Supermodel Benny New Design Strategy: Annual SKU More Than 1500, More Tide More Youthful

Benny, the founder of the famous model, opened an advertising model company and made wholesale clothing. During the period, an order from the electricity supplier led him into Taobao.

"At that time, a crown Taobao shop bought more than 30 T-shirt styles and more than 5000 pieces of products in one breath."

In 2008, the leading model was launched as an early Taobao menswear store. It established a tidal brand basic style in the form of partial originality and partial delivery.

At that time, the men's wear market was still in a wilderness period. Most of the shops were in the market to take delivery of goods.

Such a situation occupies a certain part of the famous model.

And resource advantages.

However, for a men's clothing brand that has just entered the market, it still needs to adapt and nurture.

At the early stage of the project, the team relied on the mature wholesale business to support the Taobao store, but the monthly sales volume had been hovering around 200 thousand yuan. This is not worth mentioning to the wholesale team.

"Instead of saying that we are doing the tide card, I prefer to interpret the chief model as a" brand without a fixed style "and propose a young attitude towards life.

Based on tide brand foundation and brand positioning, Benny allows the team to have more room for trial design, with more than 1500 SKU per year.

At present, the chief model has 8 designers, including material selection, proofing and style design. It usually takes 15 days from design to product shelves, every two weeks.

The bold attempt of the chief model in the product, coupled with the experience of the advertising industry, Benny emphasizes the presentation of visual style in the production of the product.

With the product and style, the chief model is in Taobao.

Stand out gradually.

Today, the sales of the top model shop are over 50 million annually, almost equal to that of wholesale business.

Channels without experience are futile.

In 2015, the Taobao store was the core of the famous model, which expanded the offline channels.

The first model is a popular brand in the mall. In the past six months, 4 entities were opened in Guangzhou, Shanghai, Wuhan and Xi'an, with more than 10 counters under the line.

But Benny said frankly, in fact, the cost of the offline investment is far ahead of expected, and sales volume is not as good as expected. It is very difficult to get profits quickly through the traditional offline stores.

The cost input under the line mainly includes store and operation cost.

In these shops, there are 300 to 400 flat shopping centers, the cost of which is 200 thousand for each store and 20% for the mall.

In addition, due to the distraction of the shops, Benny found the third party management company responsible for store sales and divided them into sales.

The relatively low price on the line determines that the price can not be exactly the same as that in the line, so it is impossible to afford such a high cost.

At the same time, such a simple and rough offline layout is not good for brand building.

At present, sales of the top model line still account for 80% of total sales.

Similar to most of the brand names of the Amoy brands, under the leading model extension line, we try to enhance brand awareness by using offline services and experiences.

And the reality is that many consumers will try the money in a physical store or a special store, and then buy it online.

Since the purchase channel is not the first attraction mechanism for consumers, Benny feels that why not extend the experience, while sales are still dominated by Taobao.

Benny emphasizes that the difference between the products on the Internet makes the leading model surfaced, and the difference and personalized service and experience under the Internet are the key to him.

"If the brand does not have the experience of these differences, there is no need to line up. The expansion of channels will increase the risk of brand operation."

In 2016, a decorated barber shop with elaborate decoration and appointment attracted Benny's attention.

He observed that this barber shop is located on the top floor of the high-end shopping malls, and the shop environment is comfortable and private, and the process of hairdressing is relaxing.

There is only one hairstylist in the shop. It is fashionable and service oriented, and has a certain interaction with every guest. Most of them are familiar customers and gradually form a circle with similar tastes and topics.

Such experience is exactly what the leading model has been looking for, which can give users a sense of experience.

Therefore,

Find a hairdresser to work together and sell the products of several exhibition frames in the barber shop by way of sales distribution. Customers can buy them in shops, and they can also be drained to more selective lines.

Such cooperation can maintain the same price of the product, no huge inventory pressure, and almost no cost, and the user positioning is accurate.

After trying, the highest single day sales can reach more than 1000 yuan, and Maori has also been promoted.

In line with this idea, Benny is trying to find more boutique spaces similar to this barber shop, emphasizing the drainage of shopkeepers as the core to attract customers with similar aesthetic tastes and consumption habits.

In order to better export services, Benny also intends to rent some shopping malls' top floor space according to their own standards, and recruit talented people to be partners by fine decoration.

Based on this consideration, the leading model in 2016 also gradually slowed down the opening speed of offline stores, and turned to think about the future form of experiential shops.

Content stabilized line

Today, the Taobao shop of the leading model will not only assume the sales function, but also will focus more on the content marketing and so on, so as to enhance the interaction between fans and create a brand image through flexible attempts.

And this attempt is based on good interaction with fans.

It is reported that more than 40% of the top model fans are 18-25 years old.

Benny feels that the needs of these fans are not only the products themselves, but also the "fun" brand image.

In this regard, the master model extended the business experience of the original advertising model, and accumulated a lot of "little fresh meat" male model resources, which are young and young. They are good at playing social media, and have certain fans in micro-blog and other platforms. Apart from taking pictures, the male models will also add live, short video, graphic and other forms to output regularly.

With these resources, the leading model will become younger and Internet based in marketing.

For example, organized network red party, through offline gatherings, live broadcast and other forms, will pform male fans into fans of fans.

Benny felt that "this part of the fans' brand stickiness is relatively higher."

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