ryethenovel Chapter 20 Product Launch
Chapter 20 Product Launch
At the same time, Lin Mu also photoshopped an English text onto the main image:
Spring Diary
Capture the gentle sunshine.
A Gift of Love
Lin Mu also put some thought into the font of these three lines of poetic English text—he didn't use a free font, but instead found a paid artistic font online and added it.
After processing the main image, it's time to work on the product details page.
Generally, after clicking a product link, the average user first looks at the product title, then scrolls down to check for any obvious negative reviews. At this point, users with a clear intention to buy have already placed an order; while hesitant users will continue scrolling down to view the product details page, which is the last resort to retain users.
But on the product details page, Lin Mu added nothing extra: no specifications for the stockings, no mention of whether they would chafe or wrinkle, and no information about their origin. All the designs continued the style of the main image, with even the pictures barely altered, still focusing solely on a pair of long legs and maintaining a high-end nightclub vibe, only the model's pose slightly adjusted. He even continued to Photoshop poetic English text onto the images on the details page.
After finalizing the main image and product details page, the last thing to decide is the title. The title of a Taobao store is crucial; it's the second most important factor, after the main image, that can determine a product's success or failure, and in most cases, it's arguably the most important.
Lin Mu pondered for several tens of minutes, making revisions and finally set the title as: "Hot Girl, Rhinestones, Sequins, Skin Beautification, Nightclub Clubbing Black Stockings".
This title contains keywords related to a specific style, specific application scenarios, trending keywords, and two original keywords.
Lin Mu said to Factory Director Mao, "If you spend tens of thousands of yuan on paid advertising, the advertising data will definitely be good. By the way, what are your production costs?"
Factory manager Mao replied, "Six yuan a pair. We're currently in the sample stage and haven't started mass production yet; they're all handmade. If demand increases later, we can switch to semi-automatic equipment or customize special machines, which will significantly reduce production costs."
Lin Mu said, "Just triple the price and sell them for 18 yuan a pair, minimum order of two pairs, shipping not included. Even if the cost drops later, don't change the selling price."
Factory Manager Mao clicked his tongue in astonishment: "Selling it for three times the price? A 300% profit margin, isn't that too expensive?"
Lin Mu asked curiously, "How much did you originally intend to sell it for?"
"Just add two or three yuan, sell it cheaper at the beginning to increase volume. Once production increases and costs come down, it will be great if we can still maintain a 50% gross profit."
Lin Mu shook his head: "Director Mao, you're working with consumers (C-end) now, not businesses (B-end). You need to change your mindset. Our selling point is to create the feeling that 'this is a high-end European and American product.' If you sell a high-end product for 8 or 9 yuan, who are you looking down on? Are you looking down on your customers? Can customers feel comfortable wearing it at that price?"
He paused, then continued, "Girls in bars and nightclubs are very competitive. If you set the price high, they'll feel more confident wearing them. Besides, once your factory's production increases, you'll still be supplying B2B businesses, so you need to leave enough profit margin for B2C businesses. If you sell them for 18 yuan a pair, and you give the merchants who buy from you a wholesale price of 10 yuan, they can sell them for 14 or 15 yuan a pair, leaving a profit of 4 or 5 yuan. That's what motivates them to help you sell your goods."
Factory Director Mao seemed thoughtful, then asked, "But Mr. Lin, these stockings don't require much technology. If I can make them, other factories can too. What if my competitors start selling them and engage in a price war with me?"
Lin Mu countered, "If you sell it cheaper, will your competitors stop engaging in a price war? Since a price war is inevitable and profits will eventually be eroded, you should try to earn as much as possible while you can. Also, have the R&D department develop the 0D white rhinestone stockings as soon as possible. Prepare 1000 pairs of black stockings and 1000 pairs of white stockings, and release them to the market together later."
……
A week later, the R&D department successfully developed white stockings with rhinestones, and the production department also completed the preparation of 1000 pieces of each of the two types of stockings.
On that day, a Taobao store named "Spring Diary" was officially launched, with black and white stockings products featured on the main images and promoted through Taobao's direct traffic platform.
At the same time, Nangong Xiaoxiao, the model who took the photos, also received the product link from Factory Director Mao.
Nangong Xiaoxiao clicked on the link and glanced at the pictures first—although she was the model, she didn't know what the final product would look like. When she saw the main product image, she was a little surprised: "Huh? It's presented like this?" She could hardly recognize her own legs in the picture; just like the operator said, they looked like the legs of a female model from a high-end brand.
Nangong Xiaoxiao continued scrolling down the product details page and found that it was almost entirely filled with pictures showcasing her legs in various styles. After looking for a while, she noticed a detail: each picture was accompanied by a string of poetic English text. The overall impression of the product was: I am a high-end product, I have great style.
She glanced at the price: 18 yuan for a pair of stockings, minimum order of two pairs, shipping not included. Since she lived locally, the shipping cost wasn't expensive; with shipping, it came to exactly 40 yuan. This amount of money was nothing to her; in fact, she would be dissatisfied if the price were too low, as she never wore cheap clothes.
Nangong Xiaoxiao placed two orders directly: one pair of black stockings and one pair of white stockings. She then shared the product links in her QQ group with her best friends.
Nangong Xiaoxiao: Sisters, I'm sharing a Taobao item—a super cute pair of European-style club stockings! I modeled these and tried them on myself; they look amazing on!
Nangong Xiaoxiao's group chat with her best friends is quite active. The group consists of models and Taobao models who share ways to find work, so the group is always quite popular. She received a reply quickly after posting the link.
Group member 1: It's rare to see Sister Nangong recommending products, so I have to take a look!
Group member 2: Tell me what you think after you've finished looking at it~
Group member 1: I've already placed the order! Judging from my professional perspective, this item is highly likely to be a bestseller!
Group member 2: Really? I'll go check.
A little while later, group member two replied: I bought some too! This store is really special. I just compared it with other sellers in the stocking category, and none of them can compare to this one, whether it's the main image or the overall atmosphere. By the way, I've never seen these rhinestone-studded stockings before in the market. Which European or American brand did they copy?
Nangong Xiaoxiao explained: It wasn't copied. The shop owner said it was export overstock specially supplied to Europe and America, and was customized for European and American customers.
Her explanation excited the group even more. Since it was a European and American brand and not cheap, it perfectly met their purchasing needs—they were all middle-class people who wanted to dress differently from others.
Because it was local, Nangong Xiaoxiao's package arrived in just one day. That very evening, she put on those clubbing socks and went to a bar with her friends.