The earliest mobile dealers buy and sell: Avoid industry giants service three low crowd

Zhang said that he earned the money to sell cabbage, but the heart of selling white powder, but will always adhere to, because meaningful.

This is a typical scenario for the industry: a courier for China Post EMS rode a new motorcycle on a certain township highway in southeastern Pearl River Delta, where he stopped his car, picked up his cell phone and dialed an unfamiliar number, "Hey, is Afachai?" Your courier arrived, I at the junction of the billiard room waiting for you. ”

More than 10 minutes later, AfA rode on a motorbike that was not named, opened the box, and a new pair of extra sneakers appeared in front of him, an "outfit" he had acquired for next week's blind date. He looked down at the courier's feet had worn Nike shoes, a sense of happiness spontaneously ...

No office buildings, no brand-name clothing, no credit card, no day of arrival of a said, or even no specific delivery address, but the transaction can be completed, and the scale of the business year after year blowout, in the singing of the Sound of the voice of the 2012, there is a kind of electric business almost no so-called Contagion: Most of their business was done on Shanzhai phones, most of their customers are from counties, townships, village-level migrant workers or farmers, their trading sites are mainly in the urban and rural areas of the industrial park or manufacturing base, their customer unit price in general around 300 yuan, than every guest, Taobao these white-collar consumer platform is also high, Most importantly, they rarely compete with traditional electric dealers for so-called urban white-collar consumers, but in a new dimension to broaden the "electrical quotient" of the outreach crowd.

They call it mobile, but they can't fully represent the mobile power provider. "We represent only one dimension of the electricity quotient, that is, the people who are often overlooked are included in the scope of the electrical business user," Zhang, founder and CEO of the buy and sell treasure, said to the entrepreneurial state, "migrant workers, security guards, military personnel and roadside restaurant waiters, who have long been unable to access the computer to experience the ' three low ' of online shopping" (Low Age , lower education, low income), using the only phone in hand, and the latest consumer trends in this era are linked. ”

The purchase and sale of PO is one of the first companies to enter the field of mobile electricity, and is currently China's largest independent mobile power provider. "They have a tens of millions of advertising fee for a year, and the revenue is very good!" Limei Interactive Advertising founder Shuyi told the "Entrepreneurial state." It is said that the 2011 sale of Bao's income is close to 400 million.

Although the scale is still far less than the traditional electric dealers, but their "Robin play" but it is worth all the electrical business to learn from.

First mobile dealers: Starting with the Simon account and adult supplies

Zhang from the University of the beginning of a continuous business with friends, both in Tsinghua University, in 2005, he joined in the wireless field, created a WAP gaming community-Le cool, belonging to the earliest batch of mobile internet entrepreneurs, with the same period of the World Network, 3G portals. In this year, the biggest harvest of Zhang is the wireless industry research thoroughly, as a mobile hundred treasure box of the game judges, he knew the SP in this industry how to make money, but le Cool did not devote to do SP, "SP price deviated from the value, so I see the destruction of the SP industry is a price return to the value of a process." Zhang said he had long seen the trend in this field and began to explore new opportunities.

At that time Zhang all day in the cool community, he soon found that he contacted these users are not like him sitting in the office of the big city in the nine-to-five white-collar workers, but they are always holding the service white-collar, service students mentality to do products. So Zhang registered a transvestite account (male registered with a female identity), slowly he found that the users who chatted with him every day, both in terms of values and habits, had huge differences with the city people, who had huge needs but not been satisfied, which triggered a long process of thinking.

"I found that the crowd made me go back ten years ago, like they did from 10 ago and 15 years ago," he said. "It was the greatest touch to Zhang, and he talked to them about the girls, pay a variety of strange topics, and chat time in the evening between 9 o'clock to 24 points, which is determined by the life of the crowd, the three low people accounted for the total number of cool users more than 90%, because the city people basically do not use mobile phones online.

"In fact, people use mobile phone internet, mostly because of the advent of the iphone, that is, after 2009, but I was in 2006 Ah, then China unexpectedly there are such a large number of persons, has been using mobile phone Internet." So you can not imagine, before 2010, China's mobile internet users of the main body is the Chinese urban and rural dualistic structure inside the other one, not our city this one yuan. ”

At the time of the cool community, more than 90% of the users are no PCs only mobile phones of the three low crowd, Zhang often cite an example: the United States car is probably half the price of Chinese cars, you know this thing, but you can not buy it? In other words, Chinese people will be one times more expensive than the United States because of our car, Doesn't he buy a car? You have no choice but to accept this price! We don't think the price is high without this choice. Just like everyone is happy every day than the car down the money, this car is cheaper than that car, in fact, it seems to me are all nonsense, the most important thing is that you have been compared to a foreigner to pay one times the money, you than what? I saw the car in the United States, I watched the sweat down, ten thousand or twenty thousand dollars of cars a lot of a lot, The Twenty thousand or thirty thousand-dollar car is already a luxury car in China.

and buy and sell treasure at that time face of this crowd's consumption characteristic is, have no other choice, the net buys only through own hand's cottage phone.

