Crespo Nautica: either brand, or outEditor's note: The Origin of this article, the author made in June a series of micro-Bo. At that time I Amoy brand made some own humble opinion, did not expect to arouse the interest of Crespo Nautica Mr. Wu, and I tread on Weibo, QQ on branding issues on a number of exchanges. This thing caught my attention. Ordinarily Crespo Nautica in Amoy brand which belongs to do a better, why they put the brand in a very high strategic level? Why they are at the moment this point in time we began to emphasize the brand? In the end they are in a kind of state? I found Crespo Nautica problem, in fact, they just need to face a common problem which is the number of Amoy brand. Insiders have been on the microblogging bold prediction 90% of Amoy brand in a few years may be out of sight, I can not comment on this. But said 2011 is a vital year for the Amoy brand, and should not alarmist. Crespo Nautica's goal is to become 'a man's dress consultant.' Crespo Nautica is not the best Amoy brand sales, but it is a forever recorded in the history of Taobao Amoy brand: April 10, 2008 0:01:03, the first order in the history of Taobao Mall generate Crespo Nautica in the store, it was a very ordinary T-shirt, the price of 138 yuan, the buyer called the Zhenhua. Up to now, Crespo Nautica dry bad. Amoy brand in the men inside, Crespo Nautica del Marge and ranked top two, alternately sitting throne Amoy brand of men's sales champion. Even in the whole Taobao men's category, Crespo Nautica has been to hold the top turnover 10 achievements in many traditional brands under siege, they fight to the Amoy brand of breath. Wu Shi-hui this year set a goal to own 400 percent increase in sales, total sales of over 200 million yuan. However, Crespo Nautica current results not only can not let Wu Shi-hui sit back and relax, but give him a lot of psychological pressure. Do brands such as riding a boat behind. Further, the leap to a higher level, Crespo Nautica probably would be safe. If you step back, Crespo Nautica probably would be out. Wu Shi-hui Apart from drastic, and there is no other way available. Test the water domestic defeats in which all the Amoy brand, Crespo Nautica should be considered a very solid one. Wu Shi-hui I have 20 years of management experience in garment manufacturing, release the Vatican is fashion designer wife, director of product design and production. Crespo Nautica predecessor for Armani Jeans, Versace and other international big OEM's foreign factories, so for them, the Amoy brand common headache supply chain problems beginning does not exist. Then Wu Shi-hui of the problem in the end is what? Why is he now so eager to build a brand? This may also from talking about Crespo Nautica Past. Lift Crespo Nautica now, we feel that this is a Amoy brand, is a native up from Taobao, in fact, Crespo Nautica early in 2000 had been registered down. In 2002, Wu Shi-hui set up Xiamen Crespo Nautica Clothing Co., engaged in apparel exports. In 2005, he founded the thousands in Annex Zhangping scale clothing production base, do OEM as Armani, Versace and other international big. 2006, he established Crespo Nautica (Xiamen) Sports Goods Co., Ltd., to develop the domestic market. The reason to open up the domestic market, Wu Shi-hui of the reasons are the same as most foreign trade enterprises that do not want to be controlled by others. 'OEM after all, is for other people to do the processing, the price can not call the shots, the quality can not call the shots, delivery can not call the shots, to put it bluntly, even the production can not call the shots, all the Air Jordan Women final say by the guests, you do not know the permanent guest orders for next season is not will be next to you? But you have to plant a thousand people live dry! 'Wu Shi-hui puts foreign trade during the days. Domestic road Crespo Nautica can be roughly divided into three stages. The first stage, Wu Shi-hui hopes offline channels open market. In May 2007, he was in Xiamen Commercial Plaza Renown SPORTICA Causeway opened the first store, 150 square meters, the monthly rent of about 27,000 yuan, invited four salesperson. Because it is a new brand, new shopping malls, visiting a handful, one month down only sell a few thousand dollars, while spending was up to nearly one million. In July, he closed his store. During this period, he also contacted some of the popularity of the mall, or no seat or slotting allowance is very high, he decided to abandon the line channels. The second stage, he tried to open the network market through the establishment of an independent B2C website. Inspired by PPG mode, Wu Shi-hui to find a professional company set up WWW.SPORTICA.CN site, on-line in December 2007. Then Air Jordan 10 he passed the bus mobile TV advertising, elevator advertising, Tudou video commercials, newspaper pinch DM, bulk mail and other means to promote, to March 2008, just three months time he spent nearly a million the promotion costs, but sales bring less than 