"Behind The Women Of Ma Yun" Family Business Double Harvest "Unique Secret"

"The women behind Ma Yun" will not only buy, buy or buy, they are also the indispensable commercial force in this era -- entrepreneurs.

This is a group of running goddess of entrepreneurship.

In the last second, they were still searching for girls, net red and live people. Next time, they collected opinions from fans and evaluation columns.

Discuss the style and go to the factory to check the progress of production.

They either grew up on Ali platform or moved from the offline line to seek broader consumption.

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They come from all walks of life, have different experiences, but with their wisdom and struggle, interpret the unique charm of women in the business world, and sounded the strongest voice of her age.

"The world is beautiful because of women, and the world is a world because of women.

Eternal women lead us up. "

At the first "global Women Entrepreneurs Conference", Ma Yun praised the beauty of women without any stingy presence.

According to the world clothing and shoe net, Li AI's "white paper on Chinese women's career and happiness" published by China pointed out that 70.32% of women consider career and family as important as 2016.

With the development of economy and the improvement of living standards, women are more and more concerned about their careers, especially those working in the first and second tier cities.

This shows that women are no longer concerned about their families, but they need a unique family business.

From the 600 pound family workshop to the world-famous international brand, she became the "star of European entrepreneurship", won the British IndexVenture1.25 medal from the British Royal Prince Charles, won the British Empire Medal from the British Royal Prince, and the Hollywood star was carrying her bag.

This is one of the most inspiring entrepreneurial stories in Europe. It is hard to imagine that the original intention of Julie Deane was to earn money to send the little girl who was bullied in school to private schools.

At first, because of its low starting point and low capital, Julie had to do everything personally.

She has worked in all the jobs of the company. She studied websites, designed logo, uploaded pictures to the social media, called the manufacturers, and wrote hundreds of mail to newspapers, magazines and Shi Shangbo every day.

Behind these brilliant things, people can not see.

At the beginning, Julie was produced in small quantities.

She found a designer who only made six Cambridge bags after designing, then took photos of them, put them on the Internet, and sold them later, then filled in the stock.

After sales increased gradually, Cambridge Bao received the nomination of the guardian's Christmas gift guide in 2009, and sales increased sharply.

After careful selection of investment partners, Julie's company began to expand rapidly.

She dug up the marketing director and technical director of some rival brands to enrich team strength, and added physical stores in London, Cambridge and Hongkong. At the same time, it launched a global layout in the US, the Middle East and Asia.

In December 2014, the Cambridge package opened the official flagship store in Tmall international and officially opened the first step to enter the Chinese market.

Chinese consumers will be able to place a direct order from Tmall, and receive 15 days' package tax free Cambridge package products sent directly from the United Kingdom.

Before that, Chinese consumers could only buy it through its official website, which increased the tax burden on consumers overseas.

Julie said Tmall had a very strict seller rule, which left a very good impression on her.

Consumers can access the real Cambridge package brand through this platform.

In Julie's view, the reason why Tmall chose to cooperate with Tmall is that Tmall can accurately grasp the needs of consumers by using big data technology. Many years of paction myth shows that it knows the Chinese market better.

From her full-time mother to the international top CEO, her most proud moment of glory is that she has fulfilled her promise to her daughter. Second, she should have created an internationally famous brand with 600 pounds.

Taiwan Nu candy has a market of NT $one billion.

This little naughty candy is not only the designated wedding candy on the wedding ceremony such as Mark and Gao Yuanyuan, but also one of the most popular snack foods in the world, which is voted out by 1 million 870 thousand people in the world. TOP10

At first, He Zixian, founder of sugar village, just wanted to make a favorite dessert shop.

In 1996, He Zixian founded the first "sugar village". After the shop opened, because of its exquisite packaging and beautiful appearance of sweets, it became the choice of Taiwanese hand in hand.

He is determined to make the most delicious calfskin candy. In the group of sugar village, there is a "try to eat the reward return area", and the sugar is scored by shape, taste and taste. After collecting the daily score, the new formula will be adjusted.

"Eat goods" to give sugar village Niu Tang evaluation is "soft and smooth taste, strong milk, after eating, always feel that buying less".

