"Whole Body Good Edition" Precise Positioning HOO Becomes The First Brand Of Teenage Cowboy.
In 2014, Tmall "
Double Eleven
On the eve of the day, it was too late to celebrate the next 4th anniversary, and HOO was also on guard against the "double eleven" preparations.
"This is the fast pace of the electricity supplier.
If you choose the right direction, you will have to rush ahead. If you miss the opportunity, you may be drowned. "
HOO's director of electric business, Cai reproduced, was deeply touched by this.
HOO is a teenage Cowboy brand. It chooses the subdivision that suits itself and focuses its attention on it. HOO has become the first online cowboy sales in just four years from a 6 person entrepreneurial team.
brand
。
Positioning is demand + ability + market vacancy.
HOO belongs to Quanzhou Kelai clothing Limited company. This is a foreign trade children's clothing enterprise. Before establishing HOO, it has been focusing on cowboy children's clothing for 15 years, and its products are very popular in Europe.
After gaining a firm foothold in the foreign trade market in 2010, HOO was confused when he wanted to enter the domestic market, like a well-equipped warship, but he did not know where to go.
Where are the products, channels, brands and opportunities? In 2010, the real branding of children's wear market has just started, but there are tens of thousands of brands.
"At that time, I also wanted to start from the wholesale channel, which is the fastest way to cut into the market."
Cai said that at the time, they were also entangled. The children's clothing in the wholesale market was dominated by the Korean version. Compared with the Korean version, the design of the European version was not the choice of most people at that time.
Whether to conform to the mainstream of the market or to find another way to become the key point for Cai reconsideration for a long time?
Although the European version of the cowboy design had not yet been fully recognized by the market, the cowboy culture originated in Europe and America. 15 years of ODM OEM, Kai Lang is very familiar with the European and American cowboy design. If HOO introduces the European and American authentic teenage jeans version to China, it will surely build up a barrier that future competitors can hardly surpass.
Cai rediscovered this point sensitively. At the same time, he also found that for teenagers, neutral and narrow edition Korean clothes were not suitable for them at this age.
This is a huge market gap, and it is also a unique opportunity for HOO.
After clear and clear product positioning, HOO seized another opportunity.
In 2010, Tmall, which was also known as Taobao mall, had not yet received the full attention of the online brand. Taobao was also trying to build its own brand. HOO seized the pformation of Taobao and made Taobao the main position for the development of HOO.
Later, facts show that 2010 is the golden period of online licensing, and Taobao has introduced many policies to support Amoy brands.
HOO
It also has three major factors that make Taobao more attractive: Online originality, subdivision, high performance price ratio.
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"The whole body good edition" others may not want to do is probably the opportunity.
For HOO, its advantages in product quality are inherent: independent research and development, more than 15 years of supply chain management, production management experience and so on.
The solid product quality and the original design of the European and American cowboys make the HOO's products come on the top of the line.
However, even on Taobao's platform for making explosions, CAI was not satisfied with the outbreak of individual products. He found such a young group: they grew up to 170cm or more because they were too fat to buy suitable jeans.
"Because large size products consume cloth, the price is still equivalent to children's clothing, so many enterprises do not want to make the size so big."
Cai reproduced the idea differently. "What others do not want to do is often a chance point. From a few points of view, if we develop a version for minority groups, this may not be worthwhile; but from a global perspective, when HOO achieves the 'whole body type', we all know that other places can not buy the body shape, HOO has, this amount is not small."
In addition to creating a memory like "whole body type" in size, HOO never gave up on the plate style.
Although the version of HOO originates from the original design in Europe, it is not copied.
"Print is not something that customers can see at a glance, and not all brands are willing to invest in what is invisible."
Cai reproduced, however, insisted that he had all returned because of a wrong batch of goods, and he had been paying a lot of development expenses for the good version.
However, the fact proves that HOO's pay is right again. Nowadays teenagers are paying more and more attention to the upper body effect of clothing, and the style and tide of good edition has become an important factor for their purchase.
There is still a dream.
"Dream is still there. If it is to be realized," online channels provide many people with a dream stage to create cards, but many people have already left the scene.
To survive, the premise is that there are a group of like-minded "associates".
Online year, the line may be 35 years, this is the fast pace of the electricity supplier.
However, the team that stands up to the fast-paced pressure can only be 80 or 90, because all the talents of the electricity supplier are very young.
As the head of the electricity supplier, Cai Rev led the team from 6 to 60 core teams and hundreds of team members. He also explored the 80 and post-90's in practice.
"The electricity supplier talent is not accumulated, the industry is too fast, too new, often a person just graduated, not enough life experience, social experience, it is necessary to shoulder heavy responsibilities.
In this way, he often recoil and dare not assume big responsibilities.
Cai reproduced that the whole team of HOO has grown up from HOO, and the society has not given them enough training. HOO has given them a platform to help them grow.
"I will allow them to make tactical decisions, such as how many goods they need to be prepared, and decide by the relevant responsible persons. In fact, I will decide whether to pay for them or not, and how much I have to pay for them.
Only by making decisions and taking things too hard can they do well.
This is the special growth environment and different training methods for HOO to give e-commerce talents.
Cai often remembers his team. The electricity supplier is a fast-paced and potentially viable industry. Therefore, in the electricity business, we must have faith to stay.
"If a new person comes to the company, if I can't stay for three months, I will not talk with him."
It is precisely because of the brutal living environment of the electricity supplier, Cai reproduced that the most basic thing for a new person is to have a dream, to give his immediate job as a career, and only to experience the fastest pace of at least three months, can his dream qualify as a dream.
Therefore, in HOO, on the one hand, we should fully select talents with the same blood type; on the one hand, we should cultivate fertile soil for them.
Under the leadership of CAI reappearance, the HOO team rushed through many challenges again and again, seized the best time of online development, became a black horse of online brand, and became the first brand of Chinese teenage cowboy with the marked label of "whole body and good edition".
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