What Magic Power Does This UNIQLO'S Foundry Have?

A Taiwan named lativ Cheng Yi.

Brand was once

The foundries, however, depend on them for a few years.

The mode has become the "national brand" of Taiwan, with an annual turnover of up to about one billion.

What magic power does this enterprise have?

What kind of achievement surprised us?

Lativ is a clothing business enterprise founded in 2007.

The turnover of that year was only 1000 NT (about 2 million 130 thousand yuan), and the turnover increased by 1000% in the following year, and the turnover in the third years reached 370 million NT (about 79 million yuan).

By 2011, its sales volume was as high as 14 million, and its turnover was over 4 billion NT (nearly RMB 1 billion yuan).

Nearly 10 times a year's development.

(yes, you can!)

It entered the mainland market in 2015.

No line shop, no access to Ali, Jingdong, such a platform channel, just by selling its own WeChat service number and official website, and did not do any well-known advertising, but also played a day - in the know is hot, and attracted a large number of enthusiasts in "UNIQLO" sticky powder......

Is that all right?

How did Lativ accomplish this?

Maybe strategy is very effective. It's not as practical as tactics.

But all effective tactics are inseparable from a correct strategy.

Positioning enables you to see who your customers are and how common they are.

Lativ's positioning is "Taiwan" and "national dress" - to meet the most mainstream 25-45 year old urban wage earners in Taiwan.

Although the age span of this group is large, its consistency in aesthetic and consumption habits is very high. It represents the habits of mainstream consumer groups in Taiwan.

Positioning guides the enterprise to follow what kind of consumption demand it changes. All its selling points and marketing strategies are centered on the lifestyle and consumption habits of this group of people.

What are the needs of this group of people?

Taiwan consumers generally have "local feelings" and think that "local manufacturing" is synonymous with "reliable quality".

Therefore, lativ promises that all products are produced locally in Taiwan, on the one hand, to satisfy consumers' potential pursuit of quality. On the other hand, creating "sentiment" selling points implies the love sentiments of Taiwan consumers to the countryside, which gives the brand a lot of bonus points.

In addition, in creating the "people first" brand image, lativ's practice is to use all the pictures of its products in Taiwan models instead of "stars". The appearance is not outstanding, and they can see that kind of face on the street, which also gives users a sense of intimacy.

The mainstream middle-class community in Taiwan is used to a mix up lifestyle.

Therefore, Lativ does not chase fashion, but sells popular selling all year round.

If you browse through his home products, you will find that style is extremely "UNIQLO" - no logo, no fancy design, basically classic style.

For example, Lativ's men's long sleeved POLO shirt has 28 SKU, all SKU's foundation design is exactly the same, but the color and pattern are different.

These styles do not make a big adjustment every year, but do fine adjustment on the existing styles.

This product line strategy similar to UNIQLO has also been tested by the market.

This makes Lativ do not have to spend every effort to catch up with the trend every year, but can concentrate on product quality control. More importantly, these "national styles" make the operation of Lativ's entire industrial chain in a relatively stable state, reducing the running in cost caused by the new members' new links.

The environment of economic depression has made Taiwan consumers more pursue "low price" and "cost-effective".

So lativ touches consumers with the price of the people.

The products of Lativ are similar to UNIQLO, but only half of UNIQLO is priced.

Even if they are all produced in Taiwan, the price can still be controlled lower than that of the mainland counterparts.

A lady's down coat is priced at around 266 yuan, compared with 299 yuan to 509 yuan for mainland customers. The price of a long T-shirt is less than 30 yuan, which is even competitive in the mainland.

Some people may question its quality, but the reputation of users seems to be very good.

How did it make such a low price?

Lativ product line width control properly, making the procurement quantity of products stable, the experience curve has reached a low point.

The combination of the above is not chasing the fashion, it also saves a lot of design costs.

But more importantly, Lativ did not put in a large number of advertising, and did not invest in the logistics of large costs, no store, publicity, logistics three huge cost costs, the price is naturally more leisurely.

When it comes to advertising costs, let's play the elder brother to think of the oppo that we saw in the first few days, which hit 2 billion advertising expenses a few days ago. We will feel that 2 billion has not killed himself. In fact, there is nothing wrong with wool on the sheep's body. It is said that this huge sum of money is distributed on each user about 25 yuan or so.

Something special on the island soon spread.

Therefore, lativ does not advertise in marketing promotion, relying on word of mouth.

Lativ relies on low cost word of mouth to create a brand publicity mode.

Taiwan's society is relatively closed, and market information spreads very fast. Secondly, the Taiwan market is more mature, advertising plays a more important role than a guide, and the role of word of mouth is obviously higher.

A characteristic thing in Taiwan will soon spread across the island.

With the help of this characteristic, Lativ focuses on word of mouth construction, and promotes publicity in product and website details, which is economical and effective.

There are reports that the repeat purchase rate of its website is 80%, which shows its effect directly.

At present, it does not comply with the marketing environment to smash ads, but rather operates WeChat users in a low-key way. Carle said, "for a while, I secretly observed the contents of lativ and found 10W+."

