Operating Traditional Clothing Brands with Internet Thinking - Interview with Hongmei, WEWE Brand General Manager
As we all know, as the operating costs of the traditional apparel industry increase, the competitive pressures of service providers are also growing. In China, apparel service providers are weak in almost every day, while emerging apparel brands are also rising. In this ever-changing environment, WEWE quietly bloom in an elegant manner. From the mundane to the scale of enterprises with more than 300 stores, WEWE only 3 years, sparked marvel in the industry! Now, may wish to follow the reporter's brushwork, from WEWE women's general manager Miss Hong Mei-e perspective interpretation of the rapid development of WEWE brand magic password! Ms WONG Mei-wen, general manager of WEWE brand women's wear As a WEWE company's policy makers, Hong always looks gentle, calm and graceful, and feminine meticulosity is demonstrated in conversation. Hong total said she very much agree with the 15th anniversary of Tencent "WE Conference" on the proposed Internet thinking. This is not only because the theme of the "WE Assembly" seems to be close to WEWE, but more because the WEWE evolves almost in accordance with this internet thinking. How to promote the rapid development of WEWE with such new Internet thinking of "focus, extreme, word of mouth, quickness", and always use the example of WEWE development to decompose. When talking about WEWE, Hong always said that the WEWE brand was established at the beginning of the establishment of a "metropolitan culture" as its core brand philosophy, and insisted from the female psychology, artistry and the spirit of the city continue to find new ideas inspired by deepening Target consumer spending habits, lifestyle characteristics and occupational characteristics of factors such as analysis and research and development more developed by the market and consumers recognized and like the product. During this period, WEWE spent a lot of manpower and effort to establish a dedicated membership management system to obtain more and more accurate membership data and consumer information, the system has been established, WEWE has accumulated hundreds of thousands of core members, and Every month, it grows more rapidly. Hong always laughs that, at least in the study of WEWE consumer groups and membership system, WEWE strive to achieve Lei Jun called "focus", of course, this is only the beginning, the future of WEWE will do better, will also pay more sweat, In order to achieve the "value fashion brand women's" NO.1, and now WEWE young also indicates that in this truth of growth, WEWE long way to go. In his "ultimate" understanding of Internet thinking, Hong always has his own opinion. In her opinion, there is actually no ultimate in brand operation. The so-called "ultimate" is only slightly better than others , Or to achieve the best brands can do at this stage. "I remember a while ago, Wanda's future outlook for the 020 is to develop one billion members in five years. Although different in different industries and fields, I believe this 'one billion member' will certainly be the 'ultimate' in the commercial real estate industry within five years. And WEWE's goal is to develop millions of members within three years, although the current domestic apparel market has not heard which brand can have millions of members, but I hope that five years later, WEWE will become the largest number of apparel companies, This is also WEWE in the short term of a kind of 'ultimate', "said Hung always. Indeed, for the brand, membership is a very effective capital, when millions of loyal fans to become a member of the brand, the resulting word of mouth effect will be much higher than the high cost of advertising investment. As millet phone "because of rice, so millet," the fact also proves that in the mobile phone market, millet "rice flour effect" to do the best. WEWE in the introduction of Internet thinking, but also a profound thinking about how to do member management, how to operate a more complete and effective member capital to understand consumer needs and preferences, and Internet core thinking elaborated, but also put forward the brand To serve the consumers, we must have "reeling thinking", "fan thinking", "burst thinking", "pain point thinking", "screaming thinking" and so on. So, in order to get more WE powder recognition, in order to develop WE powder screaming even crazy clothing, there will be more positive word of mouth. In addition, when talking about how to build a WEWE-branded shopping environment and experience environment, Mr. Hong shared her important idea of ​​how to practice WEWE's operation and brand management. "When we are shaping the WEWE brand, we need The focus is not only on how fans feel about WEWE, but also about how fans feel about themselves when they buy WEWE, wear WEWE, and experience WEWE. "And this philosophy is more in line with what the WEWE brand has always been to consumers Propaganda - here, you will meet another yourself. It is also this concept that focuses on experience and service, prompting WEWE to launch a WEWE-branded O2O project in 2013 that builds a three-dimensional, consumer-purchasing experience. With the existing large membership system, WEWE not only achieved the online-offline integration with other brands in the industry, but also became one of the "first taste crabs" service providers and developed a unique WEWE-style O2O marketing model. WEWE O2O, not only the Lynx Mall, the official website mall, the official Weibo and other Internet platforms and WEWE WeChat, WEWE APP, mobile phone mall and other mobile terminal platform, but also through the internal service system, in-line offline hundreds of physical stores, Based on the membership experience, timely initiatives such as sharing sales, off-site customer service, and profit sharing are encouraged to share online and offline sales and encourage customers to participate in the experience so that consumers can purchase more conveniently and after-sales service more fully. Not only that, but also WEWE We specialize in the pooling of member funds, rebate partners and VIP members in due course, and WEWE members can enjoy instant cash coupons redeemable directly via mobile phones. These incredibly dynamic marketing methods are both innovative and unique in brand name, Refreshing people. Finally, for the apparel industry how to break the frequent replacement of old and new major environmental dilemma, Hong always think about itself: the traditional apparel industry and the traditional marketing model of the difficulties that make today's clothing brand more and more difficult, therefore, the only Continuous innovation, continuous attempts to find suitable for the brand's own development of the new marketing model can break through. I am very fortunate that the timing of the rise of WEWE is a tough time for the industry because WEWE has never stopped from the outset in the face of adversity and is constantly looking for a differentiated path of development. The reference to Internet thinking is exactly what WEWE adapted to the new era the road! Men'S Shirt,Button-Up Collar Shirt,Short Sleeve Shirt,Custom Men'S Print Shirt SHAOXING GUANGQI TRADING CO.,LTD , https://www.sxgqtrading.com