Pioneering state: Electric dealers

Pioneering state: The electric dealer heterogeneous two Wenzhou people, the traditional business origin, three years to build 1 billion level of the enterprise, their secret is what?　　_ Interview/Fanghao Zhengjiangpo _/Hodon _ Comics/Xiao Heng _ photography/Liang According to the industry estimates, no accident, 2011 only product will (Vipshop) sales revenue will easily break through the 1 billion yuan mark.　　This figure not only allows it to continue to sit on the position of the boss in southern China, in the national context, it can also make it the second only to Van Gogh's vertical clothing consumer (Macaulay has come from the call center and offline entity stores revenue). For China's electric business industry, 1 billion yuan is not an astronomical figure: the total amount of financing more than 1 billion of the electric dealers, sales revenue across the 1 billion mark of the company every year in the birth. But the product will have its own differences: first of all, when a lot of capital and entrepreneurs rush to the luxury of business, the only product will be on the two or three line brand more and more strong operation and appeal; when others try to sell the luxury goods of more than 1000 yuan to China's so-called new rich class, only the goods will pass on two,　　Three-tier city infiltration to obtain a large number of "ordinary users" support. Second, the only two founders of the product council are the typical Wenzhou businessmen, do the traditional trade started, without any electric dealer and internet background, they to the French VP (Vente Privee) and the United States, such as the gilt, such as limited buying site worship has added, but not simple imitation, but with a unique play to the only product will be hit　　China's largest brand discount website. Again, the only product will be far away from the Chinese electric business industry's hottest three "rivers and lakes": Beijing, Shanghai-Hangzhou, Shenzhen.　　Pianan Yangcheng, rarely received media interviews, not to participate in the industry forum, refused peer invitations, not so much that this is the only product will be two founder of the beginning of the establishment of the "rules", rather than Wenzhou people's unique "stuffy sound fat" character. Wu, an angel investor who has been involved in the creation of Alibaba, invested in hanting, concentrating technology, and other well-known items such as beauty products, said in an interview with the "entrepreneurial state" that he regretted that "the only thing that has been missed in recent years is the company that I feel sorry for."　　"2009, Wu would have had the opportunity to invest only in goods will, but because of" too high price "and did not talk about, and so determined to vote, VC has come in," there is no chance. " "Only products will most likely be the first listed in southern China's electric business enterprises." "Senior electric Business person, Huaqiang North online vice President Shangxiang to" entrepreneurial state, "said. He had seen two founders at the beginning of the creation of the product. "To tell you the truth, I was not particularly optimistic about them, you talk to them about the electrical business and the Internet, nothing, no know." "The layman's identity does allow the only product to experience a roller-coaster transition in the field of electrical quotient, but it is not the origin of the founder," he said. "The nature of business is similar, as long as you work hard enough to learn." "These two Wenzhou people on the commercialUnderstanding is very tacit, as they always in an office of a long bar office. Rich is a minority, the two or three-line city is the public Shenya, Hong Xiaobo, in 2008, before the creation of the only product will, the two people have more than 10 years of business cooperation experience, in simple terms, their foreign trade business is the offline version of Business-to-business: Shenya is responsible for the coordination of communications equipment manufacturers, organization sourcing, Hong Xiaobo responsible for Europe's channel business, Agents。 It is said that 2000 years or so, a domestic 5 yuan mobile phone accessories, in Europe can be sold to 5 U.S. dollars. "Most of the profits were eaten by intermediaries and agents in the middle, and Chinese manufacturing was actually expensive in the hands of consumers," he said.　　"Hong Xiaobo said. The business was at least ten years old, and they didn't find out that the business of the foreign trader was so hot in the future. But this accumulated the first bucket of gold for them. Before and after 2008, two people successively went to the Yangtze River Business School to study, began to ponder the domestic to have any entrepreneurial opportunity. At that time, Hong Xiaobo, who lived in France, traveled between Beijing and Paris every month, and a professor later said to him, "You spend more money on the Yangtze River than you do for your tuition!" "The key is where the opportunity is." Like many domestic internet entrepreneurs, Hong Xiaobo and Shenya adopt the simplest "routines": Look at the popular websites abroad. But two people did not feel the internet, until one morning, 7 o'clock woke up Hong Xiaobo found his wife is concentrating on the internet, thinking: "Sneak up so early to the Internet, she want to do?" "A look to know that the original wife is on the French VP buy discounted brand-name clothing." The French VP is the first of the electric business field of famous brand snapped up the site, almost all the world's famous brands of clothing, selling points have two: one is brand name, the second is cheap. But users are required to snap in at "Specified time" login. VP is usually on sale from 7 o'clock in the morning, some people have laughed that the VP of the emergence of a great extent to change the French and even the vast majority of middle-aged and young women in Europe, but this is also a famous time to buy the charm of the site.　　