Mysterious Mobile dealers: Service Three low people started with adult products

They sell the things are very cottage, the user is very grassroots, and the current cry over the traditional electric dealers, they are simply extraterrestrial to ...

Zhang said that he earned the money to sell cabbage, but the heart of selling white powder, but will always adhere to, because meaningful.

Interview/Fanghao Zhengjiangpowen/Zhengjiangpo

This is a typical scenario for the industry: a courier for China Post EMS rode a new motorcycle on a certain township highway in southeastern Pearl River Delta, where he stopped his car, picked up his cell phone and dialed an unfamiliar number, "Hey, is Afachai?" Your courier arrived, I at the junction of the billiard room waiting for you. ”

More than 10 minutes later, AfA rode on a motorbike that was not named, opened the box, and a new pair of extra sneakers appeared in front of him, an "outfit" he had acquired for next week's blind date. He looked down at the courier's feet had worn Nike shoes, a sense of happiness spontaneously ...

No office buildings, no brand-name clothing, no credit card, no day of arrival of a said, or even no specific delivery address, but the transaction can be completed, and the scale of the business year after year blowout, in the singing of the Sound of the voice of the 2012, there is a kind of electric business almost no so-called Contagion: Most of their business was done on Shanzhai phones, most of their customers are from counties, townships, village-level migrant workers or farmers, their trading sites are mainly in the urban and rural areas of the industrial park or manufacturing base, their customer unit price in general around 300 yuan, than every guest, Taobao these white-collar consumer platform is also high, Most importantly, they rarely compete with traditional electric dealers for so-called urban white-collar consumers, but in a new dimension to broaden the "electrical quotient" of the outreach crowd.

They call it mobile, but they can't fully represent the mobile power provider. "We represent only one dimension of the electricity quotient, that is, the people who are often overlooked are included in the scope of the electrical business user," Zhang, founder and CEO of the buy and sell treasure, said to the entrepreneurial state, "migrant workers, security guards, military personnel and roadside restaurant waiters, who have long been unable to access the computer to experience the ' three low ' of online shopping" (Low Age , lower education, low income), using the only phone in hand, and the latest consumer trends in this era are linked. ”

The purchase and sale of PO is one of the first companies to enter the field of mobile electricity, and is currently China's largest independent mobile power provider. "They have a year in my advertising fee is tens of millions of, the revenue is very cow!" "The founder of Shuyi Interactive Advertising," told the "Entrepreneurial state." It is said that the 2011 sale of Bao's income is close to 400 million.

Although the scale is still far less than the traditional electric dealers, but their "Robin play" but it is worth all the electrical business to learn from.

First mobile dealers: Starting with the Simon account and adult supplies

Zhang from the University of the beginning of a continuous business with friends, both in Tsinghua University, in 2005, he joined in the wireless field, created a WAP gaming community-Le cool, belonging to the earliest batch of mobile internet entrepreneurs, with the same period of the World Network, 3G portals. In this year, the biggest harvest of Zhang is the wireless industry research thoroughly, as a mobile hundred treasure box of the game judges, he knew the SP in this industry how to make money, but le Cool did not devote to do SP, "SP price deviated from the value, so I see the destruction of the SP industry is a price return to the value of a process." Zhang said he had long seen the trend in this field and began to explore new opportunities.

At that time Zhang all day in the cool community, he soon found that he contacted these users are not like him sitting in the office of the big city in the nine-to-five white-collar workers, but they are always holding the service white-collar, service students mentality to do products. So Zhang registered a transvestite account (male registered with a female identity), slowly he found that the users who chatted with him every day, both in terms of values and habits, had huge differences with the city people, who had huge needs but not been satisfied, which triggered a long process of thinking.

"I found that the crowd made me go back ten years ago, like they did from 10 ago and 15 years ago," he said. "It was the greatest touch to Zhang, and he talked to them about the girls, pay a variety of strange topics, and chat time in the evening between 9 o'clock to 24 points, which is determined by the life of the crowd, the three low people accounted for the total number of cool users more than 90%, because the city people basically do not use mobile phones online.

