He Has To Force 50 Stores To Change The Way Of E-Commerce?

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Establishment

At the "52 Hertz" blue whale forum held at Zhihui blue ocean incubator base, Liu Kui, founder of the clothing brand of the middle-aged and elderly brand, revealed that the 2015 sunflower brand took the strategy of shrinking the offline stores and took the offensive strategy on line.

"The resources allocated to online sales are only 10%, and now I put 50% of the resources on the line.

Future use

Do online and offline, do the best single product development.

According to the clothing of Kwai brand, as of 2015, there were three hundred or four hundred stores in Kwai brand clothing, mainly distributed in the second tier cities nationwide.

In 2015, the sunwear brand clothing bought the store of the agent on the other hand, and the other side removed the flat shop.

By the end of 2015, a total of 50 stores were closed, and Liu Kui said that the main purpose of doing so was to spare no effort.

Why did Kwai brand clothes dare to act decisively online? Liu Kui revealed that after several years of exploration, Kui licensing clothing has found a way to run online.

"In 2013, double eleven was stocked with 20 million items, double eleven sold about 1000000 pieces on that day, and advertising input was about 700000, resulting in about 10000000 backlog of finished products, when we were thinking about it, if we did it in traditional way.

It only caused a backlog of inventory, but it did not find a way for a long time in 2014. Until 2015, Han Douyi found a new starting point for online business.

It is learned that the South Korean clothing house set up Zhihui blue ocean incubator base in Shenzhen. Its core business is to cooperate with the traditional brands under the line, provide the operation service for its online business, or the two set up a joint venture company to hatch new brand on line.

For the small and medium brands under the online and offline businesses, Han Du Yi house mainly provides operation on behalf of the operators.

"In 2014 double eleven Kwai brand advertising fees invested 800 thousand, sold 200 thousand, and 2015 double eleven after our generation operation for two months, advertising costs invested more than ten million, sales about 2000000."

Zhao Yingguang, founder of Han Du Yi house.

According to Kwai brand clothing, on the product development, Kui brand clothing is drawing on the model of "multi item and small amount" of Han dresses, increasing the new frequency and changing the traditional ordering mode.

Kui brand clothing has now formed the operation end in Ji'nan, the design and production terminal in Shenzhen, the storage terminal in Anhui Fuyang.