How does the Internet thinking sell cantaloupe 0 Capital Operation O2O and do daily sales 20,000?

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

I graduated from the undergraduate management trainee to join the United States Group, first responsible for the U.S. traditional retail market and channel, and Gome, Suning, Carrefour, Wal-Mart and other traditional retailers to deal with, and later transferred to the United States, Japan Electric Group headquarters, responsible for the Japanese electric group E-commerce, Standing in the 40 billion cluster height to plan how the United States to carry out E-commerce, with the cat, Jing-dong, excellence and other dealings, it is in the United States experience let me have a fairly solid retail base and high enough horizons; After leaving the United States in Guangzhou to do e-commerce home appliances for operation, in less than a year time to achieve a monthly sales breakthrough tens of millions And then do E-commerce strategy training, set up E-commerce strategy President class, for the traditional business owners talk about how to carry out E-commerce, has been countless traditional business owners respect, I also considered from the traditional industry completely transferred to the field of electrical business.

As E-commerce continues to subvert the traditional retail, the temptation to live, I decided to start a hydroelectric business. 2011 and MBA students together in Zhongshan underwear apparel vertical BTC platform start-up, at that time is the concept of vertical BTC The most popular moment of fire. I am full of passion to fight, but not to the reality of cruelty, I strive to build the BTC platform to become countless BTC platform of the small, in China's Internet wave has not set off a little spray has been the destruction. The venture lost all my savings and owed some debt. To add insult to illness is the end of 2012 my mother examined the esophagus and lung cancer, I left the struggle for many years in Guangdong, back home in Shandong, with the mother together to cure, go to the jaws of death. In the first half of 2013, my mother's condition was stable, and I ended my three-year MBA and officially graduated from school. At this time I faced a major choice in life, is the employment or continue to start a business?

Employment, with my experience and resources, you can easily find a suitable traditional enterprises to go to the business of E-commerce, entrepreneurship, now I have nothing, but also owed a foreign debt, is a negative weng, what can take to start? Some people are born restless, some people are born with the gene of entrepreneurship, I may be such a person, born like toss, I am very difficult to go to the career path, but I hope that through their own efforts to create the future and career. After a period of consideration and screening, I decided to start again, and entrepreneurial direction I choose the most challenging in the field of electrical business, the most difficult of the largest raw food e-commerce. Fresh food Electronic commerce is known as the last of the electric business field of blue Sea, but at the same time is also the most difficult, the most competitive, there are countless enterprises to invest tens of millions of, or even a few billion to do this piece, has not yet heard of the profit, but still attracts countless people to enter.

I poor, nothing, rely on what to climb this electrical business in the field of Mount Everest? There are more ways than difficulties, after a period of communication and preparation, I once again in the beautiful seaside city of Qingdao venture set sail, in the field of fresh food electric business to cultivate. At this stage I also did not go to find the wind, after all, the money is not so easy to get, the first thing to do, find the direction and mode after the expansion of the matter to consider financing!

Entrepreneurial first to determine the good products, my goal is the fruit line online sales, Shandong local fruits, imported fruits, and so are all I have considered, and finally decided to cooperate with Turpan Song Peak group, to carry out Xinjiang characteristics of agricultural products sales, including Xinjiang's dried fruit and fresh fruit, the capital to take the form of the first goods, the first sell goods, then knot money, Rely on the profits generated by the turnover and circulation. Thank Song Group Chairman Mr. Song Paoxian, in my pioneering process to give a strong support! It is also relying on the resources of Song Feng Group, my business was able to sail smoothly.

Below I will my six months more entrepreneurial experience divided into four stages, each stage is full of sadness and suffering, from scratch is not so easy, but also full of harvest satisfaction and joy, because I am growing in every moment!

The first stage: June 2013 July, the hope through the Internet new media means marketing Turpan Hami melon, to create the origin of Turpan Hami melon mode. I personally fly to Xinjiang, in Turpan Farm for inspection, this visit I have a lifetime, because I left turpan the next day the local siege of the police riot.