"In fact, people use mobile phone internet, mostly because of the advent of the iphone, that is, after 2009, but I was in 2006 Ah, then China unexpectedly there are such a large number of persons, has been using mobile phone Internet." So you can not imagine, before 2010, China's mobile internet users of the main body is the Chinese urban and rural dualistic structure inside the other one, not our city this one yuan. ”

At the time of the cool community, more than 90% of the users are no PCs only mobile phones of the three low crowd, Zhang often cite an example: the United States car is probably half the price of Chinese cars, you know this thing, but you can not buy it? In other words, Chinese people will not buy a car because our car is one times more expensive than the United States. Why? You have no choice but to accept this price! We don't think the price is high without this choice. Just like everyone is happy every day than the car down the money, this car is cheaper than that car, in fact, it seems to me are all nonsense, the most important thing is that you have been compared to a foreigner to pay one times the money, you than what? I saw the car in the United States, I watched the sweat down after the flow, ten thousand or twenty thousand of dollars of cars a lot of a lot of twenty thousand or thirty thousand of dollars in China is already a luxury car.

and buy and sell treasure at that time face of this crowd's consumption characteristic is, have no other choice, the net buys only through own hand's cottage phone.

It may be that the content of the chat brings inspiration to Zhang, and cool starts to try to sell adult products on the forum. "We never shy from this, selling adult products on the mobile Internet, I am the originator of the figure." "Zhang said that at that time the customer unit price is more than 100, in the process of selling adult products, Zhang summed up the characteristics of this crowd, their consumption phase and city people completely different, in the PC adult supplies female and male ratio, SM supplies are also good, and on the mobile phone is male selling good, such as inflatable dolls, And the proportion of male and female consumption is 9:1. "It can be said that people are food and clothing stage, we are thinking lust stage." Zhang joked.

"E-commerce is a real economy, we only meet the user about 20% or even 10% of the demand, the remaining 90% need to rely on what you sell to meet." "Zhang says that when it comes to selling adult supplies, gross margin can reach 70%, 80%, in the office of Zhang has a metal closet, which is placed in the history of buying and selling treasures, he still remember the first time sent out when the goods are sent, what the goods are, aphrodisiac chewing gum.

The first order of the cool was not from a factory in the south, but from Beijing, and until now, in many of the one or two-line cities, there are still plenty of users buying and selling the treasure. Because is the first single business, and in the company location, with a curious mentality, the company sent an employee directly door-to-door delivery. "That is a male user, he connected to buy 8 times in our goods, the company's staff also sent him 8 times, when his psychological pressure is very big." "Zhang said, now this matter as a joke, but to think about it, for that employee is not funny, who knows that the person is not a sexual pervert."

Later, the adult supplies do not go down, the state increased the intensity of pornography, the leadership of the relevant departments to find Zhang talk, only asked a question: "Do you know the female underwear to the first few buttons for pornography?" Zhang shook his head puzzled, the man went on to say: "You do not know, I do not know, so you still don't do." ”

In the farewell to the day of the ball, Zhang officially set up trading treasure, do a "regular electrical business."

In order to close the user, understand the user, buy and sell treasure will do in addition to do online, offline questionnaire survey, but also regularly organize employees under the factory experience life, "when you see lunch time, a big help young people out of the silent quietly out of the workshop, silently eat dinner, and then silently walked back to the workshop, the feeling and white-collar work is completely different, You will feel depressed, that is, those people prop up the Chinese manufacturing economy. "Zhang said.

From 2006 onwards, every quarter of the sale of Treasure will do online research, each survey has about two to three sets of questionnaires, each set of questionnaires about 20 to 35 questions, each questionnaire survey sample is about 5000 to 10000. "Sina and I talked about the topic of research, their users on the Internet to fill out questionnaires, three topics of patience are not, and our users can always quietly fill out the questionnaire, but also with the kind of black-and-white screen or blue screen phone!" "This is the diversity of the group, at the shareholders ' meeting, Zhang a mountain of questionnaires on the table, who dare to say that someone better than he knows the three lower Chinese people."

"Investment is not bushel, our users have no choice, not even comparison, he does not know what is the net fast, what is slow, what is a big screen, what is a small screen, saying vulgar words, hungry you 15 days, you will eat dog excrement." "Zhang just started to face some investors, always because of the user group's question, they think the phone's screen is too small, the network is so slow, no one to buy things there."

