The war of a pair of shoes

On one occasion, every customer prudential products aged and Amoy Bi Sheng sit together to drink tea. Chen Jian, your competitor (good buy) in the self-built logistics =. Bi Sheng gave an extremely "Bi Sheng" Answer: "I am afraid of what, not the number can use your." "That's true," he said.

Where the customer prudential products and Amoy is what everyone said "Lei Department" of the Company, the other as a brother, congenial, talk is not roundabout.

Before Lei's millet conference, Bi Sheng drove his car each to send his "angry bird Shoes" to a friend. The same "Lei" Lee Colling on Weibo to ridicule him: "In Amoy bought a pair of shoes, met a delivery." "Lei is very pretty this brother, not only in the Millet mobile phone conference when wearing" bird shoes ", and since then each photogenic, the shoes are standard.

"There is no Lei department, we are LEI organization of a club, like-minded buddies play together, and did not work together bad, not triad." Earlier, he was Robin Li's assistant, Baidu's marketing director. Baidu listed, their group of "old people" from Baidu Retreat, get a lot of money. One thing can be a glimpse of these people have a lot of "money": There are Baidu old friends to Bi Sheng across the ocean phone, asked him whether he can immediately prepare 200 million yuan in cash, this old friend to "buy two land", can't wait to change dollars.

With Baidu's contacts, and the "Lei department" support, Bi Sheng founder Lok Tao experience like the Army War, Jingxiang many. He broke the number of fingers: Amoy The beginning of the creation, too late to develop their own system, the site is a copy of the background of all customers sincere goods; The first office is also he the old ' drive away ', even strips did not let take away, he took a set of horses directly settled; Le Tao advance layout mobile Internet is the coup he and the same "Lei" Yu ( UCWeb CEO) Chat chatting out, both sides of the website backstage Open, even the contract has not signed; Millet technology engineers to his mobile phone client optimization, design Man-machine interface, let him take a lot of detours.

"How can grassroots entrepreneurs in the Millet mobile phone built-in program?" But I don't have to say hello to them. He said as he threw small tomatoes into his mouth, and greeted me warmly to eat fruit. In his spacious office, there were blankets and cushions, which made it easy for him to rest anywhere. Of course, his beloved "bird Shoe" is not on the ground. Whenever he mentions "bird shoes," it's like referring to his two-and-a-half-year-old baby boy.

If you want to describe the personality differences between Bi Sheng and the founder of Li Shubin, then the two sides of the office of the decoration style is the best representative. Bi Sheng's office is spacious and bright, with the sun shining all over the office, and the light yellow decoration giving an old friend's intimacy; Li Shubin's office is equally spacious, but the tones are cold and the rooms are separated by dark blue-striped glass walls. Just as he gives people the feeling, rational silence, polite.

But Li Shubin has the merit, the speech does not suspense, almost has the question must answer. Even a sensitive question, he would not lie or fuss. Even when evaluating rivals, he maintains an impersonal calm. The only thing that could make a person associate him with 80 was a few dolls on his desk. That is 80 after the memory of childhood symbols: cartoon "Machine Cat" in the male, Tinker Bell, the United States and Fat Tiger.

Bi Sheng behind Lei support, not from scratch, team also from Baidu dug. We don't have a team, just me and luming two people. They are a high-profile start, we are grassroots entrepreneurship. "Li Shubin and Luming from a small warehouse of seven square meters, two people in their respective fields have repeatedly defeated repeatedly war." 2004, Li Shubin has been a search for easy to get the general manager of Digital Mall, search easy to the annual turnover of a broken 400 million yuan. But he did not catch the capital market good year, the report card is good, but financing difficult, 5 million of dollars just can't melt. "It's a joke today, but it's just not going to melt." At last he watched the company go yellow. Lu next year long Li Shubin 10 years old, engaged in the traditional industry for nearly 20 years, not satisfied only as a professional manager and several startups, but also unsuccessful. Two people understand the Internet, an understanding of the traditional industry, chatting to sell shoes online business model at the same time to find each other and surprise.

