Matthu: "Price Belt" Strategy Of Promoting Water Testing In The Middle Of The Year

　　 Mamati We decided to try the strategy of multiple price bands to expand the previously single price range to five price bands, so as to attract people with different purchasing power to expand the market.

Mamati extended the concept of "tide" to a broader field. In the past, there were two colorful lines and high-speed lines product On the basis of the line, this year, Mamathu has opened up another brand of simplicity Design 。

In the warehouse of the Mamati brand, nearly 200000 pieces of goods are arranged in order according to style and style. This is specially prepared for the "Tmall 618 Fans Carnival".

As early as three months ago, from the beginning of Tmall's new spring fashion, Martha has made full preparations for this promotion. Wang Honghui, the deputy general manager, told the reporter: "The promotion in the middle of the year is equivalent to the Double 11 in the first half of the year. It is the highest level large-scale event in the year except for the Double 11, so it is of strategic significance for Martti."

Mamati is a trendy brand that focuses on street style in Europe and the United States. Due to its unique positioning and brand attributes, this Tmall store, which was transformed from offline wholesale to online brand in October 2014, quickly ascended to the ranks of the second tier of Taobao brand by relying on several popular models and stepping on the rhythm.

In order to maintain rapid growth, Matteo has been constantly exploring, and with the help of the centralized preparation promoted in the middle of this year, its changes in price and positioning strategy will be tested by the market. "This is the first big practical exercise," Wang Honghui sighed.

"Price belt" strategy of promoting water testing in the middle of the year

At the end of last year, Matti decided to take some strategies in terms of price.

This mid year promotion is the beginning. In view of the development pressure of the brand itself and the increasingly fierce industry competition in the whole clothing market, in the following autumn and winter, Mamathu decided to try the strategy of multiple price bands, expanding the previously relatively single price range to five price bands, so as to attract people with different purchasing power to expand the market:

First, the lowest flow price band. This part of the style has changed from heavy industry and complex process to simple process and high cost performance, low profit and quick turnover, so as to attract more popular consumers; Second, the low price zone ensures a certain sales volume and profits; Third, the normal price band, that is, the regular price from 2014 to now, the price of the regular style of summer clothes is 150-300 yuan; Fourth, the high price belt. The products in this price belt are distinctive and competitive in the market, and pursue higher profit margins; Fifthly, the style and image style are small in quantity, distinctive in image, and have the brand characteristics of heavy industry and complicated process, so as to maintain the style and image of Mamathi and its overall tonality.

Nevertheless, compared with the average price in the past, the proportion of products with medium and high prices still remained above 70%.

Accurately stock up and maintain the balance of the whole category

Wang Honghui said frankly that although Martti is a fast growing Internet brand, it still dare not rush to make a plan to double its sales. In the middle of last year, it promoted the final turnover of more than 5 million yuan, and with reference to daily data, Martti estimated that its sales this year would be about 8 million yuan.

As of June 17, Mamati has promoted the stocking of about 190000 pieces for the middle of the year, which is equivalent to its daily sales cycle of 45 days. "At present, this stock is accurate and healthy."

In terms of clothing style, this time, Mamathu mainly focuses on seasonal summer clothes, and there are a small number of spring and autumn clothes. In addition, the concept of "tide" has been extended to a wider range of fields. On the basis of two product lines in the past, namely, dazzle color line and high-speed line, this year, Martti has developed another simple fashion brand design, but the proportion will remain at 10%.

In terms of categories, Mamati used to be mainly limited to baseball suits, T-shirts and jeans. This spring, Mamati began to pay attention to the balance of category structure. She also made breakthroughs in shirts, denim shorts, dresses and other vulnerable categories in the past, and launched themed series of products. According to Wang Honghui, dozens of Matteo products can sell more than 3000 pieces per month this summer.

"Tmall 618" will undoubtedly bring more concentrated traffic to Mamati, and can test the change of product and price strategy, so as to prepare for the real autumn and winter sales in the clothing industry.

　 Members, online celebrities, live broadcasts, and operations follow the wind

Today, more than 1.67 million people pay attention to Mamathu stores. At the beginning of this year, Mamathu set up a special membership department with five members. First, she made a comprehensive activation and wake-up work for the previously lost members by issuing threshold free vouchers, sending gifts without notice and other care methods; Secondly, through WeChat group building, WeChat Taobao posting and other interactions with fans, improve the activity; Third, during the warm-up period in the middle of the year, Mamathu issued targeted cash red envelopes of about 200000 yuan.

In addition, in terms of communication strategy, Martti is not only making use of online celebrity to realize, jointly promote and increase product exposure, but also trying to reach consumers more closely by means of live broadcast. Through the water test promoted in the middle of the year, Martti will make live broadcast in autumn and winter with Martti's loyal fans and online celebrities. But this is still in the exploration stage.

After more than a year of online operation experience, Wang Honghui admitted that the current operation and customer service teams have been relatively stable, and can cope with the centralized demand of "Tmall 618", which may increase significantly when preparing for the Double 11 Battle; In terms of warehouse distribution and delivery manpower, the accuracy rate of the warehouse inventory built by Matti has exceeded 99.5%, and the daily distribution and delivery capacity can reach the level of processing 10000 orders a day. Because of its own factory, it only needs to do some manpower allocation within the company to ensure the distribution and delivery promoted in the middle of the year.