Exclusive Interview With Tao Zhijun: What Makes Eve Become The National Women'S Clothing Benchmarking Brand?

At the age of 18, at the age of great popularity, Eve has just passed her 18 birthday, and has performed an adult ceremony. At the age of 18, she is already a veteran of a brand. For Eve, 18 years of accumulation and exploration have made Eve's young life more vigorous. This is evident from Eve's positive attempt and promotion in the new retail field.

The Fashion Shop "clothing store", together with Mr. Tao Zhijun, general manager of Eve brand, discussed Eve's new retail initiatives and the 2019 plan.

Q:The Fashion Shop "clothing store"

A: Tao Zhijun, general manager of Eve brand.

Q: Hello, thank you for your exclusive interview with The Fashion Shop "clothing store". In 2018, it was Eve's "18 year old adult ceremony". In the past 18 years, Eve has grown from a little girl to a little woman. Can she simply share the growth process of Eve Li? What are the key turning points?

Eve Li brand from the initial positioning of the local market mature women's clothing to the national green women's clothing, every year is improving and growing. From 2011, the pformation of the leading position of the women's dress leader, the layout of the direct battalion system, the strong channel to face the whole country, then to the series of brand marketing promotion, and the continuous upgrading of the supply chain, are all key pformation and upgrading.

Q: in the past 18 years, Eve has grown up as the benchmark of women's clothing brand. What do you think is the reason for this honor?

Eve is a brand that continues to grow and has relatively large growth potential.

The biggest reason is the continuous improvement of the market positioning that we want to cut. When the product design is not good enough, we adjust the product design according to the needs of consumers. When there are problems in the channel, we will improve the whole channel. When the marketing is poor, we will invest in a series of marketing activities. This is the theme that we are digging and improving every year.

Through these continuous improvements at every time node, we are promoting the continuous growth of our brand.

Q: has become a new feature of brand marketing in recent years. What efforts have been made by Eve in 2018?

At present, the biggest 90 is already nearly 30 years old. They have become our main customers. For their favorite content, including the platform they often pay attention to, such as micro-blog, jowl, Xiao Hong, etc., we have also made a lot of input.

The part of the product can maintain its high performance price ratio. In the product design, we can ensure that our customers can be more easily accepted after 90 or younger.

At the end of marketing, Eve has been doing a lot of marketing activities in recent years, signing international supermodel ho Sui to become a brand spokesperson, and working together to develop new series, collaborate with the Imperial Palace palace culture and create an elegant country tide joint name series.

From young artists to KOL nets, this series of actions is a good match.

Q: in recent years, the phenomenon of star brought goods is very hot. What kind of classic case did Eve Li cooperate with stars in 2018?

With regard to the cooperation of stars, now we are doing more and more widely and become the norm of marketing activities.

Every year, there are new improvements and expansion points for the content and mode of cooperation with stars. A classic example is the cooperation with Ho Sui, and he Sui has always been a deeply cooperative relationship. Through ho Sui, we have also successfully launched many single products, including one overcoat, which sold tens of thousands of pieces at that time.

At the same time, we also try to cooperate with actors Song Jia, Ma Sichun, Lan Qin, Jiang Shu Ying, etc., in addition to relying on the film and television play that has been good at, to complete better star scene marketing.

Q: at the Alibaba ONE business conference, Eve picked up the new retail year's brand marketing innovation award. What's the new breakthrough in Eve's new retail performance in 2018?

The brand marketing innovation award is an affirmation for us in the initial stage of new retail, and also an affirmation of the performance.

In 2018, United Ali group made a very close communication and convergence in the field of new retail.

The two sides worked hard to promote some new attempts and breakthroughs.

It includes opening up a deeper and wider range of goods channels, and motivating the terminal staff to try and try, such as intelligent shopping guide, guided shopping live broadcast, etc.

Also through many Ali Department platform has done a lot of marketing and promotion attempt.

Q: as we all know, the concept of new retail was popular in 2017 and became the hottest word in retail business in 2018. In your opinion, what is the new retail situation in 2019?

The key to new retail is to improve overall efficiency and digital drive. This is what all enterprises need to push forward in the context of modern science and technology. So when the concept was put forward in 2017, we had some new attempts in 2018, and there should be some progress in the process of effective methodology in 2019. If we find such a few points, we can quickly promote and spread it.

What is the role of physical stores under the Q: line in the new retail concept? What are the future plans for store expansion?

Offline stores have two important functions. First, they are the source of a lot of information.

We will increasingly record data from online store pactions, such as touch, try on and pform data.

Collect different kinds of information and data from different dimensions in the process of operation.

Second, offline stores are new retail data drivers.

For future stores expansion, we will be more linked online and offline, to use some tools and platforms of Ali, such as seismometer. After many consultations last year, we will wait for the further improvement of the tools to make use of them.

And in the expansion, not only the quantity, the core should be to ensure its quality, so as to enhance the accuracy of the shop, the success rate of opening shop is also a very important link to improve the efficiency of the shop.

So in addition to making good use of our past industry experience, we need to influence more dimensions in data and information flow. We can find out where the market expansion is and how to make use of it, which is a very useful supplement to our expansion work.

Q: in recent years, what has been the key point of "full link" to get through the marketing matrix? The new retail business of apparel industry has been stopped at O2O or smart stores.

Simple line to line drainage, or simple line to line drainage, are not clear channel specific performance, this is not a win-win situation, so it is very difficult to continue.

The future must be based on online and offline inventory, online and offline goods under the premise of overall consideration, to achieve full access to brand members.

Therefore, the degree of digitalization under the line should be constantly promoted and improved.

Only when the digitalization of the line, the level of management and the level of digitalized management of the line are in the same dimension, the marketing work we do can play the biggest role. This series needs real landing execution.

Q: we know that Eve has a good record of double eleven every year. How about the double eleven in 2018? What are the sales of the single products? What are the plans for the online marketing in 2019?

In 2018, the sales volume of double 11 single brand reached 291 million yuan, and the flagship store of Eve Li ranked fourth in the women's clothing of the whole network.

Among them, the quality of woollen goods, fabrics, colors, design points and the constantly optimized version of the woolen coat made many different styles of woolen coat.

In 2019, we will focus on crossover as a norm, including cross-border industries, IP cross-border, cross-border products and so on.

At the same time, we will continue to increase marketing efforts in the star / film and TV series, the small red books and grass, so as to realize the marketing method of planting grass outside the station and harvesting inside the station.

Q: what are the development plans and objectives of Eve in 2019 and the next few years?

Eve's plan is to break through the scale of 5 billion as soon as possible and become the real leader of the Chinese women's clothing industry in terms of scale.

Mainly through data driven product refactoring, including more styles, rich categories, and a more reasonable and reasonable structure of SKU.

At the end of the channel, we will adopt a strategy of steady opening up, through the sink of the channel, through the effective excavation of the customers, and through the effective support system of the company, we can do the sinking market and make it successful.

It will make a great contribution to channel increment.

In a direct market dominated by a second line, we will further promote the further expansion of the brand, and the annual sales benefit will reach twenty million or even higher sales volume. Such a positive attempt will lead to the potential accumulation of benchmark savings for the future.

At the same time, online and offline will also be integrated into the whole channel. In fact, we are already doing such a pformation. We may raise the frequency of the online and offline members in the future. These are through the control and control of our common goods and the common marketing plan, which will open up all aspects of the online and offline businesses.

In the future, the overall degree of unification will be even higher, so the expansion of the scale under the line will also bring about natural growth on the line.