Li Si Shares: Using The Internet To Sell Children'S Clothing To Build Children'S Wear Field ZARA

According to the world clothing shoes and hats net, November 25, 2016 is

The date of listing 1st Anniversary new three boards.

The reporter interviewed Li Feng, chairman of Reese shares, and talked with him about the current and future development of the company.

From business to career

Li Feng said that Li Si shares first started as an e-commerce provider and later set foot in television.

Field.

Although TV shopping can bring good benefits to the company, he has been thinking about how to pform from "doing business to doing business" since he launched the new three boards.

After listing, he mainly did two things, one is to carry out strategic adjustment.

Li Feng said that for the strategic adjustment of the company, he inspected many directions and later discovered that

It's an opportunity because there are fewer people in China and no good brands.

Secondly, our team is born on the Internet, and the way of thinking is different from traditional companies.

We take the brand and wrap it in the way we understand. In this respect, the company will have many opportunities, and it can be cut by foreign brands.

The whole team of resi shares is the Internet. It is the first group of Internet users in China.

After several years of TV shopping, he did the first thing in the field of TV shopping for several years.

"Using the Internet to do traditional things, you will do very quickly.

I believe we will do well once we open a store. "

Li Feng said.

The other thing is to learn capital operation and run the company in the way of capital market thinking.

Referring to the recent market share price concern, Li Feng shares pledge, Li Feng explains that Li Si shares plans on the innovation level, and hopes to quickly expand the company's channels and scale, all of which need financial support.

This is the reason why he makes equity pledge.

Selling children's clothing on the Internet

Li Feng said that Li Si's children's clothing is different from other brands. On the basis of traditional operation mode, it will join the Internet thinking and import more external traffic.

One of them is to find out a group of mothers who are net red, or called Darren, to drain in this way.

These daring people will resonate with a group of people like them.

They are also content exporters.

The company will recruit a group of people who will say that they will write, but there is no way for others to see them, help them find content, help them do live broadcast and so on.

The company will do some columns, holding a group of red people through columns.

The initial source of net red is much more strategic cooperation with the baby tree, mining their net red resources.

In this forum there are a lot of moderator, opinion leader and so on resources, will send a post, many people will chase these people's posts.

The company will extract these people and help them to publicize them on micro-blog, live broadcast and so on.

In addition, different products of the company have different positioning, such as Snoopy positioning in the three or four line city, while Bobbi is targeted at a second tier city consumer group.

Bobbi will take the luxury line, there will be separate customized products, ordering period of ten to fifteen days, and will launch a number of products, different materials, the same quality.

Different products are produced according to the different populations of netting red.

Building children's clothing ZARA

Speaking of the future development of the company, Li Feng said that the company's current profit model is like BELLE, which is the first step to implement multi brand strategy.

At first, BELLE was an ADI agent. Through Adidas's agent, it knew all the business channels.

Later, BELLE began to make its own brand, and imported many foreign brands, which gradually accounted for about 60% of the domestic footwear market.

But the strategy adopted by Li Si is also a multi brand strategy, and also a foreign brand.

Because foreign brands have certain threshold and reputation.

For the same products, the price of foreign brands is higher than that of domestic brands, the reputation is higher, and the customers' psychological expectations are lower.

At present, the purpose of making foreign brands is to make great use of the bonus of foreign brands, because a large number of foreign brands do not make children's clothing before, but do adult wear only.

The adult clothing is basically a red sea. By contrast, children's clothing is just in its infancy.

The children's clothing market now has about 150000000000, the first only occupy 23 billion share, and lead a lot of second.

This is a huge market, but there is no monopolist, because everyone is late.

Therefore, the company's early stage strategy is to make BELLE in children's clothing industry.

In the short term, we will only use the Internet, start with the Internet, expand channels, and gradually go to the bottom line.

Li Feng told reporters that the company's next strategy is to make ZARA in children's wear.

The core of ZARA is supply chain, and design plus supply chain is the core.

Design plus supply chain is much easier in China than in Spain. In fact, ZARA mode is the easiest to copy in China.

First of all, we need to do a good job of the system. In the early stage, we need to open the market with more famous brands. The advantage of famous brands is that it is easy to open the market.

When we talk with all channels, it will be very smooth to talk about these brands. If it is an unknown brand, the channel will not be easy to get the resources out.

But if it's a good brand, it will first give you resources to help you build the brand.

Asians have very strong ability in design and processing, and these brands are repositioned by the company in a buyout way, from design production to product positioning.

In fact, there are many good brands abroad, but these brands do not do well because they do not understand China and do not make good use of China's channels. This is a great market and a great opportunity for Li Si.

Therefore, the company will choose a ready-made brand to enter, in two to three years, to achieve the top ten Internet children's clothing brand, resi shares at least three.

Li Feng said he believed that Chinese people would be able to make better brands than ZARA.

After the company achieves the ZARA of children's clothing, it will also go abroad to seize the international market.

The Chinese are more diligent and diligent, and the companies that are inspired are more flexible. Precisely because they have not done this before, they are more able to make children's clothing in a completely new way.

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