Net Red Opens Clothing Shop: Does Not Sell Clothes To Sell The Flow.

Her name is Zhang Linchao, a Pinghu girl with 2 million micro-blog fans. He ranked the top three in the 2016 China electricity supplier list released by CBNData recently.

Compared with the stunning appearance, Zhang Linchao's more objective is to open Taobao.

In less than 4 years, she did not advertise, and did not find celebrity endorsements, but achieved annual sales volume of more than 100 million yuan.

What she relies on is the only card in her hand -- net red identity.

She insists on producing high quality content. In the past month, her micro-blog fans grew by 300 thousand.

Accurate performance. Today, online shops send 3500 packages at most a day.

Zhang Linchao said his fashion industry is in the ascendant.

Fashion trend

Zhang Linchao, who lives in Pinghu, Jiaxing, is a place of clothing factories everywhere.

Born in a merchant's home, she was accustomed to the rise and fall of local clothing enterprises from an early age.

"Most of them do foreign trade OEM, low price orders, small profits run, fierce competition."

Zhang Linchao knew that the clothing industry is a traditional industry which is hard to do.

But Zhang Linchao has a passion for fashion industry.

In 2012, she returned from studying in England, determined not to obey her parents' arrangements to go to work in her own business, and resolutely chose to open Taobao shop to sell clothes.

At that time, on the Taobao platform,

It's hard to get out of the world, so Zhang Linchao thought of his micro-blog account, which he had worked for many years.

Because she likes to socialize, Zhang Linchao has taken part in all kinds of activities from University, developed a large number of micro-blog friends, plus she has been playing for a long time to "change things" activities, Zhang Linchao's micro-blog friends up to 30 thousand.

With such resources, Zhang Linchao decided to try the mode of "social networking + e-commerce".

And many clothes

In the first place, Zhang Linchao just went.

"Amoy" clothes, personalized clothes of the tide clothing, try it on yourself, upload photos of good effects to micro-blog.

Because of her creativity and fashion, she soon gained praise from micro-blog friends, and many people went to her Taobao store to buy clothes.

In this way, Zhang Linchao did not play any advertising on Taobao, but he netted 30 thousand yuan in the first month.

When the shop became popular, Zhang Linchao became more confident and decided to quit.

The two dealers in the factory.

"Only by designing and producing themselves, and ensuring the fashion elements and quality of clothing can we make business bigger."

In order to make this clear, Zhang Linchao invited a designer, a printer, a customer service, a design director and a model, and a studio was established.

She named her brand "Lin Edition Limit" and positioned herself as the leading high-end fashion dress.

At that time, I sold clothes on micro-blog.

Not many, Zhang Linchao, because of her unique fashion dress, quickly became the fashion opinion leader in many young women's eyes. Her micro-blog fans rapidly increased from tens of thousands to tens of thousands, thus breaking through millions.

With that, Zhang Linchao's Taobao store sales increased geometrically.

Last year, "double 11" early in the morning, Zhang Linchao's online store sales of 1 hours exceeded 10 million yuan, surpassing many of Pinghu's traditions.

The performance of an enterprise for one year.

"Everyone is a fan of mine, not because I am beautiful and photographed well, but because I continuously produce high quality micro-blog content."

As the business grew bigger and bigger, Zhang Linchao also had a clearer definition of his net red identity: net red, in fact, the opinion leader in a certain field must always maintain a unique opinion and taste in his field, and this grade is far beyond the average of the public.

For this reason, Zhang Linchao now takes designers to the fashion capital of London, Milan, Paris and New York almost every month, watching shows, watching money and taking photos, grasping the latest fashion trends, grasping the popular elements of the season, and then pforming them into design inspiration.

The contest between net and red is to see who will drill deeper in their fields and invest more time and energy.

Zhang Linchao said, this is a net red self cultivation.

Decisive battle of flux

In Zhang Linchao's opinion, rather than selling women's clothing, it's better to sell a fashion lifestyle that everyone can afford, and gather a group of fans with the same pursuit of life around them.

"When it comes to women's net red, maybe many people will think that their fans are definitely fans of their fans."

Zhang Linchao said, in fact, this is a misunderstanding, at least for my fashion red net, the number of female fans is far more than that of men.

"Last year, I held a fan meeting in Pinghu. Almost all of the 200 fans were urban women from the first tier cities in northern Guangdong and Shenzhen, including female entrepreneurs, university teachers, and even civil servants of the Ministry of foreign affairs."

"The consumption structure is upgrading, and more and more young knowledge women are in favor of the international tide.

They are not short of purchasing power, but there is an urgent need for them to direct their direction. "

Zhang Linchao said, and they are those eyes that they understand and touch with international fashion.

"When I came to New York, Milan and other fashion shows, photos and videos were posted online in real time, which means that they took them together at the forefront of fashion.

"So, these fans began to like my clothes, and then I recognized my understanding of fashion, and finally became a follower of my way of life."

Fans are the most valuable asset of every net red, and they are also the foundation of their cash settlement.

Zhang Linchao successfully created his "white rich beauty" fashion beauty image, but also to his fans group with obvious labelling.

