Green Box Children'S Clothing Wants To Sell &Nbsp Under The Line; Systematic Management Ensures Zero Inventory.

Today is November 22nd, the eleven day of the festival has passed 11 days, but in November 11th, 400 million of online shopping sales are still dreamlike.

While the big business providers are full, the major brands also get a lot of money.

As the first child clothing brand green box in the network sales volume, this year's "double eleven" has set a sales volume of 40 million yuan, 3.8 times the single day of last year, and once again wrote online shopping.

The story starts from 08 years. At that time, there were more than 100 franchisees in the green box, and 147 shopping malls were opened in the country. At that time, the green box was only sold online, so the 12 million yuan pferred to her after the failure of the franchisee.

An initial emergency sales channel has become the main way of sales in the future, but the sales of the original main line are getting less and less optimistic.

So in early 09, the green box broke up with all franchisees and began to put the main force on Internet sales.

Wu Fangfang, chairman of green box, made the following comments.

Wu Fangfang: because at that time we felt that the spring of electronic commerce was coming, and the online shopping behavior of Chinese netizens was getting more and more mature. So we put the whole team's energy on the line. At that time, the team was not so many people, so it was so small that there was only so much energy. We wanted to expand the online business first, only to keep the direct store in Shanghai.

Focus on online children's wear sold to 3 hundred million

Time has proved that the choice of green box is successful. It has done a good job of network sales. Now the green box has become the first brand of children's clothing sold online, and its development speed is amazing.

The sale of children's clothing to 3 hundred million of the green box has won the favor of many investors. At the end of 2010, it received 120 million yuan of financing.

Wu Fangfang: the green box accepted two rounds of financing at the end of last year. It may be more shocking in the industry, but we want to finish many preparations last year, and we can make a very good upgrade and force this year. So, last year's external financing, which is equivalent to RMB 120 million, sounds like a lot. But in the first half of this year, we didn't really spend the money, because clothing, especially children's wear, is a relatively long chain of industries. So in the first half of the year, our main task is to upgrade the supply chain and upgrade the warehouse.

To upgrade the channel to the best, we can win more consumers. From the establishment of the green box, from the design and development to the support of the perfect production system, and with the continuous innovation of the network marketing system, the green box has established a complete set of garment industry chain and has accumulated very rich operation experience.

Now it owns modern brand, love making, Jeanne, Baer and other brands.

Meanwhile, at the end of August this year, it announced cooperation with Disney and launched a brand new international brand of children's clothing.

The deep cooperation between green box and Disney is the first time in China.

The cooperation mainly includes the design, production and development rights of Disney's three classic brands, and the right to sell other products.

Why does Disney favor a newly popular company on the Internet?

It was revealed that in November 2010, Wu Fangfang accepted an interview with the author, while Disney's senior executives saw the report on the Internet, and soon found the chairman of the green box, hoping that the two sides could talk about brand licensing cooperation.

This cooperation has brought a rare opportunity to the green box.

Wu Fangfang: we announced the cooperation with Disney in August 28th. Our product line started in mid September and is now completing the preheating period of the brand line. But we are very confident about the development of the product next year, and we pay more attention to the product itself.

Disney products are the cartoon products lacking in our product line now. Our children's wear products account for a large share of the cartoon products, so it is still a supplement to our product line.

Bottom line complex

With the help of Disney, the green box has stepped into the international market to further achieve its product positioning and stand out in the new round of children's clothing online shopping brand competition.

The annual sales increase makes green box products more and more perfect. Now online sales can no longer meet the market demand of children's clothing, so the green box has decided to resume sales under the line.

Wu Fangfang: the green box used to be the offline brand. At the early stage of its birth, it was online, and the traditional shop was opened in the shopping mall and on the ground. There were more than 100 in the country.

So now there is no expansion of how many stores to open, our customers still want to experience the opportunity to take children to try on, which is also a pleasure, so we are trying to say whether we can open some ground image shop or experiential shop, so that customers can better perceive our products.

Systematic management to ensure zero inventory

What is the difference between the sales under this expansion line and the previous one? What surprises do we bring to the green box double line marketing? Wu Fangfang, the chairman of the green box, has his own view.

Wu Fangfang: I think the biggest advantage of green box is online occupancy, because in China's children's clothing e-commerce, we are the location of NO.1, so we hope to give full play to online advantages and combine the characteristics of franchisees under the line.

Because clothing industry, especially children's clothing industry, many franchisees biggest trouble comes from inventory, we have always wanted to say that a truly valuable company is not to put inventory in the franchisee there, it must be actively help digestion and solve these inventory problems, so we will have greater subversion this year, so we launched the "30" policy, zero input zero inventory, zero risk.

We actually take the form of affiliation with franchisees. We will use a strong data system to join the stock of franchisee stores, so that we will be very clear and very quick to understand franchisee's dynamic sales rate. We will help them do a good job in the operation analysis.

As a green box that sells 300 million of children's clothing on the Internet, every year, one hundred thousand new mothers find satisfactory clothing products for children through the green box platform.