Hong Xiaobo and Shenya seem to see a "hard demand". Shenya first in the circle of friends around the market research, such as asking his wife's friend, his friend's wife, "if the online sale of luxury goods, you are willing to pay for it?" "The respondents were basically the wives of the rich, and the feedback was very positive:" We're really looking forward to it! "It makes Shenya and Hong Xiaobo very excited. In the Spring Festival of 2008, they immediately formed a team and built a website. Shenya and Hong Xiaobo the direction is very clear, is the luxury goods limited to buy the website, they want the French VP, the United States gilt model completely copied to China. Generally speaking, the luxury site is a competitive threshold of sourcing, but this is not a challenge to Hong Xiaobo, with his work in Europe, life for many years of network accumulation, supply is not a threshold. Moreover, he and Shenya have an advantage: not bad money. It was said that they went to Europe to pick up goods, under the millions other orders, and some brand agents thought that these two are to sweep the goods, straight sigh"The Chinese are really rich". June 2008, the only product will be officially online. The former wives group did not let Shenya and Hong Xiaobo disappointed, they became the only product will be the main users, but the sad also lies in this: willing to pay the bill, the basic is this dial people. Shenya and Hong Xiaobo not give up, learn at that time Luxury web site popular online special selling mode, rent a hotel or shopping malls, make special sale, soon they found, came to spend or the group of Wives, and online sales sometimes better than online selling. "Originally want to play an internet, now and put the stall what is the difference?"　　"Shenya and Hong Xiaobo feel the development of things a little" strange. Even more let Shenya and Hong Xiaobo laugh and Cry is, the members of the wife Group is also very enthusiastic to join in, from time to time to call them, warmly asked when there are new products come in. "We are not all the time to coax Guangzhou to play the Broad ladies?"　　"About three months later, Shenya and Hong Xiaobo decided not to play anymore, because if only a few orders a day, even if the customer price is not enough." At this time, a data on Taobao changed their minds. Taobao's annual deal was close to 100 billion, but its average guest price was only 80 yuan!　　This and the only goods will be thousands of dollars in sharp contrast to the customer unit price, which also let Shenya and Hong Xiaobo began to think: is to make a very small number of "big money", or make a majority of the "penny"? "Now look back, it was a little early to sell luxuries online." Hong Xiaobo also remember the Yangtze River Business School students group to play in Paris, and then many female students went straight to the major luxury stores, large bags of crazy shopping. "In fact, they enjoy the kind of process, the kind from the store out of a variety of luxury logo packaging bags, that is how the style ah!" This online shopping is actually not experience. "Only 20% of China's 1.3 billion people are shopping online, this is a very small market, because it is only a small part of the total retail sales of social goods, now generally think that the data is 3%," Shangxiang said, "If you do this niche market within the niche market, That is to do only accounted for 2% of the share of E-commerce luxury, at present, it should be completely unworkable. From a commercial point of view it's not yet. "By the end of 2008 years, the only product will start to try to sell some of the domestic two or three-line brands of clothing, are some names are very flavor but downright Chinese brands." The effect soon appeared, the first month of orders from several to dozens of, and then rose to hundreds of, at this time the customer unit price also began to maintain a level of about 300 yuan.　　By March 2009, only the sales of goods will increase sharply, cash flow also began to be healthy. Up to now, the sale of the men's clothing including the United States Granville, Jin Li to this old brand, while sporting goods, selling a good number of brands are from Fujian Jinjiang. "I don't understand, perhaps it is that these brands in many of the two or three-line city stores more."　　"Hong Xiaobo said. Right nowOnly goods will be clothing sales, domestic brands and international brands accounted for 50%, north to Guangzhou and other first-tier cities occupy the total sales of 30%. "The rest are from the two or three-line cities, even some small towns and villages."　　"Hong Xiaobo said. In Hong Xiaobo's view, this is related to the Chinese understanding of the brand. "In the hearts of Europeans, there are only two real luxury brands: Gucci (Gucci) and Love Hermès (Hermes), in fact, most of the brands sold by VP and Gilt are not luxuries, and in the eyes of foreigners, they are the same kind of clothing, they first figure is cheap, followed by the brand," Hong Xiaobo explained, " But for the Chinese people, the clothing area luxury brand no less than 10 kinds, almost hang a foreign name, the advertisement is turned into a luxury. "Only the goods will seize the domestic consumer of this mentality." "What is brand name in China?" Many of the two or three-line city consumers are often based on the door of the mall there is no store to judge, there are shops called brand name, no is not. "Shenya said.