A venture capital fund from Europe

Tangzhou: Today at the independent station to the founder of four electric companies, I am the Tangzhou of Yintai Capital, we are a venture capital fund from Europe, mainly investment in the early and growing period of the project, the electrical business is also familiar with the field, 2011 cast a think library, but also voted excellent diffuse home. Next we invite four guests to separate our own company and introduce ourselves.

Wang Hua: My name is Wang Hua, I think I am the only non-CEO and founder of today's conference, my head is CIO, I come from the Beast Pie flower shop, I do not know how many people know the Beast Pie flower shop, I joined this team to do just over a year's time. My own background is to do it, I do IT industry for more than 10 years, the Beast sent Flower shop Two founder is my high school students and college students, they say Wang Hua, do you have a free time to help us to do a website, I say yes, I come to see what is the thing, they said is the Beast pie shop, at the beginning did not understand why called the Beast Pie Flower Shop, What was the main characteristic of the beast later? Whatever you want to do, this is a kind of life attitude, is the attitude of life, I like. They pulled into their shop to look at the beginning of our store in the basement, into the basement to smell a particularly comfortable flower, they said it is a rose, although I do it, I think this production of the tune I like, so I joined them. I myself do not do the design, nor do the operation of origin, so do the CIO, so do the Beast Pie flower shop.

Dufei: I come from Tuo tuo work Club, we are agriculture, do organic agricultural fresh electricity business, I worked in Hui-Cong for ten years, red children work for six years, joined the Tuo Tuo in October last year, more optimistic about Tuo tuo industry to explore organic agriculture, I am not the founder, the company has existed for five years, it should be done before the fire, But with the growing notion of health and the accumulation of middle-class people, the future industry is becoming more and more wide.

Tuo Tuo in the small industry is similar to the whole industry chain, have their own farms, have their own joint farms, have their own fresh processing sites have a cold whole process of cooling equipment, we can ensure that within 24 hours of meat and fruit to the home surface is not afraid of freezing. The farms are also open and external, and we also have farm-owned businesses, organic restaurants with farms, and online business, as well as enterprise-class sales, which can account for 30% to 40% of the company's revenues each year.

Jia: I am Jia, I am the founder of the cool net, I did five years before the Internet, the last Amoy to do the database, 2010 founder of the fruit cool, our sales of products before is very few people understand, we call it fresh fruit cut, is actually a deep processing of fruits to improve its value, ordinary fresh electric dealer is made of fruit and vegetables , the current distribution costs are not cost-effective, so we chose a more sophisticated point, this product is the most suitable for the occasion is white-collar, we are mainly doing white-collar lifestyle in the workplace health food. We have done three years, the customer has accumulated two hundred or three hundred, basically is the more well-known large enterprises, there are some personal customers, including loyal VIP customers ah, our consumer groups are relatively fixed. This year has been based in Beijing, this year in Shanghai, Shenzhen, Suzhou, Hangzhou, a line of coastal cities will open the market, hope that the fruit cool net to cut the fruit industry chain through.

Xu Zhiming: Thanks to the host to give us a few ad time, fast bag is online Select convenience store, now in seven cities to do one hour of delivery services, selling food, drink, use, see, we strive to do an online 711, we have a small and beautiful point of view to talk about, in fact, little is forced, I also want to big but great deal, But hid the big heart to pretend to small and beautiful, I opened the bookstore for 20 years, do a bookstore is a Dragon Media advertising bookstore. In the past few years the bookstore has turned into a power trader, thank you!

Tangzhou: Today in the scene to listen to four share, will have a perspective is that the four small and beautiful companies in the market to find their own subdivision, to make their own characteristics behind the reasons? Ask a question from my point of view. Looking at four-bit websites today, each company's website is very distinctive. I put the slogan also excerpt out, fast bag--hurry to find a bag, go to work to eat fruit is like the fruit cool net, the Beast sends the flower shop, our basic situation believed that you already understood very much, specifically also in the supplement, please come back to see later, their entire webpage design entire style and the commodity all has the characteristic.

I don't know, as a small and beautiful company, today we are how to find a suitable user base, to find today this point, this may be a lot of people want to go to independent stations are very concerned about, how we came to the market and the user's positioning to come?

