Almost every girl has a girlish heart and a princess dream in her heart. But not every Cinderella can meet a prince charming. For many ordinary girls, they cannot become a real princess or have a romantic relationship with the prince. However, by wearing sweet princess-style clothes to satisfy some princess dreams, it seems much easier to realize. The founder of Candy Rain's store is such a girl with a dream full of princesses.
Clicking on the homepage of Candy Rain is like breaking into a princess castle, the pink, bows, lace lace, small pom pom... all kinds of elements that can trigger the ploppy girl's heart are presented in front of you one by one. This old store, which has been open on Taobao for six years, has officially gathered a wave of fans who love this style with its unique style. Today, annual sales have exceeded 20 million, 4 times more than the previous year, ranking first among princess-style clothing.
The collision between Princess Wind and LOLITA
When it comes to the original intention of the brand, this is closely related to the interests of the founder of Candy Rain. As a supporter of the princess style, the owner has been addicted to all kinds of gorgeous anime costumes and Japanese makeup since he was a child. From his usual dress to his decoration style to his home, all of them are full of princess style. The birth of Candy Rain in 2010 was her bold attempt to push herself into others.
The Japanese princess style is too niche, without popularity, and without a fixed customer base. This young and young store is difficult at the beginning. Many friends have tried to dissuade the owner from changing their style more than once, but with a passion for love that is greater than business, he gritted his teeth and persevered. At this time, she met Lipsky, who had served as a designer of a Japanese clothing brand. A sense of resonance for the princess style arose between the two girls.
Lipsky lived in Japan since childhood and was deeply influenced by LOLITA's style. The two suddenly felt a sense of mutual appreciation for similar interests and hobbies in clothing styles. They hit it off immediately and quickly became intimate work partners. With the addition of Lipsky, Candy Rain began to try to design independently.
The style of Candy Rain gradually became clear as the two people explored it slowly. It was mainly divided into two lines: light luxury sweet princess and fairy-fantasy and beautiful barbie. The former was mainly expressed by bulging skirts, lace lace, bows, and hand-embroidery, while the latter was highlighted by florals, sleeves, pink colors and court-style straps. Compared with the Taobao environment where the main market was mainly used, Candy Rain's design was different from other homes, which won it many customers with the style of Princess, and it also became its first loyal customers.
Candy Rain’s customers are very active, and this group is mostly concentrated between 16 and 28 years old. They like to share and show themselves, which can be seen from the interaction under single product reviews. The enthusiasm of this group of customers is more reflected in Candy Rain's Supreme VIP group. In the group, everyone talks and shares various life hours. They gradually get out of the simple business relationship and accumulate deeper friendship.
Grasp the "Princess Heart"
Although Candy Rain is the princess style, it integrates the most popular trend elements every season and conducts innovative designs, which may be one of the reasons why it is becoming more and more popular. From the beginning of one design, one artist, one customer service and one delivery to now, Candy Rain has gradually grown into a team of more than 60 people, investing no less than 1.5 million yuan in new product research and development every year.
New models are launched every month, and dozens of models are released at a time. The new models regularly release have unique themes, such as the Adventures of Double 12, the Brilliant Dream Feast of Double 11, etc. Regularly publishing themes to ensure the long-lasting vitality of the product line. Every single item in the theme needs to go through hard work if you want to meet customers.
Complete the design draft is only the first step for the designer in the design work. Next, he needs to match the most suitable production materials for his creative first draft and strive to present the best effect before he can hand it over to the supervisor for first review. It was common to be asked to modify seven or eight times during this period. After the ready-to-wear was actually cut, it felt that everything would not mean that everything would be fine. The second and even the third round of review and modification of the ready-to-wear was also often seen. Before each item of Candy Rain was put on the shelves, every needle and one thread experienced the seriousness and "turtle hair" of the team behind the scenes. Using design to maintain customers is the core part of the team, and the team is also relaxed at all in terms of customer experience.
Customer experience is generally improved through three aspects: first, the most important thing is to ensure the quality of the product, and second, the service attitude of the customer service. The first question answering is within 1 second (automatic response phrase), the question answering ratio must reach 100%, the average reply time cannot exceed 20 seconds, etc. Detailed regulations have been made in the aspects, and finally, it is necessary to ensure that the logistics time cannot exceed customer expectations.
For the maintenance of old customers, Candy Rain has a strict system. The Supreme VIP group focuses on maintenance, customer care for more than 2 shopping times, and store consumption is 1,000 yuan. Customers are greeted by phone follow-up visits, WeChat red envelopes, after-sales service, etc.; for orders that cannot be sent for more than 5 days, orders that cannot be sent for less than 5 days are maintained; orders that cannot be sent for less than 3-6 months are sent for store discount coupons, and for those that have not been consumed for 6-12 months are sent for care and text messages plus discount coupons.
Due to Candy Rain's efforts to maintain customers, some old customers have become the "pathogen" of word-of-mouth transmission, and about 10% of the new customers in the store are driven by old customers. Faced with some other people who love the princess style, Candy Rain will also use the in-site traffic diversion method to find ways to make more customers discover it.
"Princess" also has minor troubles
Inventory, as a long-standing problem in the clothing industry, is also one of the problems of Candy Rain.
At present, the store mainly combines 30% pre-sale and 70% spot. However, unlike other stores, even the pre-sale style candy rain will produce some spot based on previous sales experience, so as to give a better customer experience. Then, through the sales volume in the previous few days, it will be estimated and then added to the production. Generally, each model can be shipped about 200~300 pieces in 3 to 5 days.
For inventory problems that are inaccurate and are inevitable, Candy Rain chooses to use lucky bags to deal with the loss. For consumers, the emergence of lucky bags can bring some small expectations and surprises in shopping, and generally speaking, lucky bags are all good-value products, and they are also disguised discount enjoyment. For Candy Rain, although the sales of lucky bags are facing losses, this can convert the goods hoarded in the warehouse into sales, which is also a way to minimize losses.
In addition to inventory, this year's Double 11 also encountered another problem with Candy Rain, which is the unexpected hit. If you want to ask what Candy Rain's famous dark horse is this year, it is not a certain princess-style clothing that sells particularly well, but shoes. More than 1.5 million sold on Double 11, of which 300,000 were sold. This product was sold as a matching item for clothing at the beginning, and became a hit product in one fell swoop, which surprised Candy Rain and really felt that it was a bit tricky. Therefore, in the next large-scale activities, inventory issues, warehouse issues, and discount issues are all places that candy rain needs to be explored further.
As the store grows, some customers who accompany the store to grow up have gradually begun to have age restrictions on the sweetness and pinkness of the Japanese princess style. Therefore, the store will consider expanding towards the Korean princess style next year. Compared with the Japanese princess style, its design is simpler and smoother, suitable for the public, but at the same time it retains some characteristics of the princess style, which not only allows old customers with a princess dream to enjoy it more, but also try to reach some consumer groups that cannot reach now, thereby making the cake bigger.
In 2013, the candyrain flagship store, which was translated as the English translation of Candy Rain, was officially operated. From design, production to sales, Candy Rain formed a one-stop self-production and self-sales service. Since there is no representative offline girl brand in China, some franchisees and distributors have begun to pay attention to this brand with a very girlish heart. In 2014, Candy Rain gradually developed offline, and Taiwan became its first stop in offline development. Next, consumers will have the opportunity to meet offline Candy Rain in more places.
Lao Gao Crown Club – E-commerce Case
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