From 10 billion to 100 billion, Xu Yijong's entrepreneurial journey

August 2014, the beautiful said founder Xu Yijong, he tells of the transition occurred in November 2013 (see "Beautiful said Xu Yijong: a vertical electric quotient nirvana"). At that time, Taobao said to the beauty of such a shopping guide site to block a large network chain, resulting in a sharp decline in traffic flow, had to make rapid transformation of female fast fashion vertical electric business decision. Only six months after the last interview, the transformation and the traditional image of the electronic business is already in the past, and then look at the beautiful said, it is too out.
one morning in mid-March, Xu Yijong once again received an exclusive interview with the "Entrepreneurial State", introducing the layout of the beautiful saying that began in the second half of 2014. "I don't want to be beautiful said to be a traditional electric dealer website, rely on expanding traffic, increase UV to survive." Xu Yijong said, "No, we're going to do something subversive." "Beauty said that the total volume of goods sold in 2014 about 5.6 billion yuan, 2015 is expected to be 15 billion yuan, in the next three years, hope to reach 100 billion." Beauty says the core strategy for 2015 years is to lay out the size of this 100 billion yuan in the future.
Although often in the beauty of the fashion of the collection of women in the circle, in order to discover the combination of fashion and technology innovation, but Xu Yijong is still a slovenly technology male image, wearing a dark blue cotton suit, the neck hanging badge pink belt, often hearty laughter. His most recent book is Horowitz's "entrepreneurial difficulties", the book says, there are two kinds of CEOs in the world, one is adversity CEO, the other is the prosperity of the CEO. "I may have experienced a lot of adversity, is a adversity-type CEO, to keep shouting, pioneering." "
China's economic development in the past few years has two major trends, one is the rapid consumption upgrade, the user's ability to consume in the upgrade, but also in the search for more professional and personalized service." Another is that technology in the subversion of traditional industries, the Internet, mobile internet technology, the rapid evolution of the entire industry will reshape the pattern, from the mode of production to the profit model will change. The
Xu Yijong predicts that these two trends will continue for 10 years or more. Beautiful said it is to adapt to this trend, the next three years, from 15 billion to achieve 100 billion yuan turnover, or even larger scale.
Beauty says the 2015-year strategic core is an unprecedented embrace of all fashion enthusiasts, centered around fashion enthusiasts, and circled outside. "Last year we drew a circle to give these businesses more accurate traffic, from the end of last year to now the main push is to draw two more laps outside, a circle is to allow businesses to directly contact users, the other is to provide the business supply chain services." The

In addition to providing accurate flow, building circles, small fast production of supply chain services three dimensions to support the business, Beautiful said will also provide financial resources for businesses to help fashion enthusiasts solve the problem of capital turnover.
"As long as you are the ultimate enthusiasts, you have the professional degree of fashion, you have a very good fashion service, this is enough, the other can be given to the beautiful platform to do." "
According to Xu Yijong definition, beauty is a huge fashion discovery platform where users can find fashion, buy fashion, and this platform can also support all fashion enthusiasts, and ultimately, it will be a fashion ecosystem and a fashion industry chain.

Micro-circle makes Ma's eyes bright
the so-called fashion enthusiasts, are those who really love fashion and know the fashion of personal micro-shop or fashion business. With the continuous upgrading of consumption, users will increasingly favor the professional personalized business, businessmen should know fashion, such as selling clothes merchants, first of all, if they are fashionable. And those who will only be naked in the arm yell sell goods but the fashion is ignorant of the uncle, will be the future of the business world eliminated.
But in the explosion of the rampant Taobao, the real love of fashion businesses are often submerged, businesses and the needs of users difficult to find each other. Beauty is to put this kind of fashion enthusiasts to their own platform, while attracting those who are highly sensitive to fashion young girls, so that businesses and users accurate labeling, to provide more accurate flow of business. Xu Yijong said that the ROI of beauty is about 1:15, and Taobao is only 1:3 or 1:4.
In addition to more accurate traffic to the merchant, Beauty said there is an original function: micro-circle. A period of time before the horse to beautiful said visit, Xu Yijong to show him the function of the micro-ring, MA before a bright, think is a very social shopping innovation.
