Shang cross the boundary to do the current brand electric dealer, the idea market only to recognize the opportunity

Absrtact: Shang in the fashion industry in recent years, let people think she chose Cross-border brand seems to be taken for granted, but the birth of a brand, but it has its own story.

Wen/Feng Huaqui

Shang again across the border, this time from the electric music industry into the trend of the brand to do the electric business, dedicated to do the suitcase.

What's the difference between the fashion queen's suitcase?

First of all, it is fully transparent, travel loaded with something very new, do not have to open the box can be displayed to everyone, if you feel that this is not private, too exposed, it can only mean that you are old. Second, the box is not only a set of "clothes", the Queen said, to have changes, so the box has become a bladder, the sea, art, Pioneer ... Design any choice, see your mood.

Brand name is also unusual, MA Puce 6, French, meaning "my dear", literal translation is "My Flea", with pun humor, for the suitcase, it is very image.

Shang in recent years in the fashion industry, let people think she chose Cross-border brand seems to be taken for granted, but the birth of a brand, but it has its own story.

Stars always think too much, but markets only recognize opportunities

When I first found yoho!, Shang had a lot of ideas, clothing, heels, bags, and she was full of ideas about all sorts of things that could be combined with the trend. But how do you find the right category and location?

First of all, both sides feel that the brand of shoes and clothing, the market has been a lot of big-name in doing, ideas and ideas, although good, but in the already saturated market is difficult to break through. But the suitcase this category seems to be able to try, travel abroad, free line is rising in China, consumer demand is growing, but the domestic largest travel box brand, also on the 3% share, so this is a concentration of the market is not high, easy to birth a new brand.

What's more, the suitcase is a must for every current person. At the same time, 80, the needs of the travel box is not satisfied with the "pack" and "Yun", but also hope that they are beautiful, even through the suitcase to show their unique attitude to life.

But how to set the price? There are many well-known and unknown suitcases in the market, some are cheap, but not beautiful enough, others are good, but the prices are high. They bought Taobao data, found that Taobao sold the best, in fact, is 200 to 400, very big, is more than 1000, and 600 to 800 between, but is vacant, almost no good brand. Shang decided to do this market vacancy, somehow own as a star, it is impossible to sell two hundred or three hundred of the box bar, and do more than 1000 of the price, with a big face to do, also not realistic.

What qualities do you want to give to this suitcase? Shang and yoho! have a lot of fan characteristics in fact very coincident, young, eager to show their own, the pursuit of change. How do you meet these three requirements at the same time? Shang think "Transparent" is really cool. In the past, the young people want the box to become beautiful can only paste stickers, but pasted for so many years, early also should be tired of, transparent suitcase is different, new materials and characteristics to make the box is cool. And the box revealed the different content, but also showed the box owner's taste and personality, also in line with the display of their "Xuan Me" spirit. The transparent box also provides an open cushion for the suitcase-if the liner can be replaced, it will no longer be a "one" box, but more likely. This is the MA puce 6 using transparent box, "multi-redundancy" replaceable liner design ideas.

In the name of Shang, borrow the power of Yoho

Let the Stars sing and act, naturally, doing business, the control of the supply chain is indeed difficult. Flirt Electric Dealer once wrote a shocking star of the electricity business article "Why big stars do not sell sales", talk about is the star in his image force into productivity when not smooth.

Shang also face the challenge, they understand fashion, trends, music, the international trend has a deep understanding, but in the production and sales, not good at, and this is yoho! have goods. In this MA puce 6 cooperation, the two sides on the complementary advantage, respectively in the brand operation of the front end of each exhibition director.

Brand front-end, with star identity Shang and its team to assume the creative, design, promotion of the main task.

Shang put forward the transparent box, "multi-redundancy" open design, the design team to achieve such a creative. The design team, recruited from around the world, has a number of excellent designers from the UK and France, and these designers from the fashionable place have ensured the Puce 6 's tidal texture.

And in the promotion, Shang itself is a very good media, the Queen's name makes it no lack of promotion of brand opportunities. Very simply, Shang as long as in the circle of friends to send a brand of related news, star friends will naturally help promote the forwarding, first of all will be a small extent to promote a certain effect. For example, Shang to attend various fashion weeks, with Ma Puce 6 out of the street, fashion media, the fashion week to bring the brand a small amount of exposure, but also enhance the brand's trend. In a recent broadcast of the Shanghai satellite TV program, Shang's team will be MA Puce 6 full implant, such promotional resources are other original brand difficult to have.

At the back end of the brand, yoho! has the goods to the brand in the production, sales, supply chain control, logistics support and other operational details on the supporting.

First of all, from the initial stage of creativity, yoho! to assist MA Puce 6 made a market research work, identified the category, positioning. In product production, in order to ensure quality, yoho! has strict control of goods, select suppliers to complete production work.

Has many years of experience in the original brand operation yoho! have goods, but also a collection of various links of resources, from the sales platform to build, logistics, supply chain management and other departments of the core characters, composed of special groups, responsible for the operation of the brand.

This kind of professional brand operation support, is the place that Shang most value.

Celebrity Brand

Domestic success of the Star brand in fact very few, Yang Lan, Du Haitao, Tam dimension and other stars have their own brand, but the market reaction is flat, Shang also jumped into the field of electricity, the previous analysis is very reasonable, but really can do it?

Yoho!, a partner, has previously run two star boom cards.

Chen's Clottee brand, for example, is sold exclusively in yoho! and has been operating for more than a year, with sales reaching 20 million or 30 million to the end of this year. Another example, beginning in the first half, with the revival of the brand, has just been online for several months, the current monthly sales have been fast-breaking million. In addition, and JJ Lin, May Days League and other stars of the cooperation has also achieved good results. It is based on this experience that yoho! has attracted Shang attention.

In fact, for yoho!, the successful operation of the Star Brand has more to do with its experience with the original brand.

Original brand in the yoho! of goods in the category accounted for up to 60%, and as a power distribution, the country's 80% of the original brand in yoho! have goods on sale, although many of them in other electric Shangdou opened the shop, but the dismal sales have proved that yoho! have the goods is the trend of the most influential platform. In such cases, it is not surprising that Yoho! has a single electric dealer who owns 85% of the country's original brand sales figures.

It is reported that yoho! has the goods and MA Puce 6 mode of cooperation is the joint export, the future after the brand mature, brand operations will be completely transferred to the star. Standing in the industrial height to see the market yoho! have goods, is the Chinese trend of consumption as a large platform to locate the consumer industry. China currently has only three hundred or four hundred original brands, while foreign countries have thousands of original brand, Star Brand, the development of space is very large, nurturing the Star brand in line with the trend is bigger and stronger, not only to promote the brand itself, will also promote the development of the whole Chinese trend industry, and eventually feed itself.

Yoho! has the Goods marketing department President Cong was then and Shang "at first sight" of the negotiations, he to Ma Puce 6 poured great expectations. By virtue of Shang's influence in fashion, he believes, and Yoho! 's star brand operating capability, this burgeoning suitcase brand is likely to subvert the definition of the suitcase, changing the demand position of the suitcase market, and he believes that Shang and her MA Puce 6 will be another successful classic case.

If Shang really succeeds, will become the new star of the electric business, the electric business colleague, are ready to welcome this Cross-border star?