10 million. Wu Shi-hui still find this road to nowhere. The third stage, Crespo Nautica Taobao Mall, since winding paths. By the end of March 2008, Wu Shi-hui happened to that Taobao Mall Merchants message, then immediately asked to enter. Taobao Mall was not like now so difficult to enter, because it is just starting out, very few people sign up, C stores big sellers do not want to pay taxes, stationed in the enthusiasm is not high, so Wu Shi-hui of application quickly passed. The first day on the line, Crespo Nautica sold 96 orders, 13,418 yuan; the next 110 orders, 14,904 yuan; the fourth day 127 orders, 16,148 yuan ...... things behind relatively simple, Crespo Nautica finally find a path suited to their own development, and successfully became a Amoy brand. Sales by over-reliance on Taobao some of Crespo Nautica Looking Replay domestic route, we will find that Crespo Nautica success, in fact, is highly dependent on the Taobao platform. Crespo Nautica reason to open up the domestic market, the fundamental reason is not chance it with the domestic aspects of the resources, or see the domestic market, but because of its OEM terms in foreign trade suffered a setback. From the micro level, OEM must be controlled by others, Wu Shi-hui to maintain a more than 1,000 factories, costs are fixed, but the order could not continue to get, there is a risk business uncertainty. From a macro perspective, beginning in 2007, raw material and labor costs rose sharply, while the export unit price has declined constantly exploited by the guests, OEM becomes an unprofitable business, Crespo Nautica had Transition to survive. Crespo Nautica advantage lies in his production capacity, it has a more than 1,000-scale plants, as experience Armani Jeans, Versace OEM, so that they can produce a very high quality product. But this advantage does not increase as they develop the domestic market chips, the reason is very simple, in addition to the requirements of domestic enterprises have advantages beyond product, but need to have the ability to sell, which is Crespo Nautica are not good. Lack of sales ability, from Crespo Nautica try them before two domestic can see that. The first store opened up the line, Crespo Nautica biggest mistake lies in site selection, they are under a new brand to open stores in a new district, scarce flow leads to ultimate failure. B2C website set up to try a second time, then because of lack of marketing ability, and let promotion costs nearly a million boondoggle. And Crespo Nautica was able to succeed in Taobao Air Jordan 3 Retro Mall, the key reason is that they get the help of Taobao Mall sales capacity. What happened was, Taobao Mall has just opened, it needs to find a number of enterprise-class merchants settled, because only entrepreneurial businesses to provide enough goods in order to achieve the scale of sales. Nike Shoes And Crespo Nautica twice before for domestic attempts, a lot of inventory backlog totaling about five or six million, stock depth of each SKU's at least five or six hundred pieces of more than a thousand pieces. Such a large-scale inventory Taobao Mall is consistent with the requirements for the business, the two hit it off. Since the beginning of the number of businesses small mall, so Crespo Nautica share of the flow of resources is very large, it is easy to lift sales naturally go up. Taobao Mall for the strategic level to consider the need to establish some success typical out, it will also give Crespo Nautica certain flow resource-oriented, in order to ensure the growth of its sales. From 2008 to 2010, Crespo Nautica and Taobao Mall spent a two-year 'honeymoon period.' Crespo Nautica two years of sales growth, in the end what percentage comes from Taobao Mall's support, what percentage comes from Crespo Nautica own network marketing ability? We have no way to use specific data to prove, but we can find some answers from Wu Shi-hui, I wrote a blog post in which he said: 'Today's Crespo Nautica, has been throwing a lot of a hit and I was lucky to put into the domestic After all, when you can take the market of e-commerce channels, Taobao this platform can work. If there is no hand in Taobao, today SPORTICA on the Internet may not really exist, it would have been to expand the rest of the channels to those overwhelmed by the huge cost. 'Competitive pressure was too dependent on support upgrade Taobao Mall on Crespo Nautica is actually not a good thing. For any business, put their fate in the hands of others is unacceptable. Then Wu Shi-hui because you do not want to be stuck in their throat foreign clients and chose to expand the domestic market, and now, he must develop the ability to exercise independent endure 'Growing Pains.' Taobao Mall today compared with 2008 Crespo Nautica just joined when the business ecosystem has undergone a fundamental change, the competition is quite different severities. Players Taobao platform can be divided into three types, the first one is started in the Taobao platform, 'seller', they are mainly engaged in the business Air Jordan 13 Retro channels, from the supplier to sell the stock themselves to make a difference, the advantage is familiar with Taobao game rules, network marketing capability; second is represented by Crespo Nautica shift from the factory network marketing business, Nike Heels Boots they have the capacity, in general, to build its own brand way into Taobao, its advantage is the supply chain, inferior brand low value; third is the line of well-known brands, they are the strongest, both strong brand, but also the back-end supply chain support, the only weakness may be network marketing capabilities. 