The Newly Created Internet Red Shop Has Created An Unprecedented Opportunity.

The writer Jiang Fangzhou visited a newspaper president in Taiwan. The president said his son graduated from National Taiwan University, went to Harvard University to study economics, and then went to California university to have EBMA. After finishing all his degrees, his son said to his father, "I should have finished reading all the books I have to read. Now I want to realize my dream."
Soon, the president's son became a baker and opened a net red shop.
Jiang Fangzhou was too busy to sympathize with the president of the newspaper. The other side was very surprised. He said he was proud of his son. This kind of life choice, long staying in the mainland, is hard to digest and understand.
An investment banker in Wall Street has a huge income. Now, however, he resigned from a brewery and selected grains for hand beer and whisky. Several well-known red net stores in China ordered him for a long time.
In recent years, I often heard people say that exquisite craftsmen are now more red than professional managers.
There is a popular saying "Craft Economy", that is, the "handicraft economy".
Many people, after achieving a certain degree of financial freedom, have gone back to their original simplicity, and have begun to do some handwork, such as baking, making wine or art, pottery or whatever.
Some people simply quit their jobs and opened their own red shop, presenting this handwork to someone who appreciates it.
This private custom mode has already constituted a landscape of the "new manufacturing" era.
OK, here I would like to talk about the "new manufacturing" point of view.
　　 01
What is the complete net red industry chain?
Zeng Ming, Dean of lakeside University, has said that net red may be the largest flow entry, extending to the upstream of the industrial chain and remodeling the manufacturing industry, that is, "cross point, line, surface and body interaction".
This passage may be a little bit winding. Here is a case to explain.
In 2016, net red live began to rise, and it could immediately bring about sales growth, especially the clothing brand, which could even bring hundreds of thousands of dollars in sales performance. The clothing brand has also taken the initiative to cooperate with the V, mainly based on the following objectives:
1) Brand Company will invite the big red V to play abroad, shoot blockbusters and videos, upload these blockbusters, and pass the brand gene through "red man's fashion lifestyle".
2) borrow the fans community of V, strengthen the brand embeddedness, and transform the traffic to actual sales.
3) different red people big V represent different consumer groups. Clothing brands can be analyzed through big data, accurately positioning different consumer groups, so as to quickly understand this group's style and preferences.
The net red marketing of the front end is better. If Brand Company provides goods in stock, can it last long?
The commercial value of V is not to help you stock up.
A complete net red industry chain, manufacturing end is the key.
Net red fashion and consumption trend are all choices at a time. Users will soon be cool. Brand Company must quickly link up with cash.
A net red clothing brand in Ji'nan has 240 suppliers, with over 30 thousand products, and 30 orders can be generated. Another small consumer hot spot, as long as there is a sign, immediately caught and satisfied.
The company divides its internal organization into three parts:
The first is the product group, with only four people, but it includes four key posts in the clothing industry: design, production, marketing and operation. Anyone can set up his own group to be the head or founder, designing his own style.
The second is the marketing center, which helps every group sell on the electronic business platform.
The third one is the production board. There are more than 240 suppliers to solve the problems of suppliers, fabrics, design and so on.
A few years ago, the brand had won the first sales of Taobao clothing category for several years. However, the "double 11" in recent two years was easily defeated by Zhang Dayi, Sydney, and Victoria.
Indeed, many net red brands are traditional.
I think there are two points that deserve special attention: first, the traditional way of playing is to follow the trend of consumption, but the big red V is better at creating the trend of consumption. Two, the traditional way of playing is to use the big red V as "product spokesperson", and the big V is a brand, the protagonist, not the endorsement.
Although some net red brands had a complete net red industry chain, especially the manufacturers and products, they did not really stand on the top of the trend.
　　 02
Will your company become a vegetative person?
Nowadays, brand marketing is very cruel. There are electricity suppliers data show that more than 70% of the new consumer brands in China do not know who the users are, nor are they found by users, but will not be discussed and evaluated by users.
If you are a new consumer brand, if your brand is not ignored by users, you will surpass 70% of the same brand.
If users will remember your brand and discuss and evaluate your brand, what will they remember, discuss and evaluate? There is no doubt that the main thing is not to use things properly, and to use them comfortably, and more details can not be solved by marketing. The main battlefield is still in the manufacturing end.
Ma Yun explains what "new manufacturing" is, not combining the Internet with new manufacturing, nor is it a product plus chips that are new.
Judge whether the newly manufactured standard is customized, whether it is personalized, intelligent, whether it knows who the user is, and whether there is data in the production material consumed.
In short, the two word is precise.
Only by achieving "precision" can we qualify for the next round of business competition.
Ma Yun based on Ali business platform, more emphasis on the macro level, I am here at the micro level to add a little bit - accuracy is certainly the direction of efforts, but the "new manufacturing" biggest point is exquisite.
Back to the beginning of the article, why are those elite people willing to be a performers?
The famous British magazine "1843" specializes in the "handicraft economy". For example, a first-class lawyer in Washington area has resigned and built a biscuit, and a professional manager of a logistics company resigned to make hand-made pickles.
Those who are well paid and highly social elite are willing to give up everything to make net red products. In this new era of digitalization and intellectualization, we want to go back to handicraft production.
1843 magazine gives an explanation: This is Craft economy is the opposite of mass-produced, homogenised andindustrial for mass production, homogenization and industrialization.
Machines may be highly intelligent, but machines are emotionally and without interest. Handicraft based on human inspiration, aesthetic and emotional interest can often make products beyond expectations. That kind of pleasant surprise is also a special experience for users.
Most people go to the supermarket to buy kimchi, which is produced on the production line. It is a tank of 4 dollars, while the handmade net sauerkraut is a tank of 10 dollars. People who buy red pickled cabbage are also talking about other people. Talking is often much more expensive than the product itself.
　 03
Controlling goods, controlling stores and controlling minds
Many people may feel that "new manufacturing" is a particularly prominent frontier topic. What does this have to do with the net red shopkeeper?
On the contrary, I feel that "new manufacturing" has created an unprecedented opportunity for the general network red shop to "control the manufacturing side".
What do you think of first when you think about manufacturing industry?
Huge factories, sophisticated assembly lines, and complex technology are all too far away from the ordinary people, and they are even daunting.
I wonder if you have thought of that. Where did the products come from?
I mentioned in front of the "red man seller's growth roadmap" in the text of Hangzhou Jiu Bao, which is called the net Hong electric business rear area. Hangzhou, Kowloon castle, has a permanent population of about 40 thousand, but about 100000 of the floating population is densely packed with thousands of garment factories, including fabrics, zippers and so on. Moreover, suppliers from nearby Binjiang, Xiaoshan and Xixi echoed. Many net sellers set up their own rear base here, picking goods, selecting goods, selling goods, and changing flexibly.
This is just the tip of the iceberg.
I once heard of a successful winner pattern in retail business: control, control and control.
"Controlling stores" mainly refers to expansion channels.
There are not many large domestic e-commerce channels. Alibaba, Jingdong, and many more American companies are going to be hungry, and the monopoly of electric business is stronger and stronger. Even Rui Xing coffee can only be opened online on a large scale.
"Control goods" mainly refers to the establishment of private brands.
Costco of the United States accounted for 30% of its own brand, and Germany's Hardi (ALDI) accounted for 90%. I can not only sell many good things, but also do a lot of good things, which is a world-class seller.
"Mind control" mainly refers to bundled traffic.
20% of people in a city can often see you before you build a retail brand. In general retail stores, 30% of the customers are repeat customers, which is pretty good, but the proportion of net red shop requires at least 50%.
In my opinion, controlling the shop, controlling goods and controlling the mind are also the winner models of the net red shopkeepers.
Frankly speaking, no big red man V can be forever popular, and fans are tired of it. Besides, the dividend of big red V has passed. Where is the direction of transformation of net red shopkeepers?
Here are two reference samples:
Zhang Dayi started modeling online in 2011, then opened the first net red shop with partners, became the sales champion of Taobao clothing category in 2015, landed on the new third board in 2016, and announced that he would go to the US IPO in 2018. Attention: at this time, Zhang Dayi's main business is no longer a net red shopkeeper. Instead, he is doing the business of hatching net red, and wants to create more "Zhang Dayi" that can bring goods. The focus of Zhang Dayi's transformation is mind control.
Anna started later than Zhang, but micro-blog and shop fans were far less than Zhang Dayi. But sales results were faster than Zhang Dayi. It was the first place on the list of commercial value of the business people in 2016.
Anna is the most powerful point. In order to solve the inherent problem of "slow delivery" of the net store, she built a factory of more than 400 people and co operated with 6 factories, which provided a lot of support for the quick repurchase after the pre-sale. The focus of Anna's development is cargo control.
In today's era, the continuous rise of net red shop must have the reshape and support of the manufacturing side, so as to make it more capable of controlling cargo.
You may not be able to imagine that the US Oreo and the British mavera biscuits in China's foundry have already begun to make customized products for the net red brand and continue to supply them in small quantities. Taiwan Wangwang holdings entered the mainland market in 1992. Its annual revenue is about 20 billion yuan, and owns hundreds of snack foods and beverage products. However, over the past two years, the number of small-scale OEM orders for net red brands has increased by more than 50%.
A clothing factory in Qingdao has studied all parts of the human body. It has over 90% of the world's human data. Before it could produce 2000 identical garments in five minutes, it would produce 2000 totally different clothes in five minutes. This provides a strong support for the net red shop's private customization.
The products in the new manufacturing era will be highly efficient, flexible and affinities. Therefore, the era of net red shop is the best time for new manufacturing, and the era of new manufacturing is also the best era of net red shop.