Diamond Bird Online Undertaking: A century brand dream of young siblings

The intermediary transaction SEO diagnoses Taobao guest stationmaster buys the Cloud host technology Hall

Diamond Bird co-president Lei, Xu Xian Online undertaking

They were brothers and sisters; they worked together for nearly a decade, they had a rough 2002 on the Internet, they earned the first bucket of gold on the net by 3000 yuan, they got venture capital in 2007 years, they sold diamonds for 2011 years; they planned to go public this year. They have the heart to make the diamond birds become China's century diamond brand ... They are the Internet rumors--Diamond birds!

The story of Lei and Xu Xian is a story that belongs to Shanghai.

They are educated children of Shanghai, grew up in Xinjiang. Lei 18-Year-old back to Tongji University, then, parents with savings for the little daughter in Zhuan Bridge bought a small house, time is 50,000 yuan, Xu Xian back to Shanghai, while reading.

2002, Xu Xian, a graduate of English majors, is working in a US-funded software company. What was Shanghai like at that time? Zhongshan Park subway mouth of the new property price of 7000 yuan a square meters, per capita 50 yuan can eat in the restaurant alive and kicking. White-collar Xu Xian day work, at night on ebay online shop, the main selling silver, the most expensive one of about 200 yuan. and brother Lei has graduated from Tongji University Jewelry appraisal Professional graduation 5 years. In 2000, the opening of the Shanghai Diamond Trading Center, a large number of foreign diamond dealers into the country, is needed lei such young professionals to run their business. Lei from the old silver building to escape, to become a diamond wholesaler, renting a small 20-square-metre office near Waitan--which later became the first "experience shop" for the small business of Xu Xian, the Shanghai young man who wanted to buy cheap diamonds.

Filming Tsui brother and sister that day cold air, they wear thin clothes in Shanghai cold outdoors for nearly 1 hours. At the same time, more than 100 customers are waiting in long queues outside the experience shop at the Diamond Bird Nanjing East Road. Most of the young Shanghai middle class bought the Diamonds online and then went to the shop to see the truth. 2011, Xujiaweizi brother and sister sold nearly 600 million yuan in the online diamond jewelry. In Shanghai this year, 140,000 couples were married, and they sold 15,000 pairs of wedding rings in the city--that is, at least 10% of the newly married men and women went to the diamond birds to spend one!

From 3000 to 50,000 yuan

In the beginning, Xu Xian moved to sell diamonds on ebay. Brother Lei have sourcing, he needs to do for his sister is, for each diamond photo, at the same time with the highest international circulation GIA certificate-we are familiar with the "4C" standard, from the GIA provisions. At that time, most of the domestic silver floor is the diamond attached is the National certificate. Compared to GIA, the national standard is not low, and cheap-each GIA Diamond certificate cost is 30 to 200 U.S. dollars, GB is 50 to 200 yuan.

"It's a joke to us. said only a fool to buy GIA certificate", and, selling diamonds online, even Lei do not believe that sister can make, for her to do these things, probably like a child, she was in school fighting lost, he went to help her out of the same head.

Xu Xian sold the first diamond on the Internet at a price of 3000 yuan, at the cost of which she spent one months communicating with the Harbin radio host girl. "At that time, online transactions did not pay Bao guarantee transactions, the buyer's money to us to deliver," now 30-year-old Shanghai white-collar workers remember that even if the early adopters of the net to buy, but also to deal with the city, everyone in the subway station to see one side, pay money, one hand delivery is safe Buy diamonds? Who can make up his mind!

Harbin Girl received the diamond to local identification, the appraiser first affirmed the quality of the diamond, then questioned her, "This price is lower than the Silver property price of more than half, where you buy?" ”

Fortunately, there was no navy brush praise, so the first buyer to finish the praise, Xu Xian customers more up. Soon after she struggled with her parents for one months, she resigned herself to open the shop. Before resigning, her net shop monthly turnover reached 50,000 yuan. Work in the daytime, and at night on the Internet non-stop communication with customers, working hours to reach 14-18 hours a day.

Years later, Xu Xian was asked to give advice to young entrepreneurs in an interview, and she said the first one was: good health.

