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Channel transition from product brand wheat bags
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Total Views: 136 - Total Replies: 2
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Mar 09 2011, 12:30 am - By ddoddo
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recently, the reporter who related to the investments in the Legend at the confirmed, Jinxing wheat bags has received investment capital into the association. This wheat bag on the luggage originated in Taboo brand, has grown from a simple online sunglassesmaker.com brands, to become the online shopping market is currently an influential network of channel brand, bags daily sales reached more than ten thousand.
(Reuters billion state power) in the eye of the reporter, wheat bags, president Ye Kaifeng is ineloquent, but in the eyes of Zhang Lin Manager of Legend Capital, "He is a great idea man." While the wheat to be consumed quickly brand bags common recognition and investors, and its network of multi-channel bagsyard.com are closely related.
Alternative out of Amoy
Prior to 2006, Ye Kaifeng for over ten years of foreign trade export business of OEM bags, wedding dress has been made for others, getting lower and lower profit margins. A chance, so that he "met" the e-commerce.
In 2006, a friend e-commerce to find Ye Kaifeng the Web to sell bags, the two hit it off. Luggage industry concentration is very low in China, production of bags of small and medium enterprises in Zhejiang and Guangdong, a dime a dozen, brand complicated. Also in China, the luggage industry's high profits behind the dark side of many, the first toryburchcenter.com the low frequency of consumption.
Chinese women for the frequency of consumption lag far behind the pack in Europe and America and Japan. In the U.S., women buy handbags a year on average 7 in Japan, the figure is 7 to 10. In China, the women put the bag as the durable goods.
Ye Kaifeng that the future of women wrapped in the Chinese market is bound to appear as high frequency in Europe and America as the trend of consumption, but only if the price to meet the spending power of China. After analyzing the louboutinpumpssale.com factors that may reduce the price after the Ye Kaifeng eyes focused on the supply chain. Shorten the supply chain is an effective way to reduce costs, and e-commerce is a means to shorten the supply chain. Taboo transactions to see the rapid progress, in 2006, Ye Kaifeng up the wheat bags brand started him moved to the network channels.
Tepid C shop career more than a year, so that ye Kaifeng know e-commerce. In 2008, Taboo, Taboo Mall pushing, Ye Kaifeng soon settled in, opened a flagship store in B2Csupra shoes Since entering earlier, wheat bags get a lot of priority display and promotion opportunities.
However, the development process of wheat bags has encountered a problem: some venture capital investments tend to have an independent shop mall, but do not want to vote for the money only in a shop Taboo wheat bags.
Since 2008, Taboo, there are many big sellers start out "Amoy" his own, but most enterprises out of scouring the practice was not successful. This issue has puzzled wheat bags, and finally decided to take that step Ye Kaifeng, opened his own independent store. Although sales Taboo platform is still 80% of sales, wheat gucci outlet store , but to open up multiple channels of distribution allows the wheat bags to obtain recognition of venture capital.
Multi-strategy shop
Ye Kaifeng ideal is to make wheat bags on the luggage area network ZARA, go fast fashion line. However, to accomplish this goal is not easy.
Go fast fashion line, requires a company category and diverse, fast push new. The wheat bags initially Taboo shops and brand it. How to have been the basis of consumer gucci bags Extend and expand, as Ye Kaifeng must be taken into account. "Dilute the brand of wheat bags in favor of doing channel brand." Ye Kaifeng have a new idea.
On the one hand, wheat bags will be broken down among customers, developed a flying space, waves the United States, DUDU, Cartago more than a dozen sub-brands. More like an online-coachoutlet.com lady. On the other hand, wheat bags also attracted Mickey, Pierre Cardin, Nike and other brand dealers to enter.
Internet search will find space and wave flying out of the United States were all brand stores, while some shops are operating Taboo wheat bags of products.
Ye Kaifeng told the "China Business" reporter, Taboo platform like Shanghai shopping district, select what kind of shops to open by the decision of customers spending habits, such as the official flagship store is like a wheat bags stores in , coachoutletonline.biz of its branded products can be purchased. But some customers do not like such a large number of customers in the selection of large stores, such as urban white-collar workers, like the lady wind, wave to her as long as the United States and specialty store on it. Therefore Taboo this district, we must have comprehensive stores, and must have brand stores.
Mall shop is basically a self-service order transaction, but some customers just love the exchange of C-type store to buy. Also some customers in the clothing store to buy gucci wallet , the way that is suitable for products with wheat bag will buy it. Therefore, the layout of the Taboo platform, not only the flagship store, different stores, but also a store distributor of products while operating wheat bags.
Ye Kaifeng that e-commerce is not a mystery, and its business logic and traditional channels, the ultimate goal is Taboo million pieces of such goods on the shopping district, this multi-level store structure, a strong display of wheat bags increases the frequency and opportunity. Next, the wheat bags need to do is to standardize a good price, to keep prices uniform. On the network, so that gucci mens shoes Management should be a lot easier than the line.
Ye Kaifeng’s first online department store into the mall is the Amazon. Responsible for bags category Amazon Liu Fang in the "China Business" interview, said there are some brand category because many involved in the platform into the Amazon wish not to be submerged in a number of commodities, and want to have a central display space, Amazon opened a specialty store dedicated channel. But Amazon also has its own election rules Zhen, such as the product enough, SKU (stock keeping unit minimum) can not be less than 800, each category can only open two three, and charge a fee.
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