Han Zhi House was founded in 20 1 1, and it took six years to open more than 600 stores in more than 200 cities across the country. Tmall's new retail has raised its performance to a new height. Wang Bo, chief operating officer of Hanfang House, revealed in a new retail class of Tmall last week that during the period of June18 this year, the sales of Hanfang House Tmall Smart Store tripled, the unit price of customers increased from 184 yuan to 3 10 yuan, and the number of customers increased by 168%.
Banzhiwu store
In the past, Sakamoto Weaving House made continuous efforts to go offline with its unique Japanese design, quality of "100% cotton" and rapid response supply chain. Embrace new retail, tap potential customers, revitalize member assets and open up the last mile of brands and customers through online and offline integration, and Hanfang House will usher in a new round of development.
Surprise of 6 18
Compared with last year's 6 18, in June this year 16 -20, the sales of Hanzhiwu16 Tmall Smart Store tripled, the unit price of customers increased from 184 yuan to 3 10 yuan, and the number of customers increased/.
Wang Bo, chief operating officer of Hanfang House, said, "This proves that we have not only effectively harvested offline consumers, but also transformed a large part of our customer base by online promotion."
Sakamoto Residence, Chief Operating Officer of Wang Bo
In 20 12, when Hanzhi House opened its first store in a shopping center in a prosperous area, it attracted many customers with its young and fashionable positioning, outstanding Japanese style and the rare form of collective stores at that time.
Han Zhi's Home expands at the rate of nearly 100 stores every year, and quickly enters major shopping centers in first-and second-tier cities in China. At present, there are more than 600 Hanzhiwu stores, which are self-operated, joint-operated, and the joining ratio is about 1: 2: 3.
During Tmall 6 18, the online drainage effect of Han Zhi's home was obvious.
Offline has always been the main position of Sakyamuni's Buddhist residence. For a long time, the main task of Sakamoto Tmall flagship store is to use the beautiful "online special fund" to let customers experience products, carve brand impressions, and then drain them to offline stores.
However, Hanzhiwu also has its own troubles: the traffic competition in shopping centers is fierce, and not all stores can achieve the expected performance. Since last year, the offline opening speed of Hanfang House has gradually slowed down; Moreover, although the established membership system has accumulated more than 200,000 fans, many of them are from zombie fans, not to mention membership marketing.
How to usher in greater development? The new retail of online and offline integration has made Hanzhiwu find a way out.
At the beginning of this year, Hanfang House cut off the e-commerce department, and Wang Bo took the lead in setting up a new Tmall retail department, covering the backbone of all departments. The Chief Operating Officer said that the new retail is a new thing for Hanfang House, and the promotion at different levels will inevitably encounter obstacles. He has the final say, and if necessary, he can use the company's administrative means to ensure the promotion speed.
The success of Tmall 6 18 in the first battle gave Wang Bo great confidence. He said that in the next three years, he will slow down the pace of opening stores, fully embrace new retail, and "shift from horizontal expansion to vertical expansion", that is, increase the overall turnover of the company with the growth of single store performance.
The founder who loves to touch socks
Wang Bo joined Osaka Weaving House in 20 14, when he had been immersed in the clothing industry for more than 10 years. In his view, if a boss is far more interested in whether a product can please consumers than making money, then the brand will surely succeed.
San.z, the founder of Osaka Weaving Factory, is probably such a boss.
Some media once described San.z as a "big man who loves to touch socks". He also has several popular golden sentences: "Wearing all-cotton socks or nylon stockings can reflect a person's quality of life." "If you think socks are bad, you can smell them yourself."
This shows San.z's obsession with products. He also personally controls the product development, design and supply chain of Hanzhi House. Within the company, the position of production and design department is high, and designers account for 1/4 of the total number of employees.
Socks are high-frequency and low-cost consumer goods, and people often ignore the influence of materials and design on wearing experience and service life. But holes, smells, dyes and high heels are all real embarrassment in life.
Hanakoya said that many of their efforts are aimed at solving these embarrassment.
