Zhang Lianglun "The Tao Kee": From the shopping guide to the secret of the Flash purchase

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Introduction: Only goods will occupy the category of clothing, poly beautiful products occupy the beauty of the category, from the meter fold net separated from the Beibei net can occupy mother and child category?

Only goods will occupy the category of clothing, poly beautiful products occupy the United States makeup category, from the meter fold net separated from the Beibei net can occupy mother and child category?

Article | Liu

Do you want to cross the border from the shopping guide to the mother and child special sale? The founding team plunged into a tangle. After repeated hesitation, the Rice Net founder Zhang Lianglun determined to burn his bridges, he did not want to leave any regrets. 2013, spend more than 1 million yuan to buy beibei.com this most suitable for mother and child supplies domain name, Zhang Lianglun and spend hundreds of thousands of bought beibei.com.cn. Finalized the Beibei net domain name, he is equivalent to cut off the posterior, forcing himself to risk before rushing. After months of intensive preparations, Beibei network finally in April this year officially online.

Today, this online only 4 months of the rising star did not let Zhang Lianglun disappointed. It quickly broke through the vast majority of the electronic business is difficult to exceed the monthly turnover of 60 million yuan mark, and in order to increase the speed of 100% per month, the monthly turnover of billions of dollars around the corner.

Zhang Lianglun This move is not wrong. Taobao policy is constantly tight, mushroom street, beautiful said such as shopping guide website suffered severe pressure, he tried to lead the transformation of the meter folding network, but unexpectedly found the mother and infant special sell this value depression.

After the only product will, Poly beauty Excellent product, Beibei net can become mother and infant category of Flash buy big winners?

Why do the trans-border mother and child special sale?

Accompany June such as with Tiger, this is Zhang Lianglun founder of the three years of the biggest experience. Although the meter folding nets in the speed of sprint to guide the first camp, a monthly turnover of 500 million yuan, but this does not make him feel relaxed, because Taobao any signs of trouble may bring the company a little shake.

Simply do shopping Guide website, although there are suppliers to settle in, but the final trading links still rely on external completion. Zhang Lianglun want to order transactions, capital flow, after-sales service and other supply chain back end has a deeper level of participation, so think of doing business, in order to reduce Taobao, Beijing-east and other platforms rely on.

Last year, in the search for "out Amoy" in the process, Zhang Lianglun not only saw the charm of special selling, but also found that the meter folding backstage has a very valuable data trend: maternal and infant market growth is very fast. This caused the team to attach great importance to. Research found that in China, only children's wear market has a scale of 600 billion, plus other maternal and infant category, will have a trillion "cake." But from the current domestic consumption habits, most people with offline consumption, the largest volume is still online under the mother and child shop. Beibei Network if can sit on the line of the first place, or will become the industry "Big Mac".

But there is no denying that Beibei network indeed a foot into the "escape" of the field of business. Some people say that Beibei net is in amateurs, there is also a kind of speculation let Zhang Lianglun laugh and cry: This is the new business that the investor asks the team to do. "If you rely on investors to guide business, this enterprise is basically not far away." Zhang Lianglun explained.

In the outside world, entrepreneurial companies from the shopping guide across the world to do the burning of maternal and infant supplies, this strategy is indeed easy to be suspicious. First, the industry's forecasts for vertical electric operators have been a cry of sadness. As the leader of the field of the van, may have been the platform of the electric business to Beijing east. And now Jingdong has been listed, where customers are constantly facing the existence of a crisis of all kinds of signals. Once the wind of Amoy and other vertical electric operators, and now has disappeared.

From the perspective of maternal and infant electric quotient, it is not a new concept. China's earliest attention to maternal and infant supplies of electric business enterprise "red Child" as early as 2004 years has been established, and in the original rage, by investors sought after. But in the first two years of the electric business bubble era, the electric business darling in the face of Jingdong, Taobao, such as many rounds of price war was exhausted, finally forced to sell to Su Ning, and now almost lost combat. After many years of baptism, the mother and infant electricity market has become no suspense to the Beijing-east, the cat and other electric giants of the world.

It is worth thinking: red children do vertical electric dealer encounter bottlenecks, just set up the Beibei network living space again where?

In fact, Zhang Lianglun is also repeatedly thinking about this problem. His answer is: simple to see the traditional mother and infant electric quotient, is indeed a piece of the Red Sea, but to see the independent mother and child is actually blue sea, the industry has no guide. He has almost visited all the first-line mother and child brands in the country, but also visited a number of former red child executives, and the United States has been listed in the mother and child supplies flash purchase site Zulily Investors have also had in-depth exchanges.

