A laundry bag of past lives and life

In the eyes of most people, the laundry is a particularly traditional industry, not only almost unprofitable, but also with the mobile Internet. However, just last July, Tencent announced 20 million yuan as an angel round to invest in a laundry company, valued at 200 million yuan. Four months later, the company gained a $20 million trillion in a-round investment of Jingwei and SIG, valued at billions of dollars.

Why are the Chinese Internet's dominant bat and savvy investors so concerned about a laundry company? How did the company turn a laundromat into a mobile internet upstart? This is the April 26 Wu Xiaobo Channel hosted by the Shenzhen transformation classes, Rongchang E bag founder Zhang Rongyao-A forums, will share with us the story: a laundry bag of past and present life.

| Prosperity Old shop opens old photo |

In Zhang's Glory eyes, Rongchang has become a mobile internet enterprise, clutching the ticket, the first boarded the O2O this ship. Its transformation process is a traditional service enterprises to the Internet transformation of the standard course, this process tells us that the traditional enterprise only way to ship is to hold the user's thigh tightly, let them take you up.

Warm-up exercise: From device drive to customer drive

The biggest feature of the laundry chain is device-driven rather than customer-driven, and the most important asset for a laundry is the expensive laundry facility. But the profit of this industry has been a big problem, because if do direct battalion chain, must bear "heavy assets + high Cost + capacity waste", and do join chain, headquarters and lack of franchisee control means, can only be allowed to.

2000 years or so, Zhang Rongyao is facing a difficult problem. At that time, Rongchang's franchise fee has reached millions, but the big head is the money to sell equipment. After the sale of equipment, Rongchang lack of a set of matching standards to continue to follow the control of the franchisee, resulting in a number of franchisee accidents occurred. The reputation of the Rongchang brand is impaired, but it is helpless. Zhang Glory afterwards often self-deprecating, then the Rongchang, more like a part-time selling equipment management consulting company, rather than a chain enterprise.

Goldman Sachs once came to the door to find him talk about investment, the proposed Rongchang from the establishment of direct shop. Thinking over and over again, Zhang Rongyao still cautiously refused, because this model is too heavy, even if there is investment, Rongchang does not have so much money. He always felt that the end of the service industry should be the customer, all the resources should be around the customer. Rely on direct shop, or device-driven, the symptoms do not cure.

In the 2002, Zhang Rongyao with the confusion of the company management to the Ceibs Business school, spent a lot of time discussing and pondering, finally found a way to transition. Beginning in 2004, Zhang Glory began to lead the company to the first transformation, the construction of service quality and customer satisfaction assessment of the standard system, and through the "four" open shop model and the national Common Laundry network card to achieve.

"Four", that is, "four shop to accept clothes a shop wash", which means that only 1/5 of the equipment and the length of the store, but the control of the right to be in the hands of Rongchang. At the same time, Rongchang links the national chain information system through the promotion and placing of laundry networking cards. With two measures down, Rongchang is still a light company, but the control of the whole chain system has increased greatly.

Completed the first transformation, Zhang Rongyao will be rongchang to the industry's most customer-driven enterprises, which with the spirit of Internet users in secret, meaning they are ready to transition to the Internet. He wants to wait, is a chance.

Since 2010, the mobile internet has begun to explode in China, the number of mobile devices, the number of users, application software has risen exponentially, and Zhang's glory has no hesitation in reaching out to seize this opportunity.

Standard Step 1: Build a team--let's give it to

In Zhang Rongyao's mind, the Internet transformation means to turn the laundry into an Internet product, completely reshaping the laundry by the logic of the Internet's operation, bringing the service to consumers cheaper, more convenient and more fun.

Zhang Glory of the first action is to abandon the existing brand, creating a franchise of the laundry business of brand new "e-bag wash", but also from Baidu dug a 85 after Lu Wenyong as CEO, the E bag to wash the specific operation of the business completely let him go. His only requirement for Lu Wenyong was to use the e-bag to wash the clothes completely on the internet.