The truth is, city people are always worried about where to eat, what clothes to buy, watching a movie worry about where to look, even so, there are more e-commerce companies to serve them, to a certain extent, resulting in the urban population of the information is too large, formed an excessive service, when the choice of too much when the intention of the pay will be reduced. "Why the traditional electric business is difficult to do, is because the urban population choice too much, online so many electric business, offline so many shopping malls." "Zhang said.

"Good products are all tried out." "Zhang so summed up the purchase and sale of the user experience method, different versions, different interface between the design, the number of visits, satisfaction, return rate, etc., has become the main basis for the sale of treasure design products. "We are going to have one-month-old staff lurking in the factory, two times a year," he said. Zhang said, every time undercover can bring back a lot of valuable information, some questionnaires do not investigate the user data, such as the dormitory appearance, routine and so on.

"A lot of things on the questionnaire will be deceptive, our actual sales and research there is always a big gap, which means that users of their own needs are not really clear." "Zhang said. At present, buy and sell treasure repeat purchase rate in about 30%, because is still in rapid expansion, new users will always dilute the purchase rate of old users.

"When the Internet becomes an important part of a person's life, the demand for shopping comes along, so we are born with it." "Love buys the net founder Zhang Yu said, as a Silicon Valley engineer from Xinjiang rural area, Zhang Yu has been worrying about not buying branded goods in his hometown, until he returns to his hometown, the situation has not changed, and a keen sense of business has made him feel that this is a business opportunity, combined with the characteristics of rural youth's Internet, He decisively to the mobile phone platform as a breakthrough point, in 2009, Mobile Electric website love to buy a network officially online, by the end of 2011, love Purchase network has accumulated 700,000 orders, the total sales of more than 100 million.

Buy and sell treasure and love to buy a network with a group of vertical electric operators, compared with the latter, the sale of treasure can be said to be the originator of this field, but also the largest one. "Open the list of UC Browser web shopping options, to enter is the sale of treasure." Zhang said that the sale of treasure from 2006 officially on the line, 2011-year average daily orders more than 10,000, the total sales of more than 300 million. Since its establishment, the sale of Bao has more than 700 employees.

Competition at low latitudes

Last year, Zhang met the founder of Sequoia Capital, Mike Moritz, at the annual meeting of Sequoia China, and the American investment legend said, "Oh, I've heard of you, you're the entrepreneur who wants to make the rural people live in the city." ”

Tommy in the mobile internet for many years, starting from 2004 to do the SP, until 2009 to set up a love to buy a network, officially into the mobile, the current purchase of a large number of users from the Pearl River Delta region

Zhang said, before someone always said we do business is difficult to understand, but you look at the foreigner, at a glance can make the nature of the problem clear.

Zhang said the nature of the problem is that they do with the traditional electric power business is not a dimension, although all E-commerce, but the breakthrough point is very different. "This difference is different in the user's," Zhang said, "Now, whether it is based on the PC-side of the electric Company, or on the smartphone layout of the electric business app, are all around the so-called urban white-collar, and we, in the crowd completely break through this dimension, this is the ' three low crowd '." ”

In Zhang's view, the main solution for mobile power is three latitude problems. The first latitude is to innovate in the user group, trading PO is to go this route, is the use of ordinary mobile phone to access a number of new users, the past tools have not been contacted, the sale of PO is the typical representative of this type of electrical business.

The second latitude is the innovation of the buying scene. There are no previous purchases on the PC, only on mobile. "The PC tool is not going to be with you, because mobile phones and other mobile terminals, it is more than the time to cover the PC longer, there is your commute on the road, and even the toilet and so on the gap time can be covered, then in these times you can naturally set up the purchase of this feature. "It's something that PCs can't do," Zhang said.

"In fact, that means the wireless tool, expanded the cake, that is, to expand the e-commerce cake, the first is to expand in the crowd, the second is in the latitude of the expansion of time and the latitude of the scene has expanded," Zhang said, we through mobile this tool can reach more people, Because the penetration rate of PC in China is only 200 million, the penetration rate of mobile phone can reach 5, 600 million or more, this is the second innovation.

