is the interactive forum link, everybody can have more exchanges and the sharing

This morning the last link, is the Interactive forum link, we can have more exchanges and sharing, onstage with the interaction, because it is an interactive link, today was invited to come up all the guests are vertical power companies to make money.

Interaction: A channel for making money

Moderator: Oriental Popular CTO Jiang Haidong

Guests：

Tang Tanji Senior Vice President

Len Lei founder President of the Iron Net

Happy Dog CEO Peng Yang

Wang Yong Diamond Co-founder

Good fun to buy CEO Li Shubin

Jiang Haidong: Thank you, in the capital of the winter, some enterprises have been laid off, closed down and even other news, of course, there are only goods will have played a very good role has been to make money, the following also invited to five of the company's boss, let us welcome with applause!

The first problem has a topic is "vertical electric business is dead", the past year has been a lot of changes, I would like to ask you mister on the vertical electric business industry and the field of future trends and views is what?

Li Shubin: I think as long as the goods can be selected, to provide consumers with a convenience this matter is still promising.

Wang Yong: I think today's topic is more relaxed for me, because we are positioning the brand of electrical business, I have been in business for nearly 15 years, I have been very firmly believe that the vertical electric operators will certainly have the opportunity, in the traditional mode of trade must have such a state, I believe that in the vertical electricity dealers after the 10 years of development, There are some difficulties with vertical electric operators, but this road will surely go better. Thank you!

Peng Yang: Hello everyone, I am happy Dog's Peng Yang, actually happy shopping net only from vertical and platform up to divide, should be a platform electric quotient, so I just a come up Wang always said we can talk about more cooperation. Vertical electrical business to adhere to do deep, the future with such as our platform, the electric business has more extensive contacts and cooperation, thank you. If only vertical and platform such a division, happy to buy the main business is TV shopping, we go to the Internet and mobile Internet when the whole category, we sell everything, furniture also sell, travel also sell, car also sell, so is the whole category of the electric business platform.

Jiang Haidong: How do you understand the vertical electrical quotient?

Peng Yang: It's not doing a certain category vertically, but to do the vertical of a certain crowd, I very much agree, the beginning of our business model discussion, investors and our team have to discuss the process, there is a voice that you must do vertical to have the opportunity, we were looking at the vertical when we do a category? I have the media, called up a crowd, this crowd has common needs, I agree with just that guest's idea.

Len Lei: We are a military website, starting in 08 to do E-commerce, is also regarded as the military aspect vertical comprehensive website, in my opinion vertical station or is the independent electric business station, only two direction, it must obtain the core competitiveness to be able to live, the piece is the descend user's acquisition, can very good obtain the massive user, The other is to climb up, can get a lot of brand exclusive agent, or become a product manufacturer, so that the price has a control, the goods have a control, these two aspects as long as the one on the one hand can greatly avoid competition to make money.

Tang Tanji: My point of view is quite heterogeneous, our electrical business is perpendicular to the consumer is also perpendicular to the platform, in my opinion, electric dealers are groping, so many investors, including the theoretical experts are talking about the model, I think the development of the electric business is the same, is the Amazon mode, is the proprietary platform, Self is to sell other people's brand or sell own brand is irrelevant, the only product will also be a proprietary platform, you want to know what you want to sell, whether it is their own or someone else's, the second sold to who bring value.

Jiang Haidong: Thank you. The second question is more acute, your company when and under what conditions profit, if it is no profit, what is the conditions of the profit?

Tang Tanji: Electric business is to emphasize the scale effect, the scale is too small to profit is more difficult, only goods will be counted to billion, the first is the sales scale is very important. Second, we must think clearly what they sell, before we sell a bird's nest, sell a bicycle and so on, our senior executives meeting said to pay attention to sell a few large categories of things, sell this, a while to sell that, we said that the surgery industry has specialized. We didn't do food, we didn't do fresh, so think clearly put these things into detail, for example, we do clothing to list the number of clothing brands, each clothing brand about how much of the gross margin can be calculated, such a combination is better, if the introduction of this thing this brand may be positioning is with the flow of , this brand is to make gross profit, must be clearly divided, our management is not unrestrained, I often emphasize a point of view, must be implemented to the paper do not implement to the mouth, the implementation of the paper is very clear. We must reduce mistakes in our operations, our former logistics cost is quite high, we often send a quilt from Guangzhou to Harbin, we put a box from Guangzhou to Urumqi, sometimes not Urumqi city, so which things to sell, what things do not sell, and to sell to where to say clearly. China is big, but to be clear about regional centralization, now the propaganda into five regions, each region customers are not the same, if the cross-regional sales, many people say is to sell things, in order to create better sales, in fact, China so much traffic is how much, this brand sell well, a place to sell off, A brand cannot sell well nationwide. We only see something that we take for granted, and these three things need to be noted. It's not hard to make money when you think about this thing. We made more than 6 million dollars in the fourth quarter of last year.

