A fast-growing online outdoor brand

Absrtact: April 29 News, the road is the rapid development of online outdoor brands. Lintiupo CEO, said, as a foreign trade OEM factory transformation to do the electricity business, supply chain is its strength, and brand influence and marketing concept is its weakness, 2014 years will be in the content

April 29 News, the road is a rapid development of online outdoor brands.

Mai Road CEO Lintiupo said, as a foreign trade OEM factory transformation to do electricity business, supply chain is its strength, and brand influence and marketing concept is its weakness, 2014-year road will be in the content of marketing to increase investment.

The transition from the second half of 2011 began to transform to do the electricity business, that year only sold millions of. In 2012, the annual sales growth of the road to about 80 million, relying on the model of the explosion to obtain rapid growth. This is the big trend that Taobao day cat decided. 2012 related purposes two pieces of tofu are almost all occupied by us, is a good source of traffic. ”

From 2013 onwards, Taobao and cat main push thousands of people face, traffic is scattered. Mai also actively adjust the strategy to reduce the weight and proportion of tofu block flow, and began to expand outside the station, to get rid of the cat platform on the extreme dependence. In 2013, the sales were about 150 million to 180 million, an increase of 50%.

"First, we don't want to rely on a platform; second, we don't want to rely on one style." "It is dangerous to rely solely on a platform, but the more dispersed the risk, the stronger the brand's own strength," said Lin. And in order to ensure that the product structure is reasonable, the explosion is not a long-term solution. "At present, if the color factor is added, there are about 300 SKUs in the path." ”

As an outdoor brand, shoes first accounted for 90% of the product structure, and then dropped to 80%. Now the road is also operating clothing and accessories, such as subdivided categories, shoes accounted for the future may be reduced to 60%. Lintiupo explains: "Footwear started out of the outdoor brand, after a period of operation, footwear products accounted for the ultimate ratio of only 30% to 40%, while clothing accounted for about 60%, accessories accounted for 10%, which is the proportion of healthy outdoor brands." ”

At present, the day Cat channel sales accounted for only 40% to 45% of the total sales, outside the sales channels have exceeded the sky cat and Taobao. Lintiupo Introduction, the only product will be outside the net sales accounted for the largest channel, the only product will be a strategic partner.

According to billion power network to understand that the road almost every month on the four phase of the only goods will activities, two major events, two small activities. It will provide a value of about 8 million for each major event, with a 300 to 4 million per cent sale for a small period of about 50%.

In addition, the operation on the Beijing-east platform in 2013 is not good. Lintiupo that the Beijing-east platform after a large number of investment, the flow is diluted, and the Beijing-East consciously in the flow of the above to support the new business, so that the business of the earlier settled businesses are affected.

2012 and 2013, the road has been to improve operations and warehousing logistics, such as the strength of the team reached more than 200 people. Lintiupo revealed that from 2014 onwards will use the Internet's thinking to do brand, through content marketing way to let old users drive new users.