Jeanswest Liu Weiwen: Accuracy is Free Gold Medal

Founded in Australia in 1972, it started in Shanghai in 1993, and now it has thousands of chain stores and franchise stores across the country. This headquartered in Huizhou, a casual wear manufacturing company, had a turnover of 1.4 billion yuan in 2002 and became a leisure activity in China. The industry pretends to be a "predator" and it is Jeanswest.

On November 11th, 2012, the “50% Off Actions” created by many B2C e-commerce platforms represented by Tmall Mall set off a new round of sales myths. Only on the B2C website of Tmall Mall, Jeanswest created The single-day sales of 57 million yuan was a miracle, becoming the first place in Tmall's "Double 11" sales ranking.

E-commerce channels are gradually being valued

"From the data provided by Tmall Mall, on November 11th, in the sales ranking of the entire garment industry of Tmall Mall, Jeanswest ranked fifth, but ranked first in casual wear."

The director and deputy general manager of the Jeanweiss Group, Liu Weiwen, talked about the sales performance of this year’s “Double 11′′. It clearly clearly affirmed the role of the e-commerce platform: “The channels of e-commerce have grown rapidly. From September 2009, Jean-Wissey opened up. From an online store, the monthly sales amounted to approximately 400,000 to 500,000 yuan. In 2010, Jean-Swiss took part in the first 'Double 11 Promotional Campaign', and in the absence of any preparation, we sold one day. More than 10 million, it was a very good performance at that time."

However, after the pressure came one after another, because of the order processing, logistics and other issues, the goods were not delivered promptly or were sent wrongly, many customer complaints were received. Liu Weiwen frankly stated that since then Jean-Wissey has set up an e-commerce department. It has grown to 120 people so far, which is to develop e-commerce channels.

“Under our efforts, on November 11, 2011, Jeanswest sold more than 25 million yuan, and this year it reached more than 57 million yuan. At the same time, we relied on 13 warehouses to send 520,000 items, ensuring accurate delivery within 72 hours. The credit."

Liu Weiwen said that nowadays, Jean-westers has done a lot of analysis and coordination in the development of e-commerce channels, not only guaranteeing the same online and offline products, but also making special product docking for special holidays.

“In the past, there was a conflict between online and offline channels. Offline dealers protested that online channels diverted their business. Now we balance the relationship between the two, join the online order, and we will have an information system to directly place orders. The nearest warehouse is then delivered to the recipient by the warehouse, which not only guarantees rapid delivery but also reduces internal conflicts."

Information System Achievements Accurate Management

Obviously, the information system has played a significant role in the production, management, and marketing of the Jean-westers Group. In Liu Weiwen’s words, what Jeanswest’s focus on over the past few years is precise management.

“What is precision management? For example, when the market was relatively good, the brand could sell everything. However, in the last five years, the relationship between supply and demand has undergone great changes. There are more and more brands, and the market is increasingly difficult. To do, how to break through the competition? Is to informatize precise management, use information to support every decision of the enterprise, so that the accuracy of enterprise management will increase, the efficiency will also improve, these aspects need to come from customers, channels, marketing, products In four areas of data, companies can only accurately manage the data in these four areas in order to achieve accurate management."

There is a family in the United States. Members are fathers and daughters of high school. For a while, the family received a lot of promotional items from baby products sent by Amazon. The father found it very strange that no one in the family was pregnant. Why did they receive these items? Then they called and complained.

But a few days later, his daughter and her father said that she was pregnant. It was because of her daughter’s concern with some baby issues on the Internet that she was concerned by Amazon. Through various technologies, many Internets also accurately transmitted product information. For consumers in need. This is an example of Liu Weiwen's accurate marketing. It may seem ridiculous, but it accurately shows the importance of precision marketing to the brand.

“In the past, brands would choose to use traditional media such as CCTV, but the brand’s advertising results would not be known to the public. However, today’s accurate delivery may be more effective than CCTV’s advertising.”

Liu Weiwen's precise marketing strategy is extremely insightful: “Now most people play mobile phones and watch more computers than TVs. Then brands can analyze what kind of media their own target customer groups are concerned about, and then use marketing data and customer data to do it. Accurate delivery."

Multidimensional analysis reduces inventory

In the past two years, inventory problems have become a major pain for retail brands. However, compared to some of the casual wear brand pressure on the media exposure, Jean-Zweis seems to have little anxiety in this regard.

“Jeanvis pays more attention to precise inventory, especially for the Greater China market, we analyze through data retrieved from various channels and different stores, and formulate inventory plans and procurement plans, including product development and customer management systems. The company achieved a relatively accurate placement and distribution, and then involved procurement, production, and the entire business chain technology system, and finally achieved accurate inventory."

To address inventory pressures, Liu Weiwen emphasizes multidimensional analysis: “The time dimension, geographical dimension, and product dimension of apparel sales. In terms of time, we used to analyze consumer purchasing psychology in half a year, followed by 4 quarters of a year analysis, and then later each. The monthly analysis is now accurate to the weekly; the geographical dimension is divided into the East, West, South and North regions from the whole country, and finally it is subdivided into every store in each city for analysis; the final product dimension is also better understood. It used to be only for men and women. Assembling the analysis, and later analyzing each section, we will analyze different fabrics and different styles. We use this multi-dimensional analysis to accurately determine what is going to happen in the next season and analyze what each area is suitable for. This type of clothing design and material, so that it will be specific production, reduce inventory, but behind this there is a strong technical system to support, without information is not able to achieve such an effect, so now Jeanswest does not have a large inventory pressure, that is, from Precision marketing brought about by informationization."