Underwear brand stores by the network to domestic sales into two or three million

"OEM production" is seen as having children for others. Under the global economic crisis, domestic enterprises took the opportunity to hold their own children back to support themselves. In the Pearl River Delta underwear apparel production Mayfair is one of them. Affected by the financial crisis, many of the Pearl River Delta factories do OEMs for international brands . Their export business has also been affected. However, the underwear company did not regress, but established its own brand and successfully transformed itself through online marketing Into the domestic market. Today, this obscurity underwear company a year ago, only online retail sales, monthly income reached 23 million, its own brand sales, but also ranks first in Taobao Mall sales rankings.

Create its own brand

April 2008, in the case of the downturn in the export market, Zhang Xiang underwear sales from exports to domestic sales in Taobao opened his underwear shop, just a year, his underwear shop from the beginning of each A few hundred dollars a month in business revenue, jumped to two or three million.

Zhang Xiang, founder of the underwear industry has many years of accumulation. Recalling the past, Mr. Zhang introduced the company from his first wife and two to 18 people later, a small team, from family-owned workshops to the factory more than 1,000 now, years of foreign trade and processing brought him a huge return .

However, Zhang Xiang unwilling to put their well-designed fashion underwear labeled other people's labels into expensive consumer goods, and even the domestic production and processing of things, after the fare increase and then sold back to China. At this time coincides with the outbreak of the financial crisis, Mayfair apparel overseas export business affected, while the strong domestic market demand, Zhang Xiang decided to transition: Instead of creating for others, it is better to create their own!

In the eyes of Zhang Xiang, fashion should not be synonymous with luxury, should not belong to a certain part of the people alone. Therefore, Cheung Cheung their own production of underwear, positioned as a stylish, young line, the main market for young girls.

Beautiful picture to increase the desire to buy

The biggest challenge is the promotion of its own brand. Zhang Xiang said that for a small underwear processing plant, they do not have the strength to create brand advertising like big brand underwear as big international brands, and only make use of low cost, quick and high speed network communication channels.

In April 2008, Zhang Xiang started its brand promotion and marketing through e-commerce. During that time, Zhang Xiang was enjoying themselves - to build e-commerce marketing center, under the brand planning department, customer service department, logistics and packaging department, after-sales service department.

Among them, the brand planning department is responsible for product image processing, uploading, promotional activities planning. Cheung Cheung that customers buy clothing online shop, the most intuitive is to see style, underwear and other apparel, also need to upload beautiful pictures, to give customers a visual experience. A large number of beautiful online photography shop, to attract the popularity of the media has played a key role.

Shop opened just two weeks sold more than a thousand sets of underwear, so the performance, so that Zhang Xiang more determined when the initial election of the channel. In a special underwear recommended feature, selling the hottest is not "Triumph", "Ou Difen" such an international big, but the production of underwear brand. Under the condition of selling three to four pieces of other big brands, their own brands can be sold to dozens of pieces. Today, the product sales of more than ten thousand yuan, and unsurpassed advantage, a stable Taobao Mall sales ranking first in the underwear brand. Zhang Xiang said that in the absence of any promotion of the case, shop operators always rely on quality and reputation, from the product, style, structure, etc., according to market demand to adjust.

Highlights

Strengthen pre-sale service

The advantage of online shopping is low cost, but online shopping can not be the same as the physical store, clothing products will be directly tried on to the body. This requires a good pre-sale service. Zhang Xiang online shop to set up a special customer department, online up to a dozen customer service staff, these customer service is through specialized training, knowledge of underwear fabric, style, production process, maintenance are well aware of. Customer purchase, customer service will be detailed to the customer inquires the relevant size and data, recommend the appropriate style for the customer, thus lifting the customer worried about the style or size of the worries for the future.

remind

Consignment shop missing competitiveness

Although the online store operating costs low, high profit margins, but for some open retail outlets, it may not be a good way out.

Nowadays, some stores operating poor underwear shop, there is the idea of ​​transformation of the shop, but Zhang Xiang believes that the operation will be more difficult. He said that as a factory plus direct sales stores, profits made by the shop is almost the factory profits, even if the shop charge a few commissions, but compared to the mall 20 to 30 points is still very small, for the month business Millions of shops are almost negligible. However, the average retail dealer can not compete with the business model of "factory plus direct sales store". Even if the dealer sells low prices to attract popularity, it may face losses.

Advantage

1, shorten the distance between enterprises and end consumers, enabling enterprises to have a rapid market response, to keep abreast of consumer spending needs and spending habits. That is, shorten the new product cycle, but also for its individual needs quickly adjust the development and production of new products.

2, trade negotiations, payment, delivery are carried out online, high efficiency, convenient and efficient, and improve the business from production, inventory to the circulation of all aspects of the efficiency and reduce the circulation costs.

3, reducing the initial cost of entering the market, intermediate channels, advertising costs, management costs. Lower costs, companies have the capital into product development, Rangli consumers. Through these virtuous cycles, effectively improve the competitiveness of enterprises.

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Disadvantages

1, Some business processes may never be able to use e-commerce, no matter how technology advances in the future, perishable foods and jewelry and other valuables can not be long-range tests. In addition, product images and in-kind deviations.

2, for security reasons, some consumers are reluctant to send bank card numbers and other personal information on the Internet, and some consumers are reluctant to change their shopping habits. They are not accustomed to buying goods online and are willing to go to the shopping mall for personal shopping.

3, the investment in e-commerce, its revenue is difficult to calculate, this is because the implementation of e-commerce costs and benefits is difficult to quantify.