Yoho! The international Tide brand Electric shock: The magazine to the electricity merchant's interesting cross boundary

Service users, not just readers. A magazine to the electrical quotient of the interesting cross boundary.

2014, yoho! Media won the soft silver race rich 30 million dollar C round financing, with "media" name, "yoho!" The real temptation is that its electric business platform--yoho! have goods, the use of "buy hands" mode, focused on the Tide brand apparel network sales of vertical sites, 2013 sales of more than 500 million yuan, the net profit allegedly reached 40 million yuan.

In the electric business industry, which is hardly a matter of burning money, yoho! the most interesting thing is that the word "media" is not a title, yoho! the growth of the platform of the electric business, the Cornerstone is a magazine!

Non-media thinking

2008 on the line of yoho! goods in the domestic electric business circle belongs to the young junior, and the founder, CEO Liang "yoho!" Career began in 2005, when he set up a team to run a trend magazine "yoho! trend."

This venture is bold and risky, Liang to the "21st Century Business Review" (hereinafter referred to as "21CBR") frankly, the former is only a two-year Nanjing television practitioners, the team did not have a magazine, completely by hobby and learning enthusiasm constantly groping: "The domestic trend of culture started late, related resources less, We have the opportunity and space to do things, that period of exploration and learning, for the future of the electrical business resources to accumulate a great help. "Liang said.

The so-called "help" meaning has two layers: first, with the help of the current magazine itself, yoho! docking brand to establish a relatively solid business relationship. In the preparation of the magazine, there have been media copyright licensing, but the team insisted that all content by their own interview and edit, accumulated a large number of brand resources--yoho! brand cooperation Vice President Zhangjingjing's office is an interesting example, Zhang Love Dolls, many collections on the gift from the brand. Second, the magazine and the community for the electric business training a large number of people like the Tide brand culture of readers, locked the Tide brand consumption of the effective strength.

The yoho! of the start-up team is beneficial to the thinking of the media and the operation from the product thinking. At first, Liang's ambition was not a trend-information magazine, but a product for users with a tendency to demand, as he put it: "yoho! is very clear about what kind of people they are offering, and won't get bogged down in the media or the electric business model." ”

2006, "yoho!" basic profit and loss balance, Liang not eager to expand the magazine business to increase advertising revenue, but began to build the site community, because the magazine's readers and customers have generated the demand for network communication. Community in 2007, after the formation of the yoho!, the user reflects the magazine and the site introduced a lot of brands can not buy, in the two or three-line city is particularly difficult to find, and soon yoho! thinking: Why can not operate an online platform, the domestic and foreign original designer brand sold to consumers?

Around the idea of providing products to users is logical, then, how the media successfully cross-border to the electric business platform? Liang sticks to three golden rules:

First, use a good core of resources-people who know the trend. Regardless of their own editing or outside the author, yoho! in the business product line is good at playing its core advantages, for example, when preparing the community, they are the first batch of probation, community design to let this group of people play to turn, sink down, in the electric business, they also act as "buy", judge the purchase of brand, help brand packaging, such as story culture design or photo shoot, for small original designer brand add value.

Second, adhere to the core positioning of the site. Yoho! Electric business Platform on the line, once in the direction of products have been confused, such as, or to sell some brand of tail goods? Not authorized by the brand, or from the Distributor to take part of the inventory to increase turnover? Liang finally decided yoho! have goods only for consumers to provide the tide licensing sales, absolutely do not take the path of the tail cargo channels, " Our customers are product-oriented people, not price-sensitive.

Third, professional people to do professional things. For example, yoho! new Power media Vice President Cong was introduced in 2011 by Dangdang, after joining the company has been in charge of the business, logistics completely take the form of outsourcing, relying on the mature social division of labor, Yoho! is entirely a light asset operation, the company's most important asset is located in Nanjing, a shipping warehouse.

Alliance Tide Card

Talk about why "phase" yoho!, soft silver race rich partner sheep East told "21CBR" Reporter: "China's leisure market has been from the sports brand over to the fast fashion products, and then to personalized tide card is inevitable trip, the tide licensing market space; In addition, the domestic electrical business development to the present, The information overload of the large platform mode has caused the consumer to buy inefficiently, this is the vertical service provider's opportunity. "To yoho!, from vertical information and community into the first set up with the brand, consumers of natural relations, and relying on the modern warehousing logistics system mature division of labor," light assets "approach to the field of electricity, the resources into the upstream supply chain and downstream consumer channel construction, is undoubtedly very appropriate.

At present, Yoho! has the proportion of international tide brand is about 30%, the domestic tide card is 70%. In fact, the Tide brand supplier is a more special existence--original designer brand often small volume, do not have the channel or production scale rapid expansion capacity, yoho! mainly to buy hand system, and the specific mode of cooperation is very flexible.

According to Cong, foreign designer brand cooperation model is relatively simple, basically take the "wholesale" mode: "Japanese designers for example, most of them do not understand the size of the Chinese market, do not want to use the distribution model, the basic ' hand-money to get the goods ', after many cooperation, we strive to become their general agent in China." ”

Domestic designer brand is relatively complex. Usually people's understanding, the greater the influence of the channel, to the brand (especially the minority brand) the more the right to speak, the reality is completely different, "many original brand is actually two or three designers or even a person to open the shop, a year only a specific style and limited shipments, even if a large number of goods, they have no money to produce." Shang laughs, now yoho! will advance some money to the outstanding original designer, help them to find the factory resources, the joint operation, later again from the payment.

In addition to insist on buying a hand mode, yoho! is trying to extend the business to the line: July 2013, yoho! goods in Shanghai held a new pre-sale meeting-the domestic Tide card on behalf of star Chen, consumers can book the next season autumn and winter products. Quite new, consumers do not have to cash transactions on the spot, through the mobile phone app scan products can be online to complete payment. In addition to keeping the pre-sale situation in place, yoho! plans to open a large online retail experience shop in Nanjing in the second half of the year.

In the past, Yoho! pursued a "product-oriented" approach, around customer demand to expand the line of business, using the organization structure of the Department, the media, community, electrical business is divided into different business units, involving specific business, the establishment of a cross-sectoral team to promote specific, such as the editor to provide guidance on procurement brands, the electric business sector is specific implementation ( Determine the procurement quantity, etc.), "yoho! in the past is a physical reaction, each has a profit target of the business unit together, more loosely linked, now to the various departments need a high degree of synergy stage." "Liang said.

In the 2013, Liang will break up the division of Business, form the organizational structure of functional Division of labor, all departments serve the overall performance objectives of the company, no longer carry out independent profit assessment, for example, the Content department has not only to provide content for the magazine, but to the site, the community, the need for a After the completion of the C-round financing, Liang for the 2014, is to promote the "media platform + electronic quotient" of the integration and synergy, and the magazine "yoho! Trend" he is ready to continue to do.