Mark Ed Faye From Concentrating Men's Clothing To Multi Brand Operation: Change Of Electricity Supplier's Thinking

Along with foreign retailers such as metro, Hao Shi Da and di Ya enter Tmall supermarket every day, the traditional retailers should learn from Mark Ed Faye's "posture": by leveraging force, conspiring with the electronic business platform, and expanding their sales performance.

In 2008, Mark Ed Faye began to "touch the net" and set up a net sales department composed of 5 people. At the very beginning, there was no difference between Mark Ed Faye's strategy and the traditional clothing brand. The only way was to open online stores, enter a large retail platform, and rely on others' sites to do their own business.

However, compared with the traditional retail business, Mark Ed Faye changed his mind in 2012. It will separate the electronic business team from the company, operate independently, assume responsibility for profits and losses, and have independent accounting. It also has three major channels: direct distribution, distribution and special sales.

On line layout, Mark Ed Faye It owns a flagship store and seven distributors, supplemented by flagship stores and distributors. Distributors only allow one of their products. In this way, if Mark Ed Faye is involved in the brand again, that means that we need to register new stores. The existing channel mode has no great advantage in this sense.

In terms of member management, Mark Ed Faye's online shop members share resources, and the members of several stores can effectively transform them, thus achieving further excavation of purchasing power. The front end is independent of each other, and the mode of resource sharing at the back end, plus the advantage of the original electricity supplier, Mark Ed Faye is confident that the new business of 3 million members and many brands will be quickly opened up.

In the brand operation, Mark Ed Faye's original position is to rely on his men's clothing as a brand electric supplier. After just testing the water electricity supplier for two years, Mark Ed Faye occupied the third place of the men's clothing brand, but the bottleneck came with it. If the single line is used for men's clothing, the larger the online proportion, the greater the impact on the line. Out of the original resources, Design Considering the advantages of supply chain and influence, Mark Ed Faye quickly grafted women's clothing and shoes on the basis of existing men's wear brands. Children's wear Category.

In order to balance the online and offline, Mark Ed Faye implemented the differentiated marketing between the electricity supplier and the entity store. Children's wear and shoes are specially designed for women's wear. Differentiated marketing strategy makes the coincidence rate of online and offline only thirty percent, and the thirty percent most are offline inventory.

When JACK&JONES and other brand stores were closed, Mark Ed Faye still achieved a two digit growth in offline sales. In this sense, differentiated marketing really worked. However, does this difference mean the difference in product quality? The director of the electricity supplier of mark Hua Fei responded: "online and offline are not of different quality, but at the same time develop A and B products. A online, B online, they are only models, designs, and production adjustments. Because Mark Ed Faye online and offline brand sharing.

In fact, Mark Ed Faye has difficulties in implementing differentiated marketing. If there is no difference between online and offline prices and the same price, it will not meet the consumer psychology of online shopping cheaper than physical stores. With the launch of the "all channel" concept of Ali group, the three links of commodity, service and membership have been gradually implemented.

In the future, Mark Ed Faye plans to start with the change of organizational structure, and use the Amiba mode to manage the electricity providers more in line with the management mechanism of the Internet era. "We plan to rebuild a Mark electricity supplier in the next two to three years." Mark Ed Faye electric business person in charge said in an exclusive interview.