1 Billion Year Old Net Red Shop Sydney, Children's Clothing Worth Buying?

Since the implementation of the comprehensive two child policy in January 1, 2016, the number of new born babies in China has increased rapidly. More and more 90 after entering the peak period of marriage and childbearing. This group of consumers grew up in a relatively favorable economic environment, the baby market is facing a round of consumption upgrading. Consumer demand is changing, and the supply side brand is changing. As more and more net red became mothers, they began to choose to enter the mother infant field.

What is the internal logic of net red =IP?

Net red is equivalent to a IP, IP hatching has a professional team, like early Sydney, MOMO was hatched from micro-blog. What the incubator wants to do is to form his own IP. In micro-blog, net red has its own label or "human setting". Wait until the micro-blog fans reach a certain base and give them experience support in store operation and supply chain.

After maturity, net red constantly releases its traffic value, extending its feelers to a wider field. In September 2016, MOMO began to run children's wear shops, and Sydney began to focus on children's wear.

Taobao's red one sister Sydney, most of them may put two labels on her: Wang Sicong's ex girlfriend and Taobao shop "Mrs. Qian" shopkeeper. From the blogger era to the micro-blog era to the short video era, the net red people who enter the post net era are also seeking transformation. From the stage to behind the scenes hatching of the red man, or to invest in Taobao shops, according to different stages of life transformation of the 90 net red as parents, now have entered the field of baby.

Net red shop paving, how much imagination can give children's clothes?

It is understood that under the Sydney command, there are many electrical commodities, covering women's clothing, cosmetics, mother and baby, home and other major areas. In 2018's double eleven shopping carnival, Sydney personal electricity supplier has 13 single product sales volume, and the sales of Chen Fan Company has sold 18 single product sales, 3 of which ranked first in the whole network.

In the week of Taobao's new power week in 2018, the sales volume of Sydney's shop broke 10 million after a minute. Now their team has 400 people, operates more than 10 nets red, in seven years the turnover has passed 1 billion yuan.

Sydney has been doing business in the field of clothing for many years, and has made vigorous efforts in the field of women's clothing. Later became a mother and began to focus on children's clothing this emerging market. 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 their careers and hobbies in Taobao.

Analysis of Sydney extension children's clothing brand "initial ceremony"

Sydney, a women's clothing Taobao Taobao, has entered the field of mother and infant in recent years. The Sydney baby brand, founded in 2015, was first introduced to the Taobao shop in 2017.

In terms of products, the ceremony is mainly self-employed, mainly providing 0-4 year old infant clothing, accessories, toys, daily necessities and women's articles. About 150-300 of the baby products are being flagship. At present, we are pushing the 0-3 year old national standard category a baby cotton clothing, such as conjoined clothes, climbing clothes and so on.

In terms of sales channels, the initial ceremony is based on independent websites as the main selling carrier, while mobile terminals can directly log on to websites through WeChat service number and micro-blog. At the beginning of 2017, ritual also officially entered Taobao's shop, and the channel development path was also related to the special social circle of the founding team.

After making children's clothing, net red will also have the phenomenon of "acclimatized" after making children's clothing. Just like many large brand adults wear children's clothing, the success of copying women's clothing is not successful.

Ali's data show that fans of Sydney fans focus on people aged 20 to 30. Besides, Sydney's fans' shopping preferences are more focused on online brands. So from the consumer side, the development of children's clothing in Sydney has a certain consumer base, and with this group of fans upgrading to become parents, the children's clothing consumer groups still exist.

However, a common problem of net red brand is: the supply chain is weak. First of all, from the consumer perspective, children's clothing is different from women's clothing, children's clothing and women's clothing consumers have different requirements for the fabric and design of the goods. From fabric procurement, edition design to production technology and production, children's clothing production is more demanding and professional. In the end, most net red shops are just the mode of purchase. There is no complete supply chain, which extends to children's clothing. This drawback still exists. Even with children's clothing, the weakness of supply chain will be more fatal.

Net red's "carry goods" capability should not be underestimated. Their sales and transformation capabilities are also very direct. But after entering the post net era, consumers are becoming more rational. At the same time, like Sydney, this group of net red became cautious when developing brands and giving full play to their flow advantages. According to the characteristics of fans, choose the right products from the price, style and so on, and understand the needs of consumers. There are many shortcomings in the development of net red brand, but the operators' consciousness gradually formed, and from the perspective of user management, the net red brand is becoming more and more mature, and it is easier to play an advantage after entering the children's clothing.