Xu Xiaohui: Clothing B2C Micro Innovation &Nbsp; Want To Raise $7 Million.

In recent years, the online shopping market is developing strongly, along with the concept of "mass".

Last November, after more than a month of deliberation, Xu Xiaohui, the former vice president of VIC, resolutely left all customers, established DAGO technology company, and launched the clothing website early in December 8th.

With a literary tone of the first engraved net to become a new force of this year's B2C clothing website.

Xu Xiaohui said that the first inscribed network emphasizes "slow fashion" concept, taste and style are its soul, and in the future it will become China's "no print".

B2C garment industry is a lot of vacancies.

The author: in the past two years, clothing websites have sprung up, and the initial inscribed net has arrived at the B2C clothing network industry. Do you think that entering the market is still a good time?

Xu Xiaohui: now there are many similar fashion websites. I don't think the market has reached saturation state, but there are still many gaps in the market.

For example, there is no B2C brand in children's wear market.

There are also special types of people, such as big size clothes. There are many opportunities for mother and baby. Besides red children and happy friends, there are no outstanding ones. For example, office supplies, there is no better brand in China.

Foreign websites will be subdivided and produce famous brands.

Recently, I found that in the pharmaceutical industry, there are some websites selling drugs, such as pharmacy network, which sell non prescription drugs. Although the threshold of pharmaceutical industry is relatively high, as long as they are formal, they can get the qualification.

There are not only specialized products but also many opportunities for brands.

For example, the extension of travel products is very large. Besides outdoor travel products, it can also include travel related books, collectibles and so on.

As a matter of fact, it is very important that all businesses and B2C clothing networks are still trying to seize market and card position.

As for our brand positioning is "slow life", as far as I know, no one currently focuses on this concept, and all customers want is "fast fashion".

I think what we need to do in the future is China's Muji.

The author: how to locate the target consumers in the initial inscribed network? What is the current purchase rate?

Xu Xiaohui: for the consumption crowd, there has not been much subdivision, mainly because people who like our style will come to buy it, maybe the university student, maybe the white-collar of the office worker.

On the current sales situation, students and white-collar ratio is almost the same, white-collar workers may be more.

The website has a high click rate, and about one or twenty thousand people visit each day.

From the paction situation, it may be less than one hundred per day, the volume is not too large, but after all, is the initial stage, I am still quite satisfied with this.

Brand building depends on "micro innovation".

The author: in fact, the phenomenon of homogeneity of clothing websites is also prominent, such as the operation mode and the type of goods. What are the advantages of the initial engraving network?

Xu Xiaohui: first of all, the difference between brand positioning. Now we all emphasize "fast fashion", and we emphasize "slow life".

In addition, many fashion websites tend to operate commercially, such as various discount promotions and more information. Compared to that, we are more like a media. We convey something of spiritual connotation in the commodity, and there are more non-commercial information.

In fact, we do not lower the price route, basically belong to the middle consumption.

Our overall position is to emphasize simplicity, which may be aimed at the middle end consumer market.

The main trend is to create brand of consumer goods.

In the future, we will launch some home products, home textiles, some canvas bags, and so on. Now we are also working with the "quick book package".

In fact, all kinds of clothing websites themselves will form their own consumption groups.

Recently, I saw a website that is "free from customers" because it believes that people who buy customers do not come here to consume, which is the distinction between people.

Just like buying LV and Hermes, if a person who buys Hermes to buy a customer, the consumption of a few hundred dollars may be a matter of no consideration for their spending power, so they will not be interested.

In my opinion, the crowd of different brands is different, so we can not do all the customers. If so, there is no market for Hermes.

The author: maybe the price is too high or the concept is new, and not every consumer can accept it, so it will be faced with the "niche" of the consumer group. What do you think of this?

Xu Xiaohui: this does not affect the expansion of scale and brand. If you want to be a mass market blindly, you can do adult things.

It depends on how you think about it and how to measure the value of doing it.

