Clothing Female Boss Fought Online Shopping: Annual Income Of 30 Million &Nbsp; &Nbsp; 10% To Taobao.

In December 20th, as e-commerce gradually entered the lives of ordinary netizens, traditional brands began to touch the net.

It is reported that Liu Jianguang created the online clothing brand men's clothing Zero men since less than half a year after the on-line sales, the monthly sales exceeded one million, and the sales volume is expected to reach about 30000000 in 2010, and the Taobao mall as a platform is making a lot of money. Only a zero male family contributes 3 million revenue a year to Taobao mall.

Offline profit margins are smaller, forcing the steering line.

It is understood that in the field of online clothing brand, Liu Jianguang can be regarded as a "big sister" character.

Although the Internet business is now booming, two years ago, Liu Jianguang was puzzled about how to choose between online and offline.

At that time, Liu Jianguang was the general manager of a local women's wear brand in Xiamen, and the annual sales volume of the company was one hundred million.

However, with the annual increase in the rent and channel costs of the shop, the selling price of the product has been difficult to upgrade. The profit margins of the traditional women's wear brands are getting narrower. Online shopping is on the rise. After many ponder, Liu Jianguang started the first "TouchNet" and resigned at the end of 2008, and launched the online brand "zero man" in March 2009.

Liu Jianguang said: "for online shopping, many people have seen the process that they can not understand and accept gradually.

I just saw this emerging market sooner than later, and resolutely resolved from the original brand to the development of the network platform.

In fact, the process of touching the net at first is not smooth.

The Taobao mall, which has just been established, is not stable yet. After two months of trial, its monthly sales volume is only 5 yuan.

Liu Jianguang said frankly that through the operation of those two months and the contacts with the network people, he has refreshed his understanding of the Internet market. The Internet market should be concerned anyway, and the potential is unlimited.

After some exploration, Liu Jianguang founded the online clothing brand, which is different from offline. This time Liu Jianguang chose the fashion men's clothing market.

In her view, the women's clothing market has been saturated, but there are still many room for expansion in men's wear market.

"We can put some experience in women's clothing, including clothing, and men's clothing."

Traditional enterprises need to dare to break through

There are no doubt that traditional enterprises will encounter many problems in the field of online shopping.

Liu Jianguang told Tencent science and technology that B2C network sales is a brand new industry with many operational techniques.

Traditional industry bosses are not very familiar with the operation of computers, so it is difficult to understand the most fundamental things of network sales.

"I was ashamed of myself when I first started doing it. It's not very good. We are the small teams of three people who are doing some groping, and gradually recruiting employees who we think fit, and then exploring the mode of training employees."

After more than 1 years of development, zero number male has 57 employees, but Liu Jianguang believes there are still many deficiencies in operation.

"Online and offline play is totally different."

Liu Jianguang said, according to her experience of running the offline brand, to set up a clothing brand, the traditional mode will set up the brand positioning and so on according to the size of the fund, then step forward, and work "easy to quantify".

"But on the Internet, although we set a target audience of 18-28 year old boys, when I enter, I really don't know which talents are real customer groups."

Liu Jianguang pointed out that the biggest difference between Internet sales and traditional enterprises is that the pace is very fast. It is impossible to say that they want to do it clearly in any matter.

"At the moment, we did it first, and then looked at what was wrong."

Contribute 3 million to Taobao in one year

At present, zero number male is selling on Taobao, but also sells on other e-commerce platforms such as Mcglaughlin, Amazon, V+ and so on. Zero number man himself is building an independent official website.

Liu Jianguang denied that "out of the Tao" said that no man will try different sales platforms, but Taobao is still the main battleground. The official website is mainly used to display some core items of its brand, including brand culture propaganda.

According to the disclosure, the sales volume of the zero man will exceed 30 million this year, Liu Jianguang said. If the team and supply chain can be integrated better, and at the same time enough funds can be promoted, the scale will be one hundred million or two hundred million next year.

No matter the number of men has grown rapidly and has grown rapidly to become one of Taobao's five biggest brands, undoubtedly, it has something to do with Taobao's advertising. This year, zero number male advertising to Taobao is as high as 3 million. In 2011, advertising on Taobao will be no less than 3 million.

In fact, the zero number male is only a microcosm of Taobao's pformation B2C, including a number of enterprises including wheat bags and so on, which have already entered Taobao mall and have made a great contribution to Taobao.

The latest information shows that the development of advertising business such as Taobao bidding, interactive marketing and other advertising revenue has increased significantly, exceeding Sina and Google, ranking second in China's Internet advertising market.

