Yoho! Founder Liang: The electric quotient methodology of the rising Tide company

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"What's yoho!?" I threw the question to the Liang opposite.

Before visiting the founder, who has been rejecting media photos, I am pondering yoho! unique value chain extension path-first do the current magazine, then do the internet community, and then into the field of electricity, but its final form is certainly not "media + electricity Quotient" So simple, what will it be?

Liang replied: "It is a trend of communication and the trend of retail platform." ”

The term "platform" is not casually said, Yoho! is brewing a new metamorphosis, once successful, it will be able to tell a big story about the current business. In the past three years, its electric business website yoho! has the goods to maintain the annual 250~400% revenue annual growth, and has been profitable, this year expects the revenue amount to 500 million yuan.

The capital side has already been eyeing the company, and the recent yoho! valuation has risen 2.5 times-fold.

One of my friends of the electric business so evaluation yoho! have goods: whether it is the scarcity of goods and the price is not comparable, or to do the talent brand incubator aggregation platform, yoho! are the best, do not have his home.

Why is it yoho!?

At the end of 2008, Liang decided to enter the field of electrical business, which makes some investors feel surprised and do not understand, in their view, a group of media transformation to do electricity business is not very reliable, should let have Internet experience, understand the operator of the electricity business to do. In the end, Liang was made.

1, Flow canon: so that users want to buy things to find us, rather than spread ads to find them.

In a flow of hunger and thirst of the era, yoho! is still a good product, it's from the source of users accounted for more than 50% of the visit, basically the old users, or by the yoho! Media products diversion. At the same time, yoho! have to do some market delivery, mainly search optimization, CPS and Advertising Alliance, cost control within 10%, but the ROI can reach 1:8.

"Don't find where the biggest traffic is, but think about where it's going to appear." Liang said that he always insisted on a point, so that users who want to buy the most trendy products can actively find, rather than advertising to find them.

You will find that in Yoho! 's five-in-one model (i.e., the current magazine, the Internet community, the APP, the electric Dealer's official website yoho! and the current Activity yo ' HOOD), almost all the young people get the position of value information and products, which can get the traffic at a low cost. At the end of July this year, for example, Yoho! held a large offline event in Shanghai, with 20,000 people involved, and nearly 70% of people registered yoho! accounts on the spot.

The interesting thing is that the media and the electric quotient of the hybrid gene, so many times when users click on yoho! ads, will inadvertently blur the boundaries between the two. In Liang's words, their perception of the yoho! media brand is more than the focus on advertising.

Liang thinks it could be a bit more tidal, like he's considering adding some video programs, teach the user how to match; next year, with the bank to issue some "tide" credit cards, so that users can enjoy the purchase of tidal goods in instalments of interest-free payment; he is still talking with the micro-letter, hoping to use a more tidal way to do micro-trust members.

2, the scarcity of goods and the price is not comparable, from the purchase and buy hands with the matching and collaboration mechanism.

At present, Yoho! has more than 300 brands on the goods, nearly 90% of the products are exclusive, thus building the scarcity of goods and the price of competition barriers.

This will be envied many vertical electric quotient, and the outside can see the secret is, yoho! has the goods with many fashionable brand or the star Joint issue exclusive accessory line product, or obtains the international big name the exclusive authorization, even with the original designer to carry on the exclusive cooperation and so on.

However, Yoho! 's more core competitiveness may lie in relying on its own media-and-power mix of genes, set up the purchasing and buying of the gold team and collaboration mechanism, and the operation of the goods into the media content dissemination.

Take the procurement as an example, to buy tidal goods, especially international big-name products, yoho! must participate in the brand order, 3-6 months ahead of schedule, which requires a team of cooperation Division of labor. Among them, the procurement personnel need according to the experience and the historical data, determines each brand approximate purchase budget, but by the tidal person, the editor composition buys the hand team is responsible for the annotation, will all models according to detonate the tidal current, the best-selling, general, the shallow and so on grading mark out. The results of the annotations are delivered to the purchasing hand to determine the final purchase amount for each of the models.

Liang is not satisfied with this. Before October this year, the structure of the yoho! is the department of Business, media outlets, electrical dealers, the organization's internal collaboration is not flexible. Now, he has broken the company into a big department, bringing together the departments of retailing, content dissemination and marketing channels.

