Advertising is very small, the cost of about one months will not exceed 200,000,

Zuoyingjie: Very happy, should old Xing's strong request, originally is the same as they are sitting here, was asked, today launched a question, always be asked, in the heart of a lot of problems, and so on a few guests don't blame my mouth ruthless, wait a while to ask not to dry goods do not end. First of all, I introduce myself, our company is to do the electrical type of vertical business, we all know the electrical category, basically vertical business and giants struggle for 3, 4 years, generally living in the shadow of giants, we have Jingdong, Gome, Suning, vertical electric business in this field, the abyss of the struggle for many years, Our company transforms to do the agency business, these years development is relatively quick, the company's growth is still very good, in this old Xing let me do this forum moderator, but also in view of my vertical field in how to survive, differentiation, there should be a lot of blood and tears history, so can with today's five guests to form Interactive.

So I'm standing in the chair today, there should be so many questions, because today we are the topic of this forum is called vertical electric business differentiation and survival, then this inside, is actually just also said, vertical electric business is not easy, in all kinds of bat, all kinds of giants under the shadow of each person are faced with great pressure, Talking about a very important problem is the survival problem, so the vertical electrical business can not live without. Originally sit here are asked surplus not profit, still can live a few years, now all embarrassed to ask. First of all, please out of Li Shubin, Li Shubin should be the entire Chinese vertical business in the field, should be the earliest most successful in this group of vertical electric operators, so we first invited Li Shubin to tell us how to fight with the Giants, and what kind of experience.

Li Shubin: The question is very frightening, yesterday to eat jokes that China to do e-commerce time is the longest I have, Yingjie said successful people, so many years every year to come, the first time to make a real profit, so far before we eight months, the new Year's one months, we profit and loss, the other every month are profitable, There will be nearly tens of millions of profits this year, August 18 is our seven anniversary. The experience of wrestling with giants, in fact, nothing, in fact, sometimes I am quite confused, especially the end of last year, I am quite confused, is if you sell this product and Taobao Jingdong or cat than, then they who in the day cat bought, and then what the day of the cat buy goods, why shoes in my this buy, there is no meaning, Or you have bought it, the cycle is very long, the average purchase rate of two times a year, half a year, may be forgotten this six months, so I think I can not find a reason to buy shoes in us, at that time walked a few roads, is perhaps I want to do a sports category of the only product will be, only the product will be very large, the category is very much, To buy a pair of cheap Nike shoes, in the only product will have to touch, not every day, to see every now and then, need a pair of shoes can not because there is no buy. The second route is for overseas products, March to Italy, indeed in Italy saw a lot of good things in the country, but did not enter the country, and even many brands do not let the domestic people go, many brands of Chinese do not let in, because he is the form of orders, his shoes are autumn and winter version, if the Chinese people into, They haven't produced it yet and the Chinese have sold it. There are a lot of good things in China did not appear, it is true that only the goods will introduce some good shoes design, all aspects are very good for some shoes, September will be introduced into the brand, I feel that still feel able to fire a. The third way, I think so far Taobao and the cat is particularly good brand, is not middle and low, is high-grade, the purchase is very inconvenient, Korea and Japan is very good good-looking things do not, so we more focus on some categories should have the opportunity, but these roads eventually introduced some of the Chinese do not have things, The second is that we are biased towards a sense of sports only. At present, gross margin is very large, the previous gross margin does not sell new goods relatively low margin, if the sale of a slightly better thing gross profit margin, so this year can be profitable some ways.

Zuoyingjie: This just said, may be the first one is the way to learn the only products, the second is some overseas, in China is not too high popularity of footwear brands, some of their second line of some brands to China, can improve the gross margin. I have a problem, also think, and your idea is a bit similar, that is, overseas second-line brand, there are two problems, the first question is that he has no pressure on your inventory.

Li Shubin: Some pressure, first factory production to 30% to 40%, but fortunately, this product margin is very very high, may reach more than 70%, or the margin will be higher, I think this is still worth it, you do not pursue so large, you have to say, take the least money to control his plate, Actually to do, then you are to take the money to pick the best things high profit margins, a two years after this is still very considerable.

Zuoyingjie: The demand for buyers is very high.

