Jean-westers pursuit of precision

Jean-Czeis pursued precision, and took an exclusive interview with Jean-Williams Group’s director and deputy general manager Liu Weiwen.

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, Jean-Villes created it. The single-day sales of 57 million yuan was a miracle, becoming the first place in Tmall's "Double 11" sales ranking.

The e-commerce channel has gradually received attention. “From the data provided by Tmall Mall, on November 11th, in the sales ranking of the entire apparel industry of Tmall Mall, Jeanswest ranked fifth, but ranked first in casual wear. “Jean Weiss Group Director and Deputy General Manager Liu Weiwen spoke about the sales performance of this year’s “Double 11′′, which clearly confirmed the role of the e-commerce platform: “The channels of e-commerce have grown rapidly, from September 2009 to Jeanswest” Starting from the first online store, the monthly sales amounted to approximately 400,000 to 500,000 yuan. In 2010, Jean-westers participated in the first 'Double 11 Promotional Campaign'. In the event of no preparation, we sold one day. More than 10 million out of 10 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 channel business channels diverted their business from online channels. Now we balance the relationship between the two, and we join online to receive orders. We will have an information system to place orders directly. To the nearest warehouse and then to the recipient by the warehouse, this not only guarantees rapid delivery, but also reduces internal conflicts."

The informatization system achieves precise management. Obviously, the informatization system has played a significant role in the production, management, and marketing of the Jean-westers Group. In Liu Weiwen's words, what Jeanswest has focused on in the past few years is precise management. “What is precision management? For example, when the market was relatively good, the brand could sell anything. But in the last five years, the relationship between supply and demand has changed a lot. More and more brands have become more 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 strange that no one was pregnant at home. Why did they receive these items? Then they called and complained. But a few days later, his daughter and her father said that they were pregnant. It was because of her daughter's attention to some baby issues on the Internet that she was concerned by Amazon. Through various technologies, many Internet companies also accurately transmitted product information. For consumers in need. This is an example of Liu Wei'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."

Multi-dimensional analysis to reduce inventory inventory issues in the past two years has 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 shop 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."

The pursuit of precision will surely be invincible in the apparel industry.