Master carver: O2O Let me get 3 1 billion

Abstract: "Editor's note" in the United States famous resorts Daxi Leisure of the founder of the "Meng" to bask in the internal mail, this high-profile move almost in the show leisurely and complacent, showing off the management of the Eagle's beef brisket, Xue Pan kebab, and beavers home

"Editor's note" in the United States famous Resorts Daxi Leisure, the founder of the Meng of the olive oil in the internal mail, this high-profile move is almost in the show leisurely and complacent, "show off" under the management of the Eagle's beef brisket, xue Pan grilled string, as well as the Beaver home several items O2O story.

The eagle made it clear in his email that in the last year, Liv has reached 1.2 billion renminbi investment valuation quotes, 8 home carving beef brisket, every day full of Xue Pan grilled string, 2 Pina Pausch afternoon tea, and cut guests make clown pancake, this set of brand matrix "to the central kitchen for the supply chain core" 's cost control system and the ability to negotiate against shopping mall, "I guess nearly 1 billion of valuations should not be exaggerated"; In addition, the B-round financing of the Beaver family, the flagship nail business, is close to 1 billion.

"To achieve the 1 billion valuation of this small matter, a full 8 years, the carving of the beef brisket used for 2 years, and the beaver Home if from March 11, the first single nail start counted, only half a year." "Three projects with more than 1 billion valuations in hand, carving ye naturally to parse, this" trivial ", because of what such a" cow. "

In this respect, carving ye summed up as: "Narrow customer base, innovation value, subversion industry, the future".

Meng, founder of the Essence of olive oil (

The following is the full text of "internal mail"

All the company's small partners, sorry ha, when I wrote this email to you, I was actually on vacation with seven other executives in Daxi, but it was a tradition that Liv had left in the early years, since July or August was traditionally the off-season of the cosmetics industry, so this has been the habit of going to the island for the last few years.

But now it's not the same, we have not only the business of Liv, but Liv has already reached a 1.2 billion yuan investment valuation offer last year. And carving ye brisket, then in 2 stores opened after the VC has been given by the term sheet valuation 400 million, and now we have 8 of carving ye beef brisket, there are daily full of Xue Pan kebab, 2 Pina Pausch afternoon tea, and cut guests make clown pancake, this set of brand matrix formed "Central kitchen for supply chain core" Cost control system and the ability to negotiate against shopping mall, the competitiveness is becoming more and more obvious--although the food and beverage sector is good cash flow does not need to finance, but I guess nearly 1 billion of the valuation should not be exaggerated.

And the Beaver family, a few days ago, we were in Japan on the transit, received the "Ether capital" of the FA Li sent me a micro-letter, a well-known VC has issued a formal term sheet, the B-round of financing to the Beaver home valuation of nearly 1 billion yuan (in fact, the other is a dollar fund, but I like to convert into my familiar currency, Also appear more), a round of IDG also made clear that will follow the vote.

To achieve the 1 billion valuation of this trivial matter, Liv spent a full 8 years, carving ye beef brisket for 2 years, and the beaver Home if from March 11, the first single nail start counted, only half a year.

Most of the outside interpretation, must be "the pig on the Tuyere" principle, although this is not wrong. If the beaver's home is a bicycle repair business, I think in any case not too valuable. But O2O is really the thing on the cusp today, whether the United States or China, the concept of the fire is a mess, our beaver home nail is just in this time, or even a short time faster than 500 nail division, and the daily volume has been thousands, the growth rate is amazing, if we imagine as a nail shop, There is no doubt that China is the largest and doubles every few months-but that's not what I want to say, the so-called valuation, is a cloud, it is only a number, and is a confusing figure, "the departure too long to forget why we set out", this is what I want to talk to you.

I have the same definition for our three companies. As a vision--essential oil, catering, the United States service O2O three completely do not take the industry, incredibly can share these two words 16 words: "Narrow customer base, innovation value, subversion industry, the future".

You see, the brand is the most expensive domestic brands, but we are currently in the world signed 7 famous manor, for the contract of the olive plant, direct supply of essential oil raw materials. It means that we do not do cheap brand, low price, because our cost is really high, this is "narrow passenger group." Carving ye brisket is also the same, do not do the business of home users, do not receive children, restrain the sale of alcohol, although only more than 10 dishes, but willing to use good ingredients, opening up to now do not put a grain of MSG, seasoning only to boil the traditional gin and tonic ... So the per capita passenger 150, almost shopping mall the highest. Even Xue Pan grilled string in order to get good quality mutton, first went to Inner Mongolia Tin au bought a pasture, so how do we care for the general public low consumption requirements? Eat a kebab nearly 200 I do not want to, but to ensure a variety of fine details, you let me sell cheap, "My concubine can not do ah!" ”

