Children'S Clothing Giant Teaches You How To Build A Red Man Business.

In recent years, many people are keen to buy things recommended by net red, including children's clothing.

Lin, a red man, teaches you how to successfully build a red shop.

Custom worry: children grow up

The birth of baby elephant sounds reasonable.

Lin is not only

And the fashion designer is still a young hot mom. In the past few years, the earliest fans have already entered the marriage. They are pregnant and have children, and have the need to buy children's clothes.

Based on this consideration, the team created the baby elephant, offering customized children's clothing for two to four year old girls. The style is more lively and witty, adding some fashionable elements. It has both the princess's dress and the handsome jeans.

In the words of rokai, we should always be "new" and be pleasantly surprised.

Lin is the design supervisor of baby elephant, and occasionally participates in the design of children's wear. The main designer is his cousin.

The pricing of baby elephant is also inherited from Lin, without a civilian line, and a short sleeve dress will be sold for 218 yuan.

Winter clothing is usually more than 300 yuan, 200-300 yuan is the price range of spring and autumn clothing, summer clothing is also more than 100 yuan.

Such a price is higher than that of the children's brand Barbara, which is a rare variety in the Taobao children's wear market.

Hundreds of yuan and one piece of adult clothes are not expensive, but they are different in children's clothing. After all, children aged between two and four are growing fast.

In the eyes of the outside world, the baby elephant is priced too high, but there is no way for the shopkeeper to do so.

Luo Kai said that unless someone orders more than one hundred units at a time, the production line will be opened, otherwise every garment will be tailored and tailored by the lathe worker, and the cost will be there.

A lathe worker does two pieces of clothing every day. The cost of labor is 220 yuan, and 110 yuan is allocated to each garment.

This is custom trouble.

On the one hand, it has greatly satisfied the needs of consumers, realized the tailor made, and on the other hand, the labor is too high.

Mass production can lower the cost of each garment, but the baby elephant insists on selling it first, because the risk of spot is even greater.

Children's clothes range from 90 to 140 in 6 sizes, 5 in a size, 30 pieces. If they can't sell, they will eat stocks and lower profit margins.

Luo Kai said that although children's clothing earned little, but basically no inventory, more than a year, inventory up to one hundred or two hundred.

First please mother.

"Want to make children's clothing, first of all to meet the children's mother."

Luo Kai said.

Unless special

Children's clothes, baby elephant, most of the models have launched a mother's clothing, to meet the needs of love beauty women drying sun.

It also takes into account that some of the consumers are loyal customers of Lin. They are a group of young women who are fond of beauty and are very active.

Roke disclosed that it was actually a loss at the expense of the mother child dress, and the cost of the material used for the mother's clothing was even bigger, and it had to play more than three or four editions. The cost of one version was hundreds of dollars.

"If you don't please mother, you can't do well in children's clothing."

Therefore, this "small loss" must continue to eat.

The baby elephant is different from other children's clothing brands. It has specially invited three fashionable and spicy mothers to be buyers. Their job is to go to the big shops to see the money and catch the fashion trend of children's clothing nowadays.

Children's wear and women's clothes are very different, for example, some of the style of Lin can not do children's wear, baby elephant although positioning in fashion children's clothing, but more than Lin custom-made women wear more consideration of daily wear, women can do the back, children's clothing is not good.

Children's clothing quality requirements are higher, clothes can not shed hair, the material can not fade.

So baby little elephant's fabric is basically pure cotton, "new fabric is not necessary to develop, use the mother is not necessarily recognized, we have to make new tricks on the old material."

Luo Kai said.

Limitations of the red man

At present, Lin stores have a monthly sales volume of about twenty million yuan, compared with one million yuan for baby elephant sales.

Luo Kai believes that the baby elephant has now entered the bottleneck stage, and the team even wanted to let it grow.

The lack of large traffic entry and the lack of enough customers are the main problems for Roy.

Last year, Taobao did three months' drilling and exhibition, but due to the high price of customers, the volume and conversion were not directly proportional.

At first, the main store Lin would guide the baby elephant, but not many customers.

After all, 200 thousand fans went to unborn and gave birth to boys, and only thirty thousand or forty thousand left.

As a red boy's shop, the marketing of social networking sites can't be abandoned, but the baby elephant will encounter a problem.

For example, let little apple take part in some activities wearing baby elephant's clothes, micro-blog content @ baby micro-blog's official micro-blog, but such commercial micro-blog if too frequent, will be the parents of small star conflict.

"Normal micro-blog forwarding is very normal in women's clothing. Once you do it with your kids, their parents will be under pressure and will be afraid of being attacked by the Internet."

Luo Kai said.

In fact, baby elephant has accumulated 120 thousand fans on Sina micro-blog, and there will also be some prize winning interactions, and fans' activity is also good.

In contrast, the red label baby shop pformed from women's Reds has higher stickiness on fans.

For example, Chen Chen's original children's clothing shop, shop owner Chen Chen Ma was originally a person who loves to share life and wear, and also opened a Taobao shop for women's clothing. After giving birth, micro-blog put the focus on the sun drying baby. Gradually, she found that children's clothing was promising, so she changed the women's clothing shop into children's clothing shop. The model was her own children. Based on the love of Chen Chen Ma's design and matching, the fans naturally turned into customers.

Chen Chen saved 704 thousand fans in one year, and achieved a gold crown.

For red people shops, social interaction and products need to be organically integrated.

Maybe Lin can bring their babies to play in person, but they do not want to do so now.

This year, baby elephant intends to increase investment outside the station, such as hosting some activities, inviting child stars to participate, and doing some interaction on the Internet, or doing some major promotional activities to raise the brand's attention.

In addition, for children's clothing, the golden age of small net red is usually three to four years.

The age of the little apple has gone beyond the target audience of the baby elephant, and the shop is looking for new models.

Actually it's on Taobao.

The baby elephant is a very special one. Now it has 76 thousand shop fans and many repeat customers. But as a member of Lin family, the result is negligible.

"If we insist on three years or no improvement, we may really consider giving up."

Luo Kai said.