Three Shots Or Will Find Young People'S Line Of Sight.

The TV series "Shanghai" by Zhou Runfa and Angie Chiu has impressed countless audiences that Xu Wenqiang and Feng Chengcheng love and hate each other, even more so that they are moved by one generation. But do you know that the first shot of this classic film and TV drama ends with the three gunshots of "bang bang bang", which comes from the naming advertisement of a national brand.

　　 Three gun The logo of "three guns and a shield" is already a generation's youth memory. But the old brand that came out of Shanghai in 1937 did not want to be a memory killer. Instead, it wanted to be a follow-up to the times: the physical store was in recession, but it was going to open up more than 500 life experience museums.

Recently, the 2016 China time honored brand released by Ali Research Institute Online retailers The top 100 list is sixth. When the craftsman spirit is mixed up on the Internet, "bang!", the three gun bullets need to fly for a while.

"Wherever consumers go, we go there."

Walk into the headquarters of three gun group in Shanghai manufacturing Bureau, the reporter saw that the more than 40 member business department was busy with new product pictures, and Wangwang on the computer constantly issued the rapid sound of Ding Dong Ding Dong. "Compared with the initial market, the three guns now have their own layout." Cui Yueling is deputy general manager of Shanghai three gun (Group) Limited company. Her lips are slightly upturned. She has a glimmer of confidence and confidence in the performance of the three guns in the online market today.

A 80 year old three gun, formerly the nine knitting factory in Shanghai. In 1936, the founder, dry court Hui, won three consecutive championships in the shooting competition. He applied for the "three gun" trademark to the Trademark Office of the Ministry of industry for the sake of congratulations. In the same year June, the "three gun" trademark was approved and extended to date.

In the 80 and 90s of last century, wearing three gun underwear is the same as wearing "CK" and "Chanel" nowadays. But years of ups and downs, the 80 year old brand. brand It still maintains its unique craftsman skills, but it is not precise enough for consumers to move online.

It is the consensus of the three gun people to change the rules and remain unchanged. In May 2012, Cui Yueling set up a three gun business department with 2 young employees. "At that time, none of us knew the electricity supplier." Cui Yueling said frankly.

At that time, the online knitted underwear market was filled with smoke and smoke. There were traditional big names such as cat people, seven wolves, and some other new brands such as city beauty, Ttiumph and so on. The online "nothing" of the three guns is only to do all kinds of small intimate, to find young people's line of sight. "Where consumers go, we go." During the interview, Cui Yueling kept repeating the company's brand vision.

According to the world clothing shoes and hat net, three guns are firmly grasped in their own hands from yarn raw material procurement, plate cutting, garment making and product quality inspection. Among the 3000 stores in the country, 80% of them are self-employed and firmly grasp the initiative of offline market.

Three gun net touches, "copying" the way of doing business under the line: relying on the strong supply chain basis, the online shop goods are uniformly shipped by the group. "All three gun products are shipped from No. 555 Kang Wu Road, Pudong New Area, Shanghai. We want to educate consumers in this way, and the goods from here are real products." Cui Yueling said that online dealers do not need to worry about inventory and capital. They can devote themselves to the construction, marketing and customer service of online stores. The combination of the two, the three guns also on the online market opened a beautiful "one gun".

So far, from 2012 to the beginning of the online market "Xiao Bai", to 2016 double eleven, three gun Tmall flagship store sales of about 75 million, the annual total network sales of about 350 million, three guns thus achieved the same brand on the first line.

Open up a store in the opposite direction and sign "big black bull".

In the early days of the electricity supplier, three guns focused on the difference between the online and offline markets. "We found that the product overlap between the two markets was around 5%. Many large sizes do not sell online, indicating that online consumers are younger. Cui Yueling said.

From the beginning of the rigid design, the old online shop has no visual design, and many new products that meet the fashionable tastes of the young people are added. Trendy bottoms, bottoms, brightly colored Polo shirts, beach pants, printed sweaters, such as tusky, One Piece and little yellow people, are more suitable for young people's aesthetic characteristics. They are gradually looking for the eyes of 25 year old ~30 year old young consumers.

Zhang Meizhen, three gun new media operation manager, told reporters that on the online visual design, three guns were gradually approaching the fashion taste of young consumers. "The front line shop models are mostly older aunt mothers. Now the models on the three gun models have been replaced by models of around 20 years old, with five dimensional stereoscopic models. They have taken pictures of model products in the form of blockbuster fashion, driving young customers to go shopping in their own initiative."

What's more, the three guns have never been commercials after naming the "Shanghai". In 2016, a big black bull named Li Chen was brought to the fans in the run, brothers.

Cui Yueling also revealed a secret. When he chose three gun spokesmen, he changed the question of "who you think is best suited to be a three gun spokesperson" to "who you want to take a group photo with, and eat with 6 candidate stars". Most of the last 80 employees chose Li Chen. "Li Chen's steadfast, steady and reliable image is consistent with the brand quality of the three guns, and he can bring three shots more youthful vitality." Cui Yueling said that the three guns to sign young people like Li Chen are precisely based on the choice of the younger generation of consumers.

This self image breakthrough is extending from online to offline. Cui Yueling said that at the beginning of last year, under the lead of three guns, the three old brands of Shanghai textile (Group) Co., Ltd., namely, three guns, min Guang and conch, were in Ji'nan, Zhengzhou, Xi'an, Hefei and other second tier cities, and opened the 300~500 square meter "Shanghai textile brand living hall".

In most of the physical stores have chosen to shrink, but dare to expand, three guns have a logic, "shopping malls rent reduction, three gun life hall to take the opportunity to open, the product category of the display is more, the guest unit price also increases, and can give consumers one-stop shopping demand." Cui Yueling introduces, to three gun shop life hall, let consumers have the feeling of entering into UNIQLO and Zara.

Zhang Meizhen told reporters that in the future three gun life hall, will also set up two-dimensional code beside the product, through the experience of products under the line scan code, online shopping preferences, online and offline, for three guns brand new retail spanformation and upgrading to win space for development.

More wonderful reports, please pay attention to the world clothing shoes and hats net.