To the only product will, I am not too familiar with other electrical business, to give you a reference to the data, only the goods will be profitable orders a day to more than 30,000.

Len Lei: We started in 08 as a dealer, and we've been profitable since the first year because there's a lot of small vertical, a small industry that earns as much as a high margin. Why do you make money? We provide users with a lot of unique products, outside is not found, we may know Nike, Reebok, Adi, but they also do military boots, this is our unique value to users, we avoid competition, the size of small can also make money. The vertical electric quotient is smaller, can not be like Taobao put so much money to logistics and technology platform, we have to do in the product can do more unique, better, for example, we want to sell quilts, we will sell very expensive quilts, we may use the U.S. military's P cotton to do. To do vertical electrical business to see what we give users what is the value, like only goods will be discounted because of cheap this is to provide the price, so make money.

Tang Tanji: Or with the data to speak, only the goods will just start to do luxury goods, we sell very expensive things actually road, because too expensive things are not very trust, ten thousand or twenty thousand bought is a fake is a very troublesome thing. Selling something is not as expensive as it is. The second electric Trader's fine operation is to occupy the profit not profit 80% share. The direction is to sell something. Fine operation will account for 80% of the profits of enterprises, a business to do the right thing, but there is no fine, extensive operation caused by the results and expected a great difference.

Jiang Haidong: My understanding Shing said the first to make money, Tang is always talking about is earning money is the difference, the gross interest rate minus the cost rate.

Len Lei: We started without our own brand, but also channels.

Jiang Haidong: Your agent's products are also making money at the beginning?

Len Lei: Yes, must be a unique agent products, Taobao sell you also sell I think it is not possible to make money, if particularly valuable.

Tang Tanji: A lot of companies are selling 3C digital?

Len Lei: Make money very hard, may be refined in all aspects will reach a certain size may be more favorable, but for most small and medium-sized enterprises really want to do is a big direction.

    Peng Yang: Maybe four other places, I understand that entering the electric business industry is the burden of relatively light, to do a model, to do a power provider, but happy to do when shopping is a burden, happy to buy the main business is television to do the shopping, 06 began to have a website, 07 began to have foreign calls , but the main business of more than 90% is from the television, 09 group decision to decide the site to be put to Beijing to do, because I think the talent and resources are in Beijing, that time four people came to Beijing, that time is 09 years to the site's part is to make money, all is attached to the television, head accounting down every year to earn 2 million or 3 million, 09 years did not find it particularly difficult to do electricity, but to Beijing began to have independent office areas have independent subsidiaries, Happy Dog. This company is happy to buy is a wholly-owned subsidiary, this time to start their own operation of a company, slowly found that spending more, but also in Beijing recruit the electrical business professionals, I am not the electrical business origin , so will go to find such professionals, when we come to a piece of manpower expenditure on the increase, in addition, we will say that the current electric dealers to advertise, we cast Baidu Bar, we want to push the one or two-line city, this is the electrical business must take the road, including what we do a model of the site, more focus is to do the mode of things, But the first two years were not free, we have a Web site under the television will guide over, this time is to continue to hold the meat continue to chew, or will be like most of the electrical business team with the brain to think of a model out, I this site is still operating from 09 to now, we began from the second year of losses, Because there are some attempts to include human spending the second year is a loss, we are very serious to discuss this matter, the first is the investors are not willing to, the company's pressure is larger, this time for our rigid requirements, at least this site must be able to earn money, can feed themselves.

