Please Call Me Madman'S Low End Women'S Shoes.

Despite the increasing consumption level, the pursuit of high-end products has become a fashion. But in China, there are still some people who pursue cheap and cheap products. They are three or four line city people, or just graduated college students. Today, the protagonist of the story is strongly chosen to aim at this market.

Dare to play the extremely low price, rely on extremely flexible supply chain, multiple electronic business platform to distribute goods, and pass the direct train exhibition to save the brand advertisement.

After 85, how did Xiao Long bring a group of young people with an average age of 23 to "Crazy" in the women's shoes e-commerce market? The following is Xiao Long's own account of the Chengdu special meeting of the mad man Salon of the billion power network.

Getting goods from wholesale markets to private brands

I am a cock silk entrepreneur who starts with 30 thousand yuan.

In the 08 year, the school started business, initially in Taobao, the big size clothes, XL, XXL, and four X five X. Later, a problem was discovered. The shipments of these merchants were very slow, and a brand would first satisfy itself, and then meet the distributors.

So later decided to find a new way.

In 2009, I harassed relatives who could be harassed, and borrowed 30 thousand yuan to register the company.

I remember when the elder sister of a bank in Chengdu asked me what to do with the money. I said the registered company, she said, "thirty thousand yuan, you want to register with the company?"

But my goal at that time was to create thirty million or three hundred million yuan businesses with these thirty thousand yuan.

But then I found out that thirty thousand are too few, many large platforms have very high recognition threshold for qualification, some 100 thousand, 500 thousand or 1 million, which is one of the problems we face.

In the 09 year, I began to consider entering Taobao mall. At that time, I remember that I was the seventh merchant in Chengdu to open a shop in Taobao mall.

But I soon felt that women's clothes really didn't make much sense. I thought Chengdu was famous for women's shoes, so I began to sell shoes.

At the beginning of the Lotus Pond (editor's note: Lotus Pond is the largest wholesale market in Chengdu) take the goods, the price is very low, more than 10 yuan twenty yuan.

Then there are 39 packages, 49 packages and 59 packages.

Because low price, for example, a pair of shoes sold for 13 yuan 9, sell 9 yuan 9, many people call me crazy.

Although the volume quickly rises, after all, the quality of shoes is not good, and the return rate is particularly high.

At that time, I began to lose sleep, and failed to meet the registered trademark.

In September 4, 2009, when he heard Li Yuchun's song "ah Yao", he felt that he was singing his own story, so he registered "ah Mo" as his brand name.

Start working with factories to ensure quality.

Behind the scenes "low price madman"

In 2010, it sold 80 thousand pairs, but in 2011 it was only one year when we officially launched the year. The Alibaba began to make "nameless goods" that year.

For the first time in April, Juhuasuan made 2000 pairs of shoes in 3 minutes.

Chengdu

Eighty or ninety of the market is high-end, and we focus on the low-end market.

We are very clear about what our goal is.

Win by quantity.

Expand the number of users by volume.

You will surely ask, how to guarantee quality at such a low price? In fact, most of the suppliers I integrate are helping some large OEM workers, but we are taking the lowest profits. For example, they earn two hundred of a pair of shoes. I think 10 yuan is enough.

I explain here that "9.9 guarantees" is not so ruthless, because you can notice that many "9.9 packages" on Taobao are 9.9 yuan "(") "(laughter), there is a" start ".

In addition, from the time of group buying, one of my ideas is that we can not hang on a platform.

Beginning in 2011, he tried to develop multiple platforms. Dangdang and Jingdong were the first to be settled.

That year, more than 20 of us made over 1.01 billion.

14 years of reform, more than 110 people, 140 million.

Of course, so many shops need good ERP support, and all orders must be integrated together.

There is also CRM, but I feel that a lot of CRM is not so practical at present. It's mainly about sending text messages. It's better to manage WeChat with good customers.

But now more and more platforms, to find some related platform for their products, and strive to find the operation point of products and platforms.

We have a lot of explosive products every year, breaking through with the most cost-effective products, can do 9.9 packets of mail, the people next to us often call us crazy.

How can we do it? We have more than 30 manufacturers, flexible supply chain supply, of which 3~5's assembly line will be integrated into the upper level suppliers, such as leather suppliers, remove intermediate links, we save a lot of costs.

