Focus On Brand Core: The First Step In Strategy Is To Abandon It.

Slippers for the pursuit of fine life

For a company that has never had contact with the domestic market and brand marketing, the brand of IJOY has made many problems with the general manager of Yi Lu fashion.

Since the establishment of the brand, he and his team have been trying to solve problems and accumulate experience in trial and error.

Thanks to the subsequent development of the brand, Xie Yi Qiang has tried a series of drastic reforms this year.

Focus on brand core: the first step in strategy is to abandon it.

There are many changes in the current easy road fashion compared with last December.

First of all, Internet pformation incubation system and new media operation and other related businesses have been gradually stripped of Yi Lu fashion.

"The pformation of traditional enterprises is not easy. We hope that through the operation of IJOY brand, we can share the accumulated business experience, trial and error experience to the enterprises in need."

Xie Yiqiang said frankly, the operation of brand is a very complex matter, Yi Lu fashion must concentrate all the energy to complete this.

In addition to consulting services, the operation of WeChat public number has been stripped out, which is responsible for a recent acquisition of Yi Lu fashion.

Secondly, in the Tmall flagship store of IJOY, snow boots and casual shoes have disappeared. All the products being sold are all slippers.

Xie Yiqiang said that IJOY will only make slippers in the future. Yi Lu fashion will make IJOY a famous brand in the field of slippers.

In order to sound brand awareness, Yi Lu fashion has been working with a number of enterprises that are involved in the establishment of new business models and the construction of new commercial ecosystems, and have obtained more exposure channels for the brand.

When the product is left

Another serious problem of this single category is in front of us. How can we sell slippers in the off-season? Xie thinks that the following will introduce custom elements in product sales, such as selling different pairs of accessories for the same pair of slippers, or working with painters to design exclusive print patterns on slippers and limited sales.

These plans have entered the implementation stage, and the products will be listed one after another.

In terms of channels, IJOY will open stores in Hainan, Sanya, Thailand and Philippines, and other tourist resorts like four seasons to expand the local market.

Subdividing the brand domain: "scarcity" is the best opportunity at present.

Integrating the core business and products of the company means that IJOY will usher in a new start.

Compared with other categories, the domestic market is scarce in the category of slippers.

At the same time, the overall unit price of slippers is lower, and the brand sensitivity of consumers when choosing slippers is relatively low. It is not easy to cultivate a brand new brand with market appeal in this field.

In this regard, Xie Yi Qiang admitted that this is indeed the dilemma facing IJOY.

To educate consumers and change the stereotypes of consumers' minds requires huge costs, unless they are large enterprises with oligopoly or monopoly in the industry.

Obviously, the newly born IJOY does not belong to this line.

"IJOY's target consumer groups are those who have exquisite demands on their lives, even though their income is not too high.

With the rise of the middle class and the new consumer groups, the original slippers have been unable to meet the needs of this group of people, and are suitable for the brand in the slippers area.

In Xie Yi Qiang's view, now is a good time.

Early, the market is not yet mature, demand has not yet appeared in large numbers; late, only fear that the market has become a red sea.

Now, IJOY needs to do is to make a pair of good slippers, so that consumers can contact and understand products through appropriate channels.

: fans label advanced community trust economy

"Under the traditional business mode, we need to recruit a large number of agency distributors and open stores on a large scale.

But the interaction between brands and fans lacks effective direct interaction and poor viscosity.

In order to make up for the above weakness, Xie Yi Qiang decided to develop the electricity supplier community mode as the main development mode of IJOY brand.

The key to the business community model is to give fans a full sense of trust.

IJOY has already precipitated 110 thousand + fans through the social platform WeChat.

The current method of operation is to provide customer service Commissioners for WeChat public numbers and interact with each fan.

In interaction, customer service must first understand the fans' interests and label different fans, such as "love the beach", "love surfing" and so on.

According to the labels, customer service personnel guide fans to join different WeChat groups.

In every WeChat group, there are still IJOY staff who discuss topics related to hobbies and fans, and recommend highly matched products.

"We now have a large number of WeChat groups. It is undeniable that some of these groups are not very active, but some groups are relatively active. Some fans even participate in product design and dividends, and the specific operation is temporarily kept secret."

Xie Yiqiang revealed that through the operation of the community, fans feel

The degree of professionalism, and then the product trust, when the demand arises, the purchase behavior is the thing.