Wook Xu Longhua: Using app to build Indonesia's 3C accessories industry's first brand

I dark Horse: Not long ago, Business-to-business mobile platform Wook won a 30 million yuan a round of financing. The project's financing experience is legendary: Founder Xu Longhua is a dark horse camp students, in a dark horse class, he took Wook to do a road show, the results of the site has four investors threw an olive branch. It has been a long time since the development of business-to-business on the mobile side is not ideal, why wook can impress investors? Wook is a mobile Internet product that is hatched inside the Indonesian Special Telecom Co., Ltd. The company has been in the Indonesian market for four years, Xu Longhua created the Vivan brand, is now the Indonesian 3C accessories industry's first brand. In 2010, Xu Longhua, who worked in TCL for 7 years and won the annual Marketing Golden Horse Award, decided to start a business. A coincidence, he went to Indonesia to visit friends when he found the local business opportunities: a large population, the concept of consumption is open, the demand for products exuberant, but manufacturing lagged behind. In the Xu Longhua industry, Indonesia is a huge consumer market, and China has a huge manufacturing resources. Why not integrate China's resources upstream, then do the market in Indonesia, playing brand? Xu Longhua immediately decided to start a business in Indonesia. Smartphones are starting to take off, and Xu Longhua a good prospect for future smartphone-related industries. But considering the risk of personal entrepreneurship as a smartphone, he decided to start with the peripheral products of smartphones, mobile power supplies, batteries and other smart phones, using the advantages of China's manufacturing industry to create a Vivan brand, while acting as another 3C digital brand in Indonesia for distribution. By 2013, Indonesia's extraordinary telecommunications had become the largest 3C parts company in the region. Although the development of extraordinary telecommunications is bullish, but in the final analysis is still the traditional business model. At the end of 2013, Xu Longhua returned to participate in the Black Horse camp, contacted a lot of domestic excellent internet companies and electric companies, and then produced the idea of upgrading the business model of the company. The traditional model is still good, but 5, 8 years from now, Indonesia may be like China, then we will have to upgrade earlier. After groping, Xu Longhua gradually clear the direction to do a mobile end of the business-to-business platform, China's excellent manufacturing efficient docking to small and medium-sized retailers in Indonesia. Indonesia is a highly developed mobile Internet country. Data show that Indonesia's Facebook and Twitter users ranked the top four in the world, the number of micro-credit is the highest outside China, so the local people's acceptance of the mobile end is no problem. Wook connects the two ends, one end is greater China's manufacturers and brands, they have advanced manufacturing power, but no energy and ability to open up overseas markets. Wook offers flat sales channels to help them achieve rapid growth in Indonesia through a strong Indonesian push team. At present, there are Tengda, Scud, aviation Jia and other more than 10 subdivision areas of outstanding Chinese brands stationed in Wook. Xu Longhua's plan is that by next June, the brand will reach 30. The other end is Indonesia's thousands of small and medium-sized retail outlets. Indonesia's ModernThe chain industry is not developed, the country's largest mobile phone chain stores only more than 500 stores, the largest appliance chain has less than 50 stores, and the price does not have the advantage as China. Instead, individual merchants became the main channel for selling communications and digital products. Extraordinary telecommunications in the past few years, the cooperation of retail outlets over 10,000. For them, through Wook can find a good quality assurance and after-sales service products, direct docking with Chinese manufacturers, remove intermediate links, reduce the purchase cost. More importantly, extraordinary telecommunications are working with ICBC in Indonesia to provide financial support to retail shopkeepers. The shopkeeper can obtain the interest-free account period of the bank through the Wook Mobile terminal platform. In addition to the more flat channels, the original need to pass the manpower to deliver orders and data, now through the Wook fully it. For example, the original new product to shop, you may have to spend two months to promote. Brand salesman needs to contact the importer first, the importer below there are salesman docking retail stores. Now through the way of it, products and information can be passed directly to the retail store, a lot more efficient. Xu Longhua said. The traditional product flow is from the factory to the Distributor, and then to the dispersed retailer, the flow is one-way. Wook a large number of retailers to integrate, can go to the upstream manufacturers mass purchase, custom products, to obtain the same bargaining power as chain stores. Xu Longhua that this must depend on mobile operators to achieve. Ask why you don't do the mode, Xu Longhua Analysis said Indonesia is an island country, logistics infrastructure is very poor, almost no highways, transportation mainly rely on ships and aircraft, even the relatively fixed delivery line of the business-to-business model, distribution costs are high to 5%-7%, some areas even higher than the cost of domestic services. More decentralized and uncertain orders will further increase the cost of distribution if open to the consumer; from the user's habits, Indonesia has no third-party payment tools, online shopping is relatively backward, at least for 5-8 years, it is difficult for consumers to become the mainstream model. Therefore, Xu Longhua that the traditional retail channels in the future for a long time is still the mainstream of local sales of products. Wook platform focuses on China's manufacturing of highly advantageous 3C, home appliances and other consumer goods areas, with a broad growth space. Dark Horse Enterprise Information: Wook Indonesia Special Telecom Co., Ltd. Founder: Xu Longhua Online Time: December 2014 main business: To connect the Chinese brand and the Indonesian retailer's Business-to-business mobile business platform in the region: Indonesia, SHENZHEN, China: More than 200 people financing progress: get a round of financing I Black Horse Reviews: Wook is not a thin air of mobile end products, its behind the extraordinary telecommunications in several years accumulated industry barriers, with mobile internet will be more efficient traditional business-to-business, create greater value. At the same time wook very grounding gas, did not copy Chinese experience, but combined with the actual local market innovation. Future prospects are worth looking forward to.