Electricity Supplier Era: Natural Selection, Survival Of The Fittest

The competition in the shoe and clothing market is becoming more and more intense, and the brand competition is constantly on the rise.

How to better adjust the brand pace and meet the challenges of the market has become a strong black horse in the market of men's shoes and clothing.

Faced with traditional brands joining

When the team and the online independent brand share the thick soup, how can TAKUM go ahead?

This reporter interviewed Li Bo, the founder of TAKUM brand, to see how the post-80s senior electric businessman read.

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Q: in such an era of change, traditional brands need to be reborn, and new brands need to cater to the trend of the times.

As "fast fashion", "slow fashion" and "simple fashion" have become popular in the market, TAKUM has gone back to the concept of "tedious fashion". What is the original intention of choosing a brand like this?

A: choose TAKUM because it is different from other brand positioning, that is, tedious fashion.

Another important point is that I value the Japanese designer KENICHISATO (Misaki Sato Kenichi) who works with me, with his own characteristics of "fashion vane". I believe that no matter how depressed the market is, the brand will have its own value.

Unlike other fashion men's shoes and clothing brands, TAKUM's design style pursues a little embellishment in color. Especially in shoes products, the brand characteristics are brought to the extreme, with "hip hop" as the main leisure style, and lazy with a little literary and artistic style.

And this kind of fan is more suitable for the young and fashionable consumer groups who love the fashion 90 years ago, and this is the market I want to do, a "small world" which only belongs to my own brand.

Q: some people say that a personality brand must have a very personality boss. So, as a brand founder of TAKUM, which is strictly different from the same kind of shoes and clothing products, is your interpretation of fashion incorporated into your personality?

A: in my opinion, fashion is the so-called personal fashion. I worship a kind of person who doesn't care about other people's vision, how to wear it and how to wear it himself.

Of course, fashion is not defined, but I believe that if you trust yourself, be confident, have ideas and creativity, your fashion is a unique fashion, no one can copy it.

The fashion in my mind is the same. It must be the brand that breaks the traditional boundaries and persists in taking the personality line.

I like freedom, so I give my team the same free space, and I have been infected in the e-business circle for ten years. I am still pursuing a dream of "affecting people's fashion clothes".

As long as your brand has a strong market positioning, precise product positioning and first-class service, the most important thing is not to follow blindly and rush to expand the scale. So it is not difficult to start a brand. While I personally like the tedious style of TAKUM, I also advocate simplicity and efficiency in doing things.

Q: can you disclose the current development of TAKUM?

A: from 2008 to the 09 year, the earning performance is very good, and this year, we can gain profits steadily.

In terms of the sales situation of the platform, we can take profits on the basis of self-sufficiency and increase details, such as increasing the construction of after-sales service and improving the production line.

Although TAKUM has a small influence, but it is not enough to be a mature brand based on the footwear industry, so next we will use more time to make it mature, TAKUM products are divided into footwear and clothing categories, the two share is 3:72013 will increase the proportion of footwear, vertical development.

In terms of horizontal development, we do not want to make the market bigger. We only need to make the market more sophisticated after the brand has matured, and then make full preparations in the following market segments.

We don't care much about brand fans, as long as those who know fashion taste become a fixed consumer.

I hope this brand will not be big in the future. I do not want to make the brand like Baleno and JACK&JONES. I want to make TAKUM a circle. The purchase of TAKUM must be a group of young people who have dreams, pursue fashion, and have hope for life.

And my brand will never open shop online, it originated on the line, then it should maintain the largest international popularity online, and meet the needs of the world's first tier cities to survive. I think this is what TAKUM will do now and in the future.

The development of Q: e-commerce in China is relatively late, and even so far it has brought people's doubts about it step by step, and the whole e-commerce development is not very good now, so as a self created brand, we must rely on it.

Survive, have you experienced any entrepreneurial experience in some traditional industries?

A: first of all, when I made this brand, I tried to run in traditional industries, and finally failed.

So I asked for a sentence in my mind: interlacing is like a mountain pass, and the line is totally different from that under the line. This is exactly the same as that of the tower and the subway, but it is the work of the workers, but it is totally two industries.

In fact, the earliest.

The cost is very low, which is so low that you can't imagine it. A person can open an online shop with one wire, one computer, and the cost is still low until the brand is made. We have a team of 10 to 15 people, less than 100 to 2 million of the running water. This is very impressive.

But this era has passed, because the cost of online promotion is much higher than that of offline. In the early days, when we made the brand in China, the charges were also very high. This is the most difficult thing I have ever experienced, and such a thing is the objective fact of universal existence. It is also the development bottleneck for all brands to take the e-commerce route.

So what I can do is not to go through the explosive line. In the price war, consumers who like my brand will still patronize me no matter whether or not I reduce the price, which at least reduces the vicious circle of disproportionate cost and sales.

Q: a good brand must be carefully arranged by managers. First, we should start with consumer awareness. What promotion did TAKUM make when it first created a brand?

When A:TAKUM first created a brand, promotion also belonged to personalities.

Our customers are not what kind of goods he wants, but let him cater for TAKUM products.

At that time, there was no micro-blog, only Kaixin net. We implanted a lot of advertisements in Kaixin net. This advertisement had a world cup at that time, and the World Cup stars wore TAKUM in their lives.

I also made a brand recognition, that is, our brand is more of a trainer, tell you how to express fashion, tell you how to pursue your own fashion, that is, we are doing some leading fashion.

At the same time, we will give customers a description of our brand. Every time a paction is made, our customer service staff will call the customer to find out why he will buy our products, and feel where our products are good and what needs improvement at the same time.

Among them, there are artists, fashion stylists, makeup artists, and peers in the industry.

And I am most gratified that some of my colleagues will not buy their own clothes but will buy TAKUM.

The main thread of TAKUM promotion is how to make customers turn back.

And it can do the most frequent customers, and later it did.

As Taobao's return rate is an important criterion for measuring a brand, generally speaking, the turnover rate of merchants will be 8 to 10, but TAKUM's customer turnover rate is more than 25%.

Q:TAKUM as a personalized fashion brand, has a fixed consumer group, but it is mainly traffic and price.

In the world, it is easy to lose users.

How can we keep a fixed consumer group?

A: I am pretty sure that it is impossible to retain consumers first by price orientation.

Customers who want to keep you depend on the value of the product itself and the brand behind it.

Q: can you talk about the development of men's clothing brand and China?

The trend of development?

A: Nowadays, the brand of online shoes and clothing is not like before 2007. At that time, we revere a saying that "the early bird has food to eat."

It's not just getting into the industry that we can make money early, but birds need to get up early and work hard to get food everywhere. Especially in the capital winter of the end of 2010, it is hard to do well without their original accumulation and existing brand resources.

Under the "horn", the brands are ultimately faced with competition resources and capital. Obviously, this trend is not very optimistic.

But finding ways to survive in the current situation is a top priority for all independent brands.

In the commercial "muddy water", it is just market "loach", which can only thrive in the good market ecosystem.

This is natural selection and survival of the fittest.