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Every woman has a beautiful and fashionable "ambition", whether she is thin or not. This is the business philosophy of a couple of 85-year-old husbands opening Taobao. This local netizen named "100% large size" has been cultivating large-size women's clothing for ten years. From the initial three months of the store, there was no order, and now it is the first sales of Taobao national large-size women's clothing, 2016 The sales exceeded 100 million yuan, and this year plans to exceed 200 million yuan.
Open shop for fat girl dressing service
Into the second floor of the Chongqing Network Business Park, "100% large size" office, more than 10 customer service is sitting in front of the computer busy code. Luo Yuheng, general manager of the company, said, “Initially, we are a typical Taobao C store, that is, a personal-to-individual trading shop.†Luo Yuheng said that the founders of this store are Qin Zhen and Liu Wei, both of whom are 85. Later, it was founded in 2007.
Luo Yuheng and both husband and wife are both Tongxian fellows, and they are also small. At the end of 2014, “100% of the big code†managed to grow. When the first financing, he entered the company with funds.
That year, the couple graduated from college, just employment soon. Because the threshold for opening an online store is not high, the two started their first venture with a mentality of trying. At the beginning of the business, after they visited the market, they decided to position their target group as “fat sisters†to serve their pre-dressing.
“In fact, the traditional women's wear market is wider, but they find that obese women buy clothes and can choose to shop in a physical offline store. This is a business opportunity.†Of course, when the conditions are simple, there is no special office space, .
Ten years adhere to the national sales number one
They also entered the year with large size women's electricity supplier market, there are several in the country, we are all competing. But in the past ten years, the big waves have washed away, and when I look back, I find that many shops that did well in the past have disappeared. Only they have been persistent, and their current performance has steadily increased.
But in retrospect, at the beginning of the three months before the opening, I did not receive an order. For the original choice, the couple also began to hesitate. In the fourth month, I finally got the first order, followed by the second and third, and the order volume began to increase. After that, it developed to an average of more than 100 orders a day, and continued to be stable.
In 2012, for the sake of greater development, they moved their office space to the Chongqing Network Business Park. Subsequently, they began to adjust their focus to "create a fat sister fast fashion" as the vision, work on style, packaging, fan interaction, and made a good mistake.
From 2015 to 2016, it is the fastest growing stage of the store, and the operation is relatively stable. In 2016, the store's sales exceeded 100 million yuan, and the annual order volume exceeded 1 million. Became the sales volume of Taobao national large-size women's clothing, the first place in sales.
"Liu Wei was not fat before, but after giving birth to a child in 2014, he gained weight." Luo Yuheng said that Liu Wei felt that it was an opportunity to personally take a self-portrait, and now all the styles in the store are her own version. Shooting.
At that time, many Taobao women's clothing stores were popular on the high, please professional models to play the photo. Instead, the customer has an unreal feeling, afraid to place an order, fearing the embarrassment of the entire "seller show and buyer show." And Liu Wei’s self-portrait is a light breeze, making customers more cordial and intuitive. The owner's self-timer has a net red effect, and the fan road quickly reached nearly 1.3 million.
Now, Liu Wei still insists on broadcasting live on Taobao, and the effect is very good. They have always paid great attention to new media communication, focusing on benign interactions with fans and customers.
During the double 11 period last year, their stores exceeded 3.8 million yuan in sales, and this year's double 11 is expected to exceed 6 million. According to Luo Yuheng, at present, their stores can reach an average of 4,000 orders per day. At present, they are still growing steadily. The unit price of autumn and winter clothing in the second half of the year is high, which is an important period of growth. Their target for this year is sales of more than 200 million yuan.
Single store drives the industrial chain to achieve localization
Luo Yuheng said that from the Taobao market, the market share for large-size women's clothing is still increasing. However, "100% large size" has a common shortcoming with Chongqing's major online merchants, that is, the main source of supply is mainly in Jiangsu, Zhejiang and Shandong.
In order to let the industry chain follow the market and follow the store, they decided to move the supply chain back to Chongqing and hold it in their hands. At present, several garment factories have been identified in Chongqing to process garments for them. And set up his own garment factory, which is currently in trial operation.
With its own processing factory, the style is becoming more and more important. Since 2015, Liu Wei has been responsible for going to Korea for money selection. Going two or three times a year, you have to choose hundreds of styles at a time. It is the first time to introduce international fashion styles into the country and provide them to buyers.
At the same time, they should also increase the number of large-format men's wear, large-size children's wear and high-end women's clothing, etc. at the request of fans.
At present, the entire company has solved the employment of about 100 people, and the employees of the future garment factory will be in place, and will reach about 200 people. In addition to other suppliers, there are more than 500 indirect jobs.
Chongqing Internet Business Survey>
Become these products through the e-commerce, sold to the world
On July 11, five years later, Alibaba restarted the online business conference again. From 2004 to 2012, Alibaba held 9 consecutive online business conferences, witnessing the rapid development of China's e-commerce.
What is the current status of Chongqing's online business community? How many people are engaged in online business, and what products in Chongqing have been sold to the whole country and the world through online merchants? In this regard, the upstream news - Chongqing Morning News conducted a survey of local network operators in Chongqing.
Chongqing has more than 100,000 online stores
According to Hu Gang, president of the Chongqing Internet Business Association, according to data from major e-commerce platforms such as Taobao, Ali, Jingdong, and HC, there are currently more than 100,000 online stores in Chongqing. The self-built network platform of Chongqing's main city and districts and counties has nearly 6,000 large and small. From the perspective of big data analysis, "currently there are more than 20,000 active and well-operated companies in Chongqing's more than 100,000 network operators."
The operating level and profitability of the entire Chongqing network business, according to data released by Ali before, Chongqing online business ranks 17th. It is placed on a national level and belongs to the upper middle level.