The current Electronic business platform, are businesses on the platform to open a shop, in the explosion under the raging very hard to pull the flow, but the business is difficult to retain their fans users. And in Beauty said, businesses in addition to open shop can also build a group (micro-circle), the owner is also a group of owners, groups are users, which is tantamount to a group of people have a common interest to pull into a circle. Users can seamlessly jump between the group and the shop, in the group interactive Exchange, browsing in the shop, the order.
Beautiful said on the platform there is a pair of sisters open jewelry store, opened soon accumulated five thousand or six thousand fans. Group owners to share with users what is good jewelry, how to identify the real pearls, a star wearing that one jewelry why particularly good-looking ... Users in the group every day to learn, discuss, think the business is very friendly, both sides trading up also very happy very comfortable.
This population or circle is actually a very simple and lightweight CRM system for businesses. Businesses can directly and effectively interact with the user, hear the user's voice, get user feedback. The user said this dress green is more good-looking, that jewelry can change a little, the merchant can decide according to the user's opinion the category and frequency of the cargo. On the other hand, users find a lot of like-minded companions in the group, and are no longer so worried about being cheated, because the business credit will be endorsed by other users.
"Group for the shop, shop for the group, the group is a crowded shop." Xu Yijong said that the micro-circle can enable businesses in addition to access to accurate traffic, but also to obtain a very loyal fan users, improve the retention rate of fans and purchase conversion rate. For users, can improve security, there are more fashion found taste, but also more fun. &NBSP
The birth of the micro-circle is not so windy. In Xu Yijong's view, the mobile phone has two of the most cattle user behavior, aOne is the form of a group and the other is taking pictures. "Why 2014 years of World Cup betting is the most ferocious in history, because 2014 years have a micro-letter group, you can pull groups at any time, people on the phone to become more social." "The other is to take pictures, the mobile phone is the eyes of people all over the world, billions of mobile phones around the world are billions of eyes, can be seen everywhere."
But the phone Taobao store unexpectedly with these two acts have no relationship, Xu Yijong intuition is that the mobile phone Taobao shop is a PC era of products, and beauty said to fashion enthusiasts with technology to create a better shape. The
Micro-circle is beautiful said inside each day constantly quarrel with each other PK results. 2014 years double 11 that day, beautiful said team fight 28 hours, great success, sales far exceed target. The sales department on the 11 floor began to boil, with people running naked and champagne celebrating. The 9 floor office is another scene, Xu Yijong and several colleagues in the struggle to figure out the shape of the circle, each other to shoot bricks, from four o'clock in the afternoon to 11:30 P.M., "Pat shed tears." Then they went to the 11 floor to celebrate with everyone.
unexpectedly, the next morning, the few people to exchange, and suddenly found that the creative circle form has come out, a few minutes after the idea of product shape.
Xu Yijong said that the next version of Beauty, the circle of camera function will become very cool and powerful, so that users can be a better share of their discoveries.

This spring festival, beautiful said to receive the letter wallet entrance. Tencent is the beauty of the largest investors, the total investment of nearly 100 million U.S. dollars. "Micro-mail brings in the flow of peak when the day is more than 2 million." "Xu Yijong intends to further upgrade the portal," we hope to further explore the social shopping at the entrance of the micro-trust wallet, and may also ask the micro-letter to open up some APIs to work with the micro-letters in this cutting-edge exploration. "This may mean that in the near future, micro-letters will be born with new forms of micro-stores," said Ma Teng's visit to the beautiful.
make beautiful with flexible supply chain
Beauty says the third latitude of the new fashion ecosystem is beautiful manufacturing, that is, flexible supply chain services. Most of the fashion enthusiasts are small and medium-sized businesses, micro-business, or even a brand designer, in the production chain, they are very weak, have to face the supply chain of trouble.
Apparel Industry production specialization is very high, such as the production of sweaters is a factory, the production of chiffon is another factory, the production of trousers is a factory. A fashion enthusiast often needs to negotiate with different factories, which is time-consuming and laborious. The clothing industry also has to face a lingering nightmare, that is, inventory risk. Every business wants to be able to produce small orders, followed by small orders, but small orders in the factory before the bargaining power. When the merchant does not have the supply chain ability, the delivery time will become very long, or the quality of goods will not be controlled.
