South Korea founder Wang Guoyan: The essence of Internet spirit is rogue spirit

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Lead: 5 years ago, the University of Jiangxi Youth Wang Guoyan not willing to "this life as a physics teacher", carrying a gold 400 yuan South, the first job is cosmetics sales, a more than 10-year, 2005, the third venture

South Korea founder Wang Guoyan

Last August, the Southern Metropolis newspaper, "No three" "out of the" advertisement detonated the network, so many people overnight remember the "after Han", the advertising behind the behind-the-scenes planning is South Korea founder Wang Guoyan. 11 Yong won Jiangsu satellite TV standard King, 12 domestic first signing June to do endorsement, 13 back to less than 600 million on the naked, Wang Guoyan's bold in the industry famous, the lake called "Wang Dare." Boldness does not mean recklessness. Wang Guoyan said, in fact, everyone is wrong, I have the courage because I am small, so I use the best resources to do things to ensure that it will succeed, even if less money.

15 years ago, University of Jiangxi Young Wang Guoyan not willing to "This life will be a physics teacher," carrying 400 yuan to gold, the first job is cosmetics sales, more than 10 years, the third venture in 2005, the creation of the skin care brand after Korea, to catch up with the rise of local cosmetics brand time.

"Interactive record sharing in 2014/5/22"

Wang Guoyan: Hello, I am the founder of Korea after Wang Guoyan, we have Korea and Sichuan two cosmetics brands, channels are mainly distributed in the national two or three line cosmetics franchise stores, Watson and the electric business, the country has more than 10,000 shop, Watson has more than 1700 online shop.

Today I want to share with you the topic is the spirit of the Internet is the essence of the rogue spirit, the industry everyone called me "dare the King." In my opinion, rogue sex and internet thinking are consistent at some points. Consumers buy a product, and when he thinks your betrayal is expensive enough, he feels it is safe to choose you. How to let consumers believe you? is to let consumers feel that you pay the price is big enough, will not easily betray him, so will choose you.

Why should I invite the star spokesperson, dozen so many advertisements, because the consumer first judgment is, you invite such big Star, in such expensive TV station to advertise, then you must care more about the quality. Priority options are critical in the FMCG industry.

How to find endorsement of the brand is a very important issue, others think you have money, you do not pay will become rich, others think you have no money, you have money will become no money, each brand needs to find a point to endorse, so that consumers really think he bought the rest assured.

What is the current annual revenue after Han?

Wang Guoyan: Han Hou this year estimated franchise stores back to 6-7 billion, the electricity quotient of about 200 million, Watson and other channels back to paragraph 200 million, so this year is expected to return about 1 billion. Another brand of Sichuan this year's target is 1.2 billion, last year about 600 million of the money back.

Are the products and prices in each channel consistent?

Wang Guoyan: Watson's products are for Watson's custom-made, exclusive, online price is probably 80 percent below the line, we probably spent half a year to control the price of the Internet, the original price is very low, only offline retail prices of 40 percent to 50 percent.

The norms of online channels is just a beginning, we are trying to clean up, now for the online product is still very little, our future goal is to put online products cost-effective to do very high, hope that the line of products can affect the offline consumers.

For example, we sell 100 pieces of products, the production cost may be 10 to 12 fast, online 100 of the product cost will account for 35-40, because the online pursuit of high cost is a very important point, we and Amoy brand difference is that the supply chain will be stronger, this year, the size of the group retail sales will probably reach 3 billion.

How is the layout on the line?

Wang Guoyan: We have a total of 600 million last year, the line is basically the agent to do their own, we have done online last year, a total of less than more than 10 million, this year 1 months more than last year's return.

This year we in the days of the cat Taobao one months of retail sales in about 140.015 billion, this year in the United States can probably do a good product of 60 million, we through the line of advertising and the United States to do some of the replacement of resources.

We started relatively late in the electricity business, last May only to take back the flagship store to do, this January began to do online integration under the line, in the days of the cat rankings from more than 60 to do 13, 14, the future of our online may not only do after the Korean brand, but also find a lot of brands to acquire.

I think the online we through advertising to let consumers buy more secure, online on our first to sell cost-effective, the second to the product of the artistic conception to create, with the mood to impress consumers. The mood is actually the consumer sees you after the product association, this is our next to focus builds.

How to control the price on line?

Wang Guoyan: We online on the average customer price in more than 120 dollars, online under the customer unit price is relatively high, customers generally buy about 3, guest unit price of around 200-300.

The statistic we're doing now is that 32% of the online buyers are from offline customers. Offline customers to buy online will certainly become a trend, then there will be conflicts of interest, offline buy our products customers to online will buy us. We list the top 20 stores in the net, according to their monthly sales, ask them to return 50% of the sales, if you do not return 50%, I will cut your shop, so there is no way to string goods, will not reduce prices, according to our requirements of the minimum of 80 percent to sell.

What is the role of event marketing in branding?

Wang Guoyan: South Korea after last year's "intension" incident first let us in the one or two line city has a very big popularity, we have a with Watson and other platform communication channel, so popularity is very important, let others know you to communicate again, the cost will be relatively low.

How to dispose of stock?

Wang Guoyan: Cosmetics general shelf life of three years, we are particularly concerned about the product of the year. 14 Sell 13 years of products, will let consumers feel products unsalable. Red Bull has also seen similar cases, the fast expiration of the product sales, but discounts will affect the sale of new products, and then they simply in the car toll booth to give, the result of the driver this group played through, so we generally do not recommend discounts, but as a member gifts to give, dealers through the way the box, The earlier production as a gift, buy three to send one.

Is it difficult to enter Watson?

Wang Guoyan: In fact, Watson is not particularly difficult, because we have been online for many years, he trusted the strength of your brand, but to survive in Watson is very difficult, he all use data to speak, inventory turnover rate, not to say human, hello, he will give you better resources, so in Watson's survival is difficult, making money is even harder.

We are buying and selling in Watson, that is, he bought out our products, but if your inventory and sales did not reach a reasonable proportion, he will freeze your payment.

What is the next channel strategy?

Wang Guoyan: Our next strategy is the whole channel strategy, because the cosmetics single channel future will be very big survival challenge, for example Amoy brand survival advantage is more and more not obvious, the future entire channel strategy is the domestic cosmetics very important strategy.

The strategy I propose is that every channel must enter the long tail of this channel, is to be strong, first strong after the big, the first long tail is in the franchise store, this year I hope to enter the long tail of Watson, next year is the electricity business, Ultra is considering, but the battle may not win, so now do not fully open.

Each company's primary and secondary is not the same, we are the franchise store up the brand, the first is the franchise store, the second is Watson, the third is the electric business, but we pay more attention to the electricity quotient, because the promotion space is relatively large, the next round we will focus on the electricity quotient.