Beauty Lele has gone a way that is different from traditional furniture brand and internet brand

As a rise in the cat's furniture brand, beauty Lele walked a different from the traditional furniture brand and the Internet brand of the road. 2012 Beauty Lele quit the day cat, so far people baffled. The following is the CEO of the United States Lele to tell you the story of the Rebel brand growth story.

Good morning, everyone! Very happy, dear friends, ladies and gentlemen together to share the experience of our beauty Lele furniture O2O. When we first began to do furniture, at that time may o2o not as hot as today, we did not think how to do O2O. So confusedly, on both the line, and opened the line under the shop, so do up, can also say the mistake. I simply share with you today, we this three years how step-by-step from a day cat and Taobao small merchants, slowly in the furniture o2o This field, did some groping, groping to today.

It is true that the United States and music company, history is not more than three years, we started from 2008 onwards. 2008 to 2010, mainly Taobao and the day cat, Taobao Mall at that time, from the beginning of 2008, is at that time Taobao and Taobao Mall opened a shop selling furniture, in fact, the scale is also very small, than now many in the days of the cat shops are still small. We to 2010, is more than three years ago, in the second half of 2010, about one months on Taobao mall selling a 3 million bar, one months, so dozens of people. So, this is in the first three years, from 2008 to 2010, because at that time, to be honest, the company also has no particular lofty ideals, that is, to open a shop, open a shop than to play a job better. Later I was in the second half of 2010, when also from a foreign trade company to make furniture, when I joined, almost all the friends said you are brain water, the first is the furniture must not do electricity, especially in a Taobao shop to do electricity business, simply incredible. Later I joined, began not to feel, and then looked for a few months, I found that this furniture is indeed very promising, do electrical business is very good. The main is a few problems, first, it is non-standard products, chairs and chairs, sofas and sofas are very different, non-standard products. Second, its retail price is relatively high, are in thousands of dollars, some even tens of thousands. So this online purchase of more expensive products, users are more difficult to make decisions. There are, for example, logistics, transportation, installation, it is not like a clothes or mobile phone, or book, a courier can be sent to the guests home is over. It's the middle of the logistics and the final installation services, in fact, is very troublesome.

Experience first

What is the most important thing for our users? Is the decision of the user. First of all when shopping, the user's decision, because before whether the cat or his own official website, are based on a picture, with a description of the product, as well as the customers have already purchased the product evaluation. In fact, we feel that has been exposed to customers or consumers, or this relatively small, in fact, the most mainstream consumers are still very difficult to rely on a picture, from the Internet to buy a piece of furniture. Because this is a very big for a family, one-time investment, in case of buying wrong, in fact, a lot of trouble behind. So at that time we want to say, a lot of guests said that your furniture looks very beautiful, looks very beautiful, but he bought the time is still afraid to buy, because a buy words is thousands of dollars down, or want to see. So we said at the time, in fact, in order to solve the experience of the guests, we want to say, we can open a shop, so that we can break through this bottleneck, the customer's decision to buy this bottleneck. In fact, the company was also very small, so with this idea ran to finance, took a few pages of PPT to finance. After seeing a few, the beginning is quite hit, because people say you these people, because we are the IT origin, had not done furniture, have not opened a retail store. The investors said that none of you have done furniture or retail stores and are now running to open a furniture store. Besides, the furniture store started business three years ago, and then there was a daring investor to give us a sum of money. We took a big investment in the Spring Festival in 2011, we passed the Spring Festival on the shop, we were in Chengdu, Chengdu to find a shop, in fact, there is no experience at that time, the company's product gross margin is not very high, a reckoning, found that the cost of this shop can not exceed 10,000 yuan one months. We will follow this standard to find a shop, find to find a furniture city for others to do warehouse place. Because it is really not one months to find 10,000 of the shop, to tell the truth, now still can't find, but now our shop is still in the Bayi Furniture City Yonder, we have the opportunity to see, our shop is still open.