The resulting change is that, now the electrical Business Department procurement back goods, the Tide person editor will participate in, comb out which represents the current trend, and into the daily media content of the dissemination.

3, mobile Internet layout cheesecake Pain point, O2O heavy in the "stroll" atmosphere of the user contact.

As early as 2 years ago, Liang the layout of mobile Internet, its yoho! app in the Apple App Store in the download volume is far ahead, and Yoho! has the order of the goods app now accounted for the total sales of 20%.

In 2014, Liang said, he wanted to put the importance of mobile internet first, and the biggest pain point is how to get users to use yoho! mobile products at the time of fragmentation.

"The tide is not the same as eating, not leaving the tide, the days will not go on, yoho! mobile products must make the trend become interesting." "Liang said, is trying to move the end of the special sale, flash purchase and so on, so that users from time to time to take a mobile phone to see, so as to enhance the active degree.

A more rewarding experiment is that yoho! will enter the line and try to O2O Pan-channel retailing.

I remind that some Amoy brands have had a lesson here, after all, online and offline retail play there are some barriers. Liang smiled and said, the most afraid of is that there is a gap, "we are not to sell products and cut off the shop, but because the user has the demand, the domestic shoppingmall are too similar, the tide goods too little."

Yoho! will open the first experience shop in Nanjing, Liang for the function of the store has a clear understanding: 60% of the energy for contact with consumers, to create a trend of cultural space and stroll atmosphere, as long as the user contact, like, the remaining 40% of the sales will come naturally.

According to this idea, yoho! experience shop will be based on the embodiment of a style of "stroll" atmosphere, will not regularly invite some people or stars to hold activities, detonate passenger flow, but also to bring into the sense of science and technology, users can see the purchase of goods on-site, but also to the online list.

There have been a number of shopping malls to find Liang, hoping to yoho! can be settled in order to enhance the trend of the atmosphere, the real estate companies even proposed to build a trend with the Yoho! mall.

4, from the industrial chain to the ecological circle, the platform and capital capacity output.

Last year, Reebok and the film "Spider-Man" to cooperate with the production of several custom shoes, it first put on Taobao more than half a month, the result only sold more than 20 pairs. Holding to try the mentality, Reebok found yoho! have goods, the result just one night sold more than 80 pairs.

"Yoho! can go to today, is to find the unique value of moving up and down." "Liang said, yoho! the flow of goods than Taobao big, but including Nike, Hong Kong I.T, Vans, Reebok and other upstream of the first line of brand, is willing to supply, and as a first agent, for two reasons: one is yoho! covered by the tide people are their most want to affect the target customer base, Can generate resonance and brand loyalty, the second is the trend of goods sales ability better than other electric platform.

For downstream consumers, Yoho! has done 8 years of trend media, has set the status of the trend vane.

This value aggregation makes yoho! a new way, become the most unique scenery of the electric business circle, but Liang also in the reflection: "We want to change from the trend of the industrial chain to the construction of the eco-circle, after all, the industrial chain is more like the upstream demand model, while the eco-circle can be the whole industry synchronization ahead, the pattern is much ”

Liang that he has the trend of media and the trend of retail two platforms, as well as the capital advantage of multiple rounds of financing, has now stood in the Tuyere, and then see how to export this platform ecological capacity.

At present, yoho! platform has about more than 300 current brands, Liang hope to do more than 400 next year, 2015 to achieve 500~600, which will basically include suitable for the domestic youth consumption of front-line and original designer brand.

To this end, yoho! is ready to set up a new channel next year, specializing in the incubation of those small, rookie trend designer brand. For a long time, many domestic designers can only have a creative dream, but only open a small store, Liang hope to change this reality.

Liang's platform dream is one of the key points, that is, how to maintain the size and stability of the supply chain of small public-tide brands. His idea is to work together to create a joint venture in the first half of next year, working with companies with production capacity and offline retailing capabilities, while also accelerating the incubation of local-style brands with a stake or a proportional split.

"Once this idea is completed, most of China's best potential designers will be on the yoho! platform," he said. "Liang said.

Of course, yoho! also has more "tidal" value chain growth in the future story, for example, as the young trend of the gradual maturation of the community, "trend of tourism, trends, eating and drinking, trendy restaurants," and other lifestyle content and services, can also be added to the map of its current ecological circle.