The Way Of Success Of OSA

In a shabby building in Luohu's Peng Ji industrial district, Shenzhen, dozens of employees are packing and filling up the products, sending products to buyers from all over the country. This women's clothing company is called Osa. Don't look at its factory building, its appearance is not good. But in this clothing enterprise, it sells women's clothing of 5 million yuan a month, which is even more surprising.

"Rookie" online zero cost Entrepreneurship

Zhou Yong, who is the boss of Zhou Yong, graduated from the financial section of the University. Before joining the clothing industry, he was also a highly paid family, serving a financial institution with an annual salary of not less than a hundred thousand.

Two years ago, Zhou Yong knew nothing about clothes, but now he can pick out defective clothes from a large number of finished products.

All this is due to the woman behind him.

At the beginning, from the financial industry to the clothing industry, he was also promoted by Tan Fei, his "good wife".

Unlike Zhou Yong, Tan Fei, who came from costume design, has always had the dream of making brand clothes. So after the infiltration of famous brand clothing companies such as JEANSWEST, Tan Fei started his own way of starting a business.

At that time, Tan Fei, who was good at product design, was a layman in terms of market sales.

In the absence of customers, the couple began posting on the famous forums such as Tianya and Sina, putting their designs on the Internet.

In his words, "at that time, survival is the most important thing."

Tan Fei's first single business came from a Hongkong client. In the absence of start-up costs, they took the form of first payment and delivery and earned thousands of dollars.

Summing up the experience of the early stage of entrepreneurship, Zhou Yong said, it can be roughly divided into two stages.

The first stage, as mentioned above, is "first order and then production", and the second stage is to get goods from the market and act as brand agents.

At the end of 2006, with the meager thousands of dollars, they built a website. In the first two months, the profit brought by the website was only a few thousand yuan. Later, because of the lack of knowledge about the operation of the network, the independent website was closed for several months.

In 2007, the couple registered their own clothing brand named Osa.

After a year's operation, sales reached 20 thousand yuan.

Moving into online shopping mall to pform

However, the pformation began only in 2008.

April 2008, coincides with Taobao mall in business.

At that time, Zhou Yong was just in front of a network dealer, from the wholesale clothing to Taobao, sales reached 300 thousand ~50 yuan a month, Zhou Yong felt Taobao user group potential.

So, after some consideration, he went to the Taobao mall and became the first net dealer in the mall.

At that time, online shopping was not yet popular. Zhou Yong and his wife targeted their target customers in the 20 year old fashion age women, priced at less than 100 yuan.

With the change of network market environment, she gradually adjusted her market positioning.

Now, she is a 25~35 white collar woman who has a certain taste in life and pays attention to the price of clothes.

To lock the target on OL, we must accept this crowd's fastidious challenge.

"To ensure quality by means of luxury, pay attention to details and brand."

Zhou Yong said, for example, the production of windbreaker is usually made of paper or knitted fabric, while the latter price is about 10 times the price of the former, but the effect is longer than that of paper.

"We still choose the high cost knitted fabric. These details consumers may not find at once, but we can feel different when we wear them several times."

After entering Taobao mall, the precise purchase group brought by the network sales channel has brought great changes to the European Union.

Zhou Yong said that at present, almost half a year has been moved to places. Last year, when the time came, 1600 square meters had been expanded to 3900 square meters, and within one year, the area of the workshop doubled.

Thousands of square meters of factory buildings, can only meet the production of 20% products, a large number of products are sent to other processing plants, and even Jiangxi and other provinces to processing, the number of foundry factories reached more than 20.

At present, the monthly sales volume of OSA has reached 5 million, and sales have reached half a billion in one year.

What is even more alarming is that the sales of a year and a half billion are all realized on the Internet. The sales of women's clothing in Taobao mall is only inferior to the famous brand ONLY and you Yi cool. The performance is much better than that of the traditional clothing enterprises.

Venture capital

Low cost, high quality service is the key to success.

Talking about the factors of success, Zhou Yong thinks that the following are the main points.

First of all, there is a network of zero cost entrepreneurship, giving the grassroots entrepreneurial conditions.

Earlier, Zhou Yong had tried to set up a physical store.

But later it was discovered that the store would lose its price advantage. Zhou Yong said, "compared with ONLY, Europe and other brands, I have confidence in the design and quality of my products. If we pass the physical store, we will lose the price advantage."

He analyzed that the rental cost of physical stores is too high, and the pressure on brands starting from the Internet is very great.

Take the famous shopping malls in Shenzhen as an example. In a 500 yuan dress, 30%~40% is the Commission of the mall, 10%~20% is the difference between agents, and the cost of inventory, salesperson's salary and commission, the cost to the clothes is only 50~100 yuan.

"The cost of saving these stores is our price advantage, while retaining the appropriate profit margins."

Secondly, the network response is faster than traditional channels.

A style sells quickly and can be quickly sold as a storm.

In addition, the buyer's evaluation can be seen every day, can timely adjust the market strategy according to the needs of buyers.

Thirdly, quality control and good service should avoid excessive marketing.

All products are packed in cardboard boxes, so that products look as high as those purchased by physical stores.

Let customer service make "try on the feeling table", give the sample to customer service to try and feel, make it easy to recommend products according to the actual needs of different buyers.

As an online store, the evaluation of buyers is almost the key to survival. How to maintain "high praise" as far as possible?

No matter how busy you are, customer service should browse the evaluation of buyers.

For buyers, the principle of "comprehensive compromise" - "10% of mistakes and 100% of responsibilities" is granted. Customer service is granted full power. For customers who are particularly difficult to communicate, customer service can do the larger amount of compensation for the buyer without the boss.

Company operation

Turnover: design to three days, seven days.

At the beginning of the season, 8~12 was launched, and more than 20 items were launched at the end of the season, producing hundreds of thousands of pieces per quarter.

Regular inventory of 90 thousand pieces.

Price range: spring and summer wear 180 yuan up and down, autumn winter clothing 240 yuan up and down, down jacket 780 yuan ~1000 yuan.

Staff composition: customer service 20 people, after sale service 6~7 people.

Clothing sales direction: mainly sold to the first tier cities in China, "north to the deep and deep", the Pearl River Delta and the Yangtze River Delta.

Turnover: about one thousand per month, with a turnover rate of 53% (calculated in 6 months), and more than 10000 months to more than 20000 pieces of non violent sales.

Promotion costs: less than 10000 yuan a year, plans to invest 1 million in the second half of the year to promote budget.

Organization structure: Sales Department, logistics department, development department, quality department, merchandiser purchasing department, personnel department, etc.