Qi Jia Network Deng Huaqin: Home Electronic commerce is a legend

Ka deposit Sand Wisdom Industrial Park A number of high-quality E-commerce business executives meeting has become a weekly practice, they often discuss how to take a group in the field of electronic commerce Bill Gates has predicted: "21st century either E-commerce, or no business." This sentence was spoken. Experienced the financial crisis raging and baptism, some professional e-commerce companies developed rapidly, and began to comb the industry norms.　　Qi Jia Net is one of them. Qi Jia net from building materials industry to start, development to today's building materials, decoration, furniture, wedding four plates go hand in hand. From having a group buying Shanghai station, has developed to today's 24 branches all over the country. From simple group buying and bargaining, development to advocate home Integrity guarantee service system to serve to increase value-added products and e-commerce platform competitiveness. All this, the founder of the Net, Chairman and CEO Deng Huaqin spent a whole five years.　　March 2005 to date, more than 2 million users have placed online orders, 2010 projected platform turnover of more than 6 billion yuan. 2010, Qi Jia Network launched QI Home Integrity Assurance Service System. Positioning in the User Guide and information gathered group buy network, focus on playing a professional E-commerce platform role.　　The development track of Qi Jia Net is the course of Chinese household business e-commerce from the region to the whole country, from price war to promoting service connotation. Poor teacher's "restless" entrepreneurial No Deng Huaqin "restless points", there is no today's Qi Jia Net. After graduating from East in 1996, he was determined to stay in Shanghai and do a two-year salary shortage of thousands of teachers. Although the work is steady, it is not challenging and developmental.　　Two years later, Deng Huaqin chose to leave the school, for this loss of all the money can be borrowed, the whole body up and down only more than 10 yuan left the middle school, and disturbed to invest in unfamiliar home industry. Since then, Deng Huaqin opened the furniture factory, sold furniture, also did Philips lighting area responsible. During this period, Deng Huaqin found that there are many channels of Chinese traditional industry, chaos, and miscellaneous, especially in the decoration industry. Deng Huaqin Philips also has a traditional retail channels, there are OEM channels, there are hundreds of secure sales channels and so on.　　Each channel has different pricing methods, leading to difficult management. Deng Huaqin found that the home industry, although the water is very large, but the profit is very low, because the channel is long, inefficient, because each link in the channel, there will be cost, resulting in a decline in profits.　　Many brand-name products such as Toto, Kohler, etc. in the Red Star United States Kai Lung, Liu Ying Street lamp market More shop products, manufacturers personally manage all points, the efficiency is necessarily very low. Can the channel be shortened so as to facilitate management and reduce profit diversion? With this problem, Deng Huaqin, with some savings, joined up with several partners, and in 2005 started the furniture ecommerce website with his own ideas.　　Deng Huaqin, a traditional industry, did not want to go now popular financing, listing process, just "a boss to lead a gang of brothers to do a company, want to end the year to send bonuses, split dividends." So, when the first round of VCs came for me,, Deng Huaqin was unprepared. In December 2005, Liu Biao, the investment manager of the new venture in Suzhou, sent an email saying he wanted to talk to Deng Huaqin. At that time Deng Huaqin knew there was a VC, but I didn't know how to deal with them. After meeting, Liu Biao also did not say to want to invest, just asked the company's current situation and strategy, introduced the general practice of VC, for Qi Jia Network Walk financing listed road proposed. After chatting with Liu Biao, Deng Huaqin also didn't mind. Later Liu Biao said he wanted to decorate, through the home network for the decoration, as a user to experience, experience the process at any time to give suggestions for improvement. After that, Liu Biao inspected Qi Jia Net, introduced how to enlarge the company through the capital market.　　Deng Huaqin very inspired, so began to pay attention to VCs, and found a lot of information to make "homework." Subsequently, Deng Huaqin smoothly through the new venture in the interview, because Deng Huaqin long for the company's future planning think very clearly, and the net has a strong execution team. With the first round of good cooperation with the wind, Deng Huaqin has already entered a lot of wind-cast vision.　　November 2008, Qi Jia Net successfully introduced a second round of wind investment 15 million dollars. Deng Huaqin not let the investment company of his VCs down. Several years later, the net handed over an excellent transcript. By the end of 2009, 1.5 million registered members of the net, Web site visits more than 700,000 people, daily traffic 5 million PV, has accumulated for more than 2 million customers to provide services, the national close cooperation suppliers more than 10,000. Operating income of more than 200% annual growth rate, was named 2009 Shanghai Growth Star Software Enterprise, 2008 platform turnover of more than 1.5 billion yuan, 2009 platform turnover of more than 3 billion yuan, the 2010 is expected to exceed 6 billion yuan. [Page] initiative "B+B2C" experience mode "if you hate a person, let him go to decorate."　　