PPG's reputation has undergone a process of rising before and after, but its pioneering significance cannot be denied. The question is, how do online shopping brands after it should avoid weaknesses and reshape the image? With years of experience in menswear brand sales management, several core leaders of Beijing Jiuhe Shangpin Technology Co., Ltd. established the strategy of integrating and optimizing multi-resources and returning online shopping to the essence of clothing at the beginning of the creation of the cutting-edge brand Masa Maso.
Online shopping has become a hot spot in the apparel marketing industry in the last two years.
PPG's reputation has undergone a process of rising before and after, but its pioneering significance cannot be denied. The question is, how do online shopping brands after it should avoid weaknesses and reshape the image?
With years of experience in menswear brand sales management, several core leaders of Beijing Jiuhe Shangpin Technology Co., Ltd. established the strategy of integrating and optimizing multi-resources and returning online shopping to the essence of clothing at the beginning of the creation of the cutting-edge brand Masa Maso.
"Later" but "Professional" Amplifies the advantages of online shopping
The founders of Masa Maso brand found that there are many problems in making clothing brands in China: high channel cost, large inventory, serious capital occupation, low profit margins... If the brand is operated by itself rather than franchisees, the situation is relatively good. , if it is a franchisee brand it is more difficult to control. Or to a certain extent, the operation of the clothing store has entered a circle and it is necessary to seek a breakthrough.
The Internet has brought us a turn for the better. In 2006, China’s total Internet shopping amounted to 30 billion yuan. In 2007, it reached 70 billion yuan, which is growing rapidly. Looking at the world, in 2007, the total amount of Internet shopping in the United States was 20 billion U.S. dollars, and South Korea was 14 billion U.S. dollars (data provided by "Ireland"). In these statistics, each country ranks first in apparel products. This must be the future trend. Of course, Internet shopping cannot replace traditional shopping methods, but its development will be faster.
The emergence of PPG in China provides us with a good reference.
The person in charge of Jiuhe Shangpin Technology Co., Ltd. analyzed that there are two pieces of this kind of business on the Internet: one is a small shop on Taobao. The number of shops is large, but each shop is not large; The other is corporate behavior, such as PPG, but it is the operation of e-commerce companies and is relatively unprofessional in terms of clothing.
The positioning of Jiuhe Shangpin as the "post-mortem actor" is that clothing companies carry out sales through e-commerce. “Different positioning, work direction and team structure are not the same. Our team has very professional and excellent clothing company managers, design directors, marketing managers, and IT industry elites. This gives us the overall structure. More balanced and stable."
Jiuhe Shangpin discovered that some domestic men's wear brands such as Wacker and Caldanta have a thousand-thousand-dollar shirt, while some foreign brands, such as Tommy Hilfiger, have a 3.5-fold markup in Europe. However, in Hong Kong and the Mainland China, it will reach about 10 times, and the cross-border price increase is very strong.
In contrast, ZARA, H&M, and Uniqlo basically implement real international prices in China. Such brands have grown very fast in recent years, and price return has become a major trend in Europe. Only the Chinese market is still immature, so the price will be very high. This is partly due to the fact that shopping malls have to take away about 28% of their sales. At the same time, pressures such as inventory and management add up.
“The problem is that domestic brands are hard to compete with these international brands in terms of design, quality and brand culture, and the prices are so high. But if you use e-commerce, it is not the same, it can use a single point for the whole country, and The elimination of intermediate links reduces costs, and there is no premium brand in China's Internet menswear sales area. This is a very good time for us."
Quality is the entry point Integration is the competitiveness
The Masa Maso brand is positioned as a men's consumer group for 25 to 35 year old mental age. "The price system of ZARA is closer, but the product quality will be higher, similar to that of a brand like Hugo Boss. The chief designer will The concept of high-end brands such as Wacker and Cardinton was introduced.In the goods, we insist on using good materials because we value customer's word-of-mouth and loyalty.Of course, it is costly and it will be difficult for customers to accept it for the first time. However, as long as it is accepted, there will be a possibility of continuing consumption."
At the same time, Masa Maso brand also has its own adjustments in the type design, with features, and will not use a fabric to do multiple models, such as this season's goods, shirts have more than 80 models, all goods a total of more than 200 In terms of consumer psychology, it is impossible to buy it without buying it.
