Today's vice president of capital, Sun Yanhua

Today, vice president of Capital Sun Yanhua (Sina Science and Technology Han Lian/photo) May 2011 from 10 to 11th by the consultation sponsored by the third China Clothing Electric Business Summit held in Hangzhou, Sina Science and Technology live broadcast the conference.　　The figure is Sun Yanhua, vice president of capital today. Thank you.　　Just two very good speeches, two did not have PPT, because the company stipulated that we should use PPT, because we can not say the wrong person to offend. Just now the host asked a question, why e-commerce, in particular, we see from the second half of 10 onwards, to the gold-dong to reach billions of dollars, rose to an investment boom, has been developed to now, basically Kim Dong and van three months to do an investment.　　You can see that there are some news reports, round after round, I think the guest is the same. Why is it so crazy? Back to the teacher Lu just showed us some data, because E-commerce is really very rapid development, this rapid reason is where? Because we as a venture capital fund, the traditional industry also see, we look at the vitality of a model to see what things? We see in the production value chain, there is no to shorten the value chain, or to make the entire social value chain shortened or more efficient, e-commerce is undoubtedly a valuable contribution to the value chain. Just now the moderator cited the example, saying that we sell a product in the department store, such as a diamond enterprise buckle point is the highest, is 30%-35%, because it is on the first floor. This 30%-35% is actually imposed on consumers, in fact, consumers do not need to experience the market, this is to get the goods themselves, it is not to which department stores to buy, so this 30%-35% or 25% can actually be frugal. And E-commerce makes into an industrial chain, from production to consumer hands to omit a part of the middle. Once a pattern increases the value of productivity, the value is vital. Why E-commerce has such a big development?　　I think it is not the results of the work of E-commerce practitioners, but the whole model of society itself is to promote the development of society. Today, I share with you a few of the people I look at e-commerce from outside the door, I dare not say that I am a practitioner, talk about some understanding of e-commerce.　　In addition to share with you how to introduce venture capital, and finally make an advertisement, introduce ourselves. In fact, I think I am very happy, recently I look at e-commerce more, including you, including myself, very exciting things to us, last year the entire retail market growth is more than 100%, online retail has to 500 billion of the size of the.　　In addition the garment industry its growth scale is higher than the entire online retail average size, and the entire apparel E-commerce accounted for the entire E-commerce One-third, which should be said to be a very large runway, so that everyone has enough space to play the runway. We used to be in Changde, the third-tier city of Hunan, where our entire team stayed for more than two days, and we went over there to do something that had nothing to do with the project, that is to go to those consumers home, that is, those PUIt took two days to interview and visit the family, the first day asked the research company to help us arrange door-to-door visits to their homes, open his wardrobe, see what brand of clothes he bought, ask where he bought, open his bathroom window to see what cosmetics he uses, open his freezer to see what he eats, is to try to understand our customers. The next day we found a lot of representative consumers, seven or eight people gathered together to do the research, the host asked them questions. We found a few very interesting phenomenon, we today Capital brand has a certain understanding, we agree that TV is the best brand, and then we went to Changde a look, three-tier city certainly everyone watching TV, we asked him after dinner what do you do? Because in those three-tier cities young people usually eat at their parents ' homes, 30-year-old couples do not cook, all go to their parents to cook, so after dinner 6, there are plenty of time, before we thought it was a lot of them watching TV, and then we found that first they said I eat after dinner on the net, Five hours to spend two or three hours on the internet, the second thing is to go shopping, they usually shopping is to visit the big run hair, the third thing is to watch TV, this with us to the place before the imagination is very big difference.　　This difference is a very big impact on us, because one or two line consumers are a lot of business services, space is there, but not three or four lines of urban space so large. I think the three or four-line city, because my hometown is Jiangxi, my hometown is a four-line city, these two years changes very big, the consumption ability is very very strong, but has a vexed, because many brands do not go in, in my hometown that city, the Playboy, the Dream special jiao now is there the first line brand, actually everybody knows the Playboy, Dream of these brands, we go to Taobao, where the customer has a lot better than its quality products, and value is its One-fourth, one-fifth. This means that the flow of channels is a malformed channel, this malformed channel to E-commerce, give everyone here a chance. So why do I say that it is exciting for us because the market is passionate enough so that everyone is exciting and there is plenty of room.　　Of course, E-commerce Taobao is work, E-commerce Taobao accounted for a large proportion. Tell me about my own feelings, I think Taobao's contribution to the development of E-commerce in China is very large, we cast the Kim Dong Mall, Diamond birds, more fortunate, we cast early, all aspects of income, good returns. But we think that Taobao really bought E-commerce and consumer base to hit down, so the clothing e-commerce or Taobao-oriented.　　