Green Box: Electricity dealers are not built in a day

Wen/Wang Green Box CEO Ms often told her team: "Brand is not built in a day, the brand is slowly boil out ..." from the beginning of entrepreneurship, she insists on the brand's focus and the control of the details, settling down to do a good product. " However, the rapid success of the green box, so that the electrical commodity card as a night between the establishment of their own market position, just three years, to achieve annual sales of 300 million yuan.　　At present, it has a modern miss, love • Manufacturing, Jenny Bell, Hi Girl, as well as with Disney launched the brand children's clothing. Ms originally designed to lead her design studio online operation, the main market for children's wear. The green box was registered as early as 2003, and in 2006 they launched their first product brand, Miss Modern.　　However, due to the lack of experience in franchisee management, by the 2008 economic downturn, the development of green box bottlenecks. Due to see e-commerce this business channel potential, December 2008 Green box into the Taobao mall.　　Since then, the green box has gone through the lukewarm state of a line of online expansion, and in May 2009, they closed down their offline stores, concentrating on online operations and gaining accelerated growth. Do the brand at the beginning, Ms Soberly realized that children's wear market can not be a monopoly. China's children's wear market has hundreds of billions of scale, the market is too big, the category is too much.　　In the introduction of brand, they have done a very meticulous market research, to determine the brand's tone and style positioning. Ms often said, "Never try to please everyone." "The clearer the brand positioning, the easier it is to catch people."　　As a pure time, it will be found that customer loyalty is getting higher. Looking back, Ms felt lucky. "We started to do children's wear, China's children's clothing market, although it has been developed for many years, but still a homogeneous competition, there is no clear separation." By last year, our three own brand, the market position is very clear, has the separation, does not cause oneself and oneself competes the situation.　　"such as the earliest brand modern lady positioning in the 6~12岁 girl's exquisite daughter dress, a small dress, which has a very fixed consumer in foreign countries, but to fill the gap in the domestic market, become a lot of trendy mom's choice." In order not to lose the boy market, they launched love • Manufacturing. At that time, the mainstream of male clothing is sports leisure, so they have to do a boy tide brand idea. Ms feel that clothing to do a common point, or the trend does not affect its own costs, this is probably the charm of the design.　　Today, the use of love Manufacturing is Taiwan's design team, and last year Taobao "double 11" brand of children's clothing king.　　By the year 2010, the Green box has added a little girl brand Jenny Bell to its own brand, positioning it as a 2~8岁 of little girls and a complement to miss modern. "In the future we may have more high-end and lower-end cards, but our main cards will remain unchanged," he said. Ms said herBrand development strategy. "It's a great thing to be able to build a brand on the internet now, because it takes time and money to run the brand online, and it's a lot easier to have a network," Ms says.　　"In fact, the network not only for the operation of the brand to bring convenience, more supply chain integration provides data and technology support for enterprises to improve operational efficiency to provide a new possibility."　　For traditional clothing enterprises, the normal state of inventory in the 30% or so, a large number of inventory occupies the cash flow, become the main clothing industry pressure. The great advantage of the electric power is that the data can be controlled and the quick response to the market. Ms that: "If the dynamic sales rate, the timely response rate of the two data control, inventory is not a problem." "We are now asking for a summer inventory of not more than 6% and no more than 8% in winter."　　"Ms said. In fact, China's supply chain is not yet adapted to the rapid response of the electric dealers, flexible production requirements. In a small amount of time, the green box in order to match the list has built a small factory about 100 people, now the factory has been closed, the size of the green box is now able to work well with the manufacturers. "We now use Dem way, we design a sample clothing, factory OEM production."　　"Ms said. Now, the green box opens an "Offline order receiving shop" where customers can experience products in real-time stores, using computers and ipad orders. Ms do not rule out the green box in the future to take the line on the next two legs walk mode, but this needs to balance good pricing, product category and so on.