Daily sales 10.5 million: Amoy brand "green box" brilliant electric business legend

A few days ago, the end of Taobao will kill technology once again set off a network shopping frenzy. 135 well-known brands and Amoy brand 50 percent. It is in this day, Amoy brand "green box" children's wear a sudden rise, set a daily sales of 10.5 million yuan record, wrote a brilliant electric business legend.

Two years to make "Amoy brand children's Wear" No.1

In the 2006, designer Ms had her own children's clothing brand "Miss Modern", but the 2008 financial crisis has put "Miss modern" into trouble. Ms decided to explore alternative, water e-commerce. Did not think this was the dealer's efforts to oppose, and "no longer order" to coerce.

Nasty under, MS "cut" the country's more than 100 children's clothing entity shop, with a room inventory, began to enter E-commerce. At that time, the "green Box" book on the balance of less than 200,000 yuan.

Two years later, the "green Box" of the first sub-brand "Missdemode" (Miss Modern) has been in the minds of consumers have considerable influence, sales continue to climb. Since then, the "green Box" has launched the "M.i.lboy" (Love Manufacturing) and "Jennybear" (Jenny Bell), the birth of "twin siblings" as "green box" to earn enough popularity. "Green Box" jumped to Taobao on the first children's wear brand.

Two-month rapid financing 120 million yuan

Between October and November of 2010, the "green Box" was a lightning bolt for two of times. How do you spend 120 million yuan? By convention, many of the companies that are invested in the idea is to smash ads, increase market awareness.

But Ms did not. Before the first round of financing, her annual advertising fee is only 8% of the total income. August 2010, "green Box" launched a new brand "Jenny Bell", just 3 months, to get the marketing prize Taobao, month sales breakthrough million, but the brand's actual promotion fee only used 800,000 yuan. Compared with other successful store Taobao promotion costs 15 million-35 million yuan, "Jenny Bell" has undoubtedly created a miracle.

Statistics show that from 2010 1 to September, the "green box" input-output ratio is only 1:12. When investors see this data, they always feel incredible. Ms said, there are rich second generation with more than 30 million yuan into E-commerce, so miserably and return. "The money is not so burning. "Ms adhere to good steel in the blade, money to be used in brand building."

"To let customers remember your brand, you must practice the internal strength." Ms said, "' Green Box ' will set up a customer Experience department, open more Customer experience Center, according to the proportion of customer purchase satisfaction, product loyalty and after-sales service recognition." “

"Heart Strong" is competitive.

With the rise of Amoy brand concept, many small famous Taobao shops began to gloat, they think as long as the "Amoy brand" can be divided into the market a cup of soup. But Ms doesn't see it that way. She said that 2009 Taobao to support the Amoy brand only 18, 2010 has developed to 105, but we can call out the name is more than 10.

"You can see on Taobao Mall, some stores have played every day 50 percent of the shop recruit, there are many shops continue to use such as ' seconds Kill ', ' big promotion ', ' package mail ' and other words to attract customers eyeball. Ms said, "The green box is the core competitiveness of the brand, we value brand building." "In the Green Box" shop, consumers can hardly see "seconds kill", "big promotion", "package mail", in addition to a few big activities a year, "green box" almost no discount, will never make a windfall. MS in strengthening the network Marketing system construction at the same time, the full build is the brand.

With the proliferation of online fakes, some of the market's booming brands inevitably become someone else's "cottage" object. "Miss Modern," "Love, Make," and "Jenny Bell" are also not spared. At this point, the "green box" flashed the killer-fast marketing. Have not waited for others to copy, "Green box" new style has become the old section under the shelf. In addition, MS also in the design of the brain, constantly increase the prescription of the landing costs. Recently, "green box" in the flower-shaped design added its own logo, so that the cottage version away from the "green box" is becoming possible.

"We are not easy to understand, but we will keep going." Ms stressed, "Amoy brand to develop, it is necessary to build their own ' evolution '." Taobao should not just be a cheap place, but also have new, odd, special products. Amoy brand, should be the brand two words in the ' Amoy ' front. So even if you leave Taobao, others will remember you. “

"Green Box" investors to its evaluation is "strong heart, weak limbs," The powerful "heart" is the "green box" of the core competitiveness, that is, product design and product quality. "Green box" customer data show that the buyer structure is very international, including from Hong Kong, Macao and other land customers, but also Singapore, Malaysia and other foreign consumers.

Find customers--deal--repeat--buy more. "E-commerce is so simple, not everyone imagines so iffy." "Ms has a unique insight into the core value of E-commerce.

When Ms Next door old aunt also came to her to ask how to open shop, Ms realized that E-commerce competition has entered the white-hot.

"Now we have a misunderstanding, that brand building is to design a good logo, a beautiful brand story, make a eye-catching poster." "The 2011 will face a stronger competitor," Ms said.

"At present, many professional and powerful teams are entering the field of E-commerce, these competitors have the parent company is 500 strong; some invited the Big star endorsement, such a scale, we certainly can not compare." The big brand sells on the line 300 million, also just drizzle. But they have to deal with the online and offline relationship is difficult, it is easy to touch the line of interest cake. In the face of large companies, we must learn to differentiate competition. "Done online also done offline MS on the development of their own brand is very clear," Our many network brands, has not developed to the scale of the company, or even the workshop-type operation, handmade packaging. "She believes that the enemy can be victorious."