Brief Introduction Of Quick Iteration Of Net Red Shoe Store

TaoBao

The founder of the shop grape Lee is relying on the decorative wall in FUMI coffee, posing with a casual posture to take a picture of the feet of the new women's shoes.

Ready for the new 7 shoes are ready to enter the final filming stage.

In the past two weeks, every day, the mother of the grapes has been explaining carefully through the new micro-blog style.

Details and feeling on the feet, location shooting is to enhance the fans' desire to buy through the overall matching of the upper foot chart.

2 times a month is a great event for grape Lee.

In order to balance the supply chain, the daily sales volume of grape Lee shops is zero, and the sales volume comes from the new sales volume.

Every time the new, the single sales volume exceeds 10 thousand pairs, the new sales volume is over 10 million, and most of the flow comes from micro-blog's personal mother.

Grape Lee is the first woman in Taobao shoes with its high volume, high price and high sticky fans.

But in

Women's shoes category, grape Lee is not an example, a group of "peacetime sales volume is not obvious, the new explosive force is very strong, usually reaches millions or even tens of millions of levels, and most of the flow comes from the free social platform" for the characteristics of the net shoe store to stand out, subverting the industry's past judgement.

At the beginning of this year, Taobao shoes and footwear category Xiao Er Zhu Mu and his colleagues traveled to Guangzhou, Dongguan, Ningbo and other places.

They take the above description and try to correspond with the businessmen behind them.

Through visits, the business Facebook with these labels gradually became clear: the net red shopkeeper grape Lee, usually there were few products in the shop, and when they got to the new market, they were attacked by the mad. Wang Xiao poison was famous for its hot and sour service attitude, and the product style of a pick side was like a clean stream, and it burst into category Top10 after a long time.

In 2016, Taobao shoes category started dividing business attributes and enhanced operation by the six major characteristic markets, thus precipitating the corresponding style merchants.

The rise of the net red shoe store is just like the origin of the red dress shop.

The red shoe store represented by these businessmen emerges.

There are nearly 100 shops with similar potential in Taobao footwear category.

They accumulated fans because of the outbreak of the red shop. They built their own supply chain to distinguish products and avoid competition in the industry, and took the label of net red shoes store to seize the opportunity of the industry.

Net red is both "Bo Le" and "goddess of choice".

After graduating from college, Wang Xiao poison came to Guangzhou with a 2000 dollar rush and rushed to Shijing to run a woman's shoes.

That was the end of the stall business, and the owner of the smell sensitive shop ran the stalls and opened the Taobao store.

With the advantage of stalls, a group of low cost and fast updating Taobao shoe stores were born.

Wang Xiao poison found out the basic knowledge of women's shoes and followed a Taobao store.

Wang Xiao poison "poison home" women's shoes

At the beginning of the shop, Wang Xiaodu's knowledge of women's shoes was limited to where to buy them, and the basic knowledge of the selection of shoes such as heel height, shoe type and color was still blank.

The recommendation of stall boss has become the main source of information for Wang Xiao poison selection.

In order to better grasp the customers' preferences, Wang Xiao Hua spends more energy communicating with customers. Gradually, some customers will take the initiative to send pictures to let Wang Xiao poison reference: "at that time, many customers would send me pictures of choking little peppers, asking me to help them find the same shoes, as if she would wear anything."

In this way, "choking the small chili peppers" became the first net red to jump into the vision of Wang Xiao poison, and let him find the feeling slowly by referring to the selection of the goddesses.

Jin Wencong, founder of a collection, was encouraged to open shop because of his emphasis on visual and design net red, and emphasized that the product and visual style should be clear at the beginning.

Net red friends in the new year will use a collection of products with new products, or take the initiative to play the model, to provide a product and visual style suggestions.

In contrast, the grape mother will build herself into a net red, so that grape Lee can be more direct with the rise of netting red.

The most notable feature of grape Lee is that most shops do not have products on the shelves. The new explosive force is very strong and can reach tens of millions of levels. It belongs to the first tier network red shop sales, and is also the first category of Taobao shoes category.

And such sales volume, grape Lee traffic camp all come from micro-blog.

Net red rise, shoes as an indispensable part of dress collocation, in the net red early micro-blog interaction, become fans are sought after, can not be ignored accessories.

Net red shoe store has three characteristics at the beginning of its development.

First of all, they continue the product style of the clothing net red, all originate from "celebrity private clothing house".

Secondly, net red is like the "Bo Le" of women's shoes shop, excavating the first batch of shops with style and cost performance, and also instilling content and product operation mode. It is good at draining free social platforms such as micro-blog and WeChat.

