Public power business is in trouble yoho! the goods announced to achieve profit

Silicon Valley network in the face of the vertical electric business is facing a profit dilemma, a trend of the power of the yoho! to announce a profit.


　　


yoho! has goods belonging to yoho!. Yoho! was founded in 2005 and headquartered in Nanjing. 2008, began to do community business, and expand E-commerce platform yoho! have goods.


　　


yoho! the goods do not want to be affixed to the label of the vertical electric quotient, but the concept of "distributor". Yoho! has the goods Vice President Cong This introduction: Vertical electrical business is in a certain category of deep digging, such as home textiles, footwear, cosmetics, the user group will overlap with each other, and the distribution of electricity business is to do a group of people's business, yoho! 4+1 line of business is surrounded by a group of people come.


　　


these four lines of business refers to the "yoho!" and "yoho! female journal" magazine Media, Yoho! community, Yoho! has a freight forwarding website, as well as yoho! independent brands. In addition, there is an annual line yo ' hood activity for the tide people.


　　


in foreign countries, the same trend of the power of the Japanese fashion manufacturers Zozotown, the British trend of the electricity quotient ASOS. According to media reports, Zozotown's annual sales of about 50.06 trillion yen (about 303.8 billion yuan). ASOS2012 sales of about 538 million pounds a year ago and is expected to reach 1 billion pounds (about 9.454 billion yuan) in 2015.


　　


Zozotown and Asos have shown interest in the Chinese market. Asos earlier announced that it will launch its Chinese website in October this year to fully enter the Chinese market. Zozotown closed the cat store this January, but officials say it does not mean zozotown out of the Chinese market. According to people familiar with the matter, Asos had with yoho! goods to discuss cooperation, but the two sides did not talk about.


　　


has been validated abroad. In the Chinese market, yoho! How to do the business of a group of tidal people?


　　


Business


　　


Yoho! have the goods. The difference between fashion and trend: fashion is a period of time has been validated, precipitation down the classic; the trend is a short period of time in the trend of the spray.


　　


yoho! one end of the goods gathered a group of tide people, the other end gathered a group of designer brands.


　　


This group of people has a higher user stickiness. Cong introduced, yoho! Goods quarterly to 44%. 67% of its sales come from repeated purchases.


　　


"This group of people is not small, because the industrial upgrading of the speed is very fast, especially after the new generation, 95 growth is very rapid, and constantly people become more and more tide." Cong revealed that the first time in 2012 to yoho! the number of new customers to buy goods, accounting for from 2008 to 2012, the number of all customers 80%.


　　


yoho! have goods to buy hand system, by buying hands to meet the needs of the audience of a single product. The basis of choice is whether it conforms to the trend of the future. This is also the difference with the mode of the only product. The only thing will do is to clean up the inventory, yoho! have the goods is the forefront of sales.


　　


For example, Yoho! has an official license with Nike, but only sells Nike's extreme sports and NSW series two product lines, rather than selling all of Nike's products.


　　


Currently, Yoho! has more than 200 brand suppliers. Brand can be divided into four categories, one is international big-name, such as the above mentioned Nike product line, the second is the star tide licensing, such as Chen Clot. The mode of cooperation includes sale, pre-sale.


　　


is the original designer brand, accounting for up to 80%. The original designer brand, most of the exclusive cooperation, including the brand of all products in the yoho! has exclusive sales and part of a single product exclusive sales two models.


　　


Four is yoho! own brand. Cong stressed that such brands are only complementary to market demand, rather than competing with other brands.


　　


90 days sold out 80% principle


　　


In the inventory management, Yoho! has the goods to implement the "90 days sold out 80%" principle, as a rigid indicator. That is, a commodity in a quarter to sell 80%, the remaining 20% in the next quarter when the bulk of the dumping. For example, summer goods are sold out by 80% and the rest are dumped in the fall.


　　


Cong that the reason for the inventory is because the price is not low enough. "If a pair of shoes a piece of money we certainly buy, so, there are so many stocks can not sell, because you are not low price." As a sales trend in the new quarter of the site, 360 days ago The inventory can not be in yoho! goods appear. ”


　　


so, how to do 90 days to sell 80%?


　　


"It depends on how we buy our hands." "Shang Smile said," buy a hand to look at the data, understand the trend, but also to understand the brand, and brand design department has contact. Next year, what is the direction of the design, what is the popular element, they are known in advance, otherwise how do you buy? ”


　　


For example, if the customer base is only 10 people, why 100? 12 is OK, sell 10 pieces, and the other 2 to hit 10 percent dump. For example, this year's popular national wind, buying goods not match the trend will cause inventory backlog. And once the order is less, it will not sell. "Clot with Edison Chen. We are ready to sell a quarter of the goods, actually sold for a week all the goods. It is crucial for the buyer to cultivate. Shang smiled.


　　


in yoho! have goods, buy hand related staff has more than 50 people, accounting for the entire company's One-third.


　　


Distributor


　　


in the domestic, iron net, Le You is a typical distributor model. Mother and child chain friends for pregnant baby child, blood net for army fans.


　　


similar to the audience pattern and the wedding Fair, for a group of married people, from photography, hotel, wedding to car rental, to provide one-stop service.


　　


Cong that the user base between the vertical electric operators is the same, whether it is selling cosmetics, footwear, 3C, the crowd does not distinguish clearly. The result is a price war when platform-type dealers are involved in vertical areas, or when vertical electric dealers expand to other categories, leading to the sale of the same goods to the same group of people.


　　


But the difference is, for a group of segments of the user group, and around this group of people to expand their business. Cong it as a level strategy.


　　


For example, whether it is "yoho!" and "yoho! girls", YOHO. CN community, Yoho! has a cargo electric business site, independent brand, offline activities, are facing the trend of the crowd. Users in the yoho.cn community to share the sun, through the Community Shopping guide function to yoho! has a freight forwarding platform to shop. And beautiful said and other social electric buyers Shopping Guide is different, YOHO. CN Guide Plate does not rely on Taobao, but has its own trend of the electric business platform.


　　


Cong revealed that yoho! last year's sales volume of about 300 million yuan, the target of 500 million yuan this year, has achieved a profit last year.


　　


Original title distributor yoho! have goods: A group of tide people's business