What Is So Great About "Little Black Dress" That It Is So Bold?

An ordinary shop sells only one small piece.

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Isn't that amazing?

What is even more surprising is that the line is only 4 months away.

Crazily attracted 600 thousand fans, exploded the circle of friends, and sold 23 thousand small black dresses.

At the end of September last year, "SOIREE luxury small black dress" received the founding partner of Hong Tai, Sheng Xitai's olive branch, and got two million RMB Angel wheel financing of Hongtai fund.

What does this "small black dress" have to make it so "bold"!?

Accurate positioning is the soul.

Every woman should have a skirt in her wardrobe, and a dress is indispensable. A woman wearing a dress often becomes a pronoun of elegance and elegance.

And in the dress, black is the most special.

The dress is collocated with black. Besides showing the curvy beauty of women, it also reveals the unique mature beauty exhibition of women.

This black dress is loved and sought after by women because of its feminine beauty and practical style.

Among the many electronic business platforms, one of them specializes in business.

The electronic business platform of skirt is small black dress.

Marketing Master Philip Kotler summed up in "marketing management": "positioning is the design of the company's products, so that it can occupy a unique and valuable position in the minds of the target customers."

Positioning is like the soul of an enterprise. With good positioning, the enterprise has the benchmarking and direction of development and advancement, so that we can sail through the wind and waves in the fierce market competition.

Positioning is the basis for the production operation of enterprises, and its importance can be seen.

Small black dress management team knows the importance of positioning, so in the early stage of entering the market, its creation team through a lot of data research and market analysis, and finally came to the conclusion that skirt is the essential thing in women's wardrobe, while the skirt skirt, the black skirt's versatile character and noble and elegant temperament attribute often make women "can't stop".

It is through this precise analysis that we have grasped the psychology of the vast majority of female consumers.

Quality is the best way.

For consumers, compared to whitewashing gorgeous products appearance, consumers tend to be more interested in the product's performance, that is, quality.

Just like the appearance of a human being, even though the appearance is beautiful and moving, it can not reach the daggers of the years. If there is no rich spiritual connotation and deep thinking, only the withered and rotten body and the old face will be left behind.

For this reason, the production team of Xiao Hei group can achieve "fault finding" quality in terms of product quality.

We should pay attention to the design of clothing, the appearance and fabric selection of each product, and the level of sewing.

The little black dress invited a large number of designers, each design only a small black skirt, priced between 299 and 599 yuan, around the 20 to 40 years old pan professional women group daily dressing scene, launched the leisure, sports, dress and other types of small black skirt goods, even the dress, the price is only 1000 yuan.

Among them, many designers are cross-border designers, because these crossover designers in all walks of life know more about users' needs, and combine practicality with fashion design concepts to best meet consumer needs.

As the old saying goes, "good deeds do not go out, bad things spread for miles." in fact, today's era is a fast age of information dissemination, and even good deeds can be passed "thousands of miles".

Because of the excellent products, the small black dress has formed a good reputation in the electricity business community, and has attracted a large number of fans.

Innovative sales model, fans of fans

Fast and effective sales methods are often the key and indispensable part for enterprises to enter and expand the market and survive in fierce and fierce market competition.

"Wine is also afraid of deep alley". In order to make the brand bigger and stronger, marketing is a very important help.

Wang Siming, a small black dress CEO, said: "brand communication should make use of the strength of minimalism. It can make it easier for the communication objects to understand you in the dissemination, know what you are doing, how to participate, and generate links with the platform with the fastest speed.

The social sharing mode behind the little black dress is the secret to realize the frenzied forwarding of powder aspiration in the circle of friends.

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In this world, everyone is not absolutely isolated. Through the bridge of interpersonal and social interaction, small black skirt has built up a huge and strong sales network.

What exactly is this sales network?

Every buyer who buys a little black skirt can get a two-dimensional code of his own after the end of the consumption. As long as someone is scanning his two-dimensional code to buy a little black dress, the owner of the two-dimensional code can get the corresponding proportion of cash back; and the two-dimensional code of the master's two degree and three degree scanning can also bring benefits to the owner of the two-dimensional code.

Each small black skirt is sold to share promoters to 30% of the price.

This socialized marketing has pformed consumers into consumers, and they have become the two degree sellers of black dresses.

Because for the majority of women, this sales model can accurately capture the psychology of the vast majority of women: while satisfying their shopping desires, they can still make money.

Because of this, small black dress gradually formed a large and stable fans.

At present, 70% users have been rewarded by the platform, with a conversion rate of 3% (the conversion rate of general electricity providers is only 0.8%~1.5%).

One of the boys bought a little black dress in December 6th and sold more than 1 million of it on the 14 day. The award was over 100 thousand.

At the same time, for the vast number of distributors, there is no need to purchase goods, no need to store up goods, orders are uniformly accepted by merchants, unified delivery, there is no worry at all.

Second, as long as someone buys through your promotional links, you can get commission, which is similar to Taobao.

You can get a certain percentage of commission from the lower and lower distributors that you develop, and you can get big profits at low cost. It is not difficult to develop distributors.

This sales model has achieved the effect of "killing two birds with one stone".

First, the vast number of consumers as their "invisible" advertising promoters and sellers, not only the brand word of mouth, but also saved a lot of advertising investment funds.

At the same time, the scope of sales has been expanded, and the distribution of all the people has been expanded. Customer recommendation and precision marketing have been achieved through WeChat, so as to realize the zero cost and ubiquitous industrial status of the company.

Second, it solved the problem of inventory backlog and profit distribution, and convenient distributors' control and control. Merchants could control all the information of distributors at any time and anywhere, and could also achieve the precipitation and aggregation of all channel customers.

Although the black skirt is in good operation at present, Wang Siming's ambition is obviously more than that.

He said, "although we can only make a little black dress on the dress, we want to build a pan life platform for women in the future.

Because what we need to do is not just a business model, but also a thinking and vision for entrepreneurs to stand in the perspective of history and culture, and create a brand culture belonging to SOIREE luxurious black skirt.