Yaqian Youai has three changes: business model change, operation idea change, and product track change.
The reporter learned from people familiar with the matter that Yaqian Youai, a new retail brand of Yaqian Group, recently cooperated with Wokai Network Media, which was established in October last year, to make significant adjustments to the new retail model and launched "dududream" brand products. In order to connect the old and new systems, Yaxi Youai and Wokai Network Media also held a number of training sessions in Shanghai, and Zhao Yong, deputy general manager of Wokai Network Media and general manager of Yaxi Youai, appeared on the scene.
As a new retail brand created by an underwear company, Yaqian Youai has transformed all the way on the new retail track and has become a model for the development of similar enterprises.
A changeFrom multi-level to flat
The reporter learned from a number of dealers that Yaqian Youai originally had a set of models, mainly through high-level dealers to develop low-grade dealers and distribution to achieve profits, but it faced a lot of foreign risks in its operation. Now, Yaxi Youai cooperates with Wokai Network Media to create a flat marketing system.
In the traditional model, Yaqian Youai's declaration level is divided into two types: company sales and dealer sales: the former carries out sales work in the name of the company, and must work in Haikou, Harbin and Foshan with branches; The latter is not geographically limited. The company's sales are divided into national sales director and national sales manager, the former needs to pay 98,000 yuan for the goods, 10,000 yuan for the deposit, 12,000 yuan for the first amount, the latter needs to pay 45,000 yuan for the goods, 4,000 yuan for the deposit and 5,000 yuan for the first amount. Dealer sales is divided into three levels: national sales officer, VIP member, member, sales director needs to pay 12,000 yuan of payment, 2,000 yuan of deposit and 2,000 yuan of ** amount, VIP members need to pay 3,000 yuan of payment, members only need to register. One dealer mentioned that the margin was set to prevent low prices from disrupting the market.
In order to support the traditional model, Yaqian Youai also launched the "Youai City" applet, which is intended to lay out online terminals. After the reporter entered the mini program, he found that the Youai City mini program includes the "Ya Qian Youai" column and many other columns, but only the products in the "Ya Qian Youai" column are internal products of the company, and the rest are used for drainage, which is consistent with the online ** of many new retail brands. Some dealers said that this app is mainly used for member shopping, and can enjoy discounts**.
Ya Qian Youai's social layout is not limited to this. Yaqian Youai's online "Youai Wangwang" applet is fully functional, not only online with multi-person chat, voice, and call functions similar to WeChat, but also launched the "Chuangcheng Classroom" online training program, and the "Youai Circle" column of the ** copywriting that is regularly updated is more unique among many new retail enterprises.
After Wokai Network joins Yaqian Youai, Yaqian Youai will try to build a new online management system and build a flat marketing model. This model has only one declaration level (some dealers say it is 5,000 yuan, and some dealers say it is 10,000 yuan), and the dealer directly connects with the company, and does not need to go through other dealers. Dealers can also spend 73,000 yuan and pay an additional 10,000 yuan deposit to qualify for starting a company. After the company is opened, it will be officially connected by the company with Yaqian Youai and Wokai Network. Within the company, ordinary members will have performance appraisal indicators, but the initiators will not have appraisal indicators. One dealer said of this model, "People think it's safer." ”
It is worth mentioning that the two models do not cover directly, but coexist for a long time. Only the new dealers who join Yaxi Youai will fully apply the new model, and the dealers who have previously joined Yaxi Youai can use both the new model and the traditional model. A high-level dealer explained that the traditional model has multiple levels of declaration, and once the new model is completely applied, the old dealer's previous investment will be wasted.
Two changesFrom micro-business to global traffic
Yaqian Youai's parent company, Yaqian Group, was born in 1994, and its founder, Huang Xuxiao, was born in a tailor family in Jinhua, Zhejiang, and he himself also had the experience of going out to make clothes with his father. In the early years, he was mainly engaged in underwear OEM and did not establish his own brand. But by chance, he found that there are brands of underwear ** that are more expensive, so he officially founded Yaqian to focus on underwear production.
After more than 20 years of development, the market scale of Yaqian Group has been expanding, and more than 2,000 physical stores have been developed, mainly including Yaqian Private Clothing Workshop, Aishita Life Museum, UM** and fast fashion JU, which has a variety of products such as bras, thermal underwear, seamless underwear, and other products. In order to promote the underwear brand, Yaqian also successively invited Wen Bixia, Wu Peici, and Yao Xingtong as spokespersons, and the market development intention is very obvious.
In 2016, in order to open up the new retail market, Yaqian officially established the "Youai" brand, and introduced Zhou Lan (EMMA) as the person in charge of Yaqian Youai and the new marketing president of Yaqian Youai. It is reported that Zhou Lan once worked in a foreign company and has many years of marketing experience. After joining Yaqian, she adopted a combination of online social new retail and offline physical stores to promote the Yaqian Youai brand, and achieved certain results.
