Jin PA Electric business strategy exposure: Secret breeding brand CNCN

"Billion Power network News" October 25, according to close to the power of the electric dealers, Jin PA is through the business secret to cultivate new brand CNCN, and will be online operation mature, and then cut back to the offline market.

Taobao data cube data show that the latest quarter of the brand in Taobao on the transaction amount of 58 million yuan, ranked in all men's sixth name brand. But with the same as the first camp of the Seven Wolves, Jack Jones, Gxg and other brands, Jin PA business development appears quietly, the internet can hardly find any about the power of the electric Dealer's report.

The above-mentioned personage discloses, the Jin PA carries out the electric business to carry on the service for more than a year, has been doing only two things: one is the clear stock, the second is the CNCN of the son brand to prepare.

Billion power network to understand, Jin PA men in March 2011 officially involved in the field of electronic commerce, to this end, Jin Pa set up an independent subsidiary of Shanghai Jin-e E-commerce Co., Ltd. is responsible for the overall power of men's online business, and the previous Jin PA's electric Business department has only two employees. The same year March Jin PA Day Cat flagship store officially launched Operation, April Jin Pa settled in Jingdong Mall, December independent of the online line.

2011 Jin PA Online sales, Taobao accounted for 60%, Jing Dong accounted for 40%, of which Taobao sales of 32 million yuan, Jingdong sales of 20 million yuan. 2011 Taobao Mall Double A big promotion, Jin PA Total day sales amounted to 10.48 million yuan.

The above sources revealed that the strength of the senior power PA agreed to the first goal is to be in the prescribed time to digest the inventory, and 2011 Jin PA online inventory of goods than has been maintained in 100%, until the beginning of this year, Jin PA electric dealers in the clearing out of the required inventory, only gradually introduced new products. While efforts to digest inventory at the same time, the power of another important task is to cultivate a new child brand to prepare.

It is understood that the last three years, Jin PA Men's line business encountered development bottlenecks, the growth rate has slipped year after year, inventory accumulation serious. Jin Pa tried to break the bottleneck by nurturing new brands, and the way it was done online was ripe and then cut back to the offline market. "Jin Pa wants to push the new brand, just started to do market testing through the electrical business is a good way." Otherwise, the cost of online shop is too high, consumer feedback data collection is too slow, and controllability is not strong. "One day cat men's clothing brand electric dealer said.

February 2012, Jin PA men decided to launch casual pants brand CNCN. In order to fully operate good CNCN, Jin Pa will also "Jin Pa" This brand of the cat flagship store, Jingdong flagship store and the official website all to E-commerce service provider Gusing on behalf of the operation. But Jin PA to launch the Son brand CNCN has been kept deliberately low-key. In addition to the inside, very few people know CNCN is the brand, CNCN in the brand propaganda also not mention Jin Pa.

October 1, 2012, CNCN Cat flagship store on the first line, the main products to casual trousers, and with shirts and down jacket and so on for sale, while the most good of the jacket does not involve much. CNCN's slogan is "Every casual pants has a unique design."

Billion power network to understand that the CNCN down a total of 84 products, casual pants in the price concentration between 300 to 400 yuan; On line 24 days, overall sales are good, one of the wool cardigan sold 103 pieces.

CNCN Day Cat flagship store

The source said that in the future, Jin PA will be the main focus on the operation of CNCN, once CNCN this model is proved feasible, Jin PA will be through this way to launch a new brand. At the same time, Jin Pa also tried to buy foreign teams to help the operation of CNCN. Previously, there was media reports, Jin Pa had contact with the network's own brand Massamasso, hoping to acquire Massamasso's operating team by way of acquisition, but the two sides did not negotiate.