Zhang Jingwei'S Clothing Business

Because of her long suffering, she saw it.

The vast market, the creation of "MS SHE" brand, and by the end of 2011 occupy Taobao platform large size women's clothing sales of 20%.

"There are also some selfish elements," Zhang Jingwei explained to the selection of this product category.

At the very beginning,

There is only a vague concept of how to start a business, and even where to start your own company comes from "hearsay".

A friend told her that there were many garment foundries in Panyu. She then pulled a suitcase from Beijing to Guangzhou. After investigating the local foundry resources, she opened the door and settled her headquarters here.

After the gradual expansion of the designer, version Master, car dealer and team, Zhang Jing Wei launched his first generation of products, and over 50 pieces of 3000 yards of women's clothing were sold out quickly.

But Zhang Jingwei soon discovered a problem that puzzled her for a long time: "fat people's body is more complex, some are S fat, some are big."

In order to solve this problem, "MS SHE" has experienced the replacement of three generations of designers, and even Zhang Wei Wei did not make substantive breakthroughs in his own battle.

It was not until the beginning of this year that the new designer took office to let her sigh on this issue.

But at present, "MS SHE" can only design sizes for chest girth, but can not provide finer size service for customers of different sizes.

In the future, Zhang hopes to achieve the design based on big data induction through the accumulation of customer size, and has achieved nearly one hundred thousand customer data accumulation.

"Taobao data" shows that in the "MS SHE" brand of customers, more than 70% of the customers are concentrated in women between 25-35 years old, and the share of customers with moderate consumption exceeds 95%. "In the environment of Taobao passenger price (the number of customers should be divided by the number of customers on that day) 140 yuan, of which women's clothing price is 220 yuan, we can achieve 320 yuan per unit price."

Visible, on the Taobao platform, its brand premium has emerged.

Zhang Jingwei predicted that this is also a more realistic profit growth point in the future.

Because of the huge difference between design cost and production cost, business is usually done by increasing the number and price of duplicate orders.

In this regard, "MS SHE" is also actively cultivating customers, launching high-end single products every quarter, and gradually improving the value of single products by selecting better materials to achieve the overall upgrading of the product itself.

At present, "MS SHE" is mainly concentrated in online sales, and its promotion is mainly through Taobao activities, Juhuasuan and social media marketing.

Social media is the main promotion means of "MS SHE".

From the beginning of the store QQ group emotional marketing, to the current micro-blog promotion.

This may be a little immature, but it has a very high cost performance for start-ups with little money.

"In fact, we have not invested too much energy in promotion."

Zhang Jingwei said.

She worries that the short time and large scale increment of passenger resources will bring too much pressure to the operation team, "to a large extent, it is also because the current supply chain can not support".

Supply chain integration is the heaviest burden of "MS SHE".

Most products of "MS SHE" require foundry. Due to the high requirement of high positioning, the manufacturers currently cooperating with them are mostly a second line clothing brand foundry, and this part of factories has been accustomed to one to two months' delivery date. It is difficult to meet the actual delivery demand of Zhang Jing Wei for 15 days.

For manufacturers, due to the "MS SHE" more high-end fabrics selection, the order period of these fabrics is very long, and it is difficult to connect with the fast reaction mode of Taobao store.

This year, it is a Macao factory for its down coats. It has the technological strength of the international first-line products, signed in April, and the production schedule has been discharged to September.

"For these products, we simply can not turn the bill."

Zhang Jingwei made no secret of the difficulties he faced.

"We must do things under the line". Zhang Jingwei's layout for future development is more inclined to develop under the line.

Now, the unit price of "MS SHE" is already close to the bottleneck of online price, and the channel under the line also carries its demand for creating more profitable space.

In her plan, the salon store model will be adopted in key cities in the future, opening experience hall in high-end office buildings, providing customers with a more intimate shopping environment and constantly upgrading their brand image, and the customized business that may develop in the future will also be based on this.