Jiuhe Shangpin has been stressed: back to the nature of clothing! Let competition return to commodity power!
They have also been adhering to their own corporate standards, which are higher than the corporate standards for bids and national standards. Because, there is no question that brands that have no product support will have problems.
Another principle emphasized by Jiuhe Shangpin is that, in an era of integration, it is necessary to optimize cooperation with external resources.
“For example, our shirt production partner is the well-known manufacturer Hong Kong Esquel. Our underwear manufacturer is also a manufacturer of CK. Compared with the domestic men's line brands, we are equal in design and quality, but the price It's a quarter of them; compared to Internet brands, prices are only a little higher than they are, but the design and quality are much higher."
At present, Masa Maso's warehouse is also outsourced to a professional logistics company in Beijing, but Masa Maso also has his own people to manage there. He will have strict control. At the same time, a small number of quick responses will also help integrate the upstream industry chain. In the future, Jiuhe Shangpin will cooperate with upstream large enterprises in the form of strategic partners.
The brand, design, and service are all done by Masa Maso. Others are outsourced. It is inevitable that some people will question whether this is easily copied by others. Where is Masa Maso's core competence?
Jiuhe Shangpin's answer is: Competence is integrating. For example, Masa Maso is confident to design a good product (including colors, patterns, fabrics, patterns, etc.) one season earlier than others, and this innovation is continuous. For another example, Masa Maso has created a new way to tour the office. Another example is the process of website ordering, the performance of pictures, and the fashioned lifestyle of catalogues. In addition, the speed of shipment is fast. At present, it is a new product for the four seasons each year. In the future, it will reach 12 seasons in a year. ... The advantages of a little bit of merging together are powerful energy; the emphasis has always been on continuous optimization, and it will be able to consolidate cross-industry optimization. ability.
In the two months since the on-line trial operation, Masa Maso has approached thousands of orders every month. Its average value has risen from the initial 157 yuan to the current 350 yuan. There are also many people who buy gift cards to give away, which shows their trust in the quality of Masa Maso.
In order to distinguish itself from the online shopping brand in the previous concept of people, Masa Maso uses the way of the exhibition to allow consumers to experience it personally and spread word of mouth. In Beijing's tour exhibition, Jiuhe Shangpin found that the office building with the highest rent has the highest transaction rate. This shows that the higher the income, the more acceptable the person. Next, Masa Maso will consult consumers, tell them how to pick and buy, match products, spread men's culture, and cultivate consumer groups.
PPG's reputation has undergone a process of rising before and after, but its pioneering significance cannot be denied. The question is, how do online shopping brands after it should avoid weaknesses and reshape the image?
With years of experience in menswear brand sales management, several core leaders of Beijing Jiuhe Shangpin Technology Co., Ltd. established the strategy of integrating and optimizing multi-resources and returning online shopping to the essence of clothing at the beginning of the creation of the cutting-edge brand Masa Maso.
"Later" but "Professional" Amplifies the advantages of online shopping
The founders of Masa Maso brand found that there are many problems in making clothing brands in China: high channel cost, large inventory, serious capital occupation, low profit margins... If the brand is operated by itself rather than franchisees, the situation is relatively good. , if it is a franchisee brand it is more difficult to control. Or to a certain extent, the operation of the clothing store has entered a circle and it is necessary to seek a breakthrough.
The Internet has brought us a turn for the better. In 2006, China’s total Internet shopping amounted to 30 billion yuan. In 2007, it reached 70 billion yuan, which is growing rapidly. Looking at the world, in 2007, the total amount of Internet shopping in the United States was 20 billion U.S. dollars, and South Korea was 14 billion U.S. dollars (data provided by "Ireland"). In these statistics, each country ranks first in apparel products. This must be the future trend. Of course, Internet shopping cannot replace traditional shopping methods, but its development will be faster.
The emergence of PPG in China provides us with a good reference.
The person in charge of Jiuhe Shangpin Technology Co., Ltd. analyzed that there are two pieces of this kind of business on the Internet: one is a small shop on Taobao. The number of shops is large, but each shop is not large; The other is corporate behavior, such as PPG, but it is the operation of e-commerce companies and is relatively unprofessional in terms of clothing.
The positioning of Jiuhe Shangpin as the "post-mortem actor" is that clothing companies carry out sales through e-commerce. “Different positioning, work direction and team structure are not the same. Our team has very professional and excellent clothing company managers, design directors, marketing managers, and IT industry elites. This gives us the overall structure. More balanced and stable."
