From novelty digital and sports outdoor category

in the field of electric business, the vertical electric quotient

Several major integrated electronic business sites occupy China's electricity market for many years, experienced a spell category, price, plastic brand, and many other stages of competition, now early into a Red Sea, entrepreneurial team also have no space. As a result, the vertical electrical business as a branch of the field of electricity gradually clear and bright, they hope to focus on a certain category of goods and in the market segments to fight for Zuba opportunities, such as the United States excellent products, where customers, only products, jiuxian nets. In this, the original has always been relatively small creative goods and independent designer works have gradually been concerned about the creative goods and electricity manufacturers gradually have some climate.

Fab successfully transformed itself into a flash-purchase platform for creative commodities in June 2011, and then quickly showed sufficient brightness in user volume, sales and capital markets. Domestic has also had a lot of Fab apprentice, such as Warm Island, wild sugar, the United States odd nets, build bar and on the line just a week of wonderful sinks. These products are from different angles into the creative products of this relatively small electrical goods class. This one, the wonderful sinks and more special, because it is a pure mobile end of the creative goods electrical business.

Yes, fab in foreign countries are very hot, in order to do creative production and sales quirky is also very hot, so now how many people pay attention to creative products, advocating designer orphan products, the market of creative goods in the end how big? Before I talked to Liu Qiaqiang, I first talked about these topics with the CEO of the wonderful meeting.

On the one hand, the "just need dividend" era is not over. In the 2013 total retail sales of consumer goods, net purchase accounted for only about 8% of the share. Looking across the country, especially in small and medium-sized cities and rural markets, integrated electronic business site still need to exert their power to continue their popular road.

On the other hand, in the one or two-line city, the general consumer goods market has become saturated and weak growth. After satisfying the daily consumption demand, the young group in the one or two-line city has already displayed the obvious personalized consumption proposition. Their novelty and change, no longer a single fancy commodity brand, price, and the same fancy commodity design sense, information bearing and cultural value. In certain categories, such as fashion trends, geek electronics, creative and design products, light luxury brands, Chinese consumers and western developed countries, young consumers are very close.

Therefore, this "two yuan" trend in the next five years will be very obvious: the cat, Beijing East has begun to "brush the wall" in the vast number of rural markets, while in large cities there will be a group to cater to personalized consumer groups of vertical electricity, including creative goods dealers. Looking back, the domestic creative goods manufacturers are mostly in the 2009 years or so, and most do is the PC side of the electricity business site. Since 2013, there have been rapid signs of growth in the creative goods market, which has grown by more than 100% per cent.

It is in this environment, Liu Qiaqiang with his many partners from the comfortable foreign companies resign, do "Miao Hui." Compared with the existing creative electrical products, Miao Hui did some differentiation, mainly embodied in the product shape and selection ideas.

First of all, the idea of selection. Miao Hui from the novelty of the digital and sports two major categories, and Warm Island, wild sugar and other creative goods manufacturers are not the same. The latter two mainly focus on clothing, jewelry, home and so on, the category is mostly for female users. And the two big categories of Miao Hui are obviously more inclined to male users. Liu Qiaqiang said that the education and training of the female market has been done well under the efforts of other creative goods dealers, and women have been the mainstream consumer group of creative goods dealers. So Miao want to first catch a part of the male users, open a new market, and then slowly replenish the category, such as life improvement, miao female worship, etc., take up the female user market. At present, about 60% of the users of Miao Hui are male.

How to choose a product? At present, the four categories on the Miao Hui are 4 buying hands to find the right goods. Buying hands is a special role on the platform of Creative goods, and it is a very important part of the whole supply chain. They usually need to have a unique taste and vision, superb negotiation skills and strong executive power. The role of the buyer is divided into several levels: the first layer, the discovery of interesting creative goods at home and abroad and the corresponding suppliers; the second tier, they will also provide advice to suppliers to help suppliers to produce the current market more popular goods; third, to help suppliers to complete a number of ancillary work related to production, such as helping them on the Kickstarter.