To be a profitable electric dealer my heart's answer is somewhat forced to survive, this is a dead line, have to feed themselves, no more sources of funding, I am not a money-driven electric dealer, I began to think we have what kind of resources, to become a resource-driven enterprise, the most tight when my team also encountered austerity, Including the outside of all the delivery has stopped, the only channel is the TV happy. Happy to buy the license of the television is the national, now has coverage to 19 provinces and 3 municipalities, if the number of households is more than 100 million, so the base is relatively large, not too worried about the source of the user. In addition, we look at the core of the resources, happy to buy a paragraph, the future is to do the media retail, the main business is the use of the Internet and mobile Internet tools, but the core is not who will have television media, at least for nearly three years in the traditional television media still have its strength. I don't want to target the one or two-line city that costs a lot of money in the market, first put to the core of the advantage of the resources is the television media, we are doing the diversion, this year open the use of two-dimensional code, we do a habit of work, two-dimensional stacking to the screen directly with a mobile phone scan directly under the single, this is the mobile end immediately increased by 50% of the traffic, This is what we are trying to do.

The third aspect of the operation is that there is a difficult place to first not touch, last time I came to share, I proposed that my home information system is to support the TV shopping, does not support E-commerce business model but for my subsidiary, we do something that can change, all the electric dealers sell dozens of dollars of shampoo why don't you sell, We have also sold, the result is harmful to others, the last is the category of goods to do some screening, so now more is targeted development, TV short time is a burst, I was around the need to do around the development, my commodity development team is a direction. We can not change too much in the logistics, my strategy is not to do one or two-line city, is to focus on the 234-line city, follow the TV walk. We started making a profit in the third year, and now we continue to make money. 09 was the first year, and 2011 began to profit.

    Wang Yong: Just listened to their three-bit explanation feel particularly good, has always been to send a generation, Peng Yang is the official second generation, Len Lei is rich second generation, we are fighting dad spell. 30,000 single profit Can you do that? How many enterprises are there in China? So I think the profit, because from the beginning of birth, we are in the end of 07 business, we and Guo always took 1 million, the first jewelry, we finished the second month, we have no money, then after the purchase of the goods and then rent the office has no money, the second month to decide to be profitable, at this time how to profit, sure the entrepreneur is a way, I send a post, Word-of-mouth Marketing, forum, I remember the evening to post to two o ' clock, the second month on the profit. The most extensive contact with the channel is the electric dealer. Profit is not a difficult thing, and later because it has been profitable, but in the back to see the dawn of profit why to give up profits, may be a certain stage of demand scale, may be the future of continuous profit is to give up some of the existing scale, the first stage we are fine, the second stage to do scale when it can not be refined , the direction is very important at that time. This is the second phase of the electricity quotient, the first is the profit ability is the second stage of the Independence War, the second stage is to find a "dad", to find money to invest, the second stage is definitely a loss, the third stage is fine operation, this industry in our scale is the top 50, how to profit and face the delicate operation of the aspect, Don't think that scale must be profitable.

Li Shubin: Our whole existence with Wang Yong is quite similar, the first two years is profitable, at that time the warehouse is the office of a room, most of the goods are with the store cooperation, although it is very painful, gross margin is not high, is sure to make money, at least to make a few dollars. Then we made the purchase system, last year was a trend, very poor, this is no way. We do not divide the brand is all buyout, this method is a bit too radical, the exclusive agent of the brand is to make a lot of money, a brand Maori 40% is sure to make money, Nike, Artie Gross margin is very low and have a lot of inventory, we last year, the entire inventory of the most time 200 million or 300 million, most of them are Nike, Adi this can not And the market competition is very fierce. The last six months change is relatively large, we and the traditional level of the channel business, his warehouse to help him manage, such a big brand does not need to purchase, as long as it is to help him manage the warehouse can, so the margin is very low, the equivalent of the early from the warehouse directly to take the goods, my people directly manage the warehouse is the same, Even the vertical electric dealers are able to make money by which brands. Recently in the thinking of the category of women's shoes is to be cut off, this category is very tired also very hard money also did not earn. Even the same category of vertical also pay attention to products, the former shoe may be all the shoes are sold, now the idea has changed, I want to do is more professional, which do professional out to do, which do not do the professional. should be the same category to find your professional products, the previous focus on the construction of technical systems, marketing, the category did not put so many ideas, even vertical should also be in the category of the selection of good details.

