The Two Change Of D1 Excellent Network

experience

Jingdong built logistics and VANCL opened a brand mall. After ten years of turbulence, B2C opened a new ten year journey with a generous hand.

But when VANCL and M18's glitzy advertisements are full of Internet space, there are such websites, which persist for 7 years, do not see everywhere advertisements, they do not look brilliant enough, but they are still moving forward steadily.

D1 excellent net CEO Zou Yuanming wears her own leisure brand F&M

Failed "comprehensive class" exploration

"To grow fast, we should take the road of specialization, and comprehensive development is not conducive to building a brand."

Zou Yuanming never avoided the failure.

In the 8848 brilliant era, Zou Yuanming is a simple technician in the e-commerce giant.

As 8848 of the B2C business was thrown out in 2000, Zou Yuanming followed MY8848 to the B2C mall.

But since then, the fierce competition of all kinds of forces and the blind expansion of the initial stage of e-commerce have led to the rapid fall of 8848.

The most dazzling star in the electricity business sector ended in a mess after a short period of glory. It left a sigh of regret in the hearts of many e-business people. But for Zou Yuanming and many entrepreneurs, the brilliant flame of falling just ignited the passion of starting a business.

Although 8848 failed, Amazon was successful, and Chinese Internet entrepreneurs were dreaming of becoming a 8848 success.

The technical origin of Zou Yuanming is more convinced that e-commerce has a bright future.

In 2003, he left 8848 and set up his own website, D1 convenience network (www.D1.com.cn), locating comprehensive shopping mall.

Building websites, looking for products, excitedly looking at the paction orders, Zou Yuanming is happy at the beginning of the business.

However, with the continuous enrichment of the products of D1 convenience network, it has been in successive years.

In 2007, D1 convenience network already had more than 20 kinds and nearly 600 thousand kinds of products, but the increase of product variety did not achieve synchronous growth in performance, and even after the product variety reached an order of magnitude, its performance declined instead.

No financing, no profit, loss has made Zou Yuanming stumble, and desperate Zou Yuanming sold the house's supplementary funds.

At this point, Zou Yuanming began brewing pformation plan, thinking about change.

After more than a year of reflection and deliberation, Zou Yuanming has distilled more products, such as cosmetics, clothes, watches and so on, which are more popular among users. The D1 convenience network has been renamed as D1 excellent net in July 2009. The location of the website has changed from "convenience" to "parity luxury".

After repositioning, D1 excellent net achieved 200% growth in the year, the customer experience was optimized, and the repurchase rate increased from 40% to 60%.

Focus "

Being a professional fashion fashion website is a new orientation for D1.

After renaming, D1 excellent network began to look for fashion trends. But after several years of development, countless rising stars have been coming. "Luxury price" has become the common position of fashion B2C websites. D1 still needs more distinctive directions.

"Overall dress up" is Zou Yuanming's second focus of change.

"At the moment, we can get the whole personal dress up, as long as anything that involves personal adorning can be bought in D1, but we will focus more in the future."

Zou Yuanming told the billion power network.

After repositioning, Zou Yuanming made a bold update.

But all the change decisions are based on BI (Business Intelligence) analysis.

Zou Yuanming is interested in the concept of "business intelligence", which is known by a few people.

BI is usually used for business decisions, mostly for large enterprises, and not much in Internet companies.

But Zou Yuanming, who was born in technology, never forgot to use his familiar professional website.

In the D1 BI system, all shipments, sales, profits, order information, customer sources, customer age, etc. are included in the detailed information and data. These data are integrated into the clear operation structure and revenue mode of the website.

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At the same time, Zou Yuanming also used the BI system for the refinement of marketing, "with the least input output maximum effect" is his promotion principle.

According to the BI system and effect analysis system, we can integrate the information of customer sources, sex ratio and customer age range for each promotion activity to evaluate the effect of the campaign.

Fine marketing strategy ensures a good conversion rate and repeat purchase rate, and sales account for over 60% of all sales.

After the pformation, D1 excellent network focuses on the personal shopping website, has worked with hundreds of famous brands, has about 2300000 members, and the monthly sales volume is over about 6000000.

Private brand

"Selling other people's stuff is not profitable, and private brand makes money."

Vancl's high-profile success has inspired countless business entrepreneurs, and Zou Yuanming has begun to create his own brand.

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But Zou Yuanming is not blindly following the trend to make his own brand.

"The fate of a brand mall is in the hands of others."

Zou Yuanming further saw the risk of making other brands.

More and more traditional brands are starting to touch the net. In more and more competitions, Zou Yuanming needs a brand that can be grasped.

For the brand, Zou Yuanming has his own opinion. He told the billion power network that in the next ten years, he will create several private brands and take multi brand strategy. He firmly believes that "a brand represents a category" is the best brand strategy, just like Coca-Cola only represents coke, and the brand of VANCL has been seriously diluted.

Zou Yuanming is laying the D1 direction for the next ten years. Undoubtedly, his own brand is the core of the whole layout.

Zou Yuanming told the billion power network that the future of D1 excellent network must be N multi domestic and international brand plus some own brands.

It will provide consumers with a combination of dress up and purchase services, becoming the consumer's online personal image design center.

For the current frenzied hot logistics and offline stores, Zou Yuanming is not greedy to blindly do it, but still covet.