The third innovation is functional latitude, where the phone can make something that is never possible on a PC. For example, the PC does not have a camera, this is not standard, but the mobile phone standard. For example, the PC will never have lbs location attributes, mobile phone will have location attributes, and based on the camera is scanning and location, you can extend a lot of innovative points.

"I see this way, people do not go to greed, innovation management is a science, these three latitude, any latitude can make a very good company." We have always believed that the sale of treasure is only a representative of the mobile operators in the latitude of a case of innovation, good case. Of course, I'm not opposed to that. In fact, a company it can be at the same time in one or two latitude to learn, we actually do it, but do not perfection, some things are not a hodgepodge of things the best, our core and direction is in the user latitude to innovate. You said something about the time latitude, for example, like you are late, like the page I have on the client, to promote the form, with the handset manufacturers, and operators of us have, we have with Huawei and MTK have built the mall, we and China Mobile (micro-blog) are also talking. We and mobile phone manufacturers do not have to say, is that this is your cooperative operation of this form, form. But what is your mainstream? Never forget the soul of your company, we are serving these three low people. "Zhang said.

"The biggest feature of this group is the absolute purchasing power of low, but relatively high purchasing power." "Zhang said, as the three low crowd, this part of the group's absolute income is basically in the level of 2500 yuan to 3000 yuan, but unlike most urban people, they bear the economic pressure is small, not the housing slaves, car slaves, child slaves, the burden of small they dare to spend, although the low income, But most of them are willing to spend their money on economic consumption. "This group is the least worried about employment, they are not anxious to find a job." Zhang said that in the past 30 years of reform and opening up, the extensive economic growth model, especially in recent years, the state's support for agriculture, so that China's manufacturing of cheap labor demand has not fallen. All over the country in the development, the three low people do not worry about employment, job-hopping rate or even higher than urban white-collar workers, the first half to do buttons, the second half of the possibility of entering the electronics factory, for the choice of work, can and the villagers together, pay high, working environment is the decisive factor. Frankly speaking, these people have no income pressure, no pressure to pay, but with the same consumer demand, as the labor shortage, in the two years 2010 and 2011, their income generally increased by 50%.

In addition, this part of the group's common identity are farmers, with the protection of land, also represents the retreat. "Every month they spend dozens of or hundreds of dollars on their mobile phone, which is determined by the consumption structure because they have no other recreational life." "In the past few years, there has been no revolutionary changes in the PC, nothing more than the speed of the upgrade, but this is still far away for the three low people, when the urban population accustomed to use PC Internet, the three or four line of people only connected to the Internet in the way only mobile phones."

Three or four line city brand commodity prices are generally higher than the city price, because the need to go through more agent links, brand dealers layer price increases, the sale of PO, Amoy, such as the electric dealer compressed the middle chain, to manufacturers direct supply of the way, greatly reduce the price of goods. "The improvement of urban electronic commerce to people's living standard is 10%, our optimization is 40%, 50%." "Zhang said.

The old question: How to face the Giants

mentioned that the electricity business can not be bypassed Taobao, with the development of mobile Internet, Taobao, Beijing-east, Fank and other traditional electric merchants are also beginning to enter the field of mobile electricity. In Taobao, for example, total sales reached 11.8 billion in 2011, and the target for this year was more than 50 billion. "Wireless Taobao and PC Taobao strategically speaking is a relay between the platform, Taobao is part of the platform strategy, the purpose is to meet the needs of users leaving the PC Taobao." "said Lu Zhongtao, senior manager at Taobao's wireless division.

Wireless Taobao is divided into WAP end and the client two channels, this will be the user population has been roughly divided, WAP end and buy and sell treasure, love to buy the same low-end crowd, the client is to use Android, Apple and other smart phones as the representative of the high-end crowd. "Last year's wireless Taobao turnover of 45% from the client, but from the number of visitors, the WAP end certainly accounted for the most major people, WAP end and the number of visitors to the client than the basic is 5:1." Lu Zhongtao said that compared to the number of visitors and turnover ratio, the client's high purchasing power is generally visible.

