The three secrets behind the marriage of the happy Bee Net

Only the product will le Bee net "fit", it has caused a variety of speculations, as well as questioning. But there are many intriguing behind-the-scenes tidbits behind the marriage. Here are 3 secrets for you.

Secret one: Only the goods will invest in music Bee Network press conference why not?

According to the report on Sina Weibo, we can see that the Strategic Investment Conference selected at the Ritz-Carlton, Hong Kong, but the Conference did not invite any traditional media to participate, but only to invite the electric business circle from the media, and the scene Strictly, The pictures and news sources are all sent by the public relations Department of Guangzhou to the media, such things are the first.

In fact, as early as a year ago, only the goods will be in the test water from the media to publish the practice. 2013 is "from the media" year, Lo Zhenyu, Shenyin and other traditional media to run their own brands, and only the goods will be the first time in the electric business circle to use "since the media marketing", they Cheng public accounts on the first sponsored ads, spending less, but as the first to eat crabs, caused a report of a small climax, even more than 10 traditional media scrambling to report the matter. This cost-effective marketing let Shenya tasted "sweetness", as a pragmatic businessman, Shenya highly value the actual media marketing effect, and strictly control the media budget. There have been dealings with Shenya in South China, a media revealed that Shenya even for an outdoor advertising budget, personally in the negotiations. And this style is very consistent with the only product positioning: Pay attention to the price of purchase.

The electric business of the "heavy News", although a media has not invited, but the two days only the report has become the media circle of the biggest hot, almost all media and media platforms have reported this marriage, Shen Boss's Abacus played fine?

Secret two: What kind of person is Shenya?

As a dark horse in the Dark Horse only, its founder also attracted outside attention. Once in the electric business circle popular word is, "Shenya is Ma Yun most want to see electric businessman." "And more than one person in the electric business said," Whether you can get to Shenya is a standard to judge the specification of an electric dealer's activity. ”

In an exclusive interview with Shenya, the Chinese entrepreneur, Shenya smiled and denied the news, but he also admits he is not willing to be interviewed by the media, "we think it's a lot of energy to do interviews, and the problem is that what you say in the media today is what others think is your idea, if we don't go to an interview, you write us on the periphery, Have nothing to do with us, write me very bad also doesn't matter, write I very good also casually you, because the voice of their own does not matter, also affect me. What we say ourselves is really our own discretion. ”

He even asked us to write a smaller number of interviews and write a shorter one, because "less exposure." Otherwise, they should see the whole, but we do not want to peer to see too much. ”

Shenya also has a unique evaluation of the electric Business Circle, "E-commerce should focus on commerce, not it." "He thinks the current popular big data, cloud computing is not the focus of e-commerce now phase," The essence of E-commerce is that you want to put the business straightened, you have to put the front-end supplier and the lower end of the customer, these two things to think clearly, you will understand what this brand, members want. These two needs to be caught on the line. The electronic is arranges us to make it out, often does it the person he thinks, he does the electron to do all sorts of, does very good, ultra gorgeous, or is the function is very strong, but he neglects the most basic demand, that he is not must die. ”

Secret three: In fact, the only product will have seen the future of vertical web site.

Many people think that the only product will be the vertical website, some people think that only the goods will be "small and beautiful" platform, but Shenya himself that the only product will be "between vertical and platform between a special platform", this "special platform" with the cat, Jingdong this "big platform" is not the same.

But on the other hand, top executives think "vertical platforms" can be tough. Even in the interview in January 2013, only the CFO Yangdonghao more directly said, "vertical platform is basically out of the way", "the majority of independent brands have a lot of opportunities, but the main retail platform for the vertical electric dealer is doomed to no chance." Shenya did not directly evaluate the way out of the vertical web site, but said, "vertical sites will be harder." "Because," they have things, big platforms have. ”

Shenya The Chinese entrepreneur, the vertical platform can only meet a single category for the flow of money. "People say today I want to buy a thing, I certainly have another thing's demand, his flow can only meet him 200 pieces, in fact, this person can consume 400 to 600 pieces." Then he loses, and the flow of money loses. ”

Therefore for the only product will, the category should try to all-inclusive. "That means there is a one-stop meeting, and then our one-stop meeting is good, all the low discount one-stop." They'll be happy for our members. Shenya said in an interview.

