Famous And Excellent Products: The Secret To Build A Concentration Camp Under The Line

In the more than 3000 single products of the famous brand, there are only one or two models for almost every single item.

In fact, the "buyout system" of famous and innovative products has a lot of stock pressure, but from the side, it also forces the development of products.

Almost overnight, China's major cities have been blowing up a "famous brand".

It's like a miracle in the entity.

The most intense moment has handed out a report card which made people all in an uproar: in September 24, 2013, the first store opened in Guangzhou. As of now, there are more than 1100 shops in the world in the short span of two years, of which there are more than 1000 stores in the domestic market, and all of them are in the first class commercial pedestrian streets and shopping centers in the first tier cities. Each shop carefully selects over 3000 kinds of low-quality goods and launches one hundred new products every week.

No matter it is hundreds of square meters of large shops, or dozens of square meters of shops, the name of good quality shops are always crowded.

Walk around.

Dazzling are all kinds of daily commodities, from lipsticks, sunglasses to pillows, etc., the price of goods is also surprisingly low, most of them are between 10 and 99 yuan.

But it is such a store that creates a record of 5 billion yuan a year.

What kind of business logic is there?

Breakthrough of buyout system

We often say that there are 3 forms of innovation: first, sell most of the elite products to the majority; second, continue product innovation instead of old ones; third, reduce the cost of products and services with efficient innovation.

Famous and excellent products belong to the third category.

To explore the way of managing famous and excellent products, its characteristics are clear at a glance, high quality, high efficiency, high technology, low cost, low gross profit and low price.

At the time of the collapse of China's entity retail and the collapse of the electricity supplier reputation, the famous brand of excellent products has created a new entity store format.

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Among them, the most influential way is direct mining of commodities.

In the traditional supply chain mode, merchants use the "consignment system", how much the factory can sell, and how much it will settle to the factory.

In order to protect their own interests, the manufacturers raise the purchasing price and get the difference from the consumers, resulting in the high price.

And the famous excellent products are purchased on a large scale by the "buyout system". They are responsible for selling or not. They have nothing to do with the suppliers, and the goods are cleared up quickly, so as to get rid of the control of the retailer's price by the suppliers, and enjoy full free pricing power, thus forming a low price sale.

For those suppliers who are facing long accounts and unstable orders, the "buyout system" which has favorable conditions has become a good meat and cake.

At the same time, products directly from factories to shops, the middle Commission was squeezed out, the interests completely fell on consumers.

Take an eyeliner as an example. The price of the domestic brand is mainly concentrated in thirty or forty yuan, while the famous brand is priced at 10 yuan.

"Only selling goods to 1/3 of the average price level will have an impact on consumers."

Co - founder Ye Guofu explains.

Bomb concentration camp

Famous and excellent products advocate quality thinking, and Apple Mobile's "subtraction" has benefited Ye Guofu greatly.

"Apple phone has only one model for every generation of products, but because of the ultimate user experience, every new product is hot."

In the more than 3000 single products of the famous brand, there are only one or two models for almost every single item.

In fact, the "buyout system" of famous and innovative products has a lot of stock pressure, but from the side, it also forces the development of products.

So, how to create explosive products?

First, select categories from

Start.

After market research, products are sold on line and offline, and products are designed and packaged.

Second, let the experience officer be given free trial.

Experienced officials are selected from among the 10 million fans of the famous WeChat WeChat public account. Almost all of them are "geek" makeup products, and they are probed and adjusted according to their suggestions.

Thirdly, fans interaction and promotion on new products.

In the early days, the name created good products could be given free shopping bags by scanning the micro signals, and quickly accumulated fans. In a short span of a year, more than 10 million subscribers of the famous WeChat products became a super large.

On the new product line, the famous and excellent products interact closely with the people in the industry, and interact with fans and consumers in the WeChat public number with the original knowledge of product integration. Under the online, consumers can see the noticeable new product online posters when they enter the store.

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In addition to the original design to create explosive funds, the name of the top quality product is 20% of the existing brand cooperation customization.

For example, PHILPS's socket, the name of the best quality products selected 1.5 lines and 3 meters long line two, after PHILPS specializes in the design style, in the name of the exclusive channel sales.

This not only satisfies the demand of consumers for brand pursuit, but also because they are factory to shop and low margin mode, and the price is much cheaper than that on the market.

Global thinking

Ye Guofu believes that if Chinese entrepreneurs can borrow foreign advanced management concepts, R & D technologies and brands, and then carry on the domestic excellent manufacturing suppliers, it will be an effective way to the world.

At present, most of the products of famous brand products are designed by Japanese headquarters and controlled by Japanese standard products, and the top one is China.

It sells to all parts of the world through the channel of name creation.

About 80% of these products are directly ordered from more than 800 Chinese factories, which are almost exclusively exported to the Pearl River Delta and the Yangtze River Delta.

Another 20% of the famous brand products came from overseas sourcing.

The global output of Japanese products is designed to seamlessly link up with global sourcing. Meanwhile, the layout of shops is gradually internationalized, and the world is beginning to radiate from Tokyo, Hongkong, Singapore and Dubai.

Therefore, the supply chain has become an important link.

Ye Guofu invested heavily in the development of supply chain management system to manage the dynamic data of all commodities, and improve the efficiency of capital and sales.

There are seven warehouses in the country, and products will not go through any distribution level.

Not only can we control the price, but also shorten the time consuming of logistics.

As a rule, the general department store has a turnover time of 3 to 4 months, and a famous brand product can do 21 days.

7 a new product in the sky, 21 days, the whole store can be pported all over the world, so as to keep up with the trend, keep fresh and let the supplier face the market reaction directly.

From the perspective of consumers, with the improvement of living standards, consumer demand is not limited to domestic or Southeast Asian countries. When there are some buying and selling modes, we can see the wide space for global sales channels.

But before the name of the product, there seems to be no enterprise that can sell at low price and high quality.

Like millet, the mobile power, smart phones, televisions, air purifiers and other digital electronic products to break the windfall.

The best thing to do is to break the profiteering of cosmetics, perfume, sunglasses and other daily commodities, so as to truly achieve every cent.