2008 start-up period Taobao Mall, Mall of the players in the first class and second class majority, two players have their own advantages, the difference is not obvious. Moreover, Taobao Mall as a new platform, is bound to the first batch of businesses to support. According to Wu Shi-Hui recalled, in 2008 a focus map as little as 57,000 yuan a day, traffic is one day more than ten thousand IP. Now the flow has been reached at that time, although several times, but 'now the effect is not good at that time, tens of millions of advertising do not reach the effect of that time.' Crespo Nautica second wave of momentum from the implementation of the 'Amoy brand' project, which is the Taobao platform in order to enhance the image, that 'from bargain to Amoy brand' and make the attempt. Became the Amoy brand, to Crespo Nautica brought many benefits. Amoy brand of small amount, only 100 head, which makes this part of the seller greatly increased attention resulting in several million sellers. Taobao's own flow of resources, PR resources to Amoy brand inclined, these are real benefits. However, by 2010, with Jack Jones, UNIQLO as the representative of the third class more and more players joined the Taobao Mall, Crespo Nautica their opponent is no longer Amoy brand themselves, but from the monster under the line. Although OCS brands very short time, but its brand recognition shown strong competitive advantage. In 2009, the top ten categories of men's Taobao Mall which only two are offline brand, but by 2010, this figure reversed only Deere Marchi and Crespo Nautica two Amoy brand still remain in the top ten among the remaining eight were under the brand line. Offline brand advantage in 2010 Singles big promotion which has been most vividly reflected. Big promotion, Taobao Mall the day of the transaction amounted to 936 million, 13 stores single-day sales of over ten million, of which 10 are under the line brands, including Jack Jones, joeone, Bosideng, Fairwhale, GXG like. Under this battle line brand with an absolute advantage over the Amoy brand. Some industry voices that Taobao Mall brand now offline support is greater than the on-line brand, resulting in a weak situation Amoy brand. But according to Wu Shi-hui said that this year to participate in activities Crespo Nautica has not decreased, but even more than before. But the brand vulnerable, causing even enjoy the same resources, the Amoy brand conversion rate is better offline brands. Another change Taobao business environment is the frequent promotional activities lead to business profits decreased significantly. This year, Crespo Nautica has not yet profitable. Wu Shi-hui to reporters cited an example, he said: 'It was a T-shirt, I would like to sell 39 kick off, but a small two have to let me sell 35, 35 and 39, he thought no difference, but for me It is 10% of the profit is no way. 'In a small two-stroke KPI pressure sales, Amoy brands are sometimes not an option, because if you refuse to participate in the activities of a small two offended, then you may not be able to participate in activities , it was all Amoy brand are not easily give up resources. Wu Shi-hui that too intensive promotional activity may lead to a vicious cycle. On the one hand consumers will be spoiled activities, 'non-5 fold below do not buy', on the other hand will disrupt business pricing, business to profit space set aside for the activities, but at the same time doing normal conditions it will affect sales . All of these changes affected, Wu Shi-hui thinks he is only one way out, and that is to become and Jack Jones, GXG the same brand. Only then, Crespo Nautica able to enhance conversion rates and brand premium, to be able to adapt to the current competitive environment Taobao Mall. Do do first famous brand March 26, 2011, Crespo Nautica obtain associate million yuan investment grade A round of investment. The money to build its brand provides ammunition support. Money at hand, the brand in the end how to do? This is the biggest problem facing the Wu Shi-hui. He admitted, 'I am now going to spend 50 million out how to spend the money but I do not know.' Al Ries in the 'brand of origin,' which suggested that brand are basically two theories, namely A theory (aeroplane) and B theory (bomb). As the name suggests, A Theory as the plane took off, the brand must first go through a period