From Taobao Broadcast A Sister Vetia, Thinking About The Fashion Brand's Profit Strategy.

Sales of 5 hours are 150 million; the sales volume of single goods is 650 thousand; the sales volume of single goods is 27 million; the total sales volume of 2018 goods is 2 billion 700 million.

Which brand makes such a proud achievement? This is actually Taobao's live broadcast of a sister Viya's sales record in her small live room, which is still on the rise.

Wei Ya has done the offline clothing shop, has entered the entertainment circle, when the naughty girl, opened the day cat shop, once the boss lady + model + the electricity electricity operation comprehensive experience, lets her in the live broadcast space to hang up, thoroughly displays the unique individual to carry the goods charm.

Weya is not a simple net anchor anchor, but a Taobao fashion IP brand. Why do you say so? Because she is not vertical at all, it is the leading anchor of cross-border products, and there are more than 5000 brands. All goods were robbed, not because of their popularity, but on the recommendation of Wei Ya's voice, which is essentially different from the direct purchase of TV.

Clothing is the category recommended by Wei Ya. But unlike most other products, most of them cooperate with the brand. She only pushes her own custom clothes, because she has more than 40 co operated factories, and her factory has an average daily shipment volume of more than 20 thousand.

The sale of costumes by Wei Ya is very common and belongs to the public aesthetic standard; the clothes recommended by Vic are very cheap, and one hundred or two hundred yuan is the mainstream. In the vast clothing market, such a commodity can be said to be the most common. Why can the live broadcast be killed instantly? Why did she sell similar products when she opened shop in the past, but ended up at a loss?

It can be seen that the key to successful sales is not commodity, but the brand uniqueness of Wei Ya. Good looks and stature are the foundation for fans to be happy and convincing. The core competitiveness lies in the "cost performance" of goods. A supplier who has worked with Wei Ya has commented that the quality must not compare with the big brand, after all, the price is cheap. But at this price, it is the most cost-effective.

Can real cost performance win? No. In the entire marketing process, Wei Ya has been kept to the fans' strong sense of reality and conviction, and this feeling is estimated that only Li Jiaqi can join her.

At the front end, on the front of each new dress, he tries on the camera, and at the same time, at the speed of two times the speed of speech, introduces the color, material, design details, comfort and so on, and reminds the fans how to match them. Answer the message on the screen, and ask the staff to try to replenish the goods.

Her help broadcast at the same speed, released "guided attention", "screenshot raffle", "preferential information", "product basic functions" and other information. Two people sing together and spread to the fans information is: real and cost-effective, we all help you decide the decision, OK, order.

In the middle stage, the operation team of Wei Ya will hardly have the basic skills such as the wrong link, the wrong baby, the wrong price, the wrong function and so on. The whole team is her reliable logistical support.

In the background, a dozen people's data analysis team is on call at any time, real-time interpreting every data generated in the live broadcast room, so as to adjust the rhythm of live broadcast, the speed of payment, and optimize the combination of commodities. In the non live time, Wei Ya personally negotiate with each other, select money and make a revision, and ensure that the best products can be given to fans.

The uniqueness of "real cost performance" is not only the value proposition of Wei Ya's publicity, but also in the whole team operation. This is both "brand thinking".

Brand thinking, regardless of the size of the market or the size of the market, does not distinguish between high and low end market positioning. It is the core guiding strategy of brand management and the core weapon of profitability.

According to the international brand Consultation Service Co INTERBRAND's tracking for many years, the top 100 brands with the highest brand value in the world are performing better than the average index of listed companies, whether in a high or low market environment.

A brand consultant said well: entrepreneurs build brands day after day, not just for business, but for the day when they encounter any risks. Brand sentiment and brand positive influence can protect their lives and make their brands fall.

The first half of 2019 is not a good year for Chinese apparel industry, but many brands are not as good as they used to be. But UNIQLO is still growing in the Greater China region. Its performance in the first three quarters of 2019 (September 1, 2018 to May 31, 2019) showed that China's mainland market profits increased by more than 20%, while June and KAWS's joint name was even more "disastrous".

When the industry marvel at the sales goal of "big leap forward" in UNIQLO, it has been discovered that what he really is behind is Mr. Ryui Masa's mission of "customer centred": real high-quality clothing, creating new clothes of unprecedented value, so that all the people in the world can enjoy the joy, happiness and satisfaction of wearing high quality clothes.

Looking at the performance of UNIQLO in the global market, all business activities are not divorced from this mission: commodities are centered on the combination of basic cost, cost performance and hi-tech; the whole category of clothing covers men, women and children; large-scale shopping experience environment is free to choose, online and offline to meet consumer convenience; commuting, leisure, entertainment and competitive scenes are everywhere; flexible cross boundary joint surprises.

Persistent "brand thinking" makes UNIQLO not set a goal of selling high goals. Instead, it makes full use of its own path to explore. All actions do not go wrong. At the same time, market penetration is also increasing due to the continuous exchange of values and customers. How can a brand be profitable without effective cost and effective market penetration?

Recently, the "2019 second half of the clothing investment report" issued by win win network pointed out that the fashion apparel industry is showing a trend of quality, personalization and personalization. In other words, every concerned brand must have its own "uniqueness" value proposition, and it will be uniformly landed in all aspects of operation.

The emergence of "danger" in the market represents the emergence of "machine". Value orientation is the upgrading trend of consumer groups. We expect the trend of Chinese fashion brands to move towards an upgrade mode together.