The biggest thing is how to go down, thinking is our biggest thing

Jia Pengrei: I first survey the audience under the stage, the composition of our audience to see how much interest in the goods, there is no wine under the table? (two families). Do you have a sports category? (NO). Do you have 3C, digital appliances? (two digits). Traditional retail business? (two digits).

I would like to introduce to you, we are in front of the four guests on the table, the old Guo Xian do a self-introduction, mainly introduce their own doing what, now in what, especially to emphasize that I need you to use a word to show your own muscles and strength. And by the way, I'd like to introduce you to a major event in the third quarter of September.

Guo Hongjing: E-commerce veteran did 13 years, West Street is a sports products E-commerce company, doing more than four years, September what we do? It's no big deal. I think the biggest thing is how to go down, thinking is our biggest thing.

Jia Pengrei: Think about it next season, right?

Guo Hongjing: It's a smooth day, but the new way may still be in the process of thinking.

Jia Pengrei: What is the current business model of West Street as a stand-alone station?

Guo Hongjing: I think today is an independent of the conference hall, we look at the side is very lively, this and today's online trading distribution is directly related to the large profits are in others that, independent, especially vertical is relatively small, say a few people do not want to listen to. Sports products as a semi-standardized product now faces the competition is very big, some companies already have this trend, and some companies are very difficult. A lot of standardized products and half-standard products will face similar difficulties. West Street, our own website today is not really the place to sell products, to our website will find things are not so full, management is not as meticulous as the original, West Street is more supply chain provider or to integrate resources of a company, Today can be said that our main job is to give online small and medium-sized sellers such a sports products company.

Jia Pengrei: A very large middleman. Two years ago when we discussed, the company is very hot, the light sports category this one can be called the name of the four or five, to this day, the pure movement of the consumer seems to have disappeared, professional sports do not say. Sports category, this category is not to support the survival of an independent station model, at present?

Guo Hongjing: I don't think so, just more standardized, wine is also standardized. Sports products Some are doing well, we entered this market when committed to the problem of quick success, today's sports site almost only one or two very small to do a more professional, who really put the consumer's personalized demand in the campaign fully reflected on the site, no, just sell goods, If the sale of goods and Jingdong is no different, we are to make it can make money business to transform.

Jia Pengrei: Your online goods are arranged according to the sports items? Why wasn't it made?

Guo Hongjing: Each project needs a professional team to do the packaging, management and operation of the project. Second, we hope to promote the scale as soon as possible, sell goods to promote the scale is not difficult, but want to do the details well is difficult.

Jia Pengrei: I think it's hard for me to do this kind of evaluation. Thank old Guo opened a good head, the remaining three, if the wonderful can not exceed the old Guo will reflect on the. Zuoyingjie to show.

Zuoyingjie: I was talking to Penre at lunch. Just asked me what to do, the cat if buy electric appliance accidentally may fall into the old left talons, now I in the cat Agent 11 home appliances category of the main brand flagship store, the entire supplier link on the depth is some. I am in Skyworth, Skyworth has ten years, has been mixed appliances, this morning to see a micro-letter, very miserable micro-letter, I forwarded a bit, this year's household appliances industry situation is grim. Because the economic situation in 7 August this year is very bad, online appliances almost to the capacity of no growth, offline home appliances growth is 30%, now all people are waiting for the October new policy to start.

Male fear into the wrong line, into the home appliance industry trouble, home appliances and books are as promotional items to do, not as a money-making products to do, Jingdong and when are as promotional items.

The next big thing to do in September, September indeed we have to do a relatively big thing, September 10 to convene a new conference, is a Chinese traditional household appliances manufacturing enterprise's giant is about to launch an online brand, this online brand actually said that everyone will be familiar with, cool open Ali TV, September 10, a press conference, the introduction of the television represents the traditional home appliances manufacturing to the line of millet launched the impact of the most active attack, this Sunday in the middle as a carrier agent cool open Aliyun TV on Taobao sales. The first is exclusive, the second is likely to cool open the ownership of the brand will be in Sunday, so it is possible to gradually have its own brand from an agency company in Sunday.

