"Fast fashion" brand in the era of "quick electric dealer" How to play?

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Wen/Moye

Taobao platform (including the days of cats, poly-cost) has occupied more than 80% of China's online retail market share, if the electricity quotient of the competition is now Taobao platform between the competition between the merchants, nor for too much.

Taobao platform has nearly 7 million of the sellers, each has its own resources, each has its own avatar, the competition is not fierce. The fierce competition means that the tempo is getting faster. We spell new product speed, customer service response speed, order Processing speed, logistics speed, inventory turnover speed, capital turnover speed. The electrical business environment is getting faster and quicker, I call this phenomenon: "Fast electric quotient".

This environment is high efficiency, but many costs are also improving. Now Taobao platform, more and more own brands. Back to the previous year, we provide services for brand customers, the entire Amoy system ranking is relatively good to do, or "shallow sku, Deep inventory", in order to create a bomb to do anything, or CRM for a large fine operation, relying on old customers to improve the overall sales. But last year, when we service customers, the most confused question is whether the customer is to profit or to brand tone? Many customers say that they know the importance of brand and store influence, but the operating costs of the cat in the sky and other problems, short-term had to build a burst, had to impulse to deal with the changing situation of the cat.

In this fast-electric business environment, "fast fashion" brand is easier to adapt. Let's take a look at the noun explanation first. The so-called "fast fashion", mainly contains three aspects of the meaning of new products fast, parity and follow the fashion trend. such as Zara, H&m, me&city, Forever21 and other brands.

Although your brand is not necessarily positioned in the "fast fashion", but look at the "fast fashion" brand operation ideas, there will be some reference.

What kind of category and brand is suitable for fast fashion routes? In addition to clothing brands, in fact, clothing, food, FMCG, and even cosmetics can be used for reference "fast fashion" brand operation ideas. Clothing For example, the advantages of fast fashion is: ① inventory requirements, most products located in the security inventory situation, if it is a semi-standard product or standard, the inventory requirements lower. ② customers with high viscosity, with the promotion of brand, promotion will become more familiar. The ③ competitor is smaller than the "explosion-type shop".

What is the customer mentality of the fast-fashion shoppers? How do you do that? Although I did not do the own brand, but I have operated over the past few years more than 10 own brands, the following is my opinion, although some shanzhai, but strive to ground gas, for you to reference.

1, Brand Story

A brand must have its story, even if the story is fabricated. First of all, imagine the current brand Amoy.

Referring to "Aphrodite oil", we will think of the key words "Provence", "Rose essential Oil," beautiful little Girl "," Purple lavender "," painting packaging ", these are the stories that Liv tells us in every detail, fridge stickers, mouse pads, change bags, no matter which corner to see the gift of Liv, We will be evil moisten eyes, imperceptible thought of "Liv, is essential oil"; I thought of the strong wind, small wind two sisters, think of the national elements, think of the refusal of fur, this is broken silk passed to our story; look at Gloria, I'll feel like I went to Paris and went to Switzerland, Through every corner of the world to feel the culture of each country.

You reader, do not think that these are brand big we need to consider, I always say to the art, to the customer to do the decoration and design before to refer to their VI before, understand the brand and the story, because the decoration to highlight the thickness of the adjustment to be integrated into every detail of the place.

We have served the small shops also have some, a food customers are making grains and organic food, their brand story lies in "No I have, people have my excellent", the target customers are all high-end users, decoration of the color, packaging design to tell the customer a story, why pay attention to high-end quality food, how to health, etc. In less than a year, accumulated a lot of loyal high-end customers.

2. Operating Cost considerations

About cost accounting, I have a separate article on the pricing and accounting costs, but more in this side to repeat. Simply mention the difference between the operating costs of fast fashion and traditional ideas.

Fast fashion is required deep sku, shallow inventory, relatively low cost of inventory Yahuo, but the supply chain and ERP system on the requirements of high, we have to consider too much of the cost of selection, the early stage of the packaging of brand stories, new and old customers consumer psychological analysis of the cost. Back to the specific operation of the idea of the time we further elaborate.

3, Production and circulation links

Fast fashion brands are particularly important to the production and circulation aspects.

Zara, for example, is the only fashion company in the world that can deliver garments to more than 2000 stores worldwide within 15 days. Around the world a year about 12,000 new products, best-selling goods up to two times. Speaking of this, small evil I took a cold sweat, reader will not see such a crazy number ran away ah. Don't worry, this is the world's leading fast fashion brand, if we are independent brands, just consider their own production cycle is not adapt to the speed of the development of the electrical business can be, the latter part of the operation will elaborate.

When the brand story, cost accounting, production and circulation links are ready, then the operational level of things.

4. Visual Marketing

To Zara This brand example, brand characteristics: First-class image, second-rate production, three-flow price. Re-electric business in the field of operation to give us the idea is: first-class visual decoration, second-rate product quality, to adapt to the price of the electricity quotient. Reader think about it, when people enter your brand shop, your decoration and copywriting is one of the important ways for customers to understand your operations team. is a mule is a horse, customers do not know, they can only see the front of things, to guess whether the workshop or professional team.