At a meeting in Shanghai, a boy was surprised to find that a sugar that he had eaten before was his Niu Tang's candy, which he hadn't found for a long time.

This incident led him to the idea of opening the sugar village to the mainland.

In 2013, sugar village finally opened its first "Tmall international overseas flagship store" in Tmall, and then opened Tmall flagship store in 2014.

After several years of operation and accumulation, it has also achieved good sales results. The total sales volume of the hottest items in the two shops is over 100 thousand.

Today, sugar village has also achieved the goal of buying the world to sell the world through Tmall. Recently, through the channel, it began to sell directly to Tmall users in Hongkong.

In the eyes of He Zi Xian, candy is "soul vitamin", and sugar village is her heart.

As the net red benchmarking, Zhang Da Yi undoubtedly eats the first red cake of net red.

Zhang Dayi entered Taobao with her model experience, helping Taobao shop "Li Beilin" shop products like Taobao predecessors. It only took 2 years to change from shop to first net red.

At present, Zhang Dayi's Taobao shop "my happy Wardrobe" has 2 gold crowns, 3 million 890 thousand shop fans, and its personal micro-blog "Zhang Dayi Eve" has 4 million 600 thousand fans.

In 2016, her store ranked second in the Taobao women's clothing category during the "double 11" period, and rushed into the billion yuan club to compose an enviable business story.

Today, net red and incubators are springing up like mushrooms, but Zhang Dayi still has the advantage:

First of all, when Zhang Dayi opened a shop, he set up a separate subsidiary with him.

As the pioneer of net red incubation industry, such as Han is the backing behind its continuous supply of blood, and has a solid capital chain and supply chain foundation.

Different from the net red hatchery or the net red, the mode is more closed, which is good at building up the whole link of the supply chain, and paying more attention to the production mode of the fabric.

Prior to Zhang Dayi's live broadcast, the company paid a lot of cash to make up the required customized fabrics.

Ensuring the return speed is one of the reasons for ensuring product quality at the same time.

Under the control of such fabric, Zhang Dayi's shop can prepare winter style from January, which is rarely seen in the net shop that promotes the seasonal season.

Secondly, team operation can quickly catch popular drainage channels and ways.

Zhang Dayi is one of the first Internet videos to introduce new products.

Before the birth of the short video software such as the second shot and the shadow, in November 2014, Zhang Dayi filmed her first 5 minute video.

In June 20, 2016, after Zhang Dayi's first Taobao live broadcast, the number of viewers reached 421 thousand.

In the absence of promotional discounts, the volume of new shops is about 20 million, and the price per passenger is approaching 400 yuan, refreshing the sales record of Taobao live.

Even so, Zhang Dayi is still trying to break through himself.

In 2016, before the double 11, Zhang Da Yi jointly released Warner Music's first single "skirt sold", and her many new products also circulated in MV, playing a mobile boutique shelf.

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Unlike the "lazy economy" that continues to develop online shopping, takeaway and home visits, Wang Xiao looks in the opposite direction, creating the brand as early as possible, aiming to provide people with a sense of belonging to those who are unwilling to be lazy, so that they can become more disciplined on their way of life.

Wang Xiao has a clear plan for his life.

She has been a host of CCTV, founded a public relations consulting company, worked as editor in chief of fashion COSMO, and wrote many popular books such as "women understand early", "three looks fragile", "100 days of body shaping with smart girls" and "rice crossroad question and answer". Wang Xiao Yi resolutely started a new journey -- setting up an inspirational female brand "as early as possible".

As early as now, there are two major product lines -- the early efficiency manual and the fitness brand Shape, and the successful operation of the two product lines is inseparable from her million level community.

Four years ago, the introduction of the efficiency manual was actually an unintentional move. At that time, Wang Xiao was a continuous entrepreneur. At the end of the year, he printed a batch of efficiency manuals as gifts to customers. At that time, he printed more than 3000 copies on Taobao, so that Wang Xiaomei thought that it would be sold out in just 15 days.

Until 2014, when sales exceeded 1 million yuan, the manual of efficiency began to operate as an independent brand.

Subsequently, Wang Xiao began to get involved in fitness clothes, which was the first time she chose the category in real sense.

"From the perspective of user feedback, sports fitness is their most urgent demand.

We sell not clothes, but a way of life.