Xu Zhiming: Our core users are the office of the crowd, office crowd is also our design project in advance, the hope that the highest density of people, office space density is far greater than the density of the community, time is very concentrated, concentrated in the nine o'clock in the morning to six o'clock in the afternoon, Office crowd is currently the core of E-commerce consumer groups, or convenience stores the highest rate of use of the crowd, the beginning of the goal is the online convenience store.

In addition to running the process of discovering the use of the scene office people eat, drink, use, and even small gifts, anxious to solve the shopping process in an hour, our services can be replaced, can replace their own run to the convenience store, or the shop itself to the shopping process, because now everybody time cost is very high, Now an hour to help users complete such shopping behavior, for office people is very necessary.

Tangzhou: What can you share with your experience about finding a niche in this direction or are you currently looking for an entrepreneur? How do they find opportunities to survive and develop in a niche market like this?

Xu Zhiming: Many people ask me the creative process, the idea is their own experience of a business trip, just now Lao Wang said in Beijing on business trip in Beijing used a fast schoolbag, at that time I read the book in the hotel, the call is called a little book will be very good, this is a small idea brought out, we want to create a new project, More to start from their own needs, their own life in what the problem has not been solved, it is a need to generalize.

Jia: I very much agree with Xu General's point of view, I do the fruit cut is also my own problem, software work is very heavy, media colleagues and their own Apple has no time to eat, and everyone's work rhythm is very busy, fruit is very good food, white-collar eight hours a day in the work, this time no fruit is not very good. Then I thought about all kinds of nutrition, and I got it. Found this demand, so from 2010 to do this thing, just started to do independent station traffic and a lot of problems are not mature, money is also very scarce, then is inexperienced so is blind to do C-end of the market, every day is a loss to make a yell, But in fact, the real profit perspective is far from the level we want. Later is concentrated in the office of white-collar people want to let them collectively packaged to do, do B-end market, and then a two-year focus on B, sales from the original day one thousand or two thousand to tens of thousands of of the magnitude of the day. To find a market segment from their own side began, the second is the target customers to analyze, not very accurate, but through the purchase of behavior and analysis is gradually groping to, now or relatively mature some.

Tangzhou: Grasp the body and the need to see the needs of the first cut, and then to be based on the order has occurred further analysis of the continuous optimization.

Jia: The point of the points around easier, we do today is a small cost of entrepreneurship a little bit of experience, from the point of entry to do.

Dufei: The story of Tuo Tuo works is not so beautiful, Tuo Tuo work Club small, vertical is forced, in fact, just a few years ago, Tuo Tuo workers at the time of the positioning and Xu almost, at that time want to do online supermarket, almost drink, YOUYANJIANGCU and so on, and of course, there are relatively heavy assets is the farm, at that time a large, Tuo Tuo work Club's cash pool is full , opened in Beijing, Shanghai, Shenzhen, when the stall was very large, but in fact, there is no order can be closed, from the beginning of last year, we began to focus on our own real people, the first is to start to put some of the real people and sustainable development does not have a relationship with the goods thrown away, the second is to do the We have all shrunk back to Beijing, Shanghai, Shenzhen, the market temporarily abandoned. The agriculture project is an industry that looks beautiful, throws badly and is tired. In the regional market has not been clear, rashly do the country is certainly deficient, the current situation of life, this is a strong industry chain, when in Beijing are not completely satisfied with the situation, does not suggest expansion.

At the same time also focus on the organic goods to do more rich, for example, now and the platform to join hands, one of the imports of meat one day 2.5 tons, this volume is rapidly improved. I feel small and beautiful after groping down, the whole cash position and profit status is obvious.

Tangzhou: At present our situation in Beijing how to implement has been more satisfied with the user?

Dufei: Beijing has been very mature, including order and commodity structure, our member repurchase is one months 2.5 times, is relatively high.

Tangzhou: How did the users in Beijing find it?

Dufei: A lot of colleagues who do electrical business may contact Such a problem, I am insisting on the use of commodities to find, there is the active search and passive search, the commodity is fundamental. such as our vertical business-to-consumer productivity, product strength to be very strong, including the commodity itself, services, it technology, distribution capacity and so on a series. Only have these things done to find members, the logo is very clear, you are what kind of positioning, our positioning is to do high-end crowd to do middle-class people.

Tangzhou: Your business is to make the most of your internal skills and user experience and let others know who you are. How many customers are now passing through word of mouth to come over?

