The secret of McBags' online marketing success story?

Macbags use Taobao to borrow chickens and eggs, borrowing the boat out to sea, after the big wave of the final into the golden "Amoy brand", and now the Macbags to do the wind and water, as if breaking through, and become the benchmark for many online and offline enterprises. Mbaobao is how to break the cocoon into a butterfly? And how to solve the pain of promotion to the brand? Here is what I have organized for you about, welcome to read!

Fast marketing: the whole network marketing battle

McBride is not satisfied with their "Amoy brand" role, but to further play the inter-network low-cost, wide audience, the speed of the advantages of the staging of a network The "fast marketing" drama.

The mainstream practice of B2C enterprises is through a variety of network marketing means, the first users from all directions to their own official website or B2C platform, and then the orders for unified processing and delivery, the difference between this traditional practice, Mbaobao pursued the blossoming of the "anywhere" policy. Mbaobao is pursuing a "anywhere" policy. Founder Ye Haifeng's explanation of "anywhere" is: "Where there are consumers, we go where to sell bags." That is, where there are people, there is a market, and where there is a market, there is business. Based on this, Mbaobao widely spread channels to meet people's consumption habits, but the success of "out of the Tao" Mbaobao did not waste the channel construction on Taobao, the official channels and Taobao channels and there is no primary and secondary, Mbaobao Taobao flagship store is still attracting a large number of Taobao buyers, and they play an equally important shipment function. In fact, in addition to the official platform and Taobao, Mbaobao also further broaden the shipping surface, through a series of online shopping malls with McCall, Lekutian, Dangdang, etc., firmly occupy the major online throat. Mbaobao stationed in online shopping malls, on the one hand, to effectively enhance its visibility, so that more online shoppers to understand and recognize the brand; in addition, can also take full advantage of online shopping malls to aggregate a huge flow, maximize the potential customers.

In addition to building a well-connected shipping channel, Mbaobao also integrated a lot of resources to do brand promotion. The first is the rebate site. The rebate site is a low-cost, stable effect of the channel, its value lies in: for the development of the B2C enterprise to create new customer traffic, and mature B2C platform in order to enable the old users, to a certain extent, also has the "rebate" demand. Mbaobao through cooperation with rebate sites such as rebate.com and ebay.com to provide consumers with 10% to 15% rebate discounts, the rebate sites on the flow of rapid introduction of the official platform. Relevant information shows that the current customer conversion rate of rebate network is 25%, which is more than 20 times the ordinary domestic website, Taobao nearly 3 times, can bring 1:100 return on capital for the B2C enterprises, which from the side of the proof of the Mbaobao rebate site to do the investment is a wise move.

Secondly, Mbaobao utilizes the Internet as a communication tool and opens the official blog and the Mbaobao Fashion Forum. As an important publicity position for Mbaobao, the official blog spreads the brand concept of "fast fashion" to the information audience in the form of illustrations and texts, and continuously enhances the consumer's sense of recognition of the value of Mbaobao. The Maltose Fashion Forum is the base of the fans of Mbaobao, where "Maltose" can learn the latest information of the fashion world and master the trend dynamics, Mbaobao shares its life and **** appreciation of fashion with "Maltose" through this form. This is a great way to strengthen the emotional connection with the "maltose" and increase the consumer's bonding with the brand.

Rapid Supply Chain: Developing a new order-driven system

In recent years, the rapid development of e-commerce has led to frequent incidents of "out-of-bounds", and the supply chain is becoming a constraint on the development of e-commerce short boards, and e-commerce enterprises and rivals to open up a gap, to create a key link in the core competitiveness. The key link to build core competitiveness. Committed to creating a "fast fashion" bags, bags of wheat, the construction of the supply chain is still to "fast" as the core.

In 2009, after Mbaobao received a round of investment from Legend Capital and DCM, Ye Haifeng began to pull together talents, and Qiu Yudong, former vice president of Dangdang, took office, and the first fire he burned after assuming office was the supply chain upgrades, and learning benchmarks directly to the world's largest retailer - Walmart.

In terms of supply chain management, Walmart uses the QR***Quick Response*** model, the QR model will be customers, sales agents, suppliers and other collaborative units into their own production system, and they set up a partnership with the benefit of **** enjoyment, together with the exchange of enterprise inventory information, sales information, production information and even cost information. Mbaobao combined with the QR model and its own characteristics, created a set of unique based on the network order-driven production management formed by the supply chain management model, that is, M2C **** factory to the terminal **** model, Mbaobao from purchasing, production, warehousing to the logistics and distribution of all aspects of the network order-driven, this model not only speeds up the response speed of each link, but also effectively reduce inventory. At present, Mbaobao's average monthly inventory accounted for no more than 1%, and the inventory cycle has been shortened from the original 12 weeks to 6 weeks. Mbaobao a product from the put on the web page, customer orders until the logistics, each order processing time of less than 10 minutes.

