LilySilk is an independent brand under Nanjing Bestic Network Technology Co., Ltd. It is a B2C e-commerce platform focusing on the sub-sectors of silk clothing and household goods. After years of development, it has become the leading brand in this sub-sector.
2021 In 3, LilySilk completed the A+A+3 round of financing , led by Nut Capital, providing strong guarantee for the further development and layout of the brand. At present, cross-border giants such as SHEIN, Zaful and other cross-border giants are "striving the city". What supports the LilySilk in the cracks to grow and grow step by step?
1.Different product layout
SilkThe clothing and home furnishing fields are the main business areas of LilySilk. The product categories include women's silk clothing, pajamas, scarves, bed sheets and pillowcases, etc. The price is generally between 50-200 US dollars, and the customer base is mainly located in the United States 35-54-year-old well-educated high-income group.
, which is located in the fast fashion field, is not the same as SHEIN, Zaful, which focuses on the silk products segmentation field, not only avoids head-on confrontation with industry giants and obtains high product added value, but also can endorse my country's ancient silk culture as product . Public surveys show that in the sub-sector of silk and silk products, overseas consumers generally believe that China is the country with the best silk products production and production technology in the world.
2.Dual layout of platform and independent website
LilySilkIn the process of development, it has also experienced the era of 2013 -2014 dividend flooding. Like most sellers, they embarked on the road of going overseas with the help of third-party platforms. At that time, LilySilk sent products abroad and went to the world through Amazon , eBay and other platforms. As the platform model traffic peaked, LilySilk immediately began its own transformation path, opened up its own independent site, and moved towards the DTC model.
has shifted from a platform to an independent website, and there are not many successful cases. LilySilk is one of the brands that have leaped over the "gantry", and this has also become one of the reasons why Nut Capital invested twice. At present, independent websites have become the main output channel of LilySilk, and sales account for more than 60%.
3. Combined with off-site operations
Whether it is a third-party platform or a self-built independent site, LilySilk provides consumers with a variety of discount activities during the operation process. For example, for the promotion of Black Friday festival, LilySilk puts the discount on the homepage of the website. Consumers can enjoy the highest discount of 73% . In addition, LilySilk launched the brand VIP plan (including consumption exchange points, member exclusive discounts, member birthday gift vouchers), additional discounts for new users, and cash discounts for friends recommendations. Through a variety of on-site activities, LilySilk effectively increases the trust and stickiness of customers to the brand and improves the repurchase rate of products.
. Outside the site, LilySilk chose a marketing path similar to SHEIN, Zaful, focusing its main marketing positions on mainstream social media platforms such as Facebook, Instagram, YouTube, TikTok, and launched different contents according to different attributes of the platform., such as LilySilk, new product release activities and promotions are generally selected on the Facebook and Instagram two platforms; and popular science content such as silk product maintenance and use will be selected, which will be popularized by the user group, which likes general knowledge and entertainment.
Through the continuous operation of social media, LilySilk has brought a lot of free traffic to the product. While increasing product sales, it has also effectively spread the brand. In addition, with the development trend of social media, LilySilk is also constantly exploring new marketing models, such as blogger real-person review, KOL product planting, etc.
4.High-quality services
In the operation process, LilySilkLivelySilkDraws from the details, improving its service system bit by bit, and improving service quality and level. In order to eliminate the final concerns of customer consumption, LilySilk sets the return time for 6060 days, and launched a free service for the first time for users in the United States to return and exchange. Even compared with industry giants such as SheIn, Zaful, it also has its own unique advantages. In addition, LilySilk also provides users with detailed delivery time and exquisite product packaging.
In response to customer response issues, LilySilk is responding in a timely manner, and iterating the product quickly according to customer requirements. Through this model, LilySilk has won positive feedback and evaluation from the customer base, endorses the product from the perspective of consumers, and empowers the brand through this sincere attitude of dealing with problems, ultimately acting on product sales.
As Sun Hongda, partner of Nut Capital, said, "The essence of e-commerce is retail, and the success of retail cannot be separated from the polishing of internal strength and the precipitation of time. It does not have too many high-end models to talk about, but more of it requires the team to work hard on details and better meet the needs of the market and users through high-quality products and services."
and LilySilk under the shade of giants such as SHEIN, Zaful, has won the trust of consumers and opened up a world of their own through continuous polishing and refinement of product positioning, platform layout, marketing model, service experience, etc.