Two of people have an indomitable energy, not afraid of the bitter days. 2007 Years good buy founder early, two people did not have the money to build warehouses, customers placed online orders, they take a taxi to the dealer to pick up the goods, sometimes a trip to calculate down, remove the fare and then lose money. Just such a single boil, bite teeth insist that the company one months of overhead control within 10,000 yuan, everyone is a number of jobs. Until a long time, the company has only Li Shubin a programmer. Li Shubin said he uppity before he was 25 years old and felt he could do anything. It was only after the unsuccessful search that we realized that only a small part of what one can do well. He needs someone who is complementary to himself, both in character and experience. Luming understand the traditional industry, than Lee and suppliers to deal with, and "put an old man in front, everyone in the hearts of sureness, feel everything can carry the past." "Even if there is not a capital injection after a year, they will last a long time," Li Shubin said.

"I sell shoes."

The same question, ask Bi Sheng and Li Shubin, get the answer is consistent: we and each other the biggest difference is that I sell shoes.

Bi Sheng think Amoy always insist on selling shoes, and good music to buy horizontal development, selling shoes, selling bags, also sell clothes, even watches are sold, really incomprehensible. Li Shubin that, good music to buy shoes are carefully selected brand shoes, is the online footwear stores. Amoy with the game company launched the "Bird Shoes" and other tide brand shoes in his eyes does not have a long-term vitality. "This year wear a game of shoes, think oneself is tide person, wait next year again to wear words, don't think oneself stupid?" Therefore, "good music to buy is a professional selling shoes." Bi Sheng retorted: "Do not worry about us, my hand signed the cooperation brand three years are not used up." ”

Since last year, two of you Came to me, slings never stopped. Once upon a time, both sides also said that the footwear market is very large, we can jointly make the cake bigger, share benefits. However, with Amoy growing at an alarming rate, especially this year, through excellent marketing strategy, gradually accumulated and footwear consumer "leader" good buy equal footing of capital. At the same time, both sides found that the line shoes market is not as big as expected. The common feeling is this year the portal website and the website navigation station entire line price rises, the portal Rose 50%. According to Li Shubin, the cost of navigating the site is 5 times times higher than a year. Not to mention the scarcity of high quality resources, the electricity business is holding a lot of money but can not buy new traffic. By this time, the other side of the existence of the unsightly.

In Lok Amoy operations Vice President Chen Eyes, Bi Sheng is born should be entrepreneurial people: the momentum is full, you cut me a knife I also cut you a knife, I can not do it, to see who died first. His play is changeable, not according to the common sense of cards. Bi Sheng revealed will soon invite a mysterious female artist for the music Amoy to do the endorsement, said out who, frighten them. "What about the character image?" He said with a look of indifference. This is not the first time he has played the world, Amoy has launched the "Peng Quake" video ads played a ball game, once caused the online hot discussion.

Amoy's marketing tools are full of tricks. Before this year, Le Tao had never even played advertising. From the first to cooperate with group to send coupons, in order to build fame in the industry, to the later to the mountain children to send shoes, and Rovio and other game companies to launch the "Bird Shoes", "Fruit Ninja Shoes", "too much of the talent shoes" and other fashion, each step for their own accumulated a lot of popularity.

In the last one months, Amoy's microblog marketing and 8.18-store celebrations have been booming. Amoy and good music to buy a better choice will be August 18 set for the store celebrates day, this day is a good buy website official on-line anniversary, is also Bi Sheng's birthday. Only, this year's 8.18 by Bi Sheng with the second kill activities, celebrity marketing and the "Lei department" of the vigorous advocacy to make a "Le Amoy Carnival", thoroughly robbed a good music to buy the limelight. Observation Alexa traffic data can be found, 8.18 stores in three days, Amoy traffic rushed to the peak of two months, but also does not include mobile client traffic.