The birth of "mouse + cement" mode

Xu Xian's English name is Bridd, in the original ebay shop era, she was therefore a netizen dubbed nickname "Bird Sister". 2004, Xu Xian's online shop has reached 300,000 yuan monthly sales. The reasonable Shanghai people will know that the market price of 10,000 yuan of diamonds, buy only 3500-4000 yuan for her. They will never order, but once the professional jewelry appraiser Lei small office to see the real, will not hesitate to purse. And this became the future model of Diamond bird development: Customers are attracted to the Internet, visiting the city's experience shop (where most of the experience shop is located in the office, the rent is much cheaper than the shop), and then pay. This was later the industry called "Mouse + Cement" Innovation model, initially only from the city's smart customer requirements.

But ebay, which was bought by ebay, is out of the price.

If Taobao now has quite a scale, Xu Xian to today, it may be Taobao Mall, one of the numerous businesses. But at that time, just start Taobao like any one of the internet companies in the crazy era, is crazy to play ads, maybe even ma Yun himself do not know the future rely on unreliable.

Xu Xian was thinking that ebay, a big company, was unsuccessful and seemed unable to bet on any of its businesses. Lei also opened a joint company with his sister to open an independent website.

This is 2004 years. No online shopping platform for people, where to catch customers? Xu Xian found the fence net.

At that time, the fence is a very prosperous decoration forum, Xu Xian think buy a house decoration of the crowd, should also have the need to buy a diamond ring. When she came to the door to talk about cooperation, the fence was pleasantly surprised to tell her that they were planning to open the wedding channel, she was the first to come to the quality of the merchant.

Xu Xian's goal is to find customers. She spends every day at the fence Forum at two or three O ' night, explaining the knowledge of diamonds, understanding the needs of newlyweds in Shanghai and persuading them to buy them. Later, the fence for them to do a "group buying meeting" (30-year-old Shanghai white-collar workers will feel again, how familiar noun wow), the appointment of the guests long line. Their sales doubled several times in the month.

Later, Xu Xian is called "the power to find and convince customers." Even today, those who are partnering with American students to shop on Taobao cosmetics shops, those who recommend their own small jewelry on micro-blog art and literature youth, still faced with the challenges before Xu Xian: How to find your customers and persuade them to spend money for your goods?

The generations of Internet jewellery

In the 2007, Diamond Birds got venture capital. Investors are the capital of today's Xu, at that time as long as Baidu she, overwhelming is the big title: "Ding Lei behind the woman."

At that time, Diamond bird sales in the year about 20 million. 3 Experience Shop, 8 employees. The diamond industry is a highly resource-monopolized industry, not enough connections, the order of the goods to see the more backward, good diamonds are also less-for the diamond in the business of 2009 just diamond birds, if not in this line bubble 15 years of Lei, it is impossible to deal in 2011 a single 8 million yuan of diamonds. "The diamond industry is in the hands of Jews and Indians, Big jewelers like Harry Winston, who are almost always buying jewellery for the sake of preserving their value," The 8 million-dollar diamond, 7 carat, all-American, custom-designed, finished by the end of a few months ago, was destroyed by the stencil. "

Xu Xian said that today the same quality of diamonds, the price of diamond birds is still more than traditional jewelry to maintain a certain advantage, to DIY customized services to win the goodwill of customers at the same time, shaping the brand and other jewelry brands in the diamond jewelry between the differences. Last year, more and more customers were on the Internet directly. But even with such a comprehensive sense of value, why do so many customers buy jewellery at a jewelry store? Xu Xian thought for a while, "so we have been doing brand experience marketing, and constantly starting from the product itself, through the actual service to enrich the value of the brand." "Last year they forged a strategic partnership with the International Platinum Association," because platinum is always the best companion diamond, many precious jewels are embedded in the platinum base, platinum Luster white, never fade, and the light of the diamond, and this material tenacity durable, in a variety of extreme environment can maintain a stable nature , safely and securely inlaid diamonds, to give the diamond long-lasting protection. "Many newly married young people choose the ring and ring, natural choice Platinum style-so, consumer consumption naturally also rise, in 2011, the average customer price of diamond birds in 10,000 yuan."

The plan for the listing of diamond birds was also on the agenda in 2012. Lei said that even if he did get to the city, he may not be so excited, because for entrepreneurs, only the source of money has changed. The plan they gave Morgan to the chairman of the board was a 100-year plan. The other side is surprised, because no entrepreneur, will think so long, it also revealed that their siblings and the team to do a Chinese century jewelry brand.