Women'S Clothing MG Little Elephant Is So Angry?

Broke into the whole network in two consecutive months.

After category TOP5, in May,

More than Only, UNIQLO,

And other traditional women's clothing brand has become the sales champion of women's clothing category.

The MG elephant was originally named "Mao Xiao Xiang", which was launched in 2010.

This year, the seven grid women's clothing sold 150 million yuan, the annual sales volume of broken silk was 80 million yuan, while the sales amount of MG small elephant in 2011 was only less than 300 thousand yuan.

But the latter was aggressive. Three years later, MG's annual sales increased to 350 million yuan and began to become popular in Taobao.

According to the world clothing shoes and hats net, in October 2016, MG small elephant shop fans broke millions, then renamed it.

In just 6 or 7 years, it has become the number one fan shop behind Taobao, which is second only to the women's clothing brand.

If product and supply chain are the cornerstones of the rapid growth of MG, then content operation becomes another starting point for its continuous efforts.

At present, MG small elephants cooperate to reach 500 people, the average monthly UV of shops is 9 million, the number of daily visitors is about 80 thousand, and the daily UV of live broadcast reaches 15-20.

These figures are considered to be admirable in the electricity supplier industry.

And it is not satisfied with just a women's clothing shop.

Under the net red economy and the direct seeding draught, the net red and anchors are hiding behind the MG little elephant.

MG small elephants show the incubation ability of Whampoa military academy. From the original experience of fans and electricity suppliers, they not only reproduce a number of sub brands, but also want to become an integrator of content ecology.

What kind of business story is behind it?

85 Taobao architect's dream of women's wear

Zheng Xiaofeng, founder of MG small elephant, is a two grade architect after 85. When he decided to start Taobao business, I did not think that he would become the top ranking lady of Taobao in the future.

At that time, the fashion business operation mode has been relatively mature, and the infrastructure such as supply chain has stabilized. This undoubtedly provides a useful experience for the latecomers.

But at the same time, this shows that this is not a blue ocean area, because the women's clothing industry has already appeared in the big business of many hundred million sales.

Opportunities and challenges coexist.

At the beginning of the establishment, Taobao shops without design ability were almost independent of the wholesale market of Hangzhou Sijiqing clothing and the 1688 platform.

But with the enhancement of strength and scale improvement, shops began to focus on the design itself, and gradually had the bargaining power with factories, thus reducing the cost of getting goods.

The city of Hangzhou not only has a strong electricity supplier atmosphere, but also has large and small garment processing plants, all of which become the natural soil for hatching Taobao shops.

The growth trajectory of MG is a microcosm of the history of hard work for countless apparel sellers.

Zheng Xiaofeng gets up at 8 o'clock every day to do customer service until late at night, from the goods to the page design all self-taught, one day will not leave the stool.

MG small elephant has experienced from the market stalls to get goods, gradually to the factory self-control and other stages, in constant observation and try to determine the shop style.

In the market, Zheng Xiaofeng became acquainted with a Taobao shop and became a distributor.

At that time, the national style was popular on the Taobao platform. MG small elephant earned the first barrel of gold. After a year, the shop upgraded to two crowns.

In order to further reduce costs, Zheng Xiaofeng began to try to find factory processing, intervene in deeper design and production links, and gradually changed his style.

In September 2014, the MG buyers accounted for about 40% of the buyers.

The brand prototype of MG elephant has been established.

Finding the right position and winning the election

In January 2017, Taobao fashion life community iFashion released the annual good shop award, MG small elephant is among them.

From this list, we can see that most of these shops lock the target population after 90.

This part of consumers takes "I like" and "I need" as an important factor in consumer decision making.

Under the upgrading of consumption, brands continue to increase the premium of products, while MG has not taken this path.

Taobao's top 66 sales volume in the top ten is priced below 100 yuan.

What is the price of the MG small elephant? What is the result of good sales?

A few years ago, in order to attract a wider range of young people, MG little elephant gradually changed from minority nationality to European and American fashion.

