Dream Bazaar Rush Internet Blank Market 2

The initial investment of e-commerce websites is relatively large. In the industry's words, only front office sales are the sectors that earn money, and all other departments are spending money.

Therefore, in order to maintain a higher profit margin, we need to design the model at the very beginning.

It is the role of baton as a "profit margin" that allows dream bazaar to choose the brand mode rather than the platform mode.

As we all know, the gross profit margin of the B2C platform is relatively low, for example, there is also a domestic specialized underwear vertical platform, representing all kinds of underwear brands in China, but the supplier's supply price is only 34% off, and only 30% gross profit is sold under the line price.

Usually, online prices are lower than offline prices to attract customers.

As a result, the gross profit margin of the online platform is only 20%.

She Xincheng seems that at such a profit level, it is not enough to support the initial operation and development of the company.

Therefore, in the initial choice, dream bazaar adheres to its own brand.

However,

Li Shudong said that in the future, the expansion of dream bazaar will be different from that of van customer. Dream bazaar will mainly adhere to underwear, while expanding other categories, it will create a new private brand.

Functional strategy to start the market

Although underwear is a profiteering industry, the profit margins of underwear brands are not high in traditional channels.

It is understood that underwear in shopping malls increase the rate of more than 10 times, that is to say, selling underwear in the mall 300 yuan, the cost is less than 30 yuan.

But in addition to the high cost of channels, it is more important that the SKU of underwear is larger, with a number of more than a dozen corresponding styles, while the sales ratio is only 21 or even 31.

As a result, the stock pressure of underwear brands is very high, and profits are eaten by inventory.

However, the advantage of e-commerce is eliminating the cost of channel, which makes the price of underwear in the network channel can be significantly reduced, so that the same product has a great competitive advantage compared with the traditional channel.

But underwear, after all, is a highly confidential category. Online channels need to be tried out, especially for women who do not have very standard chest shape. For these people, Internet channels still need a trial cost.

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In the mainstream shopping malls of the Chinese market, women's underwear is mainly made of B cups and C cups. Large bra sizes are usually less stocked, so women with smaller or larger breasts tend to find underwear more difficult in the mall.

But this kind of chest is not standard consumers, but is the pursuit of functional underwear, such as concentration, shaping, upgrading and other functions.

She Xincheng said that it is based on the analysis of consumer behavior, while bazaar is trying to lower the cost while adopting functional underwear to start the market.

First,

However, although the company has maintained a relatively high growth rate and profit margins, she still admits that dream bazaar is still learning from Amazon.

In his view, the most critical part of e-commerce is not the front-end supply chain, nor the back-end storage and logistics, but the data analysis technology based on IT system.

Only with accurate data analysis can the maximum conversion rate be achieved.

For example, according to the data, the customers' preferences in different regions are analyzed. Customers in different regions will see different pages and products when they log on to the website. At the same time, they may also analyze the preferences of different customers for fabrics and models according to the sales of products, so as to recommend the next customers when they log in.

She Xincheng said that based on this data analysis to guide design and production and inventory, we can maximize customer satisfaction, reduce inventory and reduce costs, and ultimately get the maximum gross profit margin.

Investment story

Zhu Xiaohu, partner of the venture capital fund of Jinsha River, said that the first Internet listing enterprise is portals, the second is the game website, the third wave must be e-commerce, and the future listing of e-commerce enterprises will be far more than the number of game companies.

Therefore, there is great potential in the field of e-commerce.

Dream bazaar is positioned on the network of women's underwear brand, making a new brand in the traditional channel may not have the opportunity, but in the Internet channel, this is still a blank market, so space is very big.

In addition, as a private brand, dream bazaar has basically never made any detours since its establishment and development.

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