Girls who are afraid of the cold and love to wear pantyhose in winter must have a deep understanding. Because it is not close enough, socks are often folded on the calf, forming ugly folds. What's more embarrassing is that their feet are hard to fit into their shoes because they are too thick.
In order to solve this problem, Osaka Weaving House developed a pair of "little black pants". Through a special process, the thick pantyhose with five layers of cloth is made into "tapered trouser legs" that can be stretched gradually according to the shape of human legs. After delamination, the feet become very thin. The product also has three national patents and soon became a hot commodity.
Hanfang House Star Product "Little Black Pants"
Quality is the foundation, and design is also essential. In order to better meet the needs of young fashionistas, Hanfang House set up fashion trend research institutes in Shanghai, new york and Tokyo in the second year of its establishment, and a team of professional designers worked hard to innovate.
"All our products are the first drafts of Japanese design teams, and then domestic designers design the second drafts according to the habits and aesthetics of domestic consumers. Therefore, the products of Hanzhiwu are unique. " Wang Bo said. At the end of last year, Sakamoto also cooperated with Disney to develop, design and launch a series of new products.
Hanfang House cooperates with Disney to develop and design products.
In product development, Hanzhi House has also gone through detours. For example, at the beginning, I made a Japanese lace bra with rims, but it failed because more and more young women wanted to get rid of the bondage. Later, Osaka Weaving House only made seamless bras without rims.
With the rapid iteration of fashion, it is no longer feasible to make product planning and design one year in advance, because the plan can't keep up with the changes, and in March and April of the following year, in the face of new market trends, production simply had no time to respond.
Therefore, Sakamoto Weaving House teamed up with Japanese MD expert West Kentaro, who had coached MUJI and ZARA brands, to reorganize the whole merchandise sales plan and promote the establishment of a flexible supply chain.
According to Wang Bo, Sakamoto Weaving House will divide the whole year into six bands for product planning. Only 60% of the products are planned in a season, and the other 40% will be updated according to the latest fashion trends in the season, and the richness of the products will be supplemented by fast pursuit and return of orders. "We can ensure that there are 2-3 themes for home clothes and bras every month, and one product is only sold for 1 month and a half to make room for new products."
Through the last mile
For new retail, Sakamoto's "all in" has also maintained consistent caution. This brand, which is longer than offline, said when focusing on the line, "You can't forget the offline thinking and way."
For example, Tmall 6 18 started the online coupon preheating, and when Hanzhi House was transplanted to an offline store, it cut the activity into six promotional belts with different themes, defined the promotion time and purpose, and avoided the shopping guide's anxiety. In each band, set up sales speech for different types of users to improve the success rate of shopping guide.
Wang Bo explained that online marketing pays attention to "planting grass and pulling weeds", storing water and then detonating it at a certain point, but offline consumers and stores can't afford to wait. Therefore, when online and offline * * * vibrate, we should increase activities according to offline characteristics and keep the heat.
For Hanfang House, the first problem to be solved in new retail is "how to get through the last mile from brand to customer".
In the past, Osaka Weaving House hardly considered membership marketing seriously. This is because there are too many zombie fans members, and the unit price is low. Whether it is WeChat or SMS, it is tantamount to harassment in communication scenarios, with little effect.
Intelligent shopping guide solves this problem well. "80% of Hanzhiwu's customers are Tmall users, and consumers will feel that it is normal to receive shopping guide information through hand scouring." Wang Bo said that the intelligent shopping guide can push specific product information such as "striped short-sleeved household clothes" and "cotton pajamas" according to customer characteristics, which greatly improves the conversion rate.
In just a few months after the application of intelligent shopping guide, Hanzhiwu has also explored a new way of playing-transforming sales instructions into interactive and interesting "game tasks", which are collected by different "levels" of shopping guides. At the same time, set up "game strategy" for each level of "game task" to guide the shopping guide to better complete the target task.
Please visit China Cotton Socks Trading Network for details.