Using Electronic Commerce To Establish Electronic Brand

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The most representative is 2009.

The predecessor of the wheat bag is the leather bag manufacturer and trader who made OEM for French crocodile. Before and after the millennium, the foreign market is still very good. In a year, it can easily get the sales of 30 million, but the profit rate is usually only 3-5%. As a result of discontent enough to always dress for others, and always struggling at the bottom of the industrial chain, Ye Haifeng, the founder of the wheat bag, has a restless heart and a strong sense of crisis, and begins to have the idea of creating his own brand and entering the Chinese market.

In fact, at the beginning of the pition to the Chinese market, there are not many successful cases to learn from. Many business executives do not believe that e-commerce can really create miracles until the volume of Taobao's pactions doubled every year, and the products traded gradually from durable goods to consumer goods, which really stimulated their confidence and determination in e-commerce.

Companies like wheat bags have made many detours and paid a lot of tuition fees in the early days of pformation. In Ye Haifeng's words, "experience is spent on money". Wheat bags are pformed from a leather bag OEM manufacturer to a network star enterprise with annual sales of 100 million yuan, one day can launch 50 new products and realize "zero inventory", among which there are too many bright spots worth our finding.

However, e-commerce is not just a simple way to move business to the Internet. In addition to analyzing the consumer behavior of online shoppers, it also sets high requirements for their own innovation capability.

Because consumers are more casual when browsing online, they are also easily distracted for various reasons, so it is very important to ensure the rich display and application of sticky products.

In terms of product innovation, wheat bags are exhausting, because Ye Haifeng is clear about whether the product is rich enough to tide over, which will determine the success or failure of the brand. The development speed of tens of thousands of new packages in the year has made the wheat bag become the pronoun of fashionable bags and fashionable bags. Almost all the new product information of the wheat bags is from the fashion frontier Italy. One of the shareholders of the wheat bag has a Italy luggage company over 60 years old, and a research and development center has been built in Venice.

If the "flying space", which is located at the age of 16-25, will highlight its lovable characteristics, its magic cube bag, guitar bag, puppy bag and so on will all be popular. Aiming at the 30-40 year old "Alfa", the classic route will be taken. The design must be steady and material oriented. Some of them will imitate the style of high-end brands.

It can be said that the wheat bag has done others' products, which can be bought at a cheaper price, and the products that others do not have can be easily found in the wheat bags.

The rich product line, meticulous brand management and rapid R & D innovation make 60% of the customers of wheat bags repeat the purchase within three months, which is enough to make competitors and traditional counterparts shocked.

In fact, not only does wheat bag know that fast product innovation is the vitality of marketing, but also everyone knows the way to create the miracle of clothing network sales.

It is also a network brand from scratch. In the three years of nearly thirty thousand percent growth, Vic gained the top 50 of China's high growth enterprises in 2009. In fact, it only wanted to be a "cost-effective menswear brand". But in less than two years, the sales volume of VCM was over 40 thousand, and its annual sales exceeded 600 million yuan. The product line developed rapidly from the standardized men's shirt and POLO shirt to women's clothing, children's wear, footwear, ornaments and household products, and a new design style was launched every week. This development made the old age feel that selling clothes was much more stimulating than selling books.

But e-commerce is not allowed to be a model. PPG's decline is a good example. It's a matter of time before we focus on product innovation but not on quality, and pay too much attention to marketing without paying attention to the health of the capital chain.

Therefore, no matter what kind of sales mode, the product is still the core of the business. Quality is always the life of the brand. Besides the innovative vitality, e-commerce enterprises are also indispensable in product quality.