Wang Xiao defines it as a brand operation company as early as possible, and its strength lies in content operation, including the production and output of content, and the operation of the community.

As early as possible, online collaboration with Youku launched the program of "100 days with Cheshire sister". Under the line, the waistline race was held to enhance the influence in the young group; the "cave project" and "M 100 day campaign" and other offline activities made the brand known earlier, and at the same time, the community's adhesive effect was reflected in the sales data of the shop.

Taobao sports category Xiao Er Wei told reporters that the sales curve as early as possible is very much like a red shop, that is, sales on the new day are very eye-catching, and the rate of consumer repeat purchase is very high.

Wang Xiao said that the replacement rate of fitness clothes was 43% as early as possible.

As attention is the economy today, Wang Xiao also has unique ideas in attracting and maintaining the attention of the audience.

If the production and output of content can attract the attention of the audience, Wang Xiao's community will play a role in maintaining the attention of the audience.

Wang Xiao has her own understanding of the community economy. "Many people think that to be a community is to gather a group of people together. This is a superficial understanding." she believes that the community is a kind of spiritual communication. "Like love, the appearance and property of the two sides are often not decisive factors, because communication between people depends on the soul."

If you go shopping in the two days, you will find that it is pushing a new makeup series -- Mary de Jia Color Studio.

In college, Cui Xiaohong studied mechanical manufacturing. After graduation, she was assigned to FSL in industrial technology. At the age of 31, she started her own business. Although she was born in engineering, she was very interested in fashion.

Many people asked her what chance she could make her resolutely give up everything stable and start her own business.

For her, entrepreneurship is an instant decision, and at the age of 31, it can still be full of possibilities.

Because of his short eyelashes, but can not find instant eyelashes to elongate products, Cui Xiaohong simply invented the world's first grafted mascara.

And her first step in the makeup world started with this little mascara.

She looks at life from a unique perspective, and the origin of science students is more sensitive than liberal arts students.

Last month, 3500 KFC stores quietly replaced the adornment ads with Mary de Jia. Posters with ice-cream and lipsticks were everywhere. KFC became "pink coloured", which made girls' favorite lipsticks and sugar canisters collide.

Mary de Jia created a 15 - second sale from a fringes mascara, and now has a company of 500 people in Shanghai, and succeeded in entering the color studio series for ten years.

In 2013, Mary de Jia began to set up an electronic business team to formally launch Tmall Tmall flagship store.

In 2016, Tmall double 11, in order to stand out in more mature cosmetics brands, Mary de Jia customized a small 5 color lipstick, 50 thousand products sold in Tmall flagship store, 24 hours sold out.

So far, 5 customized products have been tried out for Tmall platform, and the monthly sales of each item are higher than 10 thousand.

Tmall's customized products are not simply designed for new products, but also need to be coordinated with each other.

First of all, before deciding on R & D, every customized product is supported by data research, refining the category, concept and pricing of new products.

Secondly, in the process of product development, the sales plan should be worked out, and the quantity of the first batch and the later stage should be determined according to the hot selling data of the single product, so as to control the inventory and sales time.

Then, visual packaging is designed for customized products.

EVA emphasizes that vision is the first attraction for online products with high color value.

In this way, in 2016, Mary de Jia's annual sales volume in Tmall was close to 200 million yuan, ranking first in the domestic make-up category.

How you look at yourself determines your appearance.

Everyone is unique. Every soul has its own appearance. It has nothing to do with the outside world. It has nothing to do with others' eyes.

Cui Xiaohong created his own make-up kingdom as a creed.

Zhao Ruohong, a former host of SMG in Shanghai, received a double master's degree from Yale University and New York University.

After returning home, he fought for publishing industry.

The 73 hour high heel is the first brand of Zhao Ruohong's independent venture.

In February 2015, Shanghai Julu road high heeled shoes theme restaurant opened, Zhao Ruohong announced that the heels were born 73 hours, and showed 20 new shoes out, which sold out in less than a month.

Subsequently, the same name Taobao shop on line, Shanghai Rui department store, Jiu Guang Department store opened one after another, and gradually extended to Hangzhou, Nanjing and other places.