Finally, from the point of time, they have intentionally or unwittingly caught the rapid development of the net red shop.

Women's shoes supply chain under self-made mode

The rise of net red shoe store is not surprising. Shoes, as an indispensable part of dress collocation, are the topics of common concern of net red and fans. The style of net red shoes continues with the red style of clothing net, which is also corroborated by this.

Due to the influence of product attributes, the supply chain threshold of women's shoes is higher than that of the apparel industry. This makes the red shoe store surfaced by the Internet, making products from the production process, and gradually relying on products to win, which is different from low price, low price performance, and shops selling goods.

"There are many pits in the factory, which are very important to the concept of production managers."

Wang Xiao poison did not build its own factory, but there were exclusive factories, and the volume of the factory was proportional to the sales volume of the shop.

Today, the factory covers more than 50% of the volume of the shop, and has the functions of developing products. The small flexible move will also be placed in this factory for production.

High quality production technology also means the upgrading of cooperation threshold.

The three cooperative factories of grape Lee are all manufacturers of luxury brands, which are characterized by high standards of mechanization in Europe and the United States.

However, there is a certain threshold for prying such factories. For example, the quantity of a single order is not less than 1000 pairs, which ensures long-term stable quantity and the cost of production is obviously higher than that of peers.

In addition to the continuation of style, the selling way of net red shoe store is exactly the same as that of clothing net, and it adopts small batch production + pre-sale mode.

First of all, the production cost of women's shoes is higher than that of clothing, and the same amount of money invested has a lower number of products.

Secondly, small single volume operation can avoid inventory risk, but it needs to rely on flexible production lines to shorten the time to make up the purchase experience.

But grape Lee said frankly, most fabrics are mainly imported leather materials, and the replenishment cycle is long. If we prepare 5000 pairs of stock on the new market, we will prepare another 5000 pairs of supplementary materials. "This is still a conservative way of stocking."

The conservative production of grape Lee stems from the strict production scheduling of large factories, which can not temporarily adjust the production rhythm or add small orders, so the sales terminals must cooperate and sacrifice.

Because sales are greater than the production limit of the supply chain, in order not to disrupt the normal production schedule, grape Lee products can not be daily shelves, and can only be arranged two times a month to open regularly to buy links.

Compared with the thousands of shop sizes, the net red shoe store has no large-scale rise.

According to Lu Mu, on the one hand, women's shoes are not like mainstream clothing category, and consumers' demand for shoes is relatively small. On the other hand, the entry threshold of industries is high, the supply chain of shoes is difficult to control, and the cost is high.

{page_break}

For the upper reaches of the industry, net red shoe store is still a new topic.

Compared with the pace and depth of the pformation of the apparel supply chain by the red shop, the overall development of the net red shoe store has not failed to subvert the supply chain.

These factories are relatively concentrated in Guangzhou and other places, mainly export trade and domestic manufacturers. Different factory backgrounds and production concepts vary greatly.

It turned out to be a red shoe store like this.

In 2015, known as the year of net red rise, the net Red Army headed by Zhang Dayi and Papi sauce carried the strong capital into the public eye, and the net red mode was highly praised.

Usually, net red is good at using social media to attract fans. It is a model of trying content marketing, linking up the supply chain behind the back, and supporting the pre-sale method of small quantity and multiple batches.

Net red shoes store with the power of net red to accumulate primitive power, but because of the different genes and soil born, there is a subtle difference between the red and the clothing net. The costumes draw a contrast between the three aspects of systematic operation of fans, marketing ability and stocking ability, trying to find a shortcut for fast online iteration.

1. systematic operation of fans: personal network red or shop net red

As long as the dress net red rose, micro-blog was already the base of net red, and the net red shoe shop was no exception.

Grape mother is good at running micro-blog, and is the only shop in the net shoe store.

She accumulates fans by sharing dressing styles, and helps fans to accurately select their money through interaction with fans in an uninterrupted and high-density way.

At the same time, the image of grape mother is more personal, closer and has a natural sense of trust.

Grape Lee shops flow almost to individual micro-blog.

Micro-blog is the only channel to communicate with fans. By taking the shoes as the topic of high frequency, we try to show the experience of wearing pictures, introduce the experience of wearing, record the videos, introduce the details of the products, even open the factories of shoe making, deconstruct every production process, and constantly enhance the sense of trust and desire to buy.

Micro-blog's marketing has not highlighted its personal image.