Fast" has become the core competitiveness of Mbaobao's supply chain, and this advantage has been expanded to fine management, cost control and other aspects. This supply chain system makes Mbaobao not only as an online sales platform, but also plays the role of online marketing experts, it is not simply to provide suppliers with a product sales channel, but to use their own large database, the consumer's point of view, sales, post-purchase feedback, and so on, to partners, so that they understand the market situation, to grasp the changes in consumer behavior. Mbaobao's fast supply chain not only supports its "fast fashion" positioning and "fast marketing" approach, but also enables it to maintain a good linkage with its upstream and downstream partners to achieve multiple ****win.

Lightweight and broken cocoon

McBags predecessor is a specialized luggage OEM production enterprises, with the decline in gross profit margins and homogenization of the intensification of competition in the label, the enterprise in 2007 by the OEM enterprises to the brand enterprise transformation. However, McBags brand road is not flat, at first in addition to the establishment of their own B2C website, McBags also in the form of franchising in the country opened 60 chain stores, taking the combination of online and offline. But the input-output ratio of the physical store is greatly imbalanced, at this time, the McBags quickly change the business thinking, from this over "heavy" entity mode to the more and more "light" on the line to transfer the strategic vision to the then possession of 80% market share of online shopping Taobao.

The step taken by Mbaobao allowed it to successfully avoid the catastrophe of being swamped by the Internet at the beginning of the brand's existence. With the help of Taobao, Mbaobao with high quality and low price goods and quality service, in a short period of time accumulated a high popularity and the number of 10,000 buyers, reaching tens of millions or even hundreds of millions of sales scale. With the successful operation of the "Rubik's Cube", Mbaobao brand on Taobao quickly became popular, becoming a member of the "Amoy brand" family. But Mbaobao did not stop at "Amoy brand", it further play Taobao information audience wide advantage of their own independent B2C platform and brand through Taobao both to market, borrowing the ship to the sea, successful "out of Amoy", to become China's largest luggage B2C company.

Bags e-commerce only fast

Looking at the development of Mbaobao's history, from the initial low profits of the thin OEM, to the sale of high-quality and low-priced online goods, and then to the formation of their own style of "Amoy brand", and finally to the high level of e-commerce benchmarking enterprises today, Mbaobao walked out of a traditional B2C platform and the brand through Taobao. Mbaobao out of a traditional industry to the Internet Internet brand of the unique road, and support it all the way down is it to "fast" as the core business model.

Fast fashion: creating a new model of fast fashion

Most brands need to run around and spend money on publicity at the beginning of their existence in order to quickly expand their influence and occupy the high ground. But for many of the start-up e-commerce, the thin capital is precisely the biggest dilemma it faces, and Mbaobao is no exception. After the transformation of the McBags does not have sufficient funds to fully promote their own brands, Ye Haifeng changed his mindset, chose to do the first big online channel business, with their own relationships in the traditional luggage industry for many years, McBags soon gained the Goldilocks, Pierre Cardin, Mickey and more than a dozen international brands of online sales rights.

Upward docking well-known brands, Mbaobao played the role of the channel, but Mbaobao will not be satisfied with the role of the channel, but through a variety of channels such as authorized agents to extend the downward extension of the independent brand, this two-way extension of the channel model not only makes Mbaobao this platform for rapid expansion, but also for the extension of their own brand paved the way. At present, Mbaobao has more than 40 sub-brands selling online at the same time, with more than 10,000 individual products, and Mbaobao's own brand accounts for 70% of total sales.

With the accelerated pace of life and the transformation of people's consumer attitudes, bags have long ceased to be a functional product simply used to load items, it is constantly expanding to the field of decorative, and clothing, shoes, together with the consumer to open up their personality, the expression of the carrier of fashion. The essence of the fashion industry is "fast" or "fast imitation", the internationally renowned fashion brand ZARA is a typical example, ZARA each product on the shelves in less than three weeks, replenishment is no more than once. Mbaobao is a micro-innovation on the basis of ZARA model, now Mbaobao will launch 30 new bags every day, the inventory cycle of 6 weeks, is committed to creating a new model of fast fashion in the luggage industry, to provide Chinese consumers with cost-effective branded fashion bags.

In order to meet the needs of different levels of consumption, Mbaobao do market segmentation from age, category, geography and style, and adopt a multi-brand strategy to basically cover all the needs of different target consumers on bags. Currently, Mbaobao has 12 teams responsible for the research and development of different brands. For example, emphasize the "cute" elements of the "flying space" mainly to attract young girls under 25 years old; take the classic style route "Alpha" is the main 30 to 40-year-old *** Market; "Golborne" positioning the pursuit of simplicity, classic business men elite groups. This multi-brand strategy to meet the needs of various consumer groups at the same time, but also continue to expand the market share of space, leaving less and less blank market for competitors, competitors to enter the construction of a brand barrier.

