Comar Nick Faces 50 Million Stock Pains

Reporters learned that KOMANIC, the Internet shoe brand, was recently invested in the IDG capital A round of investment company. The exact amount of financing has not yet been exposed.

But the good news is that the outside world does not know, Comar Nick from April 2014 to September in the stock pressure lingering, this last October out of the predicament of the company, why can be favored by IDG capital?

　　 Komanic Founded by 85 in 2010, the brand focuses on fashion and high-end. Women's Shoes R & D, production and sales. At present, the total number of companies is close to 200, with an average age of less than 25 years. According to the official introduction, in the past four years, Comar Nick's performance has increased by more than 200% per year. Data cube shows that in 2013 and 2014, it won the first brand sales of Tmall Internet women's shoes.

However, Comar Nick has been maintaining a high growth rate. Where does the 50 million stock pressure come from?

It is understood that in early 2014, Comar Nick formulated and implemented "multi category, new daily". Sales strategy To ensure that every new product is sold on the shelves every day, and substantially increase the number of online sales SKU, with a view to improving the repeat sales rate and sales volume of consumers. In the first half of 2014, the number of shoes sold at the same time amounted to more than 1400. But because of the market demand for error, short term, a large number of new products, warehousing and operation capacity is insufficient, risk assessment is not enough, 50 million inventory synchronization high.

Under pressure, kurnek began to try to upgrade the commodity operation system, to achieve more accurate data analysis, improve the ability to predict sales, outsourcing warehousing and logistics to professional companies. Since the second half of last year, Comar Nick has gradually solved the inventory problem, keeping the turnover rate and digestibility close to the benign state of ZARA and H&M.

IDG capital has invested in Korean Internet clothing homes, three squirrels, and other Internet brands. It is reported that after the completion of this investment, Comar Nick has become the sole brand of Internet women shoes currently invested by IDG capital.

"First, we look forward to the future of women's shoes. The impact of the Internet on people's lives is getting deeper and deeper. Women's shoes are a big category of women's fashion consumption, and the market potential of women's shoes business is far from being excavated. Excellent Internet women's shoes will have unlimited space to grow in the future. Second, optimistic about KOMANIC operation mode. Third, it is attracted by the spirit of founders. " Zhao Jianhai, vice president of IDG capital, expressed his views on the investment.

Lin Shuangde believes that Comar Nick's understanding of business is that all efforts are centered on "organizational efficiency" and "high quality, multi category, quick turnover" mode of operation supported by "efficient organization and flexible supply chain".

Lin Shuangde pointed out that traditional enterprises will predict the number of goods sold according to past sales experience, and advance the number of goods stored in advance according to the predicted quantity of goods. Comar Nick forecasts the safety stock cycle and the number of sales needed in the production cycle interval according to the average daily sales volume of the last 7 days, implements rolling replenishment, flexibly controls the supply chain, and achieves high turnover rate.

According to Lin Shuangde, this investment fund is not only for upgrading products and building brands, but also plans to merge other enterprises or establish sub brands and extend product lines.