Green Box CEO MS: Positioning brand electric business value data mining

Green Box Network Technology Co., Ltd. CEO MS

Children's wear business is more difficult than the financial crisis period. Shanghai Green Box Network Technology Co., Ltd. CEO Ms told the "manager", children's wear enterprises have another way of living.

The green box has experienced the pain: 2008 from bankruptcy "Only one decision", with a last-ditch idea of the transformation of E-commerce. 3 years, not only to maintain high-speed growth, and attracted the Disney licensing and VC 120 million yuan investment. By the end of 2011, the enterprise by Deloitte as the Asia-Pacific region High-tech High-growth 500 enterprises, to 300 million sales, stable children's wear electric dealer first.

How can the green box quickly complete the transformation from death to life, Yusen to Sheng?

The choice of life and death

Green box growth and ebay, Taobao, solidarity.

2003, out of a hobby for children's wear, MS and her three pioneering partners, their own design of children hanging to ebay, unexpectedly in short supply. In order to expand, Ms Think of a way, with low price acquisition "tail single (foreign trade enterprises surplus products)", and then modified and collocation. Only one year, the green box incredibly become ebay children's wear sales champion, Wu himself also become a super selling hands.

But 2005 years later, as ebay declined, Ms decided to go offline. For the eyeball, Ms Green box for the company's exclusive name, launched its first brand: Miss Modern (Miss de Mode). Then began to recruit franchisees. Ms said that the green Box peak has 147 franchisees.

"2007, we got to the point where we couldn't handle orders." "Ms describes this wonderful retail period.

But the green box was soon hit in the fall of 2008. Affected by the financial crisis, franchisees began to repent orders. Ms only two options: first, and join the lawsuit, Sue the other side of the breach; two, oneself bear 20 million in the library cost. Ms revealed that at that time only 200,000 cash left on the book, at any time to pay suppliers.

In front of Ms three ways: there are channels to buy 2 million buyout "modern Miss", green Box can take the opportunity to escape; Declare bankruptcy, start over; Ms chose the third route.

Ms thought of the inventory moved to Taobao, but still want to do the final peace talks with dealers.

The next May fair, dealers not only did not concede, and there are as many as 70 people boycott green box Taobao. Finally, Ms made a difficult decision, completely give up the dealer, thoroughly embarked on Taobao. As a result, the green box returned to the line again.

Transition Power Supplier

In the end how to sell children's clothing online?

The green box, though converted from electricity dealers, was 2005 years ago. From December 2008 to May 2009, green boxes did not greet consumers on Taobao. The situation was not broken until the summer of 2009.

Ms that in the past the advantage of ebay is original. As a hobby, Ms soon thought of the concept of Rose, and personally designed two sets of girls dress "Greek rose" and "Kyoto rose." How is the price set? At that time the net goods average guest price is 50 yuan, but Ms insists the price set at 128 yuan. Taobao internal forecast, this set of Rose Series at most sell 1000, but the miracle happened, then sold 8,000.

This allows MS to find the feeling of doing the electrical quotient: Personalized products + data mining.

Products, MS on the one hand continue to derive the concept of rose, the development of Rose series, on the other hand launched a new brand of boys "love to make", from breaking the past only to do women's wear barriers, the product coverage completely open.

In the field of data research, the green box sets up the data Research department to study the design elements and styles of selling in terms of actual sales, user's message, Sales speed and inventory. In addition, the system supplier "Tauis" solution, to create a complete homepage.

At this point, the green box seems to have established the prototype of the electrical business: There are brands, products, have a homepage, there are corporate entities.

Ms concluded that the green box growth rate in the past three years was 1955%. From offline to online children's wear enterprises, not only the green box family, but why green box growth rate higher than the industry average?

B2b2c

Internet expert Shangxiang that the future will be "Taobao, consumer platform, traditional retail channels, traditional brand" four models of standard. And the green box is both.

First look at Taobao and the model combination of the platform: the first 3 years, the green box not only from Taobao to learn 70% of the sales source, and then set up the official website, and through the Jingdong, where the customer, when the client platform for distribution, to achieve another 30% revenue. This Taobao as the core, combined with other platform channels of the electric business model for the green Box opened the national market. From its 1800 cities, the commitment to delivery of goods to payment, the green box has been completed on the line of the national layout.

Then look at the traditional retail channels and traditional brand combination: green box with entities and brands into Taobao, when, as the consumer Taobao, has not upgraded to "Amoy brand", but the green box into the B2B2C, will become the consumer. After the green box to log into the "Taobao Mall" lay the foundation. According to MS, is currently studying the online retail profit model. Green box strategy is very clear, is to complete the line and offline encirclement.

Focus on the green box operation Core issues: how to improve the customer experience?

The customer experience involves an online experience and a "last mile". Ms that the green box positioning is the brand electric dealer, is not a platform, so the "last Highway" is not the green box core competition, she put the distribution to a third party, focus on transforming the front end.

Green box growth too fast, peak stage even a day to break through 50,000 single, the original system often appear "oversold (the next single success, backstage no goods)", which reflects both the high growth of green box, but also to the green Box system challenges. To this end, Ms set up 30 people IT team and 200 people's customer service team, at the expense of millions of development of ERP and call system, trying to improve customer experience, increase conversion rate. "The background support capability is now planned to be available for at least 2014 years." "Ms said. If the green box expands beyond expectations, it does not rule out the possibility of another system upgrade.

From the product-driven to the formation of brand electric business prototype, the green box only 3 years, but now have to face the third transition acceleration: How to switch from the brand to the service-type electric dealer? Ms need to think more.