Nano-pattern women's online marketing myth: distinguish online and offline products, promote new products

It is reported that Nawa was established at the end of 2010, and in 2011, when the brand was established for one year, it achieved a performance of nearly 90 million yuan, ranking fifth in Tmall Women's Clothing Stores. This year, the brand has set a sales target of 220 million yuan.

In this course, Su Zhen interpreted the growth myth of Na Wen.

Select talent from the inside

According to reports, the development of Nawen has gone through three periods: decision-making (2010.08-2010.12), growth (2011.01-2011.11), and expansion (2011.12-present). During the decision-making period, NanoStrategic completed the positioning of e-commerce, the selection of core teams, and the allocation of important resources. In the growth phase, it completed the team building and customer experience mechanisms, especially the construction of daily operation systems and the creation of e-commerce supply chain.

Su Zhen believes that the success of Na Wen has a lot to do with the team, and the success of the team can be attributed to the employer's decision-making. Na Wen did not have airborne troops, but selected them from the inside. They chose to familiarize themselves with the product, be familiar with the company, and be familiar with the boss. They believed the brand and believed that e-commerce people would lead the team. The facts prove that the leader of the team has played an extremely important role in every stage of the company's development.

“At present, resources are not the key to determining the success or failure of e-commerce, but the day-to-day operations, and daily operations include the visual system and customer service, warehouse logistics and other construction.” Su Zhen said that although there is a solid team, but the pattern It will not be easy to build a supply chain of more than 50 manufacturers in just a few months. This is inseparable from the “Lao Nai Wen” and parent brands, and the supply chain advantage brought by the mother brand. obvious.

Big investment promotion

“Narvana had nearly 90 million yuan in sales last year, and the total advertising cost was 3.67 million yuan. I think this is a hero of the times.” Su Zhen said that when most brands use e-commerce as a sewer to handle inventory, Naru Dare to new products and dare to spend enough money visually to build an online brand image.

At that time, brand owners sold their inventory on Tmall, and Tmall hoped that brand owners could sell new products. As a result, there was a support policy for new products on the platform. The practice of Nanopattern coincided with the expectations of the platform, so the situation was decided. The tattoo will be used as a success story for "New", and all the important activities on the platform have its presence.

According to reports, advertising costs for Nazha this year are still not high. According to Su Zhen, it is conjectured that within 10% of sales, although there was no situation in which “time heroes” were created last year, Nazhin’s customer experience mechanism is doing very well.

Differentiate between online and offline brands

When any brand reaches a certain amount of online transactions, it will definitely impact the offline brands, and Nazha is no exception. As a result, Nagano differentiated between online and offline brands, and made clear positioning on the line. The line targets the 25-35-year-old group, while the online position is 20--25 years old. After distinguishing between the target group and the price, the impact on the offline is avoided to some extent.

At the same time, Nawah also started the construction of an online distribution system. "When a store's sales are close to 250 million yuan, when it goes to 300 million, it will find that the customer service load can not be." Su Zhen said that online distribution and offline brands to find distributors to operate the same way.