Ma Ma: Promoting The Test Price Of Water In The Middle Of The Year

We decided to try the multiple price band strategy to expand the previous single price range to five price bands to attract people of different purchasing power to expand the market.

Max Ma extends the concept of "Chao" to a broader field.

In the past, there were two colorful lines and high-speed lines.

On the basis of this line, this year, marma also opened up a simple trend card.

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In the warehouse of the Ma Ma brand, nearly 200 thousand items are arranged in a neat style and style.

This is specially prepared for the carnival of Tmall 618 fans.

Three months ago, from the beginning of the spring breeze of Tmall, marma had made every effort to prepare for this big push.

Deputy general manager Wang Honghui told reporters: "in the middle of the year to promote the equivalent of the first half of the double 11, is a year in addition to double 11 outside the highest level of large-scale activities, so for marma is strategic significance."

Marmor is a flagship who plays the leading role in Europe and the United States. Because of its unique positioning and brand attributes, the Tmall store, which pformed the online brand from the offline wholesale pformation line in October 2014, relied on several explosive funds and stepped on the rhythm, and quickly joined the two tier ladder team.

In order to maintain rapid growth, marma is constantly exploring, and with the help of this year's centralized preparation, the pformation of its price and positioning strategy will be tested by the market. "It is the first major practical exercise."

Wang Honghui sighed.

The "price belt" strategy of promoting test water in the middle of next year

At the end of last year, marma decided to take some strategies in terms of price. "Marmar usually does not take part in price reduction activities very often. Only in the middle of the year, during the double 11 period, we really started the price discount by taking low price products with shelves and new products at a discount, and also regarded as one of the most important methods of operation this year."

Wang Honghui said.

This is the beginning of this year.

In view of the pressure of brand development and the increasingly fierce competition in the entire garment market, Marshall decided to try the multiple price band strategy in the following autumn and winter to expand the previous single price range to five price bands, so as to attract people with different purchasing power to expand the market.

First, the lowest flow price belt, the former part of the heavy industry and complex technology to highlight the simple process and cost-effective, small profits and quick sales, in order to attract more consumers; second, low price belt, to ensure that there is a certain sales volume at the same time profits; third, the normal price band, that is, from the 2014 to the present conventional price, the summer clothing conventional style price is 150-300 yuan; fourth, the high price band, the price of the product with distinct personality and competitive market, and pursue a higher profit margin; fifth, the style and image is small, the image is vivid, and has the heavy industry, the craft complex brand characteristic, in order to maintain the Marmor style image and the overall tonality.

Nevertheless, relative to past average prices, the proportion of products with medium and high prices remained above 70%.

Keep accurate stock and keep the whole category balanced.

Wang Honghui confessed that, although marma was a fast growing Internet brand, it was still afraid to do a doubling of sales. Last year, the final turnover was more than 5 million, as well as a reference to weekday data, which was estimated to be around 8 million this year.

By the end of June 17th, Ma Ma had about 190 thousand stocks ready for the middle of the year, which was equivalent to its 45 day sales cycle.

"At present, the stock is accurate and healthy."

In terms of clothing styles, this is mostly based on Seasonal Summer wear and a small amount of spring and autumn clothes.

In addition, marma extends the concept of "Chao" to a wider field.

On the basis of the past two lines of colorful lines and high-speed lines, this year, marma also opened up a simple design for the tide, but the proportion will remain at 10%.

In the past, Ma Ma was mainly confined to baseball clothes, T-shirts and jeans. This spring, Ma Ma began to pay attention to the balance of category structure, and made breakthroughs in the past vulnerable categories such as shirts, jeans, shorts and so on, and launched a series of products with themes.

According to Wang Honghui, marmar has made dozens of products for more than 3000 monthly sales this summer.

"Tmall 618" will undoubtedly bring more concentrated traffic to marmar, and test the pformation of products and price strategies, so as to cope with the real autumn and winter sales in the clothing industry.

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Members, net red, live broadcast, operation follows the draught.

Today, the number of shops has exceeded 1 million 670 thousand.

At the beginning of this year, marmar set up a five member department. First of all, we made a comprehensive activation and wake-up call for the former members who lost their jobs by issuing care methods such as no threshold coupons and no prepaid gifts. Secondly, we improved the activity by interacting with the silverwire through WeChat building and micro posting. Third, in the middle of the year to promote the warm-up stage, Ma Ma paid about 200 thousand yuan of directional cash red packets.

In addition, in terms of communication strategy, marma not only promoted the exposure of the products with the help of net red realisation, but also tried to reach consumers more closely in live broadcast.

But this is still in the exploratory stage.

After more than a year of online operation experience, Wang Honghui admitted that the current operation and customer service team has been relatively stable, which can cope with the "Tmall 618" centralized demand. When the double 11 is ready for war, it will probably substantially increase; and in warehouse distribution and delivery manpower, the accuracy rate of the warehouse built by Ma Ma has exceeded 99.5%, and the daily delivery and delivery capacity can reach 10 thousand orders per day. Because of its own factory, it is necessary to make some manpower deployment within the company to ensure the distribution of goods in the middle of the year.