Cow House: a 90 after war broke out in the sea Amoy brand [i world network operators Note] \u0026 ldquo; the next campaign is not a resource war, but the brand war \u0026 rdquo ;. 90 relaxation and cows home early on realized the importance of a card by the brand. Text / world network operators Zhou Lin interview soon as he began, Zhang Chi will introduce familiar from cows home mascot small cows and its various derivatives: 12 constellations theme of small cows, cows custom phone shell, for kids to take pictures of cows background plate to the New Year and Christmas-themed doll \u0026 hellip; \u0026 hellip; apparently, cows this image is already deeply penetrated into the corners of her beloved in this business. \u0026 Ldquo; the cows home \u0026 rdquo; is the predecessor of the sea Amoy field little known \u0026 ldquo; England Small Cow \u0026 rdquo ;, renamed \u0026 ldquo; the cows home \u0026 rdquo; later, its range of cosplay costumes for sale products not restricted to Britain, but to focus on doing the mother Vertical infant class selected overseas demand.
As the cows home's CEO, Zhang Chi, although the head 90 after start of aura, its acting style and the company's operations to control but not immature. In contrast, some colleagues still bored to fight and fight alone product prices, she realized early on the importance of brand building, she was confident the cows home brand communication is much better than the others. \u0026 Ldquo; the next campaign is not a resource war, but the brand war. \u0026 Rdquo; perhaps it is precisely because the handheld resources and gain early entry of a number of core users, relaxation and cows home can not panic disorder brand building in the hustle and bustle of the market today. Entrepreneur relaxation to abandon the name is not new in the business circles, most people talked about than she gave up the chance to Britain T1 entrepreneur immigrants choose to return home. 2012, is to make a lot of Chinese families into the anxiety of the year, Hong Kong introduced milk purchase order, so that had long been used to buy milk in Hong Kong, the new generation of parents who have to turn to find other was purchased.
That year, also in the United Kingdom to study relaxation in a well-known cosmetics company internships, trade and logistics accumulated a lot of resources, she and a few friends hit it off, with the identity of traders wholesale milk sales to China. \u0026 Ldquo; at that time the Chinese market can be said to be a mother blank, we do have the goods, logistics someone, a friend of a friend recommended alone business quickly expanded to open the form. \u0026 Rdquo; Zhang Chi told the 'world network operators \u0026 middot; managers' reporter, in strong demand driven, she soon did retail sales month, more than 30 million of water, gross margin remained at around 35%; wholesale revenue is up tens of millions. When, after a brief return, relaxation, and many mothers do one to one and learn about their needs, she registered a named \u0026 ldquo; British Heifer \u0026 rdquo; account, start a retail business. However, because of restrictions on immigration policy that is, after a while, she put the business over to my colleagues to take care of himself and hurried return to England. England small cows fame quickly let Zhang Chi surprised that within six months to achieve sales of more than 100 million per month. At the same time, immigrants too cozy environment for relaxation suited to some, she described as \u0026 ldquo; struggle Wolf \u0026 rdquo; stir in the body. In accordance with the requirements of the UK immigration, relaxation must have a lot of time each year to stay in the United Kingdom, in a cozy environment had an easy life, but this is clearly not in line with the bones love to toss her character.
After some consideration, she decided to give up their hard-apply for immigration status come England, home business. After returning, relaxation of the \u0026 ldquo; British Heifer \u0026 rdquo; renamed \u0026 ldquo; the cows home \u0026 rdquo ;, this time, she is paying attention to the world, focused on providing high-quality of Chinese mothers global commodities, not just British goods. 2014, \u0026 ldquo; sea ADS \u0026 rdquo; abnormal hot concept in the country, while the mother is the preferred category category almost all cross-border electricity supplier, dual air booster have spawned a number of boutique + genuine pattern cut into the platform, 2014 In the line of honey bud baby is one example. Join this stock fiery entrepreneurial "darker than black costume " force, Zhang Chi hope out of a different path. All accounts, the sea scouring the supply chain is still in its infancy, relaxation frankly, cows home most natural advantage thanks to her and her team have the resources and qualifications. As the UK's largest supplier of baby products, logistics partner, who in the global supply chain operation at an advantage position. However, Zhang Chi said that although the supply chain advantage is necessary, however, \u0026 ldquo; all based solely on the supply chain of the company, the final will die miserable. Supply chain to the final will be scouring the sea infrastructure, we can get the goods, we ultimately equal. \u0026 Rdquo; so, where is the moat?
