Bi Sheng Sells Shoes Online &Nbsp; Reshaping The Supply Chain.

Founder: Bi Sheng

Founding date: May 2008

Venue: Beijing

Company name: Beijing

Financing record: it has been invested by LIAN strategy source, angel investor Lei Jun and so on.

In June 2010, the website was obtained from the United States.

Referring to le Tao, Bi Sheng believes that at present there is only one point similar to Baidu, that is, full shareholding. Even the little girls who have receptionists have stock in the company. The rest of the "ninety degree", whether from enterprise management or from the industry characteristics of "Internet + retail", all belong to the "Le Tao" style.

The choice of "going through the sea"

"People who start out from Baidu do have a feeling that they have been" hard to get water ". For this point, Bi Sheng is outspoken." because Baidu has already sent our lives and careers to a very high level, we also ask ourselves, "how many points does Baidu get from Baidu?"

And in the two years after Baidu went public in August 2005,

Finally, under the instigation of Lei Jun of friends, Bi Sheng chose to start a business in the vertical field of B2C, "Internet + retail", and change the traditional industry form with IT technology. Lei Jun also became the investor of Le Tao logically.

At the beginning, the main business of Le Tao net was toy sales, but after a while, Bi Sheng found that the market space in China was relatively limited, while the other footwear sales belonging to the category of daily consumables could have a considerable market scale.

Figures show that the scale of China's footwear market reaches three billion four billion yuan, with an average conversion rate of 1%, the total sales volume can reach $3 billion, while the proportion of online sales in developed countries can reach about 20%.

The fact also proves that after a week's selling of shoes, Le Tao's income exceeds that of toy sales.

Meanwhile, in July 2009, the US online shoe store Zappos was bought by Amazon for $1 billion 200 million, which once again confirmed the potential and feasibility of this business model.

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Selling shoes online: reshaping the supply chain

Generally speaking, e-commerce is also part of the Internet industry. However, for Bi Sheng, who wants to buy shoes online, it is necessary to rebuild its own "supply chain" system, which refers not only to the B2C business process, but also to the "supply chain" of knowledge and human resources.

In comparison, the shoe industry is a completely unfamiliar industry, not only of all kinds of knowledge, the shoes are divided into different material, heel, heel, cup heel, conical heel, wedge heel...

Boots need to know how high the tube is and how much it is.

People in the industry are totally different from what they used to be. Even the boss of Dongguan shoe enterprises asked him suspiciously, "what is Baidu doing?"

And the boss asked bluntly about Bi Sheng, "if you cooperate with our brand, what do you do if you take my goods?" in the view of Bi Sheng, "the way of thinking of the Internet is more direct, but the traditional industry has the traditional industry thinking. Therefore, the way of thinking and the understanding of human nature should be adjusted accordingly, and we should continue to do work to increase the trust and understanding of others."

For this reason, Bi Sheng often went to the traditional shoe companies to ask for advice. For example, Chen Yingjie, the boss of Daphne, was one of the friends of Bi Sheng.

Moreover, compared with the original IT industry, B2C e-commerce requires more attention to every detail, even a penny and a penny "picking the cost". For example, the outer packaging of a pair of shoes is 2.5 yuan, and the sale of 3 million pairs of shoes is 7 million 500 thousand yuan, but if the packaging cost is reduced to two yuan, it can save 1 million 500 thousand in one year.

In the past year, the footwear industry has built a complete supply system. Up to now, the brand of Le Tao has been sold to more than 50 brands and about 4000 styles.

And in the same key logistics links, although B2C enterprises take the self built logistics base, in the view of Bi Sheng, "Internet + retail + logistics" is the three most difficult industry in the world. It is impossible for them to keep abreast of the same. Neither energy nor capital can be taken care of. Therefore, at present, Leo has rented its own logistics and distribution base in five major cities such as Beijing, Shanghai, Guangzhou, Wuhan and Shenyang, but in the delivery process, the company still adopts the way of cooperation with professional companies.

It is understood that at present, Le Tao has achieved monthly retail sales of more than ten million yuan.

Bi Sheng set up the 10 year plan for Le Tao: two years to lay a good foundation, two years to improve services, two years to increase sales, and when it comes to listing and profit, is the company's sixth years after consideration.

Failed investors are born entrepreneurs.

Although his friend Lei Jun has been an angel investor with considerable achievements, his investment in angel has been miserable. He feels that angel investment has two management styles, one is "help does not mix up", one is "every detail needs to be inserted", but none of its two styles can be counted. He can not do that kind of "handle the shopkeeper". If he is asked to invest in the enterprise from scratch to his feet, his energy is also less careful, so only two mobile Internet enterprises are surviving in the enterprises of Bisheng investment.

On the other hand, he is the kind of entrepreneur who can not afford to go to work. The current fast pace and stress life are somewhat more difficult for others to find. But Bisheng feels that the greater the challenge, the more passionate it is.

"The outer packing of a pair of shoes is 2.5 yuan, and the sale of 3 million pairs of shoes is 7 million 500 thousand yuan, but if we reduce the packaging cost to two yuan, we can save 1 million 500 thousand in one year."

It is hard to conceive of entrepreneurs who are born on the Internet, but this is part of Bi Sheng's life now, "cutting costs", establishing a supply chain system in the vertical field of B2C, and consulting with the boss of traditional shoe enterprises, establishing their own connections and new knowledge system.

In the view of Bi Sheng, only this great pformation can bring new excitement to Baidu.

Bi Sheng told reporters that the most valuable experience learned from Baidu is "focus". "E-commerce is the same reason. Many people in the B2C field want to be bigger and bigger, but we only want to make shoes really good, because the knowledge content is too rich."

Bi Sheng's QQ signature is "low-key work, seriously selling shoes."

However, Bi Sheng has never turned over those books that summed up Baidu's success. He recently looked at Wang Shouren's philosophy of mind.