Only products will rely on a motley to create surprises

The current market value is 10.576 billion dollars. When the stock price soared, more than one muddy water agency tried to short and failed.

This is a magical website. It is not 58, it is the only product.

It is this site, in the domestic electricity market, to become a "flash purchase" of the Wasteland, to kill a way out, leading to the electric business giants scrambling to imitate.

In Shenya will only goods will business from luxury to two or three line brand Flash purchase, everything downwind. Since the fourth quarter of 2012 so far, only goods will always maintain a profitable and high-speed growth. And the U.S. listing is undoubtedly a low-key way to make money for the only product will do a perfect free publicity. Listing 2.5, market capitalisation nearly 33 times times. And when the stock price soared, more than one institution tried to short and failed.

The establishment of nearly 6 years, this is certainly proud of the results. Only product will be successful business model behind, is to buy hands, is a motley, is light logistics warehousing ... But the pursuers are ferocious and the electricity market has never been more unpredictable.

As the helm, Shenya is paving the way for the future. Whether the purchase of cosmetics electric business Music Bee Network, or a financial license to examine and approve, all proved in this competition, Shenya choose to master the initiative.

3 Financial licences

At the beginning of July, only the goods will be approved by the Guangdong Provincial Finance office, the small Loan company license. So far, the only goods council has got the factoring licence and the small loan licences of Shanghai and Guangdong.

As early as last year, the only product will be in the secretly layout of the financial business, in addition to the company set up a financial department, but also set up a factoring subsidiary and Shanghai, Guangdong, the two small loans companies.

"In the past two years after the listing, only the goods will hold a large amount of cash in hand every day do not know how to spend." So always want to have a breakthrough in the Internet financial sector. "A person familiar with the Quality Management weekly (Sina micro-blog @ financial Weekly, micro-credit public number Money-week) reporter said.

It is reported that only in the end of last year to get a factoring licence to set up a factoring company, for the platform on the Vue suppliers based on accounts receivable financing, the cumulative amount of more than 300 million yuan.

And this May only the goods will release the money, its CFO Yangdonghao said, only the goods will just get Shanghai's small loan license, the establishment of microfinance company obtained the approval of the local financial department in Shanghai, is expected to be formally established in two months. It is understood that only the goods will be set up in Shanghai Jiading Small Loan Company, registered capital of 200 million yuan, to this end set up about 8 financial team.

After two months, the goods will again receive the small loan licence of Guangdong area. It is reported that the local relevant departments take into account the characteristics of small loans, the approval of the goods will only micro-loan company for only goods will be wholly-owned, breaking the micro-loan company single largest shareholder holding no more than 30% of the provisions.

Only commodities will small loan company general manager Huiping announced, only the goods will be expected in mid-July will officially start operating small loans business.

It is understood that only the product will be a small loan design concept is mainly relying on the parent company only product will be the electric business platform, on the supply chain of suppliers and members of the two groups to provide financing services, there are 1 million yuan within the general benefits of small and 3 million-5 million of the mortgage loans around two design direction. The former high-frequency with borrowed, including the contract, complete through the online completion, the latter is aimed at high-quality customers, such as inventory collateral, and the operation of the bank is basically the same way. In addition, the loan rate for small loans is set at 7%-8%, and the bank's similar products are even lower than banks.

In this regard, Huiping has said that only the goods will microfinance companies initially do not consider making money, the purpose is to pull the main platform sales scale, sales scale expansion relative to do small loans yield will be higher.

In addition, the news that the only product will be similar to Alipay's Third-party payment platform, the hope that through the individual's consumer credit rating, to issue consumer loans, such as installment purchase car, buy luxury goods.

A motley creation of surprises

To do financial business, only goods will be considered to have sufficient capital. China's electricity business "ten power Nine losses", the only product will be the one to kill their way out of the family.

In the fourth quarter of 2012, when the New York Stock Exchange was successfully listed, it achieved its first profit. Until the first quarter of this year, only the goods will net profit of 26.6 million U.S. dollars, for 6 consecutive quarters to achieve profitability and maintain high growth.

Capital market, only goods will be called "Demon Stock". July 10, 2014, only goods will close to 187.16 U.S. dollars, relative to the first day of the rise of up to 3302.91%, the current market value of 10.576 billion U.S. dollars. More than one muddy water agency tried to sell short when the stock price soared.

Performance and share price strong, only product will be a constantly create surprises company.

Only the slogan of the product will be "a special sale of the website." And its earlier positioning is to do luxury, development is not smooth, immediately after the change strategy to flash the way to do two or three-line brand tail goods, the audience is mainly 234-line city 25 years old-35-year-old white-collar consumers.