China is the world's clothing factory, from cotton planting, spinning and weaving to printing and dyeing, and then to the clothing version, processing, all links are very complete. But the odd thing is that, on the one hand, businesses do not have the support of supply chain services, on the other hand, these supply chain factories generally lack of orders.
Xu Yijong from last July determined to build a supply chain service platform, led by the platform to lead the integration of the factory to provide supply chain services to businesses. On the platform, the order volume of 20 clothes can be produced, follow-up can be quickly followed up, and for businesses to control the production price and product quality.
In addition to take orders from businesses, beautiful manufacturing can also allow users to reverse customization, this is the consumer-driven C2B mode. Any sister can in beautiful said upload pictures, set praise, set praise to a certain number, beautiful said can arrange production.
Xu Yijong introduced, not long ago, there is a clothing, through the user set Zane two days of pre-sale, beautiful said with large data to do a user model of the calculation, the result is that this garment can eventually sell to 550 pieces. After a lot of days, and finally actually sell 600 pieces. Xu Yijong says the thing about cattle is that there is little inventory.
Beautiful manufacturing can help businesses solve inventory problems, rapid production problems and quality stability issues, and the price is reasonable. "We can use this supply chain to support all fashion-loving businesses, micro-dealers and designers." "
to achieve a flexible supply chain of small fast production, there are several links to get through. The first is to be able to pool users, letHouseholds point praise, encourage users to participate more, through this link to discover user preferences. The second is to use large data to make accurate sales forecasts, Xu Yijong said, the traditional prediction method deviation is 50%, beauty said the forecast deviation of about 10%. The third link is the rapid response of supply chain services, which requires the use of computer systems to integrate all aspects of the plant's production process, thereby improving efficiency.
If there is no previous user participation, there is no large data forecasts, the small production behind the relatively difficult, unpredictable, orders are not allowed, the factory is not willing to play with you. "We have strong capabilities in these three links," Xu Yijong said.
At present, beautiful said beautiful manufacturing flexible supply chain, garment processing production is outsourced to the cooperative factory, important play version, design, quality control links are in the hands of beauty. There are now about dozens of dozen division, the cooperation of the factory has more than 100. "If your order can account for more than 1/3 of the factory capacity, you will have a strong control over the plant." "Xu Yijong hopes that 25% of the 15 billion RMB turnover this year will be produced by beautiful manufacturing supply chain services."
He expects more than that. He also plans to bring designers and stylists at one end of the supply chain, as well as users with common needs, to a micro-circle, where everyone is talking in circles about how to do a good job and the scene will be very high.
Xu Yijong very much like to study fast fashion brand Zrar, often use Zara to do analogy. At Zara's Spanish headquarters, the entire city is a small and medium-sized enterprise that is zrar for garment production and processing, and Zrar is building the infrastructure to allow the city's satellite factories to make their own rapid production. The
Xu Yijong also this kind of imagination beauty says beautiful future. "For example, we are in Guangzhou with the government to apply for a land, all the supporting infrastructure to build up, let the factory settled, the area into a clothing base, to stimulate the industrial upgrading." "And the line on one end, beautiful said can be aggregated national large and small fashion interested individuals, micro-merchants, businesses, with beautiful manufacturing to help them carry out production." "At that time, beautiful said is an Internet open brand Zara." "
The outlook is very good, but it is difficult to pry the whole industry chain. Flexible supply chain production is not a very new method, Ali talked for many years, and finally did not invest much money to do, the industry's many peers, indeed actually also studied, but did not dare to do.
Xu Yijong The feeling of being very excited about the problem. As the book of "Entrepreneurship is difficult", the CEO of adversity is usually very vicious, willing to invest and pursue the ultimate. "I'm a less-than-good boss." Xu Yijong said, only everyone has the spirit of perseverance, to achieve the ultimate state, in order to impact the ultimate product.