Li Shubin: Yes, that show I stayed for four or five days, a lot of watching every day, really, for me personally, I also feel received a lot of harvest, particularly many good things have not seen before.

Zuoyingjie: Just now Li Shubin said three roads, the first two think a little more. Next we ju total, just ju on stage, I told a dark Horse reporter interview Shing, he said a word, the success of life is good, he this field indeed and our field there are many differences, we are giants, he here is a bit like Sui and Tang kingdoms, as well as nobility, we speak of nobility have beautiful and handsome, He faced a beautiful woman a handsome man, I want to face such a situation every day net how to think about the future.

Ching: To clarify, I mean good luck, not life.

Zuoyingjie: His life is better, Childe.

Ching: Lucky is like this, poly beauty can be successful, if the pure press will not succeed, he succeeded two points, the 1th mode of innovation, which I think indeed, we are worth learning. 2nd Entertainment Marketing To do better, with the internet thinking and television media, these aspects of the advantages. In this way, because and old Xing is relatively ripe, since he said dry goods, I am more real, Shandong people, a lot of things say more real, I hope we do not take offense. I think so.

The 1th is that if the difference is vertical, I think the 1th to innovate, because innovation is the micro-innovation and disruptive innovation, in fact, now for us, if there is no innovation, we live in the space is relatively small, so to innovate, that is to say we, you now see Dangdang is also, Dangdang innovation do only products will do clothing, we are, we are now, that is, we are also in the mode of innovation, an hour flash buy beauty makeup innovation, I think this is a part.

2nd, the dissemination of innovation, because now spread, if you are learning before the same, the campaign to spend a lot of money, the era has passed, you no longer have the money of the Jingdong and the cat money, from the dissemination of the new media to consider the spread of the second is the spread of social relations, there are mouth spread, is the most effective dissemination and the lowest cost, this will be more successful. The 3rd is the user experience of an innovation, the user experience contains every detail of you, each experience the details of the innovation, you realize is a part of the box inside the shipping list to do some micro-innovation, talent and the Giants have differentiated things, something better, this is a little. 2nd, I think to specialization, so-called specialization, we sell beauty makeup, must do than Jingdong and cat big platform to do more professional, buy the type of beauty, and then different skin, let them feel learn a lot of things, this aspect to strengthen. 3rd, I think the product differentiation, product category differentiation, this is done better, we can find some other brands in the United States Korea's brand, differentiated, different cost competition, this is a road.

Zuoyingjie: There's another question to add, because what you mentioned just now, is the problem of differentiation, in fact, there are two problems, a day cat inside a lot of the original second-line brand, South Korea and the United States, the original did not go into the cat, now look at them all want to go into the cat inside, your differentiation is covered, this question how to understand?

Ching: Because that is to say, the day cat his brand more, flow is also relatively large, the flow is more dispersed, I think the days of cats they carry out on each big merchant a control, is he will not do every big, control a certain amount, this is our opportunity, these two years do cosmetics brand, basically do business and brand, and 10 million or 20 million won't go up, that's the point. I think he wants to control the flow, so that our manufacturers are also, I think his distribution capacity is still limited, if we do not find some more of this aspect, we again deep plowing, there is a chance. Of course, I also said one, to add, that is, in fact, after we innovate, I think it is more to the own brand of a development, the beauty of the makeup is better, the independent brand as soon as possible, this is some way out. I would like to add that I think so, to embrace the big platform, because actually is to say, does not necessarily have to compete the relation, now and the Jingdong and the Sky cat, actually cooperates also very well, their category inside already achieves the top three, such words their user also is our user, I thought still has, said that the market must be big enough, Beauty Shop Market 400 billion this year, if 1% this is very big, I think there is a chance.

Zuoyingjie: You want to work with the big platform I would like to mention, including Su ning those two, how many friends to the cat and Jing Dong inside open shop?

Li Shubin: The third Platform's volume accounted for less than 5% of our sales, very small.

Zuoyingjie: How much is the total platform?

Ching: About 20%.

Zuoyingjie: This is my original experience, I was also doing independent, and later entered the platform, the platform has a big black hole, he will suck you, you will eventually find his flow costs relatively low, relatively easy to get a little, This time is likely to own the original main vertical Business-to-consumer website impact, do not know what your future thinking will be? is to do slowly to do the possibility of their own official website will ...

