Animation Home Brand: How To Enclose "Mothers"

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< p > around 2009, furniture "a href=" //www.sjfzxm.com/ "brand" /a "dealers and dealers also lived comfortably on the high premium of furniture industry. The new brand was determined to develop online businesses and destroy the interests of middlemen to maintain the same basic price on line. < /p >
< p > > at that time, there were hundreds of shops under the "cool man" online. Because no longer could make money easily with the high price difference, many traditional furniture dealers chose to quit, and the business of the cool residence line was once reduced. The proportion of online and offline sales scale once reached 7:3. < /p >
The location of P before cool Mansions is children's furniture, and with the fusion of cartoon image, the product itself has a certain amount of flu. In the past few years, the development of the electricity supplier has been focused on the building of the supply chain and the building of the IT system, and the expansion of sales scale through Tmall and other electronic business platforms. < /p >
< p > with the constant consolidation of the foundation, the ambition of to brand, member and official website gradually became clear in 2014. < /p >
< p > when the total annual sales volume of the cool residential line is over 200 million yuan, it has encountered its own bottleneck. Yang Tao CEO thinks that this is because it chooses the market of children's furniture. However, it did not move to other age groups, but chose to expand the concept of brand to "children's lifestyle solutions". < /p >
< p > unlike other market ventures that are completely different from marketing, it is better to plough deep into the children's market. Yang Tao said: "a child's room not only has beds and wardrobes, but also wallpaper, wall lamps, air purifiers and bedding. We should start to pay attention to every aspect of children's life. For example, recently, we worked with ZTE precision group to launch a children's room air purifier using SONY technology. There will be more home furnishing products for us in the future. < /p >
In this way, P not only extends the horizontal business area, but also enhances the stickiness between users. Furniture is a durable product at high price, and the rate of repeat purchase is low. And cool residence will add a lot of household products in the future, so that parents between the age of 25 and 35 will think of the cool room when they want to decorate the room for their children. < /p >
"P" and rapidly expanding membership scale, encouraging old customers to bring more new users to become another direction of cool man's breakthrough. < /p >
< p > although the main sales of cool residence are from Tmall and other electronic business platforms. But Yang Tao believes that brands still need to maintain a certain degree of independence. So cool began to operate its own brand members, and put the related project "hot mother entrepreneurship plan" in the official website system. < /p >
< p > Yang Tao believes that fans marketing is the trend of the future. The group of mothers who are 25 to 35 years old is a love group. In response to this group, cool man encourages users to introduce cool residents to potential customers through consumption preferences and rewards. < /p >
< p > this mode is similar to the integration mode in offline retail, which can rapidly expand the depth members. New users can get discounts through old member account purchases, and old members get rebates. The rewards of old members can be achieved through integration, or they can be returned directly or participate in activities such as "mother group" traveling abroad. < /p >
< p > now the sales scale of a href= "//www.sjfzxm.com/" > official website "/a" is small, but it is the base and base for future interaction with fans, and is also the key to O2O business. < /p >
< p > although the number of stores under the cool living room has been reduced, Yang Tao believes that the mode of combining online and offline is the best mode of furniture industry development. At this stage, cool man has expanded its offline business by increasing the number of franchising providers. Now, there are more than 100 stores under the "cool man" online. It is estimated that the proportion of online sales will reach 5:5 this year. < /p >
Below P, and the layout of different traditional furniture brands under the cool living space, the offline store will be built into a large-scale children's life experience Museum in the future, providing healthy and happy children's life philosophy. Cool Manju will also introduce more animated images and products besides Disney, while developing independent product lines that do not involve cartoon images. < /p >