From an interview made a year ago, it can be seen that only the executives of the product will see the future of the vertical web site very clearly, and as a cosmetic vertical website of the Lok Bee Network, as a category can be given to the female users of the only products will be very good to supplement, and as their own operations will be more difficult to the Lok Bee Network, its choice to sell to the only product will also be understandable.

And what's interesting about this is that Shenya a year ago and a year later, does it mean that he already has the idea of acquiring a vertical Web site? If you see Shenya a year ago, I do not know what kind of feeling?

Notice: In 2014, the first major event of the electric business "only product will be a marriage of music Bee Network", also known as "LV Incident", "China entrepreneur" magazine will observe and record the whole story. Next, will also launch the Lok Bee Net founder Li's exclusive interview, as well as the only products will disclose more details of the story of investment, February 27, only the product will be the marriage of the "Peach Blossom Festival" Open, the two sides will be more details of cooperation would be disclosed, "Chinese entrepreneurs" will be the first time to follow up, please look forward to!

Attached: January 2013 "China entrepreneur" interview only the founder of Shenya exclusive Record (with abridged)

Shenya: I firmly stand on the side of Ma Yun

Reporter: Shen General can ask you think our positioning is famous fashion, you think which some brands, because I know only will be on line on the line some very popular, similar to Sen horse, Nike This, this general people feel not famous.

Shen Total: In fact, now called the public brand. What does a popular brand mean? Because Chinese traditional business is a department store, in every department store basic can see, we are familiar with the brand, these brands are basically we are sweep. Of course, we also have some regional brands, such as he sold in Shanghai today, no shop in Guangdong, then we will be based on the price of these brands, visibility or its fashion level in all aspects will also choose to do some, because to meet the needs of customers. In addition, like Amoy brand, we are also selective, but do a small number of estimates may be selected up to 10 brands.

Reporter: You will also consider to do Amoy brand, it will not be with the cat these forms of competition?

Shen Total: But in our above only to do short-term sales, and also because the price of Amoy brand to make it more suitable for the online crowd, this aspect it has done particularly well.

Journalist: Is it related to your position? I told Yang the other day to find a data is very interesting, you on the first line of user data accounted for only 10%, but in the two or three-tier cities and even at the county level, the township has more than 20% of the proportion. So your customers are focused on two or three or even three or four-line cities.

Shen Total: We are about 15% line, the second line is fierce, the second line seems to be almost 23%.

Journalist: Yes, there are more than 20 of these at the township or county level.

Shen Total: The remaining is four lines, but three-tier city we have more than 30.

Reporter: Yes, so your main force is still in the two or three-line city.

Shen Zong: Yes, we can't position ourselves as a two or three-line city, in fact, the growth of the two or three-line city, the fastest increase, the first-tier city we doubled a year, second-tier cities quadrupled, three-tier city, the description of the two or three-line city of its department stores underdeveloped, more to the following department stores less developed, and today to their department stores, For example, a county or a prefecture-level department store found that these brands are not what he wants, or that he can choose a small range, a place may be a few department stores, may be two, three, how can he do? How does his needs get satisfied? And they came to our platform and found that there are so many brands, the problem is that these brands also make so many discounts, he is in the local department store where there is such a large discount, so that their demand is strongly stimulated, which is the reason for their rapid growth.

Reporter: The future of the two or three-line city is not likely to become your main consumption, now should have been your main consumption of the crowd.

Shen Total: The main force for us, we now call the natural play, the future we will adjust, not to say that the first-tier city we are not important, because with the scale of the large proportion is will be less, after all, there are only four first-tier cities. But then we can not give up the first-tier cities, because the first-tier cities are important to us, why? It is a wind vane, what the first-tier cities do, what the first-tier cities sell, but it will also affect the second line, three line, so this is not to say we want to give up, but at present we speak of the barbaric pattern of growth is this, We need to make some adjustments.

Journalist: It is also appropriate for China to divide the consumption class. I do not know whether it is such a phenomenon in other electric dealers, such as the Sky Cat or Beijing east as if the city is still a very large proportion.

Shen Total: The cat I estimate is similar to us, but like jingdong I estimate the proportion of the first-tier cities.

Journalist: What was the cause?

Shen General: This is related to his logistics and distribution, it is a place, its logistics layout is its own distribution, may first-line, second-tier cities to achieve 211 distribution faster, this is my personal guess.

Journalist: Have you ever thought about the reasons for your heartfelt love, and do you think that there are other reasons why they are so pro-only if they are just saying this point?

Shen Total: I think because we only goods will be to do deep discount goods, then the depth discount is really to our customers value, such as the original department store to buy a dress, we can buy three or even four pieces.