Miao Hui has a set of "buy hand selection mechanism". After buying a preliminary selection, they hold a weekly selection meeting, including the main buyer, the CEO himself and the relevant professionals inside and outside the company, who need to rate each candidate according to a set of indicator systems, and then decide on the weekly selection. At present, due to the on-line only a week or so, Miao Hui to a daily new product speed in the update. Liu Qiaqiang said that later will speed up the frequency of product updates, about 4 or 5 a day.

Look at the product design. Personalized consumer groups in addition to focus on the creative nature of goods, fashion, fun, they are carrying the quality of the sales platform for these products also have requirements, including the site's design, atmosphere, style, professionalism and so on. Therefore, ui/ue in the product of the design of a little thought. From my personal experience, design, interactivity and fluency are really good. In addition, Miao Hui is a pure mobile end of the electric business platform, while most other creative goods manufacturers are based on the PC-side site. The mobile electric chamber is faced with some problems:

Small screen, the means and effects of product display are limited

Slow wireless network speed, a large number of picture loading caused the experience is not smooth

The PC's display Web page adapts to the mobile end.

All these problems are wonderful sinks in the product design to focus on the solution. Liu Qiaqiang, who has served in the software for many years before making the coup, provides IT solutions for European electricity dealers. Therefore, he has a certain accumulation in product development and technology research and development.

In the commodity display, Miao Hui adopted a "layered" approach. On the one hand, the user's browsing habits at the mobile end tend to focus more on the picture than on the text; Therefore, Miao Hui used the concept of "commodity simplicity", that is, users click on a product in the list of items, will first enter a "Simple Love page." The page gives a refined product display map and a thirty or forty-word description of the product as far as possible to convey the complete information of the product. If the user is interested, click on the picture, will enter more than one picture of the "Details page." As far as I'm concerned, it's not the best way to use this idea, and the phone Taobao can provide a similar experience. In this respect, Liu Qiaqiang told me, although the idea is similar, but Taobao in the picture and content of the page is not a professional editor, and in the Jane Love page, it actually has been loaded with a lot of details of the picture, still occupy the flow.

In the image processing, the coup is optimized by its own set of image compression algorithms. As I said, opening a picture on the mobile side is a less fluid experience, and it's not a good way to control traffic. As a result, the pictures on the Miao Hui use an optimized transmission mode, that is, all pictures from the server to the mobile phone transmission, not using the usual JPG, PNG and other formats, but the picture into the WEBP format, so you can ensure that the image quality unchanged at the same time compress about 60% of the size, The phone can be decoded into JPG or PNG format instantly after receiving the picture. In other words, a 100KB size of the original image, can be reduced to 40KB below the lossless transfer of mobile phone end. Also, the magic sinks limit the number of pictures of the product details. A detailed picture of a single item, usually in 5-10 sheets.

From the model point of view, Miao Hui similar to Jingdong, more emphasis on standardization. At present, all of the goods are on their own buyers from the supplier to buy, the future will also direct access to suppliers, let them on the platform to open shop, but the number will be controlled. It is not working directly with independent designers, mainly because some independent designers are less likely to be commercialized or even erratic, so they have little control over the supply capacity of these designers. In order to ensure the relative standardization of services, Miao Hui in Chengdu from the building of warehouses, unified packaging, but logistics is still relying on third-party logistics companies. In the future, Miao Hui will also learn from other creative commodities, do flash shopping.

Personally, the exclusion of independent designers from the partner will still be on the wonderful goods on the personalized and diversity of a certain impact. Especially for women's clothing, jewelry and other categories (if the Miao Hui future will be on these categories), is very dependent on the designer's taste. The designer orphan product itself is the selling point, the mass production will often obliterate its value. And, for some people with personalized consumer needs, they not only care about the design of goods, but also like to focus on the people behind the goods and stories, which are more personalized experience. Standardization and personalized coordination is what I am looking forward to.