Wang Xiaohong: Behind The Scenes "Children'S Clothes"

Guangdong Foshan Humen, Zhejiang Hangzhou Huzhou, Shandong Jimo, and the three largest children's clothing production base in the country.

Ji Mei Yu is a leader in the field of children's clothing business.

Xiao Hong Wang

"The trousers I designed the night before, there was a customer who wanted to order 7000 pieces, and asked for them to come out before the end of the month."

Wang Xiaohong, chairman of Qingdao jimeiyu Clothing Co., Ltd. put down the phone and had a little joy on his face, but the overall situation was not disturbed.

"Yes, a 7000 piece."

General manager Liu Yunfeng saw reporters surprised and explained, "a single thousand pieces are not big, in September and October sales season, we have a single section can sell to more than ten thousand pieces, in Alibaba, we are children's clothing field" Gang Wang. "

Guangdong Foshan Humen, Zhejiang Hangzhou Huzhou, Shandong Jimo, and the three largest children's clothing production base in the country.

In Jimo, known as knitted children's clothing, Jim Mei is the leader in the field of children's clothing business.

"In 2013, the Anddywoo brand of Jim Mei Yu ranked eighth in the Alibaba children's clothing sales rankings, and the ranking in 2014 will be even higher."

Wang Xiaohong said.

In the industry to pay more attention to the electricity supplier impact on the entity store, Wang Xiaohong said he wanted to cool down the electricity supplier business, "every business success is behind the various factors of heaven, earth, and people.

In the electricity supplier world, many people see opportunities and successes, and rarely see the process of hard work and the cruelty of failure.

Venture Road: turning back to business after several turns

Looking back from the perspective of Wang Xiaohong's entrepreneurial journey can be roughly divided into three stages: first, the first battle of the water business; the two is to go out for the production of nuggets; the three is to return to the electricity business like a duck to water.

As early as 2007, because many students were engaged in the clothing industry, Wang Xiao Hong, who was a fashion designer in a state-owned enterprise, began to use these resources to supply small foreign trade stores.

That is an era of winning the supply of goods. Because of the advantage of supply, Wang Xiaohong later supplied directly to large department stores.

With the increase of business volume, Wang Xiaohong resigned and started his own business.

"I am the first batch of Alibaba users in Qingdao, that is, using information channels to make money without making money, and at the same time, I am better and more professional than others."

Wang Xiaohong said, "at that time, I posted posts in some forums and went out to run stores in my spare time.

Although the means are very ordinary, the order conversion rate of information is very high.

In 2008, Wang Xiaohong became famous through a great adventure.

At that time, an import and export enterprise in Tianjin had a number of high quality children's clothing returned. Many people in the industry knew the existence of the goods. But because of the large volume, the potential risks were high.

Wang Xiaohong, based on his own experience, thinks that he can go to Tianjin after seven months of pregnancy, and her husband, Liu Yunfeng, is worried about flying to Shenzhen from Tianjin for inspection.

In the end, they took the tens of thousands of children's clothing with borrowed money.

Because of the high quality, these products have made huge profits and have accumulated a large number of customers.

From then on, Wang Xiaohong began to concentrate on children's clothing.

Before and after 2010, with the reduction of external single sources, unable to meet the market demand, Wang Xiaohong began to plan to enter the production process.

Wang Xiaohong first carries on the design of the children's clothing, then samples the sample, and the customer thinks it's good, then he organizes the production.

But this pformation did not achieve the desired effect.

Before starting a business, Liu Yunfeng has been in research institutions and foreign office, while Wang Xiaohong has been in the design department of state-owned enterprises. They are not good at managing workers.

"We regard humanized management as simply caring for people, which is not responsible for employees and enterprises. Humane management must be guaranteed by system."

Wang Xiaohong thought, "in those years, we have done domestic processing and export processing. We must have the advantage in scale, but the factory management after scale is our weakness, so we began to want to pform into domestic brand."

After this twists and turns, Liu Yunfeng and Wang Xiaohong decided to return to the electricity supplier.

"Do their own design, product quality is better, network operators and entities store to get goods, so we have to do domestic brand."

Wang Xiaohong said.

