First "Shang" after "electricity"

Absrtact: The only product will: before the electricity return to the fashion only product will founder, Chairman and CEO (illustration: Toys studio) Shenya every morning at 9 o ' clock to see only the goods Will (nyse:vips) of the stock price. Starting August 22, its tepid share price suddenly opened

Only product will: first "Shang" after "electricity" back to fashion

The founder, Chairman and CEO of the Product Council (illustrator: Toys studio)

Shenya at 9 o ' clock every morning will look at the price of the nyse:vips.

Since August 22, its tepid share price has suddenly started to stir. September 21, the share price regained lost ground to 6.5 U.S. dollars/shares; October 7, the market capitalisation of the Nasdaq-listed Dangdang (Nyse:dang), November 7, closing 10.97 U.S. dollars/shares, the first to break through the earliest established 8.5 USD-10.5 USD/share price range cap; The shares then continued to soar to 11 of dollars. The period rose by 100%.

The beating figures seem to be driving the gloom that has been brought about by the "bloodshed" 8 months ago. But as the founder, chairman and CEO of the Shenya, his attitude is far from the excitement of the external reversal.

Guangzhou Liwan District Flower Sea Street 20th in a corner of the drunk View Park, in front of the Pearl River gurgling water, from the Granary rebuilt from the green Tile building in the misty rain in the show a different kind of indifferent and quiet. Like the quiet location of the Shenya, sitting in front of reporters do not see any mood changes, whether it refers to the outside of the "bloody listing" ridicule, the market for its financial data questioned, or today's stock prices soared.

He stressed the most is that the listing is only a mid-term exam, the stock fall is not great sadness, Rose also not exultation. In the interview process, such an understatement is much too thrilling. Hong Xiaobo, another founder of the product, walked into the boardroom and said bluntly, "we are both people who don't tell stories." ”

They rarely receive interviews with the media and do not participate in major industry forums. "Stock prices and performance are closely related, the other is empty talk, every day, on CCTV is useless." "Shenya said. Say less, do more, this is typical Wenzhou businessman character.

4 years ago, they decided to go to the Internet from the communications trade become a rare "traditional faction" of electricity business-not the technical origin, but created the "Brand Discount + limited-time snapping up + Genuine insurance" mode of the company's website; 4 years later, only the goods will again become "heterogeneous", in the Chinese concept stocks COSCO to the United States listing. Put aside these outside right and wrong, October 26, Shenya accepted "global entrepreneur" in an interview, said that at present their most important task is to achieve profitability as soon as possible. And the only product will be released three quarterly report also finally achieve a profit.

Localization innovation

In the lobby of the office building, Shenya is talking to a client about the details of the partnership. I asked him, "is not often personally to receive the brand business?" Shenya smiled, "now very few, this is a friend introduced, so I see a face." ”

4 years ago, when the Shenya was set up in the Lutheran Guild Hall, he flew to Europe to buy the goods in person. There were only 25 teams at the time, and now there are more than 2000 people working at 20th Huahai Street.

The creation of the Hong Xiaobo would be an idea brought back from France. Before the two of them in the field of foreign trade in communications equipment has been steeped in 10, Shenya is responsible for the domestic coordination of communications equipment manufacturers, organization sourcing, Hong Xiaobo is responsible for the European channels and agents. 2007, Shenya to the Yangtze River Business School, and soon Hong Xiaobo also pulled in. Hong's years in France have focused more on the business school's connections and horizons, and they are prepared to look for a new business model.

Hong Xiaobo's inspiration comes from his wife's online shopping. 7 O ' Day in the morning, Hong saw his wife in the French VP (Vente privee.com) on the purchase of discounted brand-name clothing, the site is characterized by almost all the world famous brands, and all have discounts, but need to be snapped up within a specified time. Hong Xiaobo This model to tell the partner Shenya, two hit, after three months of research, rented the Lutheran Hall 1200 square meters office, officially founded only goods will.

and Zhejiang fellow Jack Ma founded when the "dwelling" of the house is different, Shenya's starting point is obviously high, his office environment to pursue taste, "too shabby, no one is willing to do business with you". Because only goods will not sell the previous mobile phone accessories, but luxury goods.

They saw strong demand for luxury goods in the domestic market, but three months later, Shenya decisively abandoned the model. According to its memories, at that time, domestic consumers to buy more than 1000 yuan of merchandise is resisted, daily only a few orders. Then, the only product will decide to turn to the high-end fashion brand, and luxury only as one of the channels, now business accounted for less than 5%. If you had persisted, would you have done better? "Haha," he laughs: "If you insist on doing luxuries, I am afraid the goods will be closed long ago." ”

After adjusting the direction, only goods will be bolted all the way. Turnover doubled, the team also from 25 people to the current more than 3,000 people, warehouse also from the original 80 square meters, experienced 5 relocation expansion to a hundred thousand of square meters, the end of next year will be doubled to more than 400,000 square meters.

"I didn't want to be able to do much on a large scale, just try to make the model successful." Shenya told global entrepreneur. In 2009, Shenya and Hong Xiaobo had been very much in recognition of the pattern, and by 2010 the volume of trading had increased, and they had focused all their energies on limited-time snapping. At this point, originated from the French VP and after the localization of the profit model first prototype.

In addition to the category on the domestic network to buy consumers closer to the inventory also made 180-degree turn. Early start-up, Shenya and Hong Xiaobo was seen as a "sweeping regiment" to Paris extravagantly buy all kinds of luxury goods, after returning to sell, all the backlog in the warehouse. "Buyout" Way let Shenya miserable, to the transformation of popular fashion products, it began to use the "consignment" way, sales can be returned to the supplier, which greatly alleviated its cash pressure. "The cash flow of earnings is very good. Shenya to respond to doubts about its cash flow.

