Wei Lei Yang: On The Road To Entrepreneurship, Faith Is Fighting Power.

In 2001, when he was still a teenager in high school, he accidentally bought Amason, an empire of electronic commerce, about Amason's pioneering career.

I was deeply shocked by this book. E-commerce has left a deep mark on me. Since then, e-commerce has become my ideal start.

In 2004, eBay Cup China's first electronic commerce competition, this is my first participation in e-commerce practice, and our team also won the national Bronze Award in that competition. I count as the first batch of C2C business operators in China.

In 2004, eBay 3 drill, Taobao 2 drill, unfortunately, the C2C's cognition is very superficial, and there is not much energy to devote to it.

In 2006, I opened the first chapter of my Internet career. At that time, I was young, passionate and full of ideals. A "break into a promise not to return" has ignited a history of Internet startup.

The shell network of 2006 created the Web2.0 classic word of mouth pmission case that I want to go to the wall.

As a microcosm of the Web2.0 era, the leading edge of Social Commerce is still the ideal of unfulfilled ambition.

We failed in 2007. There are too many reasons.

The reality is cruel, the ideal can not be eaten, sometimes need to hide the ideal in mind, survive, live better, live to have the ability to realize the ideal, then bring out the ideal, and achieve it vigorously.

In 2007, we were unfulfilled. We left a sentence on our blog: We will be back!

In 2007, I was in a state of work, and there were many opportunities for career development in the year. To be honest, I think I am a natural entrepreneur. If I don't go to business, I will always be in a state of distraction. My life will be especially unrealistic.

Why should I go to start a business? To tell the truth, there is no reason or purpose. It is not for money, not for fame and gain. Maybe it is because the seeds of ideal are buried in youth, and today we should break through all difficulties and take root, grow, grow and expand.

In 2008, I started again, and I was still young, passionate and full of ideals. I continued to adhere to the ideal of Social Commerce social commerce and continue to pursue my career.

Different from the past, in the process of adhering to our ideals, our survival is the first. We need to survive and live better.

In 2006, we put forward the idea of Social Commerce. We believe that the emergence and promotion of direct and indirect e-business through Social Network is the domain of social commerce.

The essence of social business is to understand the real interpersonal network established by consumers' shopping behavior. It's like the Shopping version of twitter. You pay attention to what your friends have bought, see their shopping evaluation as their shopping reference, the system will recommend the products you may like based on your preferences, and people who share the same interests or relationships with you. The word-of-mouth of consumers affects the buying decisions of potential consumers, and the real relationship network will make word-of-mouth more authentic.

In 2006, we made a shell net, hoping to build a network of game enthusiasts based on IT digital products, so as to guide the e-commerce consumption behavior of digital products, but it failed at that time.

This year, we can see some new phenomena. Facebook is open to B2C, and users' network Shopping is spreading effectively in the network of friends. We can see that social commerce is gradually displayed in a certain order.

Domestic SNS has not yet been opened, but I believe it is only a matter of time. The United States has proved that B2C originates from SNS traffic exceeding the net alliance, which is believed to be a trend in the future.

Sina micro-blog has been open API, B2C can also be developed, any social behavior can be reflected.

I think the result of social commerce is the search engine of goods, but this process is based on consumer relations, based on the social search results such as word of mouth, heat and other related index data. If there is no socialization and commodity relationship, search will be meaningless.

In fact, the concept of social commerce was put forward in 2006, until the shell net was created. Although it failed eventually, we always explored that social commerce will develop into two directions. Shell network is an indirect promotion of e-commerce by taking the consumer relationship network as the core.

Wei Yi network is the community of cosmetics reputation sharing. It is also the first cross platform word of mouth marketing system in China. It is committed to helping the community to spread the word of mouth of cosmetics brands.

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Many people in the industry are very concerned about the combination of community and e-commerce, and many B2C try to do their own community /BBS. Most of them belong to (community) business on the verge of collapse. The effect is not ideal.

Many people wonder if B2C needs to operate its own community, what kind of community it needs to operate and how to operate it?

The community has many advantages of B2C deficiency: loyalty and stickiness, repeated purchase, word-of-mouth sharing, and low marketing cost.

Therefore, it is logical to think that B2C is very necessary to integrate with the community, but things are not as simple as you might imagine.

If you do B2C, it will be effective for 1 years to do so. It will not be possible to achieve results in the 3 years of the community. B2C can not afford to spend time. If the community is done, it will be useless for the sale of B2C, and it is all done in white.

The goal of B2C is to sell goods, and so is the goal of B2C community: promoting sales, improving customer price, word of mouth, repeat purchase, and improving conversion rate.

To put it simply, a broad community is not helpful to B2C. Only the operation of the community is centered around B2C, the topic of discussion is related to shopping, and consumers are consumers or potential consumers of B2C (rather than chaotic traffic). Such a community is meaningful.

The following are my personal experiences on how to operate B2C community in my startup process.

First, positioning is the core. It should be consistent with the B2C goal. The community should be the shopping community of B2C, promoting the exchange and sharing of shoppers, and imperceptibly affecting the purchase decisions of potential shoppers.

In the course of operation, there is nothing to do with positioning, such as irrigation and brush separation.

Second, to drive through the sharing of interests, any consumer involvement in the B2C goal should be tied up with the interest mechanism, giving consumers preferential treatment.

B2C must turn all resources into a means of promoting sales.

Third, the activity strategy is consistent with the goal. You should invest every penny with the help of sales. There are several common routines: coupons issued on holidays (no coupons can be easily obtained, otherwise worthless); the new product release notice (the most effective in clothing B2C operation); sun drying or sharing shopping experience, which is the most important part of the operation; brand name, the story of customers and B2C, and how to let users share the community communication of more precise groups.

Wei Yi network is moving from the community to B2C, but now we are walking back from B2C to the community. No matter which way we go, it will eventually lead to the same goal. The ultimate goal is only one, to promote sales.

On the road of entrepreneurship, faith is fighting power.

How time flies! It's been two years since the project was launched. From 0 users to 500 thousand, from community to e-commerce, from life and death to vigorous development, these two years of entrepreneurship are really mixed up.

We basically last 1 and a half years without making money or very little. In this process, we have left one after another, once a proud and passionate person.

We used to say that we should strive for ideals and strive for ideals, but the reality is cruel. After months of development without progress, they will shrink from half a year or even farther.

I believe they have faith and ideals, but they are not firm enough, the reality of life and family pressure are too easy for them to yield, or everyone has too many ways to retreat.

I firmly believe that if we can not break the boat and not stick to the ideal faith, then we will give up at any time.

The way of starting a business is forced out. The more negation we have, the more successful we must be, not for anything else, but for the ideals we believe in and for our dignity.

Time and again pformation, failure again and again, again and again, unable to make ends meet, borrowing time and again, only dare to put their lives in the input, it is possible to see hope, no wild wolf like, can not see any chance of pformation.

Six months ago, we readjusted our strategy. We made a magnificent turn and got better and better. On the way to social commerce, we found a balance point. The community and e-commerce were effectively integrated. We began to change, and we began to grow.

Entrepreneurship requires the courage to burn the boat. Success requires the power of hunger, and faith is fighting power.

We are not a good soldier, