Special Interview With Zhang Guoliang, Chairman Of Ames, A Famous Down Jacket Brand, On "Live Broadcast"

A few days ago, after participating in a large-scale event in Xiping, Henan Province, a special manuscript "I witnessed the 626 China clothing live broadcast day activity in Xiping, Henan Province" was launched that night with a large number of visitors. The next day, I found a message from Mr. Ames Zhang on wechat:

"Lao Zhang, Ames down jacket is also on live. I hope to talk to you."

After returning to Hangzhou, after several contact and appointment, he finally "captured" the busy general manager Zhang yesterday afternoon, so he had this rare interview——

Walking into the aimex live broadcasting base in Jiubao and seeing these familiar pictures and words, I can't help but feel a sense of intimacy. At the same time, there are also many feelings: as one of the representative brands of Hangzhou women's wear and the leader of fashionable down jacket, Ames has not been easy in the past 20 years. This should benefit from the master's ingenuity and original intention.

This makes me more anxious to know what Zhang Guoliang thinks and how to do with the goods of live broadcast which can be said to be in a mess?

I look forward to a dialogue with Mr. Zhang.

Zhang Guoliang, chairman of Ames, was interviewed by a Chun in his office. He talked freely about his brand's specific live broadcasting practice and future plans without reservation. It can be said that every word is a gem!

As an old friend, the interview went straight to the main topic——

It's said that there are some differences between my live broadcast and that of love. Can you share your specific practice with you? What are the differences.

Mr. Zhang It is said that 2018 is the original year of live delivery, while Ames's live delivery started in 2017. It is operated by young returnees and started early. It seems that many enterprises suddenly realize that this is a good way to consume goods and catch up with the tide after the outbreak of the epidemic. Forced and active practice, this is the first difference. We started in 17 years as a new retail model to explore and practice. To be honest, after three years of hard work in the live broadcasting industry, many experiences, detours and lessons have become our precious wealth. Let us now have a clearer, objective understanding and handy control of the air outlet of live broadcasting.

The second difference is that I am not a brand of Ames, but a multi-channel integration of a supply chain involving hundreds of suppliers. In this chain, there are more than 80 suppliers, and more than 20 are also engaged in Down garments. Therefore, the abundance of goods and the abundance of goods are not generally comparable. I take the lead to bring the goods live for you. Moreover, due to the credit accumulated by Ames for more than 20 years, the fee is only settled once a month. Is it hard for others to do it?

The third difference is that we resolutely abandoned the popular practice of "the lowest price of the whole network", but adopted the principle of "reasonable and acceptable". In other words, the pricing is a reasonable price that can be accepted by online consumers, which not only takes care of the consumers' preferences, but also ensures the profits of the brand

Chun: just a moment, please. Allow me to interrupt you. Now, with live delivery, the anchors are always saying that this is the "lowest price in the whole network". I regard it as an epidemic in live delivery. What do you think of this problem?

President Zhang We have thought about the price. The lowest price of the whole network? In fact, there is only a lower one. If we take the low-cost line for a long time, it will certainly hurt the supply chain and the brand itself. For brands, it is no doubt equivalent to a suicide behavior! Ames has a strong brand endorsement. I hope to buy content online, products offline, service, experience and emotion.

Chun: well said. Price for sales, is a short-term happiness, is the overdraft of the brand, not!

Can you tell me more about how you operate the live broadcast?

President Zhang You must have seen that we have 7 or 8 live broadcasting rooms here. The factory, the workshop and, every day. Especially in the prime time of the night, the fire was fully open and very hot. We trained our own anchor. Some of them worked very hard and she worked hard. In addition, we also cooperate with famous anchors outside. We don't pay the pit fee, we only do sales promotion. Because the goods are good. Generally speaking, the promotion points are lower than those on the market. However, there are still many platforms for us to cooperate with. Our principle is "don't hang on a tree". So far, we have cooperated with Taobao, shuoyin, kuaixiao, mushroom street, pinduoduo, and so on. We have cooperated with each other on the live broadcasting platforms you have heard about, and most of them have done well, and most of them have maintained cooperative relations so far. As for the extent of the fire, I'll tell you conservatively and in a low-key way: every actual sale is over millions.

At the same time, private domain traffic should be highly valued. We have also shaped our own VIP customer portraits, implemented different services for different groups of people, and analyzed the various needs of customers in place. We knew it like the palm of one's hand, one push and one accurate, good orientation and strong pertinence.

A Chun: there is a problem. How do you handle the consistency between online and offline?

Mr. Zhang This topic is also our clothing industry all operators are facing common challenges; before many brand companies in accordance with their own many years of business model out of their own way. However, when the new epidemic situation comes, enterprises all find that the previous thinking mode can not work; the core is that the enterprises do not embrace change; do a good job in digital transformation and the use of new models, teams and technologies to create their own private traffic position.

The traditional entity is completely isolated from the line. We integrate the advantages of the two technologies driven by technology, and combine the advantages of our industrial supply chain for so many years to build an e-commerce service platform integrating retail, social, financial and other contents. We are committed to integrating the social elements of live broadcast into daily operation. We build customers and customers, shop owners and customers, employees and customers, and business through the mode of "content force + community + live + service" Strong relationship between products and customers, comprehensively upgrade the consumption experience, meet customers' expectations, expectations and demands for a better life, and provide comprehensive solutions.

Live broadcast of new business by opening up store community

New retail terminal system helps build

Enhance the core competitiveness of terminal retail performance

Core functions: the headquarters adopts spa mode, one store, one store, one store, one store, one store. Driven by technology, the headquarters uses collaborative, efficient, one business, one second real-time data report to realize data empowerment, and remove useless intermediate links to achieve low magnification. This is the core of our current online and offline integration to challenge the existing consumer Internet.

The essence behind the consistency of online and offline is the integration of the two. In order to integrate online and offline well, we need to have strong product support. We have established a strong buyer team and the leading extreme product suppliers in the industry through collaboration, CO creation, sharing, symbiosis and win-win results. Secondly, we have built a strong team of buyers through three years of live broadcasting, wechat business and community operation A strong sustainable content output team.

In the consumer centered system, it has created online consumer Internet platforms: Taobao, tmall, Jingdong, vipshop, etc;

Consumer centered system + industrial Internet + social networking has created a new generation of e-commerce: pinduoduo.

Consumer centered system + consulting Internet create a new generation of Consulting: headlines

A new generation of community and community center

Short video with consumer centered system + content power creates a new generation of video: tremolo, fast hand

A new era of smart clothing + Internet + consumer: AIS + smart clothing + private stores.

A Chun: the last question, which is also what I want to hear most. What is your deepest experience after you have carried the goods live?

Mr. Zhang Good question!

First of all, we must admit that live delivery has many advantages. As is known to all, the live broadcast of the epidemic situation can not only create a sense of freshness and interaction, but also bring about a lot of fresh, interactive and even sharing experiences with the industry. However, under the upsurge, there are also a lot of slots. At present, the industry standards and standards are urgently needed to purify the business environment.

What's more, what's more, it's not a miracle cure! To put it bluntly, it's just a new model of sales.

And I think that model The most essential thing is product positioning! (Mr. Zhang has repeatedly stressed this point many times.)

You must be accurate product positioning, good quality, reasonable price, cultural heritage, service in place, and let consumers have a sense of experience, improve the awareness of the brand. This is my most profound experience at present!

Therefore, the next step is to further study the characteristics and inherent laws of the new mode of live broadcasting, strengthen the product publicity, and strive to go to a higher level. At the same time, I will make great efforts to further improve the products and improve the brand influence. Offline, I will open flagship stores and life halls in famous commercial streets (such as Chengdu Chunxi Road, Wuhan Hanzheng Street, Shenyang middle street, Harbin Central Street, etc.), so as to let more consumers know and recognize Ames down jacket, and can enjoy the excellent experience and good clothes provided by Ames Business. Let Ames really enter the hearts of consumers!

It's a great pleasure that Jiang Hao (left), the new retail operation director of Ames, and Han weiqi (right), the Investment Promotion Director of Ames, also attended the afternoon interview. Their insights enriched the content of this interview. Their practical views on live delivery of goods also benefited ah Chun a lot. I would like to thank you.