Flash purchase, which is a special sale during limited hours. Only the product will regularly launch about 100 brands of goods, at the original price of 10 percent-50 percent of the prices for limited-time buying.

Only products will be mainly clothing, in addition to include the United States makeup, leather goods, home, small household electrical appliances, mother and child, and many other commodities. According to the public data, there are nearly 8,000 brands with only the products, and there are over 1100 brands with exclusive sales rights. Only product insiders said that the current sales of the largest mid-range products.

Guangzhou, a clothing manufacturer in charge told reporters, "In fact, with the only product will be very easy to cooperate." As long as you have a factory, have their own brand can find network agents, or their own talk to them. You see the only product will be so many brands, in addition to a small part of the real brand, which other brands you usually heard? Have you seen it under the line? ”

This is the only product will be the audience positioning in the 234-line city reasons. The owner of the clothing manufacturer said that the three or four-line city users less aware of the brand, is not so fastidious. So on the contrary, only the first-line city users are relatively few.

"However," the clothing manufacturer, said, "A lot of brands hold Taobao, the only product will be these online platform to do, but also really made a reputation." ”

"The only product will be consumer complaints are not authentic products, but only goods will be more stringent examination of entry, will allow suppliers to provide brand licensing documents." On the one hand, the relative guarantee of goods is authentic, on the other hand can also be cleared of responsibility. ”

As for the exclusive right to sell, a senior person in the industry believes that the only product will be exclusive sales brand is not a first-line brand, "well-known brands are generally more than one platform distribution, only goods will only be one of the channels, no one will put eggs in a basket." ”

Initially do special selling, due to fewer users, small orders, the only product will be more contact with the brand agents, sell the goods can not be returned and the purchase cost is higher. After the increase in the number of users, orders and cooperation brands, only the goods will gradually grasp the bargaining power, more and more powerful, in the purchase price down, while the remaining inventory can also return to the brand manufacturers, the risk of dumping inventory backlog, but also improve the user purchase experience.

Most users of the only product will have the same feeling, in the only product will return relative to other platforms is much easier, and return postage by the goods will bear. said the only product insiders told reporters, because of this, plus only the goods will be limited to buy, can be traded less goods, so the return rate relative to other electric dealers to high, in about 20%.

The so-called buying hands

At the beginning of this year, the only products will be tens input to win "I am a singer," the second season network exclusive title, and at the same time because of "where dad go" popularity soared male model Zhang, launched a "I am buying Hand" series of promotional activities.

Prior to this, the term "buy hands" was repeatedly mentioned in the commercial model of the sole product council.

It is reported that the only product will have more than 300 buyers, there is another way to buy more than 800 of its hands, divided into women's, men's, shoes, bags and other teams. The team first collects the brand, according to the price ratio, the group consumption characteristic and so on the preliminary framing commodity brand, then carries on the market popularity, the use appraisal and so on many aspects research, buys the hand to be different goods, the different brand carries on the comparison, and investigates understands the consumer to be fond of, finally

In the goods before the shelves, the buyer will be the number of products, regional distribution, price to make certain guidance. After the shelves, the buyer will also feed the relevant sales data to the supplier. With the only product will cooperate with the brand, the buyer will keep communication with them, according to their own situation for the brand manufacturers to provide professional sales advice or custom products.

Buy hands is the only product will be packaged a big bright spot. The industry veteran said the only product will be the so-called "buy hands" is actually its procurement staff.

It is reported that these procurement teams, in the only product will be within the "Ministry of Commerce."

The insiders said that only the Ministry of Commerce according to commodity category divided into eight departments, with a certain degree of competition between each other. Each department of Commerce itself is responsible for its own customers, and the client talks about the conditions can be carried out by the Ministry of Commerce itself. But the product will be on the homepage of what goods, who put in front of who, and a special department in the planning.

And the only product will be another internal staff told reporters, "they are very concerned about their own responsible products in which position." Of course, it would be good if you had a better relationship with the person who planned it. ”

And the aforementioned only insiders also told the Financial Weekly (Sina Micro-blog @ financial Weekly, micro-letter public number Money-week) reporter, only the goods will be really used to buy the hand, is generally to buy foreign products. "The real buying hand basically is the company system, these buys the hand to buy the custom to be in the warehousing, buys the commodity generally is very expensive, Men Men commodity." ”

It also revealed that there are dozens of companies, including some international buyers, who will provide "buy-hand" services for the goods.

