Liu Kui, Founder Of Middle And Old Age Clothing: 50 Stores To Change The Electricity Supplier Strategy

Recently, the blue whale forum of "52 Hertz" organized by Shenzhen Zhihui blue ocean incubation base was set up in Han Du Yi house.

On the above, Liu Kui, founder of the clothing brand of the middle and old age, revealed that the 2015 sunflower brand took the strategy of shrinking the line shop 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.

In the future, we will use the Internet to do online and offline thinking and 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 the Kwai card

Dare to act decisively online? Liu Kui revealed that after several years of exploration, Kui brand clothing has found the way of online operation.

"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. At that time, we were considering that if the traditional way of doing business could only cause inventory backlog, it would not be able to find a direction for a long time in 2014. Until 2015, we found a new starting point for Korea to cooperate in 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 online.

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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 sunflower advertising cost 800 thousand, sold 200 thousand, in 2015, double eleven after our replacement for more than two months, advertising costs invested tens of thousands, sales about 2000000."

Zhao Yingguang, founder of Han Du Yi house.