Ching: In fact, we are also for two aspects, the first aspect is sales, is a part. There are their members, the rate of recovery is also more difficult, especially the members of Taobao, a lot of people are compared to the user cheaper, in fact, I think still want to balance, because if you do not hug them is not, the single fight very hard, I think still to balance.

Zuoyingjie: Just two, that is, we are talking about the comparison of vertical classes have representatives of the two CEOs have already spoken the point of view, next want to ask about Shun Fung preferred Cui Total, shun Fung optimization is the most different here, because Shun Fung optimization backed by a strong logistics group, called a good shade under the tree, do not know how you are leaning against the tree.

Tri Xiaoxi: This is always to say shun Fung optimization There's a dad behind, and Dad's got a size and a little money, but as Shun Fung optimization, shun Fung optimization of the child is also sensible, can not too burn the father of the money, from the vertical electric quotient, especially the fresh type of electric business, there are many bitter, known as the electric goods of the blue Ocean. I joined the Shun Fung optimization, outside to see a very beautiful scale, into view, think why said Blue ocean, before everyone is unwilling to do, I think that the more vulgar words, the most bitter force a category, so why before there are a lot of vertical electric dealers have been poured out, du total this stick down the electrical quotient is not easy, so from the raw category, I think burning money will still burn, but the method of burning may not be the same as before the electrical business. Because I have been in the Amazon and every guest have done, in the time of the guests are not the same. Just talk about how to survive in the midst of the Giants, the first big do not want to do the hard work dirty, such as warehousing and distribution, we do also rely on the advantages of Shun Fung, we build cold chain warehouse, the cost is really very high.

Zuoyingjie: What is the cost?

Tri Xiaoxi: Nearly 30% of the cost. Warehousing and logistics packaging, because he has a very special packaging requirements, so this cost is very high, of course, I believe that with the scale of the growth and technical maturity and efficiency of the increase, this cost is bound to decline, so also believe that the Giants are unwilling to touch the reason. One more we might be thinking about the difference between the Giants, one we'll dive into the field, we go to the fields, really pick the good products, go abroad and tell you what season to eat the apple and the car in the country, and then a vertical category on the service to do better than the giant, For example, in the packaging, we are in the distribution of fresh-keeping aspects, to do some of the attempt, so these aspects, in fact, it is still said that we are to do this kind of giants are unwilling to touch the hard work dirty, building up some threshold, some of the future advantages will be better.

Zuoyingjie: Just now Cui always said the cost of cold chain is very high, I have just learned that maintenance costs are very high, so everyone, perhaps in fact, all of us here and I may have experienced, to buy on the electrical business, such as raw food, fresh food has the biggest problem, I remember probably in the last year Tuo Tuo workers did the cooperation, I bought a box of Litchi, I very much believe that tuo tuo workers, the quality of products, the selection of products is very strict, but that day because I was not at home my mother-in-law collected Litchi, he received litchi call me to say, you buy what Litchi, then give this back, So there is a problem in this, in fact, everyone to the raw products sent over the different judgments, for example, to send vegetables over, this dish in the end fresh and not fresh, sometimes may be a little bit of leaf is not so crisp, that person judged different, he said I can accept, the elderly can not accept, du total this aspect how to control.

Dufei: After the activities of our Litchi, the Logistics department opened an internal review will suggest that there is a person to send Litchi, and then the family face of the elderly to retire, and finally found this. Just now This example shows that the electrical business is a difficult part of his as a matter of fact, we also talked about the hardship of the fresh electricity business, the non-standard and quality of the products, and everyone's understanding and liking for fresh, China is very big, every place in the city has a different accent in Beijing. We talked about the control of commodity quality, and the choice of goods we think just this example inside a little is an exception, I am Frank one thing, is that this is a lesson, fresh electricity business to their own capacity and for, we and tick-tock taxi cooperation This did not think this amount of such a large, in fact, has prepared a lot of goods, But it's not really enough, so in that state, some of the goods may be deleted in the first phase, or the shortage of goods back, there is this possibility, so later on to the best, normal conditions, the origin of the choice of goods, as well as the delivery of the fruit sugar content and appearance of a standard, Without this intermediate standard the industry would be hard to survive. This is a. In addition, since it is the discussion of the vertical electric quotient, I would like to talk about my feelings, we this tuo tuo work in fact to live for six years now, I to this company is two years, because I before red child also do vertical, to this company after the biggest feeling is, is first not to say the feeling, first said that we changed, At that time to transform the company brought up a sentence of four words, dare to do small, at that time the company said a 80 single day of the company, then that situation, the company actually said, open a champagne to celebrate, very ashamed, 80 single, 100 single and open champagne is difficult to accept, at that time the warehouse piled up a lot of goods, sold to who do not know , so I think you are a vertical electric dealer first to return to their own, then we now give their own positioning is the kitchen, around the kitchen business, poultry eggs and milk vegetables and fruits, is doing kitchen business, in addition to and I have no relationship, this is the category.

