AOKANG And Other Brand Shoe Companies Have Taken The "Internet" Train.

Electricity supplier sales are showing explosive growth, that is, nearly 5 years.

Nowadays, online shopping is stimulating the consumption desire of residents with its convenient and efficient, inexpensive, and so on, and has become an important channel for daily consumption.

"80 generation" and "after 90" younger generation of consumers are becoming the mainstream shopping crowd. The consumption mode is more inclined to pursue high quality products with high value.

Conforming to this consumption tendency, nowadays, the products sold on the Internet will achieve the best price performance and service, so as to promote the spread of Internet word of mouth, sell the products hot, and finally stick the products to the customers.

This is called application.

The marketing idea of thinking has made millet mobile phone sell over 10 billion dollars in more than 4 years.

Internet big guy millet technology to become rich, Semir, news birds and other well-known shoes and clothing, this year has also begun to turn around, and sales efficiency is high: Semir electricity supplier brand "brother Lai buy" in June and September, launched the ultimate series of "men's shirt" products, the new light down clothing products, with the help of consumption time and celebrity fans to promote word of mouth communication, sales situation is unusually hot, and the birds are the best suit to play the highest level of customization, the first industry, with the popularization of price power to push the C2B of the whole category of volume customization.

Product price to exceed consumer expectations

A product to sell fire on the network, must be cost-effective, and to exceed the expectations of the consumer.

Especially in the mature footwear industry, the competition is fierce. If a brand product wants to emerge and has few skills, then you can only "stand aside".

This year, Semir apparel launched the "brother to buy" brand in the e-commerce business, and launched a brand new "high quality, low rate" product strategy on marketing.

In June, relying on the appeal of Kim Su Hyon, the brand image spokesperson, Semir launched the ultimate series VDP80 "men's God shirt" product as the first case attempt of this product strategy.

The shirt is priced at 149 yuan, selling more than 10 thousand items on Tmall platform day, and the effectiveness of Internet word of mouth is very good.

Following this successful case, in September, the "brother Lai buy" series and a new lightweight feather down garment product also received hot sales results.

"Costa Rica" brand related personages introduced, introduced the light feather down clothing this single product, first is seasonal request; two, is the market survey indicated that in recent years the feather and down sales volume is on the rise, the consumer has the preference for the light down clothing; three, the product on the market has the same unsatisfactory product, which brings the possibility of "brother Lai buy" to continue to dig deeply.

Semir clothing dongmi said in a previous visit to investment institutions, "brother Lai buy" brand is in the exploratory stage.

The company takes full account of the advantages of the Internet channel cost and so on. It will set the price ratio of "bro" brand to no more than 2 times the rate, and provide consumers with high quality cost-effective products on the electronic business platform.

And in September, the brand positioning high-end bird wedding dress, also in Tmall platform try C2B whole category volume customization - Tmall platform diversion customers, offline stores nationwide volume division door-to-door service, popular price enjoyment of advanced volume customization, pre flagship "wedding bird wedding dress custom set".

From Tmall's sales records, the volume of C2B volume customization is increasing.

Insiders say that the cost of clothing now accounts for only 20% of the selling price, and the greater cost is in circulation.

C2B clothing customization can greatly reduce the circulation cost and reduce inventory, which can achieve the expected price performance of super consumers.

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E-commerce products to achieve the ultimate goal is to achieve high quality and price beyond expectations.

For an enterprise, to achieve such a product, we need perfect supply chain management and production efficiency at the forefront of the industry.

Taking the new series of new light down garment products as the example, the selection of materials from the surface accessories to the adjustment of manufacturing process is improved: the fabric is made of international patent fabric, and the double layer inner liner design is the first line of defense for lock down.

The imported machine is imported throughout the whole time, and the needle is replaced every 120 minutes, which effectively avoids the phenomenon of fleece caused by the large needle space.

The most important thing is that down to 90% large white feather and grey duck down, and the fluffy degree is as high as 600+, not only make the product "light" and "thin", but also distribute evenly, without long hairs, which ensures that the lock is better.

And such a high quality product, the price is less than 300 yuan, only in all aspects of the management of highly efficient enterprises can do.

It is reported that from the second half of 2012, Semir started the enterprise pformation, further straightened out the internal links, enhanced the professional level, strengthened the service consciousness, made the supplier management work truly fair and pparent. Through scientific planning, the delivery date and orders were more reasonable, so that the suppliers and partners could operate more conveniently. By strengthening the supplier assessment management, the introduction of new quality suppliers made Semir suppliers more powerful and efficient.

Similarly, this year, the birds also highlight the cost performance and production and sales rate of these indicators.

At the beginning of the year, the news bird announced that enterprises will introduce the "supplier profit contribution value" as an important indicator of qualified supplier evaluation in the beginning of 2014. It will further standardize and improve the supply chain management, strengthen the scope and frequency of procurement process, nuclear price, assessment and supervision, and evaluate and select suppliers from the comprehensive dimensions of cost performance and profit contribution based on the principle of openness and pparency. At the same time, the suppliers with low cost performance, low profit contribution and poor credit will be eliminated in time, especially those suppliers who obtain orders by means of bribery and other despicable means.

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Brand exquisite products bring word of mouth communication

The cost of channel sales is lower than that of physical stores, but the cost of attracting customers traffic is very high.

Many enterprises say that electricity supplier traffic advertising is burning money.

Millet mobile phone relies only on the channel of electronic commerce. In the early days, there was no advertising fee. Over 4 years, sales exceeded $10 billion. Lei Jun, the founder of his mobile phone, believed that it was driven by the extreme products to spread the Internet word of mouth.

Nowadays, the footwear and clothing enterprises in Wenzhou have learned the great influence of Internet word of mouth communication according to their own industry characteristics.

In terms of marketing strategy, "Colombo" takes the star effect to attract fans to buy, and then drives the spread of products with high cost performance by fans, thereby driving the expansion of the buying group.

Previously, Semir posted a poster on the official website of Lee Min Ho, the spokesman of the brand image. Lee Min Ho's "design for you" was the selling point to attract fans' eyeballs, and enhanced the consumer's recognition of the brand.

Then turn this sense of identity into purchasing power.

The ultimate product purchase experience, through these fans to spread word of mouth, to maximize the pmission effect, sales can scale.

In addition, Semir electricity providers also focus on festivals and other spending points, as well as focus on the core purchase groups online, reduce online marketing costs to achieve sales efficiency.

And the news bird business C2B volume customization business, emphasizing the popularity of advanced customization and 300 person volume division team, and more than 900 brand stores across the country.

With the unique competitive advantage of these enterprises, the internet word-of-mouth has been promoted, and the e-commerce market with advanced customization has been taken the lead.

The wedding bird said that after 11 years of experience accumulation, the custom making business has already been very mature.

The advantage of a good bird is to customize it into a combination of process Industrialization and service personalization, thus achieving the popularity of customized business services.

Of course, with regard to brand communication skills, Wenzhou enterprises are relatively mature at home.

There is no advantage. The advantages of Wenzhou shoes and clothing enterprises are more reflected in the perfect supply chain.