Using Internet thinking entrepreneurship Wu Zi Peak from "code farmers" to "cake Obadhai"

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Founder: Wu Zi PK.

Start-up Time: July 2011

Company Name: Shanghai Hand Lok Catering Management Co., Ltd.

Venture Place: Shanghai

Business model: From vertical baking electric to Internet bakery brand

Financing: October 2013 Shanghai Jiading Venture Capital and other joint injection of millions of dollars

An Aries cake, female users under the single rate of up to 90%. But why is a Taurus cake, the ratio of male and female users to 55 points? Hand Lok Catering CEO Wuzhi Reporters said these subtle details are the internet to pry the traditional bakery market weapons.

A few days ago, many of the Internet brands have died or barely maintained, Internet entrepreneurship veteran Wuzhi that the internet thinking needs time to try and error, in the baking industry, the era of high Maori is coming to an end, the real grasp of the baking industry p V, IP and user conversion rate to survive.

　　

Cock Silk Market First Experience

Wu Zi is an Internet veteran, or an Internet startup veteran.

After graduating from the computer Department of Shanghai University is Chus, went to Germany to work for some time, but found that there is no internet entrepreneurial atmosphere, and at this time the Chinese Internet but ushered in the golden period, Wu Zi Peak simply return to business.

The first job is to write the gateway every day, write code of the "program Ape." "Can't Stand the Loneliness", so jumped to the network game company, fully responsible for the company's wireless value-added business revenue. At the typhoon, the company gave him the "thrill" he wanted. He recalls: "At that time the concept of online games is very new, the whole market is more than 10." Within 8 months, the company has changed from more than 30 employees to 300 employees, earning no more than 20 million or 30 million monthly income. ”

When it comes to the feeling of work, Wu Zi's excitement is hard to hide. He said to the South reporters: "At that time every day eating and drinking Lazarus sleep 24 hours are in the studio, this is the feeling of entrepreneurship." This experience also strengthened his future to make the Internet determination.

Accumulated a wealth of internet gaming experience, he returned to Shanghai local Internet portal to engage in product channel work. The experience of different industries plus technical background, Wu Zi Peak began the real sense of the first venture, the formation of an internet café advertising software team.

The main market for entrepreneurship is aimed at internet café resources. The point of entry is to control the Internet café resources through the Web client, that is, in the browser plug-ins and other locations to provide advertising services. Many big brands will think that the Internet cafes belong to the lower end of the cock silk site, so the main customers at that time mainly to online games products, cock silk fast consumer products (instant noodles, beverages, cigarettes, biscuits) mainly. According to Wuzhi revealed, "at that time covered the national dozens of Internet cafes chain enterprises." ”

But the good days are not long. At that time, the country began to increase efforts to reorganize the Internet cafes, affected by the policy, many Internet cafes began to use network management software to do billing network management system, more partners to choose the official software free of charge, while the Internet café supervision is getting tighter, the team "Alexander". He told the south all reporters: "Feel the wind vane is not right, so at the price of 2.5 million U.S. dollars sold to a well-known Internet café management software." ”

2007 years or so, the bones of the "hobby" entrepreneurial Wu Zi Peak began to create a team of hand tour.

He told reporters in the south: "At that time took an investment, focus on the Mt K platform to develop the game, at that time, like the current smart machine can download applications." Wu Zi Peak through the technical means, realized in this not open source mobile phone content implementation update, and then download to the user.

Although the direction is right, but not good, the team found that the M T K user retention is getting worse, most users are moving towards the smart machine to develop. Why did not insist on doing hand tour at that time? Wu Zi Peak is very clear about their strengths and weaknesses. "Android users can download hundreds of products instantly," he told reporters in the south. At this time want to succeed most rely on the advantages of products, such as our relatively small companies, in the face of the siege of large companies, research and development is weak. It worked for a while and then sold it. ”

At this time, there have been nearly ten years of Internet. He said: "This decade has been to provide users with information class things, always feel very misty." For example, how much value we provide to our income, which is not measurable. Slowly start hoping to find a point where the internet is combined with the real industry. ”

The point is to bake with the Internet.

"Cake Obadhai"

The impression of the bitter "program Ape" born of the technical male transformation of fashion idol pie "cake Obadhai", this transformation is reliable?

Wu Zi's explanation is that "cake is only a carrier, with the same thinking to online games and instant messaging products to operate."

Actually also walked a short detour. began to hand music catering mainly with the major mainstream cake shop, to do a vertical baking cake electric website. But high cost and low gross margin, 2012 began to transform to do their own brands, the second half of that year, Hand Lok restaurant launched its own online cake brand. But the habit of ordering cakes online is not really being nurtured.

Now hand Lok Catering mainly to "line of the net sales + Central Kitchen production + own logistics and distribution routes." After a year of testing water, at the end of 2013, and launched a new brand called "extreme Cake", with the previous cake brand with sales. South reporters noted that the cake almost covers all the concepts currently prevalent, such as Internet thinking, cloud distribution, and fan effects.

Is it the concept of Bo-gimmick speculation?

Wuzhi that the use of Internet thinking to change the traditional industry is necessary process. He explained, in the case of logistics, that the cake's logistics timeliness was controlled within 2 hours relative to the traditional bakery industry. How to do it?

Distribution staff with cakes distributed in the urban area, each mobile distribution is equivalent to the mobile warehouse. When the order is received online, the nearest distributor will receive the information. In this way, the cake will be sent to the user in the shortest possible time. But in this way, one is to produce more expensive logistics costs, the second is the cost of material waste. In this regard, Wuzhi that the input of logistics is essential to the cost of baking. Cake production of raw materials, technology is not complex, the differences between peers will not be too big, so Wu Zi peak feel, want to make differences with peers, will be in service, philosophy and consumer experience.

The ultimate cake is mainly located in 80, the crowd. First they launched the first product is in the constellation of the fuss. Aries and Taurus Cakes were launched in March this year. The team found that Aries female users are high, a single rate of more than 90%, almost no boys. The Taurus chocolate cake is half of the boys and half the girls choose. To this end, the team also specifically invited the Astrological division, they based on the time and place of birth, and so on, for different constellation Design exclusive cakes, even in the product online time is related to the constellation.

If only the constellation, perhaps more users are just for the taste, how to retain users?

Wuzhi says the ultimate cake will integrate more social elements online. For example, irregular organized offline activities, so that members in the enjoyment of delicious, you can meet with their own same year of the same day born people, in this way of making friends to harvest friendship.

In addition, in style selection, the ultimate cake will invite fans to participate in the decision of the next month's new style, fans can be in several different design of the cake to choose the next month new.

Compared to a few previous startups, Wu Zi Peak is in the face of the big guy encirclement and suppression, insight into the industry trends, and then use the most appropriate price "self-preservation", while earning a good price. But this time, Wu Zi that the traditional bakery brands do not have the advantage of its construction is not a threat. For the internet veteran, if B-T does not, his "cake" is very large. (interview: Hao reporter)

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