I am under the Mountain Melon melon field hanging banner photos, so that the beautiful Uighur girl hands to the netizen to say hello, to promote the origin of direct sales. I went to Xinjiang in person. The beauty and magic of Xinjiang, Turpan Basin is the Gobi desert in Xinjiang, an oasis, all water from the Tianshan snow melting, through the infiltration of mountain, rich in minerals, sunshine time up to 16 hours, temperature difference between day and night, and very few pests and diseases, It is this unique geographical location and natural conditions to achieve the world's most delicious cantaloupe and grapes. Eastern people do not go to Turpan is very difficult to eat so authentic so sweet fruit, when I eat a cantaloupe when it was conquered!

At this stage I plan to use micro-letters and micro-blog publicity methods to sell, drainage to the formation of Taobao deal. Micro-letter is the Qingdao daily newspaper group's handheld Qingdao micro-trust platform cooperation, from the palm of Qingdao to my trip to Turpan Live, a comprehensive introduction to the landscape of Turpan, guide the micro-friends to buy, and micro-bo is through large drainage of the way forward micro-bo, drainage to Taobao for sale. Expectations are good, but the actual effect is unsatisfactory. Hami Melon on the market sell four or five dollars a catty, and my cantaloupe to sell 10 yuan a catty, the price difference is too big, although the taste is also very different, but consumers do not eat will not buy your single. This stage Hami melon sold more than 100 boxes, resulting in more than 10,000 sales, but the first batch of goods into more than 1000 boxes to Qingdao, there are more than 900 boxes, more than half a month can not sell cantaloupe will be broken, how to do?

The first phase of the simple network sales did not achieve the desired effect, and the expected a robbery and empty gap is very far, we must think of other ways to remedy. Because of the cooperation with the palm of Qingdao, I took some cantaloupe to the newspaper editors cut to eat, lovely editors feel delicious, said that the whole life did not eat so delicious cantaloupe, so the newspaper inside to buy, only the newspaper inside on the land continued to buy dozens of boxes. Thanks again for controlling the media friends, you are my entrepreneurs on the road of the noble.

Inspired by this I decided to change the overall sales strategy, from online promotion to offline sales, the target group is the office white-collar, sales method is to cut Hami melon let them free to eat, free taste, feel good to buy again. I negotiate with the property of each office, pay rent in the form of the office lobby set up promotional stalls, Xinjiang Hami Melon, jujube, walnut, raisins, figs, apricot, etc. in the Office lobby site sales. The melon cut into countless small pieces, plug in the toothpick, let a passing office white-collar free to eat, while carrying a plate of delicious cantaloupe to the office free delivery. Many people are embarrassed to eat when they pass by, but they can eat them before they arrive at their desks. The office generally refuses door-to-door sales, but the free fruit is a pleasure to accept. At the same time to carry out Office internal group purchase, you can buy a case alone, you can buy a box together.

I've had an unexpected effect on this free food test. Sales is very obvious, the first batch of products quickly digest, dozens of cases a day, dozens of boxes of sales, but due to the time, to the late or bad has more than 300 boxes, this is the raw electricity of the sore spot, inadvertently product loss off! I'm not calling the electric dealer at this stage, is a pure offline sales. In order to further improve the taste of the product and freshness period, all the Hami melon by air to Qingdao, from the farm from miles away to pick up the mouth of consumers only need a day's time, further enhance the reputation. For the next two months, I talk about an office building, one office push, to the August, Turpan grapes also listed, the same popular, fruit and dried fruits together to sell, the average daily sales in 6000 yuan, the best day to break the record of 20,000 yuan, greatly enhanced my confidence.

This stage lasted until mid-autumn festival in September, this is the first half of the year to sell the best two months, time a long problem slowly appeared. The number of office buildings in Qingdao is limited, uttered less than 100, can let the lobby promotion is also 30 or so, and each building's consumption ability is also different, some consumption ability is strong, some consumption ability is poor, slowly found no floor to go, second, third promotion effect also can not reach the first effect, Because everyone buys the first time is the picture is fresh, these things cannot buy every day, the office sale has appeared the bottleneck. But at the same time also found a good factor, a lot of repeat customers, these repeat customers buy cantaloupe and grapes are not for their own eat, but to their friends and relatives, word-of-mouth dissemination of the effectiveness of the show.

