When it comes to Sydney, most people will think of her "Ladies' red label", and now she has a label of "mother and baby red man". In March this year, Sydney set foot in the field of children's clothing. With precise operation and red tape, only 3 months, the turnover reached 4 million. Like Sydney, Chen Linyi is one of the red men who started wearing children's clothing from women's wear, and experienced failure. Finally, he adjusted the direction of operation, matched the high quality supply chain, and completed counter attack by using the platform's commercial infrastructure. With more and more red people entering, the maternal and child field has become another new blue ocean for Taobao to start after women's wear.
Sydney and Chen Lin Yidu are representatives of Taobao women's wear. They choose the two venture in the field of mother and baby. In the past 16 years, many people like them have been dreaming of entrepreneurship in Taobao, and have constantly found new growth points and transformation directions in the process of entrepreneurship. At the same time, Taobao has also become a witness to their love and affection. According to the latest data released by Taobao, the total volume of Taobao's new businesses in recent 3 years is close to 500 billion.
Since 2009, Chen Linyi's Taobao shop "Xiao Yi custom" has developed to a mature stage and has accumulated a lot of iron powder. In 2016, Chen Linyi, who was expecting a baby, began to pay attention to children's clothing when preparing baby products. "At that time, I found it hard to find the style I really liked," she said. When I was chatting with friends, I also found that they had the same worries as I did. The love and pursuit of clothes gave birth to Chen Linyi's idea of opening a children's clothing store. She hopes to share the style and collocation of her favorite children's clothing with more women and women. It was also in this year that "cookie house baby shop" opened in Taobao.
Entrepreneurship is never smooth sailing. Chen Linyi, who copied the successful experience of women's clothing, spent a lot of effort in running children's clothing shop, but found that the effect was particularly poor. "My team and I spent nearly six months preparing for the first time. But the result is very unsatisfactory. Our psychological gap is very large. "
After the failure of the new business, Chen Linyi received fans' feedback and feedback from the platform. She took the team to start looking for new reasons. "Later, we found that consumers of children's clothing and women's clothing had totally different requirements for the fabric and design of the goods. From fabric purchase, edition design to production technology and production, children's clothing production needs professionals to complete. " After in-depth communication with Taobao junior, Chen Linyi decided to adjust the direction of store operation, and set up specialized children's clothing design department, production department, purchasing department and so on. "The reason why we failed at first is to make children's clothing in the supply chain of women's clothing. Later, we set up a complete children's clothing department. With the help of Taobao's second child, we found a high quality supply chain.
With the help of Taobao junior, Chen Linyi successfully found a good supply chain for children's clothing and built a complete production link for children's wear.
On the right track, the cookie home baby shop began to show Chen Linyi's advantages of deep plowing and clothing for many years, and skilled in using Taobao ecosystem to build business infrastructure for businessmen. Now, the shop arranges 4-5 live shows every week, so that customers can see the quality of products more intuitively, and at the same time set different levels of benefits to improve the stickiness of fans. According to Chen Linyi, we use live broadcast to understand the needs of the mothers, and to synchronize the store's progress with the way of micro Amoy and exclusive customer service. With the help of various tools provided by Taobao, we have had 365 days of continuous interaction with fans.
From the blog era to micro-blog and live broadcast, Chen Linyi has always been a veteran player. With rich experience in wearing, he has accumulated about 2000000 fans, and has become a truly dressed woman and a KOL. "From childhood, I just like to dress with my own clothes, and I often share my experience with my friends. At that time, I spent all my pocket money on magazines and clothes, and I gradually understood my costume and collocation. Chen Linyi remembers the cause of his involvement in the field of clothing.
Xiao Yi and Sydney have been doing business in the field of clothing for many years. They become concerned about children's clothing because they become mothers. There are still many red men who are successful in restructuring with the help of Taobao. From the direct broadcast of goods to the naughty grass, they made a career in Taobao's hobbies and specialties. At the same time, they also succeeded in the success of their career.
Taobao data show that a small number of businessmen witness the outbreak of business in a short time. Between 2012 and 2018, about 1/10 of Taobao's TOP sellers each year were new businesses that opened just a year ago, of which 2016 to 2017 accounted for 13%. According to Kevin, head of Taobao platform division, these new businesses who are in the top of the head are catching up with changes in the new consumption trend. "They either deepen the cultivation of characteristic markets to create consumer demand, or fully display the personification characteristics of shops, which are also the core elements of their operation of consumers."