Small Hot Sell: Hit Women's clothing category, focus on the following cities

When it comes to the electric business of the flash-purchase model, the famous foreign-owned gilt (only the master of the product meeting), Amazon's myhabit, focus on the mother and infant market Zulily, the former has just burst into the acquisition of the hearsay of fab and so on. And in the domestic, flash purchase do a good job may be the only products, Poly-Mei excellent products, the two are cut famous special selling and cosmetics sold two market, and have been listed. At the same time, there are some start-up companies are also exploring the use of limited special sales to do other market segments of the electric business, such as the Amoy market to the Honey Amoy, the monopoly of high-end wine in the public Wine review, as well as the women's children's clothing flash shopping small Hot sell.

Small Hot sold in April this year on the line, is a flash mode to sell women's clothing, children's clothing, toys and other categories of electric dealers, the characteristics of the product is low unit price, small brand new products, the target customer group for the three-line below the small city of middle-aged and young women. Meng, the founder of Hot, said that the small Dutch and Zulily products, target users, business model, supplier access and management are highly consistent, and very thorough learning Zulily website design, app design and theme colors.

The flash-buy model itself is not fresh, that is, new products on the line every day, but the online category is limited, the time is very short (usually 3-5 days). As a result of the ability to quickly list, so the product updates faster. Flash purchase mode has several obvious advantages: first, each product online time is short, give users a quick decision to purchase the pressure; second, the replacement frequency is high, often create freshness; third, the display of goods limited, reduce the search and decision-making threshold. With the only product will be similar, small Hot sell using the way of brand Flash purchase. At present, small Lotus every day on the new 20 brands, more than 1000 products, updated every 7 o'clock in the morning on time.

Because of the high demand in the turnover rate of the goods, it can be said that the key of the Flash purchase mode is the management of the supply chain. It is also important to control costs by shortening the supply chain, along with the small charge route. Meng told 36 Krypton, supply chain integration and management is the advantage of small Hot selling. The team has dozens of people from the apparel industry, and their experience and background in the apparel supply chain has helped to recruit a number of clothing brand suppliers with certain design capabilities and production capacity.

Small Hot selling suppliers are mostly small and medium-sized brands, which also contains some small well-known designer brand. For these small and medium-sized brands, they in the days of the cat, Beijing-east and other platforms have no advantage. Meng said that this is not because their quality is not good or do not understand the operation, but the cat, Jingdong platform is indeed very competitive, for the late entry of the brand is not an advantage. Also, small and medium-sized brands often do not have much money to buy recommended places or participate in other marketing activities.

And Little Lotus has a few attractions for them: first, the platform is newer, the competition environment is relatively moderate; Secondly, the number of goods displayed every day is limited, which is beneficial to the revealing effect of the brand. Third, the small load positioning is three-line below the market, and the target market of small brands is also more consistent; four, small Lotus to Xinjiang, Tibet Inner Mongolia and other remote areas of the user has a better ability to reach, this is also the majority of the electrical network does not specifically to force the market. For these brands, their idea is simple, the number of sales is to determine whether he is staying in the small Hot selling the important factor.

In addition, the small Lotus himself also in the supply chain integration of some thoughts. In addition to trying to avoid those "two resell" who are good at taking pictures, Xiao-he makes an IT docking system for those suppliers who have the design and production capacity but lacks the ability of internet operation, and will help them to release the goods, do the basic operation and reduce their entry threshold.

Little Lotus has a buying team. Buying hands is an important role in the focus of creative products or designer brands, and they directly determine the characteristics and quality of the product selection. And for small Lotus, because their users are mostly three-wire below the city of women, not so familiar with the internet, and usually their own contact with the designer brand opportunities are not much, so buy the hand is actually in the guide consumption, help this group of users to establish "parity fashion" awareness.

At present, the small Lotus buys the hand team to have dozens of people, before basically was engaged in the clothing design. Including Meng himself was also a costume designer. On the one hand, designer-born buyers have a certain sense of fashion trends; On the other hand, their work experience in the clothing business can also help them to acquire some exclusive brand, merchant resources.

On the client side, the small Hot sell to the female users of the third-tier small city, whose portrait is: it will use the Internet, but not proficient; So, little Hot selling tried to do so few things:

Use the lowest possible price to pull the clothing consumption of female users in small and medium-sized cities. Women in small cities tend to buy clothes less often, but that doesn't mean they don't like shopping. Small Dutch with "cheap fashion" positioning to meet their "buy buy" desire.

Lower search and decision thresholds. Because of the internet is not familiar, these users in such as the vast sea of Taobao often do not know how to search for their own clothes, and small Lotus daily only show limited goods, reducing the user's decision-making threshold.

Lower the payment threshold. Although the use of Taobao and the cat is the Third-party logistics, but small load allows users to pay, which is not familiar with online payments and mobile payment of small city users are very beneficial. At present, the small charge of more than 80% of the single quantity are used to pay to complete the delivery.

Although small Lotus also buy children's wear, toys and other child categories, but in fact they focus on the middle-aged and young women a market. Because women in small cities are generally lower in age for marriage and children, the introduction of Childrenwear and toys is a category expansion that they do for the same group of people, Meng said.

A few days ago, little Hot sold out to announce that he had won a round of tens of millions of dollars from the speed of light An Zhen, Sequoia and the cast. Meng that, on the one hand, this is related to Zulily's outstanding performance abroad. Zulily has been listed at the end of last year, as "the first share of American flash purchase", the market value exceeded the only product club imitation of the gilt. On the other hand, Xiao-he has been doing well at the mobile end of the week, catching up with the wave of mobile power. Meng told 36 Krypton that the investment had several uses: the first was to acquire new users, to increase the order quantity by a magnitude; second, to develop upstream suppliers; third, to improve the logistics experience.

Special mention of logistics. Small Hot selling base in Shenzhen, although it is for the national market for sale, but they only have a warehouse in Shenzhen, which will greatly reduce the efficiency of logistics. At present, the average logistics time of the small load takes 14 days. On the one hand, a warehouse, national distribution, third-party logistics and other factors together obviously can not produce efficient logistics model; On the other hand, users concentrated in remote areas to increase the difficulty of logistics delivery. Fortunately, small city users are not too sensitive to logistics speed. In the coming time, the small lotus will speed up the warehouse construction all over.