After October 2013, I began the third stage of exploration, embarked on the road of team expansion, the target group is not only for office workers, but expanded to the private sector owners, sales model is no longer passive, but active attack. The city zoned area, recruitment salesman, in accordance with the mode of FMCG to sweep the street, sweeping the wholesale market, holding a try to eat products so that everyone free to eat, free taste, feel delicious and then purchase a single. This is the way I still believe in a very good way, but for various reasons I have encountered the biggest dilemma of this venture, mainly reflected in two aspects.

The first aspect is the human aspect, this phase of my logic is to recruit enough salesman to sweep the street, a salesman every day to achieve 1000 yuan performance, 10 salesman can reach 10,000, 100 salesman can reach 100,000, one year is 40 million, I still believe that this logic is established, There is enough market space in the health food industry to support this data. But in the recruitment and sales of business encountered a huge resistance, one is not the right person to recruit, the second is to recruit people to meet the expectations. Outstanding performance can be completed a day thousand performance, but more finished, this with my management, training, and salesman's own personality, initiative are closely related to the team up to 15 people, but the resulting performance is far from the expected, this stage also swallowed up the earlier not easy to make profits.

The second aspect is the product side, into the October, Turpan Hami Melon under the city, Aksu Apple and Korla fragrant pear has not listed, resulting in a shortage of fruit, and in the fruit supply is also facing the lean situation, raw materials is the old stale, the year before the new stock has not been listed, which caused no goods to sell the situation. In addition, because the dried fruit products are not independent brands, the price system is also more chaotic, it is difficult to from the manufacturer's point of view to standardize. On the one hand, the salesman in the continuous orders, on the other hand, the main sales products are not available, the two months formed a vicious circle, resulting in a large area of the loss. The biggest lesson is that there is not enough preparation, and there is a big stride.

Into the December and January, entered the fourth phase of the venture. I have integrated and optimized sourcing, increased supplier and product categories, Aksu sugar heart apple, Korla fragrant pear, Ruoqiang gray jujube, and Tian Jun jujube, Turpan raisins, Atushi figs, Jinghe medlar, Kunlun snow chrysanthemum, apocynum tea, wild black wolfberry, etc. are in stock, are the healthiest Xinjiang specialty, Ready to sell in the early Spring Festival, the marketing model has also changed to the mode I have been trying to push, through the form of micro-letter, telephone orders, and then door-to-door, cod, really create O2O E-commerce model. I have been in the circle of friends to refresh product promotion information and function introduction, answer the customer's advice, customer orders and then personally door-to-door, the original recruitment of employees only retained the most core of several, the human cost has become the largest cost, not to lose! The power of the micro-trust circle is constantly appearing, many times too busy. Just before the Spring Festival, my personal micro-mail order broke through million, of course, this is quite a part of the holiday effect.

January was supposed to be a harvest season, but because of the strategic mistakes that caused a certain degree of loss, that is, I took part in two a total of more than half a month of the Spring Festival meeting, one is Taidong three road pedestrian street, one is the Convention and Exhibition Center, two spring festival will only be the venue cost of nearly 20,000, the result even the venue fees are not sold out, Also all of the artificial put in, can not carry out their original good sales, funds, time, artificial have been depleted, in exchange for another bloody experience, must find your target group, the target is not good products also sell.

Venture more than half a year, 0 funds to start, do Xinjiang specialty E-commerce O2O Sales, the total sales of more than 700,000, this is not comparable to the performance of my previous creation, but the heart is full of satisfaction! The cycle margin is less than 300,000, but the cost is not controlled, and all the profits generated are lost because of such or such strategic mistakes, But the harvest is the industry, the confidence of the market, the direction of the right, the next road is good to go!