Spring Hall Masters Shudegang: Never think of themselves as electrical business

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40-Year-old Tangshan Shand just graduated from Nankai University Physics department, with flat-head, face and honest, even talk to some shy. It's hard to imagine that he's the founder of a sex-goods dealer and is stirring up some sex-related topics on Twitter every day. This year, the 10 anniversary of the founding of the Spring Church, Shudegang shared his twists entrepreneurial story, future planning, and the rules of light and shade in this "special" industry.

I turned out to be Wussy's nice guy, that is, every day in a suit, Renmogouyang, work on time to go home to walk the dog. Why do the sex goods electric dealer. I was in the internet industry, this fits my skills. In addition, I really did not have the money, personal assets within 10,000, the registration of 30,000 of the time is to borrow and buddies. At first, the goods are not in stock, I give the wholesalers in advance, some people buy things sent to take, the money used up to make up the money.

I graduated from college after 1.5 began to toss, the spring Hall is actually I do the third enterprise. At that time, sex goods in the domestic or "lowbrow" industry, I had a full year of 2003, 2004 attention shifted, to do a marketing consulting company, but then the assets were cleared, with 1999 years as a restaurant and 2000 to do the end of the internet company. So I returned to the Spring Hall in the second half of 2005, there is no other choice. At that time, I was 32 years old, typical of no house, no car, no wife.

When I came back and focused on this thing, I found that there was a sex-goods retailer called Annsummers, which had a turnover of almost a billion of yuan. It's a beautiful look, I realized that the sex industry can do the same. Unlike that kind of store, placed in a very corner of the position, psychological feedback, is to do something not so sunny. This thing itself, should be fashionable, accepted by the public.

The spring Hall had its own shopping site, and a physical store. I think the sex goods industry will be seating in three or four years, and certainly don't want to miss out on this opportunity to become a leader in the industry. So, 2006-2008 three years of focus on joining, there were 100 franchise stores. By the end of 2007, the Spring Hall website retail sales than open to join the lower 50%, this part of the business diversion to all over the franchise shop, the equivalent of the spring Hall from the franchisee to collect 3000 of the franchise fee and doubled to subsidize back. Calculated, the direct loss of 750,000, mainly investment advertising fees and staff after the expansion of the cost of wages and office rent. This is related to moral integrity. I certainly know that by joining the way to make a lot of money, do join business enterprises to the ordinary profit of the business packaging, told investors annual profit of two hundred thousand or three hundred thousand or even millions, suddenly received a thirty thousand or forty thousand of the franchise fee.

At the end of 2008, I felt that the franchise was actually not in control, so I cut off the franchise. Now the Spring Hall also retains the Beijing double well that one line shop, the area more than 20 flat, already completely does not have the fashion position which the spring Hall.

By the time I was 2009 years old, fashion magazines would have found me on this subject. It means that everyone is beginning to realize the existence of the brand of the spring Hall.

Early manufacturers are very strong, and later the Spring Hall also has a certain right of speech. One reason is the size of the sale, the other is the brand. Manufacturers fancy the Spring Hall this platform for their brand promotion and channel of pull. We are the retailer, not a brand of the total generation, but we get the price is often the regional total generation of prices, if it is domestic brands, we get the first-hand price.

I actually have not seen the spring Hall as a power quotient, I am in the sex products in this industry have my own position, rather than in the electrical business to find this location. In 2009, 2010 when the electricity business investment hot, we did not get cheap, in the second half of 2011 to 2012 very cold, we also did not eat to lose. In fact, there is no profiteering in the field of electrical business, it is easy to understand. Just say the sex goods compared to other electricity quotient, the gross profit margin is bigger. We are between the Cong.

This industry has industry rules, one of which is called unpacking, because it involves health issues. Reasonable I doubt that, buy a mobile phone, DVD warranty for a year, why buy a vibrator with a bad break can not return AH. We in 2010 to break the rules, and manufacturers to discuss, can make a warranty and other things, even if it is 30 days, 60 days are OK. The manufacturers say they can't. Later we make the warranty, broke the insurance, with the bad, whether you use or 1000 times, anyway, 60 days, is for you to change.

Again, privacy issues. Because many people know the Spring Hall, we will only write the customer's last name on our shipping list. Packaging is also very strict, even if the outside of the bag broke, there is a layer of boxes, the box broke and a layer of bags. In the future will be in several core cities launched within one hour delivery, and to ensure that the signing of the person is you, lest the goods sent to the company, you temporarily absent, colleagues think you bought a beautiful skirt, hands tear down. In short, it is to make the industry more humane.

These two years, do a lot of sex goods, I do not worry about being overtaken. There are a lot of people in this industry to make money, we know each other very well, many people want to put money in their pockets, I am willing to lose profits, do more large-scale or trial and error things.

I think that the inflection point, next year should be a running situation. We had a 50% annual growth, not fast, and I was embarrassed. This year's (sales) close to twice times last year, next year should be three times times this year. This year is tens, next year but billion words, it is a bit unreasonable.

Now there is no shortage of money, there has been a conclusion on financing, but not announced. This is a good gene enterprise, we are now in the final optimization action-team optimization, I think that by 2016 1 billion sales no suspense.

To the spring Hall, the scale is very important, the profit is also very important. But if it is purely a selling item, the sense of value will be compromised. The Spring Hall is an adult's paradise, helps people to provide the life creativity, the product is only a medium, is only a prop. There are a lot of virtual healthy communities after selling goods, we discuss the relationship between lovers. We will invite sexual physiology experts to lecture, take some video courses, follow-up will also launch this training.

Including our five-month salon, in a café in South Percussion Lane, every week. The first time I worry about the silence, because there are men and women, will not have a strange man in the presence of girls will be embarrassed to speak, but in fact not, quite healthy and happy. After this information spreads, everyone's borders open. In fact, it was a state I liked very much.

The biggest problem in the industry is the lack of upstream brands, which are missing globally. The brand has two tasks, one is product innovation, the other is market education. I have been to many factories, I thought they would do a lot of human trials, the results are mostly closed behind closed doors, rarely designed by heart. Internationally, there are more than 10 brands with sales of 1 billion RMB, and none at home. There is not enough to bring a good user experience to the consumer, it becomes that I have to do it myself, because I know the consumer.

We currently have four of our own brand-name products. We put the user needs to the design company, they design the appearance, electronic structure, and so on, and then handed over to the processing plant. The future hope that there are 15% to 20% of their own brand products, 80% to 85% are other brands, we do not intend to become a only sell their own brand of electricity, not necessary, just like Watson, through its own brand merchandise, their own taste and Wal-Mart, Carrefour to make a distinction.

A lot of people will ask me, ten years to boil down will be very painful, I said, will not, because I have a new goal every year, the Spring Hall is a company has been updated. Now, we have plans to open a 200 square meters experience shop, high-end fashion, not just the kind of goods, the initial selection of three Li Tun.