In 2018, Zhou Lan presided over the reform of Yaqian Youai's operation system, first of all, Yaqian new retail was gradually divided into two parts: online new retail began to use the name "Yaqian Youai"; Offline new retail was renamed Yasi Aishita. In addition, Zhou Lan also founded the Chuangcheng system and established the Chuangcheng Business School, aiming to establish and improve the talent training mechanism. The company's official release and the establishment of the talent training system have increased Yaqian Youai's sales performance by 500%.
In 2020, Yaqian Youai launched the "Youai City" applet and APP, and began to make great efforts. In the same year, Yaqian Youai officially announced that its performance exceeded 200 million yuan, and hundreds of thousands of dealers joined, showing that the market development was effective. Ya Qian Youai also officially called the starting period as Ya Qian Youai 10, the brand incubation period is called Yaqian Youai 20, which was then called Yasi Yuai 30。
At the same time, the fast-growing Yasi Youai has also been questioned by some people. Some people said that Yaqian Youai's affiliated companies have been applied for property preservation many times, and the ** system has been accused of being rumored, and the products are also suspected of false publicity. However, for now, Yaxi Yuai does not seem to be affected by these factors, and the market development is still progressing in an orderly manner. A dealer surnamed Tang said that from 2016 to the present, Yaqian Youai's cumulative performance has been at least billions of yuan.
In 2023, Yaqian Youai and Wokai Network Media will start cooperation and officially launch the "dududream" brand. From the perspective of equity, Huang Xuxiao, the founder of Yaqian Group, finally controlled Zhejiang Wokai Network Media by holding Zhejiang Yaqian Brand Management, Zhejiang Jinwowo Enterprise Management, and finally controlled Zhejiang Wokai Network Media.
A Sichuan dealer said that after the cooperation between Yaqian Youai and Wokai Network, they have begun to build a marketing network, and mainly promote strategies such as digital management and global traffic.
From the traditional micro-business, to digital management, global traffic, I don't know if Yaqian Youai's change means entering 40 times?
Three changesUnderwear changes lanes for great health
Yaqian Youai started from the underwear manufacturing industry, and the textile products are mainly divided into ** series, plastic care series, underwear series, Qinshu series, and Zhiyang series, of which the Qinshu series is mainly skin-friendly products, and the Zhiyang series is mainly the so-called "black technology" products. In addition, each product is labeled "cherry" and "nut", with the former targeting the female market and the latter targeting the male market. It is reported that Cherry Pants was listed in early 2016 and achieved a performance of 1.3 billion yuan in the five years after listing.
Some distributors mentioned that some of Yaxi Youai's products use "microencapsulation" technology. She introduced that the so-called "microencapsulation" technology is to put a part of the active ingredient in the pants in a "capsule" way. After a period of friction, the silver fibers, hyaluronic acid, silver ions and other ingredients in the "capsule" will be exposed to the outside and exert an impact on the body, which is also to nourish and moisturize the skin, and will not have a negative impact on the body.
With the passage of time, Ya Qian Youai also moved the idea of accessing the big health track.
In 2022, Yaqian Youai's "Ai Taishen" brand launched the first product focusing on the big health track - Ai Taishen elastic collagen multi-active peptide. According to the official introduction of Yaqian Youai, this product is the latest product of cooperation between Yaqian Youai and NIPPI Company, which uses deep-sea red snapper fish scale collagen peptide as the main raw material, and combines collagen peptide, fish collagen tripeptide, and bonito elastin peptide (Lin) tripeptide pure powder. The company expects that consumers can enjoy high-quality raw materials while improving the quality of life. In order to build momentum for this big health product, Yaxi Youai organized dealers to go to Japan in May of the following year and went straight to IPPI to visit the factory at the foot of Mount Fuji, which caused a lot of repercussions among the dealer group. A dealer surnamed Wu said that the Ai Taishen brand did not live up to the high expectations of Yaqian Youai, and brought a performance of 600 million yuan to Yaqian Youai after it was listed.
In addition, after the cooperation between Yaqian Youai and Wokai Network Media, they also jointly launched the fat loss product "Dududream Mulberry Leaf Wasabi Drink", which has been launched in internal experience packs and will be launched in large quantities in March 2024. This product is currently shipped on a monthly basis, and is divided into three sets: Daily Slimming, Easy Fat Burning, and Rapid Fat Burning. A "general agent" said that this product is a cooperation with Jiangnan University, although her distribution level is high, and the internal experience quota in her hand is only five.
Through cooperation with Wokai Network, Yaxi Youai launched the "Dududream" brand and tried to build a new marketing system. As for the follow-up of this change, this journal will continue to follow up.
*:Knowledge economy.