The second crowd because you're a vertical category small category that accurate to find your crowd, this to the crowd to do small, in fact, this industry can give an example, when we were persuaded, we get complaints, including to get a lot of history, we go to reform, to convince everyone to do little when told a story, this story can share, It was at that time that I said that China's life was rare for many years, and I cite an example of conflict between consumers and operators, in the Song Dynasty there is a consumer, he went to buy meat, he will be five kilograms of fat, one will be five pounds thin, not fat not thin, the butcher to cut him two hours, and then consumers to the operator hit, But what's the point? In the fresh field, the first fat and thin, not fat and not thin, early employers see their own definition, tell our colleagues not to pursue all consumers, when we a commodity is an organic milk, tuo tuo workers free distribution fee is 98 yuan, the commodity price six boxes just good this price, many users buy six boxes, but can only drink four boxes, At that time, the company accepted the unconditional entity store's return and replacement, a lot of users to achieve free delivery and return, and then we across, the first price pick up, the second this product is not allowed to retreat, these users have slowly changed, these users finally accept our business methods to buy other goods, this is really the true user, If a user buys the product forever that several is not your user, this is the crowd, therefore we present the crowd, the internal slogan serves the middle class, the crowd fixed comparatively tightly.

The third small, is to stare at your little details, just said the logistics cost is very high, do not study the whole industry how other people do, first study clearly how to do, our logistics costs very high, two years, then this industry, the media interview will speak, I cold smelting logistics cost 20 yuan, I then said to the media, But the real cost is more than 68.9 yuan, why is this number? I am a financial analyst from the background, I was strong in the company's logistics costs to do the real cost, we were fixed to add up at that time, nearly 70 yuan, the company can not survive, but we are not low now, we now because of orders on distribution and details of the link, and loss, now is 40 yuan, two years down 28 yuan, But still have the opportunity to drop, we attach importance to small details, the details of the origin, the sales increase, reduce the loss of profit distribution costs continue to decrease.

Zuoyingjie: I do electrical appliances, are standardized products, and then how the TV is the same, shoes are the same, cosmetics are the same, but for fresh is difficult.

Dufei: I had a chat with a friend of the agriculture circle, my previous business, do business-to-business, I want to do an agricultural project will not be 2B, then meet me two conditions, 2B also bitter force.

Zuoyingjie: Call vertical, that is, 2B also bitter force, Cui always have shun Fung Group, I want to ask a question, you have rich Dad's case, in the end rich dad has not brought you good, because I know that sometimes large groups within the coordination of different companies, and sometimes more than the external coordination of the cost of higher, this inside your experience how?

Tri Xiaoxi: Well, we all know the boss of Shun Fung Group, Wang is always low-key and pragmatic, as a private entrepreneur to Shun Fung this express company to do now this scale is actually his internal management set, so from the internal communication costs, I think it's okay, because I personally also in the so-called foreign companies and private enterprises have stayed , so I think from the Shun Fung Group internal communication costs are not particularly high, another group of the whole for Shun Fung preferred attitude must be deep, and then from the entire group including the boss has a dream, want to change everyone's table, the more clean and safer food brought in, so we are in fact the same as Du, I said that the health of fresh electricity dealers bear social responsibility is food safety, this is the red line can not touch. Because this afternoon this meeting will go to Shenzhen and the boss to talk about the next plan, so from the whole group, to optimize the importance, and then from the beginning, is also to pay money, staff to staff, including back-end operations, in fact, we ask the group to help us to operate, of course, to settle.