Zheng Xiaofeng found that young people who graduated from universities didn't earn enough money, but they had a certain pursuit of quality. Therefore, compared with low priced women's clothing, MG elephant began to think about how to provide cost-effective products for young people.

Positioning and style convey brand image, quality and style are more directly oriented to consumer perception, and effectively facilitate re purchase.

What's interesting is that the team of designers that MG created earlier is not only in the design style, but in the selection of fabrics. It studies how to make fabrics more comfortable and how to enhance the texture from fabric ends.

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In 2013, one of the high cost performance dresses sold for three seasons. In summer, it was thin and short sleeved. In autumn, it made thickening. In winter, it became long sleeves, priced at 49 yuan, and the total sales volume reached 200 thousand, which brought huge flow to MG small elephants.

Zheng Xiaofeng rated this as "80% luck", but in fact it was based on the quality and style of the explosive logic.

The dress itself has a strong drainage ability, and it can be drained by direct train in the early stage. The subsequent traffic flow is caused by Taobao customers and customer reputation, and then drives the sale of other SKU in the store, thus contributing to the birth of the golden crown shop.

After that, although MG small elephants also appeared in succession, but Zheng Xiaofeng was more concerned about the whole store operation.

"Ten weeks in a week, catch the essence of your shop."

In September 2014, Zheng Xiaofeng said in an interview with the media, "I am often asked about how to do the future dress. I think Taobao is changing every day. As long as the change of Taobao is changed, we can do it well."

Well versed in explosive logic and old customer operation, MG small elephant has made a breakthrough in sales volume, and has risen rapidly.

According to the world clothing and shoe net, the monthly sales of MG elephant in 2014 amounted to 30 million yuan, with annual sales volume of 350 million yuan.

To date, Slogan of MG is still building the Internet cost-effective brand.

The fast fashion style of young people has already become the trend of the industry, but in the face of the critical 90, the cost performance and personalization are the factors that need to be weighed simultaneously.

Since 2015, MG has launched a series of designers, independently developed by the self built designer team, and has accumulated a large part of fans who have higher requirements for design.

On this basis, in 2016, double 11 also introduced the boss series, by herself, she selected money, two months on a new time, covering about 26-30 years old people.

In operation, these series also have the shadow of the net red and the IP.

Micro-blog, the boss of the boss, was officially operated from last year. Now it has about 300000 fans, and light has been a net red from the number of fans.

MG is trying to make her the image of KOL through the mode of running the Reds.

Although SKU accounts for a small proportion, the emergence of more series not only further subdivides the crowd, meets their individual needs, but also broadens the young people of MG small elephants, and solves the problem of how to keep new customers and retain old customers in the process of brand growth.

In October 10, 2016, MG small elephant shop fans broke through tens of millions. On the occasion of "you fans celebration", the original name "Mao Mu Xiao Xiang" officially changed its name to MG small elephant. The purpose is to "make this brand more tonal."

It seems that MG is closer to the fast fashion positioning in Europe and America.

Supply chain is king

The birth of the early burst and subsequent increasing orders become a bargaining chip with the high quality supply chain.

After a series of new and big promotions, the fast response, flexible coordination of supply chain has become the driving force behind the outbreak of MG.

In 2015, the MG small elephant's long-term cooperation factory reached more than 40, half of which were the large factories that made OEM for traditional brands, including YOUNGOR's foundry factories. They had larger production capacity, corresponding to mass production, MG small elephants took a conservative cooperation mode, communicated ahead of schedule, agreed a good schedule, and the other half were small factories, they only supplied for MG small elephants, with short production cycle and quick reaction.

After entering the factory, the product enters the warehouse of MG small elephant for quality inspection.

The quality inspection passes, the clothing enters the warehouse, the manufacturer obtains the payment by the warehouse receipt and the purchase order.

"Many big factories face 3 months or even half a year's problem. Smooth cash flow mechanism can make cooperation between the two sides more smoothly."

Zhou Jingliang, director of supply chain at MG, said.

In terms of quality control, the MG small elephant has developed the relevant testing standards, tracking the factory production process throughout the whole process, making the first check before entering the store, and setting up second checkpoints at the gateway of clothing entry.