Zhang Lianglun finally found that, although China's mother and child electricity market has red children, Le You and many other enterprises to join, but still lack of maternal and child electricity business leader. They encounter bottlenecks in many ways, in addition to the team's own reasons, on the one hand, due to premature involvement, the timing is not right, on the other hand, the vertical electric quotient of ideas and play has changed, and they did not keep up with the changes in the market.

In addition, China's children's wear industry is also lack of leadership brands, consumers have low awareness of the brand. Whether online or offline, consumers can call the name of the brand only Balla, Bubba, such as a few companies. and Balla annual sales of about billions of, already in the leading position, is the second to tenth place sum.

"You can't deny the whole industry because of a company failure." Entrepreneurship is always a chance, the need for the people and. The key is to meet the right team at the right time to do something right. ”

In fact, Beibei network is still in preparation, Zhang Lianglun found only in February this year will not only online the parent-child channel, but also as the following clothing, beauty after the third major category focus operations. It can be seen that the only product will pay attention to the mother and child market high degree.

In order to quickly seize the market, Zhang Lianglun will be the meter fold nets and beibei nets as two independent companies to operate separately. Business gradually tends to stabilize the meter fold net by the original COO Kozunya as General Manager, the new horse Beibei network by Zhang Lianglun as CEO. This April, the special sale platform Beibei Net dozen "brand authentic, exclusive discount, limited-price snapping as the characteristics, dedicated to become Mother baby shopping platform," the banner officially launched. Beibei nets with the only product will be the parent-child channel time difference is about two months.

Go to Taobao

This is a typical 85 after the entrepreneurial team, the core members are Ali origin. Founder Zhang Lianglun has been the owner of Alibaba multiple product lines, leaving Ali after the establishment of the rice folding network is his first entrepreneurial project. When looking for directions in 2012, Zhang Lianglun just wanted to make a business that was closer to the cash flow around the familiar eco-circle of Taobao. At that time he was also very clear, around Taobao do rebate business particularly dependent upstream, easy to encounter the ceiling. But he only wanted to make the first bucket of gold.

Living in Hangzhou proximity, rice folding nets can be the first time to perceive the policy direction of Taobao. Zhang Lianglun recalls that in 2012, the meter folding nets in the newly established period of time, is to rebate as the main business, product user experience the best stage. They become one of the few rebate sites that have the opportunity to get through Taobao's order tracking system, at which point the user can track orders and then return the cash to the user account at the first minute. But after that, Taobao stopped this cooperation, the rebate cycle is long, will inevitably lead to poor user experience.

M-fold or the first Taobao coupon with the cooperation of the site, initially allowing users in the meter discount net directly collect Taobao coupons, but soon thereafter, the service has been halted.

After that, Taobao no longer support the return of cash, can only return the collection of treasure. This is the equivalent of a fatal blow to the rebate site, making the user experience worse.

Taobao a series of policies, let Zhang Lianglun obviously feel Taobao's policy and open platform degree gradually tend to shrink. Taobao a variety of trends to fully explain that Taobao want to purchase a website exists, but also clearly said that will support the rebate, but do not want them to grow too big.

The fact is that the meter folding network inadvertently become the rebate industry leader, a year from Taobao can be divided into several billion commission. The tree must be big.

In fact, as early as the end of 2012, just on line for less than a year of the meter folding nets have obviously felt Taobao policy tight. November that year, Taobao Alliance announced the reorganization of Taobao guest industry, and to ban the return of the class Taobao guest model, only to support the collection of treasures and Alipay.

As the upstream Taobao too monopoly. M-fold nets began to look for more independent methods. For the first set less than a year of rice folding, in the only rebate business, there is no right to speak. In order to get rid of the reliance on Taobao, they gradually increase coupons, the value of explosive materials, group buying business further test water.

Last October, Taobao closed off Taobao customer interface, and almost shielded all the social power to access Taobao outside the chain, Mushroom street, beautiful said unprecedented hit. Mushroom Street Electric Business platform after the line, Taobao banned the use of Mushroom Street Alipay. Taobao clear-like measures, more let the meter fold nets have an urgent sense of crisis.

And the first time the rice fold with Taobao divergence is in this year. The cause is Taobao strong demand Taobao customers must go to the shopping site-love Taobao link, otherwise can not get commission. Zhang Lianglun decisively to give up cooperation, rather than earn the Commission. "The reason is very simple, clearly we select the suppliers, talk about good prices, but the user clicks, the Product Details page but play to love Taobao, the user thought I was in love Taobao grab merchandise information." "This largely affects the user experience of the M-fold network.

Since the beginning of 2013, the rice-folding process has taken two crucial steps in its attempt to "get out of the Tao": On the one hand, set up special selling channels, do easy to scale "light Flash purchase" mode (M-fold still act as a shopping guide role, the front end of the selection, operation, etc. by their own completion, but the back end of the transaction is still in the days of the cat completed), On the other hand exerting the wireless end.