Zuoyingjie: Du said his cost 40 dollars a single, how much do you cost?

Tri Xiaoxi: My side is higher than Du, 30%,200 customer unit price to 60, but also to decline, otherwise the profit is hopeless.

Zuoyingjie: Just said profit, profit is forever pain. Li Shubin as a pioneer of the industry also mentioned that this year can achieve nearly tens of millions of profits, how do you think of fresh the current blue sea so called electricity quotient.

Li Shubin: There are a few questions to ask du General, the first my girlfriend perennial in Tuo tuo work club to buy things, did not retreat, I concept inside this thing is very difficult to retreat, a year to buy many times, in the end returns the rate of how many, the second user repurchase rate.

Dufei: We have a low return rate, the description and display of goods to be true, the second has a shipping inspection, this commodity is particularly special things, that is, he often returns is not a consumer to buy things and think is not the same, but this is not new, in order to reduce this, we are now able to guarantee, from the distribution station out, 10-6 hours is basically the same quality, return is about 1000 orders up to six orders.

Zuoyingjie: Li Shubin you a lot of customers, my mother-in-law's customer return rate more than.

Dufei: There are new and old members one months 2.52 times.

Li Shubin: About 30 times a year?

Dufei: He walked with the pace of shopping.

Li Shubin: You should be the tallest in the country. The two figures suggest that the blue sea is a particularly good industry.

Zuoyingjie: Our electrical appliance may be bought only once in three years.

Li Shubin: I buy two times a year, this one months 2.5 times, 30 times a year.

Zuoyingjie: Just talked about social responsibility, this is the entrance to something about survival security, we ju always about all of our female friends face safety and skin safety, ask Ju general, cosmetics industry in the hot topic is the problem of fakes, there are many brands, can say cosmetics profiteering, to everyone through a bottom, Lancome small black Bottle , more than 1000 of the retail price, the cost is 2%, that is, 20 dollars, so rub on the face to imagine can not bring long-term care, listen to Ju total on the fakes how to evaluate.

Ching: In fact, we are more heavy burden of the electric business, we this industry if female customers can trust you, then your task is heavier, because it is so, you eat food after eating a day to pull the belly, cosmetics on the face, if the disfigurement of life, the woman's life is over, this responsibility is too important, First of all, we control the quality of these products from our own source, we now cooperate more than 600 brands, we are so, the brand must be first to find brand negotiations, some imported brands, we first from this channel Shun, the last total agent, we put control, otherwise we can not do 15 years, we negative news more? Not much, this is one of the biggest achievements, only sell authentic and real goods, of course, now said a lot of sites Taobao some of the goods sold have problems, to this time, then there may be this, only rely on how the country to strengthen monitoring, or platform to enhance the requirements. I think this is also difficult. We are also a flash purchase, we can pay more attention to our website.

Zuoyingjie: The flash buys everybody to be interested, recently everybody is playing the flash purchase, this Ju thorough explained to us.

Ching: We do cosmetics site for a long time, 1992 began to do, is the first to do cosmetic women's platform, 11 group purchase They came out, subversion of a business-to-consumer, this is the mode of innovation, of course, said now Jingdong has a flash purchase channel, and when there are, I think we will also subvert these patterns, like flash purchase, Before doing one hours, you can see the one-hour flash purchase, the pace is relatively fast, or to try. Of course, in the end, I think this, I think to do a vertical electric dealer's friends to make a suggestion, I think now, if there is no special requirements, I suggest you or to make money, first profit, the scale first put aside, because you first to survive, you can not live without you, unless you have a lot of money, Have a lot of money this is more and more difficult, also have to intensive farming to make money, thank you!

Zuoyingjie: Li Shubin How to see this, is like Ju total this industry, he this industry is also very popular, star effect than the actual money is still more fire.

Li Shubin: I think there are pros and cons in any industry, just now du told the story to scare everyone so good a thing, do a woman business difficult business, but do very good things, women's communication is very wide, out of what things spread very wide, everything has a double-edged sword.

