Fang Jianhua Talks About How To Build High Priced Brand

Some time ago, the team once reflected that now Taobao has already appeared the imitation shop of N home [left in the left]. No matter the style of the shop decoration, the style of the product seems to be the same. It is not terrible to be imitated. The terrible thing is that a brand has no soul and no soul is equal to lack of essence and spirit.

Imitation can never be imitated to form, but not to God. The shaping of a brand requires internal teams, supply chains, designers, and operations. In every aspect of selecting models, visual creation, shopping experience and services, everyone will devote a lot of energy to running in. The counterfeiters will never know what they are doing.

There are many designers, but few trusted designer brands. For the first time, they can imitate and follow, but as a brand, the vision and courage of the original mind can not be duplicated.

In March 3, 2014, it was the day when Tmall was formally launched on the left flagship store of high-end cotton and flax brand, that is, the first attempt to create a high-end e-commerce brand.

The initial lock is a group of small and unique women in the society. They have a stable career, mature aesthetics and a certain ability to consume. Many people believe that such a group is not interested in large-scale activities, and is not suitable for e-commerce channels.

　　 Living on the left Customers are not sensitive to the daily activities of the platform, because we never blindly follow suit, and the brand itself is not a brand that relies on participating in platform activities. Price Frequent fluctuations can only hurt the customer experience.

In the early days, I put forward three iron rules for living on the left: not blindly pursuing. Sales scale Do not blindly follow suit discount sales promotion, drive brand power with products.

Nearly half of the time left in the left designer and brand operation team is devoted to establishing an analysis system for consumer and product and customer evaluation. There is no need to guide the customer to give you any evaluation so that you can get the first impression. The most real voice of the first feeling is the consensus of the internal team.

At present, the three DSR dynamic scores on the left are higher than 60% of the peers and the highest daily sales are nearly about one million. The three score includes product quality, service and logistics. These three items are also the core evaluation indicators of the brand recognized by the industry. The brand repeat purchase rate is also ahead of the domestic first-line brand with the customer price, and even the international clothing brand.

A person's growth is qualitatively related to his growing environment. Brand is the same, living in the left belongs to the Hui Mei Group, has the industry leading supply chain, IT information system, talent, market resources, unique growth soil, also makes life on the left in the Internet can no worries, like a duck to water.