Although Chongqing's online retail industry is developing rapidly, compared with the developed coastal areas, especially the provinces such as Zhejiang, Jiangsu, Fujian and other national network business centers, there is still a big gap in the overall level. There is still a lack of well-known online shopping platform in the online retail industry. The overall strength of the company is not strong, and the supporting industry is weak.
Goods representing Chongqing business cards are more popular
According to the analysis of product types operated by Chongqing net merchants, about 60% of the products sold by online merchants are not necessarily made in Chongqing. In the specific environment of network opening, the geographical characteristics of net merchants' products have been broken. This is a normal phenomenon. .
Chongqing local products, which are mainly sold by Chongqing net merchants, mainly focus on agricultural special products, snack foods and light industrial products. Among them, the star products belong to Chongqing hot pot bottom material, beef jerky, pickled pepper, melon, peach, strange flavored pea, rice candy and other leisure foods. Because the network of customers is mainly for the whole country, these products that best represent the characteristics of Chongqing business cards are of course the most popular.
The advantages of light industrial products such as clothing, shoes and hats made in Chongqing are not obvious. This is related to the industrial structure of the city in Chongqing. As an industrial city, Chongqing is a weak light industrial product. In recent years, the most popular online products are mainly light industrial products and products with lower customer unit prices, which indirectly caused the relatively low level of development of Chongqing's network operators.
Chongqing network business innovation ability needs to be improved
According to the data provided by the Chongqing Internet Business Association, the developed areas of the Internet business must be centered around the developed areas of the e-commerce platform. For example, Jiangsu, Zhejiang and Shanghai regions have relatively complete supply chains for regional products. Jingdong, Taobao and other large-scale integrated e-commerce platforms have settled here.
However, throughout Chongqing, the comprehensive platform of physical transactions is basically not available, and local network operators are difficult to interface with rich platform resources, which also causes the overall level of Chongqing network operators to be not high enough.
Secondly, with regard to personnel issues, Chongqing comparative lack of network operators in high-end talent. As a result, the ability of e-commerce innovation capability needs to be improved. For business models, product R&D and design, and long-term packaging marketing, Chongqing online merchants are more likely to copy, no innovation, always follow others, and the first-mover advantage is not obvious.
Hu Gang believes that in recent years, Chongqing has been improving the development environment of e-commerce, and has introduced many related policies. Chongqing e-commerce development has made great progress. However, he believes that in the future, the implementation of the policy is worth further exploration.
Chongqing network operators should pay more attention to brand cultivation
Is there a good online business brand in Chongqing? Of course, there are some answers. For example, Chongqing’s “100% large size†and “Wushan Crisp Li†are among the top in the nationwide online business.
Hu Gang believes that these two most representative brands represent the two aspects of Chongqing's light industrial products and fresh agricultural products. Their success has one thing in common: focus on branding.
For example, Chongqing “100% large sizeâ€, deepen the market segment, pay attention to fans to cultivate interaction, and strive to make branding deeply rooted in the hearts of the people. Nowadays, it has become the first in the country's large-scale clothing, with sales exceeding 100 million. Through the cultivation of the brand, it plays a leading and demonstrative role, driving the rapid development of e-commerce online stores, and at the same time pushing the industrial chain to develop and upgrade, and settled in the local.
The “Wushan Crisp Li†is one of the most successful cases of single product creation in Chongqing agricultural products. Guided by the government, we invite third-party professional organizations to operate, unified marketing, publicity and planning packaging, and make the small plums in the hinterland of the Three Gorges a high value-added, highly branded agricultural product. Now on the Internet, the price of a plum can reach 3 Yuan money.
Its successful experience is reproducible, breaking the current Chongqing fresh agricultural special products, the scale is not going to be standardized, and it is impossible to touch the net. Currently, Liangping pomelo compensation formula being copied this model, and achieved QS quality certification, stationed in third-party network platform.
Chongqing girl is in good shape, dress style is Korean version
Chongqing women's clothing in the national market is also relatively well-known, so the local women's clothing sold online, which brands topped the list? What kind of style does Chongqing girl dress prefer? What kind of fabric do you like? Under the monitoring of big data, there is an answer.
According to the monitoring statistics of the sales data of various e-commerce platforms in the first quarter of 2017, Chongqing Zhihui E-Commerce Planning and Research Institute is a hot spot for daily online shopping of Chongqing people, and clothing has become a boom in online shopping.
In the first quarter, sales of apparel shoes and bags were 2.7 billion yuan. From February to April 2017, data shows that women's clothing accounted for the highest online sales market, accounting for 52.4% of sales, while men's clothing is relatively low, accounting for only 8.9%.
According to the data of the Chongqing real estate women's brand hot list, “Fat Nine†is the first, followed by the brands: DALUSTUDIO, CCQUEEN, LILY/Lili, Drip, Xianli, SUPPOD, R.BEAUTY , Ou Biqian, Gao Chang. Yimei. These ten brands are popular with online shoppers.
In terms of style, in the current fashion trends, Chongqing online shoppers prefer women's styles in order: Korean, street, simple, sweet, lady, OL and so on.
In the choice of fabrics, Chongqing online shopping is also very special, the first is actually denim , followed by cotton, chiffon, tweed, cashmere, knitting.
Through big data analysis, to see the whole Chongqing garment industry, apparel shoes bags than any other type of online shopping boom, women's individual needs more and more obvious, skin-friendly environmentally friendly, more and more intense.
With the rise of e-commerce, most of Taobao's stores have professional data collectors who will analyze data based on multiple systems, and then combine this information to assist with the most basic business decisions, and decide how to release the next new product model. Whether it is necessary to expand new categories and so on.
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