It has almost witnessed the whole process of the development of the single goods market outside Qingdao, and after Wang Xiaohong and Liu Yunfeng, who have been engaged in electric business, outsourcing processing and domestic sales processing, have entered the electricity supplier once again, and the advantages of enterprises immediately become prominent.

Wang Xiaohong is responsible for design and production. Liu Yunfeng is responsible for sales and social affairs, and husband and wife find the most familiar and good combination.

In 2013, the online business of Anddywoo brand climbed to a higher level, ranking eighth in the Alibaba children's clothing sales rankings.

In the nine and October of that year, Anddywoo had three product spells reaching more than ten thousand pieces, and thousands of pieces were not included in the statistics. It was in this year that Anddywoo was awarded the title of "Gang spell king".

In fact, Ji Mei Yu also caught up with the best time for the development of electric business. Compared with many children's clothing companies in Jimo, they focused their efforts on production and physical stores.

According to the plan, in 2015,

In the proportion of e-commerce channels will continue to rise, online pactions will be completely beyond the line.

Of course, with the growth of enterprises, troubles also follow.

Wang Xiaohong disclosed that at present, Anddywoo has already appeared imitation products, which shows that the enterprise brand has gained popularity, but small businesses have no energy to fight against fake products. They only buy products to retain evidence, and then apply for a Alibaba store to deter the other party as agents and realize their enemies.

At the same time, R & D to promote enterprises to run ahead, so that copying enterprises behind.

Although Jimo children's clothing has reached third of the country's scale, it is still at an early stage in terms of enterprise size and brand level.

For this reason, Ji Mei Yu, Bo Yang, onuo Jia, Mingyang, Lantai and other enterprises launched the establishment of the Jimo children's wear alliance. The purpose of the children's wear alliance is to combine Jimo's numerous children's clothing business enterprises to form a whole, to create a communication platform for Jimo children's clothing business enterprises, to achieve complementary advantages and share resources, forming a regional brand of children's clothing, and to join the market.

At present, the alliance has developed 52 members.

"Our advantage is electricity supplier, but we have shortcomings in production management.

In the alliance's sharing sessions, we will share more experience in the electricity supplier, and of course, there are other enterprises to provide better suggestions for our factory management.

Wang Xiaohong said, "at the same time, we are in contact with the Alibaba headquarters, only Jimo children's clothing manufacturing attention, only to get more resources."

(reporter Men Guofeng)

Reporter's note: electricity supplier is not a smooth road

The electricity supplier is hot because

This is the most fervent term of this year; the electricity supplier is cruel because the losers will soon be forgotten by the times.

In terms of scale and popularity, jiemeheng is not a big player in Qingdao's clothing industry. But through the entrepreneurial story of Wang Xiaohong and Liu Yunfeng, we will find the most solid and successful elements of the current hot business concept, namely, professionalism, diligence and opportunity.

In the interview, Wang Xiaohong revealed two details that are worth reflecting: first, do Tmall business, 10% profit, 20% flat, 70% loss; two, she met many owners who failed to start their own business to interview customer service posts.

"Do not simply encourage entrepreneurship. We must give normal risk hints that entrepreneurship is not always successful. Failure will rise again and it will devastate people's mind and body.

You can't just see the result, not the process, because many successes can't be duplicated. "

Wang Xiaohong said.

Looking at Wang Xiaohong's successful e-commerce path, she can generally find that she has the following advantages: first, to catch up with a good opportunity in the day, and to take the lead in entering the business platform, but now it has been very hard to do business from scratch. Two, it is the right place. After entering the field of children's clothing, it is necessary to relocate the entrepreneurial base to the textile land of Jimo. Three, people and friends are all done.

So that there is a good supply of goods, they have a tough and persevering perseverance, clothing design expertise makes many children's clothing business entrepreneurs are incomparable.

"Times are not the same. Five years ago, if we could succeed in this way, we might not succeed today.

Platform rules are changing and target positioning is quite different.

Wang Xiaohong said.

In the interview, the reporter learned that, compared with making the list, the electricity supplier has higher requirements for processing enterprises.

Because the more the better the outside, the test of production capacity, and the less the better the electricity supplier, the test of design capability.