Zhao Ruohong, who has been dealing with high-heeled shoes for years, knows the needs of high-heeled shoes. At present, the style and comfort of high-heeled shoes are not satisfied in China. Therefore, in the face of the current situation of shoe supplier's electric business, she still chooses to create a brand of high-heeled 73 hours, and stands out among the many power suppliers.

First of all, 73 hours of high heels focus on content operation. Its WeChat public account, "73 cigarette paper store", is dominated by women. At present, it has four hundred thousand fans.

Zhao Ruohong said that extensive advertising can soon be effective, but the soul of the brand still needs time to develop slowly.

Secondly, high heels are designed for quick replacement in 73 hours, and insurance is chosen for consumption.

Every week, Zhao Ruohong and designer, product department and sales department will sit together to discuss new styles every week.

By checking the preferences of customers, according to the 100 design, retain the 20 ratio to determine the product.

In this way, consumers' freshness can be increased, and inventory control will also be helped.

At the same time, high heels 73 hours in order to achieve the accumulation of word of mouth, choose implant marketing.

Wang Ziwen and Joe Chen both wore high heels for 73 hours to attend the event.

The wedding shoes used by the "good husband" drama group received high attention for 73 hours.

These efforts, thus creating a high heels 73 hours per unit price of 1280 yuan positioning, but also created its access to tens of millions of investment opportunities.

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In 2012, when Liu Xiaolu spent 5500 yuan to rent a small office in Wuding Road, Shanghai, and began exploring business, she did not think that the underwear brand "NEIWAI inside and outside", which was founded by her, will appear on the other side of New York across the ocean and become the first Chinese brand to enter the high-end clothing market of the United States.

Liu Xiaolu, who started school in Hongkong at the age of 18, engaged in strategic analysis at Coca-Cola after graduation. After that, he resigned to study finance in University of Washington, and returned to work in 2008.

In 2010, during pregnancy and maternity leave, Liu Xiaolu burst into the idea of starting a business.

An unexpected conversation with Yu Xiaodan, a lingerie designer who lived in the United States for a time, struck the two men's idea of creating high-end underwear brands.

In May 2012, the first batch of products were successfully launched online after more than a year's repeated design, print and detail modification.

At the initial stage of positioning the brand, Liu Xiaolu grabbed "comfort" as the key word, hoping to rely on design and fabric to replace the style changeful and support the product form.

In 2015, no steel rim underwear was the sole underwear product inside and outside, occupying 50% of sales.

Unlike most domestic brands, the product models of foreign traditional underwear brands are introduced inside and outside China, which mainly include basic and classic products. The entire product frame contains only four categories, namely bra, underpants, bottoming clothes and home pajamas. Among them, only pajamas are male, and two no steel ring bra products support brassiere.

In December 5, 2014, the two basic underwear inside and outside were on the Journelle line.

The platform uses the cooperation between independent B2C online platform and 3 stores in New York after buying products from brands.

At present, there are nearly 100 traditional European and American brands, including many famous brands such as La Perla, Chantelle and Siomon Perele.

With the influence of Journelle, both inside and outside the New York market are emerging.

Not only that, the flagship store inside and outside Tmall is officially open, priced at 249 yuan.

"On the electricity supplier level, the average price of the underwear on Tmall is 105 yuan, and our original customer list is 400 yuan, which is a deterrent to young people."

After testing different price segments, Liu Xiaolu found that between 140 yuan and 200 yuan is a relatively vacancy stage for the market, which is also a price that consumers can afford to buy quality products.

In order to further expand the customer base, we adjusted the price inside and outside, and launched a 169 yuan zero sensitive entry series to capture young women.

In April 2015, we won the angel investment of real fund and famous VC and tens of millions of Renminbi investors.

Among them, Xu Xiaoping and Wang Qiang, two partners of the real fund, have given great attention to this project.

At the end of 2016, the venture capital was invested by Kai Fu capital, and the real fund was financing with tens of millions of RMB A.

After 80 years of age, girls had serious skin problems from puberty.

So after graduating from college for many years, she decided to find herself an ultimate solution -- to become a SENJADE brand without added and effective skin care.

In the second half of 2012, he opened the Taobao store, and worked with a Taiwan research and Development Institute with thirty years of experience in cosmetics development. The first time he put on 4 mask.

