Seven the founder of grid Cao Qing It was born in 1982, and her entrepreneurial route was the result of her own careful planning and planning. Her success represented the future mode of Internet brand: strategy + brand + supply chain. The seven grid has also become a typical brand in the red C2C.

　　 Store brand to Clothing brand

Many of the original designers of Taobao brand are entrepreneurs who open their shop through the Internet, play design, make friends, get a sense of identity and be more interested in business than in business, but succeed in marketing the brand. This track can be seen from the growth process of aka, rip and silk brands.

Many brands on Taobao have been transformed from big sellers, that is, when they first opened stores and distributed, they began to register their brands when the stores became bigger. But Cao Qing is different, making the brand at the very beginning in her plan, has not registered the company before, has registered two brands of othermix and IAIZO. However, from 2006 to 2009, Cao Qing did not really own his own brand. She took advantage of her father's company's foreign trade opportunities to understand the international trend of clothing.

In Cao Qing's view, there are mainly two ways to develop Taobao: one is to do distribution, to find suppliers to supply, and to sell in stores; the other way is to make brand by oneself, to find factory OEM or to run factories on their own. The former is the most common way of starting a business on Taobao, but it can not control the supply of goods, but it can only play a small role. And making brand is the most important way to turn from Taobao shop to enterprise operation.

On the Internet, a magic weapon for the clothing brand to catch the eyeball is a distinctive brand personality, for example, the style of aka is the palace retro style, which conveys the gentle beauty. Seven, gripping the eyeball is the impact of the tidal current. Shrugs, rivets, Mashup, plush, color sense... Seven grid applications are the most popular elements of the season. Jia Jia describes seven styles of clothes, using only one word: tide!

But the brand image of this word is not easy to communicate to users through the plane. Cao Qing husband He Senjie is a fashion designer, led by him to set up a professional designer team and collocation division team, and set up a very professional studio, spent heavily to hire a new silk road model competition sub area champion DODO model. In Cao Qing's words, DODO is not the most beautiful, but her temperament and style are completely natural through make-up and collocation and seven grid brand. The fashion and sunshine feel can be remembered at once.

　 Main brand + sub brand + multi channel

In Cao Qing's brand philosophy, Seven grid As a brand and its flag brand functions are different: seven grid is the concept of gathering the trend of big brands, is the gathering place of the tide people, is the weathervane of the trend of network clothing. Othermix and IAIZO focus on clothing itself, and have different brand positioning. Othermix emphasizes the combination of body, sexy, punk, rock and independent elements; IAIZO creates a sense of parity. The two brands are not very different in style, but the multi brand strategy has a good application in the channel development.

In Taobao mall, othermix is unveiled in the form of a flagship flagship store. Cao Qing introduced that on the Taobao website, seven grid also developed some agents, which appeared in other shops, that is, othermix or IAIZO brand. The multi brand strategy has more room to play in multi-channel development for the seven grid.

Under the background of the rapid development of e-commerce, many electronic business platforms are taking an open route, which gives the network brand more room for development. Whether it is brand or shop, traffic and conversion rate are lifeline. In Cao Qing's words, "where there is high quality traffic, where will our brand appear?" From the perspective of absorbing more quality flow and creating more conversion rate, multi brand strategy under multi-channel background is an effective means. Seven grid can be launched according to the characteristics of different platforms, targeted to launch its own brand, it can also appear on the same platform with different brand stores.

　　 Reorganization of supply chain

The development of Internet brand often goes through a boom period of business. The rapid growth of business and the short board of management will form fierce contradictions and burst out at some node. For Amoy brands, the supply chain system is the key link of this process. Seven the crisis that Georgia once encountered is also the crisis of supply chain.

Seven the operation mode of grid is a typical "light company" mode, which controls the design and sales, and the manufacturing link is completed by the foundries. In general, the initial delivery of Taobao shops is done manually. People engaged in e-commerce industry have such experience, artificial delivery, if there are hundreds of bills per day can also cope with; if there are thousands of bills per day, it will be faced with tremendous pressure; if tens of thousands per day, it is a disaster.

Another way to integrate supply chain is to choose foundries. Cao Qing's choice of foundries is not necessarily the largest, but the quality concept is the same, but we must occupy at least 30% of the other party's production capacity, so as to ensure the quality of our products and the time of shipment.

Another advantage of reforming supply chain is that data mining department is linked with design and production through the system. The responsibility of the data mining department is to analyze the sales data everyday, such as the selling rate, the possibility of the order, the buyer's opinion, etc. These analysis results can in turn guide design and production. In the process of running in with factories, factories have gradually established a suitable response mechanism for seven grids. For example, the factory can currently publish 3~5 days, the first 10 days, 7 days. The turnover rate is over 70%, and the inventory rate is below 3%.