Before the shop opened, ah bid first registered a micro-blog of micro-blog, and broadcast every link of the first batch of products produced on micro-blog, producing exquisite pictures, story telling styles, styles that are different from the market, and adding Internet red friends to make the first batch of trying models.

Such a way of online, let a pick on the basis of no products, it has over 10000 fans.

Women's shoes in autumn and winter

For more net red shoes store, micro-blog plays a bridge to communicate with customers. Micro-blog account is mainly based on official account of store, micro-blog releases product preview and forwarding Buyer show to maintain the relationship between old customers.

Wang Xiao poison is an early registered micro-blog account merchant, but it did not push the shopkeeper's personal details to the fans.

Fans of net red shoe store are concerned about product centered shop dynamics. They are fans of products.

Fans of the clothing net red, besides buying attributes, also have fans' attributes. It is a supporter of net red and has a more progressive relationship.

2. marketing capability: content oriented

Similar to clothing, net red shoe store is not only a leader in sales, but also dare to taste in content channels and marketing methods.

"We are willing to try these interesting and useful channels."

Live direct fire, Wang Xiao poison will be changed into a live broadcast mode, with millions of fans shop, the number of people watching is 3000.

If it is a good marketing method, it will stick to it.

For example, the store's baby details page.

From the beginning of the delivery phase, Wang Xiaodu introduced products with direct and sharp statements, instead of traditional descriptions without feelings and descriptions.

After opening homemade, Wang Xiaodu will turn the enthusiasm of research and development of every product into language, make baby description, do not blindly intimate marketing way, the hot product description style, so that many customers become fans of the shop.

In addition to text, video, pictures, etc., these shops are good at using.

Grape Lee in micro-blog product preview, will use pictures, text description intensive description, predict can sell or work hard style, will record video, once again shooting to explain difficulties and shoes characteristics.

Grape Lee shooting posters for new products

3. reserve capacity: finding the right rhythm

Small quantity and multiple batches are the most popular light storage methods under the net red mode. Based on this way of sales, it is a stable and flexible mode of production.

The mode of production that each store can coordinate and establish is different according to individual idea, store size, industry rule and so on. Therefore, it is the key to win the net shoe store to identify the stocking rhythm established on its own supply chain.

Grape Lee cooperation large factory, although slightly passive in production rhythm, but according to the way of payment and forecast, appropriately relax the number of stockings for the first and the supplementary sheet, at the same time, it will lead the R & D period of the basic products, and cooperate with the popular popular selling season developed rapidly.

Wang Xiao poison's shop is mainly based on the basic fund, the product update rhythm is fast, every quarter has hundreds of new items, every time the new 30 sections, after the pre-sale, then placed the order, not ready for the spot production.

But this is not a healthy way of operation. Wang Xiaodu is trying to improve the user experience with a small amount of cash plus a pre-sale supplement.

Deep into Taobao

There are not many red shoe stores, but women's shoes industry is relatively vertical, and more hatching in the "private service Museum", resulting in a certain phenomenon of product homogenization.

At the same time, the supply chain is centralized, the processing cost is pparent, and the premium space is small.

Net red shoe store is constantly upgrading its product quality, striving for a certain premium capability, laying the foundation for branding.

Grapes Lee single and double shoes, the highest sales volume of 60 thousand pairs, low price but high quality, so that fans taste the price performance.

Grape Lee in the production process and materials close to the big card, to ensure product quality, at the same time, making production costs even higher than the price of some peers.

The sense of crisis of net red shoe store comes from the fact that the fans' foundation is not stable, and the supply chain is also in the initial stage of collision.

In the early days, fans were accumulated by net red recommendation, and then the fans were precipitated through the products. It is necessary for shops to form differentiated barriers in competition and make more distinctive development.

For this reason, some attempts are launched in a small scope.

Because the starting point is low, the volume is small and flexible.

However, he thinks that the product design and visual style are lagging behind due to the improvement of single volume. In order to make the shop more stylish, he decided to move the new studio to Guangzhou, which can attract more talented young people to join the team.

A recent product of Jian Fang

Grape Lee registered brand, the first time on the new found luxury brand founder personally designed, seamless docking with the big brand design.

Strangely, three shops in these four shops were not operating, and they did not participate in double 11 or other promotions until last year.

Net red shoe store's current practice is still to focus on maintaining the old customers, but did not make use of Taobao shops' private plots to mine potential customers.

Women's shoes industry is facing fierce competition. Before that, the stereotyped image of running volume and price war is being broken by the emergence of the red shoe store.