We were looking for the store, which was less than 10,000 dollars, but the location was really bad, now you give an address to find, or can hardly find, we were guests to find our shop, we first told him, you get a call to the Agricultural bank there to wait, then we send a person, send a girl to pick you up, The middle is about four hundred or five hundred meters away to our shop. For this thing, we lost at least 30% of the guests, because a lot of guests walked half, said you this is not shops, more and more biased. At that time we asked the Bayi Furniture City store, said you one months to sell how much, they have opened three or four years of shop, they said we this good, business is very good, can one months to sell 70,000. We have a reckoning, according to our gross margin, cost, income at that time, we have at least 150,000 to be able to flat. So, in fact, when opening the heart is particularly not bottom, because at that time we in Chengdu the amount of the company is in less than 100,000 bar, tens of thousands of dollars, which half or cat on the amount of day cat guests can not lead to the line down, so their own official website amount is about ten thousand or twenty thousand Yuan. So you open a shop, in order to preserve capital, you also have to turn your own volume by almost 10 times times. So, it can be said to do is very worried.

But we were three years ago, as if it had opened on April 17, when it seemed like Saturday. We sold nearly 300,000 in the small half of April, half a month. By May is more than 500,000. Now that store about one months can do million bar, basically maintained in about 1 million, the highest month can do 2 million. We know that the furniture store business is very bad, can sell to 100,000, 200,000 already is good, and especially we open in so a particularly remote, cannot find the place. According to the truth, we used to have colleagues in that place, kept a afternoon, a person did not, because it is not a shop itself is a location, is a warehouse. So the first, is a great encouragement, when we arrived in the May, we found that this model seems to be able to walk, online drainage, the line to allow guests to experience, and then back to the online transactions, such a model. In May, I think it's OK. But we soon in Beijing, Guangzhou and Hangzhou, and opened 3 consecutive, Beijing, our shop is still in the ten-river, which we opened in July 2011. The store is really hard to find, I don't know if anyone has ever seen it, that was originally a furniture distribution center, there are many selling furniture, but we open that position is called in a Broadway antique square inside, it was formerly called Furniture Square, and then after six months said recruit not to the business, and became an antique square, We are the only ones selling furniture in Antique square. That square has four floors, we are on the second floor, basically inside half guest all is we bring the past from the line.

O2O of the most grounded gas

From the Internet to bring guests to the offline, and then to do experience transactions, this model seems to be more than a pure line or only to do offline, in fact, the advantages are quite obvious. So we opened 22 in total in 2011, when basically all of Beijing, Shanghai's slightly bigger cities have, all opened. At that time, we 2011 the last one months, we probably own official website add shop sales suddenly rushed to nearly 20 million, is a single shop, one month. So this is what we've been doing for 2011 years. After doing this thing in 2011, I basically feel that this is the beginning and that this thing can be developed. So to 2012 years, summed up the experience and lessons, and took an investment, when the investors followed my butt will give money, investment, we opened a breath more than 110 stores, in 2012, many furniture industry said we crazy, so desperate to open a shop. Because we are basically in the Spring Festival began to open, and then to September, because the furniture industry October is the peak season, we all have to be ready before October, stop opening. So basically from looking for a shop to the opening, only 5, 6 months of time, concentrated in 5, 6 months to open more than 110 stores, is also a big challenge. But I found that this has a benefit, and then I see a benefit, what? Basically, we open shop without the danger of closing, we open the standard is very simple, we look at the Internet traffic, we have an official website, on the internet to see which city about one months, the average day how much traffic, to that place open shop will certainly make money, almost did not miss. We opened more than 100 stores in 2012 years, although the special rush, a few months, from looking for a shop to decorate, to the last business, but no one turned off, business is very good.

Why is that? Although we are also open shop, but the traditional channel they are not the same, because their channels are dependent on geographical location, especially for furniture, furniture needs to open where? For example, open in the furniture store, or open in the furniture city, rarely say in the relatively biased position, open in the relatively partial position is almost dead, because it depends on the geographical position to attract passenger flow. Especially for furniture, it is a low-frequency, this category is very special, it is almost no repurchase or repeat purchase, like your home to buy a sofa, you will not be interested in the second set. So it's this audience crowd, basically very few, perhaps we estimate, for example cosmetics is about 50% or 30% should be some, mobile phone should be about 100%, everyone needs mobile phone, but furniture is less than 5%, because you have money, your home if already moved home, you do not buy a new house, Or if you're not sitting on a couch, you don't want to buy a couch. So it needs very accurate flow, need very accurate crowd, this is why the furniture city can live, because only that place has the furniture product has the purchase desire the person after the Internet, this kind of pattern which can depend on the geographical position to bring the passenger flow is broken. We opened the shop, basically bad location, very few good, Zhengzhou has a few shops, a few beauty Lele shop, can basically see, next to certainly not that kind of commercial special good position, basically are relatively poor position.