Qiu Shui Yi Ren Yao Wei: The product is king traffic bonus is disappearing

May 15 news, recently, the reporter connected Qiushuiyiren e-commerce operations director Yao Wei, Yao Wei said that the current clothing and electricity supplier industry in the PC has been established, but the advantage of e-commerce channels is to connect with consumers more closely, Information is transmitted faster, interactions are stronger, and consumer behavior data is more transparent. Therefore, brand e-commerce wants to make breakthroughs first and must first make breakthroughs in the product end.

According to reports, the main channels of apparel merchants' current e-commerce are Tmall and Vipshop. The Qiushui Yiren brand is also expanding its sales channels for both platforms. It also hopes that the platform can be used in JD.com, QQ.com, Dangdang.com, and No.1 stores. Make more breakthroughs. This year Qiushuiyiren’s e-commerce channel is mainly to clear inventory under the line, and Tmall and VIP will account for about 80% of sales.

For some new changes in the e-commerce industry, Yao Wei said e-commerce is increasingly returning to the essence of channels. In the past, e-commerce made money from demographic dividends. Whoever had a novel concept and who had a new marketing style could be profitable. However, now that the demographic dividend has disappeared, the situation in the clothing industry at the PC side has been set. If we want to make a breakthrough, we must first make a breakthrough on the product side.

E-commerce differs from traditional channels in that it is closer to consumers and information and mechanisms are more transparent. It quickly spread the popularity of the product in a short period of time, just like Xiaomi. But in the end, it is the product of the consumer, so now it is the product that fights, and the product is king. If there is no good product support, blindly playing gimmicks and playing games will have little effect.

In addition, online shopping led by Taobao, in the past ten years basically because of discount sales as a selling point, the shopping minds of educated online shopping population, mostly with "discount, parity" and other keywords as the core, so for the offline New products and online special funds, in order to obtain online and offline sales prices and sales, is still a relatively difficult thing. As online shopping is still concentrated in young people, it is hoped that as the majority of Chinese people buy things online as a normal or lifestyle, the purchasing power of the entire online shopping population will increase substantially. It may be that the online shopping environment at that time can be consistent with offline.

In the current market environment, the cost of new brands is already high compared with that of 2008. Unless they have very good products and sufficient funds to support.

According to Yibang Power Network, Qiushuiyiren currently has no celebrity spokesperson, and the former spokesperson for the contract is Korean star Song Huiqiao. At present, the e-commerce promotion costs are low, and the most expensive part is the platform's advertising costs.

At present, the Qiushuiyiren brand has also made attempts on the mobile side and O2O. In the mobile terminal, mobile phone Taobao is used as the main body, and micro-Amoy tools are used to increase the mobile terminal sales.

For O2O, Qiushuiyiren is currently cooperating with WeChat's micro-shopping project, opening up the O2O model based on the WeChat platform for the first women's wear brand in Zhejiang. At present, all self-operated stores in Hangzhou have used micro-marketing platform to carry out O2O sales. It was purchased on April 18-20.