Fans Economy Era: Why Is Tmall'S First Ten Million Fans Shop?

From flow management to customer management, from the selling era to the brand age, from the commodity era to the fans era, the ability of fans to operate and the personalization of brand will become the ability to become a brand.

The core.

In the future, the lack of brand names and the lack of fans will make the survival space smaller and smaller.

I have to admit that in the era of rapid development of Internet brands, more and more brands rooted in the birth of the Internet have sprung up and sprung up with amazing vitality.

In March 10, 2016, for

It's an extraordinary day.

The Internet apparel brand has dropped second by almost double the gap, becoming the first flagship store in Taobao history that Tmall has collected over 10 million.

It is worth mentioning that this collection does not include the collection of flagship stores of the Korean brands.

Tmall store collection ranking (all categories)

1, the Korean flagship store: 10 million 1 thousand

2, three squirrel flagship stores: 5 million 749 thousand

3, UNIQLO official flagship store: 5 million 564 thousand

4, millet official flagship store: 5 million 347 thousand

5, ONLY official flagship store: 4 million 565 thousand

6, NIKE official flagship store: 4 million 632 thousand

7, Semir official flagship store: 4 million 150 thousand

8, Yin man flagship store: 3 million 882 thousand

9, the flagship store: 3 million 784 thousand

10, ZARA official flagship store: 3 million 765 thousand

(Description: data at 17:43 on March 10, 2016)

Fan economy is one of the earliest areas to be developed by Han Du Yi she.

At the early days of the establishment of Han Du she, Zhao Yingguang, founder, paid much attention to interaction between content output and fans.

The team shared photos of the South Korean street in Taobao forum, delivered authentic information from Korea and maintained interaction with fans.

Later, he founded the magazine "Korean fashion", which was sent to users with the product. The distribution volume of each magazine reached 40 to 500 thousand on average.

In 2014, a Korean idol drama "from the stars of you" became popular. The Korean main clothing company, which was the main player of the Korean wave, spent tens of millions of dollars to sign the heroine Gianna Jun.

After that, Han Du Yi house signed the stars of Korean star Park Shin Hye and Andrew Ahn, and through the operation of more than 400 Korean fans to drive the brand influence of Korea's clothes house.

The core of future development is the ability of content operation and brand personalization.

Zhao Yingguang said.

In 2008, the first batch of Han Du Yi house was settled in Tmall. In just 8 years, from 0 to 10 million, what did Korea's clothes shed tell us?

1, do not open the line of physical stores, Internet clothing brand can still be!

"The Internet is not a more channel, the Internet is really a revolution."

Nowadays, Internet brand "online brand line down", the traditional brand "online offline integration" seems to have become a trend.

Yin man, Chu Yu, seven Ge Ge and other well-known brands of Amoy brands have opened offline stores in recent years.

Yin man also announced the company's "thousand city stores" plan.

Fang Jianhua, the brand's founder, said he would open 10000 stores in 1000 cities in 5 years.

For online Internet brands, offline stores can not only expand sales channels, increase sales, but also establish brand image and enhance user experience.

But unlike many Internet brands under the Nuggets, the Korean clothing house is more like an "Internet worship".

Since its establishment, Han Du has never opened online stores, and Zhao Yingguang has revealed that it is determined not to open the shop, but to consider how to do better online.

Over the past few years, Korea has been using the Internet to think deeply of brands and products.

In the brand, the multi brand operation mode is adopted to satisfy consumers' increasingly individualized demand.

Relying on the integrated e-commerce platform such as Taobao, Tmall and Jingdong, we rely on the original and incubating platform to create an Internet fashion brand ecosystem.

2, turn "users" into "fans" and bring them to play together.

The Internet age is a fan economy era. It requires higher personalization of brands. By asking celebrities to endorse, it can quickly affect fans loyal to celebrities throughout the country, thus shifting the favor of fans to celebrities to the recognition of brands.

In the past year, "fans economy" is definitely a hot word in the Internet and marketing circles.

From the great heat of logical thinking to the huge community behind Xiaomi mobile phone, fans are the hearts of the people for brand names. The endorsement of high-quality stars endorsed by the brand image can quickly accumulate potential consumers of brands.

Han Xing's help makes Han Du Yi instantly win the attention of the entertainment circle and the young consumers.

After accumulating a large amount of exposure and attention, Han Du Yi has passed WeChat, micro-blog, official website and offline activities to pfer the fans' good feelings to their own "love bean" to the brand to improve the fashion sense of Han Dou clothes house.

3, cut the consumer from "mass" to "niche".

