Jiuxian Network Shang: The Dream of "the Earth" electric business

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

The Jiuxian, the founder of the "vertical + platform" of the "Cross" business model, will enable him to achieve the dream of billions of sales?

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.

Jiuxian Network Shang: The Dream of "the Earth" electric business

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.

The past of Shanxi

If really put Shang undertaking written book, the episode is the story of the Jiuxian net, the above is about the wine industry group.

The story takes place in Shanxi. 2000, the Shang of second-hand books, sent leaflets, sold dumplings of the youth, with 800 deposit from Shanxi Taiyuan back to Hebei home to marry. In the village, father found 10 Santana, spent thousands of yuan, had a wedding. According to the old people, to marry, this is even the day.

After the wedding, when the vice president of Shanxi Hongtong liquor Trading company Cheng gave Shang an idea, introduced it to do Venus beer agent. Shang to his brother-in-law borrowed 50,000 yuan, a friend out of 10,000, there is a really no money, contributed a second-hand computer, 6000 is also considered a stake. Shanxi All Wine Co., Ltd. was formally established.

"We made 50,000 bucks for the Venus Brewery, we got 50,000 dollars in the factory and lent us two vans," said the company. "There are goods and cars, Shang heart Zizi, ready to make a fortune." Unexpectedly, beer sales have light season, he hit the muzzle, 50,000 yuan less than half a year to lose, only a 10,000 dollars of white paper.

Muddled up the company's accounts, and to the landlord borrowed 5000 yuan, and friends borrowed 3,000 dollars, add together 20,000, Shang ready to fight white wine.

"This is the final counterattack, and if you don't win, you're ruined." He told the global entrepreneur Reporter. That September, the company only left a cashier to answer the phone, the other people all the street to sell liquor, a person a bicycle, after the car dragged more than 10 boxes of white wine, sell not to go back to the company, Shang also in it. "I am particularly embarrassed. But you have to bite your teeth, not to set an example, how to sell wine. Fortunately, just out of the door not long, Shang in an alley inside met a restaurant owner, the bike on all the wine sold away.

Since then, the company's business path began to smooth, the first year earned more than 1 million yuan, the second year earned 5 million yuan. Subsequently, its agent business flourishing, and gradually developed into one of the largest liquor agents in Shanxi, Shang also became the president of the Federation of Shanxi agents.

"In fact, a person's life as long as the right thing to do." To my brother-in-law, he lent me 50,000 dollars. Then there is a steady stream of revenue. "This is Shang often used to joke the jokes, but also his heartfelt feelings."

Billions of Dreams

"Since you are in the traditional channel to do the sale has become a duck, why do you have to do electricity business." ”

"Because I want to do 10 billion." ”

"Traditional channels can't do it. ”

"It's hard not to do retail, so until now, no company that makes a liquor channel can do 10 billion of the turnover." ”

Naturally, the brand liquor of the strong created a seller's market, alcohol E-commerce enterprises face the most important problem is sourcing. At present, Jiuxian Network has and more than 100 well-known wine enterprises established a strategic cooperative relationship. The retail price of liquor is much higher than the ex-factory price, as long as you get a low-cost wine, sell more cheaper than the physical store, in the middle of the shopping experience, compression costs, Shang profit model is very clear.

His biggest headache is how to convince the public that the Jiuxian net sells real wine. Even in private, his friends would call and ask, "Laohao, do you sell real wine online?"

Therefore, Shang spent a lot of energy to shape the brand, enhance the credibility. "Originally our site comparison soil, a look will know Shanxi coal boss open." "So we're going to change our VI (Visual Identity, Corporate vision design), spend more money on people to do it again, and make a website that looks like it's selling real goods," he said. "He also put forward strict requirements to the packing box, to be elegant and exquisite, to ensure that invoices, drinks with the list, complete the manifest." "When the customer receives the box, it can basically dispel more than 80% of the concerns." ”

Interview clearance, the secretary to help Shang called takeout, he devoured a few, the driver is downstairs waiting for him. A few hours later, Shang appeared in Beijing East four ring Jiuxian Network headquarters Warehouse, the 15000 square meters of the warehouse is composed of three factories, there are workers busy packing. Let the atmosphere some special is hanging banner, above said "Big 80 days, decisive battle 2012, swearing", a new Mercedes parked in the side. Jiuxian Net sales department above mid-level personnel gathered here, Shang announced, who is this year's sales champion, this Mercedes to WHO.

He said, "What do you mean by dreaming? Sometimes think about it, how can you call it a dream? For him, the dream every day is to gain more wealth through his own efforts.

1977, Shang was born in Linzhang County, Handan, Hebei province, poor family. In primary school, a year to pay two yuan tuition. Ask the family to want these two dollars very difficult, Shang every year to cry a, can take money away. At that time, a ballpoint pen core just a dime, for Shang, change a new pen core is a delusion.

He dreamed about making money. As a child, he learned to sell vegetables, to the middle school, all day pondering the pig. The story of Qizhong changing planes with squeezed cans haunts his ears. Shang's idol is Li Ka-shing, for the simple reason that he is the richest man in the Chinese circle.

To get rid of poverty is the Shang desire to succeed in the first place. Now, the 20-year-old before even the train has not seen the middle-aged people have been sitting on more than 1 billion yuan worth. I asked the Shang, earning money and earning a fortune, which made him more excited. He swallowed his mouth and smiled with a sign, "all excited." ”