Jiuxian founder Shang's dream of the Earth Electric quotient vertical ﹢ platform Cross mode

Shang's office is not small, antique, a water of dark red wooden furniture, standing in the doorway can see the deepest wall with a long, enshrined a Buddha and a guan gong. Echoed by the company's main entrance is a golden tripod, like the tourist attractions, there is water, the bottom is a gold silver coins. Jinding hanging above the "Jiuxian declaration", The last line is written: Striving for China first, striving to be the world's first.

He sat at the tea table and received us. Boil water, brew a cup, tea, pour for everyone.

"It's not like an E-commerce company boss's office, is it?" Actually, the business I'm doing is quite traditional. "Flat-head, round face, likeness of the Han clock on the Spring Festival, Jiuxian Net founder Shang Smile Happy, honest, and revealed shrewd."

Because in Shanxi for more than 10 years of business, the native of Handan in Hebei province, claiming to be Shanxi merchants. In 2009, when he was about to switch to electricity dealers and create Jiuxian nets, the media and peers joked that the coal bosses had switched to liquor.

In fact, Shang and Shanxi famous coal business does not matter. But this kind of prejudice is not without reason, a businessman who is not the internet related profession suddenly breaks into electric quotient, unavoidably appear abrupt.

But Shang don't see it that way. He said that e-commerce companies are not an internet company, but retail companies. "Should not look for people from Baidu, but should look for people from Wal-Mart to do the electricity business." ”

Even, he thinks that the reason why the electricity merchant's winter arrives, first of all is because the investor understands wrong to the electric trader, and throws a gang to the person who does not care in the business, thus the money uses the wrong direction. "The result of such a mistake is sometimes incredible, such as doing 10 million of ads, often only sell 2 million of things, if this can be done, I will sit on the side of the road to send money is good, and said I a good one." Money is not to be courted, and loss is inevitable. He smiled and said.

Campaign”

2012, the major vertical e-commerce companies into trouble, selling socks only cotton closed, main maternal and child products of red children were acquired. and wine electric business in which has been regarded as a good job, liquor dealers are the third party to the majority of the platform, currently available for more than 100 wine-type electric dealer site, but the more well-known liquor dealers are few. Jiuxian NET, also buys the wine and so on obtains the customer and the investor approval.

In early September, the Jiuxian network announced the completion of the C round of financing, the Beijing-China Capital Management Center and other institutions a total of 200 million yuan capital injection. This is after two rounds of financing last year, the company again access to capital markets. But the huge net buys the market space, lets the traditional liquor enterprise be ready to move forward, speeds up the step which the electricity merchant. Maotai shares recently issued a notice, Maotai online shopping mall is about to open a new opening, the traditional wine enterprises to build the precedent of the electricity business Channel.

Shang was very happy about it. The development of alcoholic liquor is much slower than that of other goods because of the delay in the process of handling the damage. In his view, E-commerce is an irreversible trend, wine companies also know clearly, so Jiuxian network homeopathy, to meet their needs.

So in the company's three anniversary celebration, some wine manufacturers were invited to attend, met Shang, quite excited. According to Shanti, for some wine brands, Jiuxian Network has been a hot sales platform, we can mutual benefit will be common development. But when the company was founded, the domestic liquor electric dealer has not yet become the scale. "The days of big liquor companies are comfortable and they are not willing to open up new avenues for themselves. ”

Now, the Jiuxian net obtains the massive financing and becomes the gradually well-known channel, Shang in the management mainly does two things.

One is to spend money, in addition to the necessary operational inputs, mainly for the purchase of alcohol. Because, wine especially high-grade liquor is a kind of special product, with the year tends to add value, which means that the book's debt is actually assets.

At the same time, unlike some of the electric business site in advertising, access to the flow of a lot of money, Shang is familiar with the way to save money. This May, Jiuxian Network became the sole agent in the field of e-commerce in Henan Kang du liquor. Since then in Henan Kang du in the CCTV broadcast advertising film, it appeared "Buy Kang Du, on the Jiuxian net" eye-catching words, the same cooperation also occurred in Yibin Red mansions wine industry.

"Kang du in the CCTV ads spend more than 80 million, a dream of red mansions to more than 80 million, these two I saved 160 million." "Shang invented this" interactive advertising "model, he guessed that by next year, the CCTV Jiuxian advertising will be more than 1 billion, and he does not need to spend a penny.

And in the business model, Shang and open cooperation mentality, to create a "vertical + platform" cross mode.

In the Beijing-East and Gome in the Battle of the electric business is very busy, Shang choose and dangdang cooperation, become its wine channel exclusive operator. Jingdong, Cat, Bowser, QQ network shopping, Gome Online also became Jiuxian network cooperation platform. This shrewd businessman is confident, "even if the price war, we will coordinate the relationship between the various departments, to avoid the existence of undesirable competition, and strive to win, after all, and gas to make money." "So, he strictly controls all network platform sales ratio, the Jiuxian Net official website sales volume to maintain at 60%."

"Wide knot good luck, win the future." Shang used a very tactful way to describe the idea of the Jiuxian net, and then reached for the teapot and filled each empty bowl.

and Jiuxian Network more core competitiveness, it is Shang hands of a wide range of contacts, as well as the high level of communication channels with liquor companies.

"At first, no famous Jiuxian net is how to impress liquor enterprise top?" I asked him.

Campaign。 Two words jumped out of his mouth. After further questioning, he cunningly avoided, laughing that this is his own entrepreneurial cheats.