Journalist: Same price.

Shen Total: For example, he spent 1000 yuan in the department store to buy one, in my place can buy four can even buy five, because our clothes sometimes dozen 20 percent, if it is a two discount can buy five, 25 percent buy four, 30 percent words to buy more than three. That would mean a great value to him, everyone wants to buy something cheap, regardless of clothes to see everything above us what cosmetics, bags, shoes, all kinds of things are discount form anyway, are value, because we do not like the purchase of the store layer of price increases, and the department store's buckle point is high, other dealers, Agents along the way.

Journalist: In fact, there are more taxes and levies in the middle.

Shen Zong: Yes. So this piece of words to get off, they have a feeling today after their life changed, as long as once come to our side of contact and changed, he felt afraid to go to the department store, although now the department store discounts. But maybe we are playing 30 percent, 25 percent, department store 70 percent or 80 percent, or buy 200 to send 100 or something. It's not a bargain. In this way, they just assume that the impression, it becomes a buy anything to come to our side to see if he is very insistent on a certain brand, only product will not, he may go to other sites or really go to the department store. Or for example, he wants to buy Artie today, but he will not, but he saw the only product that day Nike, he felt OK. This is why there are so many people waiting every day to see our brand, he hopes to find the right things. If there is this demand first to the only product will be satisfied, only the goods will not he went elsewhere.

Journalist: Do you think it's not time to focus on the luxury stage?

Shen General: Our future is the same, that is, synchronous development, we are doing this popular fashion brand is certainly the general direction to vigorously promote, but the luxury of our next period more and more mature, we will also spend more experience to do this piece well.

Journalist: two pieces together.

Shen Total: Two pieces of a good.

Reporter: Long-term sale and flash purchase, you compare their advantages and disadvantages is what?

Shen Total: In fact, flash purchase also has shortcomings, because many people come in some brands can not buy, only we sell what he bought, so our traffic will be a bit wasteful. But good for them today to make a quick decision, and surprise him. So these two are different concepts.

Reporter: The long-term sale of words may be customers easily targeted, purposeful shopping, for example, I saw a brand in the department store, I searched.

Shen Zong: Yes.

Reporter: But his disadvantage is not easy to fall into the price of the war.

Shen Total: Like the regular long-term sale is very easy to compare prices, compared to come out later will choose. And like regular websites sometimes look at the amount is different, customers make a decision to buy sometimes two days, the longest to 4 days.

Reporter: The only product will have not calculated the average how long it takes?

Shen Total: is today to buy after the purchase, do not buy him, because the next four days after the things are gone.

Reporter: And all changed, different.

Shen Zong: Yes, wait until he wants to buy and do it again.

Reporter: This solves a problem, the Internet customer often is hesitant, he buys one thing to be quite many times, but the fun also is here, therefore only product will customer may not have this kind of fun to slowly compare.

Shen Zong: Yes, his fun is everybody in Rob, grab this is his fun.

Reporter: So there is a point of view that the rapid growth of the product will benefit from the serious backlog of China's apparel industry inventory.

Shen Total: In fact, it should be said, is the benefit of the current offline retail dilemma, so that will be good to say, can not say that inventory, is the line under the pin does not move, we thought to find new channels, moved to the line.

Reporter: You said the offline dilemma in addition to inventory is there any other dilemma?

Shen Zong: In fact, the main reason is the sharp decline in sales, may be the lowest point in the past more than 10 years, we have never met this low.

Reporter: Why this year will encounter this problem so suddenly burst out?

Shen Total: We think may have a relationship with the environment, in addition to the changes in climate unpredictable, there is also a high estimate of their own.

Reporter: Overcapacity.

Shen Zong: It is really important that the line up, they do not realize. He thinks these people will still go down the line, in fact, you ask around 100 friends, most of them start shopping online, because everyone knows the line is cheap.

Reporter: So said Wang and Ma Yun play the game, do not know you have not looked, said that the online retail industry may be accounted for 50%. What do you think of this view?

Shen General: I think the caliber of the problem, because the social retail also points refueling, hotel these, you want to see your caliber, if the shopping mall is purely retail, we speak all kinds of business, supermarkets, shopping malls, shopping mall are put together, absolutely super 50%, 10 years later.

Reporter: So you are firmly standing in Ma Yun this side?

Shen Zong: Yes.

Source: Chinese entrepreneur Author: Lingling