How Long Can The Replicable "Qi MI Model" Burn?

Unlike some shops concentrating on keeping up with several explosions, Qi's thinking of bursting money is to seize the core consumer groups and create a sustained burst group with style support.

Self timer wind and ground life, the way of life is very compatible with the daily habits of Qi Mi fans.

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The unit price is low and the price performance is high, so it also weakens the fans' demand for store performance.

The sun is still hot in July, sweater.

The channel of circulation has already worked.

A tricycle full of sweaters is shuttling across the wide streets, and the goods of each stall are piled up in the mountains, waiting to start at any time.

Countless packaged guests from Beijing, Inner Mongolia and other places will come here to purchase, and the sweater styles on the online platform are mostly from here.

Three or four years ago, some capable stalls began to find another way to seek online breakthroughs.

This is the woolen sweater business park in the outskirts of Jiaxing. According to incomplete statistics, over 2000 stalls are located here.

Qi MI is one of them. In October 2013, Peng Jie turned off the stalls and pformed into Tmall.

To seize the sweater market which is often ignored by women in autumn and winter.

Peng Jie, founder of the "two generation of stalls", parents have more than ten years experience.

Relying on industrial advantages, he did not build his own supply chain and design department. Instead, he chose money and goods from stalls, launched a series of explosions and opened sales quickly, but became the first category of Tmall sweaters.

However, there are too many examples of the popularity of the explosion alone, but many are just a flash in the pan.

Unlike the original design, push series and clear style of traditional brand search, Qi Mi still runs the store around Taobao's customary selling ideas.

After gaining a certain status in a single category, Qi Mi needs to rethink the significance of the brand, because only in this way can he have a longer life cycle.

Secrets of explosive groups

From the sales point of view, the explosive power of Qi MI is amazing.

In 2015, the annual sales volume of Qi Mi increased from 30 million yuan in 2014 to 1.2 billion yuan.

Among them, autumn and winter is the absolute home of sales.

More than 80% of sales came from August after 3-7 months.

The main profit mode of Qi MI is "small profits but quick turnover". Its unit price is 50 yuan, and the passenger price is only 80 yuan, but it can still guarantee more than 10% of net profit.

Therefore, in the case of Limited sales cycle, strengthening the prediction ability of the style, supporting the burst of money and improving sales volume have become the way of Qi MI has been playing all along.

Before that, many shops that were born in this industrial belt have had a short time.

They focused their attention on several explosions, but because they did not produce new models and did not catch up with the continuously developing electricity supplier situation, they were forced to close their stores later.

Will Qi Mi have the same fate?

In this regard, Peng Jie believes that the difference between Qi and Mi lies in the fact that the explosive thinking is to seize the core consumer groups and create a sustained burst group with style support.

Let the new become daily

Generally speaking, clothing brands usually do business planning six months in advance, but they only need a month to pick up the goods and prepare them.

Every day, more than 30 partners will send dozens of clothes to QMI, leaving half of them through the election of Peng Jie, so as to ensure a new quantity of 4-6 yuan per day.

He also kept inventory risk to a minimum, averaging 1-2 days per item.

After the election, we predict the burst.

The usual practice of Qi MI is "passing through cars to check money", that is to say, through popularizing tools, through-train, providing collection, shopping cart, clicks and other data, analyzes the promotion effect, so as to judge whether the product has the potential to become a bomb.

According to Weng Yunhe, an analyst at the World Business School of Commerce, this method is suitable for new products to be loaded frequently, and products are updated quickly.

Under normal circumstances, the average amount of money in shops is more than 500 yuan, and there are nearly 2000 new items in one year.

In last December's statistics, there were more than 50 more than 1000 items sold in stores.

In the back-end supply chain, the company operates the stall + generation plant to ensure the normal operation of the model.

Operations, warehouses and stalls need to be communicated in a timely manner. Once the potential sales blowout is estimated and the stalls are too late to produce, Qi Mi will have to go directly to the corresponding factories for processing, so as to ensure the return within 3-5 days.

Qi Mi's control of the product is pushing the stalls to improve the style and quality.

As the core of the ecological chain, Peng Jie will collect and feedback consumer terminal data to stalls, and then negotiate to enhance quality and win win.

With the rise of single volume, warehouse management is also going to regularized.

In 2015, Qi Mi fully realized the ERP system management, reducing the error rate of the original manual delivery, and timely and accurate delivery.

