Revelation Of Subdivision Of Men'S Clothing (1): Single Category Entry

Men's wear has always been a big market next to women's wear industry. However, it seems that a consensus has been reached about the competitive environment of the men's wear industry: the industry has a serious "traditional brand dependency syndrome". The online men's wear brands, such as Justly, spark card and zero number men, which grew up in the volume dividend period, were almost swept away by traditional brands in the TOP20 industry camp. Throughout the whole line, men's clothing market tends to homogenization, homogenization of style and homogenization of marketing. This kind of environment is not conducive to the development of the industry. Of course, pessimistic mood does not have to spread, men's Internet brand is not so vulnerable. The four little dragons represented by Hua Sheng Ji, Viishow, Allin and Lilbetter are popular, so that people can see the new force of men's clothing network brand. On the other hand, personalized consumer demand, fashion diversification, and the long tail effect of subdivision are finally slowly covering the online men's wear market.

Declaration of subdivision: looking for breakthrough from single category

Replace the factory with another way.

Dachen, a town in northern Yiwu, Zhejiang, is famous for its hometown of shirts. Backed by the advantages of the industrial chain, the factory which originally made shirts for the customers, Luo Meng and Justyle entered Taobao in the second half of 2010. Relying on network distribution, its performance has broken through tens of millions of yuan, and its sales volume reached over 300 million yuan last year.

For the electricity supplier, the foundry factory, which is unable to find its way, will encounter various problems when it goes online, but the excellent shark has successfully spanformed. "If you want to do all kinds of products, you need to study and popularize every detail in the entire operation section. You have to go to many suppliers to supply. That's not as good as if we want to directly put shirts in the first place and then expand, so we have a breakthrough point." Huang Jian, chief operating officer of excellent shark, said that excellent shark did not choose to do all kinds of products. Men's wear Instead, we use the shirt supply chain advantage that we have accumulated for many years, cut through the way of distribution, and gradually begin to expand product lines and build brands.

Supply chain priming

The factory's excellent shark has a good product advantage, and the cooperation with customers has given them a certain understanding of the electricity supplier. Why don't they take the whole industry integration as their own brand? In 2008, the founder Chen Wenjun began to prepare the electricity supplier and took the name of the excellent shark, which is similar to the Chinese spanliteration trademark of an international brand. The most direct benefit of the electricity supplier is that it can easily spanform the word of mouth of the "big money" brand into online rolling traffic. So, the brand of "excellent shark" is also accepted quickly by the customers, largely because it is similar to an international brand, resulting in a scratch ball. Generation

But Huang said frankly that the core competitiveness still has a production chain. Excellent shark before making their own brand is the customer and Luo Meng processing plant, compared with other electricity providers, whether it is development costs or production cycle has some advantages. According to the introduction of the cycle 60~90 days production cycle, excellent shark can be reduced to 1 months, under the same conditions, the cost has 10~20% operating space. On the one hand, from the point of view of efficiency, "the supply factory itself is regional. Supplier My boss and my boss are all playing with big friends from childhood. They are very familiar with it. The supply factory has many years of experience in making shirts, and communication in all aspects of information will be very timely. For example, the headquarters of some electric business companies in Beijing are coming to communicate with orders, pick up materials, and then go back to meetings to make decisions. If we take it in the morning, we can do it in the afternoon. When the goods are out of stock, we can get the goods out of the warehouse within 3 days. Huang Jian said that at present, there are more than 20 supply factories in the company.

On the other hand, from the price point of view, because the relationship is familiar and the order is large, excellent shark can effectively control the cost. "Other people buy a color of fabric is a few hundred meters, so the procurement price will be higher, sometimes we are directly wrapped factory, that is, the fabric of this factory is all done for me, that is to keep the cost to the lowest." Because the factory is born, the excellent shark will do well in all aspects of the control.

Distribution run volume

Excellent shark was the "distributor king" who was famous for that year. "At the beginning, the mode of choice is not to open a shop but to distribute it. The choice of distribution is also based on the market environment of the electricity supplier at that time. It can't be done now." Huang Jian said that early distributors are willing to follow the excellent shark, and it is very important that excellent shark help them solve the problem of capital turnover - Juhuasuan's capital, interest free loans and products in turn. Obviously, Chen Wenjun grasped the pain point of the distributor's "capital turnover".

At first, Taobao was spread over small sellers, mostly in the mode of husband and wife store. Encounter activities, if you want to pressure goods, lack of funds. At that time, he decided to help. distributor Substitute shipment. "All goods are reserved for us. They only need to be sold. After we sell them, we have no stock risk, so many people are willing to join. And when Juhuasuan can do tens of thousands of pieces, it will cost millions of dollars, and the small sellers will not have the funds to buy them. We will sell the goods first, and after the customers confirm the payment, they will pay the money to us again. At present, there are about 1000 distributors in the company, and Huang Jian said that distributors now do not have much need to manage them. They have already sold their products in a more disciplined manner. Because the distribution restricts the supervision system, for example, the price of a shop can not sell less than 100 yuan. If someone disturbs the market, other agents will definitely find and feed the information back. Excellent shark will limit the time to adjust the distributor, and find the third time to cancel the agent qualification, so that the whole market can be standardized. Huang Jian revealed that the current order sales of excellent shark 80% came from 20% agents.

At first, excellent shark sticks to the price of 49 yuan, 69 yuan and 119 yuan on the retail terminal according to the products of different materials and levels. The price of the electricity supplier industry is a more important parameter, which is undoubtedly the hottest price range. In summer, the order of excellent shark is about 90 yuan, which is at the stage of walking. "In the early stage, we mainly focus on the expansion of volume, so we may also strengthen the brand on the back, so that both the unit price and the quality will be improved."

Subdivision ceiling

In 2012, the good shark began to adjust its direction. It is more urgent to break the subdivision category than the traditional brand. Huang Jian said that the tilt of the traditional brand online platform is not possible without affecting the resources, but if you want to compete in the category of shirts, excellent shark is confident. "Their goods are supplied by us, but we must change them."

But if you just make shirts, the dishes can't grow bigger. The spanformation direction of excellent shark is to brand the concept of shirts, give added value to the brand, find a celebrity endorsement, and create a brand culture. Of course, this adjustment is first based on shirts. "For example, like my team, originally 100 people are making shirts. If I make jeans, I will not tune them out from my 100 people. I will only make a team again, so that there will be a new growth, rather than a piece of my original plate to go out to do this." Expand the category, do not obscure the original brand positioning and Lenovo brand is also a great test.

Although excellent shark has the advantage of professional shirt production, it is still relatively weak in series design, and the product development is not as professional as other brands. Therefore, we have to strengthen the style design and set up a special team to expand the product line. Shirts range from checked shirts, business shirts, and so on to different groups of people, such as business people, leisure groups, young people, etc. "We have 6 or 7 brands in hand, and we may have to take different brand lines with different styles and categories. This is also under discussion." Of course, the advantages and experience of the shirt supply chain, Huang Jian also hopes to be copied to other categories, such as leather in Haining, jeans in Xintang, down garments in Fujian, and resources integration in other industrial bases.