Semir Holds Fashion Partner Conference In Shanghai

　　 Semir A fashion Partner Conference was held in Shanghai.

Semir fashion Shao Feichun, the general manager of Semir electricity supplier, said Semir will invite celebrities and fashionable bloggers to become partners. brand The "shareholders", with "net red + live + business" mode of online sales. The new product launched by Semir and the first star partner Ouyang Nana will start by Juhuasuan.

Juhuasuan is known as "sword of heaven" inside Ali. It is the more than 2000 KA businesses that can turn around. The signal he releases tends to represent a trend. It is interesting that in 20 minutes of speeches and 40 minutes of media interviews, Qiu Jun repeatedly mentioned several key words of Juhuasuan, such as fun, fashion, explosive force, high performance price ratio, etc.

High cost performance and explosive power are the labels of Juhuasuan. But when was Juhuasuan = fun + fashion? Qiu Jun said that Juhuasuan had put forward these concepts for a year. In this year, she found that the change in businesses was particularly large, and Juhuasuan's own business philosophy was also changing. Because consumers at the front end of the chain have really changed.

Figure: Qiu Jun's meeting at Semir fashion partners

Dialogue two sides: Juhuasuan platform costumes chief officer Qiu Jun

Fun is also the key word of Juhuasuan.

Media: Semir's fashion partner has announced that Juhuasuan is very supportive. There is always a reason for such support. What does Juhuasuan look at?

Juhuasuan platform dress leader Qiu Jun: Semir's fashion partner, this idea is very good. In the near future, Juhuasuan will cooperate with many brands, including UNIQLO, ZARA and other international commercial brands. We hope that they will do marketing in Juhuasuan with celebrities and hot events, and put the exclusive design in Juhuasuan first.

Not only Semir, we will support other brand activities. Juhuasuan will become more and more interesting later, and will try new marketing gameplay with branding. Juhuasuan is not a simple selling platform. We hope to do a forward-looking business exploration with branding. To tell you the truth, Semir fashion partners new products start in Juhuasuan, endorsement for us, Juhuasuan also needs such a good content.

Media: everyone's first impression of Juhuasuan may be cheap and rarely associated with "fun".

Qiu Jun, head of costumes of Juhuasuan platform, actually, when Juhuasuan first started business, it was a group of interesting people from Taobao who came to do it. In recent years, Juhuasuan has done a lot of fun things. For example, after the curtain fell in World Expo, the British sanctuary left a lot of seeds. Some people said that the seeds were not taken away, and Juhuasuan said not to throw them away. They were sold as Expo souvenirs. As a result, 5000 species were snatched away in 1 minutes, and 2000 more were not robbed for 1 minutes. In addition, the Hubei sperm bank said that no sperm was donated, and the sperm bank was empty. Finally, Juhuasuan received this mission, launched a "concentrate" sperm donation campaign on the platform, and tens of thousands of people signed up in 3 days, which not only solved the problem of sperm bank in Hubei, but also solved the problem of sperm banks in six other provinces.

In a few days, Juhuasuan will play an activity of heaven. "What do you want to say, do you want to go to heaven?" everyone likes to joke this sentence, Juhuasuan can play it. Juhuasuan has positioned itself as a fast response, fun, cost-effective, stylish marketing platform.

Media: can you understand that this stage is easier to get the support of Juhuasuan if it has "fun" content?

Qiu Jun, head of costumes for Juhuasuan platform, can't read my words in a single way. Juhuasuan's platform is three-dimensional, cost-effective, unique and playful. These elements are welcome.

Media: but it is undeniable that Juhuasuan has seldom mentioned the word "fun" in the past.

Qiu Jun, head of costumes for Juhuasuan platform: we actually made quite a lot in this year. A year ago, we reached a consensus within the house. In the past, the sale of goods was not good enough for the young people nowadays. From the data of Juhuasuan, simply put the good goods in a good position plus a discount label promotion, which may work for 60 and 70, but it will not be very good for after 90 and 00. For young people nowadays, buying really needs a reason to fall on the floor. You just say that discount items are not good enough. Do you want to tell them that this is the lowest price in history? What is the meaning of clothing design? Do you have any special designs for your products? Do you have anyone I like to recommend? Really, really, consumers are changing now.

Over the past year, businesses have changed too much.

Media: have consumers changed and businesses have changed a lot?

Qiu Jun, head of costumes of Juhuasuan platform, is very large. When I went to some international commercial Brand Company a year ago, I still need to persuade their boss to give more support to the business. This year, there is no need for us to say anything more. These bosses will tell you what the latest APP has. How about this video? These bosses have nothing to do with MBA. There have been many changes in the circle of friends. The electricity supplier has no threshold. There is no online and offline theory. The society has developed to this stage.

