Unlike some shops that focus on just focusing on a few explosions, glutinous rice's explosive thinking is to capture the core consumer groups and create a continuous explosion group with style support.

The self-timer wind-grounded and lively expressions are in line with the daily habits of the glutinous rice fans. The low price and high cost performance of the sweater parts also weaken the fans' demand for the expressiveness of the store.

The sun in July is still hot, and the circulation channel for sweater knitting has already been running.

A tricycle full of sweaters travels through the wide streets, and the goods at each stall are piled up into mountains, waiting to be set off at any time. Countless packers from Beijing, Inner Mongolia and other places are coming here to purchase goods. Most of the sweater styles on the online platform come from here. Under the impact of e-commerce, three or four years ago, some capable stalls began to find another way out, seeking online breakthroughs.

This is the sweater industry park on the outskirts of Jiaxing. According to incomplete statistics, more than 2,000 stalls are stationed here. The glutinous rice is one of them. In October 2013, Peng Jie simply shut down the stalls and completely transformed into the Tmall brand, grabbing the sweater market that is often overlooked by women in autumn and winter.

The founder Peng Jie is the "second generation of the stalls", and his parents have had more than ten years of experience. Relying on the industrial advantages, he did not build his own supply chain and design department. Instead, he selected and picked up the goods from the stalls, and continuously launched the explosions to quickly open sales, but became the first in the category of Tmall sweaters.

However, the case of pressing the explosion on the eve of the explosion is too numerous to mention, but many are just a flash in the pan. Different from the original design, push series and clear style route that the traditional Amoy brand seeks, the glutinous rice still runs around the “selling” idea that Taobao used to operate.

After the single category has gained a certain status, the glutinous rice needs to rethink the meaning of the brand, because only in this way, its life cycle can be longer.

Glutinous rice

The secret of the explosion group

In terms of sales alone, the explosive power of glutinous rice is amazing. In 2015, the annual sales of glutinous rice increased from 30 million yuan in 2014 to 120 million yuan. Among them, autumn and winter is the absolute home of sales. More than 80% of sales come from August, and March-July is almost "dismal". T-shirts are only used to maintain normal operations of the store.

The glutinous rice is mainly based on “small profits but quick turnover”. Its unit price is more than 50 yuan, and the customer unit price is only 80 yuan, but it can still guarantee a net profit of more than 10%. Therefore, in the case of limited sales cycle, strengthen the ability to predict the style, support the explosion, and increase sales, becoming the play of glutinous rice.

Previously, many shops born in this industry belt had a short-lived glory. They concentrated on a few explosions, but because they did not have new styles, they did not keep up with the evolving e-commerce situation, and were weak at the end, forced to close the store. Will glutinous rice have the same fate?

In this regard, Peng Jie believes that the difference between glutinous rice is reflected in the fact that the explosion of thinking is to seize the core consumer groups and create a continuous explosion group with style support.

Let the new become everyday

General clothing brands often make commodity planning six months in advance, but glutinous rice only needs to select and stock up one month in advance.

Every day, more than 30 cooperative stalls will send dozens of clothes to glutinous rice. After Peng Jie's selection, half will be left to ensure the daily average of 4-6. He also kept inventory risks to a minimum, averaging 1-2 days per item.

After the selection, it is predicted to explode. The usual practice of glutinous rice is “through train measurement”, that is, through the promotion tools—through trains, collections, shopping carts, clicks and other data, analyze the promotion effect to determine whether the product has the explosives. Potential. According to Weng Yunhe, an analyst at Tianxia Network Business School, this method is suitable for new products to be frequently put on the shelves, product updates and iterations are fast, and it is impossible to find out the categories of products that are popular with the market through experience.

Under normal circumstances, the average amount of money in the store is more than 500, and nearly 2,000 in a year. In a statistic in December last year, there were more than 50 styles in the store that sold more than 1,000 pieces per month.

In the back-end supply chain, the glutinous rice is operated by the stall + the foundry to ensure the normal operation of this mode. Operations, warehouses, and stalls need to be communicated in a timely manner. Once the possible sales blowout is estimated, the stalls are too late to produce, and the glutinous rice should be directly processed by the corresponding factory to ensure the return within 3-5 days.

The control of the product by glutinous rice is pushing the stall to improve the style and quality. As the core of the ecological chain, Peng Jie will collect and feedback the consumer terminal data to the stalls, and then negotiate to improve quality and mutual benefit.

As the volume increases, warehouse management is also becoming more formal. In 2015, glutinous rice fully realized ERP system management, reducing the error rate of the original manual delivery and timely and accurate delivery.

