What Is The Experience Of Orolay'S Exploding Fire?

A product from Jiaxing, Zhejiang.

Fire.

The largest electronic business platform in the US

The homemade down jacket, called Orolay, was sold on Amazon's "women's down coat" category.

It is worth noting that this is the same as "

"(Canada Goose) is the same as the down jacket, designed and produced by an unremarkable company in Jiaxing.

Compared with the sales volume of "triumphantly advancing" products, the company named "Jiaxing Zi Chi Trading Co., Ltd." (hereinafter referred to as Jiaxing Zi chi) is very low-key.

"We are all busy today. There are so many phone calls. Now more than 20 media have contacted us."

On the afternoon of February 26th, Qiu Jiawei, founder and general manager of Jiaxing Zi Chi, complained to reporters.

From time to time, he looked down at his cell phone, the voice of the message was always ringing.

Domestic brands become Amazon's explosive fund

The down jacket of their own production suddenly became a hot topic and a hot topic of public opinion. Obviously, Jiaxing Zi Chi did not think of it.

However, the evaluation of the outside world is not only simple.

According to the world clothing shoes and hats net, Orolay women's thickening down eider became the "burst money" of this winter, and thus established a place. The down jacket from China has its own theme tag, and even its own Instagram account.

The report says that for the luxury industry, it also represents a "destructive threat" that has long been feared by European luxury brand executives and owners: Amazon's ability to sell fashionable products, the ability to make fashion products in China, and the fact that traditional luxury customers believe that spending less money is also a fashion.

Reporters noted that Orolay's down jacket is priced at 129.99 to 139.99 dollars per piece on Amazon and 90% of its body and sleeves are duck down, which is only about 10% of the brand of Canada goose and Moncler.

Up to 7 hours in February 27th at Beijing time, there were 6569 comments on the Orolay women's thickening down clothing products sold on Amazon, of which 82% of the four star and five star reviews accounted for 82%. Many buyers uploaded buyers' show videos to express their praise for the down jacket.

A recent commentary shows: "this coat really can't pick out anything wrong, it's warm and comfortable, and it's big enough. It's okay to wear a sweater inside."

I am 5 feet 6 inches tall and weigh 118 pounds. I bought a trumpet.

The dress is wonderful.

I saw a comment that I need to pay attention to the zipper of my coat, but my zipper is all right, I will recommend this coat and I will buy it again! "

As a matter of fact, as early as a year ago, the Orolay down jacket had already been burned.

Last March, the United States reported that Orolay down clothing frequently appeared on women in the upper east side of New York, while the upper east side was the rich area of Manhattan and the core market of luxury goods sellers.

This down jacket is even called "The Amazon Coat".

Vertically integrated business model

The third party platform shows that the registered capital of Jiaxing Zi Chi is 500 thousand yuan, and the legal representative is Qiu Jiawei.

Public information shows that Jiaxing Zi Chi registered in August 2012 and landed on Amazon in 2013. Meanwhile, the company's brand Orolay has its own official website.

Its official website shows that since 2006, the company began to operate down garment business and strive to take the road of brand management. One of its main goals is to build a fashion brand that is popular with people in North America and Western Europe.

So what is the size of the company? What's so special about its design, production technology and so on? Around the above questions, on the morning of February 27th, the reporter called Jiaxing Zi Chi several times, and the company's wiring personnel told reporters: "we don't know why. There are many news reports recently (about us), and we have many media contacts to say that we want to interview, but we need to make an appointment here."

Later, the connection officer added, "our down coats do sell well."

On the afternoon of February 27th, the reporter came to the Hui Cai building in Jinsui Road, Jiaxing. The office of Jiaxing Zi Chi was located on the 7 floor and 12 storeys of the building.

There are four glass doors in the office area. One of the doors is Qiu Jiawei, the founder and general manager of the company, and Ding Junyi, the head of the company's operations.

After the reporter showed his intention, Ding Junyi told reporters that there were many media in recent years, including CCTV and surging news. "But the company is not accepting media interviews at present. There are no media interviews before. We need to consider and integrate the media again, because this is the first time that the company has received large-scale media coverage, and we should be cautious."

Ding Junyi told reporters that the company's design center and production plant are located in Jiaxing and surrounding areas.

At the same time, reporters learned from the state of its social networking platform that Orolay has already entered the European market and has warehouses in Europe.

The company seems to have been caught off guard by the popularity of its own products. Qiu Jiawei told reporters that there are already more than 20 media link companies: "you see, we are all busy today. There are so many phone calls.

I am sorry to have contacted you again after our unified arrangement. "

Reporters noted that before, the company introduced its business model on its official website: "with the increase in global wage and pportation costs, we believe that our vertical integration business model is the least resistance path."

Cheng Weixiong, general manager of Shanghai Liang habitat Brand Management Co., Ltd., told reporters that "vertical integration" means that factories directly connect users with brands, retailers and traders.

He further analyzed, said: "quality factories can directly connect users with similar platforms such as Amazon. Such a business mode can make many high-quality factories, traders, designer studios and small and medium-sized brands expand the user market, and also have the opportunity to go abroad."

But there are also people in the industry who believe that this mode requires higher management and control capabilities.

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