GXG Decisive Battle Mobile Internet: Lay A Good Foundation For Future Development

In early 2015,

Wu Lei, deputy general manager, analyzed the trend of mobile Internet and the current situation of GXG in 2015.

Wu Lei is a sunshine young man who is only 27 years old. He led a young team and worked hard in the field of electronic commerce.

He expressed his wisdom with the wisdom of the book of changes, which is the pursuit of consumers' desire for material goods. Marketing is a means to satisfy consumers' emotions. He also puts forward valuable suggestions to the vast number of business people: the number of consumers in the mobile Internet remains unchanged, and the group structure has changed.

GXG group has three brands including GXG, gxg.jeans and gxg.kids, adding Yatlas brand.

According to GXG Tmall backstage data, in 2011, double eleven GXG single brand performance exceeded 40 thousand, ranking first in the whole network. In 2012, double eleven GXG and gxg.jeans double billion brand names ranked second in men's clothing category; 2013 double eleven, GXG single brand breakthrough one hundred million, group broke through 130 million; in 2014, double eleven, GXG single brand turnover amounted to 116 million, GXG group ranked second in men's clothing category, which achieved single day single stock stock sold out, breaking through 63%, of which the sales of new products achieved through O2O channel accounted for a breakthrough.

Micro-blog topic #G inspires fashion with sudden mutation

In the 2014 double eleven category of media published list, GXG single brand turnover amounted to 116 million, ranked third in Tmall single store men's clothing category, GXG group brand ranked second in Tmall men's clothing category.

Wu Lei said that the electricity supplier in each year is double eleven is a melee, GXG and JackJones, Taiping bird, Mark Ed Faye, and seven wolves and other men's business in recent years, double eleven game, often in the top five list.

GXG is a relatively young men's wear brand. Currently, it has more than 1000 stores in China. JackJones, as an international brand, has entered more than 6000 stores in China. Compared with Taiping bird, GXG is more similar in fashion style, product positioning, price positioning and operation practices.

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With the popularity of spokesperson Zhang Liang, the Taiping bird was followed by a lot of attention. Zhang Liang's endorsement made the image of the whole Taiping bird closer to consumers.

In this propaganda way, Taiping bird is superior to GXG, but Wu Lei also confidently says: GXG is better than Taiping bird in operation and marketing.

Let's take a look at a classic marketing case of GXG.

In the second half of 2014, GXG launched a well-known micro-blog topic with the help of micro-blog. Because of the influence of micro-blog topic, #G caused more than 60 thousand of the reading volume and more than 10 thousand of the amount of discussion.

Wu Lei said that every year, GXG will operate in accordance with the time node during its online operation.

For example, the spring and summer April new year, August anniversary, and each double eleven early stage, will make a brand exposure and marketing activities, do double eleven pre warm-up.

GXG, when analyzing consumers, found that Chinese men tend to dress more than GXG.

Wu Lei believes that self cultivation will be more refined, so GXG will shoulder the heavy responsibility of leading the Chinese gentlemen in the brand mission.

In the dictionary of GXG, everyone can become fashionable.

Therefore, in the early stage of planning #G's theme activities of mutation, we look for people from all walks of life, such as aunt, doctor, teacher and so on, who are selling vegetables in the vegetable market, through "leaving a few hands" and waiting for the micro-blog of the red man, we can tell them that if you want to, you can change your beliefs.

Through this activity, GXG deeply excavated the desire and demand of the consumers' inner reality, so that people from all walks of life could show their photos of micro-blog's #G mutation before and after the mutation, and through the topic of GXG, meet the participation of fans, at the same time, enhance the awareness and influence of GXG brand.

Wu Lei said micro-blog is a good platform to connect with consumers. #G has been detonated on this platform due to mutation.

Although micro-blog's interaction rate is not as hot as that of the previous two years, many customers are now returning. Especially after Ali and micro-blog platforms have been opened, GXG has moved more platforms to micro-blog.

Micro-blog, as a good carrier platform, can introduce micro-blog's attention and traffic into the sales shop through the micro-blog effect.

Of course, the early stage of the whole activity needs careful planning and layout to form a micro-blog ecosystem.

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GXG brings consumers' feelings and material desires.

Wu Lei proposed that consumers should be guided into material desires and feelings.

The pursuit of products is consumers' pursuit of material desires, while marketing is a link to stimulate consumer sentiment, and it is a bridge to sublimate the desire of consumers to emotional needs.

Through marketing, consumers can identify the personification and idea of brand, and then become the old customers and loyal fans of the brand.

Every year, GXG chooses a theme of "G".

In 2014, in the process of planning activities, they had a more unique classification of men's clothing styles in the market.

And the non GXG style, which became popular after the event.

Many customers, when buying men's clothing, have evolved from "I want to buy GXG brand clothes" to "I want to buy GXG Style Men's clothing".

This shows that in the public's perception, GXG is not only a brand, but sublimated into a style, a representative feeling.

Wu Lei always believed that products are the core, and consumers' feelings for brands should be built on the basis of products, that is, the satisfaction of emotional needs is based on material desires, and based on better consumer experience, penetrate deeper brand ideas.

The essence of mobile e-commerce is that the structure of consumer groups has changed.

With the rise of more and more mobile terminal providers, it has been said that the essence of mobile electricity providers is the mobility of electricity providers, and the PC terminal traffic is introduced to the mobile terminal. For this reason, Wu Lei believes that traffic plation is only a phenomenon of the rise of the mobile Internet, rather than the essential state.

Mobile Internet will become a mainstream trend of the Internet, mainly because of the changes in the structure of consumer groups.

Although the flow of PC into mobile traffic is huge, the number of consumers will not change. With the younger generation of consumers, the younger group will be more likely to use fragmented time to read and browse in the fast-paced time than the PC terminal. This change in consumption structure is the essential reason for the shift of e-commerce.

The fundamental factor is the change of shopping scenarios. Because of the characteristics of mobile terminals, making shopping more convenient will lead to the mobile Internet becoming a new mainstream channel.

Before forming the situation of GXG today, Wu Lei also said that he had encountered many bottlenecks and difficulties.

From the original demand for talents, it is only necessary to be able to sell stocks, so far, not only can they sell goods, but also need to have the planning ability and design ability.

This is a fission process for GXG business people, and a process of pformation of people's thinking consciousness.

Wu Lei is optimistic about the trend of mobile Internet, and thinks that mobile Internet must become a life ideology, and even more portable devices will appear in the future.

Wu Lei suggested that the vast number of electricity suppliers, and constantly expand their electricity providers, we must seize the trend of mobile Internet, we need to really do a good job in the retail business after the return of the business, to do a good job of products, to protect consumers.