The New Soul Tmall Store Has Risen 65 Times In 4 Years.

In July 1927, the Yichang rubber factory was established in Shanghai to produce "eight auspicious" brand rubber shoes.

In June 2012, Tmall opened its official flagship store and began to expand its e-commerce channels outside the online store.

In February 2019, Gigi, a student in Italy, was walking on the streets of Milan with a pair of white bottom red striped back shoes.

There seems to be no connection between these three things, but if we turn the Historical Album back to the front, we will find that this is the three key node in the 92 years' process of birth, pformation and renewal.

At the age of 92, there are two designers who are under 29 years old.

In addition to the 90's, the two men shared five or six years of studying in Italy, and the reasons for returning to Yudu were astonishing: "I want to eat baozi for breakfast."

Born in 1993, Bao Junyi was a Beijing girl who went to Italy to study and design in 2012 and returned to China in 2017.

In May 2018, Bao Junyi became the chief designer of Tmall's flagship store.

Speaking of life in Italy, she blurted out, "horn horn bag is too easy to get angry."

As for how to integrate his design concept with the business of flagship store, Bao Junyi used a special designer's words to describe the combination of the two core elements of the domestic design pattern and Tmall big data - pioneer.

Change in old brand

Huili experienced the scenery of the 40s and 50s of last century, and swept the whole country in 70s and 80s. It also fell into the fall of 90s. So when it came back to people's vision, apart from improving the quality, increasing new product development and remodeling the brand, expanding the electricity supplier market has become an important step in this time-honored brand.

The construction of the power supplier channel is not too late. It was settled in Tmall in June 2012. In 2014, it began to explore a new way of "terminal direct supply platform + electronic business platform".

According to earlier media reports, sales of e-commerce channels in 2014 were about 3000000 yuan, and by 2016, it had exceeded 100 million yuan.

In 2018, sales of Tmall flagship store exceeded 200 million yuan, and sales of canvas shoes increased by 500%.

This means that the official flagship store in Tmall has reached a growth rate of more than 65 times in 4 years.

This online store is undoubtedly the largest single store in the world.

At present, the staffing scale is 20 operators, 40 customer service and 20 warehousing staff, which does not include management, design, finance and so on.

But in the eyes of Yang Zhicheng, head of Tmall flagship store, the business platform is much more than just a strong sales channel.

"Tmall can guide our design, production and pricing."

Yang Zhicheng said, now the new shop from design to on-line sales, only 3 months.

Bao Junyi made an analogy with his experience of working in Italy: foreign models usually design output according to the two seasons of spring, summer, autumn and winter, which are too slow to keep pace with such a fast pace of life in China.

So the refurbishment frequency of flagship store is the slowest 3 months, and the fastest time is 1 and a half months.

"Tmall is a step faster than fashion week."

She said.

At present, the flagship store of Tmall has the largest number of users in 5 provinces and municipalities in Jiangsu, Zhejiang, Guangdong, Fujian and Shanghai, and the Yang Zhicheng team hopes to reach more than three or four cities.

"A second tier city has higher consumer capacity and higher price acceptance for the return products. We will enhance brand value through brand upgrading and cross-border launch of new products. At the same time, we will raise the unit price of customers."

And the users of the three or four tier cities, Yang Zhicheng will continue to dig and locate through Tmall's big data.

He said that this year's goal is to make TOP1 stores on the Tmall platform canvas shoes market.

The new soul on feelings

For many 70 and 80's, the word "Hui Li" represents two words.

In their memory, these white faced red canvas shoes enlightened their initial perception of fashion and fashion.

But the pformation of Huili province is not only a sentiment.

Huili has different target consumers online and offline.

Under the age of 30 to 50 years old, the users are more comfortable, but the users are not sensitive to the styles. The online users are mainly 20 to 35 years old.

Therefore, the target users in the online market include both 85 of the childhood memories of Huili shoes, including the first 90% and 95 after the first contact with the f hook.

Whether we can make good use of big data to do accurate marketing and operation determines whether we can win the hearts of the younger generation.

In 2018, Yang Zhicheng came into contact with Tmall's data bank in the process of online operation management.

He began to target the young users, and achieved a high conversion rate.

To his surprise, new customers account for more than 85% of users converted through data banks, of which 50% are post-90s users.

The magic of big data is also reflected in guiding the design.

Bao Junyi used his simplest three words to describe the chemical effect of his design and big data: "especially good."

According to the category and price proposal from operation, she will first combine the fashion trend to produce the new design.

The operation will cut off 5 to 6 colors of the 10 colors in the same design according to the color preference of the brand consumer group based on the big data.

After leaving the color proofing, the operation will then filter out 2 to 3 colors of the production according to the big data.

"Very accurate, even sales estimates are accurate.

"Bao Junyi sighed.

In December last year, Bao Junyi and another designer, Qin man, designed a mahjong shoe, inspired by the most distinctive patterns of Mah Jong, such as fortune making, whiteboard and two barrels.

According to the color matching suggestions given by Tmall big data, they eventually set the sole as green and blue with the same color as the mahjong's back color, while the shoes are based on the popular rice white and classic black as the whole tone.

Mahjong shoes are popular when they are released, and sales are now more than 10 thousand per month.

During the Tmall New Year Festival, the theme of festivals is especially popular.

It is precisely because of the persistent pursuit of the design process and the open attitude of embracing the big data of the electricity supplier that the pair of rubber shoes, founded in 1927 and spanning generations of generations, are winning the attention of young people with their new souls.

At the same time, Tmall is also following the pformation of domestic brands such as Huili, which is becoming a gathering place for new domestic products.

It is reported that Tmall will launch a new domestic product plan in the near future, helping to further pform the brand of domestic products, including the time-honored brand, so that the world's top 500 will be more "made in China".

Author: Wang Shangjun