First of all, brand introduction
The products of 1 and Jiaonei 20 16 have been put into production, with compound rapid growth in the past three years, with sales of 50 million in 20 17 and 0/600,000 in 20 18, ranking among Tmall Double1/kloc-. GMV exceeded 654.38+0 billion, and the number of users reached 6 million. In June, 2020, bananas fully expanded online and offline consumption scenarios, and continued to provide interesting and useful value for users' intrinsic quality of life.
2. Bananas have multi-category flexible supply chain capabilities and independent research and development capabilities, and have a number of somatosensory technology patents around the world. By constantly improving the material, structure and function, somatosensory technology products such as heel socks, cool skin sunscreen series, hot skin warm series and some cups can not be hatched in bananas.
Second, the marketing strategy
1. Banana selects first-class suppliers with outstanding advantages in scale, management and technology, carries out long-term close and in-depth strategic cooperation with many international first-line brand suppliers, and jointly develops exclusive technical assets with upstream supplier brands.
2. For bananas, using SPA mode to get through production and marketing, directly collecting yarn sources, removing intermediate distribution and agency links, strengthening the control ability of the whole industry chain through scale effect, supplemented by refined operation, can effectively control quality and cost.
3. The top-down ECR model in 3.Banana is a user-oriented flexible supply chain management model. According to the feedback of terminal sales data, make corresponding production plan, adjust SKU production plan in time every week, and improve inventory turnover rate.
Third, product features
1, Bananain banana, advocating the redesign of basic models through somatosensory technology. Since 20 16 launched the first "Tagless unlabeled underwear", the basic lifestyle, including underwear, socks, sun protection, warmth and home clothes, has been redesigned in bananas.
2. Bananas have multi-category flexible supply chain capabilities and independent research and development capabilities, and have a number of somatosensory technology patents around the world. Through the continuous improvement of material, structure and function, "heel-less socks", "skin-℃ sunscreen series" and "hot skin+℃" were hatched in bananas.