This statement fully explains how deep the water in the home industry, and once decorated married people generally to their own decoration of the cumbersome and poorer are deeply experienced. Deng Huaqin himself is also a household consumer, of course, to netizens such ridicule empathy. Although the momentum of E-commerce development is fierce, but involved in building materials, household products such as the need for courage. Different from selling clothes, because building materials, household products with a wide range of needs to customize the characteristics, and people are accustomed to through the on-site understanding of product performance, selection of product specifications to make purchase decisions. "There are many challenges to e-commerce in the home industry, such as looking, paying large sums and exchanging designs, all of which require landing to support."　　"In response to Chinese consumers ' consumption habits, Deng Huaqin has created a marketing model that combines online group buying activities with offline experience." March 19 this year, Qi Jia Network's Shanghai Group Buy network located in Hulan West Road, 1th, the intellectual Industrial Park new exhibition hall, held a new user experience center landing ceremony. "The new hall traffic is very convenient, adjacent to the subway line Hulan Road station, nearby there is a large car park, can fully meet the needs of the user's own driving, is the largest, most professional, most luxurious user experience center in Shanghai。　　Between words, Deng Huaqin is quite satisfied with the new hall. In fact, Shanghai group buy net Floor hall has gone through three stages of development. November 2006, the establishment of the floor hall in Jingzhou Lu Rongquang Business Center marks the extension of the group purchase channel from line to line-this is the first stage.　　The second stage is July 2008, in Tibet South Road to create an area of 300 square meters floor hall, at the same time all over the country have set up a service-oriented floor hall. The third stage is to open a new exhibition hall in the intellectual industrial park. Deng Huaqin is quite proud to introduce: "This landing hall has 4500 square meters display center and 3000 square meters temporary exhibition area, can accept Qi Jia Network of Shanghai Group Buy network Member site information, application and complaints, members can experience the center through the experience of online ordering convenience, to facilitate members and building materials, Home suppliers for on-site communication. Our new showroom brings together the three functions of service center, Experience Center and display Center. "For now, the online shopping model has three main types: Taobao as the representative of the Consumer-to-consumer model, to Dangdang, Beijing-East Network for the representative of the mode of the business-to-business, the representative of Alibaba model, have done very successful."　　But these three models are based on products that are standard parts, can be repeatedly purchased and easy to express. However, building materials, household industry has a large number of custom-made products, need to be produced in accordance with the requirements of consumers, and even the need for suppliers directly to the consumer installation. The original three models obviously cannot satisfy the consumer's individuality demand. Deng Huaqin in the business development of the net found that to provide users with thoughtful service, we must strengthen the supervision of suppliers. So, Qi Jia network will be familiar with the network of professional e-commerce personnel and familiar with the building materials market professional suppliers together to serve consumers.　　Qi Jia Network (B) the integration of a large number of suppliers (B2), together to create a major 25-40-year-old user (C) E-commerce platform, thus constituting the new B+B2C online shopping model. Deng Huaqin involved in this "deep water" industry, it is found in the business opportunities: through E-commerce, so that the home industry norms, the rational return of prices-all this is the need for professional business model to do, not a simple e-commerce platform can be achieved. As Deng Huaqin has always emphasized: "The core of E-commerce is in user experience and experience sharing." "This is because Deng Huaqin knows his" God "is a user who thrives in this market.　　[Page] "Wealth and the state of governance" has been a drama said: "A dollar can change the loyalty of a person." "There is no doubt that price is one of the inherent advantages of e-commerce." In Qi Jia Net, there is a good faith protection Service "PRICE Special search" clause, users as long as the site within 30 days of ordering, found that other regular channel sales price lower than the site sales price, can be reported to the site price, while the site will require businesses to adjust prices, the price is lower than the report price, later users can be adjustedPrice. Deng Huaqin stressed: "Qi Jia net always put the rights and interests of users in the first place, and strive to provide users with a solution to the problem of home decoration experts." "It is under the guidance of this kind of enterprise idea, the website puts forward the slogan" agreeable life, the expert accompanies ".　　The first condition for enjoying a comfortable life is to enjoy a low price.　　However, after five years of growth period, Deng Huaqin is no longer satisfied with only playing price war, the product core competitiveness of the network has shifted from the original price, to today's prices and services simultaneously. For some businesses, weeding is a common tactic. And most consumers can not have that sharp eye insight into all of this, so Deng Huaqin think he created the model will be for customer service, so that the weak consumers get help and strong support.　　To this end, Qi Jia network launched a "false one penalty ten", "First pay", "compensation for the loss of time" integrity assurance services, so that users in the site not only to buy authentic, and disputes can be obtained from the site first, once the delivery delay, you can also enjoy the compensation for the loss Deng Huaqin attentively how to play good "service" brand, so "decoration assistant" personal business came into being, all registered user data one by one registration, small to delivery route address, large to product quality consulting, have detailed answer.　　