Is It Possible To Find The Angelababy Endorsement Clothing Product Tiancheng All-Star Strategy?

2015 double 11, clothing products Tiancheng flag

With a sales volume of 100 million, apart from the cluster effect brought by stars, the supply chain foundation and flexible operation of clothing products can be the key.

Du Lijiang has his own logic for choosing which spokesperson: strong sense of fashion, influential to young people, high face value and strong sense of substitution.

In fact, the All-Star strategy of Yi Tian Tian can understand the influence of stars on the content of products, and the dozens of clothes chosen by stars are bound to become explosive funds.

And these are the best things for clothing.

Du Lijiang, who has made eight years of clothing brand, has a new goal. This time, he became a half entertainment circle.

On the eve of double 11 in 2015, Yi Tiancheng signed Angelababy as the brand spokesperson. This decision, known as the "nonsense", made the brand of Yi Tiancheng brand sell a total of more than 100 million sales. With such a result, CEO Dujiang made a decisive decision and signed four Ming stars.

In the early April, the All-Star lineup of Yi Tiancheng's brand came on the stage.

This is not a small sum.

According to Du Lijiang, the five stars cost tens of millions of dollars, but in order to make the money "value for money", he thought of a new way of brand endorsement.

A decision of nonsense

Last year, 11 times ago, the reporter interviewed Yi Tiancheng.

At that time, Du Lijiang was full of ambition, set the sales target at 100 million, and finally came true.

Recalling the situation at that time, he told reporters frankly that he did not think clearly what to do at that time. "When signing Angelababy, there were some nonsense, but I didn't expect the result to be good."

Apart from the agglomeration effect brought by stars, the deep supply chain foundation and flexible operation of clothing products may be the key.

In 2007, Du Lijiang officially started Taobao business. The first mode was selling, and through several explosions, it successfully squeezed into the ranks of big sellers, with annual sales reaching 7 million.

In early 2010, he began to build his own brand, groping to establish his own supply chain, relying on lower prices, the clothing industry in the first two years of the world maintained four times the rapid growth.

That was exactly the time.

In the initial stage of the mall, the market urgently needed high-quality brands to meet the demand. With the early scouring brand flow bonus, coupled with a solid supply chain foundation, clothing products Tiancheng became a blood route in the competition.

For a long time, the clothing industry has strong control over the factory, and the production capacity is estimated according to the number of workers.

From the Fabric Merchandiser, factory merchandiser, delivery sampling, to the whole warehouse inspection, the clothing day Chengdu set the very detailed rules, so that the staff responsibility is clear and mutual checks and balances.

Since then, clothing products have launched 8 sub brands.

At this point, Du Lijiang realized a problem: Although the operation and supply chain are the advantages of clothing products, but the 8 sub brands lack the brand thickness, and there is no solid foundation for fans, so that the clothing products are like a castle in the sky.

Signing Angelababy is Du Lijiang's attempt to establish a brand. From "check the Baby double 11 shopping list" to more than ten Baby sections, the powerful influence of the spokesperson let him taste the sweetness.

Du Lijiang joked that the effect was too good: a single volume exceeded expectations, a large number of pre-sale plus warehouses had just moved, and clothing products had fallen into a shipping problem. In early December, the warehouse was finally returned to normal, which made him determined to move warehousing back to the inside again.

Chief fashion Officer

This episode did not stop his ambition. Before and after the Spring Festival in 2016, he began to search for new celebrity spokesmen: azalea, Song Jia, Tang Yixin and Wu Lei.

The red fried chickens were taken one by one.

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Pull out the list, confirm the candidate, communicate the contract, these things are totally unfamiliar to the clothes and the products, and have no time to recruit familiar hands. Du Lijiang has agreed all the contracts, and by this way, he has become a half entertainment circle.

He laughs.

With the success stories of Angelababy, it is much easier to win other stars. However, Du Lijiang has a logic for choosing which spokesmen: fashion sense is strong, influential on young people, face value is high, and there is strong sense of substitution.

To this end, he positioned the star strategy as "chief fashion officer". He will customize dozens of sets of clothing for these spokesmen, and then let them choose and wear them again, which is quite different from the previous thin star endorsement mode.

In fact, Du Lijiang's all star strategy can understand the influence of stars on the product's content properties, and dozens of clothes selected by stars are bound to become explosive funds.

And these are the best things for clothing.

In Du Lijiang's view, the logic of celebrity endorsement and net red is similar, and needs to be exposed and commercialized.

In the plan of clothing products, the clothes that are picked will become stars or deducts money in the same way, and the rest will be used for daily sales. The brand of clothing Tiancheng will make more than 15 to 20 sets of the same brand each season, including VCR and photo shooting process, so as to bring more sense of participation to fans.

This idea goes deep into the bottom of the brand.

After the Spring Festival in 2016, Yi Tiancheng has changed a group of brand leaders. Most of the new directors are in the class and have five or six years of design experience. They can output the content for the brand, establish the tonality of the whole brand and maintain the old customers. "Brand personalization and net red branding" are the two main directions of the future electricity supplier. I believe this is a big one.

We choose the direction of brand personalization and believe that we can do it well.

Du Lijiang said.

User experience is the highest standard.

Du Lijiang once thought of making a net red incubator, and the result was not implemented. Now the clothing industry has the infrastructure of mature supply chain, operation, customer service, logistics and so on. In the platform industry chain, it can efficiently make the brand, and some net red incubators need different supply chains to deal with the red net of different levels of people. The efficiency is low, and there is no resultant force. The single volume is generally small and requires a very short delivery date, which is not consistent with his consistent strategy.

In order to make the product quality well, the reasonable delivery period may be an unobviable link. At present, the control level of the cargo's daily life is in the upper middle level. The first 6 weeks, the return to the stock for 1-3 weeks, can be flexible, but it will not shorten the delivery period indefinitely.

On this basis, clothing products began to pay more attention to details. "GB is the minimum standard and user experience is the highest standard".

There is only one question: will you recommend a clothing brand to your friends? If you use 1 to 10 points, 9 to 10 points will be counted as 1 points, 7 to 8 points as 0 points, 1 to 6 points as -1 points, and then statistical scores as a measure of the quality of after-sales service.

Du Lijiang, who claims to be "soft in the ear", is very tough on this issue. He demands that the product experience of clothing products become zero tolerance. For example, if a shirt is wrinkled after washing, customer service needs to prompt users in various ways to ensure their informed consent, rather than complain after finding the problem.

Under such harsh demands, Du Lijiang has confidence in his brand. When it comes to his vision, he boldly claims to be the biggest clothing group in China and even in the world, and achieves 10 billion sales scale in 2020.

With the most cost-effective price, moving the user's style, quality and service, this goal may be more than just talking.