Wang Lijing: The successful operation of adult products on the website of the MM

She is a 1980-version female webmaster.

she stood up to her family and many friends around her to oppose the difficult choice of righteousness without return.

She has achieved remarkable results, but she is still ashamed to tell others her position.

What did she experience behind the halo of success?

Wang Lijing, graduated from Tianjin Institute of Finance and Economics, has been working in a number of companies experience. But for the job today, she never thought of it.

Special Industries

It was at the end of 2006, Wang Lijing came to a company called the Orange chain of Inner Mongolia Headquarters (hereinafter referred to as Inner Mongolia orange). Just come to the company, Wang Lijing don't know the details here, after listening to the introduction, Wang Lijing face instantly turn red: Originally only know is doing e-commerce, but did not expect to do E-commerce is adult supplies e-commerce, Wang Lijing immediately Meng. Since all along, adult toys, including adult toy, have been regarded as a synonym for obscenity, not only to sneer at, but also often linked to personal morality. Wang Lijing The electronic commerce that wants to make the human supplies, really feel very embarrassed.

But when she to this industry to do further understanding, suddenly feel that this is the "unclean" thing, unexpectedly contains huge business opportunities, so she was too late to discuss with anyone decided to try to do the cause.

Prior to this 2003, the orange predecessor of the Chinese Sex Society's official website had done a survey, speculated that the online adult products market will exceed 20 billion of annual sales. 20 billion yuan of incense, for this starting from 1997 to provide sexual health services, and has accumulated a large number of potential users of the site, is undoubtedly a big temptation, this is considered a "scourge" of adult toys, contains huge business opportunities. Then look at the market situation at that time, the domestic "sex Toys" E-commerce website development involved many, but the fakes flooded, do not pay attention to customer privacy, in order to seek profiteering regardless of product quality, the market there are many nonstandard.

Next Wang Lijing began to organize the establishment of the Orange website in Inner Mongolia, as the founder of the Orange headquarters in Inner Mongolia, although Wang Lijing did not participate in the initial stage of the Orange, but she experienced the hardships of the site start-up period, design and optimize the site, select goods, standardize the process system and so on, really difficult, when the Inner Mongolia Orange is in the trough period, Encountered resistance in all aspects, even recruiting staff, are faced with other e-commerce companies are not the same embarrassment.

"Those who come to the high-end concept of e-commerce and business executives, the first to hear that this is the management of human toys, the face suddenly changed." So we lost a lot of talent, we regret at the same time, but also to identify with the company's business philosophy, must not be distracted. "Wang Lijing said.

After entering the company two or three weeks, has never done adult products E-commerce site Wang Lijing, has a more understanding of the portal site, the customer group analysis, how the market operation and so have a new understanding, the site so quickly through the dilemma, they also began to identify the cause of the undertaking. toys In her eyes, is no ordinary goods. Her most obvious change, is to investigate the sexual health care products shop, no longer look at the fear of meeting acquaintances, but frankly face, generous walk into.

Industry Self-discipline

Of course, to gain recognition is not just the staff, but the whole market. After a 2003-year trough, the 2004 Orange in Inner Mongolia is facing a new opportunity to start. "Sales are rising and brand awareness is rising rapidly," he said. Many customers are two times, three times to buy our products. "When it comes to this, Wang Lijing's face is full of smiles.

Our competitors, in addition to some formal products site, more is Basterds, they just find the purchase channel, download E-commerce software from the Internet, can quickly horse. The low threshold of the industry, once to bring a lot of pressure on orange. "Some of their products look similar to ours, but the quality is completely different, the price is much lower." Customers who buy a product for the first time usually compare the price and choose the cheaper one. Bought back only to find the fooled. The original customer trust in the industry may not be high, this will affect their judgment of the industry as a whole, the online adult products we have built up the image of the industry is ruined. "In the face of these puzzles, Inner Mongolia Orange has carried out in-depth market analysis, for product quality problems, orange in each new product before, will convene a group meeting to discuss whether this product is to be on, and based on the previous data analysis of the product is popular, if the manufacturer has had bad sales records, then do not cooperate. In addition, the complaint more than two times of goods immediately off the shelf. If the product is damaged, as long as the time interval is not long, generally can apply for return. Orange is the most valued and has been sparing no effort to protect the privacy of customers, because this is the adult products E-commerce site and other E-commerce projects the biggest difference.

Customer Privacy

In order to ensure the privacy of customers, Orange and express company to reach an agreement, in the product Express packaging is not marked by the company issued, does not specify the name of the commodity; Courier in the acquisition of goods, do not know what is inside; customers to the orange call, only record the name, telephone, address and other necessary information to reduce the psychological pressure of customers ... The reason why the choice of e-commerce rather than store form, on the one hand, because of the power to see the network, on the other hand, considering the privacy of e-commerce, it is important for customers to buy toys. Some easy to carry small things can be bought through the store, but if it is inconvenient to bring the big thing, or the use of E-commerce form is better. ”

And E-commerce most people worried about the efficiency and integrity of the problem, a few days to see traces of goods, or buy a product is not good to find complaints agencies, encountered this situation, customers will be very distressed, vowed not to go to the site shopping. In the face of hundreds of sales per day, Inner Mongolia Orange is also aware that without a strong logistics platform can not cope with rising customer demand. "So in Beijing, Shanghai and Inner Mongolia, such as the establishment of a logistics center, to speed up the flow of goods and north-south distribution speed, so as to improve the speed of order completion, the goods to the payment order confirmation on the day after the delivery, for the section to the delivery order, we confirm that the paragraph can be shipped 1-4 days ”

So far, Inner Mongolia Orange has not received a venture capital, not because they do not need money-the industry's initial stage, the profit is not as high as people think, special custom assembly line, special custom-made product materials, higher human costs, due to poor market circulation and the additional costs, "eroded" the profit space. But still, we don't think the market will suddenly become huge because of the entry of venture capital. "Where the market is, user habits need to be nurtured, and no amount of venture capital can be added; on the contrary, without venture capital, we are less pressured to focus on products." We are against some adult products site only in order to cash in to join the wind investment, "a vote on the mentality of going to destroy the industry's ecology." ”

Work Low

Over the past year, the difficulty of overcoming the problem has been overcome in the early days, and now the Orange is in the rising period. "If you really want to talk about difficulties, then the biggest problem may be marketing." Because of the industry's unspeakable, we can not in the television, newspapers and other traditional media advertising. We have contacted some TV shopping, the other side is to sell adult toys on TV, the other side immediately rebuffed. We can not use the word of mouth propaganda, because the general customers think that the use of adult toys, she will only buy their own, and will not let people around to know. So can rely on, it is only the launch of online advertising. "Wang Lijing is very helpless on this.