In order to ensure the quality of online shopping, Qi Jia net to the merchant access threshold greatly improved, from the credibility, business documents, product channels, quality and service capabilities of all aspects of the assessment of enterprises, and changed the usual Commission fee system, to change the system--each access to enterprises must be signed with the website for more than one year long-term contract. At the end of 2009, "decoration Assistant" upgraded version of the "Decoration housekeeper" published. Decoration Assistant can help users plan the process of decoration, guide users to select Materials, guide users to carry out construction acceptance and material acceptance, decoration problems can also be decorated with the assistant to track the whole process. Deng Huaqin introduced: "For VIP customers, decoration housekeeper will arrange the whole renovation process, and according to different needs of the whole and half the senior manager, the whole process by the Budget auditor audit budget, and record the whole process of decoration system. Full digital management will provide a user can be at any time to monitor, rest assured that the system review, netizens in the office, through the computer, you can control the process of renovation, the real realization of ease of decoration. "In the old saying," body repair and then home Qi, home and then state governance "and" self-cultivation, Qi Jia, ping World "is a gentleman Alex. In modern times, self-cultivation is still a necessary process for everyone. The purchase of new homes, home decoration and wedding preparation are not easy to save money and labor, the diversity of home supply channels, merchandise with the fishy and after-sales service, this may become a lifelong impact on the family. In order to make the site users as far as possible without regret, Deng Huaqin requirements of the net in addition to do the existing order shopping services, but also the whole industry chain to do an integration, so that the development of the industry more perfect, the quality of goods and prices more secure. This difficulty, in a sense, is the standard of governing. [PagE] Deep 1 trillion yuan large market early in the establishment of the Shanghai group buying site early, Deng Huaqin's idea is very simple, is to allow customers to buy the most affordable home products, but with the development of the site and customer demand changes, buy is only affordable and convenient start to keep up, so Deng Huaqin thought of the name of Qi Jia, and will business from building materials, The decoration expands to the furniture, the wedding and so on and "the Home" related plate.　　Now, the industry's sensitivity to Deng Huaqin is a bit startling.　　Not long ago, Red Star Mei Kai Dragon Group North China area general manager Shen Yaojun has said that China's current furniture industry consumption amounted to 1 trillion yuan, by 2020, this number can reach 6 trillion yuan. This has caused Deng Huaqin to resonate, because the four words "e-commerce" have been ingrained in his mind. With the development momentum of electronic commerce, the net plans to have 6 to 7 cities in Rio Tinto this year. "With local resources, to join the way to find local reliable partners, they know more about the local market than we do."　　"In the development blueprint of the home network, Deng Huaqin has already covered 100 cities." At present, E-commerce is a very attractive industry, and the development of space is large enough. But Deng Huaqin said he would not itch for other areas, but focus on doing a good job in the home industry e-commerce.　　After five years of work, Deng Huaqin know that this is a big but slow growth of the business, but since he has wholeheartedly put in, he thought more is how to steady progress. After getting a second round of VCs, Deng Huaqin remained in absolute holding.　　Now, in Deng Huaqin's card behind, in addition to the Shanghai group buy net, QI, the president of the net, but also wrote the mother of the donkey, the director of the 99 Victoria Kang director of the title. Originally, the successful operation of the network at the same time, Deng Huaqin also turned to become active angel investors. One well-known is the June 2008 of "Donkey Mother" investment, the current donkey mother has become the world's leading Chinese scenic spot ticket booking website, the development momentum is rapid. The important reason for this investment is: Deng Huaqin and Donkey Mother's CEO Hong Qinghua is a good friend, donkey mother has a strong team. Stability, is the style of Deng Huaqin, including his investment strategy also pay attention to solid, do not like to cast, talk about concepts.　　Steady still watch now, he mainly look, cast himself familiar with the field of E-commerce. For Deng Huaqin, who believe in "investing is investment", there is a unique criterion for "human" nature. "Not necessarily rich experience. Deng Huaqin Frankly, he mainly sees three criteria, one is the train of thought, the other is ambition, then the important thing is to endure hardship. "I prefer to throw grass roots, he has a strong ability to endure hardship," Deng Huaqin said, "VCs do not attach too much importance to high education, turtles, because his ability to endure hardship may not be compared to the grassroots." At the end of 2009, Deng Huaqin led his team to relocate to Jiading Sands Wisdom Industrial Park. Here gathered many excellent industry in Shanghai Electronics Enterprises, Deng Huaqin began to brew how to make use of good geographical resources, in the "people and" on foot articles. At present, a number of high quality E-commerce Park executives meetWill have become a weekly routine, they often talk about how to take a group in the field of E-commerce, integration and use of their advantages, in the electronic commerce of the Red Sea Vietnam more and more brave. (Source: New Shanghai business)