I think this year will certainly be profitable, my own warehouse gradually reduced, the previous earned money are goods, the so-called cash flow in each quarter to be put in, this is really very practical, finally see full warehouse goods.

Tang Tanji: I still want to say that we will say only 30,000 orders, why do I say scale and profitability is very important, talk to have theoretical support also to be logical, only the goods will be the logistics costs just when the listing is 18.9%, now to 12%, the six points of decline, We used to be like Jiangsu or Hebei we find these partners Express company, the volume is very small, only millions of a year, you talk to people without any basis, only the product will be small when the unit price is very high, but the amount of many express companies are investing in us. It is logically said that there is a bargaining power in words.

Second, we will only product if it is a channel, if our quantity is very small, our brand and we talk is look down on you, you say how to get a better discount, even to you, now a lot of brands line up to our brand, because we have a larger scale, we have a brand day sold more than 20 million, It is really important for the power to profit scale, we profit is based on such conditions, is only a small business, we have some friends children Taobao open Shop is also making money, but this is a small business, I believe that everyone here have ambition ah.

Li Shubin: Do not particularly encourage everyone to do a lot of business, if it is able to do a steady increase in the business of gross margin, it is certainly more comfortable than the play just now.

Wang Yong: I remember when we had a conversation in 2001, at that time in Sina Mall, when and excellent there is a problem is about selling books, with each other a little strategy is not the same, when it is all-inclusive, excellence does not do, I do the book is selected, is recommended to guests, uncommon Book I do not have, The operating costs are very different. There is a sentence I can feel, before also discussed, to make shoes to do China's most complete shoes, what shoes are sold, I want to tell you to do vertical electric dealers are independent stations, independent station The first thing is to give up the scale, do not want the industry to do the ultimate, do narrow to do the ultimate can, do service can, do the scale is to find death. Scale is one of the things I hate most, many people say scale, I said you give money, give me a billion I do it! I don't want any shoes to sell!

Tang Tanji: I hope what we are talking about is not misleading everyone here, do scale is the law of commerce, Wal-Mart does not do scale? Does Jingdong not scale? Taobao does not do scale? To do the electrical business must speak scale, only the scale of the future!

Jiang Haidong: Good, every enterprise has the hope of each enterprise, I want to ask you, your enterprise's own goal is what, you want to make how much money, if it is making money now how much money, I hope that the number of people to answer, one is the absolute value of the number, net profit is how.

Tang Tanji: I just want to tell you, my personal opinion, that a lot of people say that overall traffic slows down, now from Guizhou, Yunnan, Xinjiang, these places move very fast, this is why only the sale of goods will be a high-speed growth, only the goal is to have a magnificent goal, the sales scale this year will enter China's top 500, Including telecommunications, oil, electricity business links We are the three parts of the world to have one.

Len Lei: I don't think it's a skill to sell at a discount. We want to sell things according to the positive price, the price of things is definitely to eradicate, our forum has a lot of male users, they say that live so big, never in the evening 0 o'clock queuing to buy clothes, but we can do, because we give them unique products, They are lining up at night to buy such products at the original price. As a vertical electric dealer to play a price war or rely on discounts to the whole industry chain brand is not happy, really do well will not be willing to do so.

We are not listed companies so we do not publish these data, it is about tens of millions of. Protect yourself when you are small, because you are hated for making money.

Peng Yang: Which Way is the first happy purchase going? Our site to today we increasingly find that must be tied to the main business, we used to be ashamed to say so, happy to buy the main business for family shopping for the family to choose some after my choice, the most important thing is added value, TV is the function of the product for 30-40 minutes, as well as this product to bring the family is not the same, this part of the user now consumption and pay the price is not particularly low, we will be the main business adhere to the end, but it will be to diversify the presentation, the core is the content of the planning and in the media on the presentation , the channel is very diverse, there are TV, Internet and mobile Internet, when it comes to the goal is not like Taobao and the cat, we hope to build up a similar to the big Yue City so more have their own attitude to life, or brand additional services in the business cluster. We hope to get out of this mode, for suppliers and brands will also have a greater space, is to do more brand value-added services.

Jiang Haidong: In the Internet do not have regional, time domain restrictions, there are chaoyang Big Yue City unique passenger flow model, some passenger flow due to your characteristics to the site you are confident?