So how to do good visual marketing?

(1) The world article a big copy

Small evil when I was in primary school, remember a famous saying "the World article a big copy, see you will copy will not copy". It sounds like there's no innovation, but it's practical. When I was developing my team, I also had a list of examples that I thought were good, let them go to reference typesetting, color, architecture, and so on, and then file closure, with memory imitation, large C, big B many composition in the composition is a lot of similarities, this is in line with the so-called "most customer psychology". The Eagle Master once wrote an article about 3 months of training art, is the use of this method.

(2) Continuous optimization of data analysis

A picture is good or bad, not you and I to judge, backstage so much data is to do what? We need to talk to the data. I and Art said: The same is hard wide, your picture hits high, is to save money to customers. Gorgeous pictures if not suitable for sale, it is called art. If the initial composition needs to be experience, then the data analysis needs is the attitude.

(3) Details determine success or failure

Once had a brand customer, in our side do the first month to catch up with "poly cost-effective", the same day 460,000, more than 7,000 single. Before the event, a team of 10 people were prepared for nearly one months, follow-up to deal with the follow-up of the linked marketing, 1.5 months after the customer thinks his tuition has been enough, for various reasons no longer cooperate, and after one months, customers following our previous operation ideas, and did a phase, The sales figures I saw at the front desk were only 110,000.

I briefly analyzed their vision, found that "high saturation of the red" so I have not finished three screens, I feel the eyes of the acid swelling, had to close the page, even this product do not want to buy, not to mention related sales. This is the details of the problem, the overall decoration does not have any product story, or even the origin is not, how can I guess this thing is good or bad? 460,000 and 110,000, in fact, is the difference in the details.

2. Introduction of new Customers

Fast fashion brand because the product update fast, inventory depth is not enough, the cost of introducing new customers is quite high, then we will try to upgrade the conversion rate, in the existing flow based on a great degree of excavation of new customers.

(1) Price factors

Besides Zara: First-class image, second-rate production, three-flow price

Why does the buyer "Taobao"? Amoy convenience "and" Amoy cheap "is currently the most important two factors," Amoy cheap "still dominate, otherwise the big brands will not be line online under the style of separation. We spend 20 yuan on Taobao Mail, may be able to buy the line of 50 yuan of things exactly the same thing, this is the fun. Therefore, the price factor is the most important consideration for the customers in the present environment. Simple price war will only make the store more and more lifeless, only the use of flexible prices to attract new customers. For example, the first shopping to send 100 Yuan coupons, recommend customers pay attention to shop to send 10 yuan vouchers coupons and other forms, let the price alive. Of course, the concrete operation, also need to think according to the actual situation.

(2) The design of the gift

Customer shopping psychology, "truthfully described" has not let him get a surprise, the design of the gift is particularly important here. But the giveaway is not for each client to send a phone shell and send a bookmark. The success of Jobs is that he analyzes "what everyone has in their pockets when they go out," and then goes on to do what everyone has to do. This is also true when designing gifts, if your target audience is high-end white-collar women, then there may be cosmetic mirror, coffee cup, etc., if it is cheap female consumer groups, then the change bag, mouse pad is a good consideration; business man's words, mobile phone holster, card bag, belt buckle, etc. Speaking of here, there is no end! These small gifts, have the quality of the logo, so the surrounding people are imperceptible to be excavated, and then, your costs may be less than 20 yuan.

3, the maintenance of old customers

For fast fashion brands, the maintenance of old customers is particularly important. Because fast fashion brand update frequency fast, loyal customers will regularly pay attention to new products, especially the fast fashion brands are mainly for the purchase of senior buyers.

I once bought three times a week in a shop, the reason is this: this is a three golden Crown women's clothing sellers, clothes out of the library naturally fast, he put the daily break code products in 30 percent, 50 percent, 70 percent to go, the price is you can not accept the cheap, the first time I went shopping failed, because I joined the shopping cart, Then three pieces together when the order has been broken, which aroused my impulse shopping mentality. So, the clothes look good I direct purchase, the final merger to pay the time to reconsider. In this way for three consecutive days, I bought three days of clothing, both broken code and a new model.

Analysis of this matter, broken code product itself for the seller is 0 of the cost of products, because you have sold the goods through profits, the backlog of inventory will cause higher costs, but every day more than 10 of broken code products, really aroused the impulse of customers shopping, I went back to look at their shop, in addition to the explosion of money , inventory about hundreds, the explosion of the replenishment of several times, enduring.

About the fast fashion brand operation, far more than these, I have written before the article "Operation is an art", even if done these, but also in the art gate just. Borrow a word from Lao Tze's words "Big sound is sound, elephant is invisible", electric business is to use "heart" to do.

can use language to express the words to share, or mine, only people to explore their own practice, have the effect will become their own.