Dufei: We don't want to see more food safety behavior in the community, but also thanks to them, the food safety problem has a blast, our members will be increased a lot, while high-end and safe food we say is the establishment of trust relationship, we and members of the trust relationship between members and members is also a trust relationship, Tuo Tuo workers in the group of Friends with the development of a circle is very fast. No detailed data, but more than 50% is word of mouth.

Wang Hua: We are four small and beautiful, we are now micro and beautiful, we set up the shortest time, the scale is the smallest, from the micro Bo to do now two years, we open the electricity business site is last September 11. Why do we do this, a lot of demand starts from the personal demand, oneself have what inconvenient place, I believe everyone in the world is not unique, you have the demand in this respect certainly many people have the same demand, especially if China has such a large population base. We are the beast of the beginning of the flower shop is also the founder of the owner-the micro-letter of the Beast on the owner, she because before the reason of work abroad have a lot of insight, come back to me why I do not see abroad in the country is very beautiful flower shop, see is very ordinary flowers, why not find a beautiful flower shop, She and her friends know the result is the same, she went to the flower market, with the florist said I have some imported flowers can not enter some, she also has a clubhouse, slowly got a lot of approval, the final demand is more and more, the flower shop is pushed in the walk, our customers need flowers, then there are no other service accessories, We have some pajamas, bracelets and so on. These needs are customers, we are not big enough, we do not intend to be bigger, we must first of all to ensure that the United States is the primary. We also make sure that the customer price is very good.

Let's say we're going to open a lot of stores, we spent a lot of energy to build the procurement system and production system and delivery system, now domestic shipments, fire cool and tuo tuo workers are fresh types of distribution, this can also be discussed, fresh-type distribution of domestic logistics is still a big bottleneck. Why do I personally have to join? I also feel that through us to do the Beast Pie flower shop, to bring more people to experience what is real beauty. Now a lot of people are willing to spend 50,000 yuan to eat a meal, but for me to eat a meal can meet the same day, but if I 500 dollars to buy a bouquet, or beautiful things, the experience of pleasure is a week, and even the bracelet is one months to half a year. We want to let more people experience beauty through our flower shop.

Tangzhou: The Beast pie Shop has really done it, when the advertising people in our company mentioned your name, a woman mentioned your name is very excited, is to give her a long and beautiful experience.

Wang Hua: I hope our story will not mislead you, just like our customer base, some by doing flowers.

Tangzhou: Each one of you is the way to have their own characteristics, so you can achieve today's position. In fact, the second half of last year to the first half of this year to talk about a lot of brands, including our superior is a pure brand, it is more through the product to provide its brand experience. In fact, the need for a comprehensive service system, can not be simply grafted on a large platform, I would like to ask as a stand-alone station, what is your relationship with the big ecosystem, is to cooperate with it, in the big ecosystem, in addition to doing their own things, with these small and beautiful concept of the big guys what do we have to do with them?

Dufei: We are doing the whole network, first of all, I can open with all the platform to cooperate, but there is a link is always in that, is the distribution, I with the East and the Sky Cat, with Taobao, Gome have cooperation. One is the impact of the brand has some help, it really does bring in orders and sales.

Xu Zhiming: We also opened the shop on the big platform, in addition to the official store also opened Taobao store, Amazon store, I agree with the idea of Dufei, we are to open a large platform as a way of marketing and access to customers, the ultimate goal is to build their own business, Dufei have farms are their own production of the Beast Pie flowers, We sell all the things are others, we sell is the service brand, not a product brand, the initial understanding is very clear, to their own and service brands to play out, one hour distribution, the core service brand is the key.

Tangzhou: All your SKUs are available in all places?

Xu Zhiming: Other places are not complete, we in when only the book, Amazon is mainly a book, Taobao will be quite a bit, we are as a service supplement, we have a product is a bit unique, such as blue cloth, the distribution range of people like.

Tangzhou: In fact, Taobao and you are auxiliary.

Xu Zhiming: Yes, these platforms only account for 10% of the shop orders.

Tangzhou: Your goods can sell in any place, so the supply chain system is also optimized.

Xu Zhiming: also get customers.

Tangzhou: Taobao bought your stuff logistics isn't what you do, is it?

Xu Zhiming: One-hour delivery outside the range of delivery.

Tangzhou: How much of Taobao has become a shopping spree in your main station?

Xu Zhiming: If it is within the distribution range is usually to guide him to the official website.