Top of the brand where the road

McBags "out of the Tao" success, and has become a leading the world of luggage fashion brand, however, with the further expansion of the scale of the enterprise, certain stages of the tactical problems gradually revealed. Therefore, McDonald's should adjust its stage-by-stage development strategy to ensure the smooth realization of its strategic goals.

The death of promotion

McBags is in a period of rapid growth, and if it wants to effectively convey its "fast fashion" brand concept, and quickly seize the resources of consumers' minds, promotion is the only choice. However, the current Mbaobao promotional tools are too single, basically limited to the price promotion category, "preemptive price, shocking price, limited time to grab the price, special area", a variety of price promotions constantly, it is worth noting that this price promotion is not a short-term behavior, which has become a long-term Mbaobao *** consumer demand tools.

We know that in judging the quality of products, price is an intuitively perceived factor, consumers generally have a "high price = high quality" cognitive model, price discounts within a certain range can effectively *** consumer demand, so that it has the intention to buy, but when the price drop is too large, consumers will have doubts about the quality of the product. However, when the price drop is too large, consumers will be skeptical about the quality of the product, thus damaging the perceived quality of the brand. In addition, the long-term repeated use of price promotional strategies, consumers may be on the price of the product "how much is this thing worth" questions, will think "this is not the lowest price" and produce wait-and-see mentality, resulting in the purchase of the "hysteresis". The "lag" makes the price promotion strategy lose its short-term incentive role.

In the market development period, the price promotion strategy can indeed help enterprises to expand sales and quickly seize the market. However, with the gradual maturation of the brand, a flood of price promotions will undoubtedly damage the long-term establishment of the brand equity, not conducive to the further growth of the brand, therefore, Mbaobao should not be overly reliant on price promotions. In fact, Mbaobao should focus more on non-price promotions and emphasize long-term brand building. H?agen-Dazs has been offering consumers free food products such as "Waltz Romance" and "Happiness Together" and launching the romantic adventure of "H?agen-Dazs Globetrotter", emphasizing the fact that H?agen-Dazs is selling a brand that is not favorable to consumers. The company emphasizes that what H?agen-Dazs sells is not ice cream, but the feeling of romance, which strengthens the brand's unique association. Mbaobao should design and plan some non-price oriented activities and events according to the characteristics of the segmented brand itself and the demand characteristics of the target consumer groups, which will not only not damage the perceived quality of the brand, but also bring some surprises to consumers, increase the pleasure of buying, cultivate and consolidate the brand's unique associations, and strengthen the brand's equity.

Brand pain

Brand segmentation can help companies respond to market demand in a targeted manner, but for a brand that is not yet fully mature, the pace of brand expansion is too fast. As a new e-commerce, Mbaobao's publicity to the outside world is almost always centered on the "Mbaobao" brand, although Mbaobao has more than forty product brands, but the publicity for them is a rare corner, the vast majority of consumers are rushing to "Mbaobao" The vast majority of consumers go for "Mbaobaobao". This shows that consumers do not have a real sense of loyalty to the McBags product brand, they buy a bag just out of its style or price preference, not out of brand loyalty.

In comparison, P&G's multi-brand strategy is more smart and successful. P&G's four major shampoo brands, Poroso, Pantene, Hafei Si and Sassoon, both advertising and product packaging, are to strengthen their product brands and weaken the corporate brand, each product brand awareness in the market than the P&G's awareness is much higher than the product brand in the minds of consumers occupying a specific mental resources, and "P&G " the corporate brand is relegated to the second line.

Like P&G, neither lack of funds nor lack of channels of the giant only to develop four shampoo brands, it can be seen that a successful, deep brand is how much investment is needed and how long the accumulation. And McBaoBao in such a short period of time will be more than forty brands under its umbrella, inevitably seems too adventurous. The overwhelming advertisement can let consumers know that there is a bag seller called Mbaobao, if only rely on quality and low price to drive consumption, then when another more quality and lower price platform appears, consumers will not hesitate to give up Mbaobao. When a brand lacks a strong loyal customers as support, the brand is in crisis, therefore, McBags should slow down the pace of expansion of the brand in the number of focus gradually shifted to the quality of the construction, from the demand-oriented market management strategy to the establishment of the brand's business strategy to establish the mind, the only way to cultivate brand loyalty to the consumer, in order to effectively avoid brand homogenization, so as to be unbeatable in the market. Only in this way can we cultivate consumer brand loyalty and effectively avoid brand homogenization, so as to stand invincible in the market.

At present, Mbaobao's average daily sales have exceeded 10,000, and each month only in Taobao's sales of nearly ten million. It is foreseeable that this attractive market will attract the entry of B2C giants such as Dangdang, Jingdong Mall and Vancl, which are constantly expanding their categories. In this regard, Ye Haifeng said: "Mbaobao bags are not interested in other areas, but in the field of luggage, others do not want to touch our cheese, our vision is to let China lead the world luggage fashion." Visible, to realize this vision, McBags will also face many new challenges, McBags how to face these challenges, we will see.