Cool 6 "Interview with the Electric business", said next year's biggest wish is to be alive in the first moment

Six months ago, the founder, CEO Xu Xiaohui in Cool 6 "electric business Interview", said next year's biggest wish is to be alive in the first moment. But only six months later, there is news that the first moment is seeking sellers, intends to sell, Xu Xiaohui also to Donews confirmed that there is a larger buyer is interested in the acquisition or investment, the two sides are in the relevant matters of contact, Xu Xiaohui did not disclose the specific reasons for the initial sale.

After the cotton, the first moment is another death of the brand electrical goods card. Let's briefly understand the company, which has only two years to set up. At the end of November 2010, once in Jinshan, Yahoo, Fank Xu Xiaohui registered Beijing Gordo Technology Co., Ltd. and as CEO, in the field of apparel business entrepreneurship, the creation of the first carved brand, the next April, the first engraved on the line. On the first anniversary of the line, @ Xu Xiaohui on Weibo message said, today is your birthday, our first moment. As if a fleeting, like a flick of a finger. Life is short, run slowly. At present, the operation is in good condition, will not expand the new commodity category, but will further increase the SKU of apparel products, the company does not carry out a new round of financing plans.

The initial financing situation, public reports are mostly vague. In 2011, when the first moment was online, Xu Xiaohui said in an interview,

Before you get the angel investment off (Tiger Sniff: There is a saying is tens, investment in the big head or in the product, the first year of the new company is cash delivery, 90% is to take the arrival of the time to pay someone else, the factory is basically in Guangzhou, get the design draft or sample clothing to batch manufacturers, an average of 100-200 pieces of volume, Investment next may have more resources to invest in advertising, the initial purchase of products in the Treasury, the warehouse in the east of the five ring. As for the formal introduction of the first round of investment, at present, with a number of VCs to negotiate, temporarily did not determine the investors, we would like to raise 6.007 billion U.S. dollars, while our share of the share of the transfer of 20%-30% of the shares, the funds will be used in the product is a large part, in addition to the product is technology, warehousing, these infrastructure At present, inventory also has millions inventory (capacity).

A round of unknown, since then, Xu Xiaohui on a variety of occasions have hinted at the first moment of cash flow normal, but the company has embarked on the "enclosure to do the scale" of the road-"the current people are all the same, the primary stage is not considered profitable, enclosure, do large-scale, no scale even now profit is easily stolen." "Slow Life" may not be a person you are doing, it is still stressed to the scale to do, which is also the investors after the entry of some requirements, "Xu Xiaohui on the line at the beginning of the" Chinese brand Apparel network "interview said.

Capital pressure or a large environment, Xu Xiaohui to "enclosure for scale" may have its own frustration, last November, he explained to the "Global Business Classics": In a vacant land, building the desire to build a tower often more than satisfied with a shelter from the wind and shelter of the desire. In this period of e-commerce development, everyone hopes that they can first expand the size of the industry occupy the largest piece of land, built a super building. Because the risk of doing so seems smaller, "tied to capital, it is not easy to fall." ”

But how much harm does it do to startups that "try to make a path on a personalized brand"? Xu Xiaohui In fact very clear, "to attract users at a low price, and then to attract investment by users, and then to expand the scale of investment to maintain low-cost or lower prices, this cycle has become the survival of E-commerce law." "When a business attracts users on a low price basis," says Xu Xiaohui, it is difficult to cultivate the loyalty of users, this way doomed users to lower prices as a choice of shopping conditions, and, for E-commerce, the choice of lower cost is so low, only need one click, from one link to another link. ”

"Short-lived" The first moment is not useless, in the personalized brand of exploration out of the characteristics, for example, 1 to "slow life" as the carrier, with a small fresh way of packaging, products and travel, culture, humanities combined to make a brand premium, 2 pay attention to product, vision and service interaction, increase consumer stickiness, 3) There are also product "gimmicks", such as the "T-shirts" of the jogging series, which are positive in the mirror, so the world can be reversed in black and white.

First carved brand Marketing "martial arts" natural-Xu Xiaohui graduated from the Chinese department of Peking University, have every guest's professional experience, however, the marketing brand of every customer seems too deep, and in essence, to the basic quality of the edition and personalized brand to win the beginning of the two roads, at the beginning of the "Quality and design" The control link lost opportunity: Xu Xiaohui Once such a reflection of entrepreneurship one Year lesson: 1 last year's relatively fragmented system, some messy, including quality and some messy, this year the quality is relatively stable. 2 Our design is not enough to control this, or the impact of the brand that I have now is not a match, is this (design) in fact, we do not good ...

This is actually the brand electric dealer's "fatal wound", does not have the design ability, cannot control the supply chain, talks about what control quality? How to solve the inventory? In the scale and individuality of the swing, Amoy brand and Zara in the attack, the expensive flow enough to kill the brand electric power business growth? And when the cheap has become the Internet brand " Pass "certificate, the brand electric dealer wants to make" likes "the premium, the environment is very bad. At the moment, the registered user is about 300,000. In the second half of 2011, the first time has publicly disclosed that the average daily orders reached thousands of, the customer unit price of more than 200 yuan, after the initial stage has not released new operating figures.

In the cold winter of the electricity merchant financing, the long time is not big will be the last case? The end of the season, the tiger smell for still fighting the brand electric business refueling, this long list includes Amoy, NOP ...