On the line, we opened the dialogue, the CEO of the electric business famous

Fixed opening remarks: There are China's electric business "Davos Forum" reputation of the revamping of the annual meeting will bloom on August 28 this year! Unlike in the past, this year, "iconoclastic", online we opened the dialogue with the CEO of the "Send the annual conference through-Train", through dialogue with them, from their past year's changes in the future of China's electrical business Change Bureau.

The third issue of the "Send revamping business conference through-train" dialogue CEO, sent the network has been fortunate to invite the Great Park CEO Mr. Zhiquan.

Cut to the chase.

2006 Zhiquan founded the Bowser Net, 2012 by the Gome wholly-owned acquisition, the same year, August 28, the online line, he began the Second Life of entrepreneurship, focus on home textile field. Last week, the network successfully completed the B-round million-yuan financing, the two rounds of financing accumulated nearly 100 million Yuan capital injection. Unlike other vertical operators, Wang is not blindly pursuing speed and scale, he is optimistic about the "slow pace" of the electric Business: "The electric business should stop to think about how to" spin down, spin down, does not mean stagnation, but can calm down in a subdivision of the field plowing, do the strongest. ”

The healthy growth of the "slow" behind the product quality, service extreme demanding, in the dialogue with Zhiquan, he not less than 10 times to emphasize the "extreme", will be permeated in every aspect of the park. It can be seen that Wang is a "extreme crazy", mainly embodied in his quality-driven brand theory.

In response, Intel co-founder Grove in his autobiography, "Only Paranoia can survive", whether it is "focused strategy" or "diversification strategy", from the business philosophy level, the core of its success lies in "Focus" and "unique."

Standing in the dream station of the electric business entrepreneur, Zhiquan in the CEO speech link of the revamping annual meeting, he quotes "three body" in the sentence: "Ignorance and weak is not the obstacle of existence, arrogant is." As long as you lay down your arrogance and study hard, there are countless opportunities today. ”

Let's go through the following dialogues to get a fuller understanding of the Great Park and this "extreme madness":

sent on behalf of the Business Road: Park in just completed the second round of financing, the cumulative injection of funds nearly 100 million yuan, "ammunition" is sufficient to increase the line under the store investment, but last year to listen to you said to do offline experience shop, the current progress? If you think of the storefront strategy as a O2O business, how can you combine it with your online business to make this "combination fist"?

Zhiquan: For now, after our financing, the funds are mainly used for our product development and production, not for the next shop. We line the store now has more than 10, using the model is mainly to our fans and our service providers to join the main, we should be together line of the online as a linkage. He should not be O2O should be o with O, should be accompanied by a relationship, we now line online is completely the same price, but also the same price, the goods are the same, to serve the main.

Send on behalf of Business way: Remember you said, hope to make a small minority brand, not to the public, how to understand?

Zhiquan network: About "small and beautiful" This problem, because now this era, each consumer has a strong consumption capacity, demand is also more abundant, which requires your (brand) positioning to be very accurate, targeted at a group of people to his needs research to the extreme, Is that I studied a group of people to their requirements you can study very very extreme, the development of the transfer they very much like to have a very strong difference in the alienation of goods, that is, I said the minority. As for whether a group of people like or a large group of people like, this is only a result, but from our business or from the reasons for our products, we hope to be a part of the needs of people to meet the ultimate.

Send the way: The Great Park has been emphasizing quality and product experience since its inception, what are the ways in which you can enhance and protect your quality and experience?

Zhiquan Network: About our quality of goods and experience of protection, then we are the core of the park to do these things: we say that the goods are not bought hand system, our products are our own design and even from the process have done a very strong control. We have a principle is the supply chain is not able to control the merchandise we are not cooperative, so that even our factory process, we have to do a strict requirement for the use of raw materials we have made strict requirements, independent research and development design, and thus have the process of protection, thus controlling its quality.

is very important in the user experience, park from the beginning of the business, we have already started 30 days unconditional return, when the state-related laws have not been promulgated, our unconditional exchange is not only you have no use, no open bag, no washing, no cut price. Our unconditional return that is really unconditional returns, you wash used, found that there are not satisfied with the problem we can return the replacement.

Send a business way: A big park user feedback, Big Park towel material is very good but too thick, wet water use very inconvenient, you found this problem? What is the reason for this design theory?