Thus, in 2013, this web-based design of the laundry products appeared in the public view. Users through the Rongchang e-bag of the micro-letter public number or app to order, in 30 minutes someone will come to pick up the pieces, as long as the e-wash bag provided by the laundry bag, no matter how many pieces of clothing stuffed, is washed or dry cleaning, the unified price of 99 yuan/bag, this is a set of standard O2O mode.

Standard Step 2: Product design-I treat users like first love

Zhang Rongyao, who has been dealing with customers for many years, understands that in the logic of the Internet, the understanding of consumer relations, such as the 15-year-old boys and girls indulge in love, the motives are very simple, the mind is all about how to let each other with their own together, so that the other party more happy, want to the world all the best things are given to each other. and the traditional business understanding of consumer relations, to be more complex, like a 30-year-old Blind Date to find a marriage, just a meeting on the possession geometry, character, the long-term rigorous, but often neglect the present. Which is more lovely and popular is self-evident.

E-Bag washing in the product design, play is the standard Internet.

They found the user's core needs: "My clothes are clean, so I'm going to wash my clothes, not" I have to wash my clothes, so I go to a laundromat, "and all the elements that are thought to be helpful to" wash the clothes "will be taken into account, so here's the picture:

In order to meet the front-end minimalist, the ultimate user experience, E bag wash designed a strong background supporting system:

Users care about is the laundry itself, and not who to wash, who sent, so e-bag washing operation, Zhang Glory and Lu Wenyong will be positioned as an independent platform-type laundry service, as long as the standard, all the links can be all the package to everyone.

Any laundry can be added to the e-bag laundry outsourcing point, any individual can join as a pickup, require just have a smartphone, will use Alipay, pay a part of the security, and participate in the operation of unified training, this project is called "Free man Plan." This is the most embodiment of e-bag to wash the spirit of the Internet-only ask value, do not ask the source.

Standard Step 3: Play marketing-take the user off

Team has, the product design is finished, the rest is the task of marketing promotion, which is the most fastidious word-of-mouth and fast iteration. Zhang Rongyao made a request to his team-the more interesting the better, and in the specific play is completely without the willingness to intervene, he fully trusted his team.

So, as CEO Lu Wenyong and his team carefully analyzed the characteristics of e-bag washing, determined the characteristics of the Angel User:

Live in Beijing

Women

Middle and high-end income

Frequent use of micro-letters

As a result, November 30, 2013, Rongchang e-bag was washed in a gathering of angel users-ceibs Beijing campus starting.

With this first group of Angel users, e-bag washing in the convenient, cheap, immediately run out of entertainment fun characteristics. Many of the games are impressive, and one of them is called "Bag King". E-Bag is about a bag of 99 yuan, so most users will try to add more clothes to a bag. Operations team to make, from the Zhou bag Wang, month bag king, year bag King, in the micro-trust public platform published results. The latest record of the bag king, its stuffed clothes in peacetime laundry quote for 1280 yuan.

To make the game more fun, Rongchang also held a number of offline activities to teach users how to put more clothes in their bags. Zhang Rongyao said in an interview that entertaining is one of the most important characteristics of e-bag-washing, "It's a very interesting thing to imagine a family dress."

In addition, almost all hot topics, E-bag wash is not hesitate to gather on a lively, and customer interaction. In the Korean drama "You from the Stars" hit, each of the orders of users have received a Rong e bag washed beer fried chicken, the electric car Tesla topic hot, Rongchang on the organization of users for test drive activities.

In this way while playing side of the process of operation, e-bag washing side harvest Word-of-mouth, to achieve the effect of viral transmission, while the harvest from the user suggestions and product iterations, both hands are grasping, both hands are hard. In product improvement and service flow optimization, e-bag has been a huge amount of advice, for a short period of time, e-bag has been iterative to the fifth edition, app also updated six important versions.

So far, the e-bag, which has completed two rounds of financing, already has more than 500,000 of micro-letters and app users, and more than 4000 orders a day, with a reputation for "mobile internet business".

On the road of traditional enterprise transformation, Zhang Glory and his prosperity have taken a big step. All backward people, need to ask your users, when your products and services online and offline linkage, enough cheap, convenient, fun, they are willing to use. If the answer is no, then you must be careful, because they will soon embark on the mobile internet this ship, and you'll be left on the dock to watch them go, there is no time to meet.