Peng Yang: Yes, no matter what kind of business model is on the Internet, there is a kind of presentation in the end happy to buy is on TV to do the Chaoyang Big Yue City business, there is life attitude of things, not just buy a T-shirt, may be which designer's design, I will follow this trend, happy to buy also set up such a pattern, The future will also be seen on the internet and on the mobile internet side.

Wang Yong: My task today is very simple, I am now the general Manager, I am responsible for the overall business, this year the board gave me the goal is to profit in the 10 million yuan, if the next year is still in this speech I definitely finished, if next year not in this speech estimated not completed. This profit target 09 years to do, 10 million level, 2010 to 2011 gave up, we built a lot of experience shop, at that time the competition is also very intense. When we bought our diamonds, 2010 has a nine drill, suddenly closed, the competition is white-hot, we claim to have done 1 billion, scale can also, now for us a little bitten a bit afraid, this year to profit, just profit last year is millions, this year is 10 times times, then very confused how to profit, We put forward two questions, the first problem is customization, custom is why Maike Blue diamond ring, I set the slogan, buy Chow Tai Fook only pleasantly surprised but not moved, buy the ring is that there is surprise and moved, we joined the love code and Love genes. There's a couple in Shanghai who want to carve a Christian doctrine, engraved on the surface of the ring, this problem is more difficult, when finished this work, then in Shanghai formed a love ring, this ring is 50% gross margin, this price is already very expensive, so the requirements must be custom-made, the boy must carefully, Send your lover's gift is to be moved, get the product instantaneous time.

The second thing is to push the high-end diamond brand is the heart of the diamond, which is the top diamond brand but the gross margin is 40%, is my exclusive brand, some time ago to sell gold bullion, double A We go to sell gold bullion, now balanced up is the margin of 25% or so, is also a good profit, or want to say, when I put the scale off, to catch my services, When I grabbed my high margin product, I found the market accepted me, when you are the only product will be platform business, your pursuit of scale must be right, but for us to stick to it, our vertical electric and independent station is an honest person, low-key work, the money.

Li Shubin: Our current cost is about 18% of the actual, half of the cost of delivery 9%, the following our management costs, gross margin is up to 20%, two or three points of net profit, not to do the scale is still to maintain a relatively slow growth, a year down also very hard.

Jiang Haidong: We know that investors and we either have a "dad" or they are hopeful for us, they hope our profit is sustainable, the trend is good, enter you earn 10 million, next year may hope is 20 million, gross margin this year is 20%, next year may be 21%, only goods will be with the trend is very related, From you look at your own business, gross margin and cost rate is not see some good trends?

Li Shubin: I've been doing a few 30,000 pairs of defective, is after several refund is the box wear, or the process of wear, we have thirty thousand or forty thousand of such shoes, such costs are relatively high, hidden losses will be reduced to a relatively low level, which is very important.

The investor's pressure, different investor's idea is dissimilar, the concrete case investor is more common, you can guarantee a stable, the continuous, the health is satisfied.

Wang Yong: For me, our profits are better than last year's average margin is 20%, this year reached 25%, I believe that next year can reach 28% to 30%, think in my phase to improve the gross margin is expected to do.

Peng Yang: We have to feed ourselves, a lot of people here to survive the main, our gross margin is about 25% to 30%, perhaps more of the fine management to do.

Len Lei: For us this year the best should be the new product development on our more introduction, more foreign good company's brand.

Tang Tanji: We only will increase the size of the goods, the costs will also be reduced, if it is not innovative operation of the process does not change the scope of the decline is limited.

Question: I have a core problem, we are more concerned about the independent station, the flow of people and goods, the circulation of which piece is the best, do before and after the comparison of data, including people, including repeat the purchase, such as their own dry matter for everyone to share.

Tang Tanji: I'm telling the truth, like the only thing that will include Eric's investigation, our repeat purchase rate is the highest, we are mainly based on several points, any details of the process is very fine, only the product will be on, we have a small design, dear courier, Customer is very important to us, please smile to the customer service.