Big Zhiquan: About the thickness of the towel, because a good towel body is mainly reflected in its material to have good fiber, its weight on the high, it's better water absorption, so it must bring a contradiction, good fiber absorbent fast, absorbent water more towels it must thick, this is a contradiction, In fact, we have also found that users in southern China will feel that the towel is not easy to dry the problem, we are also increasing the development of a more slowly dry a thinner towel to adapt to this market.

Send on behalf of the business Road: The beginning of the year, you take the initiative, send micro-Bo accused van Eiderdown from planning to sell plagiarism creative, if the face of more abundant home textile giants attack, how to face?

Zhiquan: I had a eiderdown with a brand at the beginning of the year, not from his creative plagiarism, we welcome more friends to join together to do formaldehyde-free, fluorescent brightener, no carcinogens such a team to come together to provide high-quality goods, this is not a polite is sincere first, We hope that the whole market will be bigger, so that consumers enjoy better products. And the reason we're doing this is because they don't actually do it. I am afraid that we do not seriously do, these ideas to do bad, so that consumers no longer believe that we business, which is a whole industry is a hurt.

The so-called giants enter, actually the park is now not a home textile brand, we are a living textile brand, our products in addition to the traditional bedding is four pieces of bedding sheets, blankets, and towels, we also have home clothes and underwear socks slippers and baby products, it is not with the home textile brand competition, And our style is also different, home textile This market is very big, we all have their own unique style, have their own piece of heaven and earth.

Send the business way: "The road is simple, returning to Innocence" is the brand tone of the big park? In the current market environment, a lot of businesses in order to get the flow of sales, catering to the big platform to do promotions, resulting in a lot of brand hidden injury. How does the marketing strategy of the park be coordinated with the brand?

Great Park Zhiquan: We rarely do this kind of explosive suicide, I think it is meaningless to get customer marketing campaigns. We have a very high price/performance ratio, we have only 30% or 40% of the gross margin, in this industry from manufacturers to consumers throughout the whole link is seventy or eighty gross profit, our price ratio has been very high, so our sales are relatively stable, I think the most often sales lit up, We do not have to rely too much on large-scale promotions and holidays to volume, such growth is very unhealthy.

Send the way: At present, the category of the park has been involved in home textiles, home apparel, baby, etc., in the category of expansion, what is the idea of the park?

Zhiquan Network: About our category expansion, in fact, we have an inherent logic, as mentioned above, we only do personal textiles, the safety to the extreme, because only personal textiles need to be so safe, to consumers have more value, which is also good at the park, We are the safety and comfort of natural materials as a great feature, we are relying on this demand to do the development. So the park only do close-fitting, we can see that the bed is personal, towels are close to the skin, we do home clothing is personal, we do underwear, including our baby products are only underwear this part, close to this part, resolutely do not make a coat.

Send on behalf of Business way: Big Park is your two times pioneering work, combine electric business industry big Environment Change, this time own brand pioneering process and the first time Bowser channel to start a business compared, have the same feeling?

Zhiquan: Make the product and do the platform is completely different two kinds of style, to do products more need is a bargaining game such a capability, and then do the product is you do a good job of quality, the two are completely different, the need for the ability is also a complete difference, the pursuit of the ultimate is completely different.

In April this year in Zhiquan wrote the "Electricity quotient of" the road "said:" The future of the electrical business Road, must be relieved to do a good job brand, when the big electric platform can not solve all the problems, the vertical type of electrical business opportunities came. To make products and subdivide the market, so as to delineate their own user groups and ecological circle, in order to get rid of the electricity dealers savage "price war" cycle. The future development of the electric business, if the focus on "fast and Slow" adjustment and control, will emerge a more mature business model. More and more "small but beautiful" gathered, in order to enable enterprises to more accurately grasp the core needs of users. This, I think, is the best explanation for the opening phrase, "We don't want to be a household name."

On behalf of the Commercial Road: Now, in the mobile internet, social media prevalence of the background, you feel that private brand entrepreneurial opportunities and difficulties are their respective?

Great Park Zhiquan: I was in this mobile internet and since the media of an outbreak of that era, his entrepreneurial opportunity to feel that you do a good product, the experience of service to achieve the ultimate, consumers will help you spread, that is, good products can impress consumers, good products will speak, will bring consumers a spread, This is a huge opportunity point and is also a new flow of dividends. But their difficulty lies in whether you really can make the ultimate product, is not really able to let the feeling of consumption to its ultimate, so that consumers produce screams, the next time willing to spread for you, this is really very difficult. It is not only to be qualified or to do well, he must do very well, very good, extremely to be able to.