10 Thousand Daily Sales Of Single Products: The Three Innovations Of Su Ti Ya

Sutier's dream

In March 2009, the famous senior suit was tailored to the brand "private tailor".

When will China have such a grand gathering? Can we create the brand that leads the world's fashion from China?

Inspired by this great dream, Li Yong and Zhou Yu began a tentative exploration. Li Yong once co founded the ziye114 network with the founder of the Chinese elite network, established the leading position in the industry, familiarity with the rules of the Internet game, not only familiar with the rules of the Internet game, but also became more familiar with the rules of the traditional business game.

It then set up a private tailor "tailored" suit tailor-made institution. In 4 years, it defeated many powerful rivals, and made the "private tailor" the leader of the Chinese tailor made suit. In order to improve the tailored suit of private tailors to world-class technology level, and even bought a senior suit factory of 300 people in China, it pformed it into a high-end suit custom line. In the fast opening shop plan, "private tailors" will have more than 50 chain stores in 2012, with an annual turnover of over 50 million.

Zhou Yu has worked in the underwear industry for 15 years. As China's first woman leader in the underwear industry, he has led the "Hongkong experience" to win the title of "China's ten largest underwear brand" and so on. It has established 200 product design and research teams, and has more than 600 chain stores nationwide, and has established its own strong design, production, quality control capabilities and supply chain system.

After a year of exploration, the new underwear brand, sudiya, which was jointly created by them, not only attracted Chinese talents such as Jess Zhang, but also established a team with common dreams, and created a miracle of e-commerce today, which did not invest 1 cents in advertising fees, and achieved 1000 daily average achievements.

By the end of 2010, when the "private tailor" was developing rapidly, Li Yong abandoned the net profit of nearly ten million a year, and sold most of the private tailor's shares to his comrades who had been working together for many years, and devoted himself to the dream of "suteya" becoming a first-rate brand.

The future is unknowable. Past experience can be summarized.

In the past year or so, what attempts has been taken by sutier to make Li Yong so resolutely determined?

One of the innovations: 500 thousand =2000? Advertising, accounting mode, successful innovation.

When Li Yong entered sutier, he did not rush to start marketing activities. Instead, he spent a lot of time to familiarize himself with the underwear market. As a pioneer of e-commerce, Li Yong understood that he wanted to gain a place in the increasingly fierce competition and even expand his influence. If he went on the traditional marketing mode of e-commerce, buying advertising and robbing customers, with the continuous doubling of advertising costs, without huge capital support, it would be difficult for him to go green.

Li Yong knows that Su Ti Ya has own product superiority, supply chain advantage and certain brand foundation for other underwear enterprises, and sutier has an excellent direct marketing team with rich experience in e-commerce, direct marketing and huge customer base.

This is sutier's advantage over other lingerie businesses.

On this basis, Li Yong combines the advantages of the Internet and the media, and combines the strong and strong, creating a separate advertising mode of underwear e-commerce.

"Separate accounts with the media, especially the newspaper media. For example, when we put advertisements in magazines, if consumers call to buy, our system can automatically identify which graphic media the consumer comes from. Once the customer has made the first consumption, the customer will be identified as the magazine of publicity. After customers generate consumption, we will carry out long-term and continuous services to the customer through mailing lists and telephone calls. The consumer will divide accounts with the media in the next 3 years."

Li Yong said, "for example, we put an advertisement in the newspaper to say that it is free to receive bra, but if you want to get it free, you must report a bunch of discount codes. This discount code is the media. Our order system will automatically identify statistics."

This cooperation has established a large number of solid media cooperation relations for "Suya". In this way, Su Tiya "quickly accumulated a large number of customers, and the number of incoming calls per day reached more than 6000, and the daily single peak volume exceeded 4000.

It has been said that the cooperation between enterprises and the media is like the tycoons. If the enterprises have any difficulties, the media will not ask.

Most of the media in China survive by advertising. Nowadays, the competition among the media is tragic. Especially with the development of science and technology, the growth of new media has greatly affected traditional media, especially the traditional media which rely on advertising.

With the growth and development of enterprises and advertising operators, the mode of cooperation between enterprises and the media has also changed. The cooperation between enterprises and media has become the way of advertising division, and we know the importance of cooperation.

The mutual help and complementarity between the media and enterprises not only reduce the risk of advertising, but also enhance the competitiveness of the media, which has injected new impetus to the development of both sides.

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Two of innovation: seeking homogenization in the homogenization age, and suti's 10000 days are not legendary.