Glutinous rice

Grab the core crowd

In less than a year, fans of glutinous rice stores have grown to more than 2.3 million. In the view of Shao Liqi, the person in charge of operations, the deepest reason for the continuous grasp of the explosion is to understand the core needs of the core group, that is, to provide cost-effective products for the 18-24 year old student group.

On the level of the old passengers, this year, the glutinous rice will be put on the shelf in advance, and will be pre-heated in the summer clothing in July. At the same time, the slumbering customers will be awakened through the micro-pure, and the coupons will be issued, only when they open the wallet in autumn and winter. buy.

At the new customer level, the glutinous rice is continuously used for the summer clothing of similar style, and the continuous use of the through train to measure the money and improve the retention.

In Weng Yunhe's view, the thinking of future data operation will become more and more important. If you can introduce a professional team to analyze sales, users and other data, you may be able to better support the front-end selection.

Grafted "self-portrait"

Due to the low cost of shooting and high efficiency, the self-timer style has been followed by Taobao shops. The details page of glutinous rice is also quite simple. There is no such copy, only straightforward product data and more than a dozen self-portraits in different poses. This is rare in Tmall stores.

In fact, the glutinous rice was originally shot in the same way as the model, but it was difficult to see the explosion. On August 1, 2015, glutinous rice began to try to use the self-timer to open a new prelude to the autumn. In the shooting of a lady's puff sleeve sweater in October, the glutinous rice pays more attention to the coordination of posture and clothes style, and shoots with one-handed mobile phone, the other hand naturally hangs down, showing the manner of the little woman; It is accompanied by accessories such as scarves and backpacks to highlight the overall effect.

Unexpectedly, this sweater is hot and even spreads to the entire platform. For a time, as long as the keyword "Puff Sleeve" is searched, almost all of the same set of product photos appear. From the background data, since then, the cumulative sales of over 10,000 styles have gradually increased. In the case of Yumi, this verifies some of the correlation between the self-timer and the explosion and becomes a turning event for glutinous rice.

However, Peng Jie often worried about whether the self-portrait has a continuous appeal due to the network style of filming and filming in the world. “Yi Mi also wants to make the photos even taller.”

Therefore, in June of this year, he deliberately found some models, photographers and collocations of the Golden Crown store, following the shooting of more than 70 new products. However, after the through train test, the data was not ideal, and the click rate of new pictures was tens of percentages lower than that of the self-timer.

Between sales and style, Peng Jie finally chose the former. He believes that the self-timer is grounded and lived, which is more in line with the daily habits of the fans. The low price of the sweater parts and the high cost performance also make up for the fans' demand for the expressiveness of the store.

Glutinous rice

Can the "glutinous rice phenomenon" last for a long time?

"Beat is right." Perhaps it is modesty, perhaps the original intention, Peng Jie summed up the development of glutinous rice in the past three years.

The outbreak of glutinous rice seems to have too much contingency, which creates a hidden worry for its further development.

First, last year's warm winter became a catalyst for sales growth. The wearing scene of the sweater is increased, and there are 7 or 8 kinds of light from the fabric, which leads to different styles such as jackets, sweaters, and bases. In addition, sweaters have a longer sales cycle than furs and swimwear, and can be sold from August to March of the following year. The variety of styles and long-selling styles have led more and more sellers to enter the sweater market, and the competition is becoming increasingly fierce.

Secondly, the design of the current stalls is still based on the change of big-name and current hot-selling styles, meeting the short-term needs of certain people in a certain social context. The lack of originality, so that the original industrial clusters with obvious advantages, may become a breeding ground for homogenization competition. At that time, the glutinous rice with almost zero design capability and strong dependence on the stalls will be the most direct victim.

Finally, paid promotion and through train testing, glutinous rice has always used sales as the main criterion for judging, and frequently increased the probability of explosions to a certain extent. But as the founder of an Amoy brand questioned: “Is it true that glutinous rice is suitable for Tmall?” Therefore, with the rapid growth of glutinous rice, redefining the brand is a top priority, and global awareness can enhance its brand tonality. And connotation.

The first-line Amoy brand has been listed, and the second-level Amoy brand has come to the forefront, each with its own advantages and styles. This year, the sales target of glutinous rice is 220 million yuan. Peng Jie said that there is no sales bottleneck yet.

But he also admitted that the biggest challenge came from the erosion of online red stores and private clothing stores. In this regard, glutinous rice wants to try to find some new growth points by opening new stores of other styles and categories, or changing the style of photography. After the volume, the glutinous rice does not rule out the self-built design team and the supply chain, reducing the dependence on the stalls.

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