The Babyone Of The Father-In-Law Was Dragged Behind By Celebrity Effect.

BabyONE, who was born with celebrity aura, should not have expected that it would take two years to go online and open the market.

We found blue ocean market and top star halo, but this does not mean that their brand development is smooth sailing.

From product control to brand promotion strategy, they all take a detour.

In 2014, babyONE was famous for his "Han Han studios" and "Han Xiaoye's mother himself".

But after the launch, the brand's high concern has not been extended. BabyONE attributed the problem to the brand. In the past, it was too high and cold in the market movement. The existence of the burden of idols restricted the possibility of the brand.

"This year's growth is faster than last year. The UV of Taobao stores has increased by more than 300% compared to last year," said Yolanda, founder of babyONE. In the fourth quarter, they hoped that the data would increase by more than 2 times. Next year's goal is to achieve a healthy and stable rise in profitability.

This year, they chose to walk down the altar. On the one hand, they opened the "flash shop" online to maximize the brand exposure. On the other hand, they also used the "red baby" to attract users, and the situation has been changed.

"This year's growth is faster than last year. The UV of Taobao stores has increased by more than 300% compared to last year," said Yolanda, founder of babyONE. In the fourth quarter, they hoped that the data would increase by more than 2 times. Next year's goal is to achieve a healthy and stable rise in profitability.

The average customer price is maintained at about 300~400 yuan.

Today, more than 20 thousand of the strong sticky users have been accumulated, and the repeat purchase rate is around 60%.

There is celebrity effect, but it does not reflect the warmth. Now, how can babyONE spend the past two years? The way of e-commerce of young and young Han Han is also full of literary and artistic atmosphere.

"Children's clothing in the literary and art circles" is the brand tone of babyONE. Not long ago, the new designer, La Natsu Bell, the original design director of Zoe, accelerated the product test.

In order to emphasize the sense of design, they used "internal strength", and there were a large number of painters, photographers and designers in the "ONE APP". BabyONE chose to cooperate with some of them.

"Our cooperation pattern is that the other side provides the pattern design, we produce the product creativity to derive and narrates the complete series of stories."

Yolanda said that the frequency of cooperation with these painters and designers is not fixed, which is a supplement to the original style.

But before that, the emergence of this literary and artistic brand was related to the "two women" in Han Han's life.

One is Han Han's wife, the other is Han Han's daughter Han Xiaoye.

Yolanda said that Han Han's wife liked children very much. After Han Xiaoye was born, this kind of love became a "delve into" the related substances.

"She will study anything that will accompany her children's growth, including children's clothing, toys and books."

Among them, clothing as a rigid demand, will run through all stages of the child's growth and development, but Mrs. Han is worried here. "The mainstream children's clothing in China is characterized by bright colors, flowery, and too many elements."

As a young literary and artistic youth, she herself does not like such a "noisy" style very much. She can never find children's suits that suit her tunability.

As early as the opening of the domestic second child policy, Yolanda's eyes were also aimed at children's wear market.

After investigation, Yolanda found that most of the brands of children's clothing on the line went cheap, and dozens of T-shirts and trousers sales accounted for the majority.

But with the gradual rise of the new middle class, the 70 and the 80's have become the most important consumer groups of children's clothing. There are more and more people who want the quality and design of children's clothing. More and more parents expect to find personalized and tonal children's clothing brands.

For example, Bonpoint, Jacadi, Stella McCartney Kids and other brands are loved by many young parents. "Many people prefer this kind of style that looks very low-key but has a sense of design."

These products are great, but thousands of pieces of children's dresses are still discouraged by many consumers.

More consumers choose to buy their favorite styles abroad.

One operator

The owner of the store said that the market for children's wear in recent two years was indeed very hot, especially as the Korean purchasing agency was very popular recently.

Instead of buying abroad, it is better to create its own brand, which is the common judgement of babyONE's founding team.

This is a huge blue ocean market when the price of light extravagant children's clothing is within 300~400 yuan.

BabyONE was born.

Because the maternal and child industry is sensitive to quality, they are very concerned about quality control.

For example, in their best selling raincoat products, they get the authorized fabric of the 91 year old American rain gear brand TOTES, "this is the umbrella material used by the British royal family and the gossip girl Queen B, but the cost is higher, but the material is lighter and faster."

In the early years, due to lack of experience, they failed to manage some details, resulting in poor progress and even the overall sales performance.

