How Did Wu Lei Increase GXG Online Sales By 100% Over The Same Period Last Year?

Wu Lei, who was born in advertising, entered in 2009.

In the past 7 years, the industry has been engaged in customer service, planning, promotion, vision and other related e-commerce operations.

Brand GXG, vice general manager of the electricity supplier.

Starting from March this year, the overall sales growth of GXG accelerated, Wu Lei said: from May to now, the whole online sales increased by nearly 100% over the same period last year, "this is based on the whole back-end step by step with the online and offline channel synergy."

You asked me the dialogue, Wu Lei.

Q: netizens

A:GXG deputy general manager Wu Lei

1, netizens question: in your opinion, how did the brand effect of GXG first come into being? And what are the effects of the inherent brand effect on the new online operation promotion?

Answer: GXG at the beginning.

The effect is caused by offline channels. The initial impetus for the rapid growth of GXG online operation comes from the endorsement of offline channels. Later, along with the rapid development of online channels, it also complements and influences the offline channels. The inherent brand effect of offline brands can quickly help channel cognition.

2, netizens question: at present, more and more big brands begin to play the combination of online and offline marketing. What do you think the relationship between online and offline should be? And what are the problems that traditional brands will encounter when they are online and offline?

Answer: the two channels of online and offline must be integrated with each other in the future. The channel integration will take shape in the next 1-3 years. There will be no completely separated brands from the online industry in the next few years. The online and offline industries will be mutually affected and mutually promoted. The Internet is more of a tool and a tool to help traditional retailers achieve pformation and upgrading.

But at present, there are many problems in the process of integration, such as the division of interests among agents, the pformation of traditional supply chain mode, the change of organizational structure, the upgrading and pformation of the system, and so on. There are all solutions, but the most difficult part is that the inherent benefit distribution system and inertia force need time to solve.

3, netizens question: Wu, if you have a product in your hand, how will you operate it to break through?

A: Although this problem is relatively focused, it is relatively large, because different ways of handling different types of goods are different, and we don't know what kind of products, prices, positioning and so on. Therefore, we do not know how to reply. But generally speaking, any commodity must first analyze product planning ideas, target consumers, and then think about the contents and channels of marketing.

4, netizens question: I have a Menswear Taobao shop, but found that the promotion of men's clothing is particularly high, but the traffic can not get much, in the operation of men's wear Taobao shop, do you have any good suggestions?

Answer: personal suggestions, first of all, think about the location of products or brands in your own shop, and only think about the location before you can think about your target customers. These are the premises. The premise is to understand the marketing problems again. Do not think about the search mechanism, the flow distribution rules, the direct vehicle explosion and so on. First, if you do not understand your location and think directly, the result will be very difficult, because the extensive development stage of the electronic commerce has passed. In the future, you will not form a large and full brand group or ecosystem, or you should cut down the sub category, and really make a small and beautiful product with profit.

5, netizens question: do not know if Wu can disclose, what is the highest promotion method of GXG at present?

Answer: the highest promotion mode of GXG is the proportion of drilling and exhibition, accounting for 5% of the total, the overall GXG brand promotion accounted for about 7% of the whole year. From the perspective of pformation, many resources outside the station are worth trying and developing, but the total ROI is still far behind the station, but from the perspective of brand marketing, it encourages all channels to be tried.

6, netizens question: in the impression of Wu, what is the most successful marketing activity on GXG online marketing? Can you give a brief introduction?

Answer: the most successful one, I really don't think I have seen from an advertising professional.

Because the development time of the electricity supplier is fast but not long, most of them still stay in the stage of discount and promotion at the stage of thematic slogans. A real marketing is a content creation with accurate target audience and product vocalization and good advertising effect.

But I have to choose one. I think "gxgjeans is free from rain." in the context of that year, it can be done from the perspective of copywriting creativity.

7, netizens question: in your opinion, what elements do you need to have a qualified menswear operator? And what indicators do you use to assess his work?

A: if you want to be a qualified menswear operator, I think the most important thing is to have operational logic and know how to coordinate marketing, commodities, customer service and other links around the logic of its operation, because the operation is not difficult to spread from the promotion or merchandise, but the operation pays attention to efficiency and collaboration.

Specific assessment of the individual feel that a mature operation only needs to examine the sales target and net profit two main indicators.

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8, netizens question: do you think it's still a good time to do C store in high-end men's clothing?

A: from a very fine subdivision, if the supply chain and products have the advantage, there are still opportunities, and individuals think that the opportunities for C stores are greater than Tmall, and the opportunities under the line are greater than those on the line, but no matter which channel needs to use the internet tool well.

9, netizens question: what is the biggest difficulty that GXG encountered when walking to the line? How to overcome it?

Answer: I think the biggest difficulty is the rapid development of brand consumer iteration and then promote the upgrading of brand products. At this time, we need to re position the brand style to make adjustments; secondly, the integration of online and offline retailing at the present stage. We need to solve the problems of the division of interests among agents, the pformation of traditional supply chain mode, the change of organizational structure, and the upgrading of the system.

10, netizens question: is there any book or movie that Wu can recommend to the electricity supplier? What activities do the general Wu clubs take to relax themselves?

Answer: books and films are relatively few from the perspective of e-commerce. But I think a person who takes charge of the whole market should have a high degree of depth and depth. Personally, I prefer books on macroscopical aspects such as history, population migration and so on.

I am a fashionable and retro little Wen Qing. I can relax myself by watching art films, walking to places without people, raising meat and collecting old things.

Concluding remarks

Wu Lei, who was a straightforward nature, did not mix up the shelves of the business circle for many years in the interview. He would laugh and laugh when he chatted.

In his view, today, GXG's full channel system has been able to get through online and offline products. The online platform can clearly identify the offline stores, quantities and addresses of the simultaneous merchandise sales, and the two system upgrade will be completed in late August, when online sales orders can be sent to stores and shipped directly, and at the same time they will complete the action of order online delivery under various scenes of the line. He said: "all of these will help the integration development of online and offline under the help of double 11".