The following is an interview with Liu Jianguang, general manager of "zero man".

Tencent Technology: Hello, Tencent netizens. Today we are delighted to interview one of Taobao's five brands, "zero man". We know that the brand was only established in 2009.

After Taobao opened the mall, it soon became the five largest brand in Taobao. Now we have interviewed Ms. Liu Jianguang, the general manager of "zero man".

First of all, please ask her to introduce herself briefly.

Liu Jianguang: Hello, everyone. I am the general manager of "zero man". Our company is under the beautiful deer island.

Our brand is "zero male" men's brand.

Tencent science and technology: we know that you did some online business for a while before entering the Internet after 2009.

And in a very short time, it has become one of the five brands in the Amoy brand. How did you do that?

Liu Jianguang: there is a process in network sales, from now on, everyone can see.

At the beginning, many people could not see and despise until now they could not understand the process.

In fact, I entered the Taobao mall not very early, but I saw this emerging market just later. So I resolutely and decisively moved from the original brand to the network platform to carry out my own career development.

Tencent science and technology: Why are there so many brands that you can stand out from the crowd?

Liu Jianguang: first of all, I have a team. When they enter this industry, everyone is very willing to create a men's clothing brand on the Internet. China's own men's clothing brand, especially the young people's brand, brings us more wonderful and happy music.

From the beginning of our founding, we seldom thought of how much money I would earn, or what we wanted to do, but we all tried our best to maintain the group of customers we wanted to serve.

At the same time, in product design, in terms of corporate culture, product settings and services, we will be based on the characteristics of network sales, for example, in the corporate culture, we will set closer to our own community, so that he can accept.

It should be said that more and more people are entering the network. Especially in the early stage, they have more innovative ideas and personality.

Therefore, in our corporate culture, we will create wonderful life, fashion and zero distance, which are our core.

We will combine the popular consultation on many clothes with the needs of our customers, and then produce personalized products.

Tencent science and technology: you have just said this, but what you did before the line was women's wear. Why did you make men's clothing on the line? Many people sell women's clothing on Taobao. Why is there such a difference?

Liu Jianguang: at that time, we thought that women's clothing was saturated, but as men's clothing,

Because we started to discuss this in 2008, we always think that Chinese boys wear clothes more conservatively and have much room for expansion.

So we can put some experience in the original dress, including the understanding of clothing, on men's clothing.

Tencent Technology: in fact, you are slowly entering the network industry from a traditional industry. Do you think the traditional industry is pforming B2C? What is the difference between the Internet industry and the Internet company doing B2C?

Liu Jianguang: the traditional industry is involved in B2C. First of all, the most important point is the breakthrough of thinking pattern, which is the biggest challenge for traditional enterprises.

Because traditional enterprises have been accustomed to the original operation mode and management mode, he will have some ideas in some MI, BI and VI, and then follow these ideas, and have a complete set of perfect management.

But as a network sale, it has a very big limitation to traditional enterprises.

One is the breakthrough of thinking pattern. It must dare to break through.

The second is the speed of the rhythm. The biggest difference between online sales and traditional enterprises is that its tempo is very fast. It can not be said to be clear on anything.

Now we do it first and look back at what is wrong.

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Tencent science and technology: if traditional enterprises enter B2C, they will encounter many difficulties.

Take your company as an example, what is the biggest difficulty in your B2C entry?

Liu Jianguang: actually, the biggest difficulty in entering B2C is that I still think that talent is scarce. B2C network sales is a brand new industry. It needs a lot of operation techniques.

Especially the boss of many traditional industries is not very familiar with the operation of computers, so it is difficult for him to understand some of the most fundamental things about network sales.

Like Internet sales, it can be achieved for some time. We have been saying that when it achieves a certain scale, it is a lot of management under the regression line, and it is the same at many levels.

But the biggest difference is that it faces face-to-face communication directly with customers through the network platform, and its impact on customers' good and bad is instantaneous.

Tencent Technology: I want to know that when Taobao mall just started, you have already entered.

Your team building and management at this time, including B2C, are you doing it yourself or looking for a team from outside?

Liu Jianguang: when I first started, I was ashamed, not very good. We just started the team of three people.

As we fumble together, we gradually recruit some employees who we think are suitable, and then explore the mode of training employees.

Now we have 57 employees in over a year.

Especially in the operation section, we have conducted a relatively perfect training this year, and we have done a lot of work together. There are still a lot of deficiencies.

But I think in the Internet, it does not wait or want to do it clearly, it can only do and advance.

Tencent Technology: can you talk specifically about how you operate every day? Can you briefly describe the process of your exploration?