Jia Pengrei: Congratulations, the current agent of the brand like Skyworth, LG, Lakara.

Zuoyingjie: We often organize Skyworth, Konka, LG party.

Jia Pengrei: Are you an online operator?

Zuoyingjie: Yes. 08 started dry, dry independent station for three years, and now is not no independent station, tomorrow to comment on the new round of the technical Department of the official edition of the program, I and Guo's general idea is the same, as electrical and sports Standard category, we learn should be Shing, the most important thing is Jiuxian nets the best is done fine, the category done very thin, deep enough. In fact, the most important thing is the consumer, how can we study the consumer, vertical to do small and beautiful, small and beautiful must be the analysis of the customer is thin enough, more professional than others, your contact must not be based on Baidu advertising, The connection is based on what the user itself has to offer to the independent station in addition to the goods.

The biggest problem with standing alone is that it costs too much.

Jia Pengrei: We have already explained the practice and thinking of two guests at the independent station in this way. Silver Thai nets is an alternative, three years ago when the traditional field to do the electricity business when completely did not want to understand, but Yintai did a business, they are very lucky. Let me introduce you to the current events. Independent station The idea of what has changed in nature since then?

Lin Chen: We've been lucky, the reason is that we find that the rest of the industry in the other platforms to sink to do the price war, we adhere to the road of higher value-added, suddenly found the air here is very fresh, we do not do much good, and this level of competition is not fierce enough.

Silver Thai net is three years ago by a very traditional department store business to cast a project, Yintai department store is a listed company, 2012 earnings more than 20 billion sales accounted for, 2012 Yintai net accounted for the department store sales of 4% of the share, this percentage is very small percentage. We don't dare show this muscle. This figure whether the whole group system or the entire electric business industry, because we are mainly to do fashion clothing service category of industry, this industry we are not what can be taken out of the figures. Another 1.3 years ago just set up, at this time we are particularly admire Shen Boss's vision and courage, he felt to do, as to how to do is not clear, is to do first. To do this September is the three anniversary of the store, this year can find our meat to attach to the skeleton, the next will be more development direction is based on O2O, based on the store more than 30 stores between the stores. Do the traditional business of the packet.

Jia Pengrei: In the long run, we have to do more preparation for the traditional electric dealer.

Lin Chen: We hope to try out a method through the project of Yintai net, we dare not say it is the profit model. Put the line down to get through.

Jia Pengrei: This is the traditional retail business as a model, we look at the best sitting next to me, laugh the most brilliant Laohao, Laohao is a start to think of the bar, or show the "muscle", but to pay attention to the number, I recently heard your number of many versions, I would like to hear you say the most authoritative version. What are you going to do next September?

Shang: We are a small e-commerce company, because the boss is too big, so we are too small, our company just four years, is hot for four anniversary, we do not have "muscle." A small achievement, we almost accounted for the internet 5% of the share of alcohol (liquor red wine), in the days of cats accounted for more than 40% of the cat. We also open the shop on the day cat, the big customer of the wine channel of the day Cat. We opened a Jiuxian net official flagship store in the Sky cat, we and more than 100 wineries to operate, so added together is more.

Jia Pengrei: How many homes?

Shang: 660, but also in the high-speed increase, the Chinese wine site agents are in the hands of the Jiuxian network. We are also strategic cooperation with Jingdong, we also help the cooperation of the winery opened the holding shop, Suning on 90% of the wine from the Jiuxian net, when it is also about 90% or more, we pay attention to an industry, we have sold liquor for more than 13 years, and other business will not do, we firmly believe that this lifetime only liquor, and is concerned about the wine of the electric dealer.

Jia Pengrei: How old are you this year?

Shang: 35 years old last year. There are currently No. 7800 people in our company.