The rapid expansion of clothing category and brand has made consumers' tastes more and more picky. Single brands are far from meeting the needs of consumers.

Between 2008 and 2011, Han dresses just made a clothing brand.

Today, the consumer group has changed from "Regionalization" to "community". It is the kingly way to cultivate consumers and meet the diverse needs of consumers.

Beginning in 2012, Han dresses began to try to make more brands, first launched men's clothing brand, began to make children's clothing in 2013, tried European and American style on clothing style, continued to expand after 2013, made 10 clothing brands in 2014, and added about 10 clothing brands in 2015.

Nowadays, Han Du Yi house has extended three styles, including Han style, European and American style and Oriental style. It covers 20 brands of Han dresses, such as women's wear, men's wear, children's wear and old clothes.

The core supporting force behind the multi brand strategy is innovation. In order to maintain the brand's continuous innovation ability, Han Du Yi house constantly builds its own incubation ecosystem.

For this reason.

The product group system was built by Han Du Yi house.

At present, there are more than 300 product groups in Korea, which are responsible for the operation of nearly 30 brands.

Besides Han Du Yi she, the number of fans in many Tmall flagship stores is also eye-catching.

From the top 10 brands listed in the Tmall collection, clothing brands occupy a large number of mountains and make 8 seats.

In addition to overseas famous brands such as UNIQLO, ONLY, ZARA and NIKE, three local clothing brands including Semir, Yin man and rip silk also rank among them.

In the age of fans, there is a flow of users, and it is possible to have cash with fans.

Never known to millions of fans today, brand influence is the key.

1, become TOP10, brand influence is the key.

Among the 10 brands listed in the list, the traditional brands were six seats, slightly surpassing the Internet brands (Han Du Yi house, Yin man, three squirrels and millet).

Apart from the various marketing strategies of brand itself, a key factor that encourages users to collect is the influence of the brand itself.

After all, no user will take the initiative to collect a shop that does not like and is not fun.

In addition to providing quality products that meet user preferences and tonality, how to make users feel funny and brand friendly? From past history and current situation, it is not hard to find that Han Du Yi, Yin man and three squirrels are the three brands. The other key is to focus on the service and experience between fans.

Three squirrels use the "master" tag to wrap up shopping experience and establish emotional ties with users.

Yin man's efforts to create a culture of Yin Fu, through the APP man "gathering" to establish interaction with fans.

Millet will be the ultimate fan operation.

The other six traditional brands rely on the accumulated service and influence under their own lines, and the innate advantages of customers accumulated after touting the net. They can provide brand attachment and continuously enhance brand influence through customer management, so as to get users' deep concern for brands.

Therefore, when we send red packets to our customers, we need to give priority to the brand and user services.

2, with fans, what can we do in the future?

Fans get the world, fans have, how to use fans to bring traffic? We all know that now the flow of fewer and fewer entries, more and more dispersed.

The total flow of the platform has also stabilized and dispersed to more streams. Formerly, it was a collection and shopping cart. Now it is a micro entry, net red, daring people and so on.

What do these changes indicate? What can we do?

First, as for the collection itself, it will be a trend to do directional marketing and data analysis and mining for collecting users. From the basic marketing in ECRM now, to the star platform that Ali just released recently, we can see that there will be more imagination in future collections.

By integrating points, thousands of faces and directional marketing, we can do more unexpected things for collectors in the future.

Imagine that Han Du she can analyze the crowd characteristics of ten million fans through the user portrait.

When we can interact directly with these ten million fans one day, the value behind it is self-evident.

In the long run, as long as we have fans, there will always be a day of cash in the future.

3, from the collection volume, what else can we see?

The volume of collections may not be new to businesses, but today, the concept of consumers and the business philosophy of businesses have changed, and the volume of collections has produced new meanings.

First, we must seize every traffic entrance.

Whether it is the collects, shopping carts, Juhuasuan, Amoy rush shopping, or the traffic entrance with social attributes such as micro Amoy and community, we should not give up.

Remember a reason, first gather fans together.

For traditional brands with physical stores, the entry of traffic depends not only on the Internet, but also on the offline stores.

Second, set up your own fans pool to create more contact points with users.

After we have acquired customer resources, we should consider how to build our own traffic pool based on existing customers, circle our fans, and build more interactions with customers.

Finally, achieve brand attachment.

This is the era of customer management, no matter what type of shop, there is a flow that will enable you to develop rapidly. But in order to develop in the long run, we must learn to flow from the flow to the era of customer management, giving brands, customers and commodities more energy.

From flow management to customer management, from the selling era to the brand age, from the commodity era to the fans era, there will be less and less space for businesses that lack brand names and fans in the future.