Electric Dealer Sample: Million meter network million customer unit price

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Shire and Xiaoxiao (left) visited watchmaking brand Davosa (Deviza) in Switzerland, which was warmly entertained by the founder of the brand (right).

"Electric Dealer Sample" Time is a long river. Since March 1998, the completion of China's first internet trading began, the electric business enterprise surging, live and death, both from the 1999 since the establishment of Dangdang, but also a high profile March but only online 3 months of the product Poly network. From July onwards, Sina Science and technology will select one or two representative electric business enterprise to do the observation every week. We do not mean to be successful, but are willing or due to the failure, or comb its model, or report its growth, to record the current sample of electricity.

Sina Science and Technology Wang Zesen

In Xiaoxiao's view, he founded the million-meter network is a small and beautiful electric Company, in the electricity business generally live more difficult now, it belongs to live more easily a small dial.

Easy from profit, but also because of the nameless, less capital, the media sought after the noise. Million watch network is almost not reported by the media, a magazine published 100 of the Survey of the survival of electric dealers did not include it. But the nameless does not mean that it does not have customers, it is to do authentic name table, take Xiaoxiao words, a good table at least thousands of tens of thousands of yuan, affordable customers, the general income is good, this is the small business of Rich way.

Close to million customer unit price

Million Watch network operating data is very impressive, according to the data disclosed by Xiaoxiao, the current average customer price is 9300 yuan, comprehensive gross profit margin of about 30%-even in the luxury goods, such a high average customer price is also rare. Fashion luxury is known as the catwalk network and the only products, their average customer price is 600 yuan and more than 100 yuan. What is a luxury electric dealer? Excellent network CEO Chen Yu has given an important standard is the customer unit price of more than 2000 yuan.

The most expensive Shibai Patek men's watches, which are sold on the Internet, are priced at 17.6 million yuan and are firm prices. There are netizens in the Commodity page inquiry, the official response to the network said that the price has been counter discount, after payment of the fastest 15 days can be arrived.

Of course, such top luxury goods often have no market, Xiaoxiao in a recent interview with Sina Technology, admitted that the watch is currently on the million watch online has not sold records, before indeed can get the goods, but as the market changes, it is not necessarily able to get the goods.

Xiaoxiao said, sales of more than 3,000 or 4,000 yuan or so watches, a shuttle classic men's mechanical watch to become a sales champion. In terms of price range, sales are mainly concentrated in between 3,000 to 50,000 of the watch, 5 to 100,000 of the watch sales are also good, accounting for about 10% of total sales, 100,000 yuan or more watches one months can also sell more than 10 pieces.

Do luxury electric dealers than open Taobao sell other, so expensive table, logistics cost is not very expensive? How to prevent the courier to a value of more than 100,000 Yuan Vacheron Denton with fakes? Xiaoxiao Introduction, they use the third party Express, often cooperate only two. One of the express Company's boss also specially from Shanghai to Guangzhou and Xiaoxiao meet, to develop detailed logistics safety measures, everything within the controllable range, logistics costs within acceptable range. In addition, The courier company also introduced insurance companies to purchase invoices for insurance, the loss of invoices by the insurance company in full payment.

The painful venture of former bank executives

From the beginning of the wide-purchase network developed into today's million-meter network, Xiaoxiao and Lok Tao Network CEO Bi Sheng to do some similar experience, are from different industries into the electricity quotient, will be the Electronic Business site transformation. Bi Sheng is throwing away toys to sell shoes, Xiaoxiao is throwing away 3C to sell watches. The same is, two people do the electric business is very painful; the difference is, Bi Sheng is still very painful (he always do not earn money), and Xiaoxiao is the way to do the Watch electric trader, although the scale is small but beautiful, relaxed and happy.

Xiaoxiao venture into the electricity business before, is the Guangdong Development Bank Credit card regional general manager. After graduating from college and entering the banking circle, Xiaoxiao "has done almost all the jobs in the banking system except security," and has been a bank executive. As an executive at a well known bank, Xiaoxiao can do it comfortably until he retires, but apparently he is uneasy about the situation.

In 2007, Xiaoxiao resigned and founded a wide-shopping network. He qu is the credit card user group, this is a very consumer of high-end group, Xiaoxiao need to do is to use the identity of the former bank executives to integrate the accumulated resources, through the credit card bill enclosed by the phased mail order, online shopping ads, to take customers to the online shopping network to spend. The bank earns the handling fee and the interest, the Xiaoxiao earns the commodity profit, each other. And with the bank of this cooperation is exclusive, other businesses want to butt credit card customer resources, must be through the network, the interests of the chain is very tight, in the outside world, there is no reason to do not do it.

But in fact, Xiaoxiao do very painful, wide purchase network positioning high-end integrated department store web platform, what are sold: Diamonds, watches, cosmetics, department stores, 3C. Xiaoxiao toss for two years, can't toss up, not to die, but live not easy. "The profit is really low, and the product has no characteristics", in addition to the team itself has a reason. Xiaoxiao Summary, business executives, the biggest problem is to think too much, do too little, the habit of high beat, puny, get the Enlightenment is: start must do small, starting from the beginning, the small do well.

At this time just a watch traditional business old friend to Xiaoxiao suggested that the watch is a good business, generally do not contact with the outside world, relatively closed, and not afraid of inventory backlog, because the price of mechanical watches every year a certain extent of the rise, but not everyone can get the arrival. Do a genuine brand watch net, only do watches a class, in line with Xiaoxiao "small" principle.

Xiaoxiao is a cautious person, his million-watch network in 2009, but did not immediately give up the network, but with the income of the network to raise million table network, with a wide network of teams to maintain the network, two sites coexist simultaneously. Until 2011, after the performance of the million-meter network to good, Xiaoxiao completely "cut" off the network, dedicated to do million table network.

Shire Investment

April 2012, the million Watch network to get angel investors Shire millions of yuan investment, but there is no outside rendering so legendary: a letters. In fact, Xiaoxiao and Shire is through the mobile phone SMS contact, in Guangzhou to eat a meal, chatting, is the first known. On the third day, Shire left Guangzhou before, and Xiaoxiao breakfast together, the investment is settled down. During this period, Shire even Xiaoxiao company did not go to visit, a week later, investment on the million watch net account.

In June, Xiaoxiao and Shire a trip to Europe, visited Switzerland, Germany, France, Austria and other countries of the watchmaking brand, for the million-meter network to talk about the next table in China's proxy. Shire to the "Follow the entrepreneur to conquer Europe, live a small hotel, fly economy class, negotiate customer" feeling is "really entrepreneurial happiness." and entrepreneurs Xiaoxiao to Xue Praise-Investors in person, accompany the entrepreneur traveled to Europe to expand the supply chain upstream, and rare.

After the investment, Xiaoxiao very understand how the WAN network next to go, he needs to optimize the supply chain, to maintain genuine quality. Luxury goods, especially the watch category, since last year, even in the big electric platform, is also repeatedly fakes, parallel imports scandal, if you can not guarantee authentic, this category of E-commerce will be a great damage.

In addition, the early million watch network customers mainly by the credit card cooperation Mall import, how to get rid of this single source of dependence, also become a WAN network to solve the problem. Xiaoxiao said that the current by the credit card cooperation into the sales have been declining, 2012 in the first half, million watch net to achieve sales revenue of about more than 40 million yuan, while the second half of the season, the network will be launched throughout the entire network channel sales, no longer limited to the independent official website, the estimated sales revenue will be "I have time to go to the old Li (guoqing), and he talked about Dangdang and WAN network cooperation sales, see whether it can be?" Xiaoxiao said.