Li Yang and Wang Yu couples talk about the history of red Children: from the love of their children

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Baoshu have about: Red Child is the two of you co-founded, at that time is a kind of opportunity to make you think of two people together to start a business, do this thing?

Wang Yu: Mother and infant industry has a major feature, is that many people are in the child after, because dog, because of childcare, began to like the mother and child of this industry. We are no exception, with children after the mother and child supplies began to be interested, especially to see some mother and child supplies and we had not imagined the same, in the selection of children to accumulate some experience, hoping to give some help to mothers, so began to do the industry.

Li Yang: I would add that the story here is actually quite interesting. We have been in Beijing for 98 years and have been working on Zhongguancun. Wang Yu pregnant to bear birth, it is the SARS period, I later talked with a lot of people, many businesses are in the aftermath of SARS found the opportunity for development. In fact, before the red Kid, I was already in the business. Have their own advertising company. After Sars, that is, 2003 August, Wang Yu to Shanghai to join a brand-name business, called the Beans Greenhouse. At that time in Huilongguan, elegant garden opened the first maternal and child supplies shop (beans greenhouse). Unexpectedly, she had to be in the shop on weekends. I went to see her and found the business really good. And then my advertising company also met the bottleneck, to include Epson, LG, Intel, such as large manufacturers to do services, feel the market has no room for growth. The office building of the advertising company is the Zijin building. At that time including the Network of Excellence also in the office. Because the service has been it vendors, so their own to the internet how many still know some, but to do what industry, supply chain, commodities are not very understand. Just the wife in this period to understand mother and child supplies, I feel the mother and child this business still has a lot of space, so I also participated in.

She was in August 2003 to do the beans greenhouse, red children is the 2004 Spring Festival was founded, we began to work together in the field of mother and child. As you can see, all the entrepreneurs in this field, from the good children, to the Lai family baby, to the music friends, basically are the husband and wife together to do, the basic is the wife to do first, and then the gentleman felt that there is room for development, together to do. We did the same, and then I stopped the business of my advertising company and set up a new company, which was red kids.

Baoshu has about: the characteristics of this industry, also happens to be I particularly want to ask a question, many people want to start a business, especially men may think more, but from the family point of view, generally will choose a person to start a business, the other person to choose a relatively stable job, so that there is a chance, relatively more insurance, Then this industry is the majority of couples to start a business, is everyone think that the mother and infant industry is really a very promising industry?

Wang Yu: On the whole, I personally feel that the industry is too trivial. We do other industries, such as you to do children's wear, we may be involved from 0-3 years old, and then 3-6 years old, items are not too much. But mother and child supplies really items too much, we are all mothers, we know, take a pacifier, on the small round hole, in the round hole, Big hole, cross hole ... There are too many single and too many categories. Originally the retail industry is very trivial, coupled with the characteristics of maternal and child products is more so. When we started to do small stores, the single product is not too much, to 1300~1400 more than one. Then we do red children, the first phase of the directory has more than 80 page numbers, more than 2000 single products, to the later development of the most, light mother and child supplies have nearly million single products. The chain is very, very long from the supply chain of the whole product. Because we are from the manufacturer, after the store, and finally sent to the user home, links are also many, so the workload is very large. I think this may be one of the reasons why the industry has to do business together.

Baoshu: Ask a relatively personal question that gives us the feeling that in our often working environment, couples come together to work with a lot of problems, and some companies even forbid couples to be together, maybe private things can affect the company, or work things can affect personal feelings, Do you think that the two people are doing business together to promote the feelings, or do you really have the impact?

Wang Yu: This problem has always been, throughout our entrepreneurial process, different periods have different arguments, but the overall general direction is OK, we later also chapters, said that all work should not bring to the home. From the moment from the door to stop talking about work, basically is this. Otherwise we had a quarrel at home.

Baoshu: What does Li Yang think, 24 hours a day, would be more beneficial to the exchange?

