Alternative play of "Original Life": Media electric Dealer

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The legendary 85-Year-old Kingkian named "Inspirational Orange", under the attention of major media, in the nationwide hit.

Author: Titanium Media

SOURCE Link: http://www.tmtpost.com/7636.html

They are headed by Huanhua, a southern news entrepreneur, the first to fry hot is "Chu Orange", and therefore in the electricity business a gun and red. They do business like the newsroom, saying the purchasing area buys the "journalist" and buys the unique products from around the world to report to the operation, which is "edit". The weekly product will be called "topic meeting", everyone wants to do "cover" or "close-up".

In November this year, after the Titanium Media editorial Office was established, that is to receive a special gift, two small box "Chu Orange", we eat with relish, this precious gift from a media friend, when the Orange has not detonated, but "originally life" this venture for half a year of electric business enterprises also began to enter our horizons, Know that they by the southern Department of a set of old news people in the building, of which the original Southern Metropolis newspaper, the Beijing News general Manager Huanhua is the core, originally wanted to do logistics and warehousing old metaphor, walked but walked out of another electric quotient "road." It may sound strange, but that's it.

Finally, the legendary 85-Year-old Kingkian named "Inspirational Orange", under the attention of major media, in the nationwide hit, a variety of broken goods, out of stock to make this round of speculation brought about by the hot-selling effect, at the end of December will also have to withhold paragraph. But the titanium media is more interested in the effect behind the scenes, originally living on the website of the news editorial style alternative play.

The latest feature from the Bloomberg Business weekly Chinese edition is an interesting demonstration of the news editorial complex of the entrepreneurial team, the "left hand do express, right hand power dealer". Titanium Media Editorial department selected and recommended as follows:

That morning, netizens also immersed in Taobao 19.1 billion Yuan madness, also browsing the "18" information, QQ pop-up window suddenly popped up "inspirational orange" message. Originally living site traffic instantaneous surge, technical department temporarily increased 20 trillion bandwidth. Hu Haiqing to the company, was questioned: "Lao Hu What did you do?" Customer service is also difficult to parry, each customer service to receive more than 300 calls. At seven or eight o'clock in the evening, they had a meeting to plan to enter the third car orange, the order jumped more than 200.

At this point, the orange effect to the Hu Haiqing said the third stage selling point "Kingkian dumping orange Beijing", "dumping orange has two layers of meaning, one is the orange sales has been a breakthrough, the second is more and more social elites are in the old spirit of admiration."

The trigger story is just a means, the important result is playing the dealer's brutal survival game.

"We are media distributors. Hu Haiqing said, this is the original life within the unanimous determination of things. They do business like the newsroom, saying the purchasing area buys the "journalist" and buys the unique products from around the world to report to the operation, which is "edit". The weekly product will be called "topic Meeting", Marathon long and full of quarrel, each product needs to tell the selling point, everyone wants to do "cover" or "close-up".

But unlike the media, they not only discuss "topic", but also try to eat a variety of food brought by journalists. Once, in order to choose the best one in 4 kinds of rice, they cooked with 4 rice cookers and then tried to eat each, and can not have the next meal, must dry to eat, so as to taste the real taste.

In multiple trials, Chu Orange has become a rare one-off "topic". Originally living in the southwest region "reporter" recommended the CHU Orange, the presence of people's eyes are bright. Yang Xuatao Hometown is Yunnan, know Chu Orange in the Local has been known for several years, but has not played the national market. Hu Haiqing has been a person for many years, "Kingkian is one of the people we want to interview but not interview." ”

It was July, the original life is not online, they deployed this "long term theme". Coincidentally, a senior who had more than 20 years of agricultural experience knew Kingkian's grandson son-in-law Li Yahin (he was helping the old man to run his business) and soon got in touch. Just Chu old also looking for outside Yunnan market, this year Lijiang gave him 1500 acres, five or six years later, orange mature capacity will double, he worries about Yunnan market capacity, both sides hit.