The answer given is brand relaxation. Brand socializing during early practice in the United Kingdom, and the relaxation of the work is related to brand building. In her consciousness, then a small company also has its own brand, therefore, the founder of the British little cows at the beginning, she would find a friend designed a cartoon image of a cow as the company's brand image, the image still in use . A successful brand, to be able to give the public a very direct perception, relaxation casually talking about the impression of several brands, \u0026 ldquo; noble mysterious Chanel, Dior is the elegant princess Fan, Starbucks is a quiet, laid-back feel of the place Muji is a bit over the top of Virgo \u0026 hellip; \u0026 hellip; \u0026 rdquo; while for the cows home, relaxation want it to convey to consumers is \u0026 mdash; \u0026 mdash; \u0026 ldquo; I am by your side the most likely mother little housekeeper \u0026 rdquo; the concept of. This brand perception not only need to build on the basis of reliable products, more importantly, how to achieve interaction between the consumer and the brand culture. Zhang Chi believe, content that is advertising. Since the beginning of the British small cows, her team will take the initiative outputs a lot of original content, forms, covering education, emotional and other aspects, as long as related with the target consumer.
For example, in this year's thirty-eight cow family planning 'son was hit by goblins arrested,' the article was forwarded 50,000 times, humorous content, relevant product recommendation also cleverly embedded therein. Zhang Chi believes that the development of original content from the two main roles: First pull the vertical users, the second is a strong sense of brand value, thus saving the cost of advertising. Beijing Blue Mayson CEO Jane Jiang believes that the future, all of the products and brands have to socializing, like Coca-Cola as the brand themselves communicate with the user. Cow family branding approach is clearly positive and Jane Jiang should this view. Cows company to develop a number of "final fantasy wigs " small cows image derivatives, such as dolls, clothes, cell phones, such as Shell, the popular children's loyal customers and welcome, after obtaining these small gifts, they readily sent to microblogging, letter my circle of friends, then they get a spread. It is worth noting that the cows home content distribution is not one-dimensional, it is more focused and user immediate, one exchange. As CEO, relaxation in the busy work, but also every day and ten users to communicate online, she thought, although the data is important, but sometimes something that is reflected in the data lags behind the needs of users.
So she set up a breakdown in the company's customer service positions, there are eight or nine accounts, corresponding to different directions of services and features, such as tripe little girlfriends, who accompanied her to talk baby, her husband, her mother, to provide professional parental guidance; Service cow skewer, cows home parenting consultant, group manager; cows cow cartoonist Fang Fang family, customers can put your baby interesting story, quotations given to her; the cows home consultant hoof flowers, recommend the most suitable properties according to the baby sea Amoy products \u0026 hellip; \u0026 hellip; these positions all part-time full-time moms. In this regard, Zhang Chi has a special consideration \u0026 mdash; \u0026 mdash; often because they can not work full-time mother and generate value a sense of crisis, but most companies can not do to make a full-time mom at home, and take care of some emotional role change these moms and after physical problems. But these problems to the cows home instead be an advantage, \u0026 ldquo; these mothers understand some of its pain points, can cause other mothers resonate in seemingly ordinary chat insight into their needs and even predict they want things. \u0026 Rdquo; to \u0026 ldquo; Sun Bao innocent cows home salon two group \u0026 rdquo; for example, the group produced more than 100 thousands of chats every day, content includes mothers concerned about all sorts of topics, activity is quite high. Cow skewer, flower cattle and other services account also regularly throws topic, organize online activities, gather these target users. Nuanced brand communication is not immediate, but also attracted friends and insiders question \u0026 mdash; \u0026 mdash; you do not is a sellers do, do what so many bells and whistles?
Faced with these misgivings, relaxation today still kept thinking about where the end brands. She wrote: \u0026 ldquo; good brand itself should have an independent personality, content production is not the purpose of propagation is not the ultimate goal, the ultimate is to sell faith and soul. \u0026 Rdquo; have a subversive movement in July 2014, after the relaxation of angel investors to get full speed formation of the team, by 90 unique Internet communication and marketing will be done monthly water more than 700 million. Now, the cows home to concentrate on App development. After studying the market most of the maternal and sea Amoy App App, Zhang Chi found that many entrepreneurs just moved to the mobile PC end electricity providers, and mobile electricity supplier \u0026 ldquo; should be able to really subvert the PC \u0026 rdquo ;. Cow's mobile end product is still in development stage of trial and error, for commercial confidentiality considerations, relaxation and did not disclose the specific modes and functions, but she shared her thought two key attributes of mobile electricity supplier should have: First, mobile Suppliers to solve the problem of election materials, do not let the user go to choose products from the mass, you give him a choice of one or two products or provide for a requirement; secondly, private mobile telephone providers should be customized, You want to know who your users are, what he wants to know what he has to remedy the problem and his problem. (Edit / world network operators E \u0026 mdash; Linda, This article first appeared in the 'world network operators \u0026 middot; managers' April issue, please indicate the source and author)