Li Yang: China's most successful enterprise Alibaba, like Ma Yun has been said entrepreneurship 18 Arhat, Ma Yun ranked first, the second is his wife. China's top companies like Chen Tianqiao Shanda Such enterprises are also family enterprises, and when, this phenomenon is very existence, just say in the process of doing to avoid the impact of private factors on the business, and the professionalization of Beijing more serious. So I think the relationship between the couple is very good for the early days of the enterprise. The husband and wife are together to start a business or very efficient, and in the mother and infant industry this phenomenon is more and more see, all the big businesses are married together. We are more complementary, Wang Yu management of all procurement, I am responsible for sales outside the procurement and so on.

Baoshu have about: I can understand that entrepreneurship is very difficult, a person to do will be more hard, two of people together to achieve the same goal, you could support each other, may go farther

Li Yang: In fact, the mother and child industry is a small profit margins industry of course, some businesses in the operation of some private brands, some of the high profits of things, now have such a market space, but in the first few years, I remember the first two years, 04--05 years, 365 days almost a day did not rest, the annual Eve are with the staff together, Because there is no way, I was most afraid of 51, 11 and Spring Festival, orders can not get up, the goods can not send out. You need to give your staff warmth and affection when there is no way to provide a higher treatment for everyone. This will require you to spend more time with yourself. All the festivals, I have been with everyone together, we have been in the past August 15 how to do? Because we have a large number of customer service, distribution, warehouse of grass-roots staff, no conditions for a person to send a box of mooncakes, can only buy some apples and mooncakes to eat together. Maybe one person can only be divided into half. But employees spend the holidays together and feel the warmth of the team. So put a lot of time and energy every day, very tired every day. So I say this industry is really very hard. Requires two people to work together and support.

Wang Yu: In fact, the industry's gross margin is very very low, although mothers think we buy things for children when they think things are very expensive, in fact, the overall industry of infant goods is relatively low gross margin.

Baoshu has about: I have a question to ask Wang Yu, but also the mother wants to ask. Is the mother of some of the feelings of entrepreneurship, because I am also a mother, I choose the baby tree is also entrepreneurial. I felt that I had chosen this industry for my children, but I found that I had spent less time with him after I chose the industry. I felt like I was great because I chose my career for my kids, and then this career was related to my kids, and then I did something very meaningful. But I spent a lot of time working overtime, and I had less time to spend with my son. I think my role as a mother is in conflict with my career. So how did you even now balance this conflict?

Wang Yu: Standing in today's perspective, I think it is still very unworthy of the child, it is true you say this way, your time is spent on the job, naturally with the child's time is less. But I didn't feel that there was really a feeling of pain and happiness, that you were using it all the time every day. The only thing I feel so relieved about all of this is that I spent all my time home with my kids. This is the only thing I feel a little masturbation about. So the child grew to today is 8 years old, and my feelings are very good and close, but also may be the reason for girls. I do not know which children are girls, I think compared with boys, boys may be because of the more coarse, or girls and mother more intimate, also let me full of gratified. But I think even at this stage is very busy, all the work is a time, the work is effective, the other time to make up for the lack of children is also a good way.

Baoshu: So you think you can talk to a startup mom like me, and you think you can advise moms to put their heart and soul into work, and then if they go home, spend more time with them?

Wang Yu: Yes, it is.

Li Yang: Because we have been living with my parents for 8 years, in fact, the red children can have today's development to thank my parents, so basically most of the children's things are my parents have been helping the food, this is also very important.

Live Tree Friends: I want to ask you how old are you when you started your business?

Wang Yu: If you start counting from a red child, it's from the age of 1.

Live Tree Friends: If there is another chance, do you think it is good to start a business from that stage or will it drag on for a few more years? Or how old is the best time for a woman to start a business?

Wang Yu: If I as a mother's point of view, I think or should wait for the child a little bit bigger, some things we feel today do not regret, but deep inside still think this time if can give the baby or should be the best.

Live tree friend: about how old is it? or is it best to give the baby the time of the 0-3?