Jia Pengrei: The stores are all run by themselves?

Shang: Our company two pieces of business, the first is that we sell our own, or network agent operators. is also the network channel to the operator, and the alcoholic commerce related to us all in the dry, is the more complex business model. Our offline business is very small, our big customers simply buy alcohol online more than 10,000 dollars when they will send a beautiful beauty to serve.

Jia Pengrei: How many beauties are there in your company?

Shang: All beautiful women.

Jia Pengrei: How much of your total sales are independent of your website?

Shang: We have a balance, the ROI is very high when we advertise on other platforms, our marketing department is willing to invest some ads in Jingdong, the sky cat, different period, if the advertisement is especially much when the official website will occupy a higher proportion, on the contrary will stand outside the station accounted for more, on average, the annual independent station accounted for the turnover of 60% Around, Jiuxian Net's official website accounted for 60% of the sales. Now the cat is the official website outside the important channel is accounted for about 8% of the turnover.

Jia Pengrei: Is not to do wine without fine to do users, sell on the line?

Shang: Now at this stage, I have always thought that our business is compared to the rough is the period of horse-rodeo, we are longing for refinement, including this morning, the only thing the brothers said I still think, we are not calm down to do fine refinement, but refinement means the first to give up speed, and the whole team is a new adjustment of culture, We can not do the current stage, but want to do very healthy in the future, very big sooner or later to the refinement of development.

Jia Pengrei: Do you have a chance to make a wine platform now? Do you have a strong monopoly on the goods?

Shang: Basically the Chinese 80% Wine Network agent in the hands of the Jiuxian net, our general situation is 3-5 years of exclusive.

Jia Pengrei: Over the past three years signed more than 100, but its own traditional business is originally in Shanxi, the line to do is independent station, and is not a store has a lot of traffic, you are the way to sign their to ensure that 10 years of supply to you?

Shang: Our industry special tradition is also very simple, when we signed with these manufacturers, manufacturers do not care, because our industry relatively traditional some, they do not know how important the electrical business, so I think someone online to help me sell things very good, and sell 3-5 years, this is how good things, so willing to sign to me.

The winery is also very happy, the winery worried don't want out, he is afraid of online price disorder, because you signed several, so began to disorderly, signed an exclusive someone responsible, will not be disorderly, so now the price of Internet wine is not disorderly, all pricing right in our hands. Online liquor 1000 or so, our family accounted for 50%, small businesses are not sound, want to buy real wine on the Jiuxian net, want to buy cheap to go elsewhere. We are helping manufacturers to maintain the Internet price order role, just as we do traditional channels, not to control the price of thousands of street stores, to manage the prices of Wal-Mart and Carrefour, which has a price benchmark, the Internet is also, consumers see how much money Jiuxian net, see Jingdong and the cat's big shop to sell how much, We do all the big shops, so we don't mess around.

Jia Pengrei: That's the monopoly.

Shang: Wine industry is 1 trillion, we are doing is the thousand points, we hope to do 2% when it is already very big. Second logic all the winery agent in my this, I am the most professional, service the best, first-class winery to find first-class partners.

Jia Pengrei: There has been a demonstration of the effect of the first to 20th home when the logic to pick up the goods?

Shang: We have more upstream resources in this industry, in fact, more people in the industry is to talk about feelings, not the conference room to talk about how much, and then the boss of the Big winery is 30 minutes to talk over, because the whole price is finished, more when the feelings in place, so it is by drinking.

Jia Pengrei: Your liquor?

Shang: I can drink two Jin of white wine. In China, the business is more traditional, we are willing to communicate with suppliers, not as complicated as the imagination, but the cosmetics and apparel industry are international giants, they speak more of the conference room PPT, not like the alcoholic enterprises such heavy feelings.

Jia Pengrei: Your industry has no unspoken rules?

Shang: The unspoken rule is how much wine to drink.

