"Sales and Marketing" channel version of the editor of the Feng Huaqui in the micro-blog published the latest article

This article from the "Sales and Marketing" channel version of the editor of the Feng Huaqui in the microblog published the latest article, the article describes in detail a typical grassroots electric trader's representative------meter glasses--how to from a small shop taobao to develop into a year to sell up to more than 20 million of the whole network category of its own brand first name. A detailed account of a grassroots electrical business, is how to understand the brand of this matter, is how to start from their own resources, to complete a gorgeous upgrade. This case for many small and medium sellers, has a very good reference meaning.

A group of highly intelligent people, why do the hard things?

The customer unit price from 70 yuan upgrades to 170 yuan, what needs to do the work?

It seems to have just added a number "1" in front of it, but for this "1", Inmix's small boss Li Ming, two years of hard work.

Why do you say Li Ming is a small boss? Because he is younger than me four years old, but has successfully made a small shop to make annual sales of more than 20 million of the whole network category of its own brand first name.

Two years ago, Li Ming at the annual meeting with ghost feet Seven exchanges, he found that the original electrical business is really not the original thought so simple things, the so-called simple, is Li Ming's wife relies on their own family glasses factory advantage, in Taobao open a small shop, leisurely life sell goods two not mistaken.

Before that, Li Ming was still thinking about how to write an emotional novel that would give the young fans a heart-torn heart. He was in the "Bud" new concept of the composition contest won the big prize, was shocked by the electricity business Li Ming decided to discard the text from the business, personally, the wife of this shop, but, in Li Ming's words, we literati, are some lofty, He also majored in communication at the media University, if the electric dealer is just selling goods, boring, a group of people with high IQ, why do the bitter force of things? Since you are engaged in the trend, trend, revolutionary, advanced productivity, to do on the brand, to strive for high value-added.

So, a grass-roots shop upgrade road, so "green shoots".

One word, the dreamer.

All brands want to do, the question is how to do? Li Ming is still confused, knowing that the future is bright, but not the start. At this time, in the revamping business school's President class, a brand person's speech, suddenly let Li Ming Enlightened. This person is Lu Xi, immersion brand marketing session more than 10 years, the last two years has done a number of Internet brand transmission cases. (This paragraph, just suggest, you see how to streamline, before feeling too long)

Lu Xi's brand Three paragraph theory is like this:

The first step: choose Value. The needs of consumers are various, you can not all meet, choose a direction you want to do.

Step two: Provide value. What kind of work do you need to do to achieve the value you choose? How can you provide this value.

The third step: dissemination of value. Spread their brand ideals and be accepted by more consumers.

After listening to this idea, Li Ming suddenly enlightened himself. Know how to upgrade your way to go.

Grassroots electric dealer, complete upgrade in three steps

Li Ming carried out an escalation tour almost according to the three-paragraph theory.

Select value:

Their own glasses (sunglasses, fashion frame) field, Taobao Cat on the day, more prices in dozens of yuan, more expensive in seventy or eighty. The competition is fierce in this field, although they have the advantage of sourcing, but to sell dozens of-dollar glasses, there is no way out, the meter must go to the high-end, like a Swiss watch to defeat the Japanese quartz watch, the watch turned into jewelry rather than just the clock, Li Ming to turn the meter into a fashion field representative, not just a functional glasses.

He grasped the characteristics of fashion glasses, compared with Taobao, I am fashionable, compared with the offline, I am a cost-effective. Simply put, high fashion and low price.

The question is, specialize in a fashion glasses brand, the future has a way out? Is the market space big enough? Although some fashion-boomers are target customers, the area is too narrow. In fact, the United States has a similar positioning of the brand called Waibypark, only online for a year, on the financing of 100 million of dollars, Li Ming decided to take the business as an example. Japan also has a similar brand, called Jins, but only follow the line shop. and domestic, whether online or offline, there is no stronger than the brand, this is the opportunity of the voice meter.

A category inside, if not particularly strong and particularly well-known brands, such as glasses field, maternal and infant supplies field, there are opportunities to do subdivision of well-known brands, and home appliances, IT, cosmetics, it is more difficult. So, Li Ming's choice of value, just hit the opportunity.

But he is not always confident about this choice. Once, Ghost Foot seven to his office chat, he said, he now avoids the core of Taobao price belt, but the heart also have no bottom, do not know whether can succeed.

Ghost Foot 71 words and let him suddenly enlightened: if you can see the next year or two, you are surrounded by opponents, if you can watch three or four years, you find only a few opponents, if you can see five or six years later, you will find that you have no opponent. So choose, stick to it.

Provide value:

Of course, not just a simple increase in prices, no new design, no good material, just the original product, you raise the price, who buy ah?

Therefore, the meter must be in the design, quality, selection, packaging, display, description and so on, a brand-new.

For example design, must do some others did not have the style, the fluorescent green, the background pattern, the new material TR90 and so on, creates the difference from each angle.