Media: first line brands react so fast that small businesses and grassroots entrepreneurs want to make it really hard.

We are also thinking about this problem. I don't think so. We often say that Taobao is the most tender bottom of the market, and has hatched many small sellers, including the current net red and daring shop, which started with Taobao first. "Juhuasuan" As for their expansion to the back, with capital or big brand help, I think this is a different scale.

Media: Juhuasuan has changed a lot in the past year?

Qiu Jun, head of costumes of Juhuasuan platform, I can share a trend. International brands are coming in faster and faster, and the cooperation with Juhuasuan is getting deeper and deeper. Before and after 2014, they did not know how to play with Juhuasuan, and even the Chinese electricity supplier policy was still pondering. In the early stage, online inventory is basically in store and new products will not come out. The biggest difference this year is that they sell not only in Juhuasuan, but also in event marketing, such as the Nike version of the Ronaldo edition of the limited edition sneakers, priced at 2999, sold out in a few hours, faster than their official website.

Media: when it comes to international brands, the new products will start in Juhuasuan. How high is Juhuasuan's sales?

Qiu Jun, who is responsible for the sale of platform costumes, is sure that these brands are supported by business data and have their own business logic. Semir, for example, has a far more than 50% sales of new products in Juhuasuan. The specific data are from customers.

The head of Juhuasuan platform costumes Qiu Jun: almost more than 100, Tmall international development is very fast, Juhuasuan's international retail brands are also increasing, and Messi's department store also has to cooperate with Juhuasuan.

Media: for international brands, they release new products at Juhuasuan. They should also look at the sinking ability of revaluation. From the business data of Juhuasuan, is there a large quantity of orders from the three or four tier cities now?

Qiu Jun, head of costumes at Juhuasuan platform: we did not deliberately see users coming from a second tier city or a three or four tier city. You are in the first tier city, but not a luxury item, but the village president of the N line city is very rich and has bought a lot of Burberry. We only have customers and buying behavior in our mind. For example, through data analysis, we can see that a businessman is doing well in this direction. If we find that the user is not buying, we will play another game.

A sense of heavy participation is a trend.

Media: when it comes to consumer behavior, young people like to live now. Will double eleven Juhuasuan have webcast or live broadcast this year?

Juhuasuan platform dress leader Qiu Jun: Double eleven, Juhuasuan playing with Tmall, will not push the live broadcast itself.

Media: Live + net red + electricity supplier, many first-line brands are trying this game, do you think this shopping method compared with the past electricity supplier, where is the biggest change?

I don't know why there are so many people who like to live in the first place and there are so many people watching the live broadcast,. Later I understood that these people really felt lonely. They liked a group of people who were interested in the same thing together. This thing is developing very fast. Now that the era of finding a net seller can be sold, it is over. Consumers are also smart. Net red is useless. It is also necessary to say how the fabric feels, just like a face-to-face chat, while chatting between fans. A heavy sense of participation is the biggest difference from the age of flat shopping.

Media: there are businessmen say, the biggest advantage of live broadcast is fast, this broadcast live there, the stray came immediately, from planning to final landing 10 days or so is enough. Juhuasuan also emphasized the nature of its quick response, and the match between the two was quite high.

Juhuasuan platform costumes officer Qiu Jun: businessmen put some explosive marketing activities on Juhuasuan play, we welcome. Juhuasuan is a fashionable, fun and cost-effective place. We hope that consumers will come shopping every day instead of shopping.

Figure: Qiu Jun shares Juhuasuan's Cherry Blossom Festival Planning and runs different activities with cherry blossoms.

Media: so much, you mentioned a few keywords of Juhuasuan (fun, fashion, quick response, strong explosive force, etc.), and vip.com's platform properties are very different. In the past, you may be equivalent to "special price" in the consumer. In the future, do you think the difference between the two will be bigger and bigger?

Qiu Jun, head of costumes of Juhuasuan platform: different genes, the direction of development is different. Juhuasuan grew out of Taobao and Tmall, and made marketing communication for KA merchants of these two platforms. Sales were just a result of the spread of the outbreak. And vip.com started to sell their location, and their customers would not share them with merchants, nor could they send new customers to businesses. In the past few years, Juhuasuan has sent many new customers to the brand. I believe there are different demands on different platforms.

Media: how many times have you mentioned the word "fashion"? Is there a fashion team in Juhuasuan?

The head of Juhuasuan platform costumes Qiu Jun: we have a fashion editorial department. The Department that grew more than a year ago is equivalent to the number of a media editor team. The rest are designers and buyers. 80% of our team are fashion buyers.

In the past, this (Fashion Editorial Department) is not what our business people do. We only need to provide platforms and venues, and how businesses can sell themselves. Now we are working with brands more and more. We will consult with them about what promotion to do in the whole year and arrange the whole year's schedule.