Yoho! has a cargo network from the industrial chain to the ecological circle of the distributor of the wind vane

In the electric dealers take money, burning money the most crazy moment, yoho! have goods (yohobuy.com) and not particularly dazzling development, but in the electric business collective encounter cold wave down one, yoho! goods also did not arrive this "late set".

In Yoho!, the vice president of the goods Cong looks, initially tepid one is because at that time a lot of electric operators operating the basic theory and methods are not mastered; the second is to adhere to the trend of the gene, but to win a lot of international trends in the agent for a start-up of the electricity business site is not easy But even under such circumstances, Yoho! has already achieved large-scale profit, in the past three years to maintain annual 250%~400% revenue annual growth, this year's estimated revenue of 800 million yuan. At the beginning of this year, it gained 30 million dollars in investment from the SoftBank tournament, with valuations already up 2.5 times times higher.

Yoho! has the goods can be in the domestic major electric platform squeeze in the gap between the rapid growth, because it came out of a different from the traditional electric dealers rely on capital-driven path. It is not only an electric business platform. From the trend magazine "yoho!" and "yoho! girls", to the yoho.cn online community, and then the trend of the app show development path. Yoho! has the goods clearly presented to gather the trend of the people mainly "distributor" business logic.

The survival rule of the power distributor

In the eyes of Cong, yoho! is not a comprehensive electric business platform, nor vertical mode. Because the former by category expansion, rely on capital driven, the latter in the big Electric platform of the press, unless a large share of the industry, it is difficult to have a way out. Yoho! have goods is the mode of distribution, do is the "trend of ethnic groups" business, service in a certain category of people, as long as the needs of this population, can be expanded. "The purpose of the audience is not monopoly shoes, monopoly books, Monopoly cosmetics, but focus on a certain category of people." Shang laughs.

Indeed, most of the domestic vertical electric dealers gathered in a certain or related category, hoping to use professional procurement, services to gather users, and integrated platform to form a differentiation. But the fact is usually on the goods with the cat, the same as the Beijing East, in the payment, distribution, after-sales service and platform without distinction, and to obtain customers more cost, price war ability is not more than platform. And from focus on a certain category to focus on a certain category of people, turn its way, is the key to the yoho! of goods. To the old user contributions accounted for the annual total sales, yoho! have the goods of the year repeat purchase rate has reached 67%, and the latest data to show that the site's quarterly head count also accounted for 44%.

With a number of viscous strong trend of user groups, the product layout has become a solid key to the Jiangshan. In brand cooperation and expansion, yoho! Have the goods adhere to the brand directly authorized way, on the one hand, to strive for international line of the trend of the brand, and actively promote the custom-made or vice-branded goods operation, on the other hand, also actively support the designer brand, the common big market. It is reported that as of last year yoho! brand number of about 300, the planned annual increase in the number of brands between 150-200, basically include suitable for domestic youth consumption of the first line of brand and original designer brand.

Trend is generally a feature and ethnic groups and labels, and the focus on the trend of this group of people on the price sensitivity is relatively low, pay more attention to brand connotation and trend. Therefore, yoho! have to keep the goods and the new speed of adjustment to ensure that the market response to the goods. Yoho! has the goods on line sales requirements to reach 90 days all sold out, and including Nike, Adidas, including the international front of all the first season, or even half a year order, is to consumer demand as the starting point, in the commercial chain on the wave-like, inverted-type conduction, and eventually formed a new business model

In general, the success of the yoho! has highlighted the two key points of the electricity business, one is drainage, pull new low-cost, the second is the absolute differentiation of the sale of goods, personalized, supply chain control ability to be strong. The latest data show that 2013 yoho! new users accounted for 80%, the corresponding marketing costs accounted for less than 8%, and the proportion of this year will fall by about half. When the cost of attracting users to the site is lower, the success rate of the user's purchases increases, and the differentiated goods no longer need to be sold at a lower price, the money is taken for granted.