At present, women's underwear industry is still highly homogenous in product design, and the product differentiation is very small.

A lot of people in the industry have said that it is difficult for consumers or insiders to distinguish exactly which brand of underwear belongs to the brand.

Product homogenization is also a serious problem, which leads consumers to start with the price, and then go up to branding to consume. This is also an important factor that consumers' brand loyalty is not high, brand image and popularity are hard to penetrate into consumers' minds.

Su Ti ya CEO Li Yong is well versed in this way, Li Yong thinks that the underwear market product copy and follow the wind is serious now, to enhance the core competitiveness of the brand, enterprises should increase research and development efforts, and constantly update products.

From the very beginning, sutier attaches great importance to mining customer needs, and continuously investing in product design and research.

Modern women are generally stressed, stressed and have a faster pace of life. In the morning, they have to wear a relatively professional dress at work meetings. They hope to change into a comfortable dress at night and relax their nervous nerves and enjoy the beauty of life.

Thus, sudiya has launched the "fashion comfortable clothing" product line. This series of clothes are comfortable, classic in style, good in quality and skin care, and wear high heels to go to work to meet.

Modern women pursue beauty, so in the past two years, they have made great efforts in shaping their clothes.

The tension of life makes the spirit tense, and the tight fitting clothing makes the body tense. What clothes can make the body more beautiful, but no longer exert strong pressure on the body?

The light body shaping garment removes the hard glue structure used in traditional shaping clothes, and adopts different fabrics and special modeling and weaving methods. It not only abandons the feeling of tight binding of the traditional shaping clothes, but also makes them more comfortable and comfortable, and at the same time, it also achieves the effect of repairing the beautiful body.

"Fashion clothes" reflects the comfort of women at home time, while "light body sculpting underwear" embodies the uniqueness of sutier's design. Female users can enjoy the comforts of underwear. At the same time, the underwear also plays the role of body shaping. This is also one of the reasons that most female consumers love, and this also reflects susiya designer's grasp and thorough understanding of female consumer psychology.

With the continuous listing of the two series of products and the effective marketing mode of sutier, sutier has achieved a proud result of breaking 10000 sales per day.

Li Yong said that when she was researching and developing new products for women's underwear, Suoya should lock in a development direction, go deep into the user group investigation, thoroughly understand women's consumption psychology and behavior psychology, put forward constructive suggestions, and then designers should grasp and execute them. Every development season product should be prepared at least six months in advance.

In the process of product development, we should have the sense of innovation and introduce something unique to the brand and not on the market.

First, enterprises should conduct market research and then determine the direction of design.

It is precisely because of Li Yong's high attention to product research and development, which has also made the sales of tens of thousands of pieces continue in suti.

Three of innovation: first create "0 yuan free lead" experience marketing to create word-of-mouth myth.

With the growing demand for high quality and comfortable underwear brands, sutier, a world renowned journalist who focuses on women's physical comfort, has been the first to put forward the concept of women's underwear market experience marketing in the face of the domestic lingerie market. First, the "0 yuan free collar" experience of women's underwear marketing is launched. Customers can get 100 yuan worth of Suzhou women's fashion underwear with only a few courier fees, which not only eliminates the worries that consumers need to spend money on shopping, but also brings happy shopping to consumers, and enables women consumers to quickly enjoy the comfort of sutier's advanced female fashion underwear.

So sutier became the first company to care about the psychological comfort of female consumers. While creating a high value-added value for sutier, the company also set up a good corporate image with equal emphasis on fashion and health care in the industry.

The core of the 0 yuan free collar activity is to allow consumers to receive the $100 value of the sutian product free of charge for only a few courier charges and packaging fees.

And unlimited frequency, unlimited number of people, as long as you like it can be repeated free to receive, which is also a bold venture in the underwear industry, it can be said that "loss of money sell cry."

The final fact also proves that the sale is very good.

Many consumers in the media learned about this activity, have experienced 0 yuan free products.

The success of experiential marketing lies in the fact that corporate brand is good at grasping the consumer psychology of consumers, deeply understanding users' shopping behavior, and being able to place themselves in the position of consumers, putting themselves in the place of consumers' consideration.

Su Ti ya CEO Li Yong has a deep understanding of the market and customer needs, attaches great importance to products, and successfully operates private tailors.

Su Ti Ya also relies on the in-depth excavation of customer needs, market segmentation, made accurate product positioning, strictly control product quality, and finally achieved success in a small and extensive way.

Success comes from the accurate grasp of customer needs, from the early launch of high-quality products to meet customer needs.

"All victories are ultimately built on products."