The check standard is refined to a certain location, whether the stitching distance is within the allowable range of fine errors.

If the product is unqualified, it needs to return to the factory for repair or scrap, thus forming a strong constraint on the factory.

For cooperative small factories, MG small elephants have relatively greater autonomy, and the supervisors of production departments can independently arrange production scheduling.

Especially in double 12 big promotion period, small factories can adjust the production rhythm in real time according to the "sudden situation", react quickly, and match the order demand of MG small elephant.

In addition, MG small elephant specially invited the third party quality inspection organization to check the fabric composition and content in the early stage when purchasing fabric samples, and whether the price was reasonable.

Besides, the finished products should be tested comprehensively, including fabric comfort, anti pilling, color fastness, shrinkage and so on.

All qualified products will be put into production in batches.

The strict control of fabric ensures the quality of products on the one hand, and the production cycle is controllable within the other.

Because of the increasingly perfect supply chain system, in August last year, net red Ruan VC chose to cooperate with MG small elephants, and the operation, production, storage and delivery were all taken charge of by MG small elephant. After that, her store's sales performance has been significantly improved.

How to train millions of fans

MG's small Amoy fans are over 13 million, second only to the other Internet women's clothing brand Han Du Yi house.

In addition, the MG small elephant cooperation reached 500, the shop average UV reached 9 million, the daily number of micro scouring visitors was about 80 thousand, and the daily live UV reached 15-20 million.

In the wireless era, micro panning is regarded as a backyard for effective communication between shops and customers.

Vermicelli data verify the size and popularity of MG small elephants, but to really make friends with fans and convert them into purchasing power, MG has its own methodology.

In the past years of content operation, the MG elephant has gone through two stages.

In the 1 stage, MG small elephant mainly did one thing, attracting users through information, and settling users' interactions. The purpose is to see the fans' psychology and establish the trust of fans.

In addition to micro Amoy, it is also a joint person, through good goods, inventory, live broadcast, love shopping, guess you like location output.

In 2015, the double 11 ended. Mo Yu, who was the MG small elephant operator, summed up how to break the 6 million 500 thousand practical skills in 3 years.

In his view, before we get to the naughty stage, we should first consider three things: 1. what is the purpose? Simply interact or simply promote the product or combine it into one? 2., how can the copywriting be more vivid, more appropriate and easier to resonate? 3., what do fans need to do?

At the specific level of operation, first of all, in the form of simple, personalized good title and rich and interesting cover map are indispensable, will increase the probability of fans to open.

Secondly, content is king and style comes from itself.

Under normal circumstances, the content of micro Amoy is often divided into two nodes of daily activities and activities. In Mo Chou's view, the former is the best time to maintain the relationship between fans.

However, if we want to stand out among many brands, the most important thing is to form a content style that matches the brand tonality and fans attributes.

"A lot of people said they could laugh at me when they saw me, and there were fans saying that whenever they were in a bad mood, they would always come to me."

Mo Chou has positioned his style of writing as humorous, interesting and often black, so that the image of micro Amoy is very personalized, so as to narrow the distance from fans.

In order to increase interaction, MG small elephant has opened up every Friday's "Mo Chou Nocturne", "Tuesday Buyer show", daily "little elephant goodnight" and other columns, so as to cultivate fans to form the habit of fixed browsing micro scouring, increasing stickiness.

According to the hot topic, the discussion is another skill. For example, when the "song of joy 2" was hit, Wei Tao made a comment on "who is the best husband" and fully interact with the fans.

In addition, MG baby elephant also has daily live broadcast, wear content, etc., to teach fashion related skills and provide value-added services beyond clothing purchases.

If the daily micro tramway is a fashion information platform that grabs hot spots, then it is more like a shop window showing products to facilitate pformation.

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The meaning of the operation of micro Tao will eventually come back to brand operation and sales pformation. This part will be responsible for the contents of new activities, welfare and so on.