Listen to it. As a content dog, I can't help studying it. In fact, there is no such thing as 10W+, but there are many 10w+.

In May 2015, lativ had just entered the mainland market, and its official number has also read a few books from hundreds to thousands. Until 15, in November 5th, a double 11 crazy grab! 1 yuan was launched. Lativ ushered in its first 10W+. After this article, lativ seems to have arrived at the point where the article exploded.

So most of the following articles have gone through this routine -- the title is simple and clear, and hit the low selling point directly.

The content of the article is simple style, basically no words, all products are directly thrown into the picture, each link is linked to the purchase page.

There is no nonsense, that is, "low price + product"!

In fact, lativ also has many unreadable articles. Most of them are propaganda brands.

The reading volume of such articles is relatively low, but there are many people who praise them.

Everyone recognised the brand's attitude, but was reluctant to forward it.

From this, we can see that the enthusiasm of the netizens in mainland China is that how much cheaper I can get in this matter.

The mentality of forwarding is also - "cheap, we all share".

(it can be seen that the coupons "spend time" on the other hand are being forwarded wildly.

It's not how touching your feelings are.

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The reading volume of such articles is relatively low, but there are many people who praise them.

Everyone recognised the brand's attitude, but was reluctant to forward it.

For a brand that wants to make money, the amount of pmission and pformation is much more important than "feelings".

So, pay attention to what your users really want and give it to him.

One of the "pain points" of online shopping is that consumers waste too much time.

So lativ is trying to make consumers' online shopping experience easier.

Occasionally, I will open the electricity supplier web page "late into the night", and finally suffer from eye aches, brain aches, and find that nothing has been bought.

Because the website is too much and the information is too messy, the things that push are also dazzling.

At present, many electricity providers are shouting to optimize the shopping page, simplify shopping links, and create better shopping experience for users, but few really do.

Opening the official website of lativ is a quick and clear interface.

Its official website and its WeChat shopping mall are this simple wind, and the shopping guide column is also bright and clear: Lativ's website structure completely revolves around the shopping habits of consumers.

(WeChat interface)

(official website interface)

The two level pages are women's wear, men's wear, children's wear, infants and young children, sports and wear six.

All merchandise pages are replaced by pictures instead of text descriptions, with large detail drawings instead of product descriptions.

The new outfit is all equipped with a complete set of clothing, directly click on the picture to choose to buy.

It is very consistent with the online shopping habits of contemporary otaku women, and has also become the "welfare" of people who don't wear them.

In logistics, lativ all use logistics outsourcing.

With the help of the third party logistics system and the convenience super system of the whole island, the logistics can be delivered to the home within second days, and there is no need to build DC warehouse, which will greatly reduce the logistics input.

Perhaps you feel that lativ does not have anything special about these things, because many electricity suppliers in the mainland have done so, but in the end it has not been successful.

(Taiwan electric business competition is not enough, business environment is comfortable, and inland is a red sea.

Is that really true?

Some people say, "is this" Taiwan guest "?

Don't say so!

Someone heard this case and immediately thought of "all customers".

After listening to Feng Huakui, the boss of the electricity supplier, he felt the contrast was puzzling.

Lativ is a brand that emphasizes quality.

The boss said: "everyone started by relying on T-shirt category. In 09 or 10 years, it was once brilliant to the leader of the electricity supplier industry. Even then, it brought people to think of the old age and Liu Qiangdong."

But now there is hardly any voice.

It is because of "11 years of rapid development of electricity supplier stage, in order to sprint GMV growth, all customer expansion for the whole category," even the mop has appeared, and its category management ability can not keep up, the whole development rhythm is chaotic.

The way that customers rush to GMV is "low price". The cost of manufacturers is being suppressed, resulting in a reduction in quality.

And lativ seems to be a sub enterprise, SKU is not much, but also in the quality of products.

Why do all the guests rush to GMV? The boss said, "the environment is driving everyone, and everyone is increasing GMV, not living in hold, eager to scale up.

Attractive GMV can attract investment, and more money will make the scale of enterprises bigger. "

The difference between Zhang Weiqiang, founder of lativ and Chen, is that it does not rely on external investment, but relies solely on its own capital to operate autonomously.

In fact, it is not the environment that has killed anyone. Why is the same environment for Ali Jingdong? The key is whether the people in the environment can control the pace of their own business development, whether they can control the core of the business operation, and whether they can not forget to go forward in their original mind.

When an enterprise rushing to scale and rushing to grow, it will lose the original intention of service consumers.

Inevitably, we must sacrifice some people's interests in the process, and the consumers of interest chain terminals will become the last "injured persons".

And the consumer is precisely the role of mastering the lifeblood of an enterprise -- "word of mouth" can achieve an enterprise or kill an enterprise.

To create a brand, it is the attitude of lativ founder to polish the brand by time and ingenuity, so that consumers can benefit from themselves.

More interesting reports, please pay attention to the world clothing shoes and hats net.