It may be that the content of the chat brings inspiration to Zhang, and cool starts to try to sell adult products on the forum. "We never shy from this, selling adult products on the mobile Internet, I am the originator of the figure." "Zhang said that at that time the customer unit price is more than 100, in the process of selling adult products, Zhang summed up the characteristics of this crowd, their consumption phase and city people completely different, in the PC adult supplies female and male ratio, SM supplies are also good, and on the mobile phone is male selling good, such as inflatable dolls, And the proportion of male and female consumption is 9:1. "It can be said that people are food and clothing stage, we are thinking lust stage." Zhang joked.

"E-commerce is a real economy, we only meet the user about 20% or even 10% of the demand, the remaining 90% need to rely on what you sell to meet." "Zhang says that when it comes to selling adult supplies, gross margin can reach 70%, 80%, in the office of Zhang has a metal closet, which is placed in the history of buying and selling treasures, he still remember the first time sent out when the goods are sent, what the goods are, aphrodisiac chewing gum.

The first order of the cool was not from a factory in the south, but from Beijing, and until now, in many of the one or two-line cities, there are still plenty of users buying and selling the treasure. Because is the first single business, and in the company location, with a curious mentality, the company sent an employee directly door-to-door delivery. "That is a male user, he connected to buy 8 times in our goods, the company's staff also sent him 8 times, when his psychological pressure is very big." "Zhang said, now this matter as a joke, but to think about it, for that employee is not funny, who knows that the person is not a sexual pervert."

Later, the adult supplies do not go down, the state increased the intensity of the pornography, the department's leadership to find Zhang talk, only asked a question: "Do you know the female underwear to the first few buttons to calculate pornography?" Zhang shook his head puzzled, the man went on to say: "You do not know, I do not know, so you still don't do." ”

In the farewell to the day of the ball, Zhang officially set up trading treasure, do a "regular electrical business."

In order to close the user, understand the user, buy and sell treasure will do in addition to do online, offline questionnaire survey, but also regularly organize employees under the factory experience life, "when you see lunch time, a big help young people out of the silent quietly out of the workshop, silently eat dinner, and then silently walked back to the workshop, the feeling and white-collar work is completely different, You will feel depressed, that is, those people prop up the Chinese manufacturing economy. "Zhang said.

From 2006 onwards, every quarter of the sale of Treasure will do online research, each survey has about two to three sets of questionnaires, each set of questionnaires about 20 to 35 questions, each questionnaire survey sample is about 5000 to 10000. "Sina and I talked about the topic of research, their users online to fill out questionnaires, three topics of patience are not, and our users can always be quiet fill out the questionnaire, but also with the kind of black-and-white screen or blue screen mobile!" This is the diversity of the group, at the shareholders ' meeting, Zhang put a mountain of questionnaires on the table, who dare to say that someone better than he knows the three lower Chinese people.

"Investment is not bushel, our users have no choice, not even comparison, he does not know what is the net fast, what is slow, what is a big screen, what is a small screen, saying vulgar words, hungry you 15 days, you will eat dog excrement." "Zhang just started to face some investors, always because of the user group's question, they think the phone's screen is too small, the network is so slow, no one to buy things there."

The truth is, city people are always worried about where to eat, what clothes to buy, watching a movie worry about where to look, even so, there are more e-commerce companies to serve them, to a certain extent, resulting in the urban population of the information is too large, formed an excessive service, when the choice of too much when the intention of the pay will be reduced. "Why the traditional electric business is difficult to do, is because the urban population choice too much, online so many electric business, offline so many shopping malls." "Zhang said.

"Good products are all tried out." "Zhang so summed up the purchase and sale of the user experience method, different versions, different interface between the design, the number of visits, satisfaction, return rate, etc., has become the main basis for the sale of treasure design products. "We are going to have one-month-old staff lurking in the factory, two times a year," he said. Zhang said, every time undercover can bring back a lot of valuable information, some questionnaires do not investigate the user data, such as the dormitory appearance, routine and so on.

"A lot of things on the questionnaire will be deceptive, our actual sales and research there is always a big gap, which means that users of their own needs are not really clear." "Zhang said. At present, buy and sell treasure repeat purchase rate in about 30%, because is still in rapid expansion, new users will always dilute the purchase rate of old users.

"When the Internet becomes an important part of a person's life, the demand for shopping comes along, so we are born with it." "Love buys the net founder Zhang Yu said, as a Silicon Valley engineer from Xinjiang rural area, Zhang Yu has been worrying about not buying branded goods in his hometown, until he returns to his hometown, the situation has not changed, and a keen sense of business has made him feel that this is a business opportunity, combined with the characteristics of rural youth's Internet, He decisively to the mobile phone platform as a breakthrough point, in 2009, Mobile Electric website love to buy a network officially online, by the end of 2011, love Purchase network has accumulated 700,000 orders, the total sales of more than 100 million.

Buy and sell treasure and love to buy a network with a group of vertical electric operators, compared with the latter, the sale of treasure can be said to be the originator of this field, but also the largest one. "Open the list of UC Browser web shopping options, to enter is the sale of treasure." Zhang said that the sale of treasure from 2006 officially on the line, 2011-year average daily orders more than 10,000, the total sales of more than 300 million. Since its establishment, the sale of Bao has more than 700 employees.