Wang Yu: The specific time is not very good, each child is an individual difference. Some baby to Mother's attachment degree is stronger, this situation should accompany more; if the child is very independent, and then from the point of view of her mother is also want to go out to do something, then I think it is time to go out.

Baoshu has about: online there is a netizen said her baby nearly 8 months, want to buy him toys, market toys dazzling, do not know this stage should choose what kind of, can give some advice? Another netizen has a similar problem, his baby is 2 years old, ask what kind of goods for children? What are the taboos when choosing a product? Please give some advice as an expert.

Wang Yu: Toy This thing, some are completely according to the age division, such as Fisher Toys, this toy is from the baby a few months began to strictly divided, like these toys we can refer to.

Li Yang: The first time we did not work in this industry before the children are 1 years old, we do not know what to buy with so many things, I stress my point first. In order to solve the problems of many moms, as sellers, to really stand in the mother's perspective to screen and sell products. Red children do 07-08 years, we spent a lot of money to Wal-Mart Global former president invited over, let him comment on the Red Children's catalogue, he gave me an opinion, said you think you this catalog is for who to see? I did not hesitate to say that it is for consumers to see. He said you are wrong, you this is not for the consumer to see, you this is for the supplier to see, you see you put all brands together, such as PUI, NUK, you do not stand in the consumer's point of view to measure this matter. In fact, the red child to a certain extent, is facing a crossroads, is to do manufacturers sell hand, or the user's buying hands, this is a very core problem. is what the manufacturers sell, you just give him one, you can earn profits, but whether this thing is not suitable for users, users really like what this is hard to say.

I followed the advice of the old Wal-Mart, all of our products are classified according to the category, not according to the brand, the original is PUI, NUK, now put all the bottle brush together, put into a page. Then I had an amazing discovery, bottle brush Most of the time to sell to 18 brands, in fact, do not need so much, I later withdrew to 8, sales have not declined. Then I have a surprise example, is to put a P directory is divided into four, this one-fourth to who put the largest, to whom a red child recommended logo, that commodity can sell the best.

So just the user asked this question, everyone will encounter, everyone is the first time to be a mother, and these goods need to spend a lot of time to study. So at this time the sales channel is faced with a choice of questions, this book is to whom. If we position this book for the customer to see, then we must really stand in the mother's angle, the product according to the category and the stage divides. For example, divided into two different age groups, 1 years old, 1 to 3 years old. Then there may be a lot of reduced goods. In fact, red children because of Wal-Mart old man's advice, adjusted the issue angle, reduced 30% of the merchandise, but the overall effect has been improved. Then take the Netizen's question for example, for such customers, sellers can exclusively add a page, 8-10 months of children the most suitable toys, such as touch-type toys, listening toys, according to different prices and grades to do the recommendation. Really stand in the user's perspective to do things for our sales and users are a good help. This is also the red child in the later implementation of some methods and ideas.

Because I have no special contact with the merchandise, Wang Yu has been in the procurement line, but I have an advantage is that I have all the data, and this data from all over the country, the most accurate data, percent of the mother will choose this, percent of the mother will choose that, There are some word-of-mouth spreads through these choices which are best for us to sell, and I think these should be a form of presentation that should be used in future catalogs or other things that should be given to the user.

Wang Yu: For the user's question, I add, this is our 04 start of the catalog booklet, our first period is more than 80 page numbers, with the subsequent increase in product, and then there are more than 100 page numbers, so far, you can see more than 300 page numbers. This is also a problem that every mother is confused, in the face of a variety of goods, more and more goods how to choose, I have a proposal, is basically said, if it is a child, especially when the child's safety is the first, must choose the quality is very good; as the child grows older, In particular, such as toys, not the necessities of life, we can do some cost-effective choice.

Baoshu: We thank Wang Yu and Li Yang for our advice, mothers can look at the Red Children's catalogue, there are children with the age of the guide to choose Toys. There is also a user to ask the question of entrepreneurship, in the case of limited funds, do what industry better?