Finally, M-fold found a rebate business alternative mode-Special sale. Because the first line of special sale business is indeed more than the original rebate business more suitable to do the wireless side. "Rebate business is very unsuitable for wireless experience. You can not do a link in the Taobao app, and then to the meter folding app check back, this rebate experience is very abnormal. and flash purchase mode is not the same, cock silk users have a lot of leisure time, every day boring, on the bus on the subway are wandering. ”

From the 2013-year data, we can also see the explosive mode of sale. Meter folding monthly turnover can reach 500 million yuan, only the special sale accounted for more than half of the rebate business sales accounted for about 40%, the other few sales from coupons, the value of the business of explosive materials. And, last year, the meter folding wireless business grew rapidly, the volume of business directly jumped to more than 50%. At this point, rebate has become an important business line of the M-fold network. "In fact, for us, a small part of the income rebate does not affect the business model." ”

With ample cash flow and profitability, the business model of M-fold network is becoming clearer. They announced in June this year, Hangzhou Mutual Show E-commerce Co., Ltd. (M-fold network and Beibei network in the parent company) to obtain IDG Capital and Gao capital of 30 million U.S. dollars in the B-round investment. After that, as two investors bullish Beibei net This potential shares, the final meter fold net and IDG Capital, Gao Capital to the Beibei net 150 million yuan, the founding team has always adhered to the company's absolute holding power. Zhang Lianglun has made ample cash flow reserves for the follow-up development of Beibei nets.

Biting the "bones" of Jing Dong

Entrepreneurship is in fact the King defeated. In the absence of strong data support, Zhang Lianglun rejected all interviews. Now he's willing to surface and accept the "entrepreneurial State" interview, is because the establishment of only 3 months of the Beibei network not only failed to disappoint him, but also gave an unexpected surprise-the monthly sales broke 60 million, and maintain more than 100% of the monthly growth, originally planned to achieve the end of the target in only 3 months has been achieved. "Our earliest goal is to make a brand every day when the order is broken," he said. ”

The curious thing is, what is Beibei's net showing such a strong explosive force? Zhang Lianglun said, in addition to Beibei network special selling mode of differentiated positioning, but also from the rice folding network rich resources grafting, for example, they will be the special sale channel millions mother and child users directly into the Beibei network. At present, Beibei net nearly 50% buyers from the rice folding. According to Zhang Lianglun, more than tens of millions of active users from the two or three-line city, mostly college students, small white-collar or mother. These are known as "Internet cock wire" users are likely to become Beibei network potential user group.

Zhang Lianglun very clearly, Beibei network must be independent development, can not rely on the resources of the network, the need for more professional operations to expand the external user base, but can not ignore the rice fold brought a unique advantage: a wealth of selection experience. The original meter folding network in the channel, the supplier's entry, selection, operation are completed by the rice folding team. "We must not say that we are C2B, but at least from the mode of thinking, the person who does the shopping guide will be conditioned to give priority to the buyer's feelings." ”

In Zhang Lianglun's view, the priority to consider the buyer's thinking, completely different from the traditional vertical electric dealer's "selling" thinking. He defines Beibei as "the Distributor", which is completely different from the traditional vertical electric quotient such as the red Child.

Zhang Lianglun further explained that the traditional vertical electric operators in the category for the division of the dimension, "to sell a class of things for all," such as for everyone selling shoes, selling books, selling clothing and so on. It can also explain why red children have to expand the category of goods and gradually department stores, so that eventually lost the mother and child of this core category of competitive advantage. This "sell" thinking mode of the drawback is: lack of accurate customer positioning, user access costs are very high.

And the distribution of electricity quotient, to the consumer population as the Division dimension, the equivalent of user-oriented thinking. "Sell everything to a class of people", such as selling pet supplies to pet lovers, selling electronic sports equipment to the game's talent, etc., which are not limited to a certain category, can be shoes, bags or electronic accessories.

From the product category expansion of Beibei Network, Zhang Lianglun first want to sell only children's wear, children's shoes, because the garment industry is big enough. After that, they constantly get feedback from users, only online toys, diapers and other categories. And the user demand for these categories is really very large.

"In the long run, Beibei net day not only sell mother and child supplies, in fact, is very logical." "Therefore, Beibei inside the slogan is to do" Mom electric business leader, rather than "mother and infant special selling leader." This "mother" as a consumer positioning way, but also to circumvent the simple mother and child supplies customers easy to lose the problem. But Beibei nets the urgent matter, is the rapid scale, made the country's largest mother and child special sale platform.

Although the positioning and thinking patterns have differences, but Beibei net still difficult to avoid with jingdong, only goods will, the cat and other giants of the positive competition. Not to mention the current price of maternal and infant supplies war intensified.