Zuoyingjie: Just mentioned the importance of making money, because in fact, doing vertical electric business has a very important, just also said, can chop, just and the following a friend chat, he does fashion magazine, their fashion magazine group is very big, very well-known, let him to help the company to do E-commerce website, he in SKU 10,000 SKU, I suggest I say there is no possibility at all to maintain the one hundred or two hundred SKU to do the right, so the four points are consistent, do vertical electric business, including me, we have five points of view, if you want to survive in the vertical, to differentiate, differentiation is to streamline, do not want to do, can the point of the finer the better, the finer the deeper, The deeper it is likely to be the same as the only product will be like poly-US listing, or profitability. This has done some homework before, I read the news report there is an air purifier to do some joint promotions, but also to do promotions before, do the vertical electric business in this way, too early to diversify will not be the mire? We'd like to hear it.

Dufei: In fact, we do not operate on a diversified, our cooperation with them, in fact, is a member of the exchange, the two sides after the analysis found that we both members of the quality of life in the recognition of the same, so we actually did some members of the exchange effect is good. I would like to disclose that my membership is not too much to go to him, but his members come to us to bring many high-quality quality members. When it comes to the small events of patriots, because at that time they have this thing to study out, he with us, because we are a charitable organization, ALXA members, they are also, hope in our channel test water, in fact, it is difficult for me to cross, if to cross the first is I do not have this ability, The second is your current distribution capacity, including you so much cost to do the distribution is not enough to support these things, I hope to use cold refining things, continue to do lower my power costs.

Zuoyingjie: Last year there was an incident in the presale car, because I have also been involved in the pre-sale of the event, the car does not, is that we do the TV cool open pre-sale, the day of the double 11 that day, the TV brand sold more than 50,000 units a day, after the sale of inventory only 800 of the inventory, so the pre-sale of this event, Last year is a more popular topic, because we are here to do vertical class, we also have to make money, the requirements of inventory, turnover requirements are very high, I want to pre-sale how we see this problem.

Dufei: first talk about inventory management, fresh the stock turnover of this industry is not the problem of inventory pressure and capital pressure, because the goods will be lost, we in September two years ago, through my two months to this company, we came up with a way, is to use the retail business method of agriculture, We give each category to set his reasonable stock, leaf vegetables three days, will be in 1.5 days alarm, this dish must be disposed of, and so on, we now all the situation is there. Our entire inventory turnover, at present through two years of operation without any pressure. The second pre-sale, in fact, we in the pre-sale of the industry into the earlier, but did not do so big, was because I feel a pressure, is Tuo Tuo in Beijing's Apple has its own farm, 1500 acres of farms, this farm has a lot of black pigs, black pig price is very high, people hard to buy, I frank, I am not low income, So expensive to buy the pig is also very distressed, causing the pig longer and fatter, row many people do agricultural farming things are commodities, too fat is loss, at that time we in every Monday in the morning to slaughter the information out, Thursday cut single, there are unexpected effects, normal slaughtering circumstances, do not know this pig sold, the internal organs are all thrown away, But inside the normal part of the sale, he sold more than meat, so we in the pre-sale method, pig intestines, liver, heart and so made goods, we use this kind of things a lot of booking, after the loss of the book, profit up, put the whole hog cost down, Circulation caused me to sell the sale of the pork is not very expensive, a week can sell 10 pigs, one aspect of the solution to the pressure of my pig, and the pre-sale of the way to almost sell all sold, this is the feeling, not as big as the cat play.

Tri Xiaoxi: In fact, pre-sale for the supplier, for consumers, are acceptable. In particular, the supplier is equivalent to the protection of his orders, fresh products grow to mature cycle, we do more is like the pre-sale of fruit, such as litchi, like some foreign car and so on, there will be a time, we accumulate orders, protect our inventory process, then if the amount of pre-sale, We're going to find more inventory with the cooperatives around us, if we say less, we may anticipate the supplier to our own inventory is a protection, when it comes to inventory management, in fact, the final return of the electricity business is the nature of the commercial, inventory management to introduce supply chain, supply chain management and the traditional business do not make any difference, For example, you according to the characteristics of SKU, design your safe stock, according to these inventory of continuous purchase and replenishment, there is a specialized supply chain to do this thing.

Zuoyingjie: Li Shubin You have considered the pre-sale here.

Li Shubin: Have considered, is the arrival of September 30, will certainly be on September 15 to 20th to do pre-sale, to determine his production, has not done before.

