Half Chinese Ink Is Used To Tap The Market In China.

Semi ink is a cross border fusion of Chinese wind and popular elements, with a more suitable version of the large population, designed for original clothing of the obese people. The reason why the Chinese style is cut is that in 2015, there are already several large yards shops leading the market in the fair market. They tend to focus on the fashion fashions, and at the same time, there are already relatively mature shops in the Chinese wind market.

Aiming at small and beautiful, creating a niche market has become the industry consensus in e-commerce.

The big size clothing market is nothing more than just a few reasons: fashion circles tend to be the most outstanding customers. The users who need large size clothing find it difficult to find suitable and good clothing in the market. But nowadays, the obese people have become more and more popular, and compared with the female market, the men's clothing market has a relatively low degree of concern.

At that time, Li Xiao was considering how to pform. Homogenization of commodity competition made him find that the market shop was not a permanent solution. But in 2015, it was not too early to start again on Taobao. Finding a relatively blank market demand is particularly important.

Choosing to enter China's large size men's clothing market with Chinese style, in just 1 years, let it break out of the tight encirclement from the fierce Taobao men's wear, sales exceeded millions, repeat purchase remained at 20~30%, the store showed a steady upward trend, and for a newly born brand, its performance was really bright.

Prior to the establishment of semi ink, Li Xiaozheng ran a flagship.

After two years of operation, the shop went through a period of outbreak and entered a steady development.

However, with the increasing number of merchants entering the market, the competitiveness of products is hard to be highlighted because of the serious competition in product homogenization.

"At that time, I was thinking about whether I need to change my mind and do a relatively heavier original design. The way to price or operate means is too far away from customers, which is not my favorite state."

But it also puts Li Xiao in a dilemma. One side is the market which is fiercely competitive, and the other is the unknown prospect.

Fortunately, despite a skeptical attitude, the original team members chose to trust Li Xiao's judgment and began to focus on the original design brand: half ink.

Semi ink is a cross border fusion of Chinese wind and popular elements, with a more suitable version of the large population, designed for original clothing of the obese people. The reason why the Chinese style is cut is that in 2015, there are already several large yards shops leading the market in the fair market. They tend to focus on the fashion fashions, and at the same time, there are already relatively mature shops in the Chinese wind market.

"It's like a 100 meter race. There's no need to compete with someone who's already twenty or thirty meters ahead of you, but you can consider changing your opponent."

Li Xiao felt that the existence of relatively mature Chinese style and large shops in the market confirmed the existence of demand groups in these two markets. But the integration of the two markets is still a relatively blank market, which is perhaps an opportunity.

Half of the ink to do is to push a specific style to a specific group of people, which is different from other brands in Li Xiao's view. "All the ways of starting friends, post bar, micro-blog, mass mail and so on all need to be used. This process must be tolerant, and can be promoted through operational means after having a drill," which is the original expertise of the team.

"Only the fat people can understand the special psychology of the crowd themselves."

But on the contrary, he is a real thin person, so he can not "empathize with each other". Designers need to stand in their own customers to think about their needs.

First of all, fat people will be faced with the problem of lack of code when buying clothes. First, we must establish a more subdivided supply chain, which is tailored to the obese people.

General clothing basically 3XL will not go up again, and in half ink, the smallest size is 2XL start, the maximum can reach 6XL, but because the code word set more, in the production of each size production must be strict planning and control, otherwise easy to hoard a large number of stocks.

Secondly, in terms of products, due to the existence of larger shoulders and thicker calves, the teams need to take these factors into consideration when designing the products. It happens that the shoulder joint design of the Chinese wind can make the shoulders more natural and comfortable without any tension.

Of course, Li Xiao admitted that if the design team had a close proximity with the customer, the designer would certainly be more like a duck in water, but it could only take its natural course, so he would pay much attention to customer opinions and needs, such as tens of thousands of comments on the shop, and he had seen almost every thing that did not fall down, and summarized useful suggestions and opinions.

In addition, semi ink is also collecting customers' opinions through WeChat micro-blog, and even considering building a physical store to communicate with customers later.

But what is interesting is that when it comes to the end of the supply chain, Li Xiao, who needs unlimited access to customers, has different views on the view that many people believe that the supply chain of the Internet era should be a small batch quick response.

Li Xiao thinks that large-scale reverse customization is very operable. Only when the output of a product is higher, the production cost will be lower, and the higher the proficiency of the workers, the shorter the production cycle will be.

But if we only produce a small number of products according to the needs of users and carry out the new products frequently, this is a violation of the laws of the industry.

Therefore, in order to avoid risks, it is more practical for small and medium-sized sellers to make their own plans. After all, it is much simpler to change themselves than to change the industry rules.

At present, the new growth is still a problem which needs to be solved urgently, because of the limitation of team design ability.

Generally speaking, a new state is maintained on a monthly basis. Following up, Li Xiao wants to expand the team building to raise the new frequency to two times a month, and stimulate customers' shopping by increasing SKU.

Product and supply chain is a point that can not be done in original design. There are no shortcuts to do these two things, only two words: to knock.

For newly established shops, the establishment of their own factories is too much investment and the choice of suitable foundries is the choice of most brands.

With the increase of sales volume, the cooperation of semi ink has gradually changed from the original small factory to a medium-sized factory with a certain production capacity and larger scale. However, no matter how the scale of the partners is, the quality of production is the most important criterion for deciding the partners by half ink measurement: "after all, everyone wants to do a back business".

In order to create a better customer experience, Li Xiao has also been "cruel" to his customer service team.

It is inevitable that buyers and sellers will have friction in business.

For Taobao shops, when conflicts arise, customer service is often the first line to withstand customers' anger. The customer service line reply follows "customers are God" is the requirement of many companies, but the special feature of half ink is that even if the line is offline, Li Xiao also does not allow customer service to have the voice of complaining customers: "although the online service is communicating with words, the screen can actually pass the temperature, and since it has done this industry, even if there are grievances, it must be endured".

But when the pressure is too much, it will inevitably cause depressed mood to the customer service, so all kinds of team extension activities have become the daily routine of semi ink.

Talking about the difference between the beginning of semi ink and the half ink now, Li Xiao's evaluation is: reborn.

From product design to up to new speed, from shooting to visual presentation, shops are constantly changing and iterating, thereby increasing their competitiveness: "entrepreneurship is a matter of ten omnipotence. Once you can't keep up with the changes, then you will inevitably face elimination."

Half ink will also focus on the crowd to see whether the sub brand can be extended from the development of new demand points to meet the demand and further expand the scope of business.

However, the top priority of semi ink is to expand multi-channel, so that the design products can reach more people, expand market influence and market share.