Revelation Of Subdivision Of Men's Clothing (Two): Grasping Prospective Customers

　　 Declaration of subdivision: grasping the needs of special groups

　　 The fat man is in fashion.

Mentions that large size men's clothing will always be labled with the label of "rustic". Cantonese even call these clothes fat men. The concept of big size men's clothing seems to be missing in the mainstream market, not to mention the big code tide, such a market gap, so that Guo Xiangyi decided to make the big code men's clothes do well. In March 2012, the big men's clothing was on the line.

Before that, Guo Xiangyi was like many sellers. Consumer group Lock in the mass market, and do the business of Korean men's clothing. Unlike women's clothing, consumers have a strong dependence on men's wear brands, and it is very important that they have a congenital reputation. With the beginning of 2009, more and more brands are entering Tmall. In addition, the homogenization of Korean Edition is becoming more and more serious, resulting in intense competition. Guo Xiangyi finds that her competitiveness is obviously insufficient.

"On the one hand, because of environmental reasons, there are more opportunities to make big yards. At that time, we thought that the whole Japan, Taiwan, Korea, mainland and even Asia did not have the brand to focus on the big size, so we wanted to fill the gap. Guo Xiangyi said. On the line for 7 months, the fat planet was ranked first in the big code category, and sales reached 53 million yuan last year.

　　 Starting from Korean version

After deciding to make a big code for men's clothing, Guo Xiangyi's first consideration is how to match the experience and resources of the men's wear before Han Dynasty with the men's clothing of the Chao code. The resources at hand include cooperative factories and designers, and years of experience in Korean men's clothing supply chain. "At that time, the first thing to do is to sell the Korean Edition well, the popular explosive money was magnified and revised, and directly produced to the original processing factory. At that time, there were only two or three competitors and no strong brands. The first step in the survival of the fat planet was successfully completed.

However, in fact, the running in of the supply chain is not as simple as Guo Xiangyi thought. At first, the Korean men's clothing processing factories he worked with could not adapt to the situation. He needed a brand led adjustment, including fabric selection, and every trial version needed to be revised and costing repeatedly. For example, the use of large size men's clothing is different from that of popular fashion men's clothing. "Fat people like to wear elastic, try to choose elastic pants, crotch parts, fat squats are easy to jump open, pants are not durable, and if you want to wash clothes, printing can not choose too big, to breathe." Guo Xiangyi said. Therefore, on the choice of fabric style, he needs to do corresponding market research and test, and more than ten male fat men have become the first ones to try on. In addition, although the Korean version has a design pattern before the explosion, there is no standard for the size of the big code, which is a test that requires a round of scaling, for example, to what extent is 2XL and to what extent is 3XL.

In addition, the biggest problem encountered in the process of production is cost estimation. The fabric cost and labor cost of men's clothing are different from before. The time for workers to make a large size dress is two times as much as that of a small size garment, while a simple printed T-shirt is processed with the same fabric and the same factory. The cost of the big code is about 30 yuan higher. Therefore, the passenger price of the fat planet is slightly higher than that of the general Korean version of men's wear shops, and the unit price of the summer guests is about 180 yuan, and the winter price is 260~270 yuan.

Guo Xiangyi introduced more than 20 cooperative factories. The way of cooperation does not concentrate a lot of goods on one factory, for example, jeans are two, down garments, cotton padded clothes, shirts, T-shirt printing and so on. There are about 2 or 3 different kinds of manufacturers. "This will be more professional. For example, we are looking for jeans in Xintang and Shunde jeans factories. At least we are looking for domestic second tier brands or even first-line brand processing plants."

　　 The breakthrough of "bear race"

The marketing breakthrough of advertising is not very effective for big size men's clothing. The conversion rate of large area advertising through general channels is very low. How to lock this part? accurate Crowd? Fat planet started with search and through train optimization. Direct advertising is based on precise words and keywords, and the key words are men's clothing, large code T, and fertilizer. Plus the external drain part of the station, the flow of this part is considerable. Guo Xiangyi explained that there is a clan called "bear clan", which generally describes a thick gay community. "They are generally obese men, and the group is very closed, but they are very closely related to each other. For example, in the micro-blog community, the 1 community is 2000~3000 people. Obviously, everyone in the bear family is the target customer of the shop, so the CRM team focused on this group at the very beginning. "I am a model shop, my identity is also a bear, through QQ, micro-blog, I pushed into the group, and then promote the product." Guo Xiangyi said.

In response to this part of the customer base, Guo Xiangyi also training customer service. Before each new product, the product department will organize a size training. He asked the customer service to be bold enough to recommend the size to guests. As long as the guests reported height and weight, they could judge the sizes professionally, instead of asking the guests to measure the size of the clothes themselves.

At present, the buying population of the fat planet is dominated by first tier cities, with a large number of visitors from North China, such as Beijing, Tianjin, Hal, Qingdao and so on. Therefore, Guo Xiangyi said that the autumn and winter shops will also be able to match the weather in the north. In order to meet the needs of men in the first tier cities, there are design themes throughout the year, such as lattice, black-and-white, lovers and other theme elements. Led by brand department, design production department to cooperate with production.

　 60% repeat business

Because supply and demand are not balanced, as long as the quality of products is high. Men's wear The rate of repeat purchase is very high. For this reason. The fat planet has established an independent CRM department. At present, 6 people specializes in maintaining customer relationships. At present, the DSR score is three 4.9 points, and the rate of repeat purchase is above 60%. Guo Xiangyi, for example, first of all, on the one hand, men are fat and fat. They will not care much about it. On the other hand, customers will receive 6 short messages from purchasing merchandise to merchandise, so that they can track the state of goods in real time. The store has made many attempts to increase customer stickiness. The store has 16 QQ groups and more than 20 thousand members. Regular meeting will be held in the fat mold competition, and in the first tier cities such as Shanghai, Beijing and other places, the brotherhood will be held to interact with the users. Of course, the convening of the fraternity is also laying the foundation for the future opening of the shop and collecting data.

At present, the fat planet is also making 020 attempts to open 5 stores in Taiwan for testing. "Because I know more about the situation in Taiwan, I will open shop next year in the mainland, but every city area is different. It will be better to investigate where to start. First, collect data from members, because the fat of a region will not be so much, and there will be difficulties."