Gloria: Transformation Of Southern China Traditional Women'S Clothing Business

It is understood that, as the representative brand of women's clothing in Southern China, Gloria started to contact the electricity supplier earlier, starting from a team of only three people. After three years of accumulation, the electricity supplier team has developed to more than 100 people.

In recent years, Gloria has been groping for practice, accumulating experience, strengthening communication and communication with the major e-commerce platforms, and establishing the development path of its own brand in the era of e-commerce.

It is understood that Gloria online launched the design and development of the "network dedicated contributions" by the independent design team.

Lin Shuling, vice president of Gloria, explains that there are widespread misunderstandings of Internet users.

Gloria's "network contribution" is designed for the online consumer group's age characteristics and preferences, making the online women's clothing styles and colors more beautiful. The version is more relaxed for the wearer's figure, but the quality is not different from that of the offline stores.

According to Yan Jieting, general manager of Gloria e-commerce department,

The target group of stores is mostly about 28 years old, while online is about 25 years old.

It is precisely because of the breakdown of the target consumer groups, Gloria can get out of the "promotion discount" to do business, the online brand development path will become wider.

In the exchange with reporters, Yan Jieting said that the past "horse race enclosure" sales mode has not become the preferred mode of enterprise development. As a traditional brand with a certain foundation, blindly frequent or even suitable sales promotion activities are to some extent overdraft brand value.

Therefore, Gloria began to adjust the online and offline sales mode from the beginning of this year.

Lin Shuling revealed that Gloria will spend more resources on the sale of positive prices.

For example, using the fan mode, the third party platform, the private APP and so on as the fan platform, through the store to pull the user to the micro Gloria account, become its fans, at any time to receive Gloria's new product recommendation, event release, dress matching suggestions and other information, and at the same time, resources such as joint portal website, female vertical website, video website, search engine and so on, expand micro-blog, Renren, watercress and other new media platforms, set up contacts in the whole network scope, guide consumers through the whole network marketing layout to guide consumers to understand the brand, deepen the recognition of brand culture and tonality, so as to realize the sale of focused goods.

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Liu Shichao's first priority in reconstructing Gloria is to establish a systematic organizational structure.

The new structure is a three level system similar to the inverted triangle, that is, the grass-roots strategy, operational decisions, the middle level is responsible for support, the higher levels assume support, guidance resources and coaches function.

This is like dredging. Only by establishing a perfect sewer system can the urban drainage operation become uniform, effective and fast.

Before the reform, Sun Ming, the head of the visual department, was sometimes not very comfortable. The team often had to work late at night, the root of which was that there were always various breakpoints in the process.

For example, when new products are not arrived in time, they will not be able to shoot. They can only work until late at night.

At the same time, the problem of home page jumping rate can not be solved effectively. It is difficult for many teams to coordinate operations such as commodity operation, copy planning, vision, and so on.

Now, the overtime time of Sun Ming's visual team has been greatly reduced, and the home page jumping rate has dropped from 35% to less than 16%, which is equivalent to less 480 thousand visits per month.

Sun Mingcheng: "all groups, including vision, are relatively independent and better co-ordinated.

For example, when the new product comes up, the home page designer, copywriter, photographer can almost quickly get in place, and the efficiency is greatly improved.