Tang Feng: The Company Has Always Been A Heavy Product And Light Marketing Company.

Why does Q: want to be a physical store?

The physical store, the official website, APP, Tmall or vip.com are all a brand presentation, so we want to do a physical store try to see if the offline is not what we imagined, and whether the customer group is very high coincidence with the people on our network.

According to my observation,

The coincidence degree is not very high. The online and offline customer groups are very different.

Their shopping habits are very different, they need experience and feelings are not the same, so I think the offline channel is a very big development area.

Tang Feng Feng: what kind of brand you are faced with by consumers, what kind of brand you are, he will not be implanted in the movie because you said you were on CCTV, and may be sold in a larger market, such as shinguang, and then you will be confused about his brand positioning.

Nike, for example, is a very professional sports brand.

In this case, whether the store is open in Sanlitun, on the Internet or on the official website, it appears on TV and appears in the Olympic Games or football team, and the positioning is very clear.

To make a brand, the core of its essence remains unchanged, but it is shown in a variety of ways.

As long as your brand positioning is accurate, you share the customer experience, you can use various modes to touch it and try it.

Why does Q: make high-end lines?

Tang Feng: if you think of it in terms of business mode, it's not so complicated from the point of view of designers and users. Users who grow up want to wear better quality and can afford it.

There are not so many styles. There may be only twenty or thirty pieces.

We call it Lian Tan, and I will wear it myself.

Q: how much is the total sales of high-end lines now?

Tang Feng: it is very small and requires a lot of investment. The beginning is to solve the problem of how much you know about the brand.

This year, Lian can begin to grow in quantity. Last year it started from 10, and basically 80 to 100 this year.

I will put it in a cracked shop first, and then train it for six months to a year before taking it out alone.

What does Q: say for those who aspire to be the second e-commerce entrepreneurs?

Tang Feng Feng: I talked about what you like before, and don't think about what the market needs.

Because there are always people in the world who are similar to you. Whether this group is blue ocean or red sea, can we do 1 billion, 2 billion or 3 billion in the future?

I think it might be a problem for men to consider first. Let me look at the market which is not big enough enough to make enough big businesses, such as Ma Yun, Lei Jun and so on.

What is the focus of Q: this year?

Tang Feng Feng: I would like to sink my heart for a year, and make the brand at hand first.

In fact, the team has been making proposals constantly. There are many things you want to do, but first of all, the energy of people is limited. Second, I think it is a natural thing to do that. First of all, let your team mature.