Before the campaign is preheated, publicity is promoted, activities are effective, and after the formation of an organized mode of operation rules, Mo Chou believes that copywriting skills and interactive play are the key to drive the enthusiasm of fans.

From the beginning of this year, the content operation of MG elephant has entered the 2 stage. The S2B2C mode will be launched. "Give me a B terminal, and I can lift the whole Taobao."

Li Guoqing, MG's head of operations, said in a super open class at Taobao University, "no content, no electricity."

He further explained that S is the supply chain, which provides the basis for the display of content materials; B is probably interpreted as content designer or disseminator, mainly including designers, big V, self media, net red, stars, etc. C is the content consumers and communicators on the platform, mainly including users and fans of MG small elephants.

In Li Guoqing's view, the B terminal is actually in a state of isolated content. They have a strong ability to produce content, but they can only operate independently, and can not deliver the content to the fans who need them in time.

Therefore, in this link, MG small elephants do not produce content, the main responsibility is to provide interested content for B terminals, and establish channels for communication between B and C terminals.

"MG small elephant will become an integrator of content ecology, and further expand the content they produce based on the characteristics of shops."

He said.

It's not just a clothing company.

The establishment of Hangzhou cultural creative Co., Ltd. is an important step in this mode.

In 2016, it was called the first year of live broadcast.

Platforms, institutions, businesses and Taobao people push forward to see the chemical effect brought by live broadcasting.

With a huge fan base, MG is also thinking about how to make the content more diversified by using live broadcast.

Since August last year, MG has tried to present live content in the shop every day. Later, it also enriched the dimensions of the content matrix, such as shooting small videos, model shooting scenes, and live warming.

When the live broadcast becomes a routine work, the demand for anchors is also growing. The Hangzhou culture and Creative Company Limited has come into being.

It is independent of the existence of MG small elephants, including content production, new media operations, and so on, and then pported to shops.

In March 2017, Yu Yan, a spokesman for the COO, admitted to reporters that there are two kinds of live broadcast of MG small elephants: UGC and PGC.

UGC is mostly personal anchors, mainly for random interaction between hosts and fans, while PGC produces professional content from operators.

In addition to richness, the latter also uses push flow machines and cameras to switch pictures.

With the maturity of the content production team and mechanism, in early March of this year, the culture of prime minister was upgraded to "anchor incubator", which was directly signed with a better anchor.

Most of these anchors are micro-blog Tatsu and have 3-5 fans, but they maintain good interaction because they often publish fashionable clothes.

And on Taobao live, it is more important to know that products and fashions are more talented than talents.

At present, MG has signed nearly 20 broadcaster hosts, and will also export anchor to Taobao shop, such as dreamhouse and Lady Qian.

Nowadays, MG elephant live almost every day, and the length of time extends to 12 hours a day. In order to meet the needs of consumers as much as possible, a live broadcast often needs three or four different styles and age anchors.

But will long live broadcast produce good output? In Li Guoqing's view, the live broadcast of MG has become a form of online customer service, so there is no need to use direct data to measure the current output, but also from the long-term source of traffic.

But it is not easy to cultivate anchors that are compatible with MG's small tonality.

The anchors not only represent the brand image of MG, but also convey the fashionable brand concept to fans.

First of all, MG small elephants will locate a label for each anchor and match the product pool of the corresponding style. Secondly, in order to improve personal accomplishment and tonality, MG elephants will bring them closer to fashion, such as spare no effort to bring them to Beijing fashion week, and learn from the experience of bazaar editor in chief.

All these high-quality content related to fashion will be sent back to Taobao platform, and directly generate relationships with fans through video, live broadcast or graphic text, and generate feedback.

In the view of Yu Yan, when MLIN culture becomes a content organization, in addition to serving the company's business well, it also needs to output anchors for other platforms, cross boundary cooperative marketing, or customize production contents for the brand side.

"Next, we will sign more anchors and have more ways of cooperation."

At this time, it has gone far beyond the scope of the operation of a garment company, and has successfully completed the business mode of fission.

More interesting reports, please pay attention to the world clothing shoes and hats net.