Jia: I'm doing something quite new, when new things go and big platforms to talk about, first of their own strength and they talk about the price will not be particularly good, can only build some of their own business and business-to-business channels, the future category gradually mature, its own innovation is constantly to do, this year to introduce more advanced fruit-keeping technology, What we do is more innovative, do not want to do what others have done. From my own point of view, the fruit cool net is to want to do the platform well, other big platform is more auxiliary and complement.

Wang Hua: We really never use Taobao, the cat, I said we do not want to scale, we are thinking of what things are controlled in their own hands to ensure quality. Never cared for them.

Tangzhou: Do you think that the feeling of your brand and the experience of the user is the third party platform can not help you pass it?

Wang Hua: website experience I do not think Taobao can meet the needs of our users, many users do not have Alipay account.

Tangzhou: For four-bit has gone through a long or short process, it is very natural to look back at everything today, I have a very big want to understand things, think about it, before two years ago, with us in the company there are many, tide Amoy in the field of independent station is such a situation, including I know , heard of, now have no, in the end what is the reason for our four companies to live well?

Dufei: Now a lot of companies are competing with us, fresh tuo tuo The reason why adhere to the present, do not conceal that this line of gross margin is really high, organic goods in China is not completely transparent products, organic industry certification costs are high, we are holding the EU and GB two certification, this cost is high. So now, a lot of the jumping in is pure fresh.

Tangzhou: What about Gross profit?

Dufei: When we do promotions, production of the front end is a barrier, need to have their own land, each year to cope with a variety of sampling, adhere to the present or the margin is relatively high, less horizontal, do organic but no pure to do the electricity business, a lot of doing fresh electricity business is not our line.

Tangzhou: The threshold of the supply chain itself.

Dufei: Cold is more difficult to do in addition to the loss of the industry control, loss regardless of control is tantamount to working for the farm, this is very serious problem.

Tangzhou: It's a 1.1-point knock.

Jia: We are the market entry point is to do relatively good, compared to similar, many years in doing our similar business, but did not adhere to down. Our first is constant innovation, from the beginning to the market C to end to B, online Internet this piece of the gene is there, now found within the Enterprise C two times the demand for mergers and acquisitions, the development of the enterprise platform function, on-line platform week registration is 200, which is to maintain the momentum of continuous advance, And through the line can be the line to screen off, to improve the overall margin and efficiency is a great upgrade.

Tangzhou: It was cut in 2C way.

Jia: Just start on the C is marketing way, the cost of traffic, these things for small companies is not affordable.

Tangzhou: So it's local.

Xu Zhiming: I am not clear to others I only know myself, if use a word I this three years, find a way to save money to boil.

Wang Hua: I think first two years ago there might not be a market now, actually walked all the way over, I feel very deep, although we finally to the user delivery of the beautiful elegant things, packaging and box production spent a lot of effort, but the process of doing their own to connect the atmosphere, I used to be a foreign-funded enterprises, it is a bunch of people around you, do flower shop we started in the basement, Shanghai last summer rain water building came in. As a start-up enterprise this spirit, I include the wife and other small partner life has been very superior, we do not venture to make a living, we are in the foreign companies are very well-known, but entrepreneurial very meaningful, since there is a sense to do, is to do a lot of the past never do things, Don't take the old pies, startups are definitely not going to work.

Tangzhou: I would like to ask you, positioning yourself is small and beautiful companies, especially in the field of electricity business, in the end there is no need to finance?

Wang Hua: Our first is not the point, the second one is very good cash flow.

Dufei: We don't need to answer now, because our cash flow is also positive.

Jia: We've melted two angels in 2010, the problem we face is that institutions cannot see our direction, and now the scale is still relatively small, including our core competitiveness, and for ourselves, we have a clear understanding of ourselves, and we know what we can do, We are to maintain their own pace of development, financing more is icing on the cake, if there is better, if not to maintain the rhythm can do better, money is not the most important, the key is their own internal ideas, we are relatively healthy overall.

Xu Zhiming: Now the small is forced I think big, I have been hoping to raise money, I have more than 40 entrepreneurial certainly do not want to do a small and beautiful, this entrepreneurial hope to do a big, I chose other people did not do things, investors to my biggest doubt, this matter is not optimistic, I think an hour is necessary, there is demand, can become? So last year to get Sina Micro-blog fund investment, I have seen more than 20 VC, we are not optimistic about me, and now asked me to do not melt money, I said to be because I want to big, but give money is someone else's thing, I want to big.

