Yoho! have goods Shang smile: The Distributor is heavy in know not sell what

July 11, 2013 Power/Mintong News/--Power http://www.aliyun.com/zixun/aggregation/1642.html ">yoho! the goods" of the rapid rise is not unexpected. With the domestic largest trend magazine "Yoho!" and has 2 million registered users of the trend of the community as a backing, yoho! have goods in the last year to achieve break-even. Unlike most electric dealers who "do the same business for everyone else," yoho! has a desire to "do all the business for a group of people". In the view of its Vice-President, Cong, the business model makes it possible for the appliance merchant to live under the gloomy macro environment.

"Do all the business for a group of people."

From Dangdang came to Yoho!, Cong think yoho! have goods although in the platform scale than Jingdong, when the integrated platform, but its business model on the uniqueness of its sustainable development provides a greater possibility.

According to Cong, the vertical type of electricity dealers are a choice between the category, and the distributor needs to choose a user group. "Yoho! have goods only for the current crowd, but currently has included shoes, accessories, 3C digital and so on." In the future, we will also launch tourism products, providing trend-themed group tours. We might be chartered to put everything in the plane, including the air hostess, into the tide, not to wear uniforms but to change fashion. According to the introduction, after this, yoho! may even be involved in the field of O2O, recommended Chao People's favorite restaurant and so on. Cong said that while it would take time for these ideas to be put into practice, the company would move in that direction and achieve the "all business for a group of people" position.

Data show that yoho! last year's sales volume of about 300 million yuan, has achieved break-even; this year is expected to reach 500 million yuan, and achieve 40 million yuan profit.

"A user with no choice is the most loyal."

In fact, from the beginning of last year, shoes and clothing category of vertical electric business good buy, excellent purchase, Amoy and other enterprises rarely good news. Up to now, the domestic electric manufacturers of footwear, to achieve sustainable profitability of the only products will be a few. Shang Smile said, and only goods will "dump tail goods" model just the opposite, yoho! have the business of goods is "sell new". According to the introduction, Yoho! has 60% of the goods are sold in positive price, discount products are also mostly 70 percent-80 percent, to ensure the profit margin of the goods. At the same time, Yoho! 's quarterly return to the goods reached 44%.

Cong believes that the reason for consumers to be loyal is that yoho! goods are special enough. "Yoho! has 80% of the brand, 94% of the goods are exclusive, and can be guaranteed to be authentic." "Shang Smile said," This means that a consumer in yoho! have to see a product and then go to other platforms to find, there may be two possibilities: first, most of the other platforms do not have, and the other platform is difficult to distinguish between true and false, and the price has no obvious advantages. At the commodity level, we have almost done so that users have no choice but the user has no choice but the highest degree of loyalty. ”

"It's important to know what not to sell."

Data show that yoho! has three times to obtain financing, the total amount of financing of about 10 million U.S. dollars, the equivalent of large-scale platform for one months of advertising delivery.

At present, Yoho! is still seeking capital level cooperation. Cong said that after getting a new investment, the company hopes to expand the size, increase the number of brands, increase the number of SKUs and depth (the depth is the inventory of each SKU), in addition to the construction of the offline experience shop, currently tentatively the first located in the company's headquarters in Nanjing, North Canton and other cities will be the second batch. In addition, at the end of this month, Yoho! will carry out the first pre-sale activities.

Although the recent movement frequently, Cong has made it clear that it will not blindly follow the low price, playing "explosion". "For the distributors, the most important thing is not what to sell, but what not to sell." "If yoho! has goods sold Adidas brand merchandise, but limited to individual trend product line." According to the introduction, the current yoho! has more than 200 brands, are after yoho! have the goods to buy a team of strict screening can be stationed.