It is understood that the current domestic similar to the yoho! have such a distribution of electricity and blood, Le You, and so on, and such a distributor is more and more investors are concerned. Cong asserts that if the advantages of a real distributor, the platform is not a threat to the fundamental structure, the distribution of electricity dealers will be long-term vitality. Japan's Zozo town and the British Asos, is in has the big Platform Electric Business website existence situation to develop.

Yoho! currently has a trend in the media and the trend of retail and the current industry new product exhibition three platforms, as well as the capital advantage of multiple rounds of financing, has now stood in the tuyere, then see how to output the ecological capacity of the platform.

From industrial chain to ecological circle

Yoho! can go to today, is to find the unique value of moving up and down.

At present, Yoho! Group has been formed including Trend magazine, trends in the community, the trend of app, power and current activities yo ' hood four-bit, this "media + electricity Quotient" of the integration, I am afraid that many e-commerce companies and media companies envy, even Ali and Sina are still in the running-in exploration period.

For downstream consumers, Yoho! has done 8 years of trend media, has set the status of the trend vane. Through the magazine, the community, the app can easily import traffic into the electrical business website. However, the most tidal business also need to have sufficient support, although there are many star tide card in support, but after all, the goods are staged, to yoho!, to support the Chinese trend of the original designer industry is the most important. "The best way to do that is to run a lot of original designer brands and hatch new original brand names." Shang laughs.

In fact, now yoho! has the goods on the product, 60% is already the original designer brand. Yoho! will be associated with some designer brands, the use of investment production and then in a proportional manner, which will greatly expand the yoho! supply chain. "Once this idea is completed, most of China's best potential designers will be on the yoho! platform," he said. Shang laughs.

On July 27 last year, Yoho! held the 2013 yo ' hood new pre-sale meeting in Shanghai, this is yoho! first attempt to online + offline O2O+C2B pre-order mode, to create a complete O2O scene experience, with a strong online dealer trading platform with each other. This model allows consumers to enjoy the convenience of online shopping and the reality of offline experience. Users can try to wear on site, experience, the trend of the brand can be pre-sale, changed the past "Fair + channel Yahuo." Activity site without cash transactions, no shopping bags, just through the smartphone app client, scanning two-dimensional code in the form of pre-order goods, and then through the mobile phone or PC-side, to pay online.

Through the formation of line + online O2O integrated shopping guide platform, not only to enhance the customer's purchase experience, but also to provide production stock data reference, to achieve accurate back-end supply chain coordination, conducive to the realization of marketing model transformation. It is worth mentioning that the participation of C2B brands, including Ssur, Stussy, including many international well-known tide card. As a result, Yoho! has a plan to open a physical store online, which can be realized in the first half of the year. According to the disclosure, the entity store will be based on the embodiment of a style of "stroll" atmosphere, but also to bring into the sense of science and technology can be purchased on-site, but also the line on the list. Consumers can not only see the latest goods, try to wear, but also the use of multimedia to understand the effects of star wearing, the collocation of suggestions.

Now, Yoho! also has an important goal is to move the end of the layout. "The biggest pain point at the moment is how to get users to use yoho! mobile products at a time of fragmentation, and yoho! mobile products must make the trend interesting," Shang laughs. ”

In fact, Yoho! 's app "show" is very interesting, users can at any time to share their own collocation or a single product, and to each single product label, to find similar tastes of friends. And show also has an important function in the "Tidal barter", where users can select or sell their own unused items on the second-hand Exchange channel. And to create their own with the star photo and the trend of the landmark photo.

Speaking of which, you will find that yoho! is almost always the place where young people get value information and products. Of course, Yoho! also has more "tidal" value chain growth in the future story, such as "trend of tourism, food and drink, trendy restaurants" and other lifestyle content and services, but also in their current ecological circle of the map. It is this aggregation of value that makes yoho! the most unique scenery of the electric business circle. "The scale of the market in China has reached 500 billion, but the share of the electric business channel is only 1 per thousand, the space is very big, promising" yoho! vice President Cong said, now is the trend of the electric dealer's outbreak point.