This makes Zhang Linchao almost no resistance in the process of accurate realisation, and successfully leads micro-blog fans to Taobao stores for consumption.

This also gave her the tradition.

Advantages that can not be matched - a lot of continuous, low cost traffic.

Taobao has been operating Taobao for more than 3 years.

In her view, the rise of Internet Hong Kong electricity providers is the result of increasingly scarce traffic, and the traffic on the social platform is just a new force in the e-commerce platform.

On Ali platform, active now

Over 1000, every household appliance business needs expansion and flow to support its operation and expansion.

As a result, the giant electricity supplier companies launched a battle for traffic, pushing up the price of traffic.

After a fight, traffic eventually gathered to some giant companies, and those second tier and third tier teams even scattered.

They are facing an awkward situation, not buying traffic, poor sales performance, and buying traffic may be just losing money.

The increasingly intense traffic war has made Zhang Linchao more appreciative of every fan on micro-blog.

To this end, she striving to "pull new" and "retain", that is, the development of new fans and increase the viscosity of existing fans.

From mid May to now, in just a month, Zhang Linchao's micro-blog fans grew by nearly 300 thousand.

Zhang Linchao's secret is to increase interaction with fans.

Even if it's all night long, she has to make sure that at least two new releases are released every month, so that fans can form a habit of visiting her micro-blog regularly. At the same time, she is drying her life on the Internet at a higher frequency, showing her fans a real self. In addition, Zhang Linchao has developed nearly 20 teams to run micro-blog and WeChat to interact with fans through comments, forwarding and private letters, so as to shorten the distance from fans.

"If people see stars need to look up to 45 degrees, then I want fans to look at me, just 5 degrees."

Zhang Linchao said that for most people, the lifestyle of the star is beyond the reach of the world, and the economy is hard to bear; and micro-blog's net should obviously be more popular, and the way many urban women yearn for and get.

Supply chain

At the end of May this year, Zhang Linchao was in "China in 2016".

The list of red list has ranked the top three.

Just last year, in the TOP100 ranking of Taobao women's clothing store, Zhang Linchao's online store was only seventh.

Earlier, Zhang Linchao's influence in the net red group was far less than that.

In just over a year, why can Zhang Linchao catch up with one of his competitors? Zhang Linchao is proud to say that this is due to his father, Zhang Xuefeng.

A few years ago, Zhang Linchao would not use Taobao, and he strongly opposed the father of the clothing business. Now, however, he has set up a complete system for his daughter with his experience of running foreign trade factories for more than ten years.

Production supply chain, so that Zhang Linchao can accumulate.

What is the key to the contest between Internet and red merchants? In Zhang Xuefeng's view, it is better than the ability to produce micro-blog content and to interact with fans.

"But more importantly, competition.

Production supply chain. "

He said that only the quality of production clothing is reliable, good reputation, business can become bigger and bigger.

On how to "absorb powder", this year's 54 year old Zhang Xuefeng "do not understand nor help daughter."

However, grasping production is precisely the strength of Zhang Xuefeng, who has been running foreign trade for more than 10 years, and is also the soft rib of her daughter.

When Zhang Linchao's online shop began to thrive, Zhang Xuefeng was keenly aware of the importance of production.

So he handed over the 200 million yuan factory to his wife.

Production.

According to the number of orders at the front end, Zhang Xuefeng promptly adjusted and configured the production technicians of the fashion factory.

In his hands, the garment factory gradually developed from the first ten people to the present more than 300 people.

"Apart from the" double 11 "and other special days, our production capacity is completely self-supporting.

Zhang Xuefeng added that he also contacted many garment enterprises on the basis of his connections in Pinghu. "Even if we need to outsource small orders, we can also ensure quality."

Zhang Linchao knew the importance of his father's help.

She said he had a net red in Hangzhou.

Friends, because of the supply chain problems.

Because the energy is limited, and there is no self production.

Experience, the net red is responsible for the design and selection of clothing styles, orders to other.

Factory OEM.

However, whenever the order is over, she can't find enough production enterprises, or because the order is urgent, the quality of the products produced is not guaranteed, and the buyer's feedback is very poor.

Gradually, her clothing business is becoming more and more difficult to do, and micro-blog fans have been stagnant one or two years ago, even about 600000.

"Of course, solving the supply chain problem is not the only way to build a production line."

Zhang Linchao said, at the moment, many net red.

Signed a network of red brokers, from these supply chain companies to provide protection for their products.

Out of confidence in her products, Zhang Linchao decided to start a free repair after October with all the women's clothes sold in her shop since October last year.

"Because the production line is in our own hands, it is trivial for our customers to patch up buttons and change zippers, and for buyers, they may be allowed to wear more than one season."

Zhang Linchao said that after the launch of the service, she did not bring too much extra cost to her, and now she received ten pieces of clothing required for repairs every month.

"But the word of mouth effect is very obvious, whether online shop or micro-blog, fans are all very well received."

The praise of fans made Zhang Linchao particularly happy. She felt that this made her distance from fans closer.

"All say net red is" Internet + "star, in fact, I would like to be my every fan's online girlfriends.

Zhang Linchao, who loves beauty, says she wants to give more "girlfriends" to her fashion statement.