Simplee: Positioning Australian Holiday Wind, Not A Simple "Porter".

Two times a week, every 10 products have reached the limit.

Known as "fast".

In this circle, such a new speed can be regarded as an alien.

But for women's clothing seller Simplee, intensive farming is the gateway to business.

In 2015, global express was on line, and Simplee is still a new face in cross-border e-commerce.

However, the growth rate of the brand is quite amazing. At present, the monthly sales volume has reached US $400 thousand.

Compared to the bars and LDK, which are also located in fast fashion, Simplee's SKU is not much, but its rate is higher than its peers.

According to founder Tao Hongjing, Simplee will sell almost every product for a year and a half.

Although the entrepreneurial team has limited energy, Simplee is more willing to focus on polishing products.

Despite its reliance on e-commerce channels, Tao Hongjing insisted on Simplee as a clothing company rather than a network company.

Compared with the "technology flow" of mastering marketing, products and services have become Simplee's bargaining chip for future gambling.

Positioning Australian holiday wind, do not be a simple "Porter"

In fact, the creation of Simplee brand is not the first contact between the team and global express.

In Hangzhou, a women's clothing factory and factory, Zhang Wei and Shen Hui Hong, the two members of the team, have been trying to speed up their business since graduating from college.

Two people sell goods in factories, and then sell them to overseas buyers through express sale.

Relying on massive shopping and massive business models, the two quickly earned the first pot of gold on the platform.

At the same time, Tao Hongjing and Wang Sai began to start business on another road and run a brand planning company.

Because of past classmates' relationship, four people often discuss business together, and the days are smooth and smooth.

Although not worried about food and clothing, several people always feel as if they are missing something.

In 2014, the slowdown in China's export trade indirectly affected the team's business.

"The difference between domestic and foreign commodity prices is getting smaller and smaller, which means that the competitiveness of shipments is becoming weaker and weaker.

In the first half of the year, the store can receive 400 single businesses a year, and it will be totally useless in the second half of the year.

On the one hand, growth has encountered bottlenecks. On the other hand, Tao Hongjing also wants to work with the team to remake a business of their own, nor is it a mere commodity porter.

Just now, some fresh changes in the industry have inspired the team to rethink.

At that time, Shein, Value Fashion and other clothing businesses suddenly rose in cross-border industries.

These brands have abandoned the past pattern of mass sales, built their own brands and captured a large number of fans.

Integrating the development of Taobao, Tmall and other domestic e-commerce platforms and Tao Hongjing's understanding of the development of cross-border electricity providers, he and the team judged that in the future, global express will be more and more stringent on the quality and intellectual property requirements and management of goods sold on the platform, and the sellers will also be pformed into fine and branding operations.

In the face of the problem of chicken or egg, Tao Hongjing looks at it very simply: Simplee is only a name, and the most important thing is the location and quality of the product.

After market analysis, the team decided to take sexy, enthusiastic, wild Australian vacation wind as the main style, attacking young women aged 25~35 years old and entering the US market first.

"European and American women are very different from their domestic counterparts in dressing and dressing. They are more concerned about occasions when choosing clothes.

For example, when they are on vacation or on vacation, they may wear some romantic dresses, wear a professional suit at work, and have different styles on every occasion.

Tao Hongjing delineated the style of Simplee in the Australian holiday resort, which provides clothing for casual and holiday occasions for European and American women.

Be fine and fast enough.

Although there is experience in the operation of women's clothing business, Simplee is totally different from the previous group goods mode.

The team is looking for sources of goods everywhere. On the one hand, they are looking for suppliers with high quality in factories near Hangzhou. On the other hand, the team also goes to the various industries gathered around to see the goods and see the factory.

Fortunately, under a chance, the team came into contact with a factory that made foreign trade women's clothing in Changshu.

This factory has been processing for Zara generation for a long time, and its production technology is mature. At the same time, it is also familiar with the size, style and style of foreign trade.

When the team found them, the factory was in a hurry to break away from Zara's production rhythm.

Under the common demand, the two sides chime in with each other, and the factory quickly agreed to give priority to Simplee supply.

With specialized suppliers, the supply chain problems initially encountered by the team are easily solved.

With stable suppliers and suitable products, the next step of the team is in operation.

Unlike in the past, the Simplee has made every step as meticulous as possible.

Meticulous operation will inevitably cost a lot of time and energy. Under the same conditions, Simplee would rather reduce the new ones, and also ensure that every product that guarantees the shelves has the ability to stimulate customers' desire to buy.

