Yoho!: The dream of the big platform of tidal people's electric quotient

Yoho! was founded in 2005, Yoho! has the goods is its 2008 launch of the electric business platform. Most people know that yoho! mainly because of the trend magazine "yoho! trend" and "yoho! girls", the media, who are concerned about fashion and dress up after two years, online their own online yoho! forum, as the interactive platform for readers. Almost at the same time, the electric dealer yoho! has the goods also to be born. Yoho! also from this beginning to realize from the media to "media + Electronic Business" of the transformation.

Yoho!: The dream of the big platform of tidal people's electric quotient

However, the development of electrical business is not as smooth as expected. Liang Frankly, from 2008 to 2011, yoho! the development of goods is not fast, one months of sales only more than 2 million yuan, which in the rapid development of the electric business industry environment, quite weak. Nevertheless, Liang or for yoho! has set a lofty goal, to become a tidal power of the "big platform."

Liang face the test of how to make this ideal a reality, not just a distant dream.

Chao Man Economy

In Yoho! 's strategy, the next two years, the annual turnover will be increased to 1.2 billion yuan. This means that annual performance growth will increase by about 400 million a year.

In Yoho!, executive director of the Strategic Operations department Lioth that the reason to have such an optimistic judgment, is that yoho! have the goods conform to the general trend, several can see the external factors as follows:

First, China's brand of shoes and clothing is experiencing a big outbreak period. Some data show that Japan's current brand apparel to reach more than 1700 kinds, and China nearly five hundred or six hundred kinds, Chinese manufacturers are from processing to the brand excessive, brand eruption is forming. This brand requires a platform for the electric business.

Second, China's trend of consumer groups in the rapid increase, although the current trend of consumer groups are mainly concentrated in large cities, but with the development of the trend of the group is more and more.

Third, the Chinese young people's consumption ability to enhance, brand awareness, more and more international brands, Hong Kong and Taiwan brand and the domestic original brand is sought after, but also have such a consumption capacity.

In Lioth's view, the rapid development of the external conditions of the electrical business let yoho! have the goods such tidal people have sufficient conditions for the development of electricity. As long as yoho! have the goods to seize such opportunities, you can "homeopathy".

Let yoho! for the electric business to remain optimistic not only that, it also has more reference. In foreign countries have been successful trend of electric dealers, such as the Japanese fashion apparel electric Zozotown, the British trend of electric Asos, they have been greatly successful. According to relevant reports, Zozotown's annual sales have reached more than 3 billion yuan, and Asos to 2015 years ago the sales will be doubled (2012, 580 million pounds), close to tens of millions of yuan (1 billion pounds).

The success of reference, let yoho! for the future has a greater imagination space. The company will also focus on the future development of "trend" services and business.

"Pay attention to the fashion tide people is a distributor of shopping, but its scalable space is not small, we hope to be the fashion tide people this customer base cut out, and ultimately meet the needs of these customers, there are huge business opportunities." "Liang said.

Why yoho!?

Since the "fashion" of the electric dealer has broad prospects, but why yoho! can become the wave of the winners?

Liang's answer is: Find capital, find a team, and find ways to make a profit.

From 2006, Yoho! first received investment from Ding-hui investment, since then, has received from Bertelsmann and other two venture capital funds, Cheung Peak Fund, the total amount to tens of millions of dollars.

At the same time, Liang began looking for more appropriate professional teams to take over the business. In a few years, successively for the company to invite a number of professional managers to charge each line of business.

The company first invited the original Casio China chairman Danming to do the company's strategic advisor, the main task is to work with Liang and other entrepreneurial team, to develop the company's future development strategy. In the market, Yoho! invited before the advertisers-the original clover in China market leader, to assume the brand cooperation and promotion. In the media business, Yoho! dug a Hong Kong well-known trend magazine in charge, further strengthening the yoho! content quality.

2011, Dangdang original CTO Cong joined yoho! charge electric business. He has many years of working experience in the field of electrical business and has become an important yoho! in the delivery strategy. In just two years, he pushed Yoho! 's annual turnover from more than 2 million to more than 20 million.

"We are more than 20 years old when starting a business, are too young to make the company from small to large, to find more experienced professional executives to lead the hiring of professional managers, we have taken a practical and effective way." "Liang said.

Yoho!, executive director of the Strategic Management department Lioth introduced, because each line of business across Nanjing, Beijing, Shanghai, Hong Kong, Tokyo, New York, and so on, in order to strengthen the communication and coordination of various departments, the company has set up a strategic Operation department, specifically responsible for the different departments for assessment and coordination.

In addition, the early realization of profitability for yoho! expansion has laid a good foundation.

Liang introduced, as early as in 2012, when the company's monthly turnover exceeded more than 10 million, the company has passed the break-even point, although the current profit is only at tens of millions of yuan level, but with the expansion of the company's business scale, to achieve large-scale profit is only a matter of time.

The media or the electrical business

Yoho! have the goods for 2013 has a clear sales requirements, that is, the turnover to reach 500 million yuan, net profit of more than 50 million yuan.

Yoho! the expansion of the target, means that the electricity quotient in the yoho! business map of the proportion will be further increased, which also exacerbated the external to yoho! future positioning of speculation.

The future yoho! or a media, or an electric dealer?

In this respect, Liang said that content production, leading the trend of culture, is still the core value of yoho!, but the electricity business will be the future yoho! of the main business pillars.

In fact, the importance of the yoho! is highlighted, the current electric business has become the company's main source of revenue, the magazine brought the proportion of revenue is only one-seventh of the company, while the others are electric business.

Unlike other electric dealers, Yoho! 's core value lies in having a large number of "tidal" readers and the flow of people in the "tidal" community. This is the main source of traffic for yoho!.

The media has brought the reader fans for the yoho! has brought high-quality customer base, but also brought the development of the "bottleneck", because "yoho!" brings the readership of the stock and the increase is limited, to yoho! the goods to achieve high-speed growth, must have more flow to import, This also becomes the most important work task after Cong joined.

In Cong's view, the core of the electricity business is two points, one must have enough low-cost flow, for this yoho! has begun to have goods in micro-bo, watercress and other sites, establish the corresponding flow of positions, but also in the attempt to do the corresponding offline activities, as well as communication with the media, thereby expanding the yoho! of the import volume.

In addition, it is necessary to have a strong supply chain control capacity, is therefore, yoho! is currently mainly to buy the hand system, through the distribution, sales and joint venture model for sale. This kind of differentiation practice also makes yoho! realize the difference competition, the current yoho! the gross margin of goods to reach more than 30%.

"By importing more traffic, finding more brands will be the focus of our work this year, as well as our main approach to expanding our business scale." "Cong said.

The effect of these measures is also emerging, Liang currently the company's main has completed the first half of the sales target, with the second half of the year and winter, the increase in the unit price, will be expected to complete the annual task, and this will also promote yoho! to do the trend of the industrial electric business platform is a step