The Wealth Story Of Wu Fangfang, Founder Of Green Box Children's Wear

Wu Fangfang, a university educated designer, opened a design studio with her friends after graduation 02 years ago. She used to be a fashion woman, but she often had children's clothing brands looking for her own design draft. Wu Fangfang had just had a daughter when he bought clothes for his daughter. He found that the children's clothing brands in China did not form obvious style characteristics, and their styles were not as beautiful as those of foreign brands.

At the same time, Wu Fangfang also did some sideline work, opened a shop on eBay, specialized in selling two improved and processed foreign trade garments, and soon achieved hundreds of thousands of sales per month. This experience, on the one hand, let Wu Fangfang see some of his design works slightly ahead of the public aesthetic characteristics. After improvement, he has a more accurate grasp of the preference of domestic users online shopping; on the other hand, he has developed the idea of making his own brand because he saw the great potential of the clothing sales market.

In the 05 year, there was a big decline in sales on eBay, and Taobao was just beginning. The leading seller on the platform could achieve 600 thousand sales a month, but Wu Fangfang turned his attention to the bottom line. Children's wear The brand "modern gentleman" also successfully entered the shopping mall. Wu Fangfang's brand children's clothing is thriving without any background. Every year the exhibition has a high signing rate.

But the hidden problem is that the entrepreneurial team of designers is more emotional understanding of business, lack of rational thinking, and lack of experience in store management. Therefore, it is often restricted by franchisees, such as franchisees demanding higher turnover rates, and squeezing inventory at the end of the season, resulting in increased storage costs and lower gross margins.

Wu Fangfang recalled that in the 08 years of investment and exhibition, the signing of the brand was very good. Franchisees generally reflected that the goods were not enough to sell, and the order quantity was increased. Therefore, the factory also increased the stock production for 08 years. But in the 08 year, the market was hit by the global financial crisis, and Wu Fangfang's shop failed to escape the bad luck of declining sales. "To the autumn and winter mall sales fell by nearly 40%, which greatly affected the confidence of franchisees, and the two new direct store plans have also been stranded."

When the house leak is on the side of the night rain, the franchisees in the field take the opportunity to get a second year preferential policy, so as not to continue to win. Wu Fangfang began to explain one by one, and then he came up with his stubborn strength and his mind heated. He said, "let's cancel the contract, even if we are not sure about my goods."

Once the words were exported, Wu Fangfang knew that there was no turning back. He could only rely on himself. On the one hand, he needed to pay the earnest money for the previous season. On the one hand, he had to continue to raise funds to invest in the production of the new season. In addition to the accumulated money in the past few years, Wu Fangfang took out two sets of houses in Shanghai as collateral, and with her assistant for many years, in order to support her career, she also produced two sets of resettlement rooms with two rooms and one hall. "Two sets of real estate are used to repay debts, and the other two are put into production," Wu Fangfang said. In the case of only three outlets, sales fell from nearly 10 million to about 1000000 each month. In order to save costs, several people were pulled up, and a small workshop was opened to sell itself.

In order to digest inventory as soon as possible, Wu Fangfang thought again. Online retailers At this time, Taobao's influence gradually expanded.

　　 Wu Fang Fang I always feel that I have an electricity supplier complex, but this time it is embarrassed to start. Shops, background management is naturally familiar with the road, but first arrived at Taobao, has not really understood the user's sensitivity to style and price. So the first thing on line is to find a suitable price range. Before the Wu Fangfang family's brand children's clothing, the online shop price of the guest is as high as 600 yuan, and even more than 800 yuan in winter. But in Taobao children's clothing products, this price is totally uncompetitive, so someone suggested that Wu Fangfang should lower the price. "We are also trying to touch the crowd on the line. At the beginning, we sold the online price by 2, and later found it was still expensive, so we used the same series of different summer clothes to test the water." Wu Fangfang launched 99, 128, 158, 198 yuan rose dress series of four prices, resulting in 128 yuan of the two months sold more than 8000, including the British rose and sister series sold a total of more than 20 thousand skirts, found the online price band at the same time, the performance of Taobao Wu Fangfang store also rose rapidly.

The better news is that in August of 09, Taobao mall noticed Wu Fangfang's green box, making it a benchmark for children's clothing stores in the mall, and making Wu Fangfang's "modern lady" second Amoy brands. Therefore, it gave a series of supporting policies, such as advertising recommendation sites for three days on the front page of the mall.

In this way, the green box successfully imported traffic and attracted a large number of new users while doing well in product and user reputation.

For Wu Fangfang, although the sales figures did not increase significantly compared with the previous stores, they gave a great encouragement to themselves and the team. Wu Fangfang is facing tough choices as the number of online sales reaches its desired expectations. On the other hand, there are people who bid for millions of dollars to buy her brand, one side is the highest debt of 8 million yuan, plus the mortgaged property, her family is worried that this venture will be a bottomless pit, which needs endless investment, but it will not be rewarded.

Anyway, Wu Fangfang insisted on the Taobao store. In the future 2013, I believe she will go further and better.