It was a bad year for Big Park and a good year.

2014 is over, and this year is a bad year for Big Park and a good year. This year, the park experienced a start-up company will encounter almost all the dangerous, step-by-step alarming, but never thought, we not only survived, but also made good progress. What's keeping us from the storm? I think that is the great park has been insisting on the Internet practice.

The internet has brought about great progress of the whole human civilization in essence, from the way of information transmission, to the structure of social organization and the way of thinking of people. Park from the birth that day, is a home textile industry subversive innovator's posture to break into, do an internet experiment, see whether we can use the Internet thinking to change the industry's disturbing status quo. We are the first in the industry to put forward the "formaldehyde-free, fluorescent brightener, no carcinogens," the supranational Category A safety standards, with more than two years of time to cultivate 200,000 users home textile products safety awareness.

Park has done a thing that is valuable to society, it should have been recognized by society, but it is not so, because we do not good enough for users, not enough. The most essential change in the Internet's business is to let consumers regain their sovereignty.

With the user as the center, the Internet practice of the Big Park has the success also to have the reflection.

First, find the right user. We made a mistake in this respect. Any grassroots entrepreneur wants to take a big road, we are no exception. The first group of people in the park is a 30-45-year-old or family-financially free woman who has the purchasing power but no communication power, and they don't talk to others about the sheets and towels, and we realize that if the target group doesn't love to spread your message, it must be a problem. This is not to say that such a crowd has no appeal, but your product, you do things that are not convenient for her to spread. So they shouldn't be our target group.

Later we found that the young mother is the most desire to communicate the female group, so we put the positioning from the knowledge of white-collar women into the 30-year-old hot mom. This year, the marketing efficiency of the park is four times times higher than last year, the biggest driving force is that we found the right target group.

Second, create screaming products. What is a product? I think the enterprise and user contact all the links are products. The park is to provide services to a group of young mothers who are sensitive to safety. Today, the product is not a physical aesthetic plus function, but the function + Service + Experience + feelings + Force + ... In the past, we did not need to know which chicken to eat eggs, but today we should not only know which chicken under, but also know which chef to do.

What is the standard of good products in the Internet age? Is true, good, beautiful, this is the mainstream of human development, evil in the internet age is difficult to exist, do not need to wait until the media to debunk, your staff will spread out. And the good thing to understand is to let ordinary people use the best products, since last April, the park has reduced the gross margin by more than 10 points. Because we believe in a symmetric and transparent information society, there is no consumer willing to buy high margin products.

How to reduce gross profit? This is one of the most questionable questions. We assume that the spread of the internet will lead to marketing costs to zero, the brand is strong enough, the cost of the channel reduced, fast-forward goods, warehousing cost reduction, manufacturing costs due to sales amplification and reduce, but the premise above these assumptions is that you have to have cost-effective enough products, otherwise it is nonsense.

The old saying said ten years to grind a sword, but in case the user wants not the sword, is the knife? Today, with the needs of users in the opposite direction, is the biggest waste. This era, want to play the role of God is impossible, how does the park know the needs of users? Our method is small batch trial and error, according to user feedback rapid iteration. Last year we developed an old coarse cloth mat, the first batch only made 150 sets, the past to see the sale of 150 sets of no significance, the results of a live mat on the hot, in the supply chain is not perfect, last year, this product we sold more than 3,000 sets. 2014 Great Park Product development all in accordance with the method of trial and error, so no big mistakes. 2015, the park will open a trial channel on the official web site, the product quickly launched to quickly find problems, so that product production more and more accurate.

Third, the community of enterprises, users and products together. How to shorten the distance with the user? In the past we said that the user is God, the user is a food and clothing parents, today we have a relationship with the user only one, is a friend relationship, completely based on trust established, mutual trust between friends, I recommend to you a commodity is natural, because behind the trust of friends endorsement. Kelly said, "Anyone who works in art can live with 1000 hardcore fans." "Luo thought has more than 3 million members, becomes his member not to have any pledge, his slogan is," The love is packs, does not love on the wait and see ". The originator of the electric business industry Amazon is also the investors "package", because many people like it, think it is doing some forward-looking interesting things. What the big park is going to do is a brand of fan achievement. Users are not equal to fans, there are values to recognize your users are fans, so park only do like our people prefer things.

2015 expectations:

Focus on products, high quality and low price, the ultimate experience, word-of-mouth dissemination. This is the way of the Great Park.