Jia Pengrei: Guo, is your current mode of sourcing, picking up or getting the goods better for you? From the point of view of the goods, you took the goods at the time is very means, by what means please speak three?

Guo Hongjing: Take the goods to a sales-oriented enterprise is always very important, today West Street or sales-oriented enterprises, to business-to-business, but what kind of goods, have what kind of price of goods must be extremely important. Asked me how to get the goods in the earliest time, we and Shing company time is similar. The main is not Shing that kind of ability and courage. Sports products are basically divided into two factions, one is the Nike and Li Ning, the other is Anta, 361, they have more self-management to control their own channels, regardless of which one of the goods are very multi-channel, basically no possibility to completely control the goods. And there are some giant Nike, even more than the brand's control is still strong, for us such a company in the middle of the sandwich is more difficult to do, the first West Street way to learn from you. Our first 1 million RMB investment, talk to any suppliers to buy your goods we do not have the strength, and the purchase of goods facing the risk is also relatively large, three or four years ago, the vast majority of retailers and brand, they do not understand e-commerce, there is hope to do, but do not want to have any input. This time we used a way the goods are still there, I help you connect it with the network, we help them to build their back-end goods support system to get their goods resources, for example, the domestic sports products, Nike, most of the retailers and some of the brands, Their first e-commerce warehousing system, the earliest control of the goods ERP is basically the West Street provided.

We first helped them build this system, the system itself is fine, the hardest is to manage a warehouse, they can not even rent this warehouse input hardware equipment is not easy, these are we to vote, this is more cost-effective than the purchase, we control a billion or tens of millions of of the brand of goods, if we buy these goods we do not have so much money, The final sale of goods will not be able to cause more loss, this way to quickly build up.

Today this way has become the inherent way of various brands and retailers, we use the way we think the goods should be in the original place, do not need to move, this time is not the user experience inconvenient? Actually nothing, the user received within three days of receiving the difference is not so big. We probably in the country even more than 70 suppliers, sporting goods suppliers are not many, through the system in their own warehousing goods linked up, now the rich degree of West Street than the Baosheng, the ability to be strong.

Jia Pengrei: How do you describe this pattern?

Guo Hongjing: This is the system of the socialized supply chain, one end to build two nets a road, the network of suppliers to connect, so that their goods and front-end sales of the end of the link, the second is to connect the store, the two roads together, digital supply system, so that each independent supplier of commodity diversification, Can be released to all online sellers of his goods buyers, so that the supply is also diversified.

Jia Pengrei: An Taobao distribution platform?

Guo Hongjing: Taobao distribution platform was initially established as their advisor, sports products can be directly with the system of old Guo, but did not, because Taobao has enough ability to build such a system, so that the supply chain with the brand to the entire sales link transparent this is very good, the brand is the optimization efficiency of very good time, Today, the operator of the platform is focused on operations rather than on an all-encompassing platform. Can from the movement of the platform to break the product line, we can not be Taobao opponents do not want to be his opponents, and finally we are in the towel, we only do our part well and its platform to docking, part of the service its platform is part of the platform to enter their own.

Jia Pengrei: Old Guo is the earliest inventor of ERP of electric business?

Guo Hongjing: No.

Jia Pengrei: I think the electric quotient's ecology is uses this kind of strength unceasing advancement and the evolution, lets the profession more reasonable and the rationality, this profession high speed movement is this profession characteristic, this is can the growth and the progress condition, specially thanks. Old left you agent more than 10 brands, when you first go to pick up the goods, to control the source of the time is how to do, if the choice of today to venture these ways is still working, whether there are other options?

