Huan Purchase network Lin Lechang: "Downgrade theory" of mobile electricity quotient

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The founder of the Tesco Network believes that mobile phones are the most important medium for low-end users to surf the internet, and that their shopping needs are rigid.

Two years ago, Lin Lechang resigned from the 3G portal, with 200,000 yuan in Guangzhou set up a narrow and crowded residential buildings Huan Li-day Information Technology Co., Ltd., the operation of the network-an independent mobile business website. October 2012, in the field of vision, looking at the Pearl River World Trade Center Office, this family of Chaoshan businessman, said, Huan Shopping Network has been among the same type of mobile power quotient of the top three, this year's target turnover of 100 million.

The biggest difference with the mobile version of the traditional electric dealer is that his users are more "mobile", mainly targeting workers, students and other people, while the former more than the PC-side white-collar users to the mobile end. Lin Lechang, who used to "blend" in the wireless circle for 7 years, believes that mobile phones are the most important medium for these low-end users to reach the web, and that their needs are rigid.

It's a market where traditional big electric-business platforms seem dismissive, but it's a haven for mobile internet practitioners to start a business. Before Huan buys the net, has the wireless background Zhang and Zhang Yu already in Beijing, Guangzhou has created the sale treasure and the love buys the net respectively. As a successor, Lin Lechang tried to make a difference.

Entrepreneurial early days, good at Mobile internet marketing Lin Lechang choose to bypass the "burning Money" marketing, and directly with the solution of mobile phone solutions, will be shopping mall application built-in mobile phone. He was lucky to bet on the treasure. As the thousand-yuan smartphone market was completely detonated in 2012, the transaction volume of Tesco's net rose sharply, with its turnover doubling on the basis of last year's trading volume at the end of the three quarter of this year. According to Lin Lechang Introduction, at present, through the mobile phone built-in client imports of traffic accounted for its total flow of more than 60%.

In the face of the domestic electric business industry is in full swing price war, Lin Lechang that the independent mobile operators are far from reaching this stage, but also to avoid such a trend appears. One of the paths he chooses is to build a "light" electric business platform.

Traffic entry

Recently, Lin Lechang is busy with two well-known domestic mobile phone brands to negotiate, he intends to buy Tesco mall app and September just launched the lottery clients into the two products.

Because for the Huan buys the net, to a certain extent is the handset manufacturer to achieve its nearly billion turnover. "So far, the turnover of 80 million, one-fold growth over the year, has benefited from a huge increase in shipments from cooperative handset makers." Lin Lechang told global entrepreneur.

This is a unique model of the network is different from the peer-focused advertising flow, but also has 7 years of experience in mobile internet Lin Lechang business logic. 2003, the computer network professional graduated Lin Lechang into the largest portal in South China 21CN, from the intern gradually grew into a mobile Internet Product manager, for the future business lay a product technology base. 2005 joined the 3G portal, it has accumulated a lot of marketing experience and network resources.

"How to grasp the needs of mobile internet users and the development of related products, we are most familiar with." Lin Lechang told The Economist. His experience came into being when he bought online lines in 2010. In the 3G portal, one of his main tasks was to develop mobile value-added services, such as games, and then access traffic through mobile phone placement. He transplanted the model directly to the Huan Shopping Network, users buy mobile phones, just activate can be logged in.

The first year of the company, Lin Lechang The most important job is to shop channels. Using the resources that have been accumulated, and quickly with the domestic dozens of mobile phone brands to obtain cooperation, especially at the beginning of this year with Gionee cooperation, the performance soared. Lin Lechang tells a little episode, in 2008, one of his partners has been "lurking" to the Shanghai technology company Zhangjiang Park, the main job is to develop MTK system (then the main system of mobile phones) engineers "hang", until 2010 the company was established before "return." After that, the cooperation with handset manufacturers has successfully crossed the technical barrier.

When the built-in main, download a supplement to the flow of the distribution model, in the face of the popularity of the smartphone market, Huan Purchase network has become one of the largest beneficiaries. Not only is the volume of transactions greatly increased, the openness of the Android system has also greatly reduced its cost of placement, no longer need to send "undercover". Up to now, Huan shopping mall app pre-installed nearly 4 million, import flow accounted for the total flow of 60%.

As with traditional electric dealers, the distribution of the flow of independent mobile operators is very important. According to Lin Lechang introduction, Huan Shopping Network is currently built on the built-in app, in addition to WAP pages, including navigation and advertising also accounted for a certain proportion. At the same time, it has been trying to introduce traffic through social tools, such as mobile QQ space, micro-mail and Weibo. But Lin Lechang said the microblogging channel did not succeed because the user did not match. ”

Hanging Wire Users

What is the user group? Obviously, not white-collar.

"Our users are purely mobile end users, such as migrant workers and students, they are mobile phones, unlike white-collar workers have so much contact with the network media, mobile phone is its first Internet tool." Therefore, compared with the traditional electricity quotient, the biggest difference is that the user group is different, we are more focused on low-end users. Lin Lechang told global entrepreneur.

Such judgments also stem from Lin Lechang's work experience. He said that at present, the users of the Huan-buy network almost coincide with the 3G portal network. "We are very familiar with the needs of this group and the habit of surfing the internet. ”

Migrant workers, students, it goes without saying, means low income. But Lin Lechang provides a set of data, but there is an interesting phenomenon: Last year Huan bought a net customer price of 400 yuan, this year, the increase in sales to more than 380 yuan, but still far higher than the 200 yuan Taobao customer unit price.

In this respect, Lin Lechang for example, a factory single men pay 3000 yuan per month to 4000 yuan, spend 1000 to buy a digital product very normal, this is just needed. Because, for the general migrant workers, the lack of recreational facilities around the factory, and the cost of factory entertainment is too high, so the demand for online shopping is very strong. "Do 3G portal, already understand this phenomenon of hanging silk." Lin Lechang smiled.

September, "11" holiday before the traditional peak season, Huan Shopping Network one months PV reached 100 million, the turnover of tens of millions. One of the biggest sales is the tablet, "we don't sell ipads." "Huan Shopping Network is currently the main products for low-end mobile phones, digital products and small appliances and so on."

Domestic mobile phone terminals, low-end users, cheap goods constitute a network such as Huan buy the independent mobile business ecological circle. At present, the total market size of more than 10 such electric dealers in China is still only 2 billion yuan, and the investment in the electric business also entered the "Winter", but after the sale and purchase of Sequoia, Tencent Investment, love to buy a network of IDG injection, Huan buy net also got the first period of 20 million yuan investment. Lin Lechang said that, despite the increasingly picky investors, but still optimistic about the development of independent mobile power business space. In Lin Lechang's plan, the next round of financing negotiations has started. But he repeatedly stressed to reporters that will not be in warehousing and logistics to burn money to do heavy electrical business. "That's not what we're good at, our goal is to build a platform for light electricity." ”

This year, Lin Lechang also won with the special step, 361 degrees, Anta, Li Ning and other well-known sports shoes cooperation, but also marked the beginning of Huan Shopping Network gradually from the channel to become platform operators. But it is not to take Taobao open shop mode, and the choice of open interface, one is the store upload pictures and other merchandise information to Huan buy a network platform, another interface is Huan Shopping Network will be sent to the merchant order. This minimizes management and operating costs and travels light.

In the noisy electric business industry, Lin Lechang's Huan Shopping network seems to appear not so radical, he has a typical chaoshan people's pragmatic. Colleagues have urged that sales will increase if we are more aggressive. Lin Lechang Just faint a sentence, "not urgent, slowly." The