Green Box "Marriage" Disney Focused On Children's Clothing Market

Wu Fangfang, a university educated designer, opened a design studio with her friends after graduation 02 years ago. She used to be a fashion woman, but she often had children's clothing brands looking for her own design draft. Wu Fangfang had just had a daughter when he bought clothes for his daughter. He found that the children's clothing brands in China did not form obvious style characteristics, and their styles were not as beautiful as those of foreign brands.

At the same time, Wu Fangfang also did some sideline work, opened a shop on eBay, specialized in selling two improved and processed foreign trade garments, and soon achieved hundreds of thousands of sales per month. This experience, on the one hand, let Wu Fangfang see some of his design works slightly ahead of the public aesthetic characteristics. After improvement, he has a more accurate grasp of the preference of domestic users online shopping; on the other hand, he has developed the idea of making his own brand because he saw the great potential of the clothing sales market.

In the 05 year, eBay Online Sales volume There was a big recession, and Taobao was just beginning. The leading seller on the platform only managed to achieve 600 thousand sales a month. Wu Fangfang temporarily cast his eyes on the line. The first children's clothing brand "modern gentleman" also successfully entered the shopping mall. Wu Fangfang's brand children's clothing is thriving without any background. Every year the exhibition has a high signing rate.

But the hidden problem is that the entrepreneurial team of designers is more emotional understanding of business, lack of rational thinking, and lack of experience in store management. Therefore, it is often restricted by franchisees, such as franchisees demanding higher turnover rates, and squeezing inventory at the end of the season, resulting in increased storage costs and lower gross margins.

Wu Fangfang recalled that in the 08 years of investment and exhibition, the signing of the brand was very good. Franchisees generally reflected that the goods were not enough to sell, and the order quantity was increased. Therefore, the factory also increased the stock production for 08 years. But in the 08 year, the market was hit by the global financial crisis, and Wu Fangfang's shop failed to escape the bad luck of declining sales. "To the autumn and winter mall sales fell by nearly 40%, which greatly affected the confidence of franchisees, and the two new direct store plans have also been stranded." {page_break}

When the house leak is on the side of the night rain, the franchisees in the field take the opportunity to get a second year preferential policy, so as not to continue to win. Wu Fangfang began to explain one by one, and then he came up with his stubborn strength and his mind heated. He said, "let's cancel the contract, even if we are not sure about my goods."

Once the words were exported, Wu Fangfang knew that there was no turning back. He could only rely on himself. On the one hand, he needed to pay the earnest money for the previous season. On the one hand, he had to continue to raise funds to invest in the production of the new season. In addition to the accumulated money in the past few years, Wu Fangfang took out two sets of houses in Shanghai as collateral, and with her assistant for many years, in order to support her career, she also produced two sets of resettlement rooms with two rooms and one hall. "Two sets of real estate are used to repay debts, and the other two are put into production," Wu Fangfang said. In the case of only three outlets, sales fell from nearly 10 million to about 1000000 each month. In order to save costs, several people were pulled up, and a small workshop was opened to sell itself.

In order to digest inventory as soon as possible, Wu Fangfang once again thought of the electricity supplier. At this time, Taobao's influence gradually expanded.

　 Amoy brand road: pulse line price belt

Wu Fangfang always felt that he had an electricity supplier complex, but this time it was embarrassed to start. Shops, background management is naturally familiar with the road, but first arrived at Taobao, has not really understood the user's sensitivity to style and price. So the first thing on line is to find a suitable price range. Before the Wu Fangfang family's brand children's clothing, the online shop price of the guest is as high as 600 yuan, and even more than 800 yuan in winter. But in Taobao children's clothing products, this price is totally uncompetitive, so someone suggested that Wu Fangfang should lower the price. "We are also trying to touch the crowd on the line. At the beginning, we sold the online price by 2, and later found it was still expensive, so we used the same series of different summer clothes to test the water." Wu Fangfang launched 99, 128, 158, 198 yuan rose dress series of four prices, resulting in 128 yuan of the two months sold more than 8000, including the British rose and sister series sold a total of more than 20 thousand skirts, found the online price band at the same time, the performance of Taobao Wu Fangfang store also rose rapidly.

The better news is that in August of 09, Taobao mall noticed Wu Fangfang's green box, making it a benchmark for children's clothing stores in the mall, and making Wu Fangfang's "modern lady" second Amoy brands. Therefore, it gave a series of supporting policies, such as advertising recommendation sites for three days on the front page of the mall.

In this way, the green box has successfully imported traffic and attracted a large number of new users while doing well in product and user reputation. "Taobao encourages us to enter millions of clubs as soon as possible. It did not reach 09 in September, and sales exceeded 1 million in October, and increased to about 3000000 in 11 and December, resulting in 09 annual revenue reaching about 13000000."

For Wu Fangfang, although the sales figures did not increase significantly compared with the previous stores, they gave a great encouragement to themselves and the team. Wu Fangfang is facing tough choices as the number of online sales reaches its desired expectations. On the other hand, there are people who bid for millions of dollars to buy her brand, one side is the highest debt of 8 million yuan, plus the mortgaged property, her family is worried that this venture will be a bottomless pit, which needs endless investment, but it will not be rewarded.

Anyway, Wu Fangfang insisted on the Taobao store. At the end of 09, venture capitalists came to Wu Fangfang to invest money. For the first time, Wu Fangfang refused to worry about new funds coming into the team development plan. In the 10 year, second investors touched Wu Fangfang with sincerity. "They are very nice. They didn't give me a sense of quick success and instant benefit. They didn't talk about rewards or gambling at the same time. I think they are the same as the team." Wu Fangfang did not bargain, and signed an agreement with the investor immediately. In September of 10, Wu Fangfang received the first 20 million yuan from the sincere letter capital.

　 "Marriage" Disney: first got the right to produce, develop and design

After getting the money, Wu Fangfang still invested a lot of money in the construction of the original designer team, but in the market and public relations, he was relatively weak. But unexpectedly, this has become a breakthrough for green box to explore external cooperation.

In November 10, Wu Fangfang accepted an interview with the financial times. The other side gave a full page report. Although the report had not been widely disseminated in the country, it was seen by Disney headquarters that Disney's senior team quickly found Fang Fang, hoping that the two sides could talk about brand licensing cooperation.

The first meeting was in Hongkong, and Disney sent two heads of Germany and the United States. Wu Fangfang has a high demand for cooperation and insists on adding the word "by greenbox" after the Disney tag on each piece of clothing. For Disney, such cooperation is the first time, but because of the value of the design ability of the Wu Fangfang team, she finally reached an exchange with her on the condition of "ensuring the product well". {page_break}

Wu Fangfang said that the cooperation mainly includes the design, production and development rights of three classic brands of Disney, including Mickey, bear Vigny and seven princesses, and the right to sell other products. The right to design and develop is that Wu Fangfang can independently design, produce and sell three classic brands under the premise of following Disney's brand principles. "Disney has not been beautiful enough in China, and is inferior to the products in the US market. Disney's cooperation with green box is also aimed at adjusting the status quo of China's authorisation in recent years.

After working with Disney, the total sales volume of the green box in 2011 is expected to reach 300 million yuan. At present, Wu Fangfang still insists on focusing on Taobao stores, and has not invested too much resources in official websites. Later, after entering the Jingdong mall, the green box will not rule out Tencent's upcoming B2B2C mall. In market promotion, the green box will increase cooperation with vertical communities such as Sohu, mother and baby, baby tree and so on, so as to attract more mothers' attention and import more users.