"Wireless Taobao from the beginning is aimed at the whole platform to do, the initial presentation of the three low population in the main group of the situation is changing, so we will vigorously promote the client in the strategy this year." "Lu Zhongtao said that Taobao has been with the full brand of mobile phone manufacturers to achieve cooperation, this year shipments of more than 100 million smart phones will be pre-installed wireless Taobao client. According to the customer unit price statistics of 2011, the WAP end is lower than the PC end, the average is about seventy or eighty yuan, the client and the PC side are equivalent, more than 100 dollars; The ipad client's customer price even exceeds the PC side.

"Although the client is breaking out, I think it's still early days," said WAP users, without saying that even the iphone user's stickiness is not as high as the PC side. Lu Zhongtao said, now for the mobile phone Taobao, not too much consideration of the two or three-line city.

If you say wireless Taobao WAP end of the user crowd and buy and sell treasure, love to buy a network of some overlap, the client user is not the possibility of competition, the payment method is the decisive factor in this difference, in fact, even in the WAP side, this is also two experiences, because wireless Taobao WAP end, still use Alipay. "Our users are all from the WAP website and use the method of Cod." "Zhang said.

From the user Group attribute division, the purchase and sale of treasure users have no traditional consumer consumption habits, in other words, they are a group of directly bought and sold treasure education users, and wireless Taobao user group is showing the trend from the PC side migration. "Our users can also access the PC, but most of them are in the Internet café, in the Internet Café input Alipay, this is too funny." Zhang said, for the three low crowd, the Internet café is playing games, watching movies, on the QQ place, compared to the PC, they have a stronger sense of dependence on the mobile phone.

Purchase and sale of PO and love to buy the customer price is 250 and about 300 respectively, are higher than the wireless Taobao, which also directly explains the three low people's purchasing power is not low, this customer price even more than a lot of traditional PC electric dealer, because the wireless Taobao is still in the virtual goods from the transition stage, the sale of treasure, love purchase has been in kind sales. "The demand structure of buying and selling users is the same as that of city people, but there is a huge difference in the form of each structure." Zhang said, this kind of difference in brand cognition has the most intuitive embodiment.

"For the young people in the factories, the new generation in the countryside, the pure is the first brand they have in mind." "In the downtown area where they can reach in the 20-minute ride, there may be a 5-storey shop with a 300-metre distance and maybe another one," Zhang said. These people are brand, popular, the concept of price is incomprehensible to the urban people, the social structure caused the existence of this difference, can not explain, and do not need to explain, just as the general city people can not understand how a security guards in the cold room to sit for 12 hours, in these 12 hours what they are doing.

"We will not sell the first-line brand of goods to footwear for example, the price of one hundred or two hundred Yuan Anta, special step, 361 is our main footwear brands, Nike, Artie we are not selling." Zhang Yu said that the most striking commodity on the home page of the sale and purchase is the dozens of-dollar couple, the mobile phone with less than 500 dollars and 100 dollars of jewellery. "In fact they know LV, know Nike, Apple, but they only buy the ' brand ' they recognize." Zhang said that, in addition to the book's consumption demand is relatively low, the popular category and the traditional electric quotient is not big, mainly concentrated in clothing and shoes.

"If you think of them as a highly autonomous, self-aware user base, it would be a terrible death for them to use the method of urban people." "Zhang said, this kind of different most direct embodiment in the logistics pricing, buy and sell treasure originally learn the method of traditional electric dealer, commodity price and freight separate calculate, the result discovers the user does not buy the account at all. City man accustomed to the "brother of the Reckoning, a yard of a yard" mode of thinking and not suitable for the three low crowd, they have a strong vigilance for new things, if it is so complex, then fear will be cheated, goods and postage price This relatively "opaque" algorithm is more easily accepted. "Mobile internet shopping has never been a experience, for them can not afford any security and trust challenges." "Zhang said.

By comparing the four-quarter user survey over the past 4 years, Zhang found a data that delighted him, and 3 years ago, users didn't buy 70% because they felt insecure, and in the 4 quarter of 2011, the data had fallen to 40%. "In the last one or two quarters, the proportion of traditional electric-commercial city users choosing to pay for goods is on the rise." "The safety factor is still the main reason for the development of the electric business," Zhang said. Even in the sale of such sites, goods to pay has greatly reduced the user's sense of insecurity, but shopping needs to fill in the name, address, telephone and other basic information, or make many users difficult to form the purchase behavior.

