A brand dream of post-90s e-commerce

Qian Sicong, a post-90s girl who graduated from Ali College of Hangzhou normal University, now has two crown-level Taobao stores with annual sales exceeding 10 million yuan.

Five years ago, Qian Sicong decisively shut down the clothing store at home, moved to the online store, and transformed the online store into a high-end brand. Now, she focuses on the research and development of quality women's wear, and strives to build a multi-dimensional brand system based on the Internet.

"touching the net" achieves the dream of e-commerce

Qian Sicong's company is located in a tall building on Zhijiang Road by the Qiantang River in Hangzhou. In the well-decorated reception room, there is a large leather sofa on which you can see the Qiantang River, which is a place for business negotiations; in the Datong office, young online shop sales are busy in front of computers; in the warehouse workshop, five or six workers are busy folding clothes and preparing for delivery.

Qian Sicong said she founded the company because she touched the net when she was in junior high school.

Qian Sicong is from Shaoxing, Zhejiang Province. The atmosphere of doing business in her family is very strong, and her courage and resourcefulness has been cultivated by her childhood.

When I was in the first year of junior high school, the clothing factory at home encountered a sales crisis and a lot of finished clothes were overstocked. In order to help the family share the pressure, she and her grandmother decided to take the inventory to the market and set up a night stall.

This attempt was not successful, but she began to contact e-commerce. "at that time, Taobao online stores began to rise, and I decided to try this new format and opened a 'Sijiqing supermarket' online store, which came from my parents' clothing wholesale store."

"at that time, many people questioned who would buy things online. But I think anything can be bought online in the future. " She became interested in e-commerce. When she graduated from high school in 2010, she did not hesitate to choose the e-commerce major of Alibaba Business School of Hangzhou normal University, opening the way to entrepreneurial practice.

The strong entrepreneurial atmosphere of the college, the "trinity" advanced talent training model, and the careful guidance of teachers and enterprise mentors have strengthened Qian Sicong's confidence and courage to start a business.

As a freshman, the college encouraged students to start a business on Taobao. Qian Sicong set up a start-up team and reopened an online store. Her parents were responsible for the supply of goods, and she was responsible for customer service, model recruitment and marketing. As all the indicators of the online store meet the requirements of Alibaba Business School, her products are a bargain, orders are growing rapidly, and there are more and more customers. In less than half a year, the reputation of the online store reached 1 Crown, becoming the first Crown store of Ali College, with annual sales exceeding 1 million yuan. In 2012, Qian Sicong owned a second crown store and established an independent mall, Haichang Mall, with an annual profit of more than 1 million yuan.

Switch to high-end brands

"the business will last long, and the quality and price will stand the test." This is what father Qian Linhai often says to his daughter.

Once, a customer bought a mink coat worth 90,000 yuan in Qian Sicong's store, which gave her the idea of making high-end clothing.

In July 2011, at her best's insistence, the clothes sold in the online store changed from ordinary women's wear to brand women's wear. Qian Sicong studied the brand structure of Taobao women's wear and came to Guangzhou, the women's wear capital, accompanied by his father. After investigation, she decided, "to sell branded clothing, and to sell counter brands stationed in Hangzhou Mansion."

After the introduction of mid-and high-end women's clothing brands, Qian Sicong found it much more difficult to operate. "A dress can be sold for thousands of yuan, so it's not easy for customers to take pictures quickly." Qian Sicong admitted that no one came to buy it in the first month, and she was very flustered and felt that her online shop of "hibiscus clothes" was going out of business.

As a brand of women's wear, the price advantage on the Internet is not obvious. "then I can only fight for services. Most of my target customers are middle-aged people who don't bother to go shopping and want to buy high-quality products on Taobao. I seize this feature and slowly build up a customer base through quality service." Qian Sicong said with a smile, "Furong clothes" from no business to gradually stabilize at more than 10 orders a day, calculate the gross profit, can earn more than 1 million yuan a year.

Qian Sicong has always had a dream to be a world-famous Chinese women's clothing brand to make Chinese women more beautiful! In 2015, she launched a new brand, Nico Xiudo, positioning it as a light-ripe women's wear brand.

Exclusive agents of high-end brands, independent brands continue to mature, Qian Sicong's business potential has been constantly stimulated. In 2014, she founded Hangzhou Sicong Electronic Commerce Co., Ltd.; in 2015, the company cooperated with a number of brands and obtained an exclusive online agent with sales of 21.6 million yuan.

Pay attention to every detail

"I once went to a relatively remote factory in Shenzhen alone. Along the way, the car became more and more sideways, I became more and more afraid, and it was very difficult to communicate the rectification plan with the factory boss alone." "sometimes when business goes down, I get scared and it's hard for me to deal with suppliers." …… There are still many such experiences, but Qian Sicong is still delighted to see that business is becoming more and more prosperous. "I am particularly gratified to see that a loyal customer has bought more than 400,000 yuan worth of goods in the company."

"if you want to be a good online store, you have to make sure that every detail is perfect." Speaking of the experience of opening a shop, Qian Sicong said clearly: the picture should be good-looking, the description should be carefully worded, and the clothes should be introduced as to what kind of technology and fabric are used. In short, we should pay attention to details, so that customers have a good experience, stimulate their desire to buy.

In the early days of his business, Qian Sicong also picked up the camera to study photography. "due to the difficult conditions in the early days of starting a business, he often needs to work as a model and photography on his own." Later, she slowly fumbled out some ways to take pictures: it would be better to take pictures before 9 o'clock in the morning, when the light is softer and the colors are more real. "selling clothes is taboo, so be sure to let the buyer see the real color clearly." Qian Sicong said.

In order to further improve the customer experience, Qian Sicong has explored the transformation from a simple online retail model to an O2O model since 2013, trying to change the traditional B2C online marketing model by adopting a new mode of online payment and offline experience service. build online and offline interactive channels and optimize customer relationship management.