Network popular shoes brand Ann ' s mobile Business Road

The writer, Mr Jamie, is the founder of Appworks in Taiwan. Welcome to the first article in the Mobile Fist series. After the first two days of the launch of mobile One, many entrepreneurs came to ask me how this transformation could be implemented effectively. Because of the enthusiastic response, I thought the topic was extremely important and decided to open a new column for it. As a first step, I will go through the way of case study, and not regularly visit the team who get good results on Mobile and share their success. If there is anything you want to know about the angle, also welcome the message let me know. Ann ' s is a highly popular network of original women's brand, founded in 2003, 11 years to personally participate in several E-commerce platform generation alternating. When it started in 2003, all of Ann's orders came from Yahoo! Auctions. They were invited to enter the Yahoo! Mall in 2005 (then Monday), and then between 2007 and 2010, shopping malls gradually replaced auctions as the main source of revenue. From 2010 to 2013, the mall was almost all of Ann's. And more than a year ago, in early 2013, because of the need to diversify the risk, the development of revenue sources outside the mall, Ann ' S decision and 91mai will buy (App Open shop Platform) cooperation, and thus opened their mobile business road. After opening 91mai, Ann ' S has a proprietary brand app (Android/ios). After installation, Ann's fans can use the app to appreciate Ann's products, track fan information, read web articles, check store information, download coupons, and, most importantly, buy Ann's popular shoes directly in app. Since the app has been on the shelves, it has accumulated over 110,000 downloads, more than 25,000 active users a month and more than 1 million pages. More importantly, the results of direct purchases within the APP have quickly reached 15% of Ann's overall turnover. On the other hand, O2O (Online-to-offline) features such as App-built coupons add another 20% to the turnover on the shop. In other words, in just over 1 years, Mobile has begun to contribute directly and indirectly to Ann's performance of up to 35%. After the promotion of Maori not only this way, according to Ann's experience, in the total cost of distribution, marketing costs, capital flow, service fees, etc., the general business platform is about to deduct up to laminatiion turnover. But through APP-store platforms such as 91mai,The total cost currently generated is only percent. So if you compare it to "extended gross margin" (gross margin minus total promotion cost), Mobile's contribution to ANN is now close to 50%. When I asked Ann ' s co-founder and brand marketing manager Liv (Ann Si) The secret behind these excellent Mobile results, she points out the following: 1. The fan economy Mall is selling things, but its own App is not just about selling things, it's also a big fan of brand management. 2. Update every day you have to let fans open your App every day has surprises, so the home page, content to be updated every day. 3. Business content in addition to new products, but also in the App through content and fan communication. 4. Users themselves also want to be like users, every day to open their own App, every day to use, just know how to progress. 5. Offline-to-online through the physical stores, activities and other opportunities, and constantly invite brand fans to install your App. 6. Online-to-offline again through the App to send coupons to drive fans to retail consumption. 7. Focus on spillover effects many of Liv's friends will pick up app images, attach feedback to her through line, and many consumers will take the app to the physical store and designate a product inside. 8. Fall in love with your fans last Liv said that when she logged into the APP's Google Analytics backstage, seeing as many as hundreds of fans online and using the App will make her very moved, write more good articles to share with them, and give her updated content every day, Endless momentum. PostScript 2014 for 11-year-old Ann ' s, is actually a very challenging year. In addition to the implementation of platform diversification strategy, led to a number of unnecessary misunderstandings with the platform, the main founder, Liv's sister An Hongxuan, also began a few months ago to invite maternity leave, let Liv shoulder burden is heavier. But when she talked about Mobile, and through its daily connection with fans, the eyes were full of glitter. I think that's the hope that Mobile one can give entrepreneurs, and so I decided that this concept deserves to be promoted.