Li Yang: I have a judgment on business, because no matter what industry, there is a saying is called "three", that is, business start-up or not, there is a sort, the first order is that I must be hands-on, if it is a bit of money to find than people care, and then their own to collect money, this kind of business is almost impossible, So must be hands-on, the second call capital, because just start to do business immediately profitable business is relatively small, especially for consumers, this case cost is very important, in fact, the cost is to give you enough to pay tuition, until one day you understand how business should be done, you can make money, and the third is the ability, although you have strong skills, But do not go to hands-on, capital is insufficient, entrepreneurship or to be prudent.

I saw a friend two days ago, his company is for all e-commerce companies to provide free system architecture platform, he said this year, the use of his free website of the company closed down more than 70%, last year's figure is about 40%. In particular, we can now think of entrepreneurial methods, such as Taobao or other entrepreneurial platform on the internet, now the marketing cost of their own internet is getting higher, entrepreneurial chances are more difficult than the original. So I think the cost of the ability to sort all is very important, there should be a basic sort.

Baoshu: How do you allocate time for children, wives and jobs when you ask Mr. Li?

Li Yang: We used to work together, driving a car, we live and relatively far, in the car is basically about 50 minutes, commuting time to the work of basic chat. We will not talk about work before we get home, and the time to spend with our children is basically Saturday Sunday. Originally do red child time is busy, basic Saturday have to put in, can only take a day off.

Site Tree Friends: I have been full-time for more than 3 years, now the child to kindergarten, I would like to go back to the post, but I do not know what to do to their own positioning? You let me start from the grassroots I can't spell young, find a high level of work, people will feel me out of society for such a long time, So I want to ask myself what kind of position should I give myself?

Wang Yu: I have a common situation with you, before the birth of a child I have been working in the company, is not the beginning to think to do the mother and child this matter, in doing this thing I am also a small child, but also feel that should go out to find work. Have not you this advantage ah, can take the baby at home for such a long time, and then go out to find a job. Same as you do not know how to locate, underachievement, because the original industry is the IT industry, IT industry update faster, for a longer break time of the mother is not particularly suitable. Then choose exactly what to do when, is also a stage of hesitation, this case chose their own business.

Live Tree Friends: I now work in the IT industry, is also a 2-year-old mother, you have also done it line, the industry is very tired, but compared with their own business, which is more tired.

Wang Yu: The tired of working part-time, entrepreneurial and entrepreneurial tired, to my own experience today, mothers are not particularly suitable for entrepreneurship. Entrepreneurial fatigue is a kind of heart tired, all the things to do the hands-on, all the things to worry about, including all the time. When we go to work, even if we are busy, we have our own time, such as Saturday Sunday. But if you're starting a business, even if you're at home, your time is not yours, all your thoughts are on the job, you're working anytime, anywhere. That kind of tired, if the child is small, really not very suitable for women.

Live Tree Friends: Well, if so, do you think I might as well continue working in this IT company now? I am now basically 7 O ' 9 o'clock in the morning, more home at night, you are such a high-intensity mody?

Wang Yu: The strength of their own entrepreneurship is very large, it will never be easier than when you work.

Li Yang: For example, I saw an interview with Liu, remembering what Mr Liu feared most, and Liu said he was afraid of the phone ringing in the middle of the night. I am the most bitter in the red children of the two years is also the most afraid of the night the phone rang, a ring to know what is bad, and I was in charge of the 16 branches of the country, there are 3 business units. Everyone experiences this kind of thing when they are in business, especially when they are highly expansive.

The strength of the entrepreneurial work depends on the positioning of your own company, for example, I began to do advertising companies, we all know that the advertising company is relatively simple, the customer service is good, then I think if you do a business for the enterprise sales of the start-up company is not so tired to what extent, But if you want to be a user to do a business is more complicated. You may have to take more pressure and pay more hard, basically no Saturday Sunday.

Site Tree Friends: You have been in the mother and child industry, just mentioned that the profit is very thin, very hard, do you think there are currently in China, children's education, what kind of opportunities? or let you choose, what kind of industry to do?

