I threw the question to the Liang.

"Yoho! What is it? "I threw the question to the Liang opposite.

Before visiting the founder, who has been rejecting media photos, I was pondering yoho! Unique value chain extension path-first do the current magazine, then do the internet community, and then into the field of electrical business, but its final form is certainly not "media + electricity Quotient" So simple, what will it be?

Liang replied: "It is a trend of communication and the trend of retail platform." ”

The term "platform" is not just a matter of speaking, yoho! Is brewing a new metamorphosis, once successful, it will be able to tell a big story about the current business. In the past three years, its electric business website yoho! The goods maintain the annual 250~400% revenue growth rate, and has been profitable, this year's estimated revenue of 500 million yuan.

The capital side has already stared at the tide company, recently yoho! 's valuation has risen 2.5 times-fold.

One of my electric-business friends evaluates yoho!. Have goods: whether it is the scarcity of goods and the price is not comparable, or become the brand of the talent incubator aggregation platform, yoho! Are the best, no other home.

Why is it yoho!?

At the end of 2008, Liang decided to enter the field of electrical business, which makes some investors feel surprised and do not understand, in their view, a group of media transformation to do electricity business is not very reliable, should let have Internet experience, understand the operator of the electricity business to do. In the end, Liang was made.

1, Flow canon: so that users want to buy things to find us, rather than spread ads to find them.

In an age of flow and thirst, yoho! The goods are also considered moist, it's from the source of the user accounted for more than 50% of the visit, the basic is the old users, or by yoho! Media products. Meanwhile, yoho! Some goods also do some market launch, mainly search optimization, CPS and Advertising Alliance, cost control within 10%, but the ROI can reach 1:8.

"Don't find where the biggest traffic is, but think about where it's going to appear." Liang said that he always insisted on a point, so that users who want to buy the most trendy products can actively find, rather than advertising to find them.

You'll find that in yoho! Construction of the five-in-one model (that is, the current magazine, Internet community, APP, Electric business official website yoho! With the goods and the current activities yo ' HOOD, almost all of the young people get the value of information and products of the position, which can be low-cost access to traffic. For example, at the end of July this year yoho! Once a large offline event was held in Shanghai, with 20,000 people involved, and nearly 70% were registered on the spot yoho! An account with a stock.

The interesting thing is that the media and the electrical quotient of the hybrid gene make many times when the user clicks on the yoho! When you put ads, you will inadvertently blur the boundaries between the two. In the words of Liang, they yoho! The perception of media brands exceeds the focus on advertising.

Liang thinks it could be a bit more tidal, like he's considering adding some video programs, teach the user how to match; next year, with the bank to issue some "tide" credit cards, so that users can enjoy the purchase of tidal goods in instalments of interest-free payment; he is still talking with the micro-letter, hoping to use a more tidal way to do micro-trust members.

2, the scarcity of goods and the price is not comparable, from the purchase and buy hands with the matching and collaboration mechanism.

At present, Yoho! has more than 300 brands on the goods, nearly 90% of the products are exclusive, thus building the scarcity of goods and the price of competition barriers.

This will be the envy of many vertical electric operators, and the outside world can see the secret is, yoho! Have the goods with a lot of fashion brand or star joint issue exclusive line products, or to obtain international big-name exclusive authorization, and even with the original designer for exclusive cooperation.

However, yoho! The more core competitiveness may lie in relying on its own media to add electricity to the mix of genes, build the procurement and purchase of the Gold team and collaboration mechanism, and the operation of the goods into the media content dissemination.

Take the procurement as an example, to buy tidal products, especially international brands, yoho! must participate in the brand order, 3-6 months ahead of schedule, which requires a team of cooperation Division of labor. Among them, the procurement personnel need according to the experience and the historical data, determines each brand approximate purchase budget, but by the tidal person, the editor composition buys the hand team is responsible for the annotation, will all models according to detonate the tidal current, the best-selling, general, the shallow and so on grading mark out. The results of the annotations are delivered to the purchasing hand to determine the final purchase amount for each of the models.

Liang is not satisfied with this. Before October of this year, yoho! The structure of the Department of Business, the media to do the media, electrical dealers to do, the organization's internal collaboration is not flexible. Now, he has broken the company into a big department, bringing together the departments of retailing, content dissemination and marketing channels.

