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Winner model.

Editor’s note: This article is from WeChat public account “Li Meng” (ID: imslimeng ).

The writer Jiang Fangzhou visited Taiwan to visit a newspaper president. The president said that his son graduated from Taiwan University, went to Harvard University to study economics, and then went to the University of California to study EBMA. After that, my son said to his father: “I have finished reading the books I have read. I am not owing you. Now, I am going to realize my dream.”

Soon, the president’s son became a baker and opened a net red shop.

Jiang Fangzhou was too busy to express deep sympathy for the president of the newspaper, but the other party was very surprised. He said that he was proud of his son. This kind of life choice, long-awaited people in the Mainland are afraid of being difficult to digest and understand.

There is a Wall Street investment banker with very impressive income. However, now he resigned and opened a brewery, and he chose food for his own beer and whisky. Several well-known online red stores in China have long-term orders for him.

In recent years, I have often heard people say that exquisite craftsmen are now more red than professional managers.

There is a buzzword “Craft Economy”, which is “craft economy”.

A lot of people, after achieving a certain degree of financial freedom, turned back to the original and began to try to do some hand-made, such as their own baking, winemaking or art, ceramics or something.

Someone even quit their original job and opened their own online store to present this hand-made to those who appreciate it.

This private custom model has formed a landscape of this “new manufacturing” era.

OK, here I want to talk a little bit about the “new manufacturing”.

What is the complete network red industry chain?

The Dean of Lakeside University, Zeng Ming, said that Net Red may be becoming the largest traffic portal and extending to the upstream of the industrial chain to reshape the manufacturing industry, that is, “cross-interaction of points, lines, surfaces and bodies”.

This passage may be a bit of a twist, here is a case to explain.

In 2016, the online live broadcast began to rise, and it can immediately bring sales growth, especially for clothing brands. A live broadcast can even bring hundreds of thousands of sales. The clothing brand also actively cooperates with the Red Man V, mainly based on the following objectives:

• 1) The brand company will invite the Redskin V to go abroad to play, shoot fashion blockbusters, videos, and then upload these blockbusters to pass the brand genes through the “Red Man’s Fashion Lifestyle”..

• 2) Borrow the fan community of Redskin V and strengthen brand embedding to convert traffic to actual sales.

• 3) Different red people’s Vs represent different consumer groups. Apparel brands can analyze big data and accurately locate different consumer groups to quickly understand the style and preferences of this group.

The front-end network red marketing is doing a good job. If the brand company provides the stock, can this last for a long time?

The business value of Red Man V is not to help you go to stock.

A complete network red industry chain, the manufacturing end is the key.

Net red fashion, consumer trends are a temporary choice, the user’s refreshing will soon pass, the brand company must quickly dock.

A net red clothing brand in Jinan has 240 suppliers, and there are more than 30,000 products, as long as 30 pieces can be generated. The consumption hotspots of the niche will be captured and satisfied as soon as they have the signs.

This company divides the internal organization into three sections:

• The first piece is the product group, with only four people, but includes the four most critical positions in the apparel industry: design, production, marketing, and operations. Anyone can set up their own group, become the head or founder, and design their own style.

• The second is the marketing center, which helps each group sell on the e-commerce platform.

• The third is the production sector, with more than 240 suppliers, helping the four-person team solve suppliers, fabrics, design and other issues.

A few years ago, the brand had won the first sales of Taobao clothing category for several consecutive years. However, the “double 11” in the last two years was easily defeated by Zhang Dazhao, Sydney and Weiya.

Really, many online red brands are still traditional.

I think there are two points that are particularly noteworthy: First, the traditional style of play is to track the trend of consumption, but the Red Man V is more adept at creating consumer trends; Second, the traditional style of play mainly uses the Red Man V as a “product spokesperson” And the Red Man V itself is a brand, the protagonist, not the endorsement.

Some of the online red brands have a complete network red industry chain, especially the manufacturing end, the product strength is very strong, but it is not really standing on the trend, the combat power is not fully exerted, this is indeed A little pity.

Will your company become a vegetative person

The brand marketing in today’s era is very cruel. There are e-commerce data showing that more than 70% of new consumer brands in China do not know who the users are, not being found by users, and will not be discussed and evaluated by users.

If you are a new consumer brandAs long as your brand is not ignored by users, you will surpass 70% of the same kind.

If users remember your brand and discuss and evaluate your brand, what do they remember, discuss, and evaluate? There is no doubt that the main thing is that it is not easy to use, and it is uncomfortable to use. More details are not solved by marketing. The main battlefield is still on the manufacturing side.

Ma Yun explains what is called “new manufacturing”, not a combination of the Internet is a new manufacturing, nor a product plus a chip is a new manufacturing.

Just judge whether it is a new manufacturing standard – whether it is customized on demand, whether it is personalized, whether it is intelligent, whether it is clear who its users are, and whether there is data in the production materials consumed.

In short, two words – precision.

Only if you are “accurate”, you are eligible to enter the next round of business competition.

Ma Yun based on the Ali e-commerce platform, more emphasis on the macro level, here I am a little supplement at the micro level – precision is certainly the direction of efforts, but the biggest attraction of “new manufacturing” is exquisite.

