In the cross-border e-commerce of fast fashion, zaful has won the hearts of foreign beautiful girls.
Zaful has more than 15 million fans in the overseas social media matrix. By the end of 2019, zaful has 39.86 million registered users and 23 million monthly active users, with a 90 day repurchase rate of 42%.
Zaful is a self-supporting clothing brand of Shenzhen global Tesco. It was launched in 2014 and focuses on the European and American markets. Zaful ranked 23rd in the top 50 Chinese sea going brands released by brandz in 2019, ranking third among Chinese e-commerce sea going brands, second only to sheen.
Zaful started from swimsuit and now ranks first in China's swimsuit export category. It also occupies the category mind among foreign consumers. In google trends, the company has become one of the most concerned keywords in swimsuit category.
Zaful's marketing start is based on the network red with goods into the flow. At present, zaful cooperates with nearly 100000 net reds, with the head net Reds accounting for 20%. The net Reds resources are concentrated in the United States, Spain, Italy and other countries. Most of the net Reds are aged 18-24, which is also the customer group targeted by the platform itself.
Starting with swimsuit, the 90 day repurchase rate is 42%
Global Tesco, the parent company of zaful, was acquired by cross border communication (002640. SZ) in 2014 to become its subsidiary. In terms of supply chain and logistics, zaful mainly relies on its parent company. The number of registered users of the global Tesco platform has exceeded 100 million, and its sales channels cover more than 100 countries and regions, maintaining 100% rapid growth for many years.
By connecting domestic suppliers, cross-border communication has stable supply in the supply chain and sells goods to overseas consumers through its own platforms, such as zaful.
According to the 2019 annual report data of cross border communication, zaful has 39.86 million registered users, 23 million monthly average users, 165 million monthly visits, 42% 90 day repurchase rate, 1.5% monthly average traffic conversion rate, 5.6 online SKUs and an average customer unit price of $45.5.
In terms of logistics, in addition to overseas logistics distribution, zaful has also built its own logistics special line service system. According to the annual report data, by the end of 2019, the cross-border warehouse area was about 410000 square meters, including 14 domestic warehouses, 290000 square meters and 63 overseas warehouses, of which global Tesco had established 37 overseas warehouses in 20 countries.
Prepare goods according to historical sales data and product life cycle. At the end of 2019, the inventory balance of global Tesco was 1.47 billion and 3.94 billion in 2018.
As an emerging global online fast fashion clothing brand, zaful will add sportswear, men's wear and other categories in 2019, greatly expand its product line, focus on the localized operation of 19 national stations, and carry out a series of offline experiential brand activities for different market regions.
In entering the overseas market, zaful chooses to detonate by single category. There are four advantages in swimsuit products: rapid growth, the development of leisure tourism industry in Europe and America, large demand for swimsuit and short replacement cycle; High profit, low freight and production cost of swimsuit; The single product follows the trend and is easy to be exposed and publicized on instagram; Like to try on swimsuit at home, suitable for online shopping.
Also, starting from swimsuit, zaful's early pieces have a very strong instagram style, focusing on young women aged 18-24. Using marketing and sales data, zaful has continuously launched new products with high appearance and high cost performance to stimulate consumers to buy.
Zaful is also positioned in fast fashion. The platform is composed of designers and buyers, and is good at learning from the trend. According to the official website, zaful's independent design accounts for more than 80%. The average time from design to launch of new products is 1-2 weeks, with 50-100 models updated every day. In the supply chain, 70% of the world's swimsuits are mostly produced in Huludao, Liaoning, China, with supply chain and price advantages. In terms of logistics distribution, zaful has in-depth cooperation with local logistics companies, such as the Philippines station, which has built a logistics distribution system of Manila warehouse + domestic warehouse. The average signing time from orders sent by Manila warehouse to the whole Philippines is controlled at about 3 days.
In terms of service, zaful guarantees 24-hour customer service and 30 day return and exchange, and uses good service to promote the repurchase rate
Social media attracts traffic, and offline launch is a brand
Like all cross-border e-commerce, early zaful traffic was put on social media to obtain preliminary traffic. Zaful puts advertisements and website promotions on social media Facebook and instagram, and drives users' first consumption through advertising diversion and promotion in various ways.
In the early stage, zaful's operation focus is on customer experience, so that users can form word-of-mouth communication.
Currently, the cumulative number of fans of zaful's Facebook page has reached more than 8 million. In 2019, it has basically maintained a positive growth. Zaful's Facebook Page basically posts more than 5 posts a day, of which the proportion of pictures and posts is the largest, and the number of post interactions per day is no less than 1000.
Zaful has more than 5 million fans on instagram, compared with 6 million fans of luxury brand YSL. Its interaction on INS is one order of magnitude higher than that on Facebook. The average daily interaction is more than 10000, and the highest single day interaction is 320000.
In addition to online traffic, offline, zaful also uses various ways such as activities or shows to obtain offline exposure. Zaful started from the offline student group. For example, in November 2018, zaful brought its most popular activewar series to three famous universities in Los Angeles, cooperated with local college student organizations and communities, and launched the first offline activity among local students. Zaful guided students to register through gimmicks such as giving coupons, silk stockings, guessing prices and free travel to Hong Kong Follow and post photos on instagram.
Fashion show is also a good offline scene for brand exposure. In September 2018, zaful cooperated with eyewear brand Victor Wong to show its swimsuit series at London Fashion week for the first time. The main purpose of entering the fashion week is to strengthen the brand's tonality and premium ability and eliminate cognitive barriers for impacting high-end products in the future.
Of course, the most sensational thing about zaful is the advertising in Times Square in New York. On the fourth anniversary of zaful, Shay Mitchell, a famous Canadian actor, model and writer, was found, and then a video of her traveling and tasting delicious food in zaful clothes in China was released on YouTube channel. During the event, the fans' lucky draw and special funds were launched, and 100000 participants and sold out in three days were harvested respectively.
Throughout 2018, zaful completed brand upgrading through various offline activities.
Live broadcast and private domain traffic are launched together, which can be called the most complete marketing player
However, the most characteristic of zaful is not the conventional marketing. What is more noteworthy is that the company can implement the latest marketing methods in China abroad and do well.
Zaful cooperates with liveme, the live broadcasting platform of cheetah mobile, to go to sea, so that overseas users can immerse themselves in the interaction with the anchor in the way of live broadcasting. The live broadcasting can also jump to the purchase page of zaful products and be transformed through content e-commerce.
Zaful is also very in-depth in the operation of network red. Compared with 2015, the current KOL scale of zaful has increased six times. Zaful has 37000 KOL resources in the global KOL pool, and it is also the brand with the most KOL resources at present.
Zaful's online Red cooperation on YouTube generally allows online red to open the box, try on and release vlog. In the early stage, zaful pays part of the cost for online red video production, and then pays a certain commission according to the online traffic. In the first quarter of 2017, zaful's direct revenue generated by online Red accounted for 10%.