Two Men'S Ladies Underwear B2C (2)

Although she does not admit it, the industry believes that

"It is not too big a problem to create our own brand based on China's manufacturing capability."

Dong Lu said.

But Zhu Xiaohu, an investment partner in Jinsha River, seems to have to "do his own brand" to ensure high.

The B2C1.O version of the self procurement model represented by Amazon is hard to make in China because it has to do its own third party matching with B2C, including logistics, database, and so on. In the United States, companies that provide database services for B2C can be listed independently.

Taking warehousing as an example, China's generation of B2C will have to build its own warehousing and logistics base everywhere, which makes B2C company more and more important.

At present, a practitioner of the consignment under the line said.

While taking

Whether or not it has been adjusted, the dream bazaar finally went to "own brand", and the product priced at about 100 yuan, the consumer group is mainly urban white-collar workers.

It seems to be a golden rule on the Internet. "Clothes with a unit price of more than 200 yuan are hard to sell on the Internet, while less than 100 yuan will be faced with competition from Taobao stores".

One of the path choices:

Europe, America or Japan and Korea?

Dong Lu's alliance with him was an encounter.

When talking with VS and others, Dong Lu found his friend Daisuke, a friend who was in Japan's Goldman Sachs office, Kanazu Daisuke.

Unexpectedly, the Jin Jin Daisuke was originally born in Tokyo textile family. He just received an underwear designer from his friend's family. This is Lan mu.

At present, the two people hit the nail on the head. Jin Jin Da Fu joined the brand with LAN mu, and two people set up a fashion communication and vending company, which is dominated by fashion in Tokyo, Japan.

"In the past, Chinese women's underwear often invited foreign models, but in fact, Asians had a very different body shape than Europeans and Americans."

Dong Lu said that the Japanese design of LAN Mu is closer to the Chinese.

In fact, he had done a series of investigations before: he put together a lot of cut off underwear photographs in China, "in fact, consumers can't identify which is admired and which is Fang Li Fang"; the details and fashion sense of Japanese style tailoring, "90% of consumers said if they had such a product, they would buy it".

In the follow-up product design, aiming at the characteristics of Asians' general chest size and expansion, he emphasized the function of "chest collection" and "upgrading and gathering".

But this "Japanese wind" is an important reason why Jinsha River does not consider him when he chooses to invest.

"Harbin haha wind will always be gone," Zhu Xiaohu said.

Although the Taobao store, represented by "Han Du Yi house", has benefited from Harbin haerfeng, its sales have increased rapidly from more than ten million to over 7 million yuan in the past year. But the team of Meng Baasa believes that the European and American wind is still the mainstream. At present, the relatively high-end women's underwear brands occupy a large proportion of the market.

Behind this recognition is that Zhu Xiaohu believes that the team of "dream bazaar" is "more reasonable" and has a better understanding of the B2C market.

From Bertelsmann to Mcglaughlin and since then, She Xincheng has rich experience in marketing and brand marketing, and his partner has strong control over design, artistic experience and products.

"B2C is not so simple to sell things online," Zhu Xiaohu said. It involves many aspects such as online promotion, quality control, cost control and even process control.

The team with Dong Lu as the core is not as good as the dream of bazaar.

In fact, even in the age of von Cheng, there is VC's lack of confidence in the product. "29 yuan a T-shirt, if the workers in the factory wear it, will it lead to the loss of urban white-collar consumers? Where are the customers' location?" the VC said.

Path selection two:

Focus or mall?

"Mcglaughlin has pformed from a private brand website to an online platform for clothing."

Gu Beichun, its president, said: "like an online clothing department store," in the future, we will cooperate with B2C online brand in a very open way.

It is understood that brands such as LAN mu, masamaso and Olomo have been sold on wheat net.

"Cooperation with us can increase online sales of 30%-100% without increasing advertising."

This seems to be a dream bazaar's path.

As early as 2006 and 2007, dream bazaar began to expand its product brand, "cosmetics first"; after losing 3 months in a row, they had to suspend the business and turn to women's clothing. Now the sale of clothing has already exceeded the underwear.

As you can see from its webpage, dream bazaar has also set foot in shoes, bags, accessories and other fields.

According to the estimation of IT manager world, Meng bausa's sales volume in 2009 is 1.2 billion, "this figure is basically reliable."

The dream bazaar insider said.

And in 2008, the overall sales of last year were estimated at around 40 million to 50 million.

In addition to marking the standard chest circumference, these underwear B2C will also mark the uniqueness of bra design for consumers' reference.

At the same time, provide replacement service, but if the wrong size of the replacement service needs to be borne by the consumer freight.

As a personal clothing, he designed a "sanitary paste" in the underwear crotch to facilitate fitting, while Meng bausa extended the period of unconditional return to 30 days.

"I prefer to buy underwear in LAN Mu and buy other miscellaneous things in dream bazaar."

H, the online shopping mall, said that because the main underwear oriented LAN Mu looks more professional, "underwear is also better to wear"; and dream bazaar has a larger choice.

Although compared with Meng bausa, he has relatively few underwear categories.

According to its disclosure, the two purchase rate of Miss LAN is around 50%, while the return rate is only 1%. The relative data of dream bausa is 70% and 8%.

Perhaps H will have to face the reality of another dream of bazaar one day, and he has already begun to test the water clothing sector.

"If one day our customers want us to provide what kind of products, we will certainly consider it."

Dong Lu said, but is not yet ready to do so.

Whether she is Xin Cheng or Dong Lu, "every day we monitor consumers' comments on us" is their common ground.

"We put forward within the company that any order should be regarded as the first order."

She Xincheng said that if consumers were lost, there would be nothing.

Compared with the relatively low negative evaluation, he has nearly 2 pages of negative comments with GOOGLE, but Zhu believes that most of them are ghosts.