Liu Jianguang: in the process of development, what may be done at each stage is different from what is done every day.

When we were very few at the time, he had to do some other work together, for example, docking with Taobao mall, including pictures, some product descriptions and so on.

At that time there was a relatively familiar Internet, he became the core of this business, more important able people.

Now, with the continuous introduction of personnel, we have refined every task to everyone according to the characteristics of different personnel.

And every job has one person, and now it has developed into many individuals, that is to say, the core strength has grown into the leader of this department.

So this kind of person, the whole process is very fast, very fast, all the work will be done on the side, while familiar, groping and forming.

I can say that when I entered, I was totally unmanaged, doing it voluntarily, relying on everyone's passion and relying on everyone.

So far, we have started setting up all the management and all rules and regulations according to the system setting process.

Tencent Technology: Here I want to ask, like your brand, entering Taobao mall soon came out because it paid advertising fees or related promotion.

Liu Jianguang: we didn't pay for advertising in the early days. There are several factors.

At that time, Taobao mall attached great importance to Taobao's brand. It would give us a lot of guidance and give us some opportunities.

Second, maybe we will have some core things. As long as we stick to our core things, we mainly use product mix as our core.

Every season we will decompose according to popular consultation and turn it into a specific product according to the needs of customers.

From the beginning of our product mix, like last year's first summer launch of our summer products, we launched a season of "LOHAS" products.

At that time, we felt very much at Taobao. Later we pushed the "embarrassing series", and we made the "embarrassing series" on the Internet, including the "lattice single road" in autumn.

It turned out that men's clothes were rather dull. They were all monochromatic. We later made many double faced jackets, one of which was lattices.

Including lattice shirts, we will seriate them.

Especially in spring this year, the cultural hot spot in the society was the hit of Afanda, including the TV drama "the Pacific War".

Based on this cultural hot spot, we launched a series of products in the spring and summer, which are "war" series. They are mainly based on aircraft and tanks. They were "Vietnam 30th anniversary" and "Iraq war for ten years". According to the cultural hot spots, a series of wars was launched. This product was promoted very well.

Our core is mainly based on the combination of products and cultural hotspots to spread on the Internet.

Tencent science and technology: is there no market promotion?

Liu Jianguang: marketing is available.

This year we have it.

Tencent Technology: for example, how much money has been invested from the beginning of this year to the beginning of this year?

Liu Jianguang: we voted 3 million.

Tencent Technology: how far is the sales of clothing so far in 2010?

Liu Jianguang: we expect that the total sales of clothing this year will be about 30000000, less than 40 million.

Tencent Technology: I know a little bit like you built your own website this year, what is the division of labor with the online shop above Taobao mall?

Liu Jianguang: our own website is only used as distribution. Our website is in touch with some companies, and is going to carry out further regulation. Next year we will focus on this.

Tencent science and technology: can I understand that your behavior is out of the Tao?

Liu Jianguang: These are two concepts.

The official website is when you have certain brand influence, you must have your own website, display some core items of your brand, including the propaganda of brand culture.

But for us, Taobao is our main battleground.

Tencent Technology: has it taken into account in other platforms, such as patting, Dangdang or Jingdong stores to open shop?

Liu Jianguang: This is the trend of the times. First of all, we have already sold on top of Mcglaughlin this year, including trying to sell in V+.

Like Amazon and patting these, we all have signed agreements.

But the pat is working.

Tencent Technology: how much will the whole revenue scale be expected next year?

Liu Jianguang: it depends on how we spread out on other platforms. In fact, we need money to push this time.

If our team can build better, supply chain can integrate well, and have enough funds to push, I think there is no problem doing more than 100000000 or two hundred million.

Tencent Technology: what are your next plans?

Liu Jianguang: This is also what we are doing at this stage. Now we should go back to reflect on what we should do in every piece. Therefore, we should start with the formation of the team and some restructuring of the whole mechanism. All employees must have a sense of participation.

That is to say, when we do this, we must first make the whole company have a very clear concept.

First of all, we must create the value of a society. Secondly, we must consider the value of employees in the company, and finally consider the value of shareholders.

The first is to integrate this piece and establish the vision and mission of corporate culture.

Actually we are all doing it, but we will improve it now, including the perfection of mechanism.

Second, we are now working with software developers to develop their own software. The first step is already on line.

The system is very important to ensure the Internet. Under this premise, our integration of supply chain is the main thing we do this year.

If your supply chain integration is bad, your sales will be affected.

In fact, we have had a big impact this year, otherwise the performance will be better than this.