The release of the user's psychological needs a long-term process, this is the objective fact, compared with the wireless Taobao, buy and sell treasure, love to buy this kind of electricity business faced with more serious problems, on the one hand, the PC Taobao cultivate a large number of online shoppers, the use of Alipay shopping people. On the other hand, as a representative of the electrical business, Taobao brand integrity is beyond doubt, users worry only from the point of view of mobile phone payment, personal property is safe. For the sale of treasure, love purchase, they face the integrity challenge is a further step, security is not to mention, the feasibility of the online purchase itself may be painted on the question mark.

The process of payment shopping is the core of consumer experience, with the continuous evolution of payment means, the payment process of traditional electric power providers is simpler than in the past, but it is not simple enough for the three low people. For example, Jingdong Mall, when the user selected a product, first to enter the shopping cart, when the checkout will require the mailbox registration (most of the three low people do not have a mailbox), the next step is to fill in the address: provinces, cities, districts, counties, and so on, to know that the three low crowd most of the use of the non-smartphone, on the In particular, Shanzhai browser, can not complete all the operations on a page, the user must open at least four pages, in the popular 2G network, this user experience is good or bad self-evident. "Our user base is half with a non smartphone, One-third is Symbian, and the remaining one-sixth of our technology can't measure what the phone is." "Zhang said.

"Our payment page has only one page, when the user selects the thing, enters the shopping cart directly, simply fills in the addressee's name, the address, the mobile phone number these three key information to be possible, the address bar is a text input box, does not need to carry on the province, the city, the district choice Zhang said that after the confirmation of the message, customer service will call to confirm the order, and then ship and enter the final payment link, buy and sell the purchase of PO and love Shopping Network, catering to the user's psychology, behavior, terminal conditions and many other factors.

New problems brought by new models

In the trading treasure commodity system, different categories of gross margin difference is very large, clothing and cosmetics, the highest margin can reach more than 50%. 3C of goods in the gross margin between 15% to 25%, because the customer unit price is high, sales can account for about half of the total sales, with network qualification of domestic brand mobile phone is the main category of 3C. But the sale of commodities gross margin can not be compared to the city, because the use of goods to pay the way, so the total price contains freight. The cost of logistics is far more than that of traditional dealers, "our gross margin looks higher than the PC, the actual number will be deducted almost 10 points." "Zhang said.

Cash on delivery not only makes gross profit look unreal, but it also brings a more realistic problem: the delivery failure rate of hundreds goods sold is as high as 15% to 20%. After the telephone confirmation of customer service, the goods are often found at the point of no one, "if our service flow without a call center to assist, but according to the approach of the PC, to an order processing an order, then our delivery failure rate will be as high as 60%." "In 100 orders, the manual phone service will eliminate 50%, and 10 of the remaining executable orders will fail to deliver," Zhang said.

Media is a weak media, users are primary users, all aspects of the actual factors determine the importance of customer service verification link. "Verifying demand is a great learning and you will find that they are in great demand, but they only describe part of it." Zhang said that, if there is no customer service link, and the implementation of all orders, there will be 60% delivery failure rate, this is a disastrous, unbearable number. But Zhang does not position the call center in an order-filtering mechanism and treats it as a service mechanism.

"A lot of people in the communication with the customer to clear the demand, increased trust, our users in a logistics, goods flow, information flow are not developed desert areas, they need this service." Zhang said that the three-low user group's own characteristics determined that they need sellers to explain to them the different clothes, shoes, the difference between the material, the use of mobile phones, and so on. After-sales telephone quality problem accounted for less than 10%, 90% of the user reflects the problem is not understand the product.

Because the user distributes in China's capillary layer, many places general courier does not serve, only the postal service is the entire coverage, therefore whether is buys or sells the treasure or the love buys, the postal service is their main partner, in addition also has the Shun Fung and the house to send urgently. "The Postal Service is not pure business, it can not afford, and logistics is a commercial organization, it is profit-making, they are willing to go to the one or two-line city delivery, because the population density, the intensity of everything, logistics is to rely on the distance repeatedly to calculate costs." Zhang says EMS now accounts for 60% to 70% of the total shipping ratio of love shopping, because to send to the township, so in the delivery time EMS president Some, "this group is not as late as the town group will return, they also hope to arrive soon, but never because a few days later will not." Tommy Cheung said.

