Pioneering State magazine: The Secret of a fast schoolbag

Speed is the biggest feature of Han Shu package, how does it do?　　Wen/Leslie Photography/Wang Xialin as Dangdang United President Guoqing's study, Xu Zhiming also began the online bookstore journey. Before, he ran 15 years of advertising and design professional bookstore Dragon Media, which advertisers will inevitably patronize the bookstore. The professional characteristics of the dragon medium determine its size will not be particularly large, but stable and healthy. For many years, Xu Zhiming has lived a life of eating and drinking, putting more effort into the growth of two of children. Xu Zhiming and his co-founder, his wife Gao Zhihong, also co-authored the book "I Love to do bookstores," sales are good. This kind of life status let seniors guoqing is very envy. Still, the couple who love bookstores and books have been looking for a new way to sell books. The reason is the Secretary-General of the Working Committee of the Non-state-owned book industry, a five-year Chinese Publishing Industry Association Xu Zhiming contacted a lot of publishers, distributors, all think the existing book distribution channels are very problematic, renting a bookstore has no future, "there is no new distribution channels and distribution routes, more business potential and business prospects?" More pioneering?　　"After more than a year of preparation, the fast Bag website was online on June 9, 2010. A small variety of entrepreneurial impulses come from a business trip. That night, when the couple finished reading the books with them, they were bored, thinking that it would be nice to have someone deliver the book in a short time.　　Since no one is doing it, both of them have figured out how to offer a book service to the hotel's visitors, how to make it in the hotel-intensive area, and how to deliver it in half an hour or 20 minutes. Besides hotels, do local residents have such a demand? Xu Zhiming and his wife gave a positive answer. After several discussions, the idea evolved into a current bag--an hour of distribution, sales of selected books on the Internet, because only a small number of books can be achieved quickly, only to achieve the management of smaller warehouses, or within an hour can not complete the distribution site stock, order Processing, to packaging shipments, sent to the hands of customers. And the core customers of the fast schoolbags are located in the urban centers of the working population, no matter which way they work, the age of 25~50岁, every year from the Internet to buy books more than 10 times.　　Because they buy more times, they can transfer some of their purchases to the "quick" advantage. The "less variety" advocated by Xu Zhiming before the site was online was the popular bestseller of the moment. In cinemas, fitness centers, cafes and other places, the test shows that the sale of particularly large best-selling books may not be its core customers of the regular shopping list. Buy more people, on the quality of the book more picky, Xu Zhiming slowly summing up experience, gradually set 20 book types and more than 100 keywords, according to the keyword to purchase.　　His goal is to do 400~500 kinds of books, now nearly 400 species. In addition to his wife, and Dangdang's former senior director of the book department Len Lei, she is responsible for the selection, procurement, book customization. Xu Zhiming said, quick schoolbag this risk is big, stimulative strong thing does notSure, but the groping process attracts Len Lei. Three people often argue for a long time about whether a book can enter a small storehouse of fast schoolbags.　　For example, Len Lei love to read a novel, to a lot of novels, the novel is also a large number of Dangdang, basically do not read the novel Xu Zhiming not agree with, so the novel began to be less varieties, and later the data show that novel books are very popular, so the corresponding varieties added. Fast speed on the book selection of the last four months, other factors are also changing, such as delivery time from nine o'clock to nine o'clock in the evening, seven days to send the arrangements, adjusted for the early nine o'clock to six o'clock in the evening, 6th canceled delivery, the most important adjustment is the small storehouse how to set up. The basic configuration of the small storehouse is a computer, a telephone and a printer, as well as a 3~4 courier. Customer Service center received orders after the network transmission to the small warehouse, delivery staff directly print, take the list on the action. Every small warehouse is equipped with all the books that the quick schoolbag offers.　　