Chi Yudong: The brand Heart Sutra after the "Soummens" of wheat Bag

Absrtact: June 27 News, at the 2014 brand Electric Dealer (Haishu) summit, the low-key CEO Chi Yudong made an independent speech, described in detail in the past few years in the brand management of the thinking precipitation. Michael Bag CEO Chi Yudong domestic Bags

June 27 News, in the 2014 brand Electric Haishu Summit, the low-key Chi Yudong CEO of a long time to make an independent speech, in detail about the last few years in the brand management of the thinking of sedimentation.

Michael Bag CEO Chi Yudong

"Domestic luggage category has hundreds of billions of market, and state-owned brands in more than 500 million of the scale is very little, no leading brands, the electricity market in the first few wheat bags, Imini, ghazal, the United States and other travel in the 50 million ~5 billion." "Chi Yudong analysis.

Chi Yudong introduced the wheat bag from the establishment to the crisis of the key nodes: 2008, the wheat bag set up, sales of 1 million, 2009, settled Taobao Mall, sales 10 million, complete a round of financing; 2010, the establishment of the official website, the completion of B, C financing, sales 200 million; 2011, full access layout, Sales of 500 million yuan, official website business accounted for 55%.

And to 2012 years, the electricity business encounter crisis, the inventory is high, product efficiency is low, the brand homogeneity is serious, the input-output problem starts to attack the foundation not deep the electric business enterprise, the wheat bag also began a long time "Soummens" and the transformation.

Chi Yudong mainly introduced the wheat bag in three aspects of the transformation: 1, reasonable brand layout and channel layout, cut off the excess product line, focus on 6 product lines, to determine the official website, the cat, Jing Dong, only products will be four core sales channels, 2, brand positioning upgrade, women, fashion, exquisite luggage brand; 3, Focus on the network and tens of thousands of members.

According to the data provided by Chi Yudong, compared with May 12, as of May 14, the 40%;sku efficiency of the wheat bag inventory turnover increased by 3.83 times times, the monthly dynamic sales rate increased by 167%, the conversion rate increased by 66%, and the return rate decreased by 40%.

In the logic of the user system, the MAI bag has its own unique operating experience. Chi Yudong introduced two points: 1, to members as the center, so that users "more to see, buy more, buy more expensive", 2, label management (according to static properties, behavioral properties, shopping properties, 58 major categories, 1192 categories, 900 small categories).

It is understood that the 2014 brand electric Haishu Summit to "brand Dream" as the theme, to "from the brand to the category" as the main line, respectively, around the five hot category "Clothing Dream Team" "Jewelry Diamond Dream Team" "Cosmetics Dream Team" "Furniture Dream Team" "Home Textile Dream Team" on the industry hot topics and enterprise cases launched in-depth discussion, A total of attracted well-known E-commerce experts at home and abroad, well-known electrical commodity licensing enterprises, excellent traditional brand enterprises, third party services, senior executives, such as more than 1000 people participate.