Zhang Lianglun play more unique, but also with high difficulty-from children's wear, children's shoes, toys and other non-standard items into. The biggest risk of non-standard products is that inventory is easily backlog. He took the children's wear for example, clothing SKU is particularly many, perhaps a children's wear has three colors, five sizes, such a commodity to prepare 15 pieces of inventory, plus the seasonal factors, in many cases, often can only sell a few sizes of some color. Visible, the risk of selling non-standard goods is easy to lead to inventory backlog.

But sell non-standard goods also have the advantage, its price is opaque, difficult whole net parity. "Clothes and other non-standard goods than the mark difficult to hit the price war." Other platforms want to play a price war, there is no chance, because my goods are not sold in other places, because we are all around a number of special brands. "Beibei Net's first advantage lies in the first lap of a group of cost-effective suppliers." "Of course, this does not mean that our price is not competitive, just do not want to rely on price war." ”

Look at the original red children, to sell milk powder, diapers, non-staple Food and other commodities into, the advantage is more easily standardized, large-scale, but the disadvantage is that the price is more transparent. In the Beijing-east, the cat and other platforms competition, can only spell who purchase scale is greater, bargaining capacity is stronger, the price is lower. There is no doubt that the larger the scale, the lower the cost. It can be seen that the lack of scale advantages of red children in front of the price war, will inevitably appear unusually passive. Different from the red Child's play, Beibei network is a non-standard products to drive the sales of goods.

In fact, the most easy to make money is also non-standard goods. But Jingdong chose to cooperate with third party suppliers to do non-standard products in the way of joint ventures. Although the Beijing-East in the supply chain management has a strong advantage, but also worry about clothing and other non-standard goods inventory backlog, and joint ventures with the same way as the cat, so, jingdong in the supply chain end of the advantages of difficult to play out.

Beibei's approach is more flexible, the use of self-employment and joint venture two ways, the future will also integrate the designer resources. Some of the merchandise by the joint venture supplier direct delivery, this to a certain extent to help Beibei network to reduce inventory risk. Look at the only product will be the solution, is to sell all the goods back to the supplier, because the goods will be shipped large enough. By contrast, Beibei networks can reduce the risk of vendor inventory.

But, Beibei net "heavy" in they do a similar day cat TP (Electric business service provider) work, equivalent to the operation, marketing, customer service and other related services in their hands, suppliers only need to concentrate on products, efficiency must improve. If the suppliers do have a strong power, they will be able to properly open some of the permissions to the supplier. If the supplier lacks the corresponding service ability, then the Beibei net undertakes. "No shipping capacity, I come, I don't take pictures, we shoot ..."

"Some categories, in Beibei online selling well, but in the days of the cat shipped very poor, the reason is very simple, because these suppliers of marketing and other operational ability to keep up, do not understand the flow of access and transformation." Zhang Lianglun Frankly, the cat's play has been too advanced, in fact, not suitable for all the traditional electric shock enterprises.

At present, Beibei network integration of more than two or three line suppliers, these brands may be Jingdong, cat, only goods will be ignored, but also may be lack of electrical business capabilities but also strong net demand. Zhang Lianglun hopes to gradually develop these premium suppliers into Beibei's unique membership. He visited Wenzhou, Huzhou, Guangzhou and other industrial clusters found that light Wenzhou, the annual sales in the tens of traditional manufacturers are everywhere, but many of their manufacturers are not actively involved in network sales. Can be the first time to delineate this batch of characteristics of the brand, Beibei network follow-up development of great value. In the early stages, in order to attract the quality supplier, Beibei NET did not collect commission to the supplier, but the Commission that the goods will collect to the supplier basically in 30%~40%.

Beibei Network will give these suppliers grading, and gradually develop a set of supplier management rules and unified standards for different suppliers to provide different solutions. In the end, they will be selected from a customer base in line with Beibei network of high-quality suppliers, there must be a process of the fittest.

They want to directly docking with their suppliers for the factory and brand, such as the first-tier channel. At present, the level of suppliers accounted for more than 50%, the rest for agents, distributors and other channel operators. In this way, Beibei Net's entire consumption chain becomes shorter and the price is cheaper. This is why Beibei net can 80% of the product to do than the cat cheaper than ten or twenty yuan. And after the industry research found that only the price of goods will be comparable to the price of the cat. "The price war is a commercial norm and we will not shy away from it." But the real price war is not to maliciously reduce prices, but to enhance the efficiency of supply chain relations, so that the real price of goods to achieve absolute low prices. ”

Although Beibei network in a short span of three months in a row across a lot of electric companies difficult to cross the monthly sales of 10 million, 50 million threshold, and will soon stride into the billion-class club, but Zhang Lianglun always dare not slack. The next step is really testing the team's ability to execute and scale quickly. "The game is just beginning, the variables are too big, we are completely insecure." "Zhang Lianglun said.