Take the Show Network transformation Electric business integrated service provider control upstream into the biggest challenge

"Last year's sales were 1 billion?" What's your goal this year? ”

"Less than (1 billion) this year will be a bit higher than last year. ”

"Is that double well? ”

"Can't do it." ”

This and the year that high-spirited, to build luxury electric business posture High-profile into the bureau Guiven seems to be a man, he became more rational and pragmatic. Especially in the last two years, the electric business war, difficult to find their traces, opponents pinch each other, difficult to trace. On Weibo, he has always been a diver, not a language; In reality, he and his own creation of the catwalk seems to have entered the silent period, in addition to the cooperation with ebay, there is not too much active promotion.

At the beginning of this year, in a shoving, he returned to the media vision with a reflective role and started self-criticism. "I don't think there's anything wrong with this, but I think it's a good change," he said. Guiven told global entrepreneur. As he said, in the last few years, when the electric quotient bubble is getting bigger and larger, the industry "cold snap" is not a good thing, at least let Guiven oneself think clearly how to go on show net.

After witnessing the collapse of the same type of vertical electric dealers, mergers and acquisitions, the decline and other industries, after the failure of their own financing, capital chain rupture and failure of the model, Guiven said he now sees the dawn. Before the interview, he has just officially announced the show network settled in Jingdong Mall. After a few days of flying to Europe to attend a fashion show, he stressed that the focus was not on popular brands, but on finding brand suppliers that were valuable to Chinese consumers.

In his description, the pattern of walking the net gradually clear. The positioning of the import electric business platform unchanged, and the model is different from Taobao, Jingdong such a super platform, but also different from the customers, wheat bag such a vertical electric dealer, he is exploring the third road-electric business integrated service provider. That is, the supplier introduces ebay, Gmarket, Karmaloop, BlueNile and other international electric business platform to solve the supply chain problem; The front-end traffic relies on the integrated platform such as Jingdong Mall to attract incremental users, break through the bottleneck of traffic growth, and logistics then return to the founding principles, all outsourced. and walk the network to play the role of integration and service, its own become lighter.

This is a very complex chain, one of the longest flow of goods through international brands (or distributors), International electric business platform (such as ebay), walk Show Network, domestic electric business platform (such as Jingdong) four main bodies, can finally reach the hands of consumers, that is b2b2b2b2c.

The model seems to have the advantage of flattening the electricity quotient (compared to traditional retailing), but Guiven is still confident and says it "will make a profit this year." ”

Back to the domestic super platform

Guiven has also moved with the tide of the electric merchants, vigorously promote, expanding everywhere. Check out previous reports, there are no lack of rhetoric. Now he was wrong and even error blushes, "the original idea is too simple, think as long as there is goods, money hit traffic, all OK." ”

When the electric-business capital of the second half of 2011 hit, he felt the cold, Guiven said it was his most stressful period of time. "The pressure is that the growth model is changing, and it's not going to work with money, because no company has endless money." "And just at that time, the market also spread out the third round of financing failure, Guiven had to clarify on several occasions." This is not a show network faced with the problem, once active similar vertical electric operators have largely died down, the closure, the sale of many peers to choose. And Guiven, while shrinking the front, while looking for new breakthroughs.

At the end of last year, the catwalk network happened two things, the first is upstream supply chain, announced the cooperation with ebay, the latter stationed on the show network, and one months later, the catwalk network in the cat's flagship store was sealed because of fake problems. Identity a main guest, the impact of a negative, are set to walk the network in one.

These two seemingly unrelated moves but vaguely revealed the catwalk network today's model, but even Guiven didn't think clearly. He is more interested in working with upstream power platforms such as ebay than on a power-flow platform, because solving supply-chain problems is a priority and a long-term solution. Until when the ebay, Gmarket, Karmaloop, BlueNile and other international power platform with the show network to cooperate, Guiven began again to look at the domestic integrated electric business platform, but this time changed to Jingdong, and he is active and planned.

The closing event has more than half a year, in the announcement of the first week before the Jingdong Mall, Guiven to the cat's related personnel sent an e-mail, this time he wants just a saying, "has been a long time, but I still told him, no, you still have to check, because for me, The cat has not been so important to go. But I think you are sure to tell me whether this is the reason, because my message is not so, what I know is that we do not want to open the shop, because the investment is big, the profit does not match. According to Guiven, the original into the cat is an attempt, or even follow the crowd, followed by a group of vertical electric operators to start the cat shop, and the final closing, purely because of the efficiency of the initiative to withdraw.

One episode was that the message he despised had reached the brand, who was very nervous and summoned Guiven to Hong Kong for a meeting. "Or they have experience, and our reactions are not quick enough. Ji recalls this experience Xiaohe to say.

And then more inexplicable things happened, at that time a bank was prepared to grant a loan to go to show net, but then back off, until two months later, the bank only told him, because the "seal shop" things let their hearts have concerns.

Even if there is such a painful experience, but when the vertical electric operator is difficult to break through the flow of the ceiling, Guiven can no longer evade the super platform's flow advantage, and even with the cooperation of the big Platform as a way to show the future of an important strategy. A few months ago, its partner ebay first entered Jingdong, which also gave Guiven very important reference, then he decided to enter the Beijing-east pop platform.

Guiven is in Beijing east to its incremental user's pull role, while the catwalk network itself still plays the role of serving old users and settling new users. From the last lesson, this time, he built a light shop, regardless of operating costs or category. "will be in the SKU control, mainly combined with Jingdong users and walk the characteristics of the network, select some high profile male watches, bags and so on." "This continues the principle of ebay on the catwalk platform. Plus the trial operation for months, but the return of the big platform effect is beyond Guiven's expectations.

This move, Guiven has two wishful thinking: first, there is no doubt that the cost of obtaining traffic through Jingdong is certainly lower than the show network itself; Secondly, after obtaining the traffic, the vertical electric quotient platform itself should be very unique to improve the repeat purchase rate.

Via International electric Business Platform

Outside very like will be in Guangdong's Walk Xiu net and only goods will compare, Guiven oneself also considered this problem. But he thinks, two platform's user group overlap degree is not big, go to show the user still locates the high-end.

Two sites were established in the same year, early in the positioning of luxury goods, including two founders are foreign trade origins, have been established in the global buying team, trying to build international supply chain. But after that, the product will gradually turn to domestic brands, while Guiven adhere to the internationalization of the commodity route, despite the difficult, but this is its unique.