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In order for the product to keep up with the trend, the Simplee team has hired 5 buyers.

To be a buyer of Simplee, the background of clothing design is only the basic threshold. What is more important is to have a unique vision and be able to pick out "exploding money".

In the team, the assessment criteria of buyers are directly linked to sales volume, and which products sell well, and the corresponding buyers can get more commission.

According to Tao Hongjing, a good buyer's monthly income may reach 30 thousand yuan, and some of them will stay at several thousand yuan.

Now, the 5 buyers in the team will choose 20 new products for the brand every week, and the new products will be put into the next stage of production. This will lay a solid foundation for the birth of the "burst money".

Of course, in addition to the trend, decide whether the brand can earn a good place in the market and still have the speed of shipping.

Simplee buyers often pick out new styles in the market. There are always many fabrics and accessories that need to be customized.

In a limited period of time, such a requirement is a challenge to the factory.

"It can be said that Simplee has trained a number of factories.

We have been winning the fittest and working with factories that have both quality and speed.

Tao Hongjing's request for suppliers is almost harsh. Once a deliberate mistake occurs, it means the termination of cooperation.

For example, if the brand requires the use of silk fabrics, the supplier must ensure that the same fabric is produced no matter how many production is carried out.

In case of shoddy goods and goods being out of print, Simplee will immediately cease to cooperate, and will not cooperate with the supplier for the two time.

At present, there are more than 40 suppliers with Simplee, only 4 of them have reached a fixed cooperation with the brand.

Under the meticulous operation, the Simplee team of 35 people can only handle 1000 orders per day, which is almost 1/7 less than that of the other 2 sellers who receive 400 orders per day.

However, the ability to order is not exactly the same as sales.

For Simplee, which has just reached a double crown, sales of $400 thousand a month, 10% of the repeat purchase rate in the peer seller outstanding performance.

It's a double crown seller, and also a soldier on the brand journey.

From zero to double crown, Simplee is not smooth sailing.

The good grades that are bright and bright will inevitably fall in the pit when it is difficult to walk out.

When Simplee started, the flow of new stores was tight and few people asked.

In the case of brand independent selection, each product must be up to 100 parts, so that the factory can be put into production.

In order to sell at least 100 pieces of the same commodity, Simplee opened 6 stores at a quick sale, hoping to attract scattered traffic through many stores and sell the clothes.

But soon the team found that the way to drive sales volume by shops is not feasible at all.

The same brand of goods is placed in different shops, and there is no change in nature. Users do not buy it. This dilemma worries the team.

After customer service research, the team found that they were more concerned about the style, quality and after-sales service of the products.

As a result, the team simply slowed down, concentrated on a shop, carefully selected each style, which slowly ponder the fine operation strategy later.

Besides opening money, Simplee's another worry is logistics.

Because of the particularity of cross-border electricity providers, logistics has always been a difficult problem in the industry.

However, logistics speed and service quality have a direct impact on buyers' experience, which is a constant concern for service oriented Simplee.

I remember one time, Simplee had a box of goods sent to Russia because of the heavy loss of logistics.

The truck turned over on the way, and all more than 100 items were lost.

In the face of emergencies, Tao Hongjing immediately asked the employees to find out the more than 100 orders one by one, and explain the request for reissue to the customers one by one.

Recalling this experience, Tao Hongjing felt very deep: "logistics reviews often happen, but many customers are looking for business explanations.

What we hope is not that buyers will get rid of bad reviews, but that they can still trust us after having unhappy experiences.

Since last month, Simplee has replaced logistics providers to ensure that buyers in North America and Russia can receive goods within 10~15 days.

Although the cost of each package was increased by 12 yuan by new express, Simplee lost some of its gross profit.

However, Simplee still insists on mailing every order and improving customer experience as much as possible.

"Simplee is not eager to earn the money now. If we can make the brand bigger and stronger, we will gain more profits in the future if we can make the brand bigger and stronger."

Tao Hongjing takes a long view.

This year, the team secretly set the goal, they want to become the global express pass on the Korean home.

Now, the biggest challenge for the team still comes from the supply chain.

Aside from the productivity of the factory, Simplee will purchase the quantity of supplementary goods, and the volume of the purchase will still account for 30% of the total merchandise.

In addition to Simplee, the company will try new brands and try other styles.

These also require that Simplee must be separated from the operation mode of the election and have more independent original design ability.

However, for every shop in front of the entire industry and platform, with the further development of cross-border e-commerce industry from barbaric growth to fine operation, the time for Simplee growth is still abundant.