Advance layout of mobile E-commerce is Bi Sheng's most proud strategic move. In fact, even those in the industry who are severely critical of Amoy praised the strategy's foresight. It is not uncommon to do mobile phone clients, many home appliances are doing. Bi Sheng's strong point is that he foresaw this trend as early as last June. Now mobile business has accounted for the Amoy Daily order volume of 20% to 30%, is also the second half of the Lok Amoy to vigorously promote a piece of business.

Single from traffic considerations, Amoy marketing effect is significant. According to the third party authoritative traffic statistics website alexa data, le Tao current global website traffic ranking has jumped to 2092, good Lok buy ranked 3286, leaped into the footwear consumer market segment first.

In contrast, good music to buy the marketing monotonous boring, call to play a few strokes: advertising, online bombing a lap after the line, and even the subway station pillars are all good buy ads. So that a columnist openly shouted advice to buy a CEO, "Dude, you don't know the Internet." ”

To this, Li Shubin calm. Some analysts point out that good music is not a bad deal, but Li Shubin clearly there is no need to fight.

Analysts judged that the Lok Tao movement frequently is for three purposes: the competition burns money, hoped that the opponent first falls, raises the sales, for the next round financing promotion, obtains the bigger bargaining power to the supplier.

But the situation is not as rosy as Bi Sheng expected. With good music to buy a 87 million dollars a total of financing completed, sufficient cash reserves, the game burned Chang no advantage. Good buy choose to accept Tencent strategic investment, the flow has a significant increase. Moreover, the current is the sports brand sales of the off-season, at this time the top priority of the footwear consumer is to improve the rear supply chain, for the fall of the arrival of the sales season ready. and enterprises at this time to carry out large-scale promotional promotions, will seriously occupy funds, resulting in the autumn when the subsequent weakness of the cards.

As for suppliers, the industry's public secret is that Amoy's ability to deal with suppliers is far less than good buys.

The Battle of the patterns

Amoy's supply chain was built with great effort. June 2009 decided that the main footwear, Bi Sheng began to look for channels, brand business negotiations, a talk, "hard to chew." Bi Sheng found the first channel business let him open his eyes. The man was only a few years older than him, but he did more than 10 or 2 billion of the business. Bi Sheng found that shoes and toys are two different things, shoes are all cash flow, and the channel itself to do a very large, do not see their size. Bi Sheng to Guangdong to talk about business, said Baidu came out. The other side is very enthusiastic, said I know, do shoes for thousands of degrees. Bi Sheng explained that China's richest man was my boss before. Each other asked, who ah? Insiders, Bi Sheng is weighing out the weight of this sentence.

In order to gain the trust of the big channel business, the big brand merchant, Bi Sheng spent many years to accumulate the network resources, a little grinding, until later with some people became buddies, drink together, gamble together. That period of time is the most bitter Bi Sheng entrepreneurial, non-stop flying all day, once tired to eat the degree of quick-impact rescue pills.

But today, Amoy and brand merchants have become more and more discord between the outside world as a supply chain instability, much controversy.

Special step of the head of the electrical business Sholiwa recently in micro-Bo shelling Lok Tao, claiming that Amoy take the goods channel is not formal, and the brand to set a lot of harsh conditions. In fact, the brand business and Amoy grievances for a long time, the "micro-Bo Spit" incident is only a rare tearing of the skin. Reporters visited a number of international first-line footwear brands are mostly not and Amoy signed formal cooperation agreement, not directly for the Lok Tao supply.

The strange thing is that for the brand, as long as sales are not on the line, why the channel so picky?

Li Shubin explained that the traditional brand is very strong for the channel business, brand protection awareness is very strong. Even if an agent wants to order in the next year or so, Nike-grade brands will have to send someone to investigate why. Whether it is under the line of the channel, or good buy, Amoy shoe network such as online channels, each season to participate in the brand of the selection of goods will be selected in advance the style and quantity, advance deposit. Brand manufacturers in accordance with the number of orders to produce, a pair will not be redundant. Therefore, if the channel business orders excessive, they do not sell out, the only option is to deal with low prices. This is also the brand's biggest concern, low price dumping will hurt the brand value.