Li Yang: Because the red child is a retail business, the retail industry profits are thin. All supermarkets have a thin profit, which is a common industry feature. We can only earn the money of the terminal retailer, the channel trader earns the money, the manufacturer earns the money. I think that all the things surrounding education are valuable, and I often cite one example, China has a lot of high-profile entrepreneurs, so far very high-profile, such as the new east of the very favorite of Mr Yu. In fact, looking at the new Oriental financial statements, the new Oriental profit margins are very high, he earned a lot of money. The new Oriental has trained more than 8 million students since its inception, and many of them are said to have gone abroad, which may all be China's elite. A lot of people in the new Oriental spent a lot of money, we all think that the new Oriental is to realize the dream of an important step, feel in the new Oriental spend the money value. We do retail are compared to the price, the core competitiveness is still deficient. So there is no doubt that the education around the children is always a chaoyang enterprise, there is still a chance, and mothers buy education may be more willing to spend money than to buy milk bottles to buy diapers. So this kind of industry in 10-20 years must still be Chaoyang enterprises, such as gold treasure, such as Abacus, such as mental arithmetic, English and so on all kinds of professional training, are valuable.

Baoshu: Red Children for two people, like the other child, you have a beautiful daughter, and the birth of red children and your children is actually about the same time, but also the two-strong. I would like to ask is that you choose to leave the red child This company, is a what kind of reason? What kind of mood would it be to look back now?

Li Yang: This is a question to understand, in fact, from the birth of red children to today, 5 years, we have always been the red children as their own children. I can tell you, Wang Yu is pregnant now, this is our second child, (moderator: Then we have to congratulate.) Of course, we are not violating national policy, because Wang Yu is a minority. (Applause, laugh.) )

When the first time in the Red Child, in MSN's signature, my name is king, she called the Iron Fan princess, red children is our one hand with big. We may feel more strongly about our children than our average parents, because our children affect our careers, let us enter a new field, and participate in the process of remaking this field. We know that the original Beijing's largest mother and child shop called "Seven Colors", can have a 200 square meters is very big, at that time no one too concerned about this area. With a more open, professional, focused mentality, in this field the first to get venture capital, and then the industry was hot, in fact, we are involved in the process of the drastic changes in the industry.

From the beginning of 2004 to October 2008 left the Red children, these years time red children turnover from the first year of 6 million, the second year of 40 million, the third year of 120 million, the fourth year of 400 million, five years of nearly 1 billion, the annual basic is 300% of the speed of growth, to the year we left, If you still have the impression, 2007 to 2008 Beijing full Street delivery, add up are not many red children. And at the end of 2008 years, our turnover and profit margins are now going to be listed on the Dangdang and Macaulay and Jingdong Mall, it is no exaggeration to say that the red children in China's e-commerce in the field of the chief is well-deserved, when we left, to the board of Directors handed a best answer. Now actually a lot of people e-commerce companies are doing that we have done a few years ago, for example, Jingdong and when the most is now in the Treasury, do expansion, in fact, red children basically completed in 2007 the national deployment of 15 cities, we have established the warehouse, set up their own logistics team. Take a few steps ahead of others. including their own brand products: Red children's toys, red children's clothing, red child feeding supplies, are the first to do.

We were the first in two areas of mother and child and E-commerce, but at the same time, in the three rounds of financing process, we as the largest shareholder also diluted their shares to Single-digit, which is the only way for all Chinese entrepreneurs to go. Including Ma Yun, now in hand also only Alibaba Single-digit shares. Looking back at the Red Child entrepreneurship process, we are still quite satisfied with their performance. And we still maintain a deep affection for the red child. Even if we were forced to leave, we never regretted that we had paid so much for the red child.

Baoshu have about: Wang Yu want to also come to talk about, because as a mother, she gave birth to the child, one day to feed his health grew up, and almost when he grew up in the time you left him, is how the mood.

Wang Yu: I have a blog on the baby tree, I think we can look at the blog is good, from my point of view may be a bit out of hand, may also shed tears, I blog on the record of the two of us when we left some feelings and mental process, comb more orderly.

