Two-year summary of Zhiquan Entrepreneurship: 5 commercial experiments in Great Park

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"Editor's note" August 2012, from the establishment of their own bowser net left, Zhiquan began the second pioneering project-home textile brand Big Park. Want to position "tall" Zhiquan, in these two years experience what tangle and trial and error? And listen to him at the 2014 brand Electric Dealer (Haishu) summit on the brand positioning, development speed, team management, mobility attempts, margin design, five aspects of the attempt to make a summary:

Great Park founder Zhiquan

On positioning: Error-Quick change

Big Park August 28, 2012 online, 2013 is to test their own many business assumptions can be set up a year, the process is very painful, very tortuous. 3721.html ">2014 year Enterprise easy Some, adhere to some things in this year by the consumer recognition, access to a group of loyal users."

One of the big mistakes of the 2013 is that Dick Silk is a bit of a success. The last time you started a business (the bowser net) made some success, and the second venture wanted to do something big, and we were positioned for a high income woman around the age of 40.

But in fact it was a pretty bad crowd, and there was little life except work. We soon adjusted to the 2014 as a young mother and expectant mother, who cared more about safety and felt the importance of safety. As a result, the situation in 2014 was relatively good.

Before a lot of people feel that we have no market positioning, do not think that the simple plain design of the people will buy, but we have always insisted that our safety quality to do, by 2014, settling down customers will be very recognized.

Talk about speed: slow is fast

Park just online when the practice is not to advertise, 2012 years did not spend a penny advertising fees, we think good products themselves can speak. At that time sent a lot of people out, including many friends around.

2013 we spent some money, have a certain influence, but in doing this thing, we always adhere to the brand positioning and quality pursuit, even if encountered a lot of criticism. Some time ago we took six places, pulled out the users, made them vomit, and told us all about our problems, and we listened to them.

In this process we have to be certain: we only do things that people like us prefer. Put them to good service, the things you want to do the ultimate, the price to achieve the ultimate, the quality to the extreme.

At that time, we did not think about how much business to do, and did not think how fast, because the last round of entrepreneurship to do fast, a few years to a company from zero to 2 billion, now almost impossible thing. And this growth is not necessarily a good thing, you see it outside the situation, a feather, consumers complain about countless, the heart will be very suffering.

So we want to be able to slow down, to be a person who also like, service less people, insist on going outside to do things. When traffic is really expensive, choose to let customers help us speak.

We are slowly starting to enjoy the benefits of this year, our users to help us go to the sun, help us to do the recommendation, we do anything to tell customers, make mistakes also frankly tell customers, why make this mistake, why. No business will make mistakes, and mistakes are no big deal.

Happy this year, the first half of the year sales exceeded last year, marketing costs less than One-third last year. The first half of our industry is much more important than the second half of the year, with more burdens than last year. Do it seriously, believe that you can do the goods well, naturally will extend a result.

Talk about the team: as long as the

In terms of team management, we're doing an interesting experiment--park is now basically not recruiting 88, 89 employees, only young people after 89. The Spring Festival holiday is not less than two weeks, one day holiday, work less than three days holiday.

Work is the time to take efficiency, this time I don't care about you, someone to take care of you for me, completely external management internal; In addition, the past team management is a big problem is emotional management, staff easy emotional rebound, in fact, nothing but personal mood is bad, every month has a few days of discomfort, will certainly create contradictions. We all work together there is a bottom line: The User Service is good, this is the basic bottom line, with this to do basic management.

The way to get employees to really work is to make the job fun, and any management Jiabuzhu he wants to do. Our company also does not clock out, can as little as possible tube as little as possible tube, this is our practice, quite happy, and did not hinder the speed of our development and collective time effective cooperation.

We are doing this now, completely to the management, to the center, now happier than before. See the group has a problem good comments to the relevant people, this way everyone actually very happy.

Talk about moving: big guy likes to brag

We are the service, the finger is to see the moon, not to see this finger. Be sure to forget your PC, don't move the PC up, and start again. Do not go to the past where the good, where the bad way, according to the new way to do on the technical innovation must be endless. Today objectively speaking, only a few big platforms are talking about the amount of mobile interconnection, but I do not believe this is true, mobile transactions are indeed more than 50%, but does not mean that the user sales of more than 50%. I can't do 50%, I think it's strange. Two dimensional code sweep micro-letter pay how much money, immediately go up? It may not be so exaggerated today, but it must be done well.

On gross margin: continue to fall

We strive for 2014, 2015 to reduce the margin to a lower level, to see what the bottom of the gross margin, but also to protect their healthy growth. The future world must be more and more symmetrical information, more and more transparent, no consumer is willing to buy a very high margin of things, unless you are jobs.

We are actually doing an experiment on the internet to see how a new brand such as the park can guarantee success in the absence of too much money.