Bi Sheng is committed to the Lok Tao into a "light" company, he insisted that the model is "real warehouse consignment." Do not buy goods, only to sell, this model is Bi Sheng Most proud of the work, and is considered to be the greatest value of Le Amoy. "There is no successful precedent for such a model around the world," Chen said. Do not say that people do not believe, even Chen Heart has no bottom, "what the others to the goods to your warehouse, and not to pay a deposit, not sell off also want to pull back?"

Amoy's team had a big fight, but Bi Sheng slapped the board, and the others would not utter a single reply. Bi Sheng very stubborn, look for the model to do it. His idea of the Amoy is an online shopping mall, "who has heard of the mall to buy their own goods?" brand dealers or agents, are not directed at E-commerce, but directed to make money, of course, who sell more than who to cooperate with. ”

But brands are not buying it. There are brands to blunt, whether it is Amoy or good buy, its size in their view is still in the initial stage, they are willing to use such online channels to expand their brand influence. But as brands, they do not value each other's sales, but more care about their ability to maintain brand image. "Le Amoy mode is only suitable for cooperation with distributors, dealers only consider sales, will not consider the damage to the brand." ”

The so-called "brand injury" means the product structure of Lok Tao. Although Lok Tao currently has more than 180 brands, is a good music to buy twice times, but the customer price of Amoy only 200 yuan, good lok buy more than 300 yuan. Brand manufacturers worry about the future of the "online Austrian" impression, its low-cost promotional means will inevitably hurt their brand value.

Generation Network analyst Li Chengdong that strong goods will not succumb to the channel, footwear products in the brand effect is very important. Bi Sheng not think so, he gave a Lok Amoy and Taobao Cooperative investigation. The results show that among the customers, women who buy shoes are valued by only 9% of the brand, and the value of the models is 40.8%. As for the grade of shoes, the price of 100 yuan to 300 between the mid-range brand sales accounted for the footwear Network purchase and sale volume of 56.9%. "The Internet is down, and 60% of our sales are from two or three-line cities," he said. "Bi Sheng said. Some brands made in Wenzhou, such as "Huang Sister", "Big day" such a brand, heard the name Bi Sheng fast "collapse". "Can be sold well, is how many years to the foreigner foundry to do the factory, the quality is no problem, the style is also very good, I will not say anything." ”

Some brand-name sports shoes brands worry, le Tao oneself do "bird shoes", and pull some of the brand made in Wenzhou, the more do more miscellaneous, will incriminate their brand appears "cheap." The bigger hidden danger is, along with the Amoy grows, the cargo volume also grows bigger, the brand merchant to "the storehouse consignment" The pattern dissatisfaction also accumulates. The brand business is worried, Amoy to take the volume is big, will divide the brand merchant's storehouse. Amoy model If successful, that good music to buy, the name of the shoe library will follow, do not buy goods, then the brand of goods will be a few home divided. And these goods in case not be sold, will also flow back, at this time, whether the error rate, or the product structure, are not brands can grasp.

One brand trader questioned: "If you are so confident about your sales, inventory management, and product control, why not buy it?" You can get lower discounts and more favorable terms, which can become a service to consumers, if you amoy. On consignment, I can only give you a very small margin, which is not a benign pattern. ”

"Real Warehouse Consignment" decided the supplier to Lok Tao must take the form of thin supply, Bi Sheng also accept this. Compared with the amount of goods, he is more concerned about the turnover of goods fast enough. But out of stock is unavoidable, especially when Amoy do promotional activities, best-selling brands often appear large area out of stock. With the expansion of Lok Amoy to more than 180 brands, Bi Sheng found that has been unable to take into account a certain brand is not sold well, only do not do a point, and constantly broaden the SKU surface.