Women'S Clothing For Children'S Clothing &Nbsp; Happy Children'S Clothing Product Watsons.

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Entrepreneur: Shen Jianming

Location: Beijing

Entrepreneurship time: June 2009

Entrepreneurial team: less than 20 people

Profitability: profit and loss balance achieved in June of this year

Last June, six months after leaving Ali, the former Alibaba Deputy

It's not fun for a person to start a business.

In fact, as early as leaving YAHOO, Shen Jianming had a dream of starting a business.

At the same time, she felt that a person was "not funny", and a group of people who had the same entrepreneurial ideals were busy together.

At the end of 2008, Shen Jianming bid farewell to Ali vocational college.

In the following half a year, she did not look for her new employer in accordance with her engagement with ALI.

It was during this time that she began to explore the business of her friends around the world in order to find an interest in entrepreneurship.

Finally, she found that "the new way of grafting the stable traditional industries into the Internet is that they did not go the fastest way at the beginning, but they went the farthest."

At that time, she began to think about e-commerce.

Moreover, with her mother's intuition and personal consumption, she thought that children's clothes must be a play.

In early June of last year, Shen Jianming met his future partner, a friend in the famous white collar dress design director.

"My friend is very funny, she told me that in the clothing design industry, children's clothing will be" despised "by the peers. It is necessary to know that a designer with a brand of children's clothing does not have more than 5 designers. She is a designer of women's clothing. If the children's clothing is pformed, does it seem very" technical "?

Shen Jianming said that after half a month, she received the call from the women's designer, who became an entrepreneurial partner with the goal of making fashionable children's clothes.

A few days later, in an office provided by a friend, Shen Jianming and his entrepreneurial partners formally set sail for their children's clothes.

Women's clothing makes children's clothing.

Shen Jianming has no shortage of competitors.

After analyzing the domestic competitors, she believes that the strength of the domestic children's wear brands lies in the channels, that is, mastering the outlet of the stores, and the weakness lies in the style.

A decent children's clothing brand has five or six very few full-time designers. Most of them do not pay attention to style. The success or failure depends on whether the channel is smooth or not.

She analyzed that although the design sense of foreign brands was very good, they were "acclimatized", for example, their children's clothing was modeled on Europe and America, and the size and color of clothing were not in line with the physical and complexion of Chinese children, and they would not be adjusted solely for the Chinese market.

Therefore, Shen Jianming made an interesting attempt for her joy and made children's clothing in women's clothing.

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Shen Jianming's own business partner has been the design director of the domestic front-line brand women's dress, so it doesn't seem to be difficult to have a sense of fashion for pleasure.

Despite this, joy is still a big price for recruiting recruits.

In its current entrepreneurial team of less than twenty people, there are six or seven full-time and part-time designers from three places in Beijing, Hong Kong and Shanghai. At the same time, the top international children's wear agency and editor in chief of fashion magazines are invited as consultants.

Children's clothes are generally not designed, but they are designed to operate children's clothing with the design sense of women's clothing.

Taking mother's dress as an example, usually there is almost no difference between the mother's dress and the child's dress except for the size. The mother's dress, which is fun for fun, will be a reference for the mother's age class, body development and even skin color, and appropriately increase the sense of design.

Making children's clothing fashionable is a difficult problem for Shen Jianming, a layman. However, she can act as an industry player and a picky buyer.

For example, the zipper of clothes is not a problem for adults, but the children's skin is delicate. So Shen Jianming zipped the cotton zippers with lots of fun and many clothes, so as not to scratch the children.

"The pony gallop and the pony cross the river."

The traditional clothing relied on the channel structure, and after a year of joy and fun, Shen Jianming also put this issue on the agenda.

In the year since its formal start in June last year, joy has mainly opened up the sales channel of Taobao platform.

In addition, Shen Jianming opened two physical stores in the high-end shopping malls in Beijing, and often received orders from Hongkong.

In June this year, joy and fun announced a break even.

"In the second half of this year, we want to start the channel control, in addition to online, we are also ready to expand our agents and outlets."

She laughs and says, the current state of joy is "pony gallop and pony cross the river". It also needs a period of growth. "Three years or so, I hope joy is not only a brand of children's clothing, but also a platform for selling children's products."

Similar to Watsons, she said, it has both its own brand and other brands.

Reporter eye

Aries's silly boldness

And Shen Jianming exchanges, heard the most in addition to her interpretation of her entrepreneurial dream, is her hearty laughter.

During the period of looking for entrepreneurship, even now, she admits that many headhunters find her out of the mountain, and she refuses.

Although it has been immersed in the Internet industry for many years, it is still very exciting and enjoyable to return to the traditional industry gradually.

"Do you believe in constellations? I am an Aries."

She said she hoped to make fun of such an interesting career through such a "silly boldness".