Warehouse Logistics Light Weight

Another major link in the electric industry chain is warehousing and logistics.

Only goods will be sold by the supplier of all goods not shipped by their suppliers, are first to enter the only warehouse, the goods will be unified delivery. At present, only the storage center of the goods will mainly rely on leasing. It is reported that the only products in South China, north China, east and southwest have 4 storage centers. By the end of 2013, 4 storage centres had an area of more than 300,000 square metres.

Because the only product will be "flash" mode, its warehousing are fast forward fast out of management, can not be sold out of the product will be quickly returned to the manufacturer.

Distribution, the only goods will be with the Third-party logistics companies. From the storage center to the transport between the cities, the same area only goods will be packaged into a logistics company to distribute to the central city. Then, only goods and more than two local express company signed, by these courier companies two times to the hands of consumers.

A few big electric business platform compared, the only product will be same as the day Cat, courier to third party responsible.

When the logistics operated by China Post, in 19 cities have the day service, 158 cities delivered the next day, in 766 towns have returns, replacement services.

Jingdong has its own logistics, more than half can be delivered on the day or the next day, as at the end of 2013, in 31 cities can be served on the day, 206 cities on the next day delivery.

Therefore, the only product will be with the cat's logistics experience is inferior to the Jing Dong and when. According to Guangzhou, a number of users in the only goods will be shopping, said, "Only the goods will express generally two or three days, but also the next day to receive the goods, but relatively few." ”

In order to ensure the quality of logistics, only the goods will be in 2014 logistics investment will announce the National Logistics Business Express freight rate per single increase from 6 yuan to 6.5 yuan.

After that, only the senior vice president of Tang Tanji announced more high-profile, "next June will be completed by the logistics of the system, then 90% of the order will be the only goods will be their own distribution." ”

Heavy line and Challenger

Since the construction of logistics, its own attention to the line of the only products, and to the direction of heavy assets took a big step.

Unlike other electric dealers, it has always been the main focus of the product will be placed online. Regardless of the weight ratio of logistics, is the 300 people buying team, or its binding of thousands of brands. But compared to these offline content, the website of the products will appear too shabby. Some people even think that the only product will be the shell of the electric dealer to do the traditional industry.

According to the trading data of the Product Council, only the 4th-quarter operating costs of the Goods council in 2013 were 130 million U.S. dollars, up 108.6% from 64.12 million US dollars in the fourth quarter of 2012. The quarterly logistics costs accounted for 11.2% of the revenue, marketing costs accounted for 4.4%, administrative costs accounted for 2.2%, technology and content costs accounted for 2.7%.

Through the cost data can be seen, only the product will be on the line of technology and content investment is small, not very important.

In the only products will be the official online, large categories only for special sale, love and luxury and only three parts of the group, and its main special sale on the page, but also only the homepage, the special sale of beauty makeup, children's special sale, home special sale and five columns on the line tomorrow. User Login In addition to see the introduction of goods, can only find shopping carts, orders, and simple brand collection. Compared to Taobao, Jingdong, when, Amazon and other electronic business interaction and social functions, only the site construction is thin.

Although still at the time of the first spot of special selling, and business rally gratifying, but the product will still far from laughing. Due to the special sale of this fat in the face of limited hours, the electric business giants have been chasing wildly.

2013, the electric dealers are concentrated exerting force, the cat in the "brand special selling" based on the introduction of a new "brand special selling Platform"; No. 1th Store's "famous special sale" changed to "1th Flash purchase", Dangdang on-line "tail goods sinks", Beijing East launched "Beijing-East Flash Regiment" and "Beijing-East Flash purchase".

But the electric business giant certainly has the more perfect platform superiority. In this respect, the only product will choose the expansion of the number of brands and categories, mainly to clothing, the category will expand to the luggage, footwear, beauty makeup, jewelry, home, mother and child, travel and other fields. The expansion of cosmetics through the acquisition of the music Bee network to achieve, is the only product will be the next category layout focus.

However, the only product will be a cosmetic agent told reporters, "tail goods are generally non-standard goods, and cosmetics are standard products, there is no tail goods." For platforms, they don't want to produce more than 10 months of goods. "As the only product will be the first batch of cosmetics agents, it said," only products will make cosmetics more to occupy the site, its main force is still in the clothing this piece. ”

Deep in the garment industry Shenya do clothing special sell quite a set, buy hand team and professional customization is its implements. But this is difficult to apply to the standard cosmetics industry.

And the lack of internet genetic products will be how to be in the four containment to kill a way out, continue to dominate the throne, but also under deep Kung Fu.