Taiwan Clothing Electric Dealer Lativ Why all the way to fame?

Mention the mainland http://www.aliyun.com/zixun/aggregation/7578.html "> Electric Business Enterprise, you may think of a few key words: promotion war, burning money, huge losses and transformation and so on, there is no one claimed to have been profitable, Still fighting for the seemingly huge market cake. However, in Taiwan, clothing electric commodity licensing lativ but all the way to chop the thorns, the march, has been the concern of the electrical business people, was called the Taiwan version of Uniqlo (Uniqlo).

First from a group of data to understand the company, Lativ was founded in 2007, the current year revenue of only NT $10 million (about 2.13 million yuan), the following year revenue growth of 1000%, the third annual revenue of NT $370 million (about 79 million yuan), 2010 revenue increased to 1.5 billion (about 320 million yuan). In 2011, Lativ garments sold up to 14 million units, with revenues exceeding 4 billion NT dollars (nearly 1 billion yuan). At the beginning of March this year, the lativ of Taiwan's top 100 from the digital Age magazine jumped to 28th place in 74th Place last year.

In the mainland market, refers to clothing electric dealers, first of all will think of every guest, also established in 2007, where the sales revenue of 2010 2 billion yuan, 2011 years only 3.5 billion yuan, the overall loss of more than 700 million. But the mainland's "electric quotient star" is somewhat eclipsed by Lativ. To be aware, every guest at the end of last year, the total number of employees has been more than 10000 people, Lativ only 300 people. Every guest employs more than 30 times, creating sales of only a little more than Lativ 3 times.

Why can the lativ in a small corner of Taiwan make such a success in a market of more than 20 million people? What experience is it worth to use for reference by domestic electric business?

Founder Zhangweiqiang summed up Lativ's success as "simple, focus", the product is almost the whole year long sales, only in color, version and a little printing patterns to do some adjustment, never to catch the popular add stream Anse wire accessories, so it can focus on the quality of time and the operation of clothing.

The following Tencent technology for your Lativ success of several major factors, involving product quality, logistics system, sales methods, advertising strategies and staff incentives.

1, product quality control: As clothing this personal goods, the importance of quality and comfort naturally self-evident. Zhangweiqiang himself traveled the northern and large factories, only to find suitable manufacturers. In addition, Lativ has a special rule is, to ensure that the hands of the customer's clothing must be "washed" to ensure that the user will not have a large shrinkage after wearing, really from the details of the clothing quality control. Thus creating 80% of the old customer repurchase rate.

2, the price of pro-people: Lativ and Uniqlo also lower prices, level and high texture routes, the average price is lower than the Uniqlo of more than half, and 80% are locally manufactured in Taiwan. For example, polo shirts priced at NT $168 are often snapped on shelves.

3, the artful emotional operation: The lack of offline storefront Lativ is very focused on the emotional communication with customers, so the language tactfully, rich very affinity, as far as possible to create a good reputation to form a brand.

For example, because of their clothing production control, sometimes the local old man to cut off the thread of the clothes, customers may receive the following prompts when shopping, "but because old granny is not inevitable, if you receive the clothes have superfluous thread cut off, please try not to return, so that Grandma will be sad." "It can be seen that the lativ operation is really ingenious, and even therefore makes the picky guest less than a reason to return."

4, do not build logistics: Because Taiwan is not large, lativ not need to invest heavily in the construction of logistics system, which can save a large amount of expenditure. Compared with this, every customer spends more on logistics. Data show that in 2011, every customer built a warehouse total area of more than 400,000 square meters, the IPO documents disclosed in the data show that customers of the customer price of 108 yuan, and the logistics cost of up to 14.5 yuan. After a savage increase, Van Gogh has now made a big cut in its wind-like reach, thus saving the cost of logistics.

5. Flexible sales Mode: Lativ not only on line and Taiwan Yahoo! Kimo cooperation, also launched a variety of open-air auction activities online. In addition, it also uses Taiwan's highly developed supermarkets, including 7-11, sales systems such as convenience stores, which allow customers to choose to shop online and pay at retail outlets, have not only greatly broadened their lativ sales channels, but have also minimized their logistics-related costs.

6, do not rely on advertising: according to Zhangweiqiang, 100% of the performance inside 80% is relying on the old customer repurchase, only 10% are brought by advertising, and therefore accounted for a smaller. Even if the advertising, he himself has a lot of media relations, can get a very favorable price. In addition, the company will take the same as the obvious endorsement of the brand promotion, such as the April this year to choose Ariel and Yang Youning endorsement.

7, rewarded staff: Zhangweiqiang in the staff incentive is not stingy, 2010 staff year-end award for at least 10 months salary. Lativ's performance increased 2.5 times-fold in 2011, when Japan and Spain entered Taiwan with cheap clothing, and he decided to reward senior cadres with a year-end award of up to 40 months ' wages and an average of 8-12 to six months ' worth of bonuses for executives.

8, do not rely on external investment: the founder of Zhangweiqiang's own funds, so you can operate independently.

Source: Tencent Technology