Yang Ling, A Brand Name Bug, Briefly Describes The Essence Of Marketing.

"When I mention 2 million fans, my tears will burst into tears. They are the reason why the worm can persist until now."

In December 28th,

Yang Ling, the founder of bug, is in the lead.

The media hosted the "2016 new Internet commerce summit" to confession to fans.

According to the world's clothing and footwear net, 2015 has been upgrading its brand and upgrading its supply chain in 2016. It insisted on product style and import in 100 years.

IP crossover, community content operations, etc., still live broadcast air outlet will play a classic case.

And after the ups and downs of the electricity business, the three gold crown Taobao shop, which opened 11 years ago, still firmly believes in the two principles: first, do well in products and achieve the ultimate goal; second, do customer service well.

This is the fundamental way of marketing.

The following is the speech of the worm.

Good afternoon, everyone. My name is bug, the founder of Taobao three golden crown shop bug.

This morning, I heard Alibaba group CEO Xiaoyao Zi said that eight years ago, he and insiders analyzed eight years later, the Amoy brands left behind were few, and there might be only 3-5.

The bug has been founded for 11 years. Fortunately, the worm is one of the few left behind. I think the worm is a miracle.

I am very nervous when I am here today. For 11 years, I have never shared with you on such a big stage.

I have two purposes, one of which is to show my loved ones, please be my witnesses.

I would like to confer that 2 million followers have been following the bug for 11 years. I really love them very much. Without them, the worm will not last for 11 years.

This is a very good opportunity to spit out my thoughts for 11 years.

"My dearest worms, today is December 28, 2016. From today on, no matter health or sickness, whether happiness or misery, whether rich or poor, I will always love you and love you and be loyal to you forever and ever."

Three reasons for the bug called "God shop"

In the past 11 years, the insect has gone through several major stages, and the official brand upgrade began in 2015.

In 2005, we caught up with the best period of Taobao. Our style was located in high-end European and American women's clothing. In 2009, we were the first billion women's wear shop. We won the first place in the annual women's wear shop. The designer Zhang Tianai created the "Love Bug" series, creating a new game for Taobao's joint celebrities. In the 2010-2012 year, the worm reclaimed Taobao's annual women's clothing store TOP3.

In 2011, the insect sold more than 30 thousand small shawls on the same day at Juhuasuan.

Because of the supply chain problem, the guests reflected part of the chemical fiber, and finally we decided to take out real gold and silver to pay all the customers.

From this incident, we know that we should strengthen the supply chain and provide good products to our consumers.

In 2013, camels injected small insects and opened the branding process of IP and celebrity cooperation.

Thanks to Wan Tong (Note: Wan Jingang, chairman of Guangdong camel Garments Co., Ltd.), without him, the worm will not change much in 2015 and 2016.

In 2015, we went out for 100 days, which is well known in the Taobao circle.

At that time, the monthly sales volume was 20 million yuan, and the three month was 60 million yuan. Many people called me and asked, what do you really want to do?

It was a very difficult decision.

We will not only lose tens of millions of dollars, but also lose fans.

But we must step out of this step and brand ourselves.

In 100 days later, why can bugs keep the industry TOP10 in 2016? The industry called us "God shop", where is God?

First, the product is very divine.

I have been doing this for 11 years, and I haven't lost my passion until now. When I see clothes that are nice or can be shared with worms, there will be a state of madness.

I always put the product first in my bones.

For 100 days, we went to integrate the supply chain and find better products to feed the worms.

We went to Japan and introduced the seamless knitting of Japanese island fine machinery to China. On the first day of its opening, many fans came to buy it, and even more than one.

We are also working with Italy top cashmere yarns, high-end designers, Zhou Yangjie and German designer Mike. We must share the most touching and most warm products to worms.

Second, the price is very divine.

The bug's customers are very high-end and have strong purchasing power.