In fact, customers are also small. Why do we say so? It can be compared with one data. Last year, China's clothing revenue was four trillion, and all customers last year made two billion.

However, any brand mass and niche are only relative concepts, especially a start-up company, which is not the key.

All customers made about one million in the first year. At the beginning of its establishment in 2007, it only made shirts and men's business shirts. Now you think it is the public, because it has accumulated for four years. It has eight thousand people and two hundred million dollars. In the four years, it has gradually expanded various products.

Therefore, the birth of any new brand is small. MUJI also made about one hundred billion yen in 99 years.

Customers belong to low prices, we are still making brands.

In my view, competition at the price level needs a lot of money to support. The customer has 200 million dollars to support it, so it can achieve low price, and price war is not what ordinary companies can do. If a company of millions of us is fighting for price war, then it will die.

The author: on the current observation, the initial inscribed network has not yet done large-scale advertising promotion, then how to attract consumers in the early stage?

Xu Xiaohui: actually, making influence depends on advertising, but we haven't started it yet.

What we are going to do now is to buy clothes to send books or books, and to emphasize the style of packaging, to influence consumers through a spiritual pmission. Later we will do so.

For example, the tag of clothes will be made into bookmarks. There are five versions of the bookmarks, which are designed from their own designers.

There are also postcards with three editions.

We have also included many design elements in the packed boxes.

If you look at a dress, only pay attention to its fabric and craft, then go to the zoo to buy, of course, you can go to Taobao, but we use the style to attract them, such as bookmark tag, special mouse pad, postcard, nostalgic feeling, this needs to be creative, brand feeling is comprehensive.

A good brand is to maintain the stability of quality and price, but depends on details.

Now there is a concept called "micro innovation", which I think is very accurate.

In this era, you can not do a disruptive thing, that is what Apple can do, we can only be details, from a very small place to let customers see that we are doing this thing very carefully, these accumulation will make customers feel good about your brand.

In fact, from the perspective of commodities, clothing itself is a relatively simple thing, and selling well is always the most basic style.

Next we will also make some cloth shoes, and "slow life" related commodities, business shoes, we will not do, women's shoes do not do high heels, and these have nothing to do with leisure.

In a fast-paced and busy city, we advocate "slow life".

The author: in the face of the comprehensive B2C website has set foot in the field of clothing, such as the recent pmission of Dangdang and dream bazaar, facing the competition of this kind of network, how do you think to deal with it?

Xu Xiaohui: in fact, the competition between clothing brands is not high. At the same time, no big websites are involved in the field of clothing, and we are also facing competition with other websites.

For instance, there are competitions in theory, such as advertising, etc. but in fact, there is no competition because there are differences between brands. For consumers, they may choose products of different styles, and consumers' preferences are not unique, as long as we are one of the choices of our customers.

{page_break}

Brewing the first round of financing

The author: what will be the future profit model of the initial inscribed network? When will the investment be formally introduced? What is the scale of the financing and what will the fund be used for?

Xu Xiaohui: at present, B2C is all the same. In the initial stage, we do not consider profits, enclosure, large-scale, no scale, even now profits are easy to be taken away by others.

"Slow life" may not be done by you alone. At the moment, it is still emphasized that the scale should be done. This is also the requirement of investors after entering.

Before getting angel investment, investment funds or products, the first year the new company is cash pick up, the 90% is to get paid when the goods are paid to others, the factory basically in Guangzhou, get the design draft or sample clothes to mass production, the average amount of 100-200 pieces, the investment may have more resources to advertise, the initial purchase products in the warehouse, the warehouse in the East five ring.

As for the introduction of the first round of investment, there is still a lot of discussions with investors. We have not identified the investors for the time being. We hope to raise 600-700 US dollars, and at the same time, our share ratio will sell 20%-30% shares. The funds will be used in the products. Most of the products are technology, warehousing and infrastructure.

The future e-commerce market will be very large and there will be many opportunities for the apparel industry.