Zuoyingjie: There are pre-sale and bulk purchase, are to maintain the smallest inventory, improve our capital turnover and operational efficiency. The next time is to put the question to our table every one, we ask a bit more sharp.

Question 1: Hello, I like Shun Fung optimization to mention three questions, a fresh electricity dealer now and the best choice to face the biggest problem.

Zuoyingjie: Only one question can be asked.

Question 1: The second question is Shun Fung optimization, a shop, Jingdong, Shun Fung optimization How to stand out, then shun Fung optimization when to come to our Shaanxi, to our XI ' an.

Tri Xiaoxi: I've been mentioning that there's no competition, everyone is too small, the industry has just begun, last year, we all said that the first one, I would like to say industry partners, because we are how to put this industry, because last year there is a data is the entire trade in agricultural products in the national turnover is 2 trillion, only through the electricity business transactions have 20 billion , with only 1% of the share, how can we and industry partners to fry the market of fresh electricity to 10% to 100 billion of the share, so there is no competition, just now, du always talked about, you yourself according to your own characteristics do well, to Shaanxi should have plans, because now in north China, east China, South China has zoning, In addition, I hope the West has a base area, the Western development of a better, here will be a plan, thank you!

Question 2: Hello, I am from Shenzhen, do digital accessories, I would like to ask the supply chain, always provide the chain, what is the supply chain? What is the difference between the supply chain and the integration of various industries? I'd like to ask a question.

Zuoyingjie: The supply chain itself a problem why choose Four.

Question 2: The supply chain may not be the same in the same industry.

Zuoyingjie: Choose one.

Question 2: Lee General.

Li Shubin: What is the problem of supply chain, this question is difficult to answer, so you must not say that you dig a potato from the ground and sell it directly on the market, if you have a large number of products in circulation to have a system of circulation, including your own use of efficiency and your own next step and so on, Otherwise, you might not be able to match your sales ability to your purchasing power. I think a small amount does not produce this problem, you have a small amount of money, but if your amount to a certain degree will meet your upstream how to control the downstream how to manage a chain of these issues, so I think the supply chain these problems, I didn't know what a supply chain was when I was doing it. But you just have to be big and come across this problem, but now define what is the supply chain, I personally do not define him, his academic language tells me how the supply chain, in the process should control his system to let him flow very normal, Will not let the middle produce a lot of loss, very consistent, from the funds to the downstream products do very smooth, this is my understanding.

Question 2: Thank you, also want to ask, is to ask, now want to ask, shoes are also made, but also the traditional transformation of electrical enterprises, just the transformation of the electricity business, before the two brands, but before the well-known not so loud, now want to enter the electricity business, open flagship store, recruit sales, that is, footwear brand awareness is not too wide, do not be in the promotion, Is it going to be hard?

Li Shubin: This product has its own characteristics definitely not suggest you make some shoes brand do, does not have much significance, the shoe category repurchase rate is very low, has the characteristic should Beijing East day cat Taobao such platform does, wants the product itself the packing his characteristic, his superiority all plays out, I thought this still has the opportunity, A single product, if done well, must have a chance.

Question 3: Hello everyone, I have a question to ask du total Cui, because we all know beer products, our company in the days of the cat Jingdong Shop has a lot of flagship store in the open, logistics cost is a very big problem for us, the customer unit price is relatively low, logistics cost is higher, I would like to ask to reduce logistics costs on this side there is no concrete a good way some experience to share with us, thank you!

Tri Xiaoxi: Honestly, there's no good way to do it. Because this is the logistics enterprises they are going to do, because previously said electric business enterprises, in fact, the surrounding enterprises, including carton yard, including logistics enterprises and logistics real estate, so the cost of logistics, I think a sales strategy to do some adjustment, For example, you may have a single product less than a few more combinations, and then maximize the sales of a single, then go to thin out your logistics costs, logistics costs a lot more than the third party as far as possible with the distribution company to talk about a greater discount, I think maybe this is a realistic way, unless you build yourself, not too realistic, Self-construction costs may be more expensive than if you're looking for a third party, so this is the way I think it works.

Dufei: My point of view is always the same as Cui, but one thing, first of all look at your goods where the sale, is if you say, for example, your merchandise customer price is relatively low to do long-distance distribution is a dead cycle, you can put other channels, and other goods together to set up a single can be reduced, because the logistics cost reduction inside nothing more than two hard cost, A storage and personnel, warehousing of these fixed costs, and the resulting change in costs, if you do not have enough order number and customer support is impossible.

