Amoy brand "Love Ken" founder: How to achieve annual sales 80 million

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Author: Niu Qian

Amoy Brand last week (now renamed as the Cat original) love Ken announced a sum of 20 million yuan of financing, move point Technology also take this opportunity and love Ken Founder and CEO Zhang Fu face-to-face communication.

Previous friends in the industry talked about the difference between North and South entrepreneurship, has joked that Beijing has repeatedly seen the media vertical class of consumer electricity, sales even compared to Taobao's Big C.

Ecken is a cowboy brand electric dealer, at present Taobao has two C home, Cat has a B shop, but also to a business-to-business form to a line of integrated apparel brand to provide denim products. Their record is, the June 2010 landing Taobao, online 17 minutes 6,000 jeans sold, 3 months after the invitation to become Amoy brand, 2011 years double 11, sales exceed Levis 30%, 2012 annual Sales 80 million, this year 160 million, net profit 30% or so.

For the love of Ken, not only before the media is rare, and even a lot of electrical business circle of friends do not understand. Therefore, I am most curious is that, as a not very early to enter the Taobao platform brand, in the fierce competition in the field of clothing, exactly how to do it?

Zhang Fu shared several points:

I. Positioning

Ecken only Cowboy, Cowboy is a seemingly vertical but in fact a large market segment, almost no age, no gender, no nationality, everyone has so one or two pairs of jeans.

The data she provided is that the current proportion of denim online clothing sales is 15% to 18%, compared with only 4% on the line. According to Taobao's next 10 trillion turnover target, and 26.7% of the clothing ratio, 15% of the jeans in clothing, the cowboy market accounted for about 400 billion.

The cowboy is also a not in the off-season season of clothing category, can reduce the pressure of inventory.

In addition, China is the world's largest denim production base (supply chain), but there is no local cowboy leadership brand.

Second, the product

Ecken is "buy hand + Designer" system, the first batch of goods on the line is directly from the processing plant foreign brands for sale, of course, the price is very attractive.

Later, gradually increase their own design, and from the style, version, fabric, technology and other aspects of the strict checks. To put it simply, it is cost-effective.

Third, marketing promotion

Unfortunately, there is no direct access to the various channels from love to promote the effect of data, last year's marketing costs accounted for 10% of sales, about 8 million.

Known online channels include Taobao's hard wide, through train, activities, Taobao outside the Baidu, Weibo and so on. But at least from the above in the online activities and double 11, you can see the participation in the activities of the sales pull. In addition, Ecken is planning to work with stars to conduct cross-border marketing.

Zhang Fu said that each channel data is dynamic change, it is difficult to statically evaluate the contribution of various channels. In her view, very important point is that on the basis of product users Word-of-mouth spread, love Ken users within 30 days of return visit rate is 39%-50%.

For the old users, they will also according to purchase amount, quantity, city, age, the whole year in Taobao consumption amount, like (discount or new, long or short, thick or thin) and so on personalized marketing.

There may also be an example of its marketing strategy, that is, love Ken's jeans price of 200 yuan (customer unit price 160 yuan-190 yuan), is not very low, and maybe even some of the offline brand some similar. This price is also based on the background of the database, considering the whole day of the cat's price system, supply and demand relationship, quality, user sense (for 25-35-year-old women) and so on to make a comprehensive development.

Iv. User Experience

Zhang Fu's quote is, "the user wants more than just a high price, but more than her expectations." They follow the "keyword search, browsing, consulting, payment, receipt" of the user purchase process, from the user's point of view to optimize.

For two examples, one is the picture and the layout of the page, the above picture is the Love Ken page, the image below is the cat search "cowboy" results in the first store. There are also a lot of differences in the page descriptions of specific products. (The former link, the latter link)

The second package, the beginning of the article is Love Ken's own design of a similar jeans pocket bag, from the shape of the bag to the user to open the steps, each link to see what, what will feel, are designed.

A joke, if according to these points, you can quickly copy a good Amoy brand?

With capital support, Ken is planning to expand its product category over the past year, extending from women's clothing to menswear. In addition, we will consider moving to overseas markets at the right time.

Source: Moving Point Technology