Buy and sell treasure, love to buy a network may be the only way for users to buy a product, even if they can go to a nearby town to get the same goods, but from the cost of time and the price of the cost of the commodity itself to compare, this more than a few days can be tolerated. But the EMS can only cover to the township level, township level, for the really remote areas, users can only take their own, will cause many users delay to pick up the goods time or give up the situation, the goods will eventually return to the hands of the electrical business. "The loss of each delivery failure is the total cost of the courier company Collection fee plus freight, the total loss of 26 per sum, 27 yuan." "The three lower groups are obviously better served than the people who have refunds, claims and reports, and they have no choice," said Zhang.

Jing-dong, Fank are self-built logistics, and won a good reputation. "In the subdivision of the field of self-construction logistics I think it is possible, but the prerequisite is to have a very good user base and sales support, that is, small companies do not." Zhang said, although not as Fank as the logistics, but bought and sold in two years ago to establish their own brand. Buy and sell the current sales of clothing, shoes more than 50% are independent brands, accounting for 20% of total sales, with Zhang words, built independent brand is completely forced, because of the weak brand awareness, China's large number of midrange brands in their eyes have no concept.

"We buy branded products, a large part of it is to buy its advertising fees, but our users have never been the advertising and ripple." Zhang said that because of this reason, the middle-end brand of goods in the sale of treasure on the penetration, but the middle-end brand manufacturers will not because of the difference between the sale and purchase of the user group, which makes the sale of treasure in an embarrassing situation, that is, the cost of the middle end of the brand purchase, but the end of the brand to sell when users do not buy it.

"I take the purchase price of brand goods can not let my users know that this is the brand, then I simply push my own brand, anyway, is not know, but I sell can be cheap." Zhang said, "I went to talk to them about the price, not to talk about, then I do it myself, I am not buxinxie." "So the sale of treasure began with the major clothing, footwear factory to discuss cooperation, began to carry out the OEM sales, for example, a company such as the one with a single, can do the OEM business, they produce more than 200 years of production and design shoes, pushed to the market only about 100, the rest of the shoe type may be OEM sales, Because it does not have brand value, the price is naturally low a lot.

Zhang has always believed that the sale of Treasure's own brand is forced out, "I am not to build a brand, my goal is to be able to provide sufficient user needs, in my heart, I hope that a large number of Chinese brand manufacturers attach importance to this market, and cooperate with us, we do not do xiemoshalv." "Zhang said, with 80 dollars, so that users buy Anta, Li Ning the same quality shoes, is the original intention of buying and selling Bao's own brand."

This winter is not too cold?

"The sale of treasure from the operation is profitable, but if we want rapid development, we must do the up-front investment, if the rapid development, immediately can be profitable." Zhang said that this year, the sale of treasure needs to find more than 5 times times the current customer personnel, office environment, warehousing conditions, need to carry out a large amount of capital investment. Bought and sold in 2006, Xipei (President of Far East Group) Angel Investment, followed by the Sequoia (2008) and Tencent (2010) investment. "It's a number within 10 million dollars, which is definitely a little early. "Zhang said.

The origins of Xipei and Zhang are quite deep, and at the time of Zhang's venture, Chiang's investments have been made many times. "Our choice of shareholders is very critical, first of all, we need to identify the value of this matter, and then need to be able to bring money to buy and sell valuable things." "Zhang said," Sequoia as a veteran VC, to buy and sell treasure brought a wealth of entrepreneurial management experience in the capital operation, credit guarantee, business management and so on to give us a lot of help. ”

Over the past two or three years, a large number of capital into the field of electricity, many electric dealers easily get beyond the reasonable range of financing, in the unclear thinking, blindly burning money, and finally caused the bursting of the bubble. For this reason many people call 2011 the Electric business winter year, but Zhang has different views. "I don't think a vertical electric dealer, in the procurement of the advantages of a very small situation, and the cat, Jingdong new Open a channel what is the essential difference." "Zhang said," Buy and sell the treasure from 2006 onwards all the way, after all the changes in the Internet in recent years, "You can say I have a thick skin, but I really do not feel, no winter, no spring, for those who do not get the financing of the electricity business, less to burn some money, but became spring." ”