Previously, the work experience of beauty editor also accumulated a large number of resources for her. At first, she was presented and tried by friends circle, spreading word of mouth in a small scale.

In 2015, Tmall entered the platform, and insisted on branding operation at the beginning of its creation, not merely selling goods, so it did not appear to be uncomfortable when switching on different platforms.

At the same time, Mori Zhi is also trying to line down the channel, currently settled in the family convenience store.

The founder became net red.

At first, he only sent micro-blog's record life. Later, he found that fans were constantly leaving messages and forwarding questions, asking questions about products and skin care.

What did not happen to her was that after three or four years, she became a net red carelessly. She also brought the Internet brand with mask.

Now, as a beauty tattoo, Sina has more than 300 thousand fans of micro-blog, and Taobao and Tmall have opened stores, with a total sales of more than 100 thousand yuan loyal users, old customers accounted for 60%.

Short time and frequency are regarded as a big breakthrough in the diversified content of net red.

At the end of 2016, Mori Zhi built a professional content production team, from editing, directing, photography to later editing, and gradually formed a set of benign and standardized production mechanism.

This year 618 was the first time that the SENJADE flagship store took part. The opening hours were 10 hours, and thousands of boxes were stolen. 12 hours, the turnover was 60 times the normal daily sales.

On Taobao, there are such a group of "special" magic bean mothers.

They were strangers to each other, and each had their own misfortune or difficulties, but they supported a special Taobao shop.

They have a common name -- magic bean.

In 2006, divorced, Huang Yinhua brought her 5 year old daughter to life.

In 2009, Huang Yinhua was chosen by Taobao as the mother of magic beans. He received five days' training, and started a fund of ten thousand yuan. A computer was completely unaware of it at the time. He successfully opened the shop on the five day, sold the camera and restored confidence.

At that time, Taobao Xiao 2 called, "Huang Yinhua, do you know how much you sell this year?" 2 million, let Huang Yinhua be shocked, 13 year old sick and disabled, from 19 years old rural Ezhou to Wuhan to start business, has done all kinds of things, only online shop, let her deeply feel the magic of the electricity supplier.

Let a person with a low educational background, a disabled person and a bad job get a 2 million annual sale through a network cable and a computer, and things are sold to the whole country.

In 2010, she set up a sunshine vocational training school to provide free entrepreneurship training for disabled people.

Today, sunshine school has nearly 30 teachers, 1/3 of whom are graduating students. Over 6 years, sunshine schools have trained nearly 20 thousand people, and the appeal has already spread the net to the whole society.

In recent years, in addition to vulnerable groups, even Han Zhongjie owners, post-90s college students, government and enterprise departments have come to "seek training".

Huang Yinhua was graciously referred to by the cadets as "online shop owner".

Seven years later, Huang Yinhua's "sunshine" school helped more than 3000 vulnerable groups to achieve entrepreneurship and employment. Wuhan's "magic bean Mom" encouraged each other and supported each other. They usually met together to introduce their mothers to their single parents, and their lives gradually improved.

Among them are Taobao shopkeepers, customer service, and some through the training course of electricity providers to achieve employment and work in community service stations.

Amelie and Pierre are two foreigners designers who founded a children's wear brand "Tang roulou" in China.

In 2006, a casual meeting, Pierre met in Beijing, "Amelie", heard that she was designing some interesting things, both Chinese flavor and French skills, the two hit it off and talked about entrepreneurship.

At first, many people felt that Tang 'roulou's children's clothes were too "ghosts and horses", bright colors bold, Chinese style cut western style creativity, strange ideas in the details.

For example, use the Chinese button to decorate and to embroider the characters with the method of locking.

But if you have free time, the two will go down to the countryside to pick up the wind, bring back what they see and hear, and collide in the design. "Inspiration is not a sudden visit. We like Chinese culture very much. They are buried in the heart like seeds and slowly accumulate," Amille said.

Ten years, such as one day, Tang 'roulou still insists on two designers to operate in person, every season is limited production, not blindly chasing the list; sell well style, will also come back to adjust, ensure that there are constantly new implants.

For a long time, Tang 'roulou has accumulated a good reputation, including "the number one fan" - Liu Ye's No1, who has worn almost every boy's clothing in his family.

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