A customer may be a very bad customer, we always believe that good people are less bad people, we would rather people negative I will not I negative, our return and exchange treatment is very rigorous, only the product will require every day to see the customer's message board, so that the service to do fine, do a solid, the customer slowly generated a new desire, Conversion rate or to retain the guests only product will still be available for everyone to learn.

Peng Yang: Our data in our membership system, about nearly 70% of the old member's purchase, mainly is the 234 line city yearning for the way of life, recently on a new XI ' an walnut, we are about 25th sell, happy to sell is the whole channel to get through, first of all, the pre-sale on the website, as well as live on TV sales, There is such a three-dimensional channel to sell, this period close to the sale of 30 tons, the selection is to buckle to the lifestyle, the selection must be higher than the current life, we will eat dried walnuts have not eaten fresh walnuts. I am selling the way of life!

Question: I would like to ask a question, if you use a word to describe, tell me what you do, this sentence has the attraction, also represents this brand is to do what, you mister can tell me what you do, this problem solved, can solve is to do scale or to do a certain category.

Li Shubin: Professional shoes that sell authentic on the Internet.

Wang Yong: China wedding ring Custom First brand, this is our goal. Wedding Ring Customization

Peng Yang: We sell happy lifestyles.

Len Lei: Arm your body and arm your heart. We sell "arms".

Tang Tanji: The only product will be a special sale of the website.

Question: I talk to a lot of friends, for example, I want to sell 3 C products will be on the Beijing-east, mother and child will go when, buy a brand special selling may be on the only goods will, if a word to this problem, we think the user and your contact will be greater.

Question: I think as a lot of small and medium electric business website want to learn from the predecessors, which promotion method, each person can expose a oneself feel the most cost-effective, bring the customer or is a good way to retain customers, now a lot of marketing methods micro-letter, micro-blog, as you can also blow up your own to promote the most effective cost-effective method?

Wang Yong: Because we are the wedding ring customization, our approach is the simplest and most effective, advertising is poison, we did not put any advertising in the last three years, we practice is very simple and effective, we will find a person married you have six or seven students are married, let him help me to the six spread, called "referral." I want him to help me give the six referrals, he must do, said it is very simple, this method is very specific, the proposition is also very specific, in the first three years we from 1 to 6 have been passed, we began to make money.

Question: What does that mean for the first batch of customers?

Wang Yong: Specific can be private chat, the method is not the same, this is relatively simple indeed is our exclusive cheats. I

Li Shubin: The beginning of the independent station can be transferred to Taobao, must build independent station, we do campus agent is very interesting, university campus development more than 5,000 campus agent has a system, provide free quantity, send to this school order on the agency divided, this effect in a period of time effect is better.

Tang Tanji: We are here are small and medium electric business, as long as the heart has a dream is sure that the future is beautiful, we will only have more than 1000 single products, my proposal is "alongside the rich", you are a good product with the big brand cooperation, and gradually up.

Len Lei: From my experience, a lot of professional small forum BBS, some sell watches, flashlight, some opinion leaders if your product can arouse their interest, forming discussions can have such word-of-mouth spread, in the beginning can be quickly up.

Question: Does the blood net have the advantage in this aspect? You've mixed up a lot of Army fans, and they want you to provide military goods?

Len Lei: For this reason there are some advantages, but I am talking about a more professional and smaller forum, their influence is very big. If you have a good relationship with them, and the product is very good, can be seconds to kill the market opponents, is certainly a good topic.

Peng Yang: My experience is not very useful to you, I was forced to use the resources of the home TV, now for everyone here will not like me to play a Web site on TV, we can change a thought, you can not use the Internet and the way of thinking to help achieve your combined with strong media, such as ordering and commodity cooperation , which can be explored.

Jiang Haidong: Summing up a sentence to everyone.

Tang Tanji: The scale and refinement of the electricity quotient of the way of profitability.

Len Lei: Do products, we have to carefully sell the product really do the best, whether the agent, or self-employed are very lethal products.

Peng Yang: Grab your core resources, which may be capital, capital, or other, and survive on core resources.

Wang Yong: The diamond ring is my heart, only belong to the unique, wedding ring first brand, please use every opportunity for your business endorsement propaganda.

Li Shubin: Focus on products.

Jiang Haidong: Thank you!

Moderator: Thank you, 1:30 P.M. we start the first interactive forum, the core competitiveness of the goods, see you in the afternoon.