful" is the differentiation, which is reflected in the differences in styles and styles. What is Liu's goal? That is, what product I am selling. The so-called explosion of money, in other words, is how to maximize profits. I want to throw a topic. Actually, there is no explosion. Only products, explosive products are the power of products. This power comes from the systematic packaging of products, including the selling points of copywriters and so on. You need to have the ability to combine explosion. I made clothes. Every day on the table is all kinds of data information, information and data, and every product is monitored from the import, maturity and decline period, so that the focus of the product is found, and the promotion progress is achieved.

Zheng Yan: I am a little confused. After half a year of Tmall, we always wanted to rush the store up, and put forward many preferential schemes, but the actual customer volume was not as good as expected.

Liu Jingde: we can make precise positioning, and then package products according to the age and preferences of the customers. For example, there is a girl playing bottompants, the main role is to play "I love to wear bottompants", she will take all kinds of photos uploaded, make their own small, fresh, do better, only sell bottompants. Now the cost of passing through trains is getting higher and higher, and the conversion rate is getting lower and lower. We did not succeed in making our home clothes that we could wear out. At the beginning, we made tens of millions of people under the line. We thought that the electricity supplier would be successful and put forward the concept of "wear out", but others could also copy it. This imitation is very strong. We find that many offline companies want to transform into electricity suppliers, which costs a lot. Especially those who already have certain achievements under the Internet are more difficult to do. Unless you find a good entry point, you can get a slice of it.

Bi Xiantang: in the first two years, if you make big size clothing, it is small and beautiful. The fastest growing in these two years is big size clothing. Now you can consider making small code clothes. Before I attended the lecture, a teacher said he saw a lot of grotesque clothes selling well, which was small and beautiful. First tier brands enter Tmall, Tmall will support, the two or three line brand can only throw money, but also fail, its supply chain is inferior to the first line brand. If you just give a concept, it will be difficult for people to understand, others will not search, and if this is a demand, others will naturally search. For example, small size clothing, I do not know how big the market share is, but so many people in China, there will be a lot of natural search needs, I think this is small and beautiful. Small and beautiful concept is because demand, others do not do, let others find you first, this is very important. This is my understanding of small and beautiful.

Wang Rong: I think small and beautiful is fine management and meticulous marketing. The electricity supplier really must carry on the marketing promotion according to the characteristic, I have been thinking that the small and the beautiful must be very narrow, like this only then can produce the division. Below the line is the difference between the flow of people and less, and electricity providers need to have the ability to drain, but also have to do fine search capabilities. One is multiple refinement, which includes meeting the needs of a person, and the other is matching the original human traffic. {page_break}

Liu Jingde: small and beautiful, namely, differentiation, mainly divided into consumer appeal, product price, product style, product image differentiation, such as small code clothing to meet the demands of differentiation, for example, we now do small code this project, then the remaining price, style, image differentiation how to analyze? How accurate positioning? Of course, we are not to do differentiated to do differentiation. For example, Bi Zong's success is in a small scope, and the style of College meets the current trend.

Bi Xiantang: the simplest judgement of small and beautiful is that it can not be opened online, for example, it can not be opened in Fuzhou, but the network is faced with 1 billion 300 million people who can gather together a small group of people.

You Shan Xing: for example, when you are small and beautiful, how do others find you? What is your keyword? That is, what is your personality refining? How can others search you? Drain customers into your store, and you will be able to find you by a search. For example, search clothes, women's wear is useless, search for jeans, short jeans, others can search you.

You Shan Xing: what I have just said is that we should echo each other in the search link. But do you have to echo each other from the business point of view? We usually discuss how to sell the product from the business point of view, but from the management level, what things need to be matched again, and then meticulous? Now we are a lot of people who specializes in doing business, but in another way, it is totally different from the boss's point of view to consider how the electronic business is done. Because the boss can mobilize more things to complete the match. Another way of thinking may be to refine from the extraction of product individuality to the refinement of business operations, and to refine all these refines.

Huang Xiaoyu: Although I am not doing the entity business operation, I agree with him that this differentiation is small and beautiful. Because we also need to differentiate banks. I have a difference in the financial Internet. The traditional electricity providers are driven by channels and products. Our Internet finance is driven by traffic and price. I don't know if this applies to the clothing industry.

If applicable, then we only need precise positioning, and the second step is to attract customers. Just now, through professional planning company planning, sometimes it is difficult for planners to plan your intentions. I think it's harder to plan on relying on others. The relatively popular media is simpler. For example, a little girl sends messages through micro-blog WeChat every day. She is actually a self media. If you put your ideas through some of your own media, slowly, in the precision of small and the United States has a certain reputation, and then through the enterprise electricity supplier will attract traffic flow, price driven.

Guo Yongheng: we have come into contact with many traditional industry bosses. They are very keen on electric business, and think that it is easy to do well. In fact, according to our survey data, we make very little money in the sellers of Tmall and Taobao, nearly eighty or ninety of them are losing money, and ten percent of eighty or ninety of them are useless. Only three percent of them can be profitable, so they have made small and beautiful. Small and beautiful is actually a positioning problem. At that time, Lining positioned himself according to the crowd after 90. After 70, he was too old. After 80, he despised Lining and finally failed. So it can not be positioned according to the crowd and income. So I personally think that small and beautiful positioning should be based on values, such as the two dials of Han Han and Guo Jingming, who may be old or small, with high or low income. For example, it is very avant-garde clothing, some people buy it, but she can not wear it, but she just wants to buy it. She feels that one day can go to the island to use, this is the question of values. Many people do not understand the electricity supplier, I personally think that electricity is only a technology, business is the way.

Cai Yuli: this entrepreneur has unique features in explaining the electricity supplier.

Ceng Changsong: I have been doing Internet for more than ten years. After entering the Internet era, products have some media attributes, some people give channels to others, and they specialize in products. Therefore, we need a platform that is related to consumers. I understand the definition of small and beautiful, one is the immediate positioning, through search products, will not search products into their own library, the second is the product segmentation. Value is divided into interest value and emotional value. We must learn how to operate the media after entering the Internet era.