Amoy Brand Royal Mud Square "axes": Marketing product management and the big environment

Dai Yue, chairman and president of Royal Mud Square

"Electric Dealer Sample" Time is a long river. Since March 1998, the completion of China's first internet trading began, the electric business enterprise surging, live and death, both from the 1999 since the establishment of Dangdang, but also a high profile March but only online 3 months of the product Poly network. From July onwards, Sina Science and technology will select one or two representative electric business enterprise to do the observation every week. We do not mean to be successful, but are willing or due to the failure, or comb its model, or report its growth, to record the current sample of electricity.

Brand Profile:

Brand: Royal Mud Square (Hunan Changsha)

Category: Mask;

Available time: 2006;

Executive team: Dai (Chairman and President); Liu Waves (the founder of the Royal Mud Square brand, is only responsible for the first raw materials processing management); Huangjin (Chief of staff, similar to COO); Kang Wenshu (technical engineer of product technology, former Office of Unilever);

The total number of products (paragraph): nearly 150 paragraph;

Customer Price: 120 yuan;

Sales: 2011 Close to 200 million, 2012-year target sales 200 million;

Annual net profit: About 10% of the sales, that is, the book profit amount of 20 million yuan. Since the expansion of operations requires substantial financial support, the essence still needs to be financed to promote development;

Number of employees: nearly 500 people (including customer service and warehousing, etc.);

Financing: billion-level investment has been made, specifically inconvenient to disclose.

(The above information is provided by Royal Mud Square)

Headquartered in Hunan "Royal Mud Square" is a completely rely on Taobao channel to do the Mask brand. Since 2006, the annual sales of Yu Nai Fang on Taobao have soared from less than 1000 yuan a year to nearly 200 million. From this brand in the period of several important points of view, the Royal Mud Square proved the marketing tools, product management and the big environment of these three elements in Amoy brand growth process of the important role.

"Good Time" marketing

April 2010, the Royal Mud Square sales jumped four or five times times. That made the company's president, Dai, a bit of an accident, since the growth rate was usually one to twice times. But he knows exactly where this unexpected growth is coming from. April 9, he attended the Hunan satellite TV "Day Up" program broadcast. In this episode, he was demonstrating the process of the mud mask production, and gave his brand a big advertisement.

Now, looking back on the show, Dai still felt that the mud square had a good time. At the end of 2009, Taobao and Hunan satellite TV set up a joint venture company "Hunan Happy Taobao Culture Communication Co., Ltd." April 2010, one of Hunan TV brand column "Day up" for this production of "Happy Taobao" Special Edition, selected a number of categories of more than 10 Taobao shop for the typical promotion. At that time, the royal Mud Square has just decided to make products from simple to do sales to do at the same time brand, and began to launch a large number of new products and upgrade product image.

With such planning, Dai walked into the studio of Hunan TV. Whether it is on-site demo mask production process or the performance of the moderator exaggerated humor, Dai to the Royal Mud Fang want to convey the "natural" demand performance of relatively clear in place. At that time to participate in the show also taobao another underwear Amoy brand "song Rui Seoul." For some reason, however, founder Zhang didn't even mention the "Goldie" brand name (and possibly the program clips) on the show.

According to Dai revealed that at that time, shop selection to Taobao advertising business priority. 2007 years, Taobao officially launched advertising business. And the Royal Mud Square since 2008 began to advertise on Taobao. Today, nearly 200 million of the annual sales of the Royal Mud Square brand promotion costs about more than 40 million, including Taobao channel accounted for 60%, other channels including fashion magazines and television programs.

May 2010, the Royal Mud Square and Hunan local life weekly "new one Week" cooperation, the production base and technology has been the focus of publicity. 2011, the mud mask of the royal Mud Square is Hunan TV's beauty category column "I am a great beauty" focus on recommendation. In addition, the Royal Mud Square also in Hunan TV shopping program "More Amoy More Happy" and "happy to buy" in a frequent appearance.

It is not difficult to see, in addition to Taobao ads, the Royal Mud Square media delivery are concentrated in its headquarters in Hunan. Thanks to the national coverage of Hunan TV and high-frequency exposure, the royal Mud Square has achieved a decent promotional effect. This effect is directly reflected in sales. 2010, the Royal Mud square sales soared 10 times times to reach 40 million yuan.

The "downwind car" of the internet shopping environment

The "Good time" encountered by the Royal Mud Square is not only "happy Taobao" one. China's consumer-to-consumer and Business-to-consumer markets have begun to show signs of rapid growth in 2006.