On the one hand because of the modern heritage of history and culture, on the other hand years of remembrance nostalgia

Traditional hand industrial products with its unique artistic charm and practical performance has quietly become popular in social life, bringing huge market prospects. On the one hand because of the modern heritage of history and culture, on the other hand years of remembrance nostalgia. Traditional handicrafts are both cultural artworks and daily necessities, which are closely related to people's life. The traditional handicraft originates from the folk, as the producer's art, will combine the practical and the esthetic, has the material and the Spirit dual attribute.

Historical origins of "Blacksmith Family"

"Blacksmith Family" recognized that the Internet, personalized, differentiated products, will certainly cater to that part of the potential consumer groups. The choice of electronic commerce is not only the development trend of traditional handicraft industry, but also the only way of traditional handicraft industry transformation and upgrading. "Blacksmith Family" based on the network retail platform Taobao, has a core store family flagship store and blacksmith Kitchen knife shop.

For the handmade kitchen knife, because the traditional hand kitchen knife can not realize the industrialized society of large-scale production, thus the production cost is high, but, handmade kitchen knife also has its unique handicraft characteristics.

During the Republic of China, in 1936, the "Blacksmith Family" is the successor of the great grandfather to make a living, apprentice village an old blacksmith to learn iron; In 1942, another opened the door of the blacksmith shop, gradually mainly beat the kitchen knife, and named "Blacksmith family." The blacksmith, especially the beat kitchen knife, is the accumulation of experience, need to accumulate at least one year or more, or even longer time to be alone to take the importance or key processes, such as heat treatment, quenching and so on. The head of "Blacksmith family" is based on the tradition of handmade love and traditional culture, continue to forge iron, to avoid the mechanical industrialization of the Red Sea competition, into the hand kitchen knife blue sea expansion; I hope to continue the traditional handicraft with my own strength.

The opportunity for the transformation of the "Blacksmith family" electric dealer

In response to the Leshan kitchen knife market to hardware stores, markets and ultra, such as representative of the traditional sales channels for the targeted market research. For hardware stores, Leshan hardware stores occupy a kitchen knife sales of about 60% shares, hardware stores in the kitchen knife market has a pivotal position. However, the hardware store product line including pots and pans, water pipes, switches, brooms and so on, shop decoration layout rough simple, kitchen knife difficult in the hardware store to achieve significant value added. For commercial supermarkets, the entry of commercial supermarkets can effectively enhance the brand's visibility and reputation. However, the traditional arts and crafts into the business super, means that the high entrance fee, bar code fees, heap head fees, DM single assessment fees and other kinds of line charges, traditional handicrafts covered by the wider commercial supermarkets, the cost of offline channels is also more expensive. Therefore, through the comprehensive consideration of traditional sales channels, if the traditional off-line channel as the main distribution channels, does not conform to the "Blacksmith family" development direction and focus.

"Blacksmith Family" recognized that the Internet, personalized, differentiated products, will certainly cater to that part of the potential consumer groups. The choice of electronic commerce is not only the development trend of traditional handicraft industry, but also the only way of traditional handicraft industry transformation and upgrading. It reduces the distance between production, circulation, distribution and consumption, and greatly improves the efficient transmission and processing of logistics, capital flow and information flow.

"Blacksmith Family" in the network retail platform "Taobao" before the careful study and analysis of Taobao "kitchen Knife", which, as the kitchen knife as an unpopular product, in the entire Taobao sales of the top 10 of the kitchen knife, no one is really pure hand-beat kitchen knife. At the same time, the network consumer groups, especially after the social consumption group, has begun to get used to the basic necessities from the Internet, this part of the crowd has not been accustomed to go to the traditional hardware stores and other places to buy a kitchen knife.

The electric quotient strategy of "the Blacksmith family"

Since 2010, "Blacksmith family" implementation of E-commerce has achieved a decent network marketing performance. January 1, 2010, the enterprise settled Taobao platform sales hand kitchen knife, 2011, officially registered "Blacksmith family" brand, 2012, long-term occupy Taobao net one-pole sales first. "Blacksmith family" rapid growth of the development strategy is embodied in personalized customization, the whole network marketing, optimization services.

Personalized Customization

Because the manual kitchen knife does not need the characteristics of the mold, the difference of mechanical industrial mold mass production, at the same time, handmade kitchen knives independent production, network independent sales, belong to the former shop after the factory, small good turn. Therefore, the enterprise fully has the ability to according to Taobao and cat customers different needs and develop different production plans, so that customers participate in the knife-type design and private customization. Customers can give the network shop a picture, a picture or a simple picture of a hand, tell the store needs the size, weight and use, the store can be tailored for a customer customized a personalized tool, personalized effect is obvious.

Whole Network Marketing

The value of the whole network marketing is to improve brand awareness, recognition, reputation, but also to enhance the brand image, standardize the sales market, promote the overall network sales of an important way. "Blacksmith Family" to the network retail platform "Taobao market" and "Day Cat Mall" as the focus of expansion platform, with the network retail platform "Jingdong Mall", "Amazon" to cooperate with each other, to carry out the whole network of retail, to spend great efforts to "blacksmith family" handmade kitchen knife in the field of electronic commerce has greater development. Taobao and the cat set up an online team, the establishment of the corresponding operations and customer service departments, while the implementation of art sharing. In addition, in view of the rise of social media, actively explore social media marketing, based on Taobao Market and Cat Mall, with the development of micro-Amoy, micro-letter, micro-Bo and other media platforms from the operation.

Optimizing Services

Tool as a durable consumer goods, especially for handmade kitchen knives, a knife in the home use, often will take ten or twenty years, the use of habit, even if the old knife, also unwilling to replace, therefore, the kitchen knife as a high degree of consumer durables, relying on the impact of Word-of-mouth transmission is obvious, The requirements of the kitchen knife brand has a high brand reputation and customer loyalty. Based on this product attribute, through the service differentiation, in order to provide quality customer service, continuously enhance customer experience, truly fall into practice. So that customers do not have any concerns before and after the purchase, but also the quality of products, so as to maintain and develop loyal customers. "Blacksmith Family" put forward: 15 days no reason to return, one year no reason to exchange, life-long free grinding, and the freight from the company to carry the goods. Such service standards, far higher than the other brands of cutting tools, it is based on the optimization of the differentiated strategy of service, blacksmith family's DSR score has been maintained for a long period of more than 4.8, which described a consistent and service attitude higher than the same industry 20%.

Conclusion: The Internet domain, personalized, differentiated products, will certainly cater to the potential network consumer groups. In the future, "Blacksmith family" will adhere to its own personalized customization, marketing, optimization services, such as the advantages of the development of network distribution, branding and other strategies to further promote the business of E-commerce Road. "Blacksmith Family" choice of E-commerce, is not only the development trend of traditional handicraft industry, but also the traditional handicraft industry transformation and upgrading of the only way.

Wen/li Zhan