Returnees Girl Gold Digging Online Shopping Luxury: Failure Is Floating Clouds
From civil servants to well-known journalists, from the investment director of Wall Street to one of the entrepreneurs in CBD office building, Sun Fei Fei Constantly changing their roles. Nearly two years on line. Fifth Avenue luxury network (hereinafter referred to as Fifth Avenue) has been profitable for over a year. In e-commerce, it is extremely rare to make such a profit at such a speed. When most B2C websites and luxury websites are not profitable, how did Sun Yafei make profits? Why did she give up her high salary and choose her own luxury websites?
At the beginning of your business: think of it.
A 300 square meter office near China World Trade Center displays luxury items such as COACH, GUCCI, PRADA, LV and BURBERRY, which is the exhibition hall and office of Fifth Avenue website founded by Sun Yafei.
Almost no decoration of the decoration reveals the hostess's entrepreneurial attitude and life taste.
From a carefree "golden collar" to an entrepreneur who is busy with many trivial matters, Sun Yafei said, "an opportunity brings me to see that Chinese luxury goods are a huge market.
Then I quit my job and set up the website.
For me, starting a business is thinking of doing it. So simple, you don't have to think about it. "
During the 2008 Beijing Olympic Games, sun Duffy, who always liked luxury goods and majored in luxury goods, came back from America in the summer vacation.
She has many unused skin care products and clothes, and sells some of them on Taobao.
Sister Sun Yafei's entrepreneurial passion was suddenly ignited.
She said: "in Europe and the United States, after a new season, there are mainly two channels to digest: Oteri J (physical discount shop) and professional luxury discount website.
At present, there is a lack of professional and formal luxury discount websites in China. This is definitely an opportunity. "
So Sun Yafei immediately started the construction of the website after he quit his job.
At that time, besides traveling to China World Trade Center and Zhongguancun every day because of the website design, Sun Yafei also had to go abroad to find sources of goods frequently.
Only two months after starting the business, Sun Yafei not only had the stable supply of international brands such as MARC JACOBS, DKNY, JONES NEW YORK, but also got an angel investment in January 1, 2009, and the Fifth Avenue website went online.
The most important resource: friends
For B2C website, supply and popularity are very important.
Why did Sun Yafei get the favor of big suppliers at the beginning of her business? How did she earn her popularity? I'm afraid it's from Sun Yafei's point of view.
In Sun Yafei's office, you won't hear the two words "boss". Every employee calls her "sister".
This is Sun Yafei's secret -- good friends and many good friends.
"At the beginning of my career, friends are my most important resources."
Sun Yafei said frankly.
At first, after hearing that Sun Yafei wanted to start a website, her boss and friend Porter Bibb, who works in Wall Street, an investment banker with 40 years of investment experience, not only introduced many luxury agents to her, but also tens of thousands of dollars as angel investments.
"In addition, I have many friends who were known as reporters when they were in China, and they introduced me to suppliers and partners."
Sun Yafei said: "at the beginning of Fifth Avenue opening, I held a big PARTY meeting of about 50 people, so my friends knew my business.
They have not only encouraged me mentally, but also helped me a lot. "
"Some friends help me find partners, and many friends pull their friends to buy products on the website to help me increase popularity and reputation.
A friend who worked on the air ticket saw that he could not do anything to help. He offered to help me by buying a ticket for luxuries.
Sun Yafei said excitedly.
Literature and Art: Interpretation of fashion
The website of Fifth Avenue opens with a lot of literary and artistic spirit.
Sun Yafei said: "luxury comes from the European court. I hope to bring the culture of luxury to you through the website. We have more than 200 brands, but 70% of the brands do not know, so the cultural dissemination behind luxury goods is necessary for us and consumers."
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Sun Yafei, a sister born with CCTV choreographer, combined with some domestic and international fashion columnists, and opened up an updated daily electronic magazine "Fifth Avenue Shangzhi" on the website, interpreting their luxury and current fashion from their perspective.
This practice has received unexpected results. Many portals such as Sina and Tencent have asked to cooperate with the electronic magazine and reprint the magazine content.
In this way, the Fifth Avenue team's interpretation of fashion was quickly recognized.
Profit: controlling advertising fees is the key.
Sun Yafei said: "the largest US brand discount sale website OVERSTOCK has been in operation for 11 years and has been listed, but this year is the first year of profit.
At present, most of these websites are in a state of no profit.
She believes that this is mainly due to the high proportion of advertising fees.
Because the company is still small, Sun Yafei strictly controls advertising expenses, and only promotes cooperation with some websites and institutions.
Insiders said that many domestic fashion websites spent a lot of advertising expenses, and foreign large discount websites such as GILT failed to make profits.
Another magic weapon of Sun Yafei is to ensure that the supply of goods is genuine, which is mainly monitored by the younger sister of the luxury management, who is responsible for negotiating with the big suppliers.
The overseas background of the two sisters undoubtedly increased their trust.
Five or six months after the establishment of Fifth Avenue, venture capital firms wanted to invest in her. But Sun Yafei did not think it was time to introduce venture capital.
She said frankly that she could become a pioneer or a martyr.
She rationally sees that the company still has many shortcomings and faces many obstacles in development.
For example, there is no logistics for the delivery of luxury goods, and domestic e-commerce websites lack integrity.
Unlike buying books and clothes, a list of online shopping luxury items may be tens of thousands or even hundreds of thousands of yuan. Can domestic people accept online shopping luxuries?
Entrepreneurship
Attitude:
Failure is a floating cloud.
"In order to start a business, the younger sister sells all her cars, but we are not afraid of failure. Even if there is no money in the pocket, we can start from scratch whenever we have knowledge and experience."
Sun Yafei said.
Sun Yafei admits that even if this venture fails, she is not afraid to start again.
After graduating from University, Sun Yafei became a civil servant in Sichuan successfully. However, it was not suitable for her to be steady but not progressive. After a year, she was admitted to Sichuan University as a postgraduate student.
During her postgraduate study and after graduation, she entered China News Agency, and became a chief editor of a television station because of her outstanding achievements.
For her dream, she resigned as editor in chief and entered the southern weekend to become a senior political correspondent.
In order to further improve herself, she began to study business schools in 2005 with almost all scholarships at Dartmouth College's Ivy League school, when the idea of entrepreneurship has sprouted.
After graduating from business school, she entered Wall Street and was sent to China as chief investment officer in 2008.
A few cups of coffee a day, a few entrepreneurs, a great salary, such a lot of life is a dream for many people, but this is not Sun Yafei's life.
By the end of 2008, her entrepreneurial dream was finally ignited.
Sun Yafei said: "even if this venture really fails, the loss is only money, which can be returned from work without a penny. The experience of entrepreneurship will increase its inner wealth."
Reporter observation
Strive to create wealth for the soul.
It can be seen that Sun Yafei, who is comfortable with food and clothing, does not create material wealth, but seeks the treasure of the soul.
Sun Yafei's superior life stems from his hard work and hard work.
People who are in an advantageous environment often find it difficult to give up their existing status. It is difficult to lay aside the "value" of the mundane value, instead of being a "pupil" in the new environment and being an entrepreneur who starts from scratch.
Sun Yafei's entrepreneurial story can encourage people with entrepreneurial sprout to industriously cultivate, develop bravely, seriously operate and create their own spiritual wealth.
Sun Yafei's entrepreneurial experience shows that even if there are many friends, it may not always help you get as much assistance as she does.
It is very necessary for a friend to know your state and thoughts, and deliver information to your friends in a timely and effective manner.
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