In the domestic electricity business tide, Shenya and Hong Xiaobo has been committed to the "import" localization. In foreign countries, consumers from the next single to harvest can wait a week or two weeks, but in China, the major electric companies have begun to compete with the speed of distribution, the only product will inevitably join the "war". Reporter has to its located in Foshan Nanhai Warehouse visit, EMS and downwind of more than 10 staff resident work.

"Timed snapping" of the international fan ER + local rapid distribution and fashion brand + consignment formed the only product will be unique mode.

First "Shang" after "electricity"

Shenya and Hong Xiaobo so far share an office, next door is the staff's big office area. Two people for a long period of time without a clear division of labor, and even swap responsibilities. At present, Shenya is the chairman and CEO of Hong Xiaobo is responsible for the overall work, COO, in charge of day-to-day operations.

The more than 10-year partner made the two founders more tacit, including life and work habits. Hong Xiaobo laughs, Shen is a studious person, every night 8 o'clock work, eat dinner, and family chat, from 22 o'clock to 1 o'clock in the morning between, the basic is sitting in front of the computer. He is also.

In the case of "attacks" by companies such as Muddy water, Shenya also paid close attention to real-time dynamics from the network. But his response is far from being as strong as some investors, "the Muddy water company is a bit of a sting for Chinese companies, and sooner or later it will be the only product, but in addition to responding in time, it is more important to do it right now and make them seamless." ”

Therefore, Shenya more willing to do than to say. 2012, even in the face of all sorts of troubles, he insisted "practice internal strength". Improve the gross margin, reduce costs, from the pure scale of extensive expansion into refined management.

Before 2010, Shenya and Hong Xiaobo work every day to drive to the South China Sea warehouse to see, even so, also often in picking up goods, shipments and other aspects of the problem. In the second half of 2010, Shenya found the incumbent director of Warehousing logistics Tang Tanji. Tang has been in China Resources, Dangdang and third-party logistics companies, both traditional retail, electrical and logistics companies experience, in Dangdang is designed for its entire warehousing logistics system.

Since then, the two people appear in the warehouse of the number of gradually reduced, and Tang Tanji is the nearest office, the office is located in the South China Sea warehouse. Last year, its leading implementation of the "trunk logistics" model, and Dangdang adopted the model. The same area of the order package to a logistics company to distribute to the central city, and then by the local logistics company to carry out two times to the consumer hand. This year, the model quickly expanded from the northeast to a number of regions, the current cooperative logistics companies have reached more than 90. June, Tang Tanji accepted the "Global entrepreneur" interview, said that the initial estimate of 200 yuan per customer price, if the adoption of National Express (courier costs 40 yuan), each commodity distribution cost almost swallowed the entire gross margin. and "trunk Logistics" distribution cost is equivalent to 1/3 before. At the same time, also successfully avoided the Beijing-east type of self-built logistics traps.

Shenya Warehousing Logistics to Tang Izhi, Tang Tanji also successfully put the biggest cost of the electricity business down, the company's warehousing logistics cost accounted for the ratio from 2011 to 20% in the first quarter of 16.7%, and then to the end of the second quarter of 15.1%. In March and May this year, Tang also went to the Amazon's Zappos and Korea's largest automated management company to study its warehousing and logistics, and plans to implement semi-automatic management in new warehouses.

Hong Xiaobo The first three years of development described as the establishment of a business chain, and will start last year's refinement management known as the construction of electronic systems, the so-called first "business" after "electricity."

This June, only the goods will fill up the chief CTO has been vacant, the original ebay network operations director Daniel Gao. It architecture is also a very important project this year Shenya, in October, only the goods will be added more than 1000 servers. Limited-time buying mode determines its instantaneous flow of the huge, 10 o'clock every day, when the peak of millions of people at once, to the entire storage, orders, promotions and other IT systems bring great pressure.

"IT systems need to be in the company's development, if not supported, sales are zero." "Shenya said.

Return to Fashion

In March this year, only the goods will be listed on the Nasdaq, the outside world to break a few months of domestic enterprises to the U.S. listing the significance of the ice, but also strongly questioned its "bloody listing" behind the intention. These Shenya all look in the eyes, but he doesn't care.

8 days before the listing, Shenya led an executive to fly to the United States. In his own words, he is a salesman who sells his company to investors. Recalling the situation 8 months ago, Shenya said, in fact, investors are quite approved, just because the stock is at the moment of crisis, they still with tinted glasses to see only goods will. The final issue price will be lowered from USD 8.5 to $10.5/share to 6.5 USD/share, no doubt, "investors are less receptive than they think." Shenya told "global entrepreneur" calmly. March 25, after the bell, Shenya ate a meal, visited some customers to return, "What to do, will not be affected by this." ”

In addition to the listing will bring so much doubt and money, but also bring what? Brand effect. Shenya answered without hesitation.

Not listed before, Shenya often to personally visit the major brands, and after the listing, most of his time only need to wait, waiting for the brand to visit, waiting for a friend to introduce, waiting for cooperative mail. He also clearly remember that before the listing, he has been linked to a brand cooperation, the other party to "wait" response, and listed after the brand actively contact cooperation.

Daily UV200 million for large platform electric business is almost nothing, but more than 80% of the repeat purchase rate can not be ignored, for the positioning of female white-collar-oriented business, only products will already have their own loyal users. After a massive expansion, Shenya and Hong Xiaobo are poised to return to fashion and "chop" off some low-end brands. "Users will consume in the goods, not because they are cheap, but as a way of life." ”

Two interviews, it is difficult to hear Shenya's rhetoric, asked him how to evaluate himself and the only product will, he is only a faint response, "We do not particularly proud of the place, from the success is still early, is walking on the road, now in an uncertain state." ”