Two men's dream of a man in 82HOME lit

The first burst of the dotcom bubble taught the company, and the repeat of the wave of business is clearly more mature, covering a broader area, and even online predators are beginning to explore the production of virtual goods that can be sold.

Into the customer service center of Shanghai Mai Lin International Mail Order Co., Ltd. (hereinafter referred to as "Mai Lin"), more than 500 staff members are taking orders, confirming goods and issuing orders to the warehouse. They are a group of special sales assistants who do not need shops and are faced with 1 million of virtualized customers. March, they estimated to be able to complete 65 million yuan of sales, mainly clothing and jewelry, but also includes some household items and health products.

Multi-channel vendors in the past three years, the network sales growth rate is more than 100%.

By contrast, the first domestic furniture sales network of 82HOME salespeople may be even more incredible. 3~4 a customer service staff, in Guangdong Foshan shunde Longjiang Office, can sell millions of yuan per month, and growth in the monthly double-digit rate of calculation, such as the February this year than January, an increase of 80%, estimated May can be more than February 80%.

In addition to the retailer's own shopping network does not count, with 82HOME similar to the new company recently appeared, such as on the internet to sell shirts ppg, sales of cosmetics DHC, sales of mobile phone's Beidou network, coupled with consumers already familiar with Dangdang, excellent network, a thriving consumer online store tribe has been formed.

　　a common dream

Mr Wang, president of Gu Beichun and 82HOME operations Manager, two young people of similar age, who have never met, have heard a little about each other because they are engaged in similar occupations.

In fact, they have successfully turned the tide, because the internet to grasp the characteristics of the new consumer channels in their respective areas to become the eldest, of course, and they enter the market history of the segment is too short, too late to form opponents.

Macaulay is a mail-order company for the investment of the Warburg Pincus Fund, which was born in the early 90 in the world's first and second German China, German guests, and the French 3suisses companies such as mail-order giants to the Chinese boom. Because of "acclimatized", the above company most drubbing and return. 2001 was dug from the Bertelsmann to the Gu Beichun of Mai Lin, relocation of the target customers from the rural market to urban white-collar women, and strongly to the Simple mail-order company into a directory, online shopping, shops and other multi-channel companies.

Currently, while catalog sales still account for 50% of the company's sales, in the past two years, Macquarie's online sales are growing at a doubling rate, becoming the third-largest domestic corporate web site after the time and excellence. And online shopping has been increased from 16% to 30% in total sales by 1 years ago.

For 82HOME and so on many of the current domestic and foreign web site rapid growth, Gu Beichun concluded: "Not first there are channels, but first there is demand." ”

Mr Wang, by contrast, has placed higher hopes on the current online retailing industry. He not only regards the consumer as a newly-pursued consumption channel, but also is a new retailing revolution which can combine scale and individuation effectively in the commodity society with extremely rich goods.

　　the nature of the consumer is still retail

Interestingly, Gu Beichun and Mr. Wang gave very close answers at different times and places to the question "What kind of company do you think your company is?"

"We are a pure retailer, and technology is only for efficiency. "Gu Beichun said. Mr Wang replied, "We are, of course, retailers." And I've found that the more traditional the retailer is, the better it is for the merchant. ”

Gu Beichun, Mr. Wang was passionate and sharp, but in defining the nature of the company, they were very consistent in defining themselves as selling businesses, not technology-playing IT companies. Mr. Wang said that the more understanding of the traditional retail market sourcing, customer management, marketing, with this practical experience, the more able to stand out in the consumer website.

The retail world of the Internet is also broken down, and if the online retailer such as Taobao is likened to an all-encompassing store like Wal-Mart, Gu Beichun says, you can also interpret Macaulay as a professional apparel retailer like Mattel. In fact, Macaulay has its own costume design team, whose main designers come from the AI GE clothing company, whose garments are produced by OEM.

In order to be more competitive, Macaulay has just signed a cooperation agreement with Nissen, Japan's largest mail-order company. This is Gu Beichun through the Warburg Pincus Fund relations, last October in Japan worked hard for several months of results. Macaulay is mainly the introduction of the other quarter design, in order to ensure the cost advantage, still in the domestic production.

At present,Www.82HOME.com has assembled nearly thousand kinds of furniture, to provide consumers with a full range of product services.

Other advantages of the Web site include the very precise establishment of customer database resources without the intermediary distribution system to truly achieve direct one-to-many sales.

In fact, preferential prices, short trading time is the main reason why many people do online shopping. Miss Wang because of the Beidou network mobile phone price advantage in a year even bought three. Miss Hui, who works in the media, has been addicted to a portion of her monthly salary to the Japanese company's web site since her first purchase of DHC Cosmetics. She said: "First of all I have little time to go shopping, second, it is really good price." ”

Gu Beichun introduced, the original wheat forest flagship product as clothing, because see the clothing department store in the final sales price is at least 4 times times more than the cost price, it is clear that can achieve low prices and can maintain profits. Mr. Wang told reporters, the furniture store furniture retail price is about the cost of two to three times times, 82HOME furniture price positioning for lower than the traditional shop 30%~70%, there is an immediate effect.

　　front waves and beach

The last wave of internet boom, created a group of portals and Taobao, Alibaba, such as the c2c and business-to-business Web site predators. But the fate of the Business-to-consumer is bumpy.

Although not directly involved, Mr Wang has a vivid memory of his last "high fever": "There was a proposal to ' replace the department store ', and on the Beijing street, some internet elites rode bicycles to send water and coke to the scene." "But, soon, those who did not clear the Internet boundary became a mere logistics hub, and after a flourishing bubble, only the survivors of Dangdang and excellence were left behind."