"October mummy" Zhaopu: Doing Business

On weekends, Zhaopu rarely stay at home, often with his wife and children, parents shuttle at home and abroad in various cities. But in the journey, he did not put most of the time to enjoy the scenery, but to study the market, collecting fashion information, visit the industry fashion Tatsu, to understand the latest popular color, cloth, etc., the daily schedule is full.　　All this is to let his founder of the "October mummy" more to cater to fashion pregnant mother's beauty heart.　　"October mummy" redefine maternity dress, will all of its maternity products from the baby supplies area stripped out, into the ranks of fashion women, to younger, stylish and can be paired to please white-collar women, is currently the largest maternity clothing company. The "cycle" of the brain Taiwan Fashion Mom's representative of small s, last year for "October mummy" took a product brochure. According to the contract, the photo sample to return the company, when the clothes have been packaged to be checked, but small s really give up one of the women's trousers, specially through the assistant to find the company chairman Zhaopu to stay. Before that, she bought more than 20 French and Japanese trousers, but the "October mummy" dress was the most comfortable. Small s look at this pair of trousers, the waist of a full stretch of cloth is very special.　　This full stretch waist design is the first domestic launch, its location is just the biggest change in the body of pregnant women, in addition to the stomach, the key is that it can automatically adjust with the size of the belly, before, after pregnancy, after the same close to the pregnant. Can only be used during pregnancy pregnant women's wear, Zhaopu through a number of special design, the use of pregnant women's wear cycle elongated, changed the concept of many pregnant mother's consumption. Pregnant women who have no change in body shape will also go to "October mummy" to buy clothes.　　For example, a windbreaker, there are two buttons inside and outside, with the shape of the changes, pregnant mother can adjust the opening and closing of the buttons, both maternity clothes, but also as a common windbreaker wear. Lengthen the product use cycle at the same time, Zhaopu also deliberately shorten the product's fashion cycle, in order to improve the competition threshold. "The more fashionable, the faster the elimination rate, the higher the design requirements of the enterprise, some lack of design capabilities of the company will be cleared out."　　Zhaopu bluntly. Previously, in the Asian maternity market, Zhaopu's main competitor is Taiwan, Hong Kong brand. But these companies are processing-oriented enterprises, the design is relatively single, fashion awareness is not enough, gradually by the "October mummy" dumped very far. "At present, the competitor's end consumption is only half of ours."　　"has become the domestic fashion maternity wear industry leading" October mummy "has become a peer vane, whenever they have a new design listing, the next year the peer immediately imitated the competition products appear. With the traditional clothing industry in Zhejiang from the manufacturing, processing started on the design, brand different, Zhaopu in the beginning of the company, decided to plant not more than 100 people, in addition to retaining proofing factory to deal with emergency orders, all other aspects of outsourcing, is a typical light company. will be a meager profit manufacturing outsourcing, "October mummy" can maintain a net profit of 15%, the company's work focus on product design, channel development, process management. "October Mummy" product designThe team is from Taiwan, because it communicates with them so much that Zhaopu's accent is a bit Taiwanese.　　Although pregnant women do not like ordinary women, the seasonal cycle is bright, but "October mummy" still pursues the introduction of fast and fashionable products, it divides the year into two major seasons, the introduction of more than 150 new products every quarter. Entrepreneurial early days, the surrounding friends warned him, pregnant women can not be a subdivision of the industry, but Zhaopu still chose to stick to, "entrepreneurs and businessmen are not the same, the latter materialistic, the former fancy an industry must adhere to."　　"Zhaopu said. What is the potential and space of maternity attire? 2006, the sales of the mainland in this market amounted to 1 billion yuan.　　According to the forecast, in the next 3-5 years, the mainland maternity market sales will reach 30 to 5 billion yuan, some experts image it as "big belly economy." "With the promotion of people's consumption awareness, the extension of product expansion is also very wide." "Zhaopu said.　　In addition to general coats, trousers and so on, "October mummy" almost covers all the necessary clothing for pregnant women, including a full range of bra, underwear, abdominal belt, abdominal belt, to prevent venous contraction of socks, as well as pregnant women hats, scarves, evening gowns and so on. However, the consumption of maternity dress market is also changing, and gradually become the main consumer of maternity market, they not only pay attention to product quality, more value brand. To this end, Zhaopu in the brand marketing a lot of kung Fu. 2008, in Shanghai and Beijing subway station, "October Mummy arrived, you all stand aside ..." to break the mother and baby advertising song commonly used soothing tunes, with colorful flash ads, so many people to the October mummy impression extremely deep.　　In addition, Zhaopu also planned a full color pregnancy and infant books, which incorporates four of comics, constellations and many other forms. The change of consumer subject, make Zhaopu although already to 40 perplexed age, but still deliberately with young people "mix" together. Every morning to the office, he opened the page must be Tianya.　　The monthly company marketing department will always put the internet is popular things together, open a retreat, we brainstorm a bit, find the right point, you'll join the follow-up marketing inside. Although the financial crisis, "October mummy" 2008 sales still increased by 50%, Zhaopu is expected to grow by 80% this year.　　Zhaopu felt lucky that last year he put on a massive market marketing, the opponents are watching; this year, the situation is not good, the other side more dare to imitate follow up, and advertising returns generally have a year's cycle, even if the other party to invest, also has been behind two years. At present, "October mummy" in the country has more than 400 stores, but he does not want to be a global company, "Asia's fertility culture and Europe and the United States are very different, such as confinement Ah, the birth of children can not touch cold water, this is very different from the two cultures." "Zhaopu has contacted more than 100 investment institutions and interviewed more than 60. "What we need is not just money, but more investor support." "Zhaopu said.