Green Box Financing 120 Million Yuan Behind: From Design Room To Net Sales Champion

B2C how hot is e-commerce? Let's look at the "green box".

In September of this year, the sales champion of Taobao's children's wear won the first round of financing from the 20 million venture capital of Zhixin capital, breaking the record of zero financing for net children's clothing brand.

What made the children's clothing company with a sales income of 80 million in 2010 attracted DCM's investment? What kind of medicine was sold in the green box of Wu Fang Fang?

Wu Fangfang said he was a very stubborn person.

It is precisely because of this that she has embarked on the road of children's clothing business.

Wu Fangfang, 35 years old, was born in a military family, and her family had been hoping that she could continue to live in the barracks.

But it is such a "fake kid" who grew up playing toy guns and mud. But when he grew up, he fell in love with the design of children's clothes.

In 2002, she and several like-minded partners used spare time to create a children's wear design studio, providing part-time design outsourcing services for children's clothing manufacturers in China.

At that time, the mainstream children's clothing manufacturers in China would also focus their efforts on the channels. As for design, most of them would choose a low cost and stable style outsourcing team to complete.

"The original team is very simple, for four people, two designers, a planner, a sample worker.

Everyone has their own jobs, no one regards it as a matter of fact, but just like it. "

Wu Fangfang recalls.

On the other hand, the design orders for children's clothing with different styles are being carried out. On the other hand, Wu Fangfang seems to be still not satisfied. They bought some children's clothes and odd sheets from their foreign trade companies for two processing, and then sold them on the eBay online. The shop name was called "green box".

Perhaps because there is a professional design team behind the "green box" in the drive, at that time the mainstream children's wear brand has formed its own unique style. These children's clothes after two processing and improvement have been particularly popular on eBay.

This also triggered Wu Fangfang's confidence in creating his own brand.

Fight Taobao again, fight brand.

In 2006, along with the growing maturity of the design team and the market experience accumulated on eBay, Wu Fangfang decided to create the first private brand "MissdeMode" (modern lady), to find the domestic foundry in charge of the middle production process, and to grasp the two ends of the smiling curve, namely, design and sale.

However, when choosing the sales channel, the entrepreneur who started from the Internet has gone back to the traditional line -- joining the line, as if this is the right way, and the shop is just a drill.

Speaking of the French name of this foreign flavor, Wu Fangfang laughs, "MissdeMode" did not have a Chinese name at first, because the market only recognized the foreign brand, so it followed the name.

As for Miss morden, the netizens gave it after logging in to Taobao.

However, for Wu Fangfang, miss Taobao was not a pleasant memory.

At first, Miss morden developed rapidly online. In just two years, the franchisee has exceeded 100.

"According to the original plan, we should restart the network sales channel around April 2009, but actually it was six months ahead of schedule."

This half year is Wu Fangfang's most sad day.

Because of the economic crisis, franchisees have cancelled more than half of their orders. "About ten million of the goods in the warehouse are going to be destroyed."

In the face of desperation, in December 2008, Taobao mall began to attract investment. Wu Fangfang had to advance the plan of returning to the network ahead of schedule, and saw the presence in Taobao mall as a quick way to clean up inventory.

After entering Taobao mall, many people had advised Wu Fangfang to let her sell things cheaper. "Now the price is too high."

But she answered stubbornly, "let me try it for a year."

In her understanding, children's clothing is one of the most obvious market driven by domestic consumption.

Although the time is half a bit shorter than that of adult clothing, the intensity and scale of its outbreak may be far greater than that of the former.

On the other hand, Miss morden still keeps a considerable portion of the franchisee sales.

When Wu Fangfang heard that he wanted to sell the brand to the Internet, many franchisees came to protest, saying that such a practice would dilute their performance to a large extent.

Combined with two factors, Wu Fangfang finally decided that before the expiry of the franchisee's contract, Miss morden maintained the same price sale on Taobao as the entity channel.

First, minimize the impact on franchisees, and not only win the price, but also prevent the brand from being left behind in the process of rapid consumption upgrading.

It was in the first year of trial that the sales volume of Miss morden registered only 120 thousand yuan from the initial login date, and soared to 20 million sales in 2009.

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Vertical shopping mall of "multi brand + retail channel"

But in other words, compared with adult clothing, children's clothing industry is more specific because of its material and production processes, and its gross profit is lower.

So, what is the "green box" to be the object of wind investment pursuit?

In Wu Fangfang's view, although children's clothing has higher requirements for clothing, texture and design than adult clothing, after 80 parents who have good online shopping habits, once a brand is identified, it is easy to become a loyal supporter of the brand.

At the same time, due to the high repetition rate of children's clothing, the fast turnover rate can also make up for its low gross profit margin.

But Wu Fangfang understands that any brand determines the target consumer group while limiting its own market size.

So, when Miss morden quickly became one of the top brands of children's clothing on Taobao, in August 2009, she launched another brand, "love making", which is the main market for boys.

In October 2010, third brands of "Jeanne Belle" were launched.

When it comes to her ultimate idea, return to the "green box".

"Green box" was originally a large shopping mall with children's clothing of various styles on eBay. The brands that are now created will eventually return to the box and turn the "green box" into a mall that sells all kinds of styles of boys and girls.

120 million wind investment gold is in hand, Wu Fangfang in describing this idea appears particularly emboldened.

In the next step of Wu Fangfang's plan, the three brands of Miss morden, AI manufacturing and Jeanne Belle will continue to expand their network sales channels, and they will also begin their collective appearance in the new entity flagship store.

According to the rhythm of "pushing a brand new year", the fourth brands in the green box are also in the process of preparation.

Reporters learned that the green box style rather than age group as a separate brand of children's clothing operation mode, although not many children's clothing enterprises in the country, but there is no precedent in foreign countries.

Korean clothes and love group has been involved in children's wear since 1999. Up to now, its children's clothing brands include 16 children's wear brands. Among them, three brands of children's clothing, including ElandKids, PawinPaw and Cocorita, have been introduced into the Chinese market.

This has become an important symbol of the children's clothing market from the subsidiary to the mainstream.

Know more D

Korean children's clothing category

The first children's clothing brand E LAND KIDS was registered in the United States in 1999 to simulate the daily life scenes of the middle class children in the United States, and the campus life of Ivy League schools in the eastern part of the United States. The design style was covered by boys and girls aged 5 to 13 years old, and entered the Chinese market in 2003.

The PawinPaw of the clothing and love group is modeled on the relaxed, free and varied cubs. It is divided into four series: classical, traditional, campus and sports. It is the 2-11 year old boy and girl market, and entered the Chinese market in 2006.

Cocorita's positioning is relatively high-end, playing the romantic culture and lifestyle of France, the 3-10 year old boys and girls market, and entering the Chinese market in 2007.