Love to buy the net in March 2011 to get the IDG and the Qing branch of the joint investment, a total of 5 million U.S. dollars. "I think this is an interesting business, but to show that this is a valuable market, it is not one or two words can be said clearly, to develop three or four-line cities, it is necessary to upgrade from the logistics supply chain, but the urgent task is to let users access to this service." IDG partner Gao Xiang said.

"I don't think there is a cold winter for mobile operators, because this is a brand new model, and the traditional electrical business is very different, do not underestimate the low end of the crowd, first of all, China more than 60% of the mobile phone is not smart, and this part of the population has been validated, is also willing to pay, based on these two, we invest in love to buy "Cuvedon, director general of the Qing Branch venture investment.

"The goal of love shopping is not just the three or four-line city, but from the three or four line, it's just a choice made in the light of market conditions." "Gao Xiang said," The goal is to do the best mobile business in China, the biggest challenge is when the scale is big, turn to do the city user market, can turn smoothly, is mainly the challenge of brand promotion. ”

Buy and sell treasure obviously and love to buy a network has different development strategy, although for the same type of electricity quotient, is a competitive relationship, but in the long run, even if the mobile operator's user base to the urban population transfer, the sale of treasure will still focus on the three low crowd, "Our goal will not change, I opened is a Chengdu snack, Wang Dan driving Mercedes to eat I will not stop you, But this is certainly the occasional, you will return to the South beauty, the Quan Ju de. Zhang said, the Internet virtual Service has narrowed the difference of people, but the entity consumption and the social stratum correlation degree, the district partition degree is very big.

"I know many of the electric dealers on the PC, not burning money, but also developed very well." Zhang said, there are several big sellers on Taobao, relying on this platform, to achieve a 200 million of the scale, realize the profit, with a down-to-earth and stable style to operate, "everyone has a different development route, if you want to get financing rapid expansion, I do not comment on right and wrong, I only know willing to gamble defeat." As the boss of the traditional electric business field, Taobao has also studied the sale of treasure, love to buy the target crowd, and finally chose to continue to do the original crowd extension services. "The crowd was so different from their crowd that it was too hard and too strong for them to do it, so I guess." "Zhang said.

If the sale of treasure and the traditional electric business have anything in common, we have to mention the big strength of the advertising, 2011, the sale of treasure in advertising on the launch of huge sums of money, "if who asked who in the industry to do the largest, do the earliest, ask the third party know." "Zhang said.

Limei Advertising is the largest mobile internet advertising company, "buy and sell treasure every month in our 300, 400 million of the advertising fee, tens of millions of a year, is our biggest advertisers." "Li Mei Advertising CEO Shuyi said.

"We want to put the ads into the current three or four line of a mobile phone as the main way of a user, so we next year a very important piece of work is the online marketing." Zhang said that the love purchase network has developed several sets of plans, the first is the factory around the canteen, because there is no conflict between the goods, love to buy the network will be posted in the form of posters publicity, and for each commissary to establish an independent channel number, distribution of coupons to workers, stimulate their consumption, through different channel number, will also give the commissary a certain proportion of the split. For non-factory rural areas, it is the use of more traditional paint-painting methods to promote. During the Spring Festival, we also cooperated with some railway stations and passenger terminals in Guangdong to spread out our advertisement. "said Tommy.

"Three low crowd market roughly 300 million people, this is a no burden, not used to save the 300 million people, the assumption that each person monthly income of 2500 yuan, consumption of 1000 yuan, a year to convert 10,000 yuan, which will be a 3 trillion market." "Zhang finally gave the" entrepreneurial state "reporter calculate such a account, with the traditional electric quotient of more than 10% of the proportion of urban population, if the three low people have 5% of the electricity quotient penetration rate, this will be a 150 billion of the market. "On this long road, we just have to do our own, if the speculators, in the course of long-distance running, sooner or later will lag behind." "Zhang said.