E&A Designs Beautiful And Comfortable Heels Based On The Chinese Foot Type.

The girls must understand the pain.

The latest Ellen&Allen in Shanghai (E&A) is based on the Chinese foot type.

Beautiful and comfortable high-heeled shoes.

Allen, founder of E&A, said

Using price depressions to seize the market, production technology and materials are totally separated from the ingenuity process. The international brand is expensive on the one hand, and the international brand is not designed according to the Chinese foot type, and it will wear out.

"A pair of shoes needs 4.5 pairs of stock areas to support its sales."

Allen said that E&A has created a small flexible supply chain through the Internet to reduce the cost of inventory, stores and personnel.

One of the advantages of the supply chain comes from the factory resources that Allen family businesses have been precipitating for decades. There are many international brand foundry factories.

At the same time, E&A provides a streamlined pformation plan for factories, helping factories shorten production cycle, reduce development and inventory costs, and increase profit margins.

At present, E&A has chosen 4 factories to cooperate. Allen introduced that the price from the factory is very low, the price of the international brand in the shopping mall is 8 to 10 times that of the brand, and the domestic brand is 6.5 to 8.5 times.

Therefore, the gross profit of E&A can reach 50%.

The frequency of shoes consumption is not high. According to market research, the average woman buys about ten pairs of shoes a year.

At the same time, in order to reduce inventory, E&A put forward the concept of "flash sale", which will be sold on a weekly basis and sold at a limited price.

In terms of price, all E&A shoes are priced at 599 yuan, and the current SKU number is only more than 20.

Allen said that the purpose of this design is to give users two simple impressions: first, their shoes are sold out without discounts; second, all shoes are 599 yuan, and no price is needed.

In terms of designers, E&A is currently working with more than 20 independent designers.

Allen finds that many designers encounter bottlenecks in their personal brand ventures, even though they have entered well-known buyers' stores, but sales can not run.

E&A wants to provide stable back-end supply chain and front-end users for designers.

In addition to designers, E&A encourages users to participate in shoe design.

The threshold of design is not high enough. E&A provides nine fixed last models. Users only need to add some favorite elements on the basis of these last shapes, and decide the production of shoes according to the result of voting.

Many girls buy a lot of high heels, but want to own their own high heels.

E&A wants to do some experiments in this field.

The shoes need to be put on the feet to try on them before they know whether they fit well, which will greatly increase the replacement rate of shoes.

To this end, E&A designed the "Try Me" link.

For the first time, a user who buys a pre order product can get a pair of three pairs of shoes from E&A free of charge.

For example, if the number of code provided by the user is 37, then she will get 36.5, 37, 37.5 three double test shoes.

After finding the best code, send the remaining two pairs back to E&A.

This way, users will know the exact size of their E&A shoes.

E&A online for more than a month, sales in hundreds of around, mainly rely on the circle of friends and micro-blog word of mouth.

E&A hopes that the designer brand incubator can be made in the future and hatch out different styles of designer brand.

Because target users are women between the ages of 25 and 35, besides high-heeled shoes, they will try other kinds of products.