Zuoyingjie: Looking back on how to get into the days of the cat, the original independent station, I opened a day cat opened an official experience shop, Tian Cat Electrical City led invited us to enter, that year should be the cat in the first place, and the share is relatively high, then saw an opportunity, Skyworth's official flagship store no one to do, only 4 million a year, They as a tree brand is not used to sell goods, we think can be a tree brand and sell goods, the result of 150 million a year, now a point is 400 million. Goods and supply chain how to get good relationship, Shing talk about the industry we are the same, we also want to do PPT, night club also have to do, two things have to do, we talk about emotional communication is always, after all, is the home appliance industry for so many years, there are consumer-oriented issues, any feelings are with their own sales of the transfer , when you control 40% or 50%, good goods do not give me can do? Feelings are not important, so that the most important consumer is the first, the most important is to control the consumer, the right to speak on the initiative, with good feelings this thing on the icing on the cake.

Jia Pengrei: The channel water is very deep, you two talk strategy can be more high-end atmosphere some, finally, please Lim talk about Yintai, Yintai is the platform of high-end atmosphere, and see Yintai Entrepreneurship, when there are many so-called luxury platform, or luxury discount platform, the price is similar, all kinds have, at present, Yintai precipitation down, you are to take the goods, you buy jewelry is how to build up, the entire management and assessment, including how to complete the iteration?

Lin Chen: We look like high-end atmospheric grade, but the reality is very cruel, the more face looks very flavor in fact inside are very bitter. Just Shing said when I was tears in the eyes.

Jia Pengrei: Did you give anything?

Lin Chen: Our industry most ppt, Hao said two points is the most let me contain tears, Shing Maotai sell low next year can also increase prices, my clothing service life is only two months, wine more and more valuable ah, and the characteristics of the category requires us in the workflow and reaction mechanism is very fast reaction mechanism, the other industry characteristics, Shing really can go to seize the channel to control the goods, but we two years ago, a vice president of our company to the L ' oreal group to find a little girl, we vice president waited two hours, the result of people down to play five minutes of face to go.

Jia Pengrei: But is the strength of Yintai department store very big?

Lin Chen: Strong brand has a strong place, Shing is the same, Maotai, Wuliangye is more strong, for us, Yintai department store since it is the high-end clothing service, we invite the time to have a strict brand drop bitmap, so far there is no Amoy brand, we take this opportunity, we will find some Amoy brand, grade to and we match, This is also a shift in thinking. It used to magnify the characteristics of the channel, since we are from boutique department stores, but the last is the user's positioning, if the user, especially the domestic brand size and financial resources can not shop physical stores, is from the commodity and design itself is in line with the user positioning, the current 35% Sales were brought to us by buying jewellery, while 35% of sales created nearly 50% of gross profit. But we think it's risky to buy jewellery, because buying jewellery means buying well this quarter, which means buying well next quarter, and buying jewelry for business sustainability is a big risk.

Jia Pengrei: How to control this risk?

Lin Chen: Need to balance, buy jewelry is the differentiation of manufactured goods, another 65% of the sales are from the joint venture brand, are well-known products. We don't have much to say about these brands, and it's not possible to put this style on my side or it's going to cause very big costs. We're going to think about the future, including the way it's being pushed, how to give these joint-stock brands to do commodity differentiation, this differentiation is certainly based on their own as a path to our access to consumer understanding will be in the form of a report to the joint venture brand, so that they contact the user characteristics of the interface to the group of goods, This logic conforms to the logic of the existing 35 Yintai department stores. Finally a sentence, as a department store as a silver Thai net we are essentially a circulation of enterprises, can not blindly increase the effectiveness of blocking the circulation, we with the user recently, we use the way the report to inform the upstream supplier of our characteristics, you come to have the purpose of stocking, these can also make the difference of the channel.

Jia Pengrei: Laohao your most PR-cost customer is that one?

Shang: This can't be said. It was a great effort, special circumstances, some products are special long-acting, 2011 to buy a few boxes of high-end wine is very difficult things, so far we feel lucky is particularly good, from the second half of 2012 began in our company, one day to receive the boss of more than 10 extraction winery, China has nearly 10,000 wineries , there is one in every known area.

Jia Pengrei: It's a good business.