Quality, despite the Zhejiang family's factory, but they are still roamed, will not because of the advantages of high-quality sourcing, but to develop new suppliers, because a lot of new styles, domestic factories do not, technical process is not enough, must be Switzerland's raw materials, South Korea's process can be done, despite the difficulty of communication, but still to do.

Even so, the Korean process will still have a 40% defect rate, 40% will be returned, even South Korean suppliers are complaining that we have not so stringent supply in Europe and America.

But Li Ming thinks that what you give to consumers is good or bad, they are able to perceive, perceived quality is very important, since to do the brand, since the price higher than others, it must be strict standards.

So strict standard, the supplier does not accompany you to play how to do? What's more, the electric dealer is a small batch of many styles (like Han, this is the basic requirements of the electrical business), but also fast delivery, this thing is too much.

' It's a tough process, ' says Li Ming, ' and now twenty or thirty suppliers have been sifting through it for one or two years.

At the outset is not self-confident, can't find the cooperation of the factory, he sent revamping business school president of the class met the CEO of Han Chong, Zhao is also the president of the class lecturer, Li Ming is puzzled to ask him, this supplier's problem how to solve AH?

Chong said, you talk to the factory dream.

Li Ming almost "cried", the factory is the most practical, what is the use of talking about dreams?

Chong said, useful, you have to talk about the industrial revolution talk about the trend of the Internet, talk about consumption change, talk about their own brand dream. You'll find it. (Chong himself took more than a year to integrate the supply chain and set up dozens of cooperative factories.) ）

You don't say, also really let Chong said right, really found, Li Ming found, there is a factory is a dream can be with their own, the twenty or thirty factories, and really found.

Of course, not only by dreams, they are willing to increase the price of suppliers, will come up with data analysis, you see, the last time you gave me 1000 pairs of glasses, the defect rate of 20%, I give you 10%, can you reduce the defect rate to 3%?

In this way, dream + radish, Li Ming completed his ability to provide value.

Dissemination value:

This is what Li Ming is currently doing, but has not yet thought about how to operate the mature, the brand is the story, to have a story, he gave the voice of the slogan is Brave youth, how to explain the brave, how to understand youth, these are to use the story show, can not preach. But, this step, Li Ming is still discussing.

Escape average Guest Price

After these three steps, the meter of the customer unit price from the original 70 to 170, or even 180, successfully fled Taobao average customer price of the Red Sea, sales from last year's 5 million, raised to this year's more than 20 million, this year's double 11 sales, but also last year's seven times times.

A church to send revamping business President class, two years of groping, three sections of the brand theory, four times times sales growth, Li Ming as if from the dark climbed out, less to go a lot of detours, is no longer the confused boy, now can also be traced back to the first time from the Industrial Revolution on the internet for the traditional retail of the revolutionary impact on where, Also understand the idea of the Internet thinking to transform the traditional industry, the vision has already been concerned about the same category of international situation, also has a line of resources integration ideas, the 86 Taobao entrepreneurs in the completion of the upgrade, has begun to mature, he was the most popular in the recent double an activity, Also has a unique perspective: the day sales and annual sales accounted for.

A lot of big brands, a few billion a day sales, that account for the annual sales of how much? What would it mean if it accounted for 30%, 40%, or even half? means that the brand usually 364 days of sales is very poor, do not sell without discounts, meaning that the brand in the hearts of consumers are devalued.

Voice meter is not, usually almost no discount, and double 11 of sales also accounted for the annual sales of 5%, this is the mature brand, this is to prove that the sound meter as a pure network brand, has been upgraded successfully.

In the past two years, Taobao is in the popular trend of upgrading, not only is the voice meter, there is a pillow cat shop, originally just follow the industry trend to do 50 to 80 Yuan pillow, but from the beginning of last year, they increase the customer unit price to 500, high-end products 1400 yuan, of course, the process of upgrading is accompanied by the promotion of the industrial chain, The category is ranked from the original seventh to the third.

The same example, Baowenzing, CEO of Starlight, and a renowned lecturer at revamping Business School, has packaged a women's shoe brand and jumped two or three times times from the average customer unit price.

Network of soil, can cultivate a relatively high-end brand, Baowenzing said, women's shoes in more than 800 yuan, there are billions of of the market, this billions of even 100 brands to score, each brand can also be a lot of share.

This is the chance for the grassroots to upgrade, just like five years ago, the goods can sell, grassroots electrical business in this node, early one day to complete the upgrade, a bit earlier occupy a higher potential, wait until the high end, back to sweep the low-end market or extended to the offline market, have a broader depth of space.

Lenovo to the recent uproar of the Taobao small sellers riot incident, the upgrade of the grassroots electric quotient is more and more urgent, Ma Yun in doing this thing, to the small and medium sellers must have steel emotion in which, if three years, every adjustment affects your survival, that proves you in this market, neither progress, It doesn't matter!

This time, you cry small and medium-sized sellers of survival difficult exchange for sympathy, will not work together, will only be considered the history of the wheel under the small stone. When you upgrade to a big rock, the wheel will naturally bypass you.

Grassroots Electric Trader Notice Way: If you do not upgrade, no one upgrades for you.