Explore the secret of yoho! drainage: Find the right crowd and let the user take the initiative

January 9 feature 3 million members, 530 million yuan annual sales, as well as the scale of 30 million yuan profit, let yoho! have goods this originated in the offline Trend magazine and online interactive community of electric companies, in 2013 years to the industry widely circulated "vertical electric quotient will die" on a loud slap.

This appliance merchant's special place lies in the electric quotient methodology and the tidal current culture cross boundary, the line on-line channel Fusion. In yoho!, the e-commerce background of people in the entire management of the site operation, more from the trend circle, brand stores in the direction of the flow of goods to guide the selection and procurement.

Yoho! vice President Cong in an interview said, apart from their own distribution of electricity quotient and vertical electric quotient of the obvious difference, yoho! the key lies in drainage, pull new low-cost, as well as the absolute differentiation of the sale of goods, personalized. When the cost of attracting users to the site is lower, the success rate of the user's purchases increases, and the differentiated goods no longer need to be sold at a lower price, the money is taken for granted.

Drainage tips: Find the right people to let users take the initiative

From the trend magazine "yoho!" and "yoho! girls", to the yoho.cn online community, and then to the upcoming trend of the app show development path, as well as the impact of the crowd, Yoho! founder CEO Liang, early saw the pursuit of the trend of the existence and development of the population. To put it bluntly, the urban crowd after the basic problem of food and clothing, like chasing fashion and trends, began to pay attention to the art of clothing collocation, which is closely related to China's economic development stage.

There are data shows that the 2012 sales volume in the mainland to reach 500 billion yuan scale, and this figure is far less than in the fashion industry-leading Europe and the United States, Japan and South Korea and other markets, growth space is huge.

But the current situation in the domestic retail market is that in addition to accommodating different brands of shops shopping Mall, there is no good place to go to the trend of the crowd to stroll, to buy, offline scarce, online sales of products on the website is rare, "many users do not know which brand is the trend of high fashion, The existing electricity dealers do not have a professional team to do the aggregation of such brands and commodities, Cong said.

With the help of the magazine "Yoho!", yoho! to the traditional media perspective, to help users to browse, appreciate the forefront of information, using large offline theme activities Yohood to attract new people to join, through the yoho! community for the online display and dissemination of goods, precipitation of the same type of user data and relationships , and then they go into the yoho! to buy a website.

Cong that, yoho! to survive, in the giant, the shadow of the platform to grow, we must solve the problem of high flow costs, if the focus of the positioning of the electric dealers can only through continuous advertising to drainage, will soon be defeated. "In the Fund platform-level electric dealer ammunition sufficient, and when the user was pulled to the platform, due to its full category, SKU number of large, conversion rate will be higher." ”

Yoho! need is to have a knowledge of the brand, or their own initiative to find users, they may be through the magazine to yoho! have knowledge, perhaps online activities like this trend of culture. The latest data show that 2013 yoho! new users accounted for 80%, the corresponding marketing costs accounted for less than 8%, and the proportion of this year will fall by about half.

Cong also revealed that, in addition to relying on existing media and community resources to start popularity, yoho! will also be from the offline experience shop and mobile end products two dimensions to layout.

Interestingly, will be in Nanjing, Beijing and other first-line cities to open the brand flagship store, can carry users to stroll, experience, watch and other functions, these offline shops pay attention to the display of tidal products and fashion culture output, dilute shopping, sales and other links, consumers can not only see the latest goods, to try, You can also use multimedia to understand the effects of star wearing, to match the recommendations. and yoho! new mobile products, will also be positioned in the trend of sharing, street racket, interactive and other ways to attract, precipitate users.

Product tips: Insist on differentiation and scarcity

Solve the problem of passenger flow, the layout of goods is also a problem.

Most of the domestic vertical electric business, focusing on one or several related categories, hoping to use professional procurement, services to gather users, and integrated platform to form a differentiation. But the fact is usually, regardless of cosmetics, digital, footwear, in the goods are the same as the cat, jingdong similar, in the payment, distribution, after-sales service and platform no difference, and the price of higher prices, the price war capability is less than the platform.

And yoho! has about 95% of the goods are exclusive, 5% of the same quality of goods to maintain the platform with the basic price of genuine synchronization, so as to achieve the absolute difference of goods. This is a professional buying team of credit, but also a long-standing accumulation of brand cooperation resources.

At present, Yoho! has established a team of 70-person buyers in Nanjing, they both know the trend of fashion, a high degree of sensitivity, but also familiar with the market and data, can be more accurate to judge the market of tidal products, sales forecasts, and users of different products price sensitivity and acceptance. Because yoho! more than the goods are the new season, inventory backlog more stringent, buying team will be detonated in accordance with the trend, best-selling, general grading to label the goods, to provide support for the final purchase and reference. At the same time, procurement team members of the remuneration, bonuses and merchandise gross margin, sold out rate, the overall sales directly linked to form a benign incentive.

In the brand cooperation and expansion, yoho! adhere to the way of direct brand licensing, on the one hand, to strive for international line of the current brand, and actively promote the custom-made or vice-branded goods operation, on the other hand, also support the designer brand, the common big market. Last year, the number of yoho! brands exceeded 500, and the number of brands is expected to increase by 150-200 each year. Among them, there are many with Edison Chen and other stars exclusive cooperation of goods.

Cong introduced this year, the company will also adhere to the support of original designers, and speed with the star original brand cooperation speed. "In the existing cooperation, yoho! and brand companies in the design, production and other aspects of the division of labor, yoho! with the help of the product line at one end of the ability to provide professional advice, such as a certain type of brand should be added to what kind of design and elements, to better market reflection. Compared with other electric platform, yoho! for the professional level of the current industry, as well as the ability to gather people, more than the flow of integrated platform, users more valuable and attractive.