Beaver Home This O2O project preparation, we also know such as home cleaning, such as door-to-door service, the audience a lot more than a large. But there is only one problem: the project that everyone accepts, but low customer unit price, our team has no inspiration at all. We will only do the business of discerning the guests, although these picky guests are difficult to serve, but they tolerate higher prices! Well, it's so narrow, we're going to have a big brain hole. Nail a guest more picky Ah, the sale is not good or bad, but beautiful! We even sell bowls of beef noodles can sell so beautiful, so misty have ritual feeling, is also afraid of the fingertips on painting?

It is easy to create a new "customer value" when the target group is narrowed. Let's see those loyal guests of Liv, Sirloin and Beaver family, why do you love us so much? It's not because we're cheap! But there are few competitors in the market who, like us, offer the details, inspiration and creativity that they enjoy.

What is the "subversion industry, the future"? This is our dream. I always said internally, listing? We are not interested, one day the listing is not the so-called, it is not disgusting just. But that should not be the goal of a good enterprise-at least we are excited about how to subvert the industry, to explain the future of the industry.

The essential oil industry and the catering industry do not say, we these two brands have already sparked the industry big discussion; say Beaver home nail, "subversive industry" has begun, it is said that Beijing and Shanghai, the owner of the nail shop, the most hated person is carving ye, because this king eight eggs to their shop the best nail division have dug away ... Oh, in fact, strictly speaking, not I dug it, but they smell the initiative to go to the beaver home, because I do not their boss! I'm their partner, Beaver Home app is actually a nail division of the platform, as long as you trade clearance, your own pricing works, their own management of their work time, want to play on the dry, want to do, how to sell your beautiful works-as long as you can sell out! However, the false mark high price but the service does not give the force, gets the difference evaluation, HEI, that you also must endure. Frankly speaking, who doesn't like to make more? Who doesn't like working hours more freely? You are a nail artist, you say you are in the nail shop as a migrant, or to the Beaver home, when freelance?

When the power of subversion is large enough, the "elaboration of the future" begins. At this point, I very much agree with the Luo thought of Luo fat view, the future many people will "U disk"-with information, not installed system, at any time plug, free collaboration-The Beaver Family is the nail division of these craftsmen's big league! So the slogan inside our beaver House is "Long live freelancer!" "What I preach every day is that after a business brand that has no personality, is the rise of" from the brand ", each craftsman's own name, is the brand, by virtue of the craft to eat, to obtain a dignified income, no longer rely on" organization ", not Flattery" Boss ", do not have to endure the" squeeze ", with their hands to gain respect, consciously spontaneous temper, For customers to create beautiful and moving, guardian of their names, defend their freedom and independence, only such people become the backbone of society, this society can have more equity, this country will have more hope! Damn it, every time I think about it, it's going to be slightly moist.

This is our dream and motivation.

Beijing and Shanghai are now a cottage model of beaver, but according to my observation, and we are essentially the opposite: they just hire the nail division, and then provide customers with door-to-door service, they have become "No shop nail Shop" Boss, and then earn the difference between the job nail division ... Well, the advantage is that they come up with a profit, after all, there is a difference. And the beaver home to seal his own road, promised never receive the Nail Division Commission, Nail Division is always "WYSIWYG", you see the money 100% for you all ... Of course, this is why I come up to the Beaver home financing premise, otherwise a round that tens of millions of, still need to find VC Mody? The thought of the future beaver home to burn a few billion cash at least, I also feel the chrysanthemum a tight! Therefore, the continued financing of the road, had to start early.

It is worthwhile to "elaborate on the future" if it is difficult. When Bill Gates dreamed that "everyone has a computer on their desktops," when jobs dreamed that the iphone was "reinventing the phone," They knew one thing: the best way to predict the future is to achieve the future. And Beavers dream of the future of tens of millions of of millions of freelancers, their own boss, to obtain financial freedom, time and freedom, the spirit of freedom-in this process, each of us to fight for the cause of the partner, also harvested the joy and significance.

Yes, I always worry, we work hard every day, in the end the TMD has no meaning? There are so many enterprises in the world, do we have a family? If we fail, is it the same as a colony on the African prairie? Millions of ants were wiped out by a natural disaster or anteater, and died, but what has changed in this world? Does anyone really care? If there is no point, then we business people, and these ants, like the hard work every day, and so hard, what value?

