Qian Sicong: Pforming Online Stores To High-End Brands To Build Multi-Dimensional Brand System

Qian Sicong (right) is working hard.

Qian Sicong, a post-90s girl who graduated from Ali College of Hangzhou Normal University, now has 2 crown Taobao stores, with annual sales exceeding ten million yuan.

5 years ago, Qian Si Cong decisively switched off his family.

Physical stores, fight to online stores, and shop to high-end.

Transformation.

Today, she focuses on quality.

Research and development, and strive to build a multi-dimensional brand system based on the Internet.

Touch net achieves electricity supplier dream

Qian Sicong's company is located in a tall building on the riverside road near Qian Tang River, Hangzhou.

In the decorated room, there is a large leather sofa, which can be seen on the top of the Qian Tang river. This is the place to negotiate business. In the big office, young shop sales are busy in front of the computer; in the warehouse workshop, five or six workers are busy stacking up the clothes to prepare for delivery.

Qian Sicong said that she founded a company from her junior high school "touting net".

Qian Sicong is a native of Shaoxing, Zhejiang. She has a very strong atmosphere of business at home, and has experienced her courage and courage.

In the first year of junior high school, the clothing factory of the family suffered a sales crisis and overloaded many finished garments.

To help the family share the pressure, she and grandma decided to pull the stock into the market and set up the night stand.

This attempt was not successful, but let her begin to contact the electricity supplier. "At that time, Taobao shop began to rise. I decided to try this new format, and set up a" four seasons Qingdao store "online shop, the source of which came from my parents' clothing wholesale shop.

"At that time, many people questioned who would buy things online, but I think maybe anything can be bought online."

She began to interest in e-commerce.

When graduating from high school in 2010, she did not hesitate to choose the e-commerce major of Alibaba Business School of Hangzhou Normal University, and opened the road of entrepreneurial practice.

The college's strong entrepreneurial atmosphere, the "three in one" advanced talent training mode, and the careful guidance of teachers and business mentors have strengthened Qian Sicong's confidence and courage in starting a business.

In the first year of college, the college encouraged students to start their own business on Taobao.

Qian Sicong set up an entrepreneurial team to reopen the online store, which is responsible for the source of the goods, and she is responsible for customer service, model recruitment and marketing.

Because all the indicators of the online store comply with the requirements of Alibaba business school, her product has been on a Juhuasuan, and orders are growing rapidly, and customers are increasing.

Less than half a year, online store credit reached 1 crown, becoming the first crown shop of Ali college, with annual sales exceeding 1 million yuan.

In 2012, Qian Si Cong had second crown stores and established an independent mall, Hai Chang shopping mall, with an annual profit exceeding 1 million yuan.

Fight for high-end brands

"Business is long, quality and price can stand the test."

This is what father Lin Haichang said to his daughter.

Once, a customer bought a mink coat worth 90 thousand yuan in the shop of Qian Si Cong, so that she sprouted the idea of making high-end clothes.

In July 2011, under her insistence, the clothes sold in the shop changed from ordinary women's clothing to brand women's clothing.

Qian Sicong studied the brand structure of Taobao women's clothing, and accompanied her father to Guangzhou, the capital of women's clothing.

After investigation, she clapped, "to sell branded clothing, and to sell Hangzhou Tower brand."

After the introduction of high-end women's clothing brand, Qian Si Cong found that it was much harder than before.

"It costs thousands of dollars to buy a dress. It's not easy to make a quick shot of the customer."

Qian Sicong said frankly that no one came to buy the first month. She was very nervous and felt that her Hibiscus shop was going to go bankrupt.

The price advantage of making brand women's clothing is not obvious.

"Then I can only spell services. My target customers are mostly middle-aged people who are too lazy to go shopping and want to buy good quality products on Taobao. I will seize this characteristic and build up a customer base through quality service."

Qian Sicong said with a smile, "Hibiscus dress" has no business to gradually stabilize more than 10 orders per day, calculate gross profit, earn about 1000000 yuan a year.

Qian Sicong has always had a dream to become a world-famous Chinese women's wear brand and make Chinese women more beautiful. In 2015, she launched a new brand, Nicole Xiu duo, and positioned it as a light dress brand.

The high-end brand exclusive agent and its own brand are maturing. Qian's business potential is constantly stimulated.

In 2014, she founded the Hangzhou Cong Agel Ecommerce Ltd. In 2015, the company co operated with several brands and obtained the exclusive agent of the network, with sales amounting to 21 million 600 thousand yuan.

Pay attention to every detail.

"I once went to a remote factory in Shenzhen alone, and as the car became more and more biased along the way, I became more and more scared. It was hard to communicate with the factory owner alone."

"Sometimes business is going down, and I'm scared. It's very hard to deal with suppliers."

There are many such experiences, but when the business is getting more and more prosperous, Qian Si Cong is still very pleased. "I am very glad to see a loyal customer buying more than 40 yuan worth of goods in the company."

"If you want to shop well, you have to ensure that every detail is perfect."

Speaking of the experience of opening a shop, Qian Si Cong's head is right: the picture should be done well, the description should be carefully measured, and what kind of technology should be used for the clothes and what fabrics are used?

In short, we must pay attention to details, so that customers can have a good experience and stimulate their desire to buy.

In the early days of his career, Qian Si Cong picked up his camera to learn photography. "Because of the hard conditions in the initial stage of entrepreneurship, he often needs to be a model and photographer himself."

Later, she slowly groped out some filming ways: the best time to take pictures was before 9 a.m., when the light was softer and the color was more real.

"Selling clothes is very taboo, and we must let buyers see the true colors."

Qian Sicong said.

In order to further enhance the customer experience, since 2013, Qian Si Cong has explored the pformation from a simple online retailing mode to a O2O mode. The new mode of online payment and offline experience service has been tried to change the traditional B2C network marketing mode, build online and offline interactive channels and optimize customer relationship management.