Zhang Ping (Mo Chou): Member of the Crown Club, Director of Brand Operations of PENNY&PEI (Textile Man).
This girl from Shanxi gave up her originally stable life and chose to start a business. She has now become the operation director of her own brand - PENNY&PEI (Textile Man). Let’s see how she stepped from a grassroots to success and persevered step by step? There were also failures at the beginning, and in the midst of failure, I found the way to success.
Get out of your hometown with uneasy status
"Mochou" was originally named Zhang Ping, and it comes from Shanxi, an ancient capital known as the "cradle of Chinese civilization". The name Mochou comes from the company's flower name and is based on everyone's personality. Since she has been decisive since she was a child, the flower name "Mochou" has been used until now. Mochou is engaged in education after graduating from university normal school. In fact, this is also Mochou’s parents’ wish. He hopes that girls can live a stable and stable life at home! When Mochou first started her business, her parents did not support her and did not give Mochou startup funds. However, as a Virgo, she was born restless and even wanted to sell the house her father gave her as a dowry as a startup fund! Later, after Mochou repeatedly persuaded her, she gave her some funds, and her father even said harshly: "If you can't make money, you will go back to school to teach!" So after graduation, Mochou only taught in school for 5 years, and later he started his life as a "Beijing drifter" like many entrepreneurs at that time.
After going to Beijing, I started working as a salesperson in Dazhong Electric Appliances Enterprises. I was also confused during the process, and I was lost in this first-tier city in the middle. During the days I came to Beijing, I was constantly struggling. Why are you here? I gave up my originally comfortable life and chose such a difficult life. It is because of the psychological training that it has laid the foundation for the improvement of psychological quality in the future. That is, you are not afraid of failure. If you fail, you can fall and get up again! (Everyone has his own personality, he is a salesperson. She is also famous for selling in the entire electronics industry. She is a third-level adjustment and was transferred by the company to work in the best sales flagship store by three months!)
Next, I started to do telemarketing. At that time, telemarketing was actually the same as many e-commerce training models now. What is telemarketing? Some people say it is a process of persuasion; some people say it is a process of introduction; some people say it is a process of service; some people say it is a process of allowing the other party to accept it... The contact information for telephone sales is only telephone, QQ and fax. Her performance was 10,000 to 20,000 yuan a month when I listened to her. (In fact, the editor was thinking about why she could achieve some results, and later I learned that it was because it was related to her persistence and execution!)
First meet e-commerce partnership startup
Time passed quickly. It was not until 2008 that Mochou began to contact e-commerce. At that time, I was shopping by myself. The most original method of shopping was to remit money to merchants; by 2009, due to chance and the phone industry declined sharply at that time, I met my current partners through a friend's introduction. This way, Mochou’s e-commerce journey was started.
Mo Chou first started opening a Taobao store, but at that time he didn't realize what the brand effect was. The sales model was to sell high-quality men's clothing brands, opening all the way from one store to more than a dozen stores. Because Taobao has not reached a certain market saturation at this time, you can make money by taking some photos casually and reach the highest profit.
Later, Mochou and her partners' turnover reached a certain level, and gradually developed formally in the Taobao channel, entered the Tmall store, and created their own brand. "Everything is difficult to start with." Just opening a Tmall store is not as simple as they imagined, and it is much more difficult than simply opening a Taobao store. Many links in the entrepreneurship process are different from before. No one will teach you how to operate, no one will help you explore, you can only explore yourself! Mochou began to build his own brand Tmall store step by step.
Later I found out that Tmall Shopping customers recognized the brand very well and recognized the brand awareness of a brand. The Mochou team also had a hard time doing it, but they kept insisting.
Because the men's clothing brand company that imitated has been fighting against counterfeiting, their stores have gradually closed after several cycles.
From 2011 to 2012, the Mochou team started the entrepreneurial journey of independent brands from a small team of 7 or 8 people!
The brand is always unsatisfactory after debugging it. In the 2014 "Double 11", Mo Chou's team also entered the venue for single-product down jackets, and they achieved the first place in the category! This is a good start! The team's number has also expanded from a few to about 40.
But after "Double 11", Mo Chou found that they only had one hit product, but the brand's popularity has not met their expectations, and the well-known products are also limited. Later, Mo Chou began to review the path he had taken in the past few years and found many problems.
Market positioning founded PENNY&PEI (Textile Man)
Finally, Mochou's team decided to change the route and start to take the fashion brand route. The brand was originally founded to create a trendy style and was positioned as a "trendy brand men's clothing", so that men can also wear it with a fashionable and fashionable feeling! In early 2015, they transformed across the board. The company was in Beijing before, and after half a year of exploration, they found that Beijing had too many limitations on their brand, not a place where e-commerce was developed, and the market was very limited. By May 2015, they moved to Guangzhou. Because Guangzhou has unique geographical advantages and a large flow of people. In addition, Guangzhou has basically formed a clothing industry chain, with a relatively broad market and a scale advantage. In this way, they fought all the way to Guangzhou and made their performance into the top three in the category.
How to join the club
In Mochou's words, God arranged everything, because by chance, Mochou joined the Laogao Crown Club. This year is the fifth year that Mochou joined the Laogao Crown Club, and he has gained a lot along the way. So far, the Mochou team can also be ranked in the top 100 men's clothing during peak seasons and large-scale events. The number of team members has increased from 7 people in the early stages of construction to more than 100 people, and the annual sales have increased from 100W per year to 8,000W per year for sales per brand now. Only Mochou knew the hardships of this journey, but he chose the road. Mochou believes that hard work will always be rewarded! All this is inseparable from every exchange and sharing experience in Laogao Club.
In fact, she believed in Buddhism just like Lao Gao. The name given to her by the master was "cultivation only", which was to cultivate oneself, mind, and virtue. This is also what Laogao Crown Club advocates. Everything starts with happiness. Follow Laogao Crown Club to study and meet yourself on the road. Mochou's control of the market and practical experience will improve with the members of the Laogao Crown Club! After joining the Laogao Crown Club, Mochou increased the stickiness with sellers in the clothing market and between sellers and Taobao, building such a bridge to better communicate and communicate information, help Taobao sellers improve their development speed, and better develop around Taobao.
Finally, Mo Chou told me that what she has the most in the club is the guidance and sharing given to her by others, so she also hopes to share a little bit of what she knows with more friends on the e-commerce journey!
On the 28th of this month, Mo Chou will share the details and issues that need to be paid attention to during the e-commerce promotion.
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