Spruce Capital: How To Run 30 Children'S Shoes At The Same Time

Recently, spruce, founder of spruce capital, said at its ninth annual China online retail annual conference that its children's shoes brands include 30, including Nike, Snoopy and so on.

Children's shoes category keeps growing at about 40% a year, and sports shoes and boots account for a larger proportion in the whole category, and two subdivision accounts for 50% of the footwear market.

Spruce pointed out that most of its business is international brand, and the style of the difference and layout, online brands are subdivided into animation, leisure, cloud and other styles.

The following is the record of the speech:

Moderator: next is the founder of spruce capital, spruce, which is a very long veteran in the electricity supplier. Now it is doing a lot of international brands, and then like Disney, Snoopy, is a lot of children's shoes.

Last year, Ma put forward the concept of "small and beautiful", but in fact, there were many such businesses on Tmall.

Let's take a look at children's shoes. Let's play with the spruce and share with us. Thank you.

Spruce: Hello, everyone. I would like to introduce myself. My name is spruce, and the electricity supplier has many years of experience.

I started my own business in the early days. Now it is about 1.4 billion. Actually, what we do is different from that of TB. We also manage the planning of the company system and supply chain management.

Recently, I am also doing luxury goods, and I have a certain understanding of the format.

The invitation of billions of countries is mainly to look at some trends next year or the following year.

There are about 30 brands of children's shoes, from Nike to Snoopy, etc. today, through the children's shoes, what is the status of the electricity supplier, whether it is the red sea or the blue sea? First, we talk about the data of the whole growth of children's shoes, and have independent resources, which are very well matched.

Confirms the high growth state, and clothing is very different.

From July, August, September, October, and year-on-year growth curve, we can see that annual growth is maintained at around 40%.

This is the proportion below each category. From the inside perspective, the proportion of sports shoes and boots is relatively large, and the two brands add up to more than 50%. Now there is another increase that is the concept of baby shoes, which is very hot in China. It also reveals from the data that it can be landed for some time.

This is the cross direction of the entire passenger group, including the search ratio, the buyer level and so on. From the perspective of children's shoes, the consumption is in the middle proportion, and then the whole consumer group is on the low side in the first two years, and now all of them reach a high level, that is, this proportion is close to 70% to 80%, which is compatible with ALI.

Below is to talk about the upgrading of children's shoes category is independent, the growth is very large.

Second Tmall search adjustments, I remember when I did four computer searches in different regions in August, and the top ten were all brands.

The second is the end of the low price explosion. Many of them have good brands. They even exist in 13 years, from 99 to 69 to 39.

The era of low price explosion is not the end of the era of explosion, there are differences.

Then baby shoes are generally 29 to 49 yuan, 2013 sold in early 139 yuan, the day passed thirteen thousand pairs, this is functional shoes, is also a breakthrough point.

So much, so we all know.

Let's talk about business strategy. Most of us are international brands. We have insider layout. First, let's talk about brand names. Basically, international brands are on our hands, like Disney, including Japan's first children's shoes, all over Nike.

We made subdivision on the brand line, animation, leisure and sports.

Second, when we are in operation, this is different from tradition. We have established brand operation center, data marketing center, warehousing logistics center, supply chain management center, how to establish supply chain.

Traditional supply chain mode, brand business, then product, then to consumers, this is a cycle, but the disadvantage is anti single weakness, not suitable for rhythm.

After our improvement, there is a multi-dimensional interaction. We have a diagram, which is the framework of our e-commerce product planning. The first is Juhuasuan.

The second main push, and the relationship between sales, and brand image, mainly for the purpose of these products.

We still have the paction price, that is, what kind of price should be sold online and offline, for example, when the price of Juhuasuan is 99, the whole online market will start from 2013, as long as the domestic ones will not exceed us, and another 199299 will have the layout.

Another is sandals 79, from spring to summer, no more than 79, this is the price strategy.

This is the first step.

For such products, there is no way to find them in traditional enterprises, so there is a specialized planting mode to control gross profit and control our products.

It also requires the product to come out quickly, and then reverse the single cycle between 21 days and 28 days.

Because a product loses 30 days shipment, such matching finally can not meet the electricity supplier requirements.

Therefore, we should make product planning in advance so as to improve the factory's quality.

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We probably have about 100 thousand people in the supply chain, so we plan ahead.

The second point is to control the output price of the terminal, that is, after the price is locked, we place the order. We set the price at the beginning of the product. The product developer matches the material, then the raw material is common. We take this strategy. As long as there is a burst, there will be no problem and a great reduction in our purchase cost.

Because basically they are Brand Company, which is different from the tax. To share this thing with you is to hope to understand us better from the perspective of good brands. Actually, my idea is no longer new.

Third to share 13 to 14 years.

Changes, low price good brands have fallen, before running one hundred thousand pairs, this year has been unable to run, this is a trend, can not be changed.

Do not know how you manage, men's clothing is also the trend, in the gradual maturity of the inside, are moving towards this trend.

The second is the rise of functional products, including a brand among students, breaking through five thousand stores, from online to offline cases.

Our layout achieves certain effect, that is, the traditional good brands are more than we refer to.

In fact, there are one or two brands that have broken through our growth. What we share today is that in 2015, the trend of children's shoes category, the red sea of price type products, the blue ocean of health and functional products, that's all. Thank you.