Our average price is above 800 yuan, and the price of the single product is up to 30 thousand yuan.

When "double 12" 0-2 points, the maximum consumption amount of a guest reaches 100 thousand; "double 11", our TOP10 consumption amount is the lowest 35 thousand yuan.

The rate of repeat purchase for old customers is very high, reaching 45%.

Third, the content is very divine.

The bug's vision is very good. It's a benchmark.

I absolutely will not allow others to interfere in vision and products. I love my guests too much. I think I know them better. This is the lifeblood of worms. I want to firmly grasp them.

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Marketing is based on products and fans.

We have done a lot of fan interaction, in Beijing, Shenzhen, Shanghai, several major cities to buyers meeting, new product launches, we will also live broadcast, often receive many love letters, and every time I see their love letters, I will further enhance my determination to do the product well.

Many people say that insect marketing is very powerful, but I am particularly ashamed to hear this. "Little worms have little marketing," because our old customers are very stable. Their purchasing power can support the sale of small insects for several hundred million dollars a year. We have not budgeted for this in this respect; the proportion of advertisements in small animals in advertising is only 1%;

The 100 days of fleeing Taobao in 2015 were the pformation of the brand of small insects. In 2016, under the influence of IFashion, we insisted on product style, introducing designers, IP crossover and community content operation.

On the product, the bug is different from the fast fashion brand.

In March, we made plans for fabrics, and in October we arrived at fabrics. Most of our products were limited, and we had to go through 99 or eighty-one tribulations.

People in the product department say why they are so entangled in raw materials? Why do they make imported fabrics? Why not allow a little bit of thread? I said to them, if there is no such good quality, now the competition is so fierce, and the products are not unique. Why do they come here to consume?

In 2016, we did several good marketing activities. Here are four cases.

First, cooperation with Wen Yi, the introduction of joint brand, the effect is very good.

She is our old friend. Last year, she sold a pot on Taobao, sold tens of thousands in a few minutes, and the amount of Alipay was tens of millions of yuan.

She is a family of life. We will continue to cooperate in 2017.

Second, cooperate with JimmyChoo.

We think he is a legendary figure of Chinese brand going to the world. When he saw us, he felt that we were very young and full of vigour.

Double 11, we launched joint shoes, sold more than 6000 pairs.

Third, cooperate with Kyrgyzstan.

We have always wanted to cooperate with Chinese independent designers. The worm is a platform. We sell well and designers do well in designing.

Ji Cheng is very cooperating with us, and has made Minnie's 5 styles. Although the sales volume of the net red shop is perhaps the tip of the iceberg, there are still many gains.

Of course, he also worked with German designer Mike.

We designed more than 20 items, and finally made 13. After repeated proofing and repeated testing, the price was 50% higher than that of the original bug.

But the result is that all the buyers at such a high price are well received. Mike and his factory are seeing tears after their eyes.

It really takes a lot of thought to make a good product.

There is still much room for imagination.

This year, we opened the live broadcast, and I became the live red man of the worm.

They like my affinity and the state of "idiot" very much.

Our live content is interviewing, and in September and Wen Yi's first trip, we made the theme of "re love ourselves" interview. There are also contents. At the 11th anniversary time, we asked the fans and staff to recall what they did in the past 11 years. There are also activities, "double 12". We have done stars' contending activities. We cooperate with many stars and have a lot of contents.

And from the high-end products, the bugs still have a lot of space to play.

We have picked three angels who represent the most small insects in the fans. In the future, we may form the concept of the "Secret Angel". We will convene them for a week and let them take a big show in 10 days.

One evening, when I was doing the collocation, I saw two pieces of clothes not working so well.

I was very angry at that time and wrote a lot in the product group. I cried while I was writing.

There may be many people who do not understand this. They all do this. Why is it so emotional every time they mention worms or products?

Finally, I want to share with you two points: first, we must love the product and make the product the best.

Second, do customer service well.

Thank you!

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