From 65438 to 0979, founder Cai Zongmei founded a button craft factory, starting with a button and a shirt, and gradually built the leading brand of China's middle and high-end men's wear industry-Genius Men's Wear. At present, Caizi Men's Wear is headquartered in Putian, Fujian, and has developed into a comprehensive clothing company integrating R&D, design, production and sales, with more than 2,000 specialty stores in various provinces and cities across the country. In addition to rapid development, time-honored brands are also facing new puzzles. In recent years, with the rise of online channels and the sharp increase of emerging brands, talents, like many old men's wear, have encountered the challenge of transformation. "How to differentiate online channels", "How to keep members active" and "How to get through online and offline scenes" are all urgent problems for talents in the process of transformation. 202 1, 1 1, gifted men's wear and Youzan new retail reached a cooperation agreement, and based on the private domain management solution of Youzan new retail, explored the business model and development strategy of traditional retail transformation and upgrading. In this process, Youzan's new retail solutions team will provide results-oriented consulting services, top business design services and escort services for private sector operations for talented men's wear. After half a year's "trial operation", the registration rate of Daren men's wear members increased by 1.29%. By creating the "Talent Shirt Festival", the online and offline performance during the event increased by nearly 24% year-on-year. The top leader personally led the team and landed the "new retail" transformation project. As a veteran player, gifted scholars have fully demonstrated the strong execution of mature enterprises in the process of promoting the "new retail" project. Jiang Feng, vice president of gifted scholar group, is personally in command and director of retail center; Fu Xianghua, the head of the new retail business, went to the front line to promote various activities. At the kick-off meeting of the project, Jiang Feng, vice president of the group, said: "This project is a' 100-day sales war' for talents. Focusing on the innovation of new retail business, the Group will join hands with the winning team and top experts in the industry to pilot and promote new technologies and new operation modes in 127 stores with the mode of project depth and hands-on landing, and finally run out the SOP suitable for the talent team and promote it to 2,000 offline stores. At the beginning of the project, the Zan team conducted business research on five sectors: talented people, goods, market, capital and system, and located the problems of split new retail business scene, community+mall+members not forming a closed-loop business, and low membership activity. The two sides quickly reached an agreement that the key at present is to improve the middle-office capability matrix of the talented new retail team, that is, business self-closed-loop capability, integrated marketing capability and user operation capability, so as to better empower each business unit. As Cui Zan, CTO and co-president, said: "The core point of the new retail first-hand project is to redistribute the benefits of the original production process and enterprise process, especially the store business. Without the support of the first-hand company, the company will make some adjustments in culture, strategy and performance, and the project will be difficult to land. In addition, in the process of transformation, we can't set the target as sales at the beginning and ignore the intermediate process. A successful project usually takes about two years to mature. "Optimize the store recruitment route and increase the card opening rate 1.29%." Through investigation, we found that the threshold set by talent stores in the process of membership recruitment is too high, and it is unfriendly from the user's point of view to require users to register members directly and authorize information. In this regard, we re-optimized the new path for the genius men's clothing store. Shi Tingting, an expert in Zan industrial operation, said. 202165438+February, in order to solve the problem of opening new stores, Caizi 127 Store took the lead in launching the "lucky draw for registered members". First of all, use the big turntable lottery to attract users to add WeChat, a store shopping guide enterprise. This is equivalent to depositing users in the accessible private domain traffic pool first, so as to provide targeted services in the future. Then, through the automatic reply link of enterprise micro, guide users to participate in the lucky draw and register members. In addition, based on the user's subsequent shopping behavior and membership information, the store can accurately label customers, which is convenient for later transformation. After the store's private community has accumulated to a certain amount, through the massive red envelope fission activity initiated by the headquarters, the store can fission more new users from existing users to join the community. It is reported that after a single optimization, the membership registration rate of Caizidian increased by 1.29%, up by 86.85% month-on-month and 87.32% year-on-year, and the registration rate increased significantly. Create a "talent shirt festival", online and offline performance increased by nearly 24% year-on-year, and the customer acquisition process was optimized. Then the next problem to be solved is transformation and retention. Like most clothing chain brands that focus on offline stores, Youpin Men's Wear has also encountered some problems, such as lack of awareness to guide users to place orders online, and users have not developed the shopping habit of online shopping malls. In view of the above situation, its new retail team cooperated with Youzan Operation Escort Team and officially landed the "Talent Shirt Festival" in April this year. Through the combined marketing mode of "pre-sale+community+live broadcast", the activity aims to improve the transaction conversion rate of the online shopping mall of gifted scholars, and at the same time precipitate the standardized process and activity SOP of cooperation between headquarters and regional stores. The activity is led by the headquarters, and the live broadcast of the marketing festival is planned to empower the region and drive regional sales. It is reported that this 6-day promotion has promoted the overall online and offline performance to increase by 23.78% year-on-year, 10. 15% month-on-month and 5% year-on-year. This "talent shirt festival" is mainly divided into three stages, namely, warm-up period, outbreak period and return period. During the warm-up period (4. 1-4. 14), the primary goal is to lock in more customers in advance. To this end, the talented team launched the activity of "9.9 yuan Buy Value 2 10 yuan Coupon" to lock potential customers in advance by selling pre-sale cards. In addition, the headquarters will synchronize the preheating materials prepared in advance, such as interest point posters and live broadcast reservation posters, to major stores to help shopping guides activate the group atmosphere; During the outbreak period (4. 14-4. 17), the activity focused on online live sales, guided by community shopping guides, which led users to the live broadcast room and attracted users to place orders with the main explosion. At the same time, the headquarters will synchronize the sales progress in real time in the internal community, set up the opening incentive, single store PK incentive and community construction incentive, and mobilize the enthusiasm of shopping guides to sell goods; Finally, in the 3-day return stage, with the conventional "community spike" as the core gameplay, users who missed the live broadcast were guided to seize the last opportunity to place an order. After the event, the talented team also held an internal sharing meeting for the event. The offline operation team that performed well in the event promotion shared successful experiences and encouraged more stores to join the "new retail" transformation team. In the process of laying out the private sector and transforming new retail, talents have always been steady and steady, giving full play to the advantages of China and Taiwan, and empowering "contacts" such as stores, distributors and shopping guides that have been deposited offline for many years. After two trial runs, the new retail project of rapeseed has achieved a staged victory. Next, we will jointly launch more operational activities with Zan team, increase training empowerment and incentives, and let more than 2,000 stores across the country enjoy new retail dividends.