Lin Shuling: Behind Gloria'S Independence Is Brand Soul.

In 1995,

(GOELIA) the formal establishment of the brand; in 2008, Gloria officially entered the electricity supplier by Taobao.

Unlike the offline stores that have accumulated nearly 20 years of industry experience, the development time of Gloria online is short and rapid. "At the very beginning, everyone else was doing business, so we went along with the mainstream to develop online business.

In 2009, we participated in the "double 11" activities of Taobao mall, which surprised us to get millions of yuan sales. After that, we began to seriously think about the development of Gloria online.

Lin Shuling, vice president of Gloria, said.

In the 3 years from 2010 to 2012, Gloria gained 16 million yuan, 70 million yuan and 170 million yuan sales respectively.

"Gloria's online business and offline

In terms of development, whether it is from scale or experience, it is regarded as a "new person", so in the company, we call the whole offline series a big G, and the online series is a small G.

Lin Shuling told reporters that due to the different channel characteristics, online customers are obviously smaller than the average age of offline customers. "The overall style of big G and small G is very similar but different.

From the age group of target customers, the big G is mainly for the elegant and fashionable women group of 25~40 years old. The younger G has a younger age group, serving for girls over 20 years old with vitality and soft characteristics.

Although the online part is only 5 years old, Gloria attaches great importance to the development of brand online. According to Lin Shuling, the design of big G and small G is completed by two independent teams. There are about 30 people in the big G design team, and nearly 20 people in the small G team, who are responsible for the design of online special contributions.

Although the development time is quite different, the difference in the number of team designers between big G and small G is not large. "This is because the company attaches great importance to online development, so it has invested a lot of resources into it.

Of course, this is also related to the relatively rich experience of big G designers. Under the same workload, big G is more accurate and stable in terms of brand style and market trend, while small G designers are more often trying to find out the rhythm of design, so they also need stronger support from the company.

"In fact, at the beginning of the development of the online industry, because online products are selling at a discount and low price, all kinds of e-commerce platforms are also doing various promotional activities. Gloria has to offer online discounts, so the sale of physical stores under the line is often disturbed.

In this regard, the direction of online development, the company has also done a lot of discussions.

We have two solutions. First, we regard the line as an inventory "sewer", just like the outlets under the outlets, only sell some goods that are over the season and discount, and the other is to regard the line as a new market, with both digestion.

At the same time, create an updated, more fashionable and cost-effective online series.

Lin Shuling said, this is why Gloria develops small G.