The resulting change is that, now the electrical Business Department procurement back goods, the Tide person editor will participate in, comb out which represents the current trend, and into the daily media content of the dissemination.

3, mobile Internet layout cheesecake Pain point, O2O heavy in the "stroll" atmosphere of the user contact.

As early as 2 years ago, Liang was brewing the layout of mobile Internet, its yoho! The app's downloads are far ahead of Apple's App Store and yoho! Orders for the app now account for 20% of total sales.

Liang said that in 2014 he wanted to put the importance of the mobile Internet first, and the current biggest pain point is how to allow users at the time of fragmentation, but also can often use yoho! Mobile products.

"The tide is not the same as eating, not leaving the tide, the days will not go on, yoho! Mobile products must make the trend interesting. "Liang said, is trying to move the end of the special sale, flash purchase and so on, so that users from time to time to take a mobile phone to see, so as to enhance the active degree.

A more desirable experiment is yoho! Will enter the line and try to O2O the pan retail channel.

I remind that some Amoy brands have had a lesson here, after all, online and offline retail play there are some barriers. Liang smiled and said, the most afraid of is that there is a gap, "we are not to sell products and cut off the shop, but because the user has the demand, the domestic shoppingmall are too similar, the tide goods too little."

Yoho! Will be in Nanjing to open the first experience shop, Liang for the function of the store has a clear understanding: 60% of the energy for contact with consumers, to create a trend of cultural space and stroll atmosphere, as long as the user contact, like, the remaining 40% of the sales will come naturally.

According to this idea, yoho! The offline experience shop will be based on the embodiment of a style of "stroll" atmosphere, will not regularly invite some people or stars to organize activities, the detonation of passenger flow, but also to bring into the scientific and technological sense, the user can see the goods on-site purchase, can also be online orders.

Many malls have found Liang, hoping to yoho! Able to move in, thereby promoting the trend of the atmosphere, there are real estate companies even propose whether and yoho! Cooperation to build a trend mall.

4, from the industrial chain to the ecological circle, the platform and capital capacity output.

Last year, Reebok and the film "Spider-Man" to cooperate with the production of several custom shoes, it first put on Taobao more than half a month, the result only sold more than 20 pairs. Holding to try the mentality, Reebok found yoho! There are goods, the result is only one night sold more than 80 pairs.

"Yoho! can go to today, is to find the unique value of moving up and down. "Liang said, yoho! The flow of goods is not as big as Taobao, but including Nike, Hong Kong I.T, Vans, Reebok and other upstream of the first line of brand, is willing to supply, and as a first agent, for two reasons: one is yoho! Covered by the tide people are their most want to affect the target customer base, to generate empathy and brand loyalty, and second, the trend of goods sales ability stronger than other electric business platform.

For downstream consumers, yoho! After 8 years of fashion media, has set the status of the trend vane.

This value aggregation makes yoho! A new road, become the most unique scenery of the electric business circle, but Liang also in the reflection: "We want to change from the trend of the industrial chain to the construction of the eco-circle, after all, the industrial chain is more like the upstream demand model, while the eco-circle can be the whole industry synchronization ahead, the pattern is much ”

Liang that he has the trend of media and the trend of retail two platforms, as well as the capital advantage of multiple rounds of financing, has now stood in the Tuyere, and then see how to export this platform ecological capacity.

At present, yoho! Platform business has about 300 more trend brands, Liang hope to do more than 400 next year, 2015 to achieve 500~600, which will basically include suitable for the domestic youth consumption of front-line and original designer brand.

To this end, yoho! Ready to open a new channel next year, specializing in the incubation of those small, rookie trend designer brand. For a long time, many domestic designers can only have a creative dream, but only open a small store, Liang hope to change this reality.

Liang's platform dream is one of the key points, that is, how to maintain the size and stability of the supply chain of small public-tide brands. His idea is to work together to create a joint venture in the first half of next year, working with companies with production capacity and offline retailing capabilities, while also accelerating the incubation of local-style brands with a stake or a proportional split.

"Once this idea is completed, most of China's best potential designers will be yoho! Big platform. "Liang said.

Of course, yoho!. There are more "tidal" value chain growth in the future story, for example, with the young trend of the gradual maturity of the ethnic groups, "trend of tourism, food and drink, trendy restaurants," and other lifestyle content and services, can also be added to the map of its current ecological circle.