Jiuhe Shangpin discovered that some domestic men's wear brands such as Wacker and Caldanta have a thousand-thousand-dollar shirt, while some foreign brands, such as Tommy Hilfiger, have a 3.5-fold markup in Europe. However, in Hong Kong and the Mainland China, it will reach about 10 times, and the cross-border price increase is very strong.
In contrast, ZARA, H&M, and Uniqlo basically implement real international prices in China. Such brands have grown very fast in recent years, and price return has become a major trend in Europe. Only the Chinese market is still immature, so the price will be very high. This is partly due to the fact that shopping malls have to take away about 28% of their sales. At the same time, pressures such as inventory and management add up.
“The problem is that domestic brands are hard to compete with these international brands in terms of design, quality and brand culture, and the prices are so high. But if you use e-commerce, it is not the same, it can use a single point for the whole country, and The elimination of intermediate links reduces costs, and there is no premium brand in China's Internet menswear sales area. This is a very good time for us."
Quality is the entry point Integration is the competitiveness
The Masa Maso brand is positioned as a men's consumer group for 25 to 35 year old mental age. "The price system of ZARA is closer, but the product quality will be higher, similar to that of a brand like Hugo Boss. The chief designer will The concept of high-end brands such as Wacker and Cardinton was introduced.In the goods, we insist on using good materials because we value customer's word-of-mouth and loyalty.Of course, it is costly and it will be difficult for customers to accept it for the first time. However, as long as it is accepted, there will be a possibility of continuing consumption."
At the same time, Masa Maso brand also has its own adjustments in the type design, with features, and will not use a fabric to do multiple models, such as this season's goods, shirts have more than 80 models, all goods a total of more than 200 In terms of consumer psychology, it is impossible to buy it without buying it.
Jiuhe Shangpin has been stressed: back to the nature of clothing! Let competition return to commodity power!
They have also been adhering to their own corporate standards, which are higher than the corporate standards for bids and national standards. Because, there is no question that brands that have no product support will have problems.
Another principle emphasized by Jiuhe Shangpin is that, in an era of integration, it is necessary to optimize cooperation with external resources.
“For example, our shirt production partner is the well-known manufacturer Hong Kong Esquel. Our underwear manufacturer is also a manufacturer of CK. Compared with the domestic men's line brands, we are equal in design and quality, but the price It's a quarter of them; compared to Internet brands, prices are only a little higher than they are, but the design and quality are much higher."
At present, Masa Maso's warehouse is also outsourced to a professional logistics company in Beijing, but Masa Maso also has his own people to manage there. He will have strict control. At the same time, a small number of quick responses will also help integrate the upstream industry chain. In the future, Jiuhe Shangpin will cooperate with upstream large enterprises in the form of strategic partners.
The brand, design, and service are all done by Masa Maso. Others are outsourced. It is inevitable that some people will question whether this is easily copied by others. Where is Masa Maso's core competence?
Jiuhe Shangpin's answer is: Competence is integrating. For example, Masa Maso is confident to design a good product (including colors, patterns, fabrics, patterns, etc.) one season earlier than others, and this innovation is continuous. For another example, Masa Maso has created a new way to tour the office. Another example is the process of website ordering, the performance of pictures, and the fashioned lifestyle of catalogues. In addition, the speed of shipment is fast. At present, it is a new product for the four seasons each year. In the future, it will reach 12 seasons in a year. ... The advantages of a little bit of merging together are powerful energy; the emphasis has always been on continuous optimization, and it will be able to consolidate cross-industry optimization. ability.
In the two months since the on-line trial operation, Masa Maso has approached thousands of orders every month. Its average value has risen from the initial 157 yuan to the current 350 yuan. There are also many people who buy gift cards to give away, which shows their trust in the quality of Masa Maso.
In order to distinguish itself from the online shopping brand in the previous concept of people, Masa Maso uses the way of the exhibition to allow consumers to experience it personally and spread word of mouth. In Beijing's tour exhibition, Jiuhe Shangpin found that the office building with the highest rent has the highest transaction rate. This shows that the higher the income, the more acceptable the person. Next, Masa Maso will consult consumers, tell them how to pick and buy, match products, spread men's culture, and cultivate consumer groups.
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