Taobao Children's Wear Sales Champion Reintegration 100 Million Was Established Only 2Nd Anniversary

Established for only two years. Amoy brand green box Remelt one hundred million yuan

　　
Wu Fangfang, 35, was founded by her. Green Box Technology Co., Ltd. (hereinafter referred to as "green box") has just completed the second round of financing, 100 million yuan. This amount is by far the largest financing on Taobao platform, which is only 3 months after she completed the first round of 20 million yuan financing.

　　
    Green box Quite young, since December 2008, the sale of children's clothing on Taobao has been accurately counted for 25 months. In December 2008, the first month of online sales, it sold 120 thousand yuan in a single month and 10 million 500 thousand yuan in November 11, 2010.

　　
"In 2009, our sales volume was less than 20 million yuan, and sales volume is about 80 million yuan this year." Wu Fangfang told the first Financial Daily yesterday.

　　
This family Children's wear company The acceleration is due to e-commerce.

　　
From offline to online

　　
In early 2008, it was time for Wu Fangfang to give over 100 dealers.

　　
The financial crisis has affected her. Children's wear Business, when she created her own modern girl wear, there were more than 100 dealers in the country.

　　
"Do we really have to recover all the channels? Have we been in vain with you for years? " follow Wu Fang Fang For many years, Liang Jie asked Wu Fangfang.

　　
"Yes, there is no way to do it." Wu Fangfang told them the final answer.

　　
Next, dealers became angry and quarrel.

　　
But it was from this starting point that Wu Fangfang started a career that she had never thought of.

　　
    Designer Wu Fangfang, who came from her own brand, insisted on selling products designed by her own team, which may not be rare in the industry. What is rare is that after a series of entanglements, she completely gave up the original cable channels and sold the products online.

　　
"When the product is not selling well, the dealer will complain to me that the product itself is having problems, and I can not accept these criticisms. I want to sell them to them." Wu Fang Fang At that time, it was a sigh of relief.

　　
After preparing for a while, Wu Fangfang started selling in Taobao on December 2008. Brand modern girl, children's wear And later extended to Men's wear Sub brands.

　　
Crazy "double 11"

　　
Sales may have broken through the previous plan, which may not surprise Wu Fangfang. But sales in November 11, 2010 were over 10 million yuan, or Wu Fangfang was somewhat stunned.

　　
In October 2010, Wu Fangfang prepared for 20 million yuan, ready to sell for three months, they were able to complete the previous set of the annual sales target of 60 million yuan is very confident.

　　
At this time, Taobao staff called Wu Fangfang and asked if he would take part in Taobao's 50 percent off promotional campaign on November 11th. Wu Fangfang agreed without thinking about it.

　　
"And they are all 50 percent off.

　　
Of course, with the price of online shop hitting 50 percent off again, there is almost no profit. "We only need capital preservation." Wu Fangfang said frankly.

　　
The reward for her is the sales volume she never thought of, 10 million 500 thousand yuan.

　　
After the surprise, the sequelae follow.

　　
First of all, logistics can not keep up. The company's logistics design is that the company can deliver 6000~8000 per day. The huge sales of "double 11" certainly exceeded the carrying capacity and sold 3 months' stock. So the whole company went to the warehouse to deliver the goods. "Dreaming is shipping" is an interesting summary of Wu Fangfang's experience.

　　
Next is oversold.

　　
So the next time, the company needs to contact the customers one by one to ask whether they are willing to exchange, but some customers do not want to. Some customers know that the company has factories and can catch up with single production, so the company reproduces the goods, so the order of "double 11" is not until the end of December last year.

　　
The secret of Online

　　
At the same time, he has done traditional channels and online channels, and Wu Fangfang has his own experience in the online business of children's wear.

　　
On the price, the simple principle of green box is half of the line. "Basically, the same quality and design sense of products, we only sell half of the line price." Wu Fangfang said.

　　
"Will this not affect profits?" Reporters have doubts about this.

　　
"Our price is half of the line, but the profit is basically the same as that under the line. Most of the gross profit under the offline channel is taken away by the shopping mall and other channels. The usual shopping mall entry fee is about 30%. Now there are many activities such as holiday celebrates in the shopping Mall channels, which directly affect the brand's profit." Wu Fangfang said.

　　
The return rate is just as important as online and offline channels, but the online return rate is easier to be counted. Fang Fang said: "we look at the return rate very much. At present, our figure is 30% in three months and 60% in half a year."

　　
The index related to return rate is satisfaction. Wu Fangfang deeply understands that if the satisfaction level is above 80%, users will be able to communicate with each other. If they are below 70%, they will slander you. If they are between them, users will remain silent.

　　
In terms of product selection, there is a big difference between online and offline. The concentration of online consumption is higher than that of offline. Online sales of 20% products bring 80% of sales, while the average of online sales is relatively average.

　　
The choice of online platform is currently available. Green box 80% of sales came from Taobao, and the rest came from Mai net, fan and other platforms. "When capital comes in, it will make the official website of the company, but will not publicize the official website vigorously. The official website will also have sales targets after 2012."

　　
The development of offline channels is also under consideration by Wu Fangfang, but it is not the focus. The future will be dominated by experience stores. After all, the price of online sales can not be done online.