But if we set out the future, everything will be different. Even Apple will go bankrupt one day. In fact, long time to see, any business is a fast decay, and human life, are short-lived. But one possibility, become immortal, be a person, you can become a painter, musician, dramatist, hundreds of years later, people still look at Van Gogh Sunflower Feel the Sun, listening to Beethoven's Fate Symphony, and children listen to Anderson "Little Mermaid" with tears to sleep. As an enterprise, to explain the future of the world, inspire generation after generation of entrepreneurs to open tomorrow's new way of life, the unknown territory--Boeing makes it so convenient for people to fly across the ocean so cheap, Ford car into millions of middle-class families, Nintendo made the world's childhood so happy unforgettable, Even today's dismal survival, Motorola, who has not been able to stand alone, is also the inventor of mobile phones, an ambitious "iridium program", with 66 of satellites orbiting the Earth to make a seamless network of communication, so that there is no corner of the planet--yes, I know that the plan failed commercially, But that kind of human blood dream, ambitious, bold pioneering, so I still remember the same year Iridium phone advertising language, "communication is not visible, but not far from the session." ”

All right, I've finished my lyric.

Back to reality, I remember once, a reporter asked Ma yun, why Wang Juntao do 8848 E-commerce, obviously a lot earlier than you, but he failed and you made it? Ma Yun replied, "Oh, he and I are special to talk about the future of people on various occasions, the difference is that I am responsible for bragging outside, and a group of brothers in the family to my cattle to achieve." He is ... He blew the whistle and finished it. ”

Whether essential oil, beef brisket, or manicure, we are engaged in the nature of the service industry. What is the service industry? Is "The hand is all calluses"--the polishing of the craft, no day can stop rest. Rubinstein said, I do not practice the piano one day, I can feel, I do not practice for two days, the music critic can feel, I do not practice three days, ordinary viewers can feel ... And our every business, is this type of hard business ah everyone! Essential oil, the line is a hand-care made out, online is a consultation nurtured. Brisket？ That is really a bowl of a bowl, end of a bowl, make 5 dollars, bake a string of baked a bunch of 2, well, beer make more points, encourage customers to drink more than one cup ... But offend a customer, in this life no longer want to earn him a dime ... A manicure? It's a synthesizer. On the one hand to serve a good nail division, teach them etiquette norms, for them to find the top training teacher (September even invited to a United States first class nail expert teaching), on the one hand, we have to wait for each customer, small to a pair of disposable shoe sleeve can not casually. What is the detail? Is that everyone becomes Virgo, OCD, control freak, and perfectionism.

But isn't that the essence of service? Let each customer in every detail is impeccable, pay when hate can not more introduce a few friends next to share her satisfaction-if we do not do these service details, then we and PetroChina, Sinopec, ICBC what difference?!

Finally, I would like to say that the current O2O is too hot. Every day to open the circle of friends, are all kinds of O2O projects into the news of money, and the amount is very high. However, according to historical experience, we all know that anything hot to the extreme, is the inflection point! So I boldly predicted that this round of O2O financing boom, should be in six months to a year to stall-not to say O2O itself, but the capital market investment enthusiasm, often and the pace of enterprise development, is not matched. 2000, the Internet, the rise of the portal, after the popular is that everyone will never invest in the Internet, but does not mean that no value AH. The tide receded, no underwear of the natural disappearance, but the hands have calluses, then really strong up. I remember at the beginning of the 2011, we all felt that online commodity brands would rise, VC crazy investment Amoy brand, a lot of VC mistakenly think that Liv is also Amoy brand--in fact, Liv before the internet has been hundreds of high-end shopping malls counters, is the line of oil in China second, but overtaking in the network curve, quickly become the first--those few months, Liv also received a lot of invitations, but suddenly, the market is cold, vc all hide can't see, ah Fu anyway did not take money, if people are not dedicated to practice sword, hard skills, until today still in the industry ahead. But the first many get Money Amoy brand, today disappeared.

O2O most of the same, the tide came, everyone riders, this is a good thing. The only problem is, ask yourself every day, and the tide will recede. Where's the underwear? We are no exception, a negligence, our underwear also can not be! So, back to the previous text so many Shing, "famous No Name, concentrate on practicing sword" is right. Only the hands of the calluses, can withstand all impetuous and industry cycle, only the hands of the calluses, is the customer to pay when the cornerstone of the smile satisfaction.

Seemingly this text, more should be called "Dream and calluses", but for the PR effect, now the name of more dog blood. Hey？ Isn't this "internal mail"? Yes, these days, where the "internal mail" are written to outsiders to see ... However, you really think that just for outsiders to see, and wrong, this article, it is also written to me and all the small partners to see, and seriously incomparable.