Shang: This year's wine is especially hard to sell.

Jia Pengrei: How hard it is for us to do electricity business.

Shang: We also bitter, is the way of suffering is not the same.

Jia Pengrei: Thank you, here are three questions from the audience.

Audience questions: I come from Hangzhou, I come from Heshan, now doing rookie net. I have a question to ask Lin General, I know we silver Thai offline procurement platform or rent collection mode, but Yintai network has two models, and traditional thinking is not the same, did not play their own good aspects of integration of resources, but also to do the platform. Does Yintai have experience and gain to share with us?

Lin Chen: The first existence is not reasonable, the former department store to do a rent-seeking model gold ten years when done very well, because the money is too simple, too easy to make money, but it will be we are definitely a circulation industry, if it is in the circulation industry do not do any work, this is a hindrance to the circulation of things, back to think Silver Thai network to buy jewelry plus pool , this is a deep pool way, will restore to us to do a store nature aspect, we to the entire profession should make the contribution.

Audience questions: I come from Beijing, is to do cosmetics category of the consumer. I am the customer of Yintai net, I do the cosmetics is more mid-range brand, I do this brand more concerned about, similar to the end of the brand and its own silver Thai network is not a special high-end itself, I also care more about the brand into our channel after what kind of way to publish this brand. I have done more than six months, anyway, sales are beyond my expectations, the beginning of this brand may be the other brand of foil, it itself is the high-end status of customer groups will not consume so low-end grade. Want to know more about the future of such a brand what kind of trend.

Lin Chen: Cosmetics category International skin care is nearly 80% of the proportion, the remaining 20% will be domestic skin care several categories to divide, the white Finch nearly one or two years performance is very good, we used to pass down the country is an old, now facing the international brand impact of the failure to dismount, White Sparrow is a very good case, It can be in the Silver Thai network a positioning channel can have a better sales, it is important that your brand itself has a very clear positioning to his users of the clear concept, the White sparrow is associated with the 230 's night of Shanghai scene, this thing to do a good job from the brand side of their own brand planning, As our circulation channels, we are sending your voice right to the users you want to achieve good sales performance.

Jia Pengrei: This friend's meaning relative to your commodity structure his price may not be as high as yours, may not be your mainstream commodity, this kind of product has any support policy?

Lin Chen: We will certainly support, including clothing service, we will soon launch the designer we will support the local designers, we have too much of a brand price to do too much binding, this is not the case, we have time to continue to discuss.

Audience questions: I asked the Jiuxian net Shing, we do is the visual marketing program, we belong to half in the electric business, we want to do some independent station to do some independent visual marketing program, we are very difficult and big high-level have an exchange, we can not grasp the end of the current independent station what kind of visual marketing program, We would like to take this opportunity, for the Jiuxian network such a large platform, they will be visual and video in the future of what direction?

Shang: The first time I heard of your thoughts, I have research on the wine bottle, no sense of vision, our company's website is very soil, a look at the Shanxi coal boss to do, although it is a number of updates, but we found that no matter what the designer to come, one came to our company is over.

Jia Pengrei: The root is on the boss.

Shang: Finally I found out that there was something wrong with my aesthetic, vision we feel is very important, our company has been doing better, I really do not know that there is such a professional company can provide services to us, as a website our biggest obstacle, we must let others believe that you are selling real wine, how to let people believe it? Can not go to the warehouse to see it, more is to look like a place to sell real wine, welcome to communicate with us more in the future.

Audience questions: I am from Guangzhou Zhuo Chuang Office Equipment Co., Ltd., we are mainly to do office equipment, copiers, printers, we started from last year to do the transformation to do online, to me very confused, line online under the combination is very confused, please give me a positioning? I'm a distributor. We are facing the Guangzhou government, provincial governments, central institutions to do end users? Want to do online now?

Zuoyingjie: I advise you not to do independent station, into the platform is good.

Jia Pengrei: Thank you!