Tangzhou: Do you have any questions for us to interact with the four guests on the stage next time?

Question: Ask Du, about fresh two need to solve the big problem, one is cold and loss control, I would like to ask the loss of control Tuo Tuo workers have a special place?

Dufei: There has been a control method, let the goods like me to think about a greenhouse cucumber production more than 10,000 kg, now is the source start from the production link should begin to control the loss of the other, there is also a key problem, efforts to upgrade your order, we have more than a year of time order number of times increased by a lot, The increase in orders has also accelerated the consumption of goods. We have a time of data analysis to all the products in the sales and the needs of the membership to make a match, let consumer behavior participate in the action, some vegetables are simple to grow, but the consumer acceptance is particularly low, through a variety of promotional methods can not sell, the future production and customization of this dish we would rather do other bases, Leave the loss to others, but also strictly calculate the relationship between each loss rate and product margin, including the assets of the combined farm and distribution, if the loss rate is higher than the profit of the product, there are some methods, the mass production of vegetables to do when the combination of marketing, encourage this person consumers in vegetables perishable goods to make a package price, Try to get more goods out, and from planting to breeding, pigs and chickens can consume these things.

We now have a fermentation pond, these things can return to the fermentation pond, can do compost, can also go to feed pigs and feed chickens, this is their unique conditions. And meat called meat "cash," especially imported meat, we are the price when we call the plate very much, but the meat of the foreigner is very big, need to split, we have the knife hand, this industry customer access is not easy, the past Tuo Tuo workers in order to retain a customer 500 grams of meat can be cut out of 30 grams, Now 500 grams of meat cutting loss control within 8 grams, now loss of less than five points a year. Cold chain, do not recommend that everyone do, tuo tuo workers are forced, five years ago when no one sent vegetables to send fruit can only be built, I believe that the future of professional logistics companies to do a good job can be entrusted to them to do.

Tangzhou: I would like to ask four, as if the success of the business is not in the shop, in the end shop accounted for how much, the number of business? Today four are entrepreneurial success, their own to the younger generation of encouragement and guidance, you think should be heavy business or heavy shop or two are heavy?

Jia: For small-cost entrepreneurship, if you pay more attention to the store may cost investment

will be bigger, for us, to make a small and beautiful, to be able to survive first, the younger generation of entrepreneurship, their more elegant survival is the first goal, which mode can quickly survive should choose which mode, now this phase of the Internet as a whole marketing big entrepreneurial environment has been far less opportunities, Several large platform monopolies, including various subdivision opportunities, on the small cost of entrepreneurship my model is the business in the front, but the store is the core, any enterprise does not distinguish between the Internet and traditional enterprises, to quickly scale to enjoy the outbreak point of the Internet is a good choice, the gene to grasp the internet, when on this shop is need to reflect on, In the end the store in the business of how much of the proportion, basically my idea is this, should be based on the stage of development to go.

Xu Zhiming: First of all, it must be mainly based on business, last year, after the investment, is persuaded by the investors to understand the technology to a power companies, we have formed a technical department, before there is no technical personnel. But when all the merchants began to pay attention to E-commerce began to develop E-commerce, the future does not exist in the so-called business and store problems.

Dufei: You have to remember that you are a businessman.

Wang Hua: including ourselves is basically the line to do the Beast Pie flower Shop, will soon open the shop under the line.

Tangzhou: We voted for four electric companies, and someone asked what your strategy was, these four companies are profitable companies last year, further to ask me the angle is the line of the part is OK online, about the part of the store once the opportunity must be used to the extreme value, the line is the part of the business, we feel able to provide values, The part where users are willing to give them high margins is because the bottom line is doing well.

Next to each guest has a piece of board, we can the future of the company vision, can use a picture of the company's future to describe.

Dufei: A smiling face, I hope that every business person with a smile with a good mood to see our development, if the enterprise is finally crying face is meaningless, I hope we can finally laugh to the end.

Jia: I draw is our logo, we want to do fresh fruit cut brand, it is a long time, we also have a realistic vision to do this thing well, so the painting is our brand.

Xu Zhiming: This is a bottle of water, I hope that the future of the bag like a bottle of water as a necessity for everyone.

Wang Hua: I draw a few smiley faces, I think we have to do is to affect a person to make him feel good, he again affect the people around him also let them all in good mood.

Tangzhou: Thank you! This is the end of our discussion!