"Because the product is very strict, we will continue to rework, change suppliers, and design partners."

Yolanda said that it has taken four months to get the prototype of the product satisfactorily.

At this time, the sales season of products has passed.

They also reflect on the progress of the sales cycle.

The conclusion is that there is not enough time left for the market operation Department to conduct pre production planning and preheating publicity, so sales are not as good as they wish, and a lot of stock is backlog.

Yolanda also said that last year they sold a large number of off-season stocks on some online channels.

This is the biggest problem they face since they start their own business.

The final solution is to unify the decision-making mechanism, design concepts, and pass the design development cycle forward. "At present, we have begun to prepare products for spring and summer."

Now, in the Taobao shop of babyONE, there are hundreds of SKU, including girls, boys, parent-child, accessories, toys and other sub categories. Among them, the main part is parent child dress. Yolanda says that their parents' children's clothing is not the children's clothing copied adult's money, but uses the same design elements to create a sense of reorganization.

Shops can rarely see discounts.

Yolanda said that they do not take low price as the guidance, and the way of giving back to consumers will be matched by some value-added activities.

For example, the matching of some gift boxes, in their raincoat series, buyers will see an exquisite gift box, except for a raincoat and a specially designed paper cut greeting card and a children's original English picture book. "These are not sold, they are specially made for products."

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In addition, in the brand promotion strategy, babyONE has also experienced the pformation from simple use of existing resources to relocating user groups.

As a star brand, the huge flow value of Han Han's label seems to be self-evident.

In 2014, "ONE, APP," a APP e-commerce related page will recommend babyONE products indefinite. Similarly, Tinglin studio, which has 4 million fans, will also promote the promotion in micro-blog.

But the result of drainage is that for Han Han, the flow of "babyONE" does not seem to be effective.

"Although the user volume is very large, we found that the fans of both sides were not highly matched, and ONE fans were mainly young men and women in the younger age group, and the proportion of fans with children was relatively small."

Yolanda said that despite the exposure of brands on these high flow channels, the conversion rate was low, and sales data were not far from what they expected.

After no shortcut, babyONE began to try a "more stupid" road.

From zero to the beginning, they independently operated official WeChat and micro-blog accounts, opened live online designers, and set up VIP buyers dialogue group, which made the brand closer to the target users.

Through the promotion of Taobao, mom and dad camp, vip.com, goods and other channels, it has accumulated more than more than 20 thousand of VIP fans.

Yolanda said they would analyze the buying behavior and consumption habits of fans, and then promote different products in different channels such as parents, Taobao, vip.com, goods, D2C, honey buds and so on.

"The parents' public number, which already has more than 2 million parents, will help us to promote. At the same time, our micro shop is also grafted on the platform of the parents' camp, and they will operate on behalf of them."

Vip.com focuses on the sale of relatively low price goods and inventory, micro stores, Taobao stores used to create new products, D2C used to push the design of a single product, "Honey bud APP is currently selling better or standard products, so we are still trying to stage."

"Although our main energy is online, we take into account the exposure of the brand or the addition of offline links."

For a new brand, the cost of blind shopping is too high, so they choose the "flash store" model test line.

Not long ago, Han Han and Liu Yun (Mrs. Zheng Jun) Qi Qifa congratulated the babyONE image store in Sanya, which is still on the way in Shanghai and Beijing. Yolanda said this is the "flash store" plan they launched this year.

"The most direct feedback from offline activities is that consumers can touch the products, which is conducive to the rapid amplification of the word of mouth effect, and the on-site clerks will also mainly guide users to online pactions."

Yolanda also said that many users have become their VIP customers through the display of these lines. Through WeChat group operation, they will precipitate some creative ideas and suggestions of terminal consumers for product design.

Now, babyONE gradually gets rid of the burden of idols and tries to make himself more grounded.

In early August, they participated in a live show of the Asian International Children's wear Festival and Taobao Pro baby platform. "Thousands of people watched it that day." after this live broadcast, they also absorbed many attractive points, such as the red man baby.

A few days ago, babyONE played a live broadcast at a physical store in Sanya. A group of babies wearing their raincoats and several parents without protective clothing were fighting in a dark environment.

Yolanda they found that eventually the parents became drowned, and the baby was safe. "This kind of live broadcast with emphasis on function is what we will continue to try in the future. We are not very chatting about selling goods, we will do more interesting."