of coasting, then into the sky. The B theory is like a bomb explosion, as instantly make influence to spread around. In general, A theory takes a long time to Kids Shoes build the brand, mainly by consumer word of mouth spread, but its potential is enough, most familiar brands is to follow this path. The B theory is mainly dependent on advertising tool to increase brand awareness in a very short period of time, but also very obvious flaws, one high cost, the second is to stop future advertising, sales may decline immediately. Advertising companies often tend to recommend that customers take the B theory, so they can earn more income. Wu Shi-hui path which ones in the end want to do? He was actually already want more or less, that is, do first 'famous', do 'brand.' In other words, the balance is more in favor of his theory B. On the surface, this appears to be a relatively short-sighted way, but Wu Shi-hui did not think so. He believes that the Chinese market and overseas are very different, 'we see a lot of famous brands only, no taste, you can tell Anta, special steps, 361 degrees, Peak there any difference? But they all sell very good. 'Indeed the case, in China, product sales seems brand culture, brand story and not too direct correlation. This phenomenon and Chinese consumer groups constitute not unrelated. Consumer groups in developed countries presented 'spindle-shaped' distribution that high consumer groups and low consumer groups rarely, a huge middle class, consumer spending and therefore pay more attention to the brand's meaning, they use the brand to highlight their individuality. Chinese consumers are showing a 'pyramid' structure, high consumer groups and a small number of middle class, the vast majority of consumers are low consumer groups, their awareness of the brand content is very low, highlighting the individual needs do not strong, more emphasis on 'a face' so well-known but no personality 'brand name' to meet their consumption needs. 'You call on it Crespo Nautica three years, people will know you.' Wu Shi-hui said. Specifically, Crespo Nautica brand strategy has two key words, the first one is 'layered' and the second is 'all channels to expand.' The so-called 'layered', is to build high-end 'SPORTICA ELITE' and low-end 'SPORTICA' two brands aimed at different market segments. SPORTICA ELITE main 'tide Business' concept, start to do from the outset line shop, set up high-end image, pricing to GXG line, online and offline prices remain the same. The SPORTICA then stick to the original product positioning, in order to ensure sales. Adopt a dual-brand strategy starting point two, one channel in order to expand the line, the second is the use of high-end brands to improve the quality of low-end brand. Let's look at 'all channels to expand.' E-commerce is generally considered to be more convenient than shopping, but according to Wu Shi-hui was observed that most consumers actually feel the need to register, visit a large number of commodity information network shopping more trouble. Most consumers prefer shopping, because shopping is a form of relaxation, can achieve physical and mental adjustment. 'The so-called brand, to each channel there, should not divide online and offline, is three-dimensional', he said that this year he expects the country out of 80-100 physical stores. So far, Crespo Nautica in Shanghai, Guangxi, Yunnan, Henan, Shandong, Anhui, Xiamen opened a dozen stores. The next line expansion, Wu Shi-hui refining a 'sugar daddy' concept. He believes Crespo Nautica into the mall must be placed next to big businesses. 'If the Amoy brand is always the Amoy brand is finished,' Wu Shi-hui said, 'Amoy brand itself influence is weak, no sugar daddy how the line? Ad with big-name brands are not learning, not grow.' In fact, Crespo Nautica The whole channel strategy has been executed, except under the ongoing line store layout, their network channels now very comprehensive, from self Taobao Mall, QQ Mall, cool days, to supply B2C website such as Jingdong Mall, Dangdang, Joyo, McCaw, where customers V +, red kids, Crespo Nautica has settled. Crespo Nautica of such tactics is not one of its unique move, but there are a lot of Amoy brand phenomenon. For most of the Amoy brand, they a Taobao actually not much influence, if the line did not enter the Taobao brand, they can still dominate, but now that advantage is rapidly disappearing. Amoy brand only to elevate himself to the status of the brand with the same brand the line, only to compete with them. To achieve this goal, in addition to Taobao out, the whole network, and even the layout of the line channels, not his method. Report: Crespo Nautica channel layout independent B2C website: www.sportica.cnB2B2C Guide: Taobao Mall flagship store, QQ Mall flagship store, flagship store in cool days B2C dealer: Jingdong Mall, McCaw, Dangdang, Amazon at every guest V +, red kids and other line store: Shanghai, Guangxi, Yunnan, Henan, Shandong, Anhui, Xiamen, and more than a dozen stores