Question 4: We are doing the vertical of the 3C class, want to ask Li Shubin president, now buy the whole flow composition is what kind of situation this is the first, the second just you also mentioned that is the whole large platform of the electric dealer he has a flow effect, so his relevance to purchase is very successful, that as a good buy how to give consumer reasons, Choose a good choice of platform.

Li Shubin: We now have very few advertisements, about one months of cost will not exceed 200,000, the current traffic is almost all their own website, its own users, we now have 11 million of registered users, and then more than 4 million of the purchase of users, we now do not really external traffic, every month 70% of the users in the purchase, Just now said that the third party platform sales accounted for our entire sales of 3% to 4%, not more than 5%, the basic is the flow of its own platform. The second question is why let the user choose us, just say need in the product, because before will define, your website purchase path is very short, the choice is very convenient, in fact you go to search Nike very convenient, I this also want to do the same, Nike all come out all new styles have, I personally think Taobao and cat such platform traffic is still limited, The goods in the back of the line get very little chance, sort of, to buy, still his effect is very not obvious, row in front of the huge flow behind the relatively small, the cat should also be the main discharge volume of products, so is the latest product of the most competitive products, which is the most competitive, before playing, we participate in a meeting, Buy Nike Adi Products, but a search down two sites, buy Nike, the first product and the cat is exactly the same, the price to do but the cat, the cat has very much cost very low, the distribution of small agents throughout the country to do this thing, the human cost is very low, do not have their own website in the days of cat and Taobao do, so the price down lower. Nike Adi's brand price protection is less stringent, then tell you 30 days of products, regardless of the price can only sell 90 percent, 85 percent impossible, but the Nike price protection system is not so strict, the same product impact on us, I personally can not find why to sell you, is the collection page my products are not the same, My price is lower, find such a way to survive, can't find such a way to survive, we find such a road and the cat and Taobao and Beijing East has a different place, this is the way we are going.

Question 5: Just listened to the vertical electricity quotient, we actually as the industrial chain, more than 10 years, before the upstream is more, we have done so many years a feeling, the product of a relatively high, downstream channels to understand, we feel that large and medium products is the channel, high-end food is the resource planning, you do fresh class, do to do to go to the electrical business, The second is logistics, you do the fresh field of this piece, for the community family this piece, may not form enough links, because food such category, a single variety threshold low very easy to enter, the starting point is not high, and how do you think your company or shun Fung Select fresh type of point, to expand such a strategy, Is there some thinking to ask for a thank you!

Dufei: You ask a very long question, I remember how to expand the last sentence, I may be with Cui total this, because they are easy to expand, I have been suppressing expansion, the first is the Beijing business, I think I did not finish, and Beijing is really better to do, can be a continuous growth of these years are three times times to four times times the growth, I think we have enough space to do in Beijing, and the next step is Shanghai, a number of first-line cities across the country I have inspected a lot, but we are like the current we do not in the broad depth of development, consumption differences, we went to have a lot of agricultural products to take pictures, do not accept frozen So we think that there are some obstacles to the development of the market in the region, but Shanghai and Beijing have no problems, so the next step we may target the East China, now we pass the remote way, is their logistics, Shun Fung Logistics, we use the logistics of Shun Fung, now orders in the eastern China is not high, But the highest time accounted for nearly 10% to 15%, so the east has a warehouse after the order can be done, the industry is the most difficult logistics.

Zuoyingjie: OK, today we can say that is the forum, four guests to their own dry goods all shook out, the last hope that four guests each person to the audience in the presence of a sentence as a conclusion.

Ching: Or just that sentence, do vertical electric business is to make money, in the survival of the development.

Dufei: Our company will have a word inside, in fact, with Shing said the same, careful imitation, do not follow suit, to make money.

Tri Xiaoxi: I want to say to you, that is, although the electrical business is very bitter, but you get past is to see is spring, or suggest you want to fine operation, fine operation.

Li Shubin: I choose a repurchase frequency is high enough, suggested that everyone choose du always do this business.

Zuoyingjie: Next we give applause to the brothers and Giants fighting, thank you!