Women'S Clothing: Quality Control By Luxury

Micro Entrepreneurship

In a small building in Peng Ji industrial district, Luohu, Shenzhen, as long as there is time, Zhou Yong will work with workers to buy Fabrics, design, quality inspection and distribution of logistics and distribution.

Although this is not very impressive, the monthly performance of this small company may surprise you by $67 million per month, and all rely on online sales.

In the month of last month, it also created over a million sales per day.

Bid farewell to "all customers" and climb "Ma Yun"

Set up a website of your own, receive orders through network order and call center mode, then mail delivery.

In 2006, Zhou Yong and his wife, Tan Fei, started their own business in Shenzhen. They cut into the field of women's clothing, and named it "Ou Sha", which was similar to today's famous "all customers".

Unlike her outsider husband, Tan Fei studied textile major at University, and joined JEANSWEST and other clothing companies after graduation. Many years of costume design experience made her women's clothing business very "right". The self built e-commerce mode seems fashionable today, but it still can't stop the fate of the website being closed for two years.

"We start our own business, and the capital is less" fan guest "mode. We need to invest in advertising and build a credit platform. There is not a lot of money to do. It is not suitable for junior entrepreneurs.

Zhou Yong said, in April 2008, just saw Taobao merchants investment, so they took Ma Yun's "ride".

Quality control by luxury

"Sparrows are small but full of all organs."

Although it is an undertaking, she still has a relatively complete "industrial chain".

It has independent designers, fabric procurement team, all products are developed by themselves.

Initially, Zhou Yong used outsourcing to find factory OEM, but most of the time it was a closed door.

"The General Factory is more willing to take large orders, not to take a small number of multi style orders."

So in July 2008, he set up his own factory.

Although now, ESA also outsource some businesses to other enterprises, it will put the difficult clothing in its own factory to ensure its quality and speed.

She is positioned as a white-collar consumer group.

This means that it has both experienced the most discerning group of people, picking on quality and tempting prices.

"To ensure quality by means of luxury, pay attention to details and brand."

Zhou Yong said that the network platform will expose all the customers' comments, and quality is the first and most important part of the brand.

For example, the production of windbreaker is usually made of paper or knitted fabric, while the latter price is about 10 times the price of the former, but the effect is longer than that of paper.

"We still choose the high cost knitted fabric. These details consumers may not find at once, but we can feel different when we wear them several times."

According to his introduction, estha also established a full quality problem tracking system, a customer return of the quality of the product, which can be traced to which Q A, Q C, the workshop and even all the links to the parking space.

The price of ESA is usually around 200 yuan, which is sold all over the Internet.

But earlier, Zhou Yong tried to set up a physical store.

"Compared with O N LY and European brands, I have confidence in the design and quality of my products, and if I pass through a physical store, I will lose the price advantage."

He analyzed that the rental cost of physical stores is too high, and the pressure on brands starting from the Internet is very great.

Take the famous shopping malls in Shenzhen as an example, a 30%-40% of 500 yuan is a mall's Commission, 10%-20% is the difference between agents, and there are inventory costs, salesmen's wages and royalties, but the cost to clothing is only 50-100 yuan.

"The cost of saving these stores is our price advantage, while retaining the appropriate profit margins."