Running Camel Wan Jingang: Reinventing Traditional Costumes In The Internet Age

Wan Jinggang said that traditional enterprises should play a good role in Internet marketing and promote online and offline integration.

Wan Jingang wears his most common checked shirt, with a camel coat and a leather outdoor shoe, as if he were able to climb the mountain by laying down his office.

As the general manager of Guangdong camel Garments Co., Ltd., he has an outdoor dream for many years: let more urban elites participate in outdoor sports. At present, there are tens of thousands of professional people playing outdoor games. But after training and upgrading, many urban elites can participate in outdoor experience, and now the crowd is expanding.

Because of the difference from traditional shoes and clothing, Wan Jin Gang has long discovered that outdoor shoes and garments can not be popularized by traditional hard and broad ones, because the urban elite who yearn for outdoor sports prefer the opinion leaders rather than the stars. They pay more attention to word-of-mouth rather than stiff sales.

He also set up his own brand view at this time: first of all, you have to pull the consumer into the scene you create, and then you have to experience the brand charm that they can experience without thinking.

He thinks that it is because of different product types that camels have chosen the way of ring marketing that attaches more importance to customer experience, information sharing and communication.

Because of the free and uninhibited spirit of the brand, and the comfortable design of ordinary men's shoes and the sponsorship of some symbolic outdoor activities, camels soon became famous in the male groups of the second tier cities. By the year 2008, camels had earned hundreds of millions of dollars in annual sales.

At this point, Wan Jinggang noticed the rise of online sales channels, and began to test the water, including Taobao flagship store, walking show net, Jingdong mall, Dangdang, vip.com and other different brand channels.

He has just started selling online sales as a way to clear inventory, but after more than a year of operation, he found that online sales can significantly enlarge camel's brand radiation, and interact with consumers better and form targeted database resources.

Since 2010, camels have increased investment in online sales channels.

For many traditional enterprises worried about the online offline price, which caused the loss of traditional channel's profits, camels had a long way to deal with: because online and offline correspond to two different consumer groups, camels have already developed a large number of new products for the users of electronic business, which will be more vivid and more personalized than the products of offline stores.

The offline products will tend to be low-key and detail design, which is suitable for people over 40 years of age.

And when BELLE and other traditional enterprises invested heavily in building their own B2C platform, Wan Jingang did not follow suit.

He believes that even if you do your own B2C platform, you will inevitably be kidnapped by search engine traffic.

It is better than "big money", aiming at different mainstream business platform characteristics, targeted marketing channels.

For example, Jingdong is a platform for masculinity. Sales of camel outdoor products and men's shoes are relatively high. Tmall is an omni-directional platform that can promote all kinds of products. Vip.com's clothing is relatively strong, targeting mainly two or three line city users, which can promote classic sales.

At present, the camels will hold six order meetings in a year, online and offline. At the same time, camels will push the offline merchants to join the Internet to do e-commerce, and further stimulate sales growth.

Wan Jingang also found that e-commerce channels can be used to sink.

Because camel brands are located in the middle and high end, the retail price of the camel is basically between 700 yuan and 1000 yuan, so it will be difficult to expand to the three tier cities.

But Taobao store has increased camel's exposure rate, so that more consumers will get to the offline after they know the brand.

This has increased the camel's outdoor occupancy industry.

From 2010 to 2013, camel outdoor sales rose from 50 million to 380 million yuan in Taobao's double eleven promotions.

On the day of double eleven this year, Han Han, a spokesperson for camel, sent his daughter photos on micro-blog. With the interaction of the stars such as Chen Yao and Zhao Wei, he became the most popular topic in micro-blog.

With the hot topic, camel outdoor series has launched a high-end suit Han Han.

With the popularity of Han Han fans, the sales of this eleven - and - 10 thousand style clothing are close to 10 thousand.

In addition to marketing the fastest Internet tool, camels will also create topics online to enhance consumer experience.

Double eleven during the delivery will delay the delivery of goods, and camels to optimize customer experience as the focus, do a good job of logistics support, and launched a double eleven "racing car delivery" activities, users were randomly selected to enjoy the championship racing car or Porsche luxury car door-to-door service.

Two two camels held the first outdoor festival, which was broadcast by CCTV sports channel.

Earlier, camels had spent millions to launch the public service activities of "veterans coming home", which aroused great social repercussions.

This kind of topic that can make use of opinion leaders to interact or create interested groups is a combination of online and offline marketing, which is inseparable from the camel's background as a traditional brand.

Online databases allow camels to "make friends from the design stage" with consumers.

Whenever new products are launched, camels will randomly select old customers to make comments on their requirements, fabrics and so on. At the same time, according to the background data of network sales, we can understand the different consumers' age, hobbies, consumption power and so on, which are difficult to collect in the physical stores, so as to make targeted design and sales strategies. At present, the camel database has more than 10 million samples.

In the face of the fact that the current electricity supplier channel has been continuously improving the cost of users, Wan Jingang has also responded: activating the old users and cultivating the fans culture.

The camel is now signing Han Han, Discovery's discovery leader of the wilderness, Baer, and other opinion leaders as spokesmen, forming the appeal to specific fans.

In the "Luo Walker" activities often held by ordinary people, the promotion of super players and outdoor people affects the surrounding new users to join the circle.

Wan Jingang and his team have the ability to "shoot first and aim again". At the same time, the team structure is flat and fully authorized.

Therefore, he believes that the most difficult for Internet competitors to learn camels is their quality control system. The most difficult thing for traditional business competitors to learn is camel's "fast". Only this kind of "quick learning" ability can make camels always "stand on the draught" to borrow power.

We all do it.

The camel saw it first.

Business opportunities have been concentrated on this field for nearly ten years. When people are skeptical about online sales, camels have invested heavily in the development and marketing of all kinds of products, and they will often learn from Internet Co such as millet.

Last year, just after the discovery of the rise of mobile Internet, camels have begun to lay out the mobile Internet.

For example, the camel found that the paction from the mobile terminal increased from 3% at the beginning of the year to 15% of the dual eleven, and immediately increased investment in the mobile Internet technology research department. At present, the number of mobile Internet technology departments has been as much as that of the traditional PC technology department.

Since the Spring Festival, the order from mobile terminals has increased to about 30% of the total. Camels, especially for mobile clients, have launched value-added services such as games.

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It is hoped that camels can become a company of all kinds. Men's shoes and outdoor products can stabilize the status of the Chinese outdoor products industry, and women's shoes can enter the forefront of the industry.

Last year, Taobao's first women's clothing, MI Zi, was upgraded to a brand-new women's brand name bug. It was stationed in Tmall in March 8th this year, and has achieved good sales results.

The marriage with insects is because he thinks "they have very distinctive characteristics in creating fans culture". The rate of repeat purchase is amazing, which can form synergy with camel brand.

He values design ability and tends to buy advanced enterprises with precise positioning. Products should have their own characteristics rather than brand marketing.