Danqing, whose original name is Xie Dandan, is named after "Leave the Deep Heart to Shine History". He entered Southern Dressing in 2008 and is currently the head of Shanghai Southern Dressing E-Commerce Co., Ltd. We will perfectly welcome offline brands online and carry forward them! Mulan can be called the bedding industry.
Founded in 1981, Southern Dressing is one of the early brand home textile manufacturing companies in mainland China, integrating product research and development, production and manufacturing, brand shaping and marketing. The company's offline stores are mainly specialty stores and shopping mall counters. Currently, the number of offline physical stores is about 1,300. As the new head of Southern Dressing E-Commerce Co., Ltd., Xie Dandan leads the company's e-commerce team to achieve the same home textile status and size as offline, and strives hard online in e-commerce.
Online platforms emerge and seize opportunities for the times
The popularity of Tmall and Taobao undoubtedly poured cold water on the traditional industry at that time. Products of similar bedding products are already seizing the online market. Danqing smelled a sense of crisis and resolutely led the team to break through the siege of the online market!
What risks will be like when switching offline to online? The whole process is full of unknowns and confusion. Danqing led the team to cross the river by feeling the stones, explore the road from 0 to 1, and started a hard-working e-commerce journey of packing, customer service, cutouts, and direct trains every day. After more than a year of operation and management by the Danqing team, from product structure layout to brand communication, with this force, it reached the top 1 category at that time, making Southern Dressing famous online platform for a while. Later, thanks to Tmall's search weighting and Tmall's big promotion activities, the store's sales soared; and with the compatibility of the high-quality users on the Tmall platform with the corresponding groups of people, the entire company's e-commerce business has undergone a sudden change and firmly sits in the dominant position of category.
The three years of training in the operation of Danqing's offline store have given her a deep understanding of the character of consumers. In online sales promotion, she used these accumulated rich experiences to help her better sort out the products online, and had unique analytical skills in consumer preference awareness, and then successfully created the TOP1 online bedding brand.
Apply the experience accumulated offline to online
When talking about the difficulties encountered, Danqing talked freely. "Online and offline consumption has never been the same. The preferences and age distribution of online and offline consumers are different in the span fields. The unit price of offline customers is relatively high, and the demand for quality is relatively large. But online customers are different. Online customers are a consumption magnetic field. How to attract consumers to our southern bedding platform requires not only innovation in products, but also a test of pricing. You must have a 100% analysis and awareness of consumers in order to achieve a management at a large operational level."
Danqing has made a series of innovative measures to e-commerce from goods to pricing to product page design, as well as personnel management, such as customer service logistics and warehouse management. At the same time, a major adjustment has been made to the overall employee's centripetal force, motivation and welfare mechanism, so that the operational level has been improved as much as possible.
Offline and online integration lays the foundation for the road to new retail
In the future, Nanfang Dressing will do integrated marketing online and offline to provide consumers with a unified brand awareness. Whether the rights and interests of offline members or online members, they will lead to a brand and the same rights. As consumers, whether they buy online or offline, they will have a common impression of the brand. At the same time, customers can also go to the store to experience the fabric material of the goods, and enjoy the same treatment online and offline.
Danqing builds a brand with an advanced awareness and a cautious and complete system, perfectly integrates offline and online, and constantly promotes new products to achieve higher corporate goals for Southern Dressing.
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