Site Tree Friends: I would like to ask a child education problem, my child 03 years, he began to be particularly disobedient after 7 years of age, I do not know how to control him.

Wang Yu: From my personal experience, the child is bound to have such a performance at this age, this time need this appearance, each child can not cross this karez, this time let its natural good. I think children still want to spoil some, I remember to read a child early teach class book, said that children sometimes with parents desperately, parents may criticize children not self-reliance, in fact, this will be counterproductive results. When the child arrived at this age, he has such a demand, then we would like to spoil her a little bit better.

Live tree friend: Has the child Left your side?

Wang Yu: No, never. In fact, why I said that the child will change the mother a lot, before I gave birth to children, I do not like children, but Li Yang more like, our neighbor's children, he saw the hug, I was far away, around the feeling of walking.

On the contrary, after the pregnancy, I want to go back to life, after the birth of the child to the grandparents left, the results after the confinement, mentality has undergone a great change, has been their own in the band. Although we are busy at work, but no matter how hard the day, night time is for the children. I think the mother still can't leave the child too far, even if the old people help to bring, also must take in their side.

Site Tree Friends: If you must leave 1, 2 months, how to make up for it?

Wang Yu: Within 3 years of age must be around themselves, of course, short-term separation should be no problem.

Li Yang: The longest time for us to leave our children should be no more than 20 days. After leaving the red child we drove to Tibet, about October, including Wang Yu blog, we saw the sunset Namjagbarwa. It was the longest time left.

Baoshu has about: The internet has two similar problems, one is 73 floor users said: I have to go to work to let Grandma take the child, very not willing, how to overcome this heart.

The other is the 78 floor of the user said to ask Wang Yu teacher, on the issue of children's education, my method of the total conflict with the elderly, for example, I think the children cry adults will be comforted and appeased, so that children will have a sense of security, to create trust in people, and I think the children in the 2-year-old half of the kindergarten, in the kindergarten to learn to , but the old man always has a quarrel with me. Just now Wang Yu also mentioned that because of career problems, the elderly also help to bring their children, so how to balance the conflict with the concept of education for the elderly?

Wang Yu: Living with the parents, in the current society is particularly normal, unless ready to do full-time mother, otherwise it is inseparable from the elderly. I started from pregnancy, parents-in-law have been living with us, in fact, said that the relationship between the mother-in-law and daughter-in-law is not good, it is commonplace, then the most important condition to deal with is still in the husband. That's true. The role of the husband's lubricant in the family is absolutely indelible.

We look at the child's face more tolerant, after all, we are two generations, our ideas, education methods, there are great differences, if not the question of principle, to be more tolerant.

Baoshu: Li Yang also gave us a talk about how to balance the family relationship experience, we also have a user at the scene is also a father, can take lessons.

Li Yang: Let it be natural, my parents never red face, two people are not noisy, I love every day with the people together: their parents, children, wives, itself is a very happy thing, we get along, the atmosphere is very good, also noisy. I and Wang Yu is a city, the original or classmate, from the diet, life habits are very similar, so many things are good to deal with some.

This is not an experience, it may be more special.

Wang Yu: I have a point of view, for the sake of family stability, I suggest the best or wing, if must be a full-time wife, I propose to shorten the time as far as possible. You may not want to listen to me like this, but I've always been that way. Now the social development is very swift and violent, we in the home inevitably will not pay attention to own image, may casually wear a nightgown to stay at home, also will not like to work as energetic. For the husband, every day out of the time to see all the bright girls, a home to face is a yellow-faced woman, it is inevitable that there is a sense of imbalance. So I think the time for a full-time wife should be as short as possible.

At least you know what your husband thinks. What happens in the community, back home to have a common language, even in the home when the housewife can surf the internet, to understand some information, relatively good some, if a little bit more, maybe the husband home to say what, you simply can not keep up with his topic, will produce problems, So I think we should end the life of housewives as soon as possible.

Article Source: http://liyang-redbaby.blog.sohu.com/163185015.html