The orange selection meeting, the "reporter" said in 20 tons, everyone was silent, was frightened by this number. Before they enter the agricultural products to "box" as a unit, "into 8 boxes and 4 boxes are not sold out, to find the dealer returns." But really with Chu old talk about cooperation, they a bite, "we first book 100 tons." "(Most of the distributors in Yunnan are in thousand tons.) )

Now I regret it. After the sale of orange, they urged Ailao to provide more goods. But Chu old also lost, finally from other dealers to absorb 100 tons. December 6, the tenth car, is also the last car 20 tons, by the end of December sold, this time the CHU Orange Electric Business carnival is over. "If we had ordered 1000 tons, we would be able to supply the Spring festival." "Hu Haiqing said.

What's the next tipping point? You can't always do a special issue, can you? What ' s the next? Wuchang Rice, Deqing, Guangdong, the Emperor of Mandarin, Lotus organic lotus seeds? Yang Xuatao said, may be pregnant food, really eat above willing to spend money is to pregnant women and children.

But no matter what, the electric business marketing gimmick behind a core competitiveness is the storehouse. The original life of the warehouse covers an area of 4000 square meters, but only One-fourth, more than 10 shelves according to the advanced first out of the principle of a lot of packaged food, and then into the refrigerated areas, fresh areas. "Cooked meat food can not directly contact the ground, to 10 centimeters away," said the details, a rough man immediately became meticulous, "like the orange fear of low temperature, the evening to cover up with quilts." "The distribution of eggs is not broken, there are many learning." After the launch of the "Daily Fresh" project, "we really go to the Beijing suburb of the chicken coop to take." ”

Look at the media peer into a warehouse experts, logistics experts, marketing experts, people sigh "endure to see peer into a new ghost." Yang Xuatao went to see the domestic almost all the electric dealer's storehouse, "there is a time I really was drifting, the intensity is too big." ”

He can't help but be nervous. Last year, when the start-up preparation, they also think that fresh food is blue sea, this year, the big electric Shangdou to eat the market. In addition to store No. 1th, Cofco I bought Nets, tuo tuo workers, this June and July, Amazon China's food classification of more seafood, Taobao online eco-agriculture, Liu also borrow "Jingdong love story" launched fresh food. The largest private courier company Shun Fong also do a number of failures, internal entrepreneurship shun Fung preferred to seize the import food market.

In addition to learning, trial and error costs, the original life in the Express cost is also very high. It originally promised to free Shipping (courier Company "micro-mission" is its brother company), but so many orange light micro mission can not send over, it also with Shun Fung and other cooperation.

The left hand does express, the right hand does electric quotient, this is this entrepreneurial team's special place. They have a similar career trajectory: from the Southern News department to NetEase and then start a business. To some extent, it is also ding Lei put them on the road to entrepreneurship. NetEase Entrepreneurship is very successful, Lee Colling founder Yy, Guoguang founder Fast Money, Yantan founder of the mo ...

Huanhua, called "Old Yu", the original "Southern Metropolis Daily", "The Beijing News" general manager, the successor NetEase sales Vice President, 2011 was the billion investment, has started a micro-mission and original life.

"The old Yu has done the release, to endure hardship not to contradict," to own boss, Yang Xuatao said, "This group of people have bottom feelings, moral superiority." "Do express they want to let courier more than Shun Fung also have the dignity, do electrical business they said to solve the Chinese people's most worried about food safety issues--to the southern newspaper once the spirit of the media for the user to endorse endorsement, of course, they set up a special independent testing laboratories for agricultural products.

But the media people to transform to do electricity business, must pay a lot of painful torment. "The vertical electric trader chooses a minority group to cut into must have the market, must make the characteristic, does organic must do the real organic product," the original Dangdang COO, Taobao Mall founder General manager Huang Jo said, most electric business committed the biggest mistake is not willing to develop in depth, only is willing to do the horizontal platform, "the depth is too bitter, Not everyone is willing to do it. ”

But the problem is that entrepreneurs do not madness, the world is not so many "inspirational orange" waiting for you to detonate. Originally life Venture half a year, have VC to come to the door. Its own traffic, orders, customer unit price (currently daily average of 300 yuan), SKU requirements will be more and more high. When a start-up company succeeds and throws its innocence aside to embrace a more sophisticated adult identity, it has a moment of lost paradise.