Seven Grid: "Operation" Trend

Jiajia is an online shopping man.

Clothing (hereinafter referred to as the seven grid) occupies her online shopping list.

Allison is just one of the 130 thousand fans of the seven grid.

The store, founded in 2006, has officially made its brand since July 2009, and from 2009 sales to 30 million yuan in 2010 to 150 million yuan in 2010, it has achieved 500% growth and has become the fastest growing brand in Taobao online.

Seven Cao Qing, the founder of the grid, was born in 1982. Her entrepreneurial career is her own.

And planning results, her success is more representative of the future mode of network brand: strategy + brand + supply chain.

The seven grid has also become a typical brand in the red C2C.

Many of Taobao Online

In the initial business, designers set up shop through the Internet.

Make friends, get a sense of identity, more than business, but in the market driven by the success of the brand.

This track can be seen from the growth process of aka, rip and silk brands.

But Cao Qing is not.

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She was the first member of online shopping in China. When Taobao was not yet established, she started buying online.

Taobao store ID (account) was originally her own buyer ID.

In 2006, she began to shop on Taobao. At the very beginning, she spent 4000 yuan on the wholesale market to find a good match and sell it in the shop.

At this time, her official career was to make foreign trade in her father's cloth company.

In the past 4 years, she has been familiar with the management of the enterprise.

Therefore, at the very beginning, she has been planning her own entrepreneurial way according to the mature business logic.

Many brands on Taobao have been pformed from big sellers, that is, when they first opened stores and distributed, they began to register their brands when the stores became bigger.

But Cao Qing is different. Making a brand is her plan at the very beginning. Before she has registered the company, she has registered.

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However, from 2006 to 2009, Cao Qing did not really own his own brand.

She took advantage of her father's company's foreign trade opportunities to understand the international trend of clothing.

In Cao Qing's view, there are mainly two ways to develop Taobao: one is to do distribution, to find suppliers to supply, and to sell in stores; the other way is to make brand by oneself, to find factory OEM or to run factories on their own.

The former is the most common way of starting a business on Taobao, but it can not control the supply of goods, but it can only play a small role.

And brand is the most important way to move from Taobao shop to enterprise operation.

In July 2009,

The road began to be formally launched, and the company's operations were comprehensively planned, and the customer service department, design department, purchasing department, data analysis department, warehousing and logistics department were established.

Among them, the design becomes the seven grid.

On the Internet, a magic weapon for the clothing brand to catch the eyeball is a distinctive brand personality, for example, the style of aka is the palace retro style, which conveys the gentle beauty.

Seven, gripping the eyeball is the impact of the tidal current.

...

Seven grid applications are the most popular elements of the season.

Jia Jia describes seven styles of clothes, using only one word: tide!

But the brand image of this word is not easy to communicate to users through the plane.

Cao Qing husband He Senjie is one.

Led by him, he set up a professional designer team and collocation division team, and set up a very professional studio. He spent a lot of money to recruit DODO, a sub regional champion of a new silk road model competition.

In Cao Qing's words, DODO is not the most beautiful, but her temperament and style are completely natural through make-up and collocation and seven grid brand. The fashion and sunshine feel can be remembered at once.

In an interview with Jia Jia, the reporter found that she mentioned more about the seven grid rather than the seven shop brand.

In the concept of Jia Jia, the seven grid shop is a gathering place of Chaozhou people.

As for what brand, she did not pay much attention to it.

In fact, there are more than seven brands on the Internet.

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In Cao Qing's brand philosophy, the seven grid brand is different from its brand. Seven, grid is the concept of gathering the trend of big brands. It is the gathering place of the tide people and the weathervane of the fashion trend of the network.

and

It focuses on clothing itself and has different brand positioning.

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The two brands are not very different in style, but the multi brand strategy has a good application in the channel development.

In Taobao mall, othermix is unveiled in the form of a flagship flagship store.

Cao Qing introduced that on the Taobao website, seven grid also developed some agents, which appeared in other shops, that is, othermix or IAIZO brand.

The multi brand strategy has more room to play in multi-channel development for the seven grid.

Under the background of the rapid development of e-commerce, many electronic business platforms are taking an open route, which gives the network brand more room for development. Whether it is brand or shop, traffic and conversion rate are lifeline.

In Cao Qing's words, "where there is high quality traffic, where will our brand appear?"

From the perspective of absorbing more quality flow and creating more conversion rate, multi brand strategy under multi-channel background is an effective means.

Seven grid can be launched according to the characteristics of different platforms, targeted to launch its own brand, it can also appear on the same platform with different brand stores.

Reporter observed VIEW

The development of Internet brand often goes through a boom period of business.

The rapid growth of business and the short board of management will form fierce contradictions and burst out at some node.

For Amoy brands, the supply chain system is the key link of this process.

Seven the crisis that Georgia once encountered is also the crisis of supply chain.

The operation mode is a typical "light company" mode, which controls the design and sales, and the manufacturing link is completed by the foundries.

In the background of rapid growth of business volume, due to the lack of running in between factories and brands, the quality of products from July 2009 to September was out of order, resulting in nearly 400 bad reviews in seven months in two months.

In general, the initial delivery of Taobao shops is done manually.

People engaged in e-commerce industry have such experience, artificial delivery, if there are hundreds of bills per day can also cope with; if there are thousands of bills per day, it will be faced with tremendous pressure; if tens of thousands per day, it is a disaster.

Operating on Taobao has a special feature, and the instant traffic and pactions brought to shops are usually higher than expected.

In December 2009, in one of the 100 30 percent off activities, the seven day sales exceeded 10 thousand.

Because of the artificial delivery, the team of 80 worked day and night, and it took 7 days to deliver the goods.

But it is also because of manual operation, the error rate is very high, the slow delivery and the error rate have brought in 300 difference.

These two things shocked Cao Qing deeply.

For her, every user experience is the cornerstone of a successful brand, which involves not only the design and quality of products, but also the consumption experience.

She made great efforts to restructure the supply chain, first tailored a IT system, and orders and shipments were managed by IT system.

10 thousand single package, through system management, will be sent out in two days, and the error rate will be greatly reduced.

This integrated front and back IT system is also the core competitiveness of large e-commerce platforms such as Amazon and Jingdong mall.

Another way to integrate supply chain is to choose foundries.

Cao Qing's choice of foundries is not necessarily the largest, but the quality concept is the same, but we must occupy at least 30% of the other party's production capacity, so as to ensure the quality of our products and the time of shipment.

Another advantage of reforming supply chain is that data mining department is linked with design and production through the system.

The responsibility of the data mining department is to analyze the sales data everyday, such as the selling rate, the possibility of the order, the buyer's opinion, etc.

These analysis results can in turn guide design and production.

In the process of running in with factories, factories have gradually established a suitable response mechanism for seven grids.

For example, the factory can currently publish 3~5 days, the first 10 days, 7 days.

The turnover rate is over 70%, and the inventory rate is below 3%.