Sputum Soup Gale: Five Practices to Expand Scale

On July 10th, at the 2014 Brand E-Commerce (Haicang) Summit, Chao Dafeng, the creator of Cracker, said in an interview with the media that in the future, rift will work on mobile, sub-brands, and multiple channels, and at the right time. It will also open stores, while high-end brands are also running.

Mobile continues to force sales accounted for 59%

Tang Dafeng, the founder of Rift, said that last year, the market for cracked mobile phones still accounted for about 30%. This year, UV and trading volume rose very fast. The Tmall 626 activity in the cracking mobile trading business reached a record high, accounting for 59%.

It is understood that the crack built about ten mobile phone team. Gale believes that Big Data will have a bigger display in the mobile phone. “I think that in the next year or two or two or three years, the use of big data on the mobile end may lead to changes in the industry. For example, now we have a physical store, online and offline membership, but we will not promote the line. If you want to see if offline stores can grow by yourself, we have a device that will automatically match your mobile number when you come in and know what you have previously bought. Many landing scenes in the future will have a greater effect."

Only 5% to 8% of net profit after offline store will be reopened in the future

Tang Dafeng told Yibang Power Network that the cracked products were very competitive online. Under the condition of no promotion and promotion, the entire floor could be ranked in the top three, so in the future, it would not be a special worry for the split store to be a physical store. “After the split, we will open the store and just choose the right time. The right time is a strong desire for both parties. For example, the head of Shoppingmall and we both want to advance this matter.”

In addition, Tang Dafeng also disclosed that compared with offline online stores, the growth rate is not high, and the net profit is far lower than the online, the next line to open stores must be online and offline to learn from each other. "Of course, the operation under the line is not the same as the online operation. It is really necessary to link them well. Some personnel must be brought online or offline, or offline personnel should be trained online for a period of time to go offline. ”

Sub-brands let go to the team to do 10 billion is their business

Tang Dafeng predicted at the 2014 Brand E-Commerce (Haicang) Summit that the future clothing brand will be a plateau formed by peaks rather than a single peak.

In this regard, Tang Dafeng said that she likes a flourishing situation, and the sub-brand has been doing. Moreover, the split sub-brand should be created by the team, not her own. “This time the sub-brand should not be me and Xiaofeng (another founder of Cracking) to do it. I think my ability is here. I’m in this state too. The same is true for small winds. Let the children make their own do."

Tang Dafeng revealed that in order to encourage the team, the company’s shares in the employees are generous. “Our children are millions and millionaires afterwards, so hurry to our house and let go of the words. People in our family who are basically full for two years or so will have a stake if they can become backbone. We are still quite generous in this regard. Yes, 10 billion is their business."

But try more channels whenever you have a chance

Tang Dafeng said that the desire to try more sales channels is very strong, but there is no suitable platform. "As long as a platform can bring together customers, the cracks will quickly rush. Unfortunately, there are still few such platforms. Regardless of the form of APP or other forms, I especially hope that such channels will emerge."

Tang Dafeng believes that there are four standards for a suitable platform. Apart from being able to gather customers, it is also necessary to have a suitable customer unit price and face the end customers directly instead of middlemen. Then there are successful cases. "Malaysia and Singapore have started to have such a platform. Taiwan also has, but the exchange rate issue has not been solved. We will all try it if we have the opportunity to do it."

It is time to explore high-end brands

According to Yibang Power Network, the average price for cracking summer clothes is between 250 and 270 yuan, and the price for autumn and winter clothes is between 370 and 450 yuan. In February of this year, Hibiscus launched the Lotus Can, which targets high-end women's clothing brands. The price range for Lian Chan was between RMB 1,000 and RMB 2,000.

Zhao Yingguang, the founder of Handu clothing, predicts that the low-end market places a high priority on prices, while the high-end market places great emphasis on the experience. All of them are based on the offline market. The mainstream of the online market should be the mid-end and mid-to-high-end brands. In this regard, Tang Dafeng also agreed that the reason why online brands can get up is that one of the most important reasons is that the cost-effective products are too expensive to sell.

“How does a supermarket subvert a street store? Because it has many varieties, it can be chosen by itself. It is very cheap. How does IKEA subvert the home industry? It's also because of its good price-to-price ratio and great design. Internet brands can do all their branding for a long time. The performance that can be achieved is that he has a friendly price, and then the quality is not bad. So pricing does not mean that I deliberately set a low, I also hope to set a high, but this is the case in the Internet price system.” Tang Dafeng said.

However, Tang Dafeng believes that with the development of e-commerce, it is now possible to carry more high-end products and brands. For the time being, Lian Chan may not bring a lot of sales, but this is a very meaningful exploration and experiment. Prior to this, there was no strong designer brand in this price range.