Of course, recently there are a lot of emerging brands, including every guest, Kim Dong, and now a lot of clothing is doing. I have also seen a lot of traditional clothing enterprises, e-commerce apparel Enterprises also looked at some of the future pattern of e-commerce, we have some very superficial understanding, we believe that the future of clothing e-commerce may be compared with the offline, a class is like department stores, shopping malls on the integrated platform, this comprehensive platform has now been formed,Like Taobao Mall, Kim Dong, Excellence, V, so the first category is a large platform, General department stores, clothing as one of its categories. The second category is some vertical costume class, but it is also a platform, such as the current V, I also know that there are several enterprises to go this way, it is also a platform, carrying a lot of brands, even carrying from underwear to clothing, to children's wear, is in the field of clothing multi-brand platform, like the current V All this way. The third category may be some brand stores, there is a strong brand personality, you sell something is your own brand or some of your own brand, there is a strong brand personality, this kind of possible future customer base relatively stable, more loyal, appreciate your customer base.　　In the future we think that the electronic commerce of clothing is these three kinds of platforms. I would like to invite all of you to think about a problem, is your business in the future is how to locate, because the last time in Beijing we sit again in a hotel lobby, next door someone said: I next year to surpass the V, the back to catch up with the gold, after the big back Taobao out. I was curious to have such ambitions, I talked to him, he was a young man who did the electronic commerce of garments, and had not yet begun to do so. I asked him to talk about some of his ideas, and later he was not clear about his position. So as an e-business must have a clear positioning of their future development, your core competitiveness in where, not everyone can make a platform, not everyone is suitable to do a platform, some people are suitable for brand, some people fit to do vertical market.　　There are many people are very impulsive, because the platform space is big, that market is exciting, but that market is not your, so find your own position more important than others. In recent years talk about the relatively hot, a lot of enterprises also got the venture capital, why the introduction of venture capital I will not speak. Here are a class of e-commerce enterprises, there are more traditional enterprises. My proposal, because the nature of E-commerce is still a relatively large investment in the early stage of an industry, so it is relatively large demand for funds, if you are to do an independent E-commerce platform, do a good job of someone to send you money, take investment is the natural thing. Big Online brand, your online business depends on how your company positioning, but my suggestion, if possible, you online this platform if you can introduce some external shareholders, the development of your company is beneficial. A while ago I was chatting with a very famous brand of E-commerce head he said that they have done a lot of the scale, his biggest annoying is very excited about E-commerce, but a lot of things have a lot of bend turn, need some countermeasures, because the biggest feature of E-commerce is from the supply chain system and service system, Not to say change, is to reconstruct supply chain system and service system. The previous year may do a billion or so, the traditional industry may do 300 million, so in fact, do not need to restructure the supply chain system and service system, when you do big enough you have to refactor, the pressure of the refactoring can beCan be bigger, the way of thinking may be different, at this time may introduce some foreign investors, some diversification in investment, when you convince your boss someone to help you say, and there is some evidence, some from other industries, business experience may be easier to convince.　　So to everyone's advice is, if possible, your e-commerce this piece can consider the introduction of some other shareholders, and to tell the truth of the future of E-commerce may be five years later, ten years later the traditional piece slowly forgotten, people remember is your e-commerce business. Some good venture capital partners can actually help everyone busy, good venture capital brings not only money, in fact, a business, especially now E-commerce enterprises are facing the problem, the first is the problem of people, all E-commerce is now short, good e-commerce enterprises,　　There are a number of talents in the field of E-commerce reserves can help you.　　(pictured) This is our investment in Jingdong Mall, we have to share our experience with the BoE after the Beijing-east growth is relatively fast, from investment to expansion, all of a sudden put the amount of jingdong to a relatively large magnitude. Finally share a little with you, maybe you do a good business, there will be many VC funds to find you, then what is the better? I think more suitable for the venture capital partner, the first it is more agree with your business development philosophy, you say five years after the dream he wants to be able to understand, he should agree. In addition to the team to understand the operation, management experience, it is best to cast a similar enterprise, the best also have some failure of the lessons, nor can all be successful experience.　　Third E-commerce is still a long-term business, so the best partner is a relatively long-term investors, not a short-term speculation. You may say that I do not work in your industry, how do I know that this person is suitable for me? On a few tips, first listen to the top five questions he asked, it is often said that there is a fund to come, the third person asked me how much profit, when the listing, this may not be for you, if the top five is about the market, operation, it is concerned about the company itself, not its profits. Second, for your company, the characteristics of the industry have their own views, because venture capital is not the industry, so the opinion is not so deep, not necessarily all right, but at least you can hear him thinking about this, it's not all right, but it is after thinking, or understand a little, This is very important for your future cooperation. Third, for previously invested enterprises have done what things, talk about the latter you can put forward to your previous venture to visit their CEO, see if you can help.　　A lot of people say in a few years I can help you go public, this I pack, this is unlikely.　　Finally do an advertisement, we are a 680 million dollar fund, we have participated in the early Jingdong Mall, diamond birds and so on, in the field of e-commerce we are still relatively early participation. Our target business E-commerce is one of our most focused layouts, and we hope that e-business enterprises will participate in modularType basic stereotypes, need funds to help enterprises, we invest in the amount of 5 million to 70 million or 80 million U.S. dollars. Thank you.