Back to the beginning of the article, why are the elites willing to be craftsmen?

The well-known British magazine 1843 specializes in the “artisan economy”. For example, a leading lawyer in the Washington area resigned and set up a biscuit, and a professional manager of a logistics company resigned to make kimchi.

The elites with high incomes and high social status are willing to give up everything to do net red products. This is not just a feeling. Such a digital, intelligent new manufacturing era, but want to go back to engage in handicraft production.

The 1843 magazine gives an explanation: this is the opposite of mass-produced, homogenised and industrialization of large-scale mass production, homogenization and industrialization.

The machine may be highly intelligent, but the machine is emotional and uninteresting. The craftsmanship is based on human inspiration, aesthetics and emotional taste, and often makes the product look as exquisite as possible. The kind of flash of surprises also gives users a special experience.

The average person goes to the supermarket to buy kimchi produced on the assembly line. It is a can of 4 dollars, and the handmade net red kimchi is a can of 10 dollars. People who buy net red kimchi are also talking about it. Talking about capital is often much more expensive than the product itself.

Control, control, control the mind

A lot of people may think that “new manufacturing” is a particularly ambitious frontier topic. What does this have to do with the average online store owner?

On the contrary, I feel that “new manufacturing” has created an unprecedented opportunity for ordinary online red stores to “master the manufacturing”.

Think of manufacturingIndustry, what do you think of first?

The huge factory, the sophisticated assembly line, the complicated technology, which are too far away from ordinary people, and even daunting.

I don’t know if you thought about it. Where are the products of the net red sellers coming from?

I’m in front “Reds seller The road map for growth” mentions Hangzhou Jiubao, which is called the rear of the network red e-commerce. Hangzhou Jiubao has a resident population of about 40,000, but the number of migrants is more than 100,000. It is densely packed with thousands of garment factories, as well as fabrics, zippers and other suppliers. Moreover, suppliers in nearby Binjiang, Xiaoshan and Xixi echoed. Many net red sellers have set up their own rear bases here, picking goods, selecting goods, selling goods, and changing flexibility.

This is just the tip of the iceberg.

I used to hear a successful “winner pattern” in the retail industry, that is: control, control, and control.

“Control store” mainly refers to expansion channels.

There are not many large-scale e-commerce channels in China. Ali, Jingdong, and many more, and the US group, are hungry, and the e-commerce monopoly is getting stronger and stronger. Even Ruishen coffee can only be online under large scale. Open a shop.

“Controlling goods” mainly refers to the establishment of its own brand.

Costco’s own brand in the United States accounts for 30%, and Germany’s Aldi (ALDI) accounts for up to 90%. I can not only sell a lot of good things, but also do a lot of good things. It is a world-class seller.

“Controlling the mind” mainly refers to bundled traffic.

20% of people in a city can often see you, and you have built a retail brand. 30% of the customers in general retail stores are repeat customers, which is very good, but the proportion of net red stores requires at least 50%.

I think that controlling the store, controlling the goods, and controlling the mind are also the “winner model” of the net red shop owner. I will focus on the control.

Frankly, any Redskin V can’t be popular forever, and fans are tired of it. Moreover, the current traffic dividend of the Red Man V has passed, and where is the transformation direction of the owner of the red store?

Two are provided hereReference sample:

Zhang Dazhao started to be an online shop model in 2011. Later, he opened the first online store with his partner. In 2015, he became the sales champion of Taobao clothing category. He landed in the new three board in 2016 and announced his will go to the US IPO in 2018. . Note: At this time, Zhang Dazhao’s main business is not a net red shop owner, but a business that hatches net red, and wants to build more “Zhang Dazhao” that can bring goods. Zhang Dazhao’s focus on transformation is to control his mind.

Anna started earlier than Zhang Dawei. The number of fans on Weibo and the store was far less than that of Zhang Dawei, but the sales performance soon exceeded that of Zhang Dazhao. It was the first place in the “Electronic Business Red List” in 2016.

Anna’s most powerful point, in order to solve the inherent problem of “slow delivery” in the online red shop, she built more than 400 factories and cooperated with 6 factories, which provided quick replenishment for pre-sales. A lot of support. Anna’s focus is on control.

In the current era, the continuous rise of the online red store, there must be a reshaping and support of the manufacturing side, so that it can achieve a stronger ability to control goods.

You may not be able to imagine that the US-based Oreo and British McVita biscuits in China have begun to supply customized products and small quantities to the Net Red brand. Taiwan Want Want Holdings entered the mainland market in 1992. The current annual revenue is about 20 billion yuan. It owns 100 kinds of snack food and beverage products, but in the last two years, it has 50 small-scale OEM orders for the net red brand. More than % growth.

Qingdao has a garment factory that studies all parts of the human body. There are more than 90% of the world’s human big data. In the past, it was possible to produce 2,000 pieces of the same clothes in five minutes, and 2000 pieces in the next five minutes. Very different clothes. This provides a strong support for the private customization of the net red shop.

The launch of products in the new manufacturing era will be unprecedentedly efficient, flexible and affable. The net red shop owners will also gain a wide range of effective allies. Therefore, the era of online red stores is the best era of new manufacturing, and the era of new manufacturing is also the best era of online red stores.