Green Box Micro Shop Seamless Docking Business Model Pain Points

At present, most brands complain about inventory problems in the O2O mode test.

In response to this pain spot, Wu Fangfang disclosed that they have configured an online shop for each line shop, which effectively solved the problem of limited radiating radius of traditional shops, and allowed 50 square meters of shops to play 200 square meters of efficiency.

That is to say, in addition to some products displayed on the offline store, consumers can also log into the green box official flagship store or mobile phone mall by using the store network to view more product styles and make online ordering.

For those green box franchisees who only have "small" shops, they not only greatly reduce the cost of leasing, goods preparation and other related costs of franchisees, but also reduce the business risks brought by franchisees due to factors such as product styles and product prices, thus controlling the inventory risk of brand products, and fully expanding the profit margins of shop owners.

Wu Fangfang believes that the majority of Chinese children's wear brands have not been pformed, and they are still fighting for a protracted war in the shopping malls.

But the green box is a completely different way of selling goods, a bit like UNIQLO.

"The price of Chinese brand is too high. We have brand and design, similar to UNIQLO, positioning as a fast selling fashion brand.

The cost of parenting is very high now.

What we want to do is that ordinary parents can afford it.

"

An insider commented:

Children's clothing product rate is low, cut 20% of the benefits to consumers, so that the price is more reasonable, which is very rare in the clothing circle.

Now, the green box has the authorization of Disney brand and its cartoon characters such as Mitch Mini, princess, manwei, Winnie the Pooh and so on. Duo A dream brand and its authorized cartoon characters such as robot cat, Da Xiong, Xiaojing and so on; the authorization of cartoon characters such as Transformers, Superman and Batman.

In addition, there are also love manufacturing, modern ladies, and baby brands, such as maxixi and so on.

In view of this, the experience shop under the green box line is just like one.

The collection site has the same quality as many large children's clothing under the line, but the price is very affordable.

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Although many of the top tier international foundries, making Dayang created a lot of sales costs, but Dayang creation is also clear that fate can not be fully grasped in other hands, so has been concentrating on the development of its own brand.

According to the annual report, in 2014, three of the company's own brands accounted for 15.06% of the main revenue, of which 10.40% accounted for 10.40% of the total, and 3.08% and 1.57% respectively.

Since the founding of the Da Yang has always been export oriented, the disadvantage of the "small number of stores" has now become an important advantage in the pition to "Internet +".

According to the data, Dayang creators has only 43 stores in the store, mainly selling high-end brand creation. In order to ensure user experience, all stores are self-supporting.

The brand of Youchao cool brand, which is located in young fashion, is sold only in Tmall, Jingdong and other online channels.

In contrast, the clothing companies that originally rely on the number of stores to conquer the cities are now overwhelmed and shut down stores.

According to incomplete statistics, more than 80% of the 30 clothing, footwear A and H-share listed companies are in a contraction channel.

"In this wave of shops, the middle end brand is the most affected, and the high-end brand is stable due to the stability of its customers."

However, the creation of Da Yang, who has no shop charge, seems to be nothing new even if he chooses to sell online.

After all, in the many concepts of "Internet +", it is well known that "selling clothing online" is known to many of the listed companies, such as the wedding birds, the Hai Lan family, YOUNGOR and so on. They sell clothes on Tmall, Jingdong and their own official website.

But for Da Yang's creation, the "Internet + clothing" bottle is far more than these "old wine". What Dayang creates is clothing O2O. Its goal is to become the largest single volume single cut company in the world.

The so-called "single volume single cut", in short, is private ordering.

Users choose fabric and input data on the Internet, then the backstage system will use large data to screen out a more suitable user model. After the sample is made, the user will try it on. After the user tries it, he will put forward the idea and send the sample to the company. The company will continue to modify it until it is delivered to the user, and the whole cycle will be about 15 days.

Personalization is currently the most mainstream consumer trend. Dayang creates a strong ability to handle small quantities of orders by subcontracting the international brand.

"The gross profit margin of the company in 2013 and 2014 has been 47.01% and 33.11% respectively, which is far higher than the gross profit margin of the company's overall suit processing and sales." the latest research report of Huarong Securities pointed out that "the company will still have great imagination in the future.

The company has a large amount of cash, but it is mainly used to purchase financial products, and has not made full use of it.

Abundant cash will provide good conditions for the company's future layout in the Internet industry.