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Grasp the core group

In less than a year, the number of fans has increased to about 2300000.

In the view of Shao Liqi, the head of operations, the most profound reason for the persistent grasp of the explosion is to understand the core needs of the core group, that is, to provide a cost-effective product for the 18-24 year old student group.

At the old customer level, this year, Qi Mi made the sweater's shelf life ahead of schedule, which was preheated in the summer wear in July. At the same time, he awakened the old sleeping guests by means of micro scout and coupons, only waiting for them to open their wallet in autumn and winter.

At the new customer level, Qi Mi continued to flexibly use the through-train test to improve the retention of the summer clothing with similar style.

In Weng Yunhe's view, the thinking of data operation in the future will become more and more important.

If he can introduce professional teams to analyze data such as sales and users, he may be able to better feed the front-end election.

Grafting "self timer wind"

Due to the low cost and high efficiency, self portrait has been emulated by Taobao shops.

The details page of Qi MI is also quite simple. There is no written copy, only straightforward data and a dozen photos taken from different positions.

This is very rare in Tmall shops.

As a matter of fact, Qi Mi also used the way of model photography at the same time, but it was hard to have a burst.

In August 1, 2015, Qi Mi began to try to use the self timer to pull the new curtain of Autumn Festival.

In October, in the shooting of a lady's bubble sleeve sweater, Qi Mi paid more attention to the coordination of posture and style of dress, shooting with one hand phone, and holding the other hand naturally, showing the appearance of a little woman; matching with scarves, backpacks and other accessories to highlight the overall effect.

Unexpectedly, this sweater was on fire and even spread to the whole platform.

For a while, as long as the search keywords "bubble sleeve", almost all of the products appear in the same group of photos.

From the background data, after that, the cumulative sales volume of over 10000 models increased gradually.

In the case of Qi MI, this verified the connection between the self timer wind and the explosive money and became a turning point for Qi MI.

However, Peng Jie is often worried about whether the Chinese character has a continuous attraction.

So in June of this year, he specifically found some models, photographers and collocs of golden crown shops, following the example of more than 70 new products.

But after the through-train test, the data was not ideal, and the click rate of the new product dropped by dozens of percentage over that of the self timer.

In terms of sales volume and style, Peng Jie finally chose the former.

He believes that the self timer wind and life, more suitable for the daily habits of Qi Mi fans.

The price of sweaters is low and the price performance is high, so it also makes up for the fans' demand for store performance.

Can the "Qi Mi phenomenon" last long?

"Right and wrong."

Perhaps it is modesty, perhaps it is the original meaning, Peng Jie summed up the past 3 years of Qi's development.

There seems to be too much contingency in the eruption of Qi MI, which is a hidden worry for its further development.

First of all, warm winter last year has become a catalyst for sales growth.

The sweater's wearing scene is increasing. There are 7 or 8 kinds of woolen fabrics, and different styles of coat, knitted sweater, bottoming and so on are derived from the fabric.

In addition, the sweater has a longer sales cycle than fur and swimsuit, and can be sold from August to March, second.

Diverse styles and long selling make more and more sellers begin to enter the sweater market, and the competition is increasingly fierce.

Secondly, the design of stalls is still dominated by changing big brands and hot selling styles, which meets the pient needs of certain groups under certain social background.

However, the lack of original ability makes the industry cluster with obvious advantages become a hotbed for product homogenization competition.

At that time, Qi MI, with almost zero design ability and strong dependence on stalls, will be the most direct victim.

Finally, the test of paid promotion and through train, Qi Mi always regarded sales as the main judging standard, and increased the probability of bursting money frequently to a certain extent.

But as an Amoy brand founder questioned, "is it suitable for Tmall to exist?" therefore, with the rapid growth of Qi MI, redefining the brand is a pressing matter of the moment. Global awareness can enhance its brand tonality and connotation.

The first brand of Amoy brands is listed on the market, and the two grade brands are aggressive. Each has its own advantages and tactics.

This year, Qi Mi's sales target was 220 million yuan, Peng Jie said that sales bottlenecks have not yet been encountered.

But he also admitted that the biggest challenge came from the erosion of net red shop and private clothing store.

In this regard, Qi Mi wants to try to find some new growth points by opening up other styles and categories of shops or changing the style of taking pictures.

And after the volume, Qi MI did not rule out the self built design team and supply chain, so as to reduce dependence on stalls.