This small storehouse of setting makes the quick schoolbag is different from when, the outstanding "center storehouse system", really fast up. At first, all the books were piled up at the distributor's house. Xu Zhiming will be the center of the city of Beijing four 100 square kilometers into 30 pieces, 30 distribution staff each side. In his view, the smaller the area to send faster, for this reason, when a piece area covers four square kilometers, that is, the point as the center of the area to walk in any direction not more than 10 minutes. Soon he found that the arrangement was less flexible. The distribution of a distribution is problematic if a distributor is sick or is absent from any other event.　　And he also found that sometimes this area can not recruit people, the area has two people willing to do, this is the design area of the time did not think of. Adjustment also because of the July 6 Han Cold published "Solo Regiment" the inaugural test of the fastest schoolbag distribution peak, more than 1000 single time exceeded the distribution capacity, resulting in a fast bag logistics paralysis. July 10, Xu Zhiming quickly reacted, began to rent the warehouse, the area to become larger. In the past, three or four people sent the pieces of the area into a warehouse, each section set up 4 people around, staff at any time, flexibility is very strong. There is no change in the number of employees. When the fast schoolbag to Shanghai, Shenzhen, Chengdu Market, the model is completely this central warehouse system. "This kind of adjustment for us is very big, is the distribution mode is changing." "Xu Zhiming said.　　He has done calculations, in the current Beijing more than 30 areas, as long as each person sent 6 orders per day, can cover the distribution costs, and each day to send 20 single, you can have a certain profit space. The urgent need for book consumption may be just a created demand, and users do not need to pay more for it, so that the pleasure of shopping behavior will increase greatly.　　But there is still time to prove how attractive this pleasure can be. Good Word-of-mouth "June 9 opened the day customers no strangers. "Xu Zhiming said. That day he started texting, sending e-mails, sending MSN, inviting people he knew within the delivery range of a fast schoolbag to buy books and give them a job--Feedback questions. Xu Zhiming lists a lot of questions for friends: Pinch table records from the next to receive the product how long it takes; the delivery clerk wears no overalls, wears a hat, the delivery clerk is ready for change, or whether he has used a blue calico package when he delivers the book (now Blue Calico has become the sign of the quick schoolbag); whether it is polite to open it in person ......　　Testing found many problems, such as web site information is not fluent, such as the absence of leaflets, especially serious problem is not prepared to spare change. Now, Xu Zhiming through the micro-bleomycin to find the problem. He claimed to be very good face, in his "I Love to do bookstore" is always stressed that the book, so that customers are happy to repeat the consumption of the bookstore, but also to help bring customers to, is the benign interaction, to long-term, Word-of-mouth is the Dragon Medium 15 long operation of the secret.　　He also hoped that the Han Shu package can unite the customer, lets the customer have the sense of belonging, keeps buying, also is willing to spread. Starting from June 10, there are unfamiliar customers "to the door." Fans of these friends follow quickly as his friends send their experience of a quick bag to Twitter. At first they had the one-hour promise of questioning or suspicion, the test of a fast schoolbag, and then the purchase became a topic, and they began to share the joy with their fans. This strengthens the Xu Zhiming confidence, also is speeding up the pace of the rapid development of schoolbags. Xu Zhiming also found that his customers had a high rate of repeat purchases and many names would repeat themselves. From the microblog, some customers are always talking about what books they bought in their fast schoolbags, and they are happy to share with their friends the experience of buying books in a fast schoolbag and their views on books.　　Weibo has become a good way to promote fast schoolbags. Because just start, on the promotion of the fast schoolbag Xu Zhiming is basically to consider to spend less or even do not spend money. The first to be included in its planning is SNS website, word of mouth is particularly convenient.　　Next, he plans to work with a number of commission-type sites, such as parity net and so on. But order growth is not ideal, as of September 28 orders are not enough million. Xu Zhiming The result to be too optimistic about his future expectations. According to his original idea, next year the fast bag can do 100 million yuan, but the execution is not as smooth as imagines, now he targets the target to 30 million ~4000 million. Still, the way the Internet is entrepreneurial is Xu Zhiming. Do not need too many social intercourse, he usually does not go out at night, time can leave to the child, in the time that takes care of the child eats water, he will take a look at the user's evaluation and criticize, quickly make reply and deal with, Micro Bo is one of his service channels.