In recent years, pregnant mother category can be described as a sudden emergence, substantial sales. At the same time, with the gradual increase of age-appropriate mothers, more and more expectant mothers put forward higher and higher demands on radiation protection apparel in terms of environmental protection, materials and technology.
First, the sudden test of survival
The popularity of a variety of appliances makes radiation everywhere in life, followed by emergent radiation suit gradually swept the market. As a research and development focused on pregnant women's radiation suits Jing Qi and the official arrival of Lynx in 2011, and by virtue of superior radiation protection, comfortable breathable fabric and stylish design has won the trust and love of consumers. However, in December 2011, CCTV "truth survey" section broadcast a report on the radiation suit, the report of engineer Chen Feng's "experiment" the result is "radiation suit can not be radiation but increased radiation" This conclusion gives consumers a serious challenge to the radiation protection suit. Suddenly, negative reports on the radiation suit and public opinion are rife, which can be a fatal blow to the entire radiation protection clothing industry. Jing Ye as a new radiation protection suits enterprises, but also face the loss of customers, a dramatic decline in orders, inventory and other tremendous pressure to survive, this time Jing Ye faced a serious crisis of survival.
Second, the power row after the concerted effort
CCTV "truth survey" part of the broadcast, so that the entire radiation protection suits industry are facing tremendous pressure of survival, broadcast programs soon, consumers are increasingly questioned the radiation protection suits, the industry also appeared a number of radiation suits So crisis closed. Jing Qi radiation has just settled in the domestic market will encounter the industry crisis is even more difficult to walk. Fortunately, Jing Qi whole team, both R & D team and management team, did not give up because of this sudden crisis. On the contrary, Jing Qi did not stop radiation technology research and development and innovation fabrics, and in the first time taken to reduce production costs and reduce costs, increase the rumor, promote scientific popularization of radiation and a series of emergency measures so that Jing Qi can Reduce losses to a minimum when an industry crisis occurs.
Jing Qi maintained a calm approach in the crisis of the industry, to withstand the pressure of public opinion and survival pressures from all walks of life difficult to move forward, although the entire radiation protection service industry are in a downturn, Jing Ye still maintained the momentum of development. Finally in April 2012, Liu Shanghe, academician of the Chinese Academy of Engineering, and Shang Si-shan, a senior engineer at the Shanghai Textile Academy, visited CCTV as "so it is." Professionals in the professional organizations are not familiar with the rumors of many radiation protection suits , Using professional and scientific experiments to clarify the truth and pointing out the unscientific nature of Chen Feng's experiment in the section of "truth survey." Until now, consumer concerns in the heart slowly disappear, radiation protection clothing industry ushered in the spring.
Jing Ye at this time, based on a full understanding of their own stores in the radiation suit market rebound, timely grasp the opportunity to take the opportunity to resume production as fast as possible, and even increased radiation R & D technology research and development efforts And the scale of production. At the same time, Jing Qi also took the opportunity to explore and improve the company's internal marketing model as well as the push through the model, making the shortest possible time grabbed the initiative to re-occupy the larger market. Shops on the trend, in one fell swoop gains Tmall industry in 2012 ranked first in the crown.
Third, the industry champion is how to make it
After a severe production test Jing Yee, in the face of many traditional radiation protection suits the unique brand of traditional brands, the face of fierce market competition, Jing Qi is how to win the industry leader?
1, increase research efforts
Radiation protective clothing for pregnant women is a functional product, science and technology quality is the core competitiveness of radiation suit. Jing Qi adhering to the "perfect" design concept, has developed a deep-sea precipitation technology and nano-silver ion vacuum high-energy beam plating technology. February 25, 2013, the international anti-radiation anti-static materials Technical Committee in the global market more than 30000 new materials and high-tech companies for the first time in the 21st century radiation suits industry's seven innovations, the store developed "nano-silver ions Vacuum high-energy beam plating technology "and" deep-sea sedimentation technology "were ranked first and second respectively. Radiation suit competition in the final analysis is the clothes or "face" of the dispute, the use of the most advanced fabric technology to make first-class radiation suit quality, which is the store in the fierce competition to win the key.
2, by the media "Dongfeng" to strengthen the external promotion
Companies with Sina, Netease and other media coverage of the concerns and to strengthen their external promotion, creating a very favorable conditions. In the meantime, Jing Ye Company promptly used this array of "Dongfeng" and formulated a detailed subdivision of its media promotion responsibilities so that the company is in a more advantageous position in Baidu's search ranking.
3, improve the company's sales model
Jing Qi abandoned the traditional sales model, established a complete R & D - design - production - marketing - logistics - after-sale system. And gradually formed a marketing as the center, production and promotion of the business model. "Marketing is the king" business philosophy, all the market demand as the main meeting point, to ensure the normal operation of the production supply chain, station station promotion outside the station operations, multi-directional store drainage. And through the analysis of the psychological needs of target customers, different strategies for different customers using different marketing strategies, and ultimately achieve the goal of improving the turnover rate of the whole store.
4, emphasis on customer service skills training
The most important feature of e-commerce is network marketing. Therefore, the marketing ability and service quality of customer service staff are directly related to the conversion rate of stores. The service market is fiercely competitive, who wins the customer, who wins the market, who has won the development. The company regularly provides professional system training for each customer service personnel. The course includes product knowledge, marketing skills, call-to-talk, and customer psychoanalysis And so on, which makes the reception quality of customer service staff has been greatly improved, largely to improve the store's turnover rate. In addition, the establishment of a sound customer service system, especially in the activities of the store when the mature and perfect customer service system will be very good to improve shop volume.
Taking 2012 Double Big Eleven as an example, the shop made adequate arrangements and preparations for customer service. And it is a mature and perfect customer service system that makes the store's radiation protection suits perform well in online sales.
After the pre-strict customer service arrangements and preheating events, 2012 Double-11 in the promotion of the day, Jing Qi flagship store hit a radiation protection service industry's first result.
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