Our conversion rate has been quite high. In 2014, a cube of data can reach four percent points. Of course, the price of our customers is much lower than that of 127 yuan.

Every time we go to work, the conversion rate of Juhuasuan is over 6%.

In the aftermarket experience, we also made some detailed attempts, for example, we will put a letter in the package, tell my story of entrepreneurship, after the user sees, originally wanted to retire, will not retire.

I kept my personal mailbox and received no less than twenty or thirty emails a month. There are very few suggestions and a few complaints to respond quickly.

In addition, we also co operated with the radio and put a CD in the package.

Why do we prefer pure mobile e-commerce platform?

move

In the era, how do I change myself? I personally feel that Baidu solves the relationship of information, Ali solves the relationship between commodities, and the Tencent solves the relationship between people.

There is a sequence, first of all, Baidu search information, to Ali to solve the purchase, and finally to WeChat to maintain relations.

Mobile terminal, I made some changes in thinking, small innovation.

First of all, we should not always rely on Taobao and drill, we must rely on our own way to spread and increase channels.

At present, our mobile terminal is using micro Amoy (although we hear other people say that this product will soon die). Now many people do not do it, but we still insist on it.

Platform, mobile terminals have also tried a lot, mainly focus on data, test response.

I especially like to try the pure mobile terminal's electronic business platform, and these platforms will be completely mobile Internet. Users are relatively young, the unit price of customers is relatively low, and the conversion rate is very high.

We have recently tried out a mobile terminal platform after 90. The result is very good.

The first one sold for 7000 yuan, and the second price reduced the product price by 110 thousand.

We attach great importance to the platform of mobile terminals, which are students and young people who just go to work.

They need products that are cost-effective.

Last year, 70% of our sales came from mobile terminals, compared with 80% this year.

There is another attempt at advertising to share with you.

First, it is designed to guide users to Taobao search and pay attention to the public number in the advertisement, which will increase the turnover.

In addition, we found that no matter what platform it was, the proportion of local users in Sichuan was particularly high. So we saved the money of direct investment and drilling and put it into the brand advertisement of subway, bus and radio in Chengdu, and gradually became influential in Chengdu.

This kind of advertisement can not directly see the effect, but the user will say in the evaluation where to see the ads to buy.

The following is a question from the audience:

Q: I am very interested in one data. Do you mention that 10 orders can be placed to the factory? Is the factory willing?

Xiao Long: This is a very good supply chain in Chengdu. At least 500 factories in Guangzhou and Wenzhou are willing to take orders.

Chengdu is different. There are many handicraft factories here, not to mention 10 pairs, even 1 pairs.

Also, we publish much faster than others.

Chengdu handicraft factory takes up the main productivity, so the speed is very fast.

Q: what is the percentage of women's shoes sold on Taobao and other platforms?

Xiao Long: Amoy Department (including Tmall, Taobao, 1688) accounts for about 50%.

One important reason for doing other platforms is to learn their models. In this process, we should gradually adapt to them and understand them.

To adapt to the characteristics of the platform.

Q: you have met so many platforms that you can recommend two platforms for start-up teams with limited time and resources.

Xiao Long: what platform should we do first depends on the products.

Product determines the platform you want to enter. What products do you do?

Q: Literature supplies and video works are pformed into physical objects.

For example, Van Gogh's sunflower, to the cup mats.

Xiao Long: I have two suggestions: one is Taobao, the other is Taobao. There are many similar shops.

Second is the micro shop, I have friends to do your similar products, WeChat mall sales, sell their own paintings, very good.

Q: what are your suggestions for students who are starting a business?

Xiao Long: first of all, we should choose to handle the relationship between choosing jobs and starting a business. Now the chances of success are very low, and the risks are great.

If you go to work first and sum up your experience, it is also a good way to improve yourself.

I was forced to start my business.

Secondly, I want to say that the entrepreneurial formula in my mind, successful entrepreneurship must be equal to good products and good team, there are good trends, these three must be.

The product is the king, the team must have the execution, the trend is the electricity supplier's development foundation, you grasped the opportunity, we also just grasped the trend of that year, persisted, only then slightly has the achievement, in our profession, has many optimized entrepreneurs, they are better than ours, is worth us to study.