Fireworks: From Sewing Machine To Sales Volume

In July 8, 2016,

In Hangzhou, "the first ten best data pioneer business" was selected to promote the data operation ability of online merchants.

Among the award winning top ten data pioneers, there are already well-known industries.

Three Internet products such as squirrel, good shop, Mark Ed Faye and so on, "Internet red", a Henan clothing brand named "fireworks and hot" brand has also been successfully selected in the top ten.

This is hardly known before.

Brand, relying on the effective use of big data, Chuang out a new way of electric business of Yu pie clothing.

From sewing machine to sales volume

From 2006 to 2016, just ten years from now, fireworks started from a sewing machine and a small seller of Taobao, and now it has become the original Taobao electricity supplier.

General manager Chen Liming said, "the Internet and the electricity supplier have achieved fireworks."

10 years ago, Chen Liming's lover Zhang Kaiqiong set up a clothing store on Taobao to design and process it, and then sold it online.

I didn't expect this kind of original clothes to have the market gradually. After three years, the volume of pactions has been nearly one million.

"I was only a few thousand dollars a month, and my wife encouraged me to go to sea and work together."

Chen Liming said that at the very beginning, he could not see the clothes shop as a small business.

Unexpectedly, business soon rose, far exceeding his income.

In August 2009, Chen Liming resigned after several considerations. The couple ran a clothing store together. He was familiar with packaging routines and was named "thrush fashion design company" by the media. He signed the trademark "fireworks and hot".

"We both have a little literary and artistic complex, and the company's product ideas follow this road."

Chen Liming said that the design style of "fireworks" is still the main Chinese style.

Previously, Zhang Kaiqiong would often collect old clothing items in the mountainous area of Yunnan and Guizhou, and find inspiration for design.

From the Taobao shop, they have successively moved to Tmall, Jingdong, vip.com and other electronic business platforms.

After 2010, it entered explosive growth, with the lowest annual growth rate of more than 30%.

The company has grown from the initial couple shop to nearly 500 people today.

Last year, double eleven, they harvested 15 million yuan of sales.

Big data secrets make sales myths.

"Fireworks" is different from Zhengzhou's other clothing brand genes. She is completely rooted in the soil of the electricity supplier, so there is strong Internet color in operation.

In the Alibaba's "first ten best data pioneer business" selection, the sales volume of fireworks is not the top, but the data operation ability is strong, especially using data selection.

"Every quarter of the new 200 more original clothing, we have to evaluate the performance of these 200 products in a short time, and then feedback to the operation and supply side."

Li Jingjing, director of fireworks data, said that a good selection standard can not be judged by feeling, nor can it be sold simply by selling.

He said that the way to burn fireworks is to create a horse racing mechanism based on background data.

The operation team will analyze the new types of visitors, paction, purchase, collection and page stay, then standardize and calculate the corresponding index data, thus forming a preliminary "report card".

According to this pcript, different commodities will be adjusted.

For example, the number of visitors with high number and high overall score will gradually increase the number of visitors; while the number of visitors with a high number but low comprehensive score will gradually reduce the number of visitors, while considering greater discount and matching adjustment to increase the conversion rate.

After such a 3 round of horse racing, the final money that can really run out must be a premium.

"We set up a data analysis team, in addition to big data selection, through the data to the user portrait, find the most concentrated purchase group, and then put the new money into the user group to collect feedback."

Chen Liming said that a designer can't decide whether a piece of work is good or bad, and the user will be involved.

After last year's double eleven, they launched the big data analysis in an all-round way, and the effect was obvious through half a year's adjustment.

In 2016 1~6, sales of Tmall flagship store increased 100% year-on-year.

"Henan is a big clothing Province, but not a strong province. Our enterprises can learn to use big data to create new business models and understand consumer needs in a timely manner. This is the trend of development."

Chen Liming said.