Shoe Clothing Material Business Test Waterline "Create Brand"

A few days ago, the brand of "Dexin people" of Quanzhou Dexin Weaving Co., Ltd. launched a "26 degree lazy blanket" for the summer "26 degree" environmental protection index. "We started the transformation three years ago, using the e-commerce platform to launch its own brand products, so that the funds can be quicker." Zheng Rong, general manager of the company, told reporters that he was knitting. cloth The supplier's business has been in business for nearly 20 years. The insistence of the first 10 years allowed him to have the opportunity to cooperate with the well-known brand enterprises in Quanzhou and the whole country. But in the past 10 years, the cost has gone up, and the only drop is the price. Under the competition of white hot competition, the profit is less and less, coupled with the economic weakness. shoes The influence of overcapacity is not easy to get the order, but it is a Bibi's IOUs.

To this end, Zheng Rong chose to transform from the baby's infancy to the young child's cloak and to all kinds of blankets that adult men and women can wear. The mature product line of traditional industries has also made the online products of Dexin weaving widely applicable to people.

"This product is relatively small, it needs to pay a lot of consumer education costs." Zheng Rong is very clear about the pros and cons of his products. The good thing is that the product competition is small and the space is big. The bad reputation is that the brand's popularity is not high, and the sales volume is very difficult to pull up. He set up an electric business team of more than 20 people. He joined Singapore's well-known T-shirt group custom manufacturers in addition to proprietary products, and became a distributor of domestic e-commerce channels. He added design elements to their T-shirts with a single style similar to A4 paper to meet the needs of customized tours of tour groups, enterprises and schools. "We have shops on Tmall, Jingdong and many other platforms. Sales of lazy blanket can not be pushed in the short term, but the business of team tailored sweaters is easier to get large orders." Zheng Rong said.

The transformation of electricity supplier by raw material enterprises is not just a Dexin weaving company. Last year, the brand of "three week" (Fujian) Plastic Co., Ltd was officially launched on Tmall eight. After four months of promotion, its sales volume has ranked third in Tmall among similar products.

"Week eight" is a new brand developed last year, specializing in the production and sale of floor mats. With the help of the current hot business channel, we hope to quickly seize the market. After four months on the line, I received good results, so I have great confidence in it and I hope to win the first place this year. Three Sida (Fujian) Plastic Co., Ltd. executive vice president Ding Zhiwei said.

He said that in order to do a good job in e-commerce channels, the company invited Tmall to specialize in marketing as a professional team to do market research, understand the market share, sales volume and product popularity of the relevant business operators, and then promote the combination of the advantages of their own products.

　 Internet thinking to transform traditional industries

From the establishment of the electronic business team, personally asked about the electricity supplier process, Zheng Rong began to realize that the so-called "e-business" is not necessarily to replace the traditional industries in form, but to fundamentally transform the traditional industries. This trend is irresistible.

"I get up at six every morning and spend at least 1.5 hours browsing the new information in the business circle with my mobile phone." Zheng Rong told reporters that it is really not easy to make an electronic business, and the information is everywhere. If we want to discriminate, we need to constantly learn the brain and consciousness. He believes that if you want to do well in the electricity supplier, you must first understand the rules of the electricity supplier's game. First of all, even though the temples are already whitening, he goes to Taobao university to study with the post-80s generation or even the post-90s generation. "In the world of electric business, it's not age based heroes. The key is whether you have a good learning attitude and whether you can bring up a good business model or good performance." Zheng Rong said he was still not satisfied with the slogan of the "blanket that could be worn" and felt that he was still not straightforward enough to understand, "no best but better". He hoped that his traditional industry brain could speed up switching to the Internet channel of the electricity supplier.

Ding Zhiwei also said that the biggest impact of electricity providers on traditional retail is reflected in the mode of thinking. "The core of the electricity supplier is to have the Internet thinking, that is, open, transparent and sharing, and use this thinking to break the existing and rigid interest pattern, and establish a direct and efficient communication channel between suppliers and customers."

And closer to the electricity supplier, Ding Zhiwei will find himself as a supplier of raw materials in the Internet age has become increasingly prominent, the situation is suddenly clear.

"In the past, we belonged to raw material suppliers, and there were no products directly facing end customers. Therefore, when we were making Tmall, we chose the high-end products and finished products as the main products. We made use of the advantages of these products with higher added value and made a small number of models with higher profits." Ding Zhiwei said that the quantity of large quantities of products is often not high profit, while the high-end products are few but high profits. "Plus some products can be produced by other manufacturers, but also requires us to produce products that others can not do, and have their own advantages."

In Zheng Rong's view, whether the supplier or the electricity supplier, the value of its existence is to meet the needs of consumers, the essence of which is goods and services. "When I used to be a traditional fabric supplier, I insisted that I saw the hope. Now the transformation of the electricity supplier is following the hope. Transformation is not easy, and learning and doing. Zheng Rong laughed over the changes over the years.

　 Interview notes

It is better to follow the lead than to follow others' footsteps.

The path of transformation that everyone can think of is not the way of transformation. There are some reasons for this. Every business can think of the way of electronic commerce, which is not necessarily the most sensible choice.

In an interview with reporters, a company was also transformed from a raw material supplier. However, after years of hard work, only after burning the astronomical figure, did it barely see profits last year. During the interview, the above person in charge told reporters that he felt that many products could be very profitable online, and the brand product line was very long. This may be one of the crux of the transformation of the enterprise.

On the other hand, five or six years ago, 50 thousand yuan might create a network brand. Now the competition in the electricity market is fierce, and 5 million yuan may not be heard in the market. This is the common feeling of many business executives. If retailers consider the electricity supplier as a way of transformation, think first: what is the positioning of brand building on the transformation line of raw material enterprises?

It's better to follow your own footsteps than to follow others' footsteps. For example, the best quality product in Xiamen is built. Clothes & Accessories The brand has only been established for more than two years, avoiding Internet channels, and focusing on big entity stores. Now its total number of physical stores is nearly 300, with annual sales of over 100 million yuan, and it continues to maintain high growth. It can be almost airtight. clothing Occupying a place in the industry lies in the precise positioning, namely, affordable and internal clothing monopoly.

And like the Quanzhou Dexin Weaving Co., Ltd.'s brand "trusted people", from the traditional Spin Fabric extends to the "lazy blanket" product suitable for young consumers. It is also a successful transformation case.

In the view of journalists, the most important thing is to make clear the target consumers of e-commerce products, and understand their needs through in-depth investigation. The road is long, and learning and practice are indispensable.