"Micro-circle" This product, the need for a strong creativity to create a new shape, "Our team really PK a night, colleagues the next day do not want to talk to me," Xu Yijong, said with a laugh. And beautiful manufacturing is to integrate a large number of garment factories, not only need to use technology to straighten out the process, but also to undertake the traditional plant re-education task.
The current situation of China's apparel industry, not only small and medium-sized processing plants, large-scale apparel enterprises are also very backward technology, a large number of factories are still using Excel forms, such as 20 years ago, the Microsoft era of information products.
Beauty said there are two of its own "version room", such as an Internet technology penetration higher small factory, Xu Yijong The two version of the room as a sample in the test, polished to the ideal state, the form to other factories output. Use technology to promote the combination of traditional factories and the Internet, while providing them with stable orders to keep them profitable.
Xu Yijong said that if we can do this part, we can provide users and businesses with unprecedented value. Now every business is exhausted by inventory, submerged in a large pile of money, break this situation is so porpoises line, otherwise China can never produce great fashion enterprises.
Higo Let girlfriends all over the world
Beauty says the main app is a fast fashion fad for relatively young girls. But when users reach the age of thirty or forty, she has a relatively good economy and is particularly interested in branded goods around the world. At the end of last year beautiful said also layout a global Sea Amoy product line, hope that the global boudoir link together, we find fashion.
Xu Yijong to the "entrepreneurial State" reporter, Higo in the global cities under the special love of fashion, know fashion professional buying sister, these girls are micro-quotient, help users find and buy Paris, New York, Tokyo and many other places good things. Further, they can even provide the user with the service, where the user can take a stroll. "Your girlfriends are all over the world, that's the feeling." "If Aribnb is a discovery platform for global travel enthusiasts, then Higo is the discovery platform for global fashion enthusiasts," he said. The goal of the
Higo is to recruit tens of thousands of micro-dealers this summer. In the global recruitment process, one of the things that makes Xu Yijong feel very pleasantly surprised: some of the recruited owners are some of the early users of the beautiful five years ago. Five years ago, when Beauty said it was two or three months old, Xu Yijong was particularly impressed by several early users, there is a call "rabbit", at that time or design college students, in the beautiful said to do a lot of magazines to share, is a super user, then she went to the United States to study, stay there, and now back to beautiful said to do Higo fashion buy hands.
Xu Yijong said, this is a surprise, from the beginning of beauty is to achieve the pursuit of ordinary girls to the dream of beauty to provide the fashion entrance, and these growth after the user has become the beauty of many fashion enthusiasts in the guide, beautiful said and the user, are inAlways adhere to their own fashion enthusiasts road.
and other sea Amoy platform compared, Higo more like Consumer-to-consumer, the world has a fashion professional background of personal buying arm, as a substitute for buying hands. Xu Yijong that this matter is very scalable. "I can easily seize all parts of the world. "For example, a Japanese town produces particularly beautiful ski suits, the price is only half of the domestic, where a handsome man or sister can do the purchase of this matter." The
Higo also has great innovation in product form, and every generation has a circle of buying hands. At the same time will audit the buyer's passport, on the app to judge the location of the buyer, these will make the fake risk greatly reduced, to avoid the buyer said body in Paris, in fact, a county in Shandong province.
The General Sea Amoy mode is the Business-to-consumer, the problem with this model is that the purchase of something is not necessarily colorful and interactive interesting. Higo's model is that the world's fashion enthusiasts gather together, generate a lot of information, users can have a richer experience, but also more to meet the generation, 00 more personalized and smaller needs, in turn, the user's new requirements will inspire and guide the purchase of new goods and new discoveries.
Beautiful said strategy, the past five years has been a fashion discovery, to dig those who really love fashion, know fashion business, the future is this strategy, embracing fashion enthusiasts, to do everything possible to make technology and fashion combined to liberate people's creativity.

Beautiful said now the strategy is to invest, first water fish, let the platform on each terminal, the platform to get through the various links. "Income is not a problem to be considered. This year's plunge into the investment will be 1.2 billion yuan, first value to users and businesses "
" if you can put this year around the fashion enthusiasts of several laps, including the expansion of the global fashion found that part of this, should be able to see 100 billion RMB turnover. "Xu Yijong said.