Orolay, a domestic down jacket brand, is popular in Europe and the United States, and has been on the top of Amazon's clothing bestseller list for several times. On social media such as Instagram, it is even "phenomenal", with a large number of netizens sharing their own wearing experience.
North America and Europe are full of well-qualified and high-quality down jacket brands. In the fiercely competitive environment, Orolay was able to break ground, showing the potential of Chinese brands to "go overseas" and usher in their own spring.
What exactly is Orolay's cross-border "success learning" formula?
Choose to go overseas and go to a better future
Orolay, founded by Mr. Qiu Jiawei in 2012, belongs to Jiaxing Zichi Trading Co., Ltd. It is a brand that focuses on the design, production and sales of down jackets.
After Orolay established its brand, it has been doing domestic e-commerce for a period of time, but the effect is not very satisfactory.
In 2013, the spring breeze of Amazon blew into China . Orolay found business opportunities in overseas clothing category, decisively shut down domestic projects, and actively invested in overseas business. It is the first batch of enterprises in China to step into the wave of cross-border e-commerce.
Create "Orolay" brand stores on the Amazon platform, develop channels such as Lotte, Wal-Mart, and independent stations, and have industrial layouts in North America, Europe and other places.
Facts have proved that going to sea is the right choice, allowing Orolay to go to a better future.
With the help of Amazon, Orolay has successfully taken root, sprouted and grown overseas, and its down jackets sell well all over the world. As an Amazon hit, it once sold 10,000 pieces on the platform in two days, and was named "Amazon Coat" by well-known media such as the New York Times. It can be described as a successful benchmark for domestic brands going overseas .
Cross-border e-commerce has many processes and complicated matters. As Orolay's overseas business grows, the difficulty of process management also increases.
Therefore, Orolay is eager to find a powerful cross-border e-commerce ERP , refined management of complex supply chain, operation, financial processes, in order to improve the team's ability to work together and enterprise competitiveness.
When Orolay was looking for an ERP system, there were three important selection criteria: data security, user experience, and product innovation . In the end, it chose Leader ERP that complied with the above three standards , so as to find a solution for the refined operation of cross-border e-commerce.
Mr. Ding of Orolay said: "We have seen Leader ERP in cross-border e-commerce summits, news and other places. After back-checking, we found that its data security is very good, and it provides financial data, which is very accurate. Product It is innovative, the update and iteration speed is very fast, and the user experience is very good, which improves the efficiency of Orolay's various processes and employees. Moreover, the team is very enthusiastic and gives people a sense of security. It is a good and worthy cross-border e-commerce ERP system to be selected. ."
To build a brand requires long-termism
The 6 letters of Orolay represent:
Original, Reliable, Optimistic, Leadership, Aspiring, Young are brand culture and product concepts.
The Orolay brand's success in going overseas is not achieved overnight, but because of its adherence to the concept of "long-termism" . Moreover, no matter what stage we are in, we attach importance to brand building and the output of high-quality products.
In this regard, Mr. Ding of Orolay said: " Doing business and building a brand is a long-term process. You must have a marathon spirit. If you want to be successful, don't think about making quick money and doing a hammer business."
Under the influence of the brand concept of "focusing on long-termism", Orolay continues to optimize products and develop new products that meet the needs of the North American market.
For example, Orolay found that most down jacket brands in North America are positioned as outdoor products, focusing on performance but ignoring aesthetics. Therefore, in the design stage, on the basis of excellent quality and strong warmth retention, fashion elements are added, so the down jackets released are very popular among North American consumers.
When analyzing demand, developing new products and verifying product capabilities, Orolay needs a lot of data for reference, such as analyzing the sales of down jacket XL size, return/refund rate, etc., in order to accurately analyze the size demand of consumers. Manually organizing data manually takes a lot of time and effort , and it is easy to miss important points.
As an enterprise pursuing innovation and efficiency, Orolay chooses to view data through Leadstar ERP, analyze product capabilities, and assist in new product development . On a Kanban board of Linkstar ERP, you can comprehensively analyze multi-dimensional data such as product order volume, sales, return rate, comment rate, gross profit rate, etc., plus the performance reports and profit reports automatically calculated by Linkstar, for intuitive verification. need.
In addition, Leadstar ERP integrates Amazon Listing data such as traffic, sales, and inventory, and integrates a huge data resource library to make new product development decisions for Orolay and provide data support .
It is precisely because of respecting consumer needs, maintaining long-termism, and continuously polishing products that Orolay can develop its own blue ocean in the red ocean of the cross-border e-commerce market.
Internal strength, the pursuit of continuous improvement
Compared with domestic e-commerce, the process of doing cross-border e-commerce is more complicated, the competitors are all over the world, and the operation is more difficult. On the other hand, Orolay has been able to reap rich results several times in the fiercely competitive cross-border e-commerce battlefield.
In addition to the strong brand competitiveness, the internal strength of its team should not be underestimated.
First of all, because Orolay entered Amazon earlier, he is well versed in platform rules and has accumulated a lot of mature operational experience. Over the years, we have always adhered to compliant operations and put an end to illegal operations . Instead, they spend their minds on products, brands and customer experience, in line with the Amazon platform's concept of "focusing on products and user experience".
Moreover, Orolay focuses on talent creation and closed-loop management .
From product research and development, design and proofing, product production, logistics and transportation, warehousing management, to sales and other links, we have built a strong team. With the help of the performance report of the leader star ERP, it will scientifically analyze the performance of employees , and summarize the direction of the employees to be improved, so as to continuously improve the power of people.
In addition, the Orolay team is good at using external forces to improve internal strength. In operation, supply chain, finance and other links, they are using LEADSTAR ERP for efficient management, reducing labor costs and improving operational strength .
Take operation as an example:
Orolay's operators are not only responsible for managing the sales of stores and listings, but also for advertising, sorting out product performance data, and monitoring logistics and transportation. The work content is very complicated.
Now, at the leading ERP site, operators can manage stores and listings, create and monitor advertisements, download and view automatically generated product performance data with one click, monitor logistics in real time, and even complete after-sales services, which greatly improves enhances the efficiency and strength of Orolay's operations staff .
Mr. Ding of Orolay said: "The operation page of Leader ERP is very friendly. Compared with the ERP I have used before, it is better. Our operators are easy to use and can use it quickly, which has really improved their efficiency. ."
With internal force and external assistance, Orolay continues to improve its internal strength and will go faster and further in the future.
The reason why Orolay can achieve its current glory is to choose the right direction, build the brand in the long-term, continue to improve its strength, and scientifically rely on external forces.
As a part of it, Leading Star ERP will continue to provide strong support for Orolay and go to a better future together with Orolay!