Analysis Of Fashion Shoes Brand "High Heels 73 Hours" Is How To Operate?

April 6th, Fashion shoes The brand "high heels 73 hours" won the A+ round investment of GGV Ji Yuan capital of tens of millions of yuan, and Zhao Ruohong, founder of "high heels 73 hours", said that this "A+" financing will make more progress in the brand supply chain level, business channels and categories, as well as increase brand awareness and team building in line with the requirements of the consumer market and capital market development. This round of financing is made by Qi Tian Chong as exclusive financial advisor.

Fu Jixun, partner of GGV Ji Yuan capital management, said that investing in "high heels 73 hours" is another layout of GGV in consumer brands under the trend of consumption upgrading. In the view of Fu Jihun, at present, the market of light luxury women shoes that meets the needs of white-collar workers is still at an early stage. The heels of 73 hours hope to provide consumers with new choices of quality and design sense in a cost-effective way.

At present, there are many mature brands in the high-heeled shoes market, such as Vagedon, Bally, Versace, Dior, Gucci, PRADA and other international brands, and Daphne, Zhuo Shi Ni and other international brands. But Zhao Ruohong, who is a crazy shoe lover, seems to have to face internal adjustment and innovation to meet the needs of the current consumer groups in the trend of consumption upgrading under the trend of consumption upgrading. There is still a gap in the domestic luxury women shoes market, and the emerging brands still have opportunities on the basis of grasping the supply chain.

It is understood that " High heels 73 hours Founded in February 2015, it is a luxury luxury brand for white collar women aged 25 to 35 years old. It first gained a certain popularity in the Shanghai area by dining and shoes cross-border marketing. The unit price was 1200 yuan, and 30% of the products were high heels, middle heels and flat bottomed. In August last year, it won the A round of financing from auspicious investment and Taiwan funded footwear company.

Data show that "high heels 73 hours" has opened 9 offline stores and counters in Shanghai, Beijing, Hangzhou, Nanjing and other cities, and online shops have been opened on Tmall, Taobao and Xiao Hong books. It is understood that the brand shoe purchase rate of up to 38.5%, it is expected that by the end of 2017, sales will reach two times last year, the number of counters will exceed 20, to meet the needs of more women offline experience.

The macro view of the professional market shows that the domestic luxury shoes market is still at an early stage of development. However, because of the fact that there are no successful precedents for the designer's resources integration, variety introduction and user stickiness, Zhao Ruohong believes that in recent years, the domestic economy and consumption structure are changing quietly, especially in the transformation of the retail market. This is one of the reasons why Zhao Ruohong founded this fashion luxury brand.

Unlike traditional retail brands, brand promotion is carried out in the Internet for 73 hours at high heels with new media content marketing and so on. Online and offline sales are combined to produce new products on a weekly basis. The industry believes that this business model can not only enable brands to respond quickly to market trends and changes, but also maintain low inventory turnover days.

Zhao Ruohong said that for women's shoes, offline entities can give guests a try experience that can not be replaced, while online convenient and fast service helps to pick and pay more quickly. Offline shops not only affect network sales, but also promote each other. For the whole market, this is also the best time for new brands to grow rapidly.

According to the introduction, "high heels 73 hours" in product strategy, price strategy and other traditional retail brands of high-heeled shoes also have some differences:

1. in terms of product strategy, High heels 73 hours Instead of being big and full, it is rich and comprehensive in the areas of pointed and high-heeled shoes.

2. in terms of price strategy, they abandoned the mode of discount sales promotion.

3. in business mode, they choose a combination of retail and catering to create a home atmosphere.

4. in store installation, they try to achieve thousands of stores, instead of using modular props to save cost.

5. in publicity, apart from regular publicity channels such as micro-blog and WeChat, they will also promote the promotion of cooperation with brands, media, TV shows and stars.

Zhao Ruohong, a founder of Shanghai Theater Academy, was a SMG presenter. After being returned to the United States from New York University and Yale University, he was the marketing director of Wanrong book industry. He was responsible for the publicity and marketing activities of Han Han, Rao Xueman and other writers. He was also the founder of chain restaurant "Miss Zhao."

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