Hong Meie Talks About The Traditional Clothing Brand With The Thought Of Internet

As we all know, along with tradition clothing With the increase of operating costs, the competition pressure of garment enterprises is also increasing. In China, almost every day, old clothing companies are weakening, and emerging clothing brands are also rising. In this ever-changing environment, WEWE quietly bloomed with grace. From insipid to more than 300 stores, the WEWE has only been used for 3 years, which has raised an exclamation in the industry. Now, you can follow the reporter's brushwork and read the magic code of the rapid development of WEWE brand from the perspective of Ms. Hong Meie, general manager of WEWE brand ladies' wear.

As a decision-maker of WEWE company, hung hung looks like a warm and quiet, quiet and elegant person. He shows the meticulous details of women in conversation, but he also has a careful mind and a good example. Hong Zong said she very much agreed with the Internet thinking proposed by Tencent 15th anniversary "WE conference". This is not only because the theme of "WE conference" seems to be close to WEWE, but also because WEWE is almost mutually compatible with the Internet thinking in the process of development. How to promote the rapid development of WEWE with the new thinking of "focus, extreme, word of mouth, fast"? Hung Chung used the example of WEWE development to decompose.

When talking about WEWE, Hong general said that at the beginning of the establishment of the WEWE brand, the brand concept of "metropolitan culture" was established. It persisted in finding new creative inspiration from women's psychology, art, and city spirit, and developed products that were more recognized and preferred by the market and consumers by deepening the analysis and research of the consumption habits, life characteristics and professional characteristics of the target consumers. In the meantime, WEWE has spent a lot of manpower and effort to establish a dedicated membership management system to get more accurate membership data and consumer information. Since the establishment of the system, WEWE has accumulated hundreds of thousands of core members and has been growing at a faster pace every month. Hung Ju jokes that at least in studying the WEWE consumer group and membership system, WEWE has strivingly achieved what Lei Jun calls "concentration". Of course, this is just the beginning. The future WEWE will do better, and will also pay more sweat to achieve the NO.1 of "super value fashion women's brand", and now the young of WEWE also indicates that WEWE has a long way to go in this development.

In the understanding of the "extreme" of Internet thinking, hung also has his own view. She believes that in the process of brand operation, there is no extreme. The so-called "acme" is just a little better than others at the moment, or is the best that a brand can do at this stage. "Remember earlier, Wanda's future outlook for 020 is to develop one billion members in five years. Although the industry and the field are different, I believe that this" one billion member "will definitely be the" extreme "of the commercial real estate industry in five years. And the goal of WEWE is to develop millions of members in three years. Although the current domestic clothing market has not heard of which brands have millions of members, I hope that in five years, WEWE will become the largest garment company with the largest number of members. This is also a kind of "extreme" for WEWE in the short term. Hung Chung said. Admittedly, for the brand, members are a very effective capital. When millions of loyal fans become members of the brand, the word-of-mouth effect will be much higher than that of high cost advertising. As millet mobile phone "because rice noodles, so millet", the fact also proves that in the mobile phone market, millet "rice effect" do the best. When WEWE introduced the Internet thinking, it also thought deeply about how to manage the membership well, how to operate the members' capital effectively and effectively, so as to understand the needs and preferences of consumers. And in the exposition of the core thinking of the Internet, it also pointed out that the brand must serve the consumers well, and it must have "cock wire thinking", "fan thinking", "burst point thinking", "pain point thinking", "screaming thinking" and so on. Only in this way can more WE powder be recognized, so that the WE powder can be developed and screamed and even crazy, and there will be more positive word-of-mouth influence.

In addition, when referring to how to build a shopping environment and experience environment conforming to WEWE brand spirit, hung Chang also shared her business with WEWE. brand An important idea in management is to practise what we do best. "When we are building WEWE brands, we need to focus not only on fans' feelings about WEWE, but also on fans' perception of themselves in the process of buying WEWE, wearing WEWE and experiencing WEWE." And this idea coincides with what the WEWE brand has been advocating for consumers - here you will meet another yourself.

It is also the idea of focusing on experience and service that prompted WEWE to launch an experiential project in 2013 to build a three-dimensional way of consumer buying -- WEWE brand O2O project. With the existing huge membership system, WEWE has not only led the other brands in the industry to integrate online, offline, but also become one of the "first taste crabs" service companies, and has developed a unique WEWE style O2O marketing mode. WEWE's O2O not only combines Tmall mobile mall, official website, official micro-blog and other mobile terminals, such as micro-blog WeChat, WEWE APP, mobile phone mall and other mobile terminal platforms, but also through hundreds of entity shops in the enterprise's internal service system, and based on the member experience, puts forward measures such as sharing sales, off-site customer service, profit sharing, etc., to encourage online and offline sharing of sales and encourage customers to participate in the experience, so as to make consumers more convenient to purchase and more comprehensive after sale services. Besides, WEWE also specializes in the members' provident fund pool, suitable time rebate partners and VIP members, while WEWE members can enjoy cash vouchers directly through mobile phones at any time. These exciting marketing methods, both novel and unique, are refreshing.

Finally, for Garment industry How to break through the dilemma of new and old environment, Hong hung also has some thoughts: the dilemma of traditional clothing industry and traditional marketing mode makes today's clothing brand more and more difficult. Therefore, only by constantly innovating and trying constantly, can we find a new marketing mode suitable for brand development to break through the tight encirclement. I am very glad that the timing of the rise of WEWE is a difficult time for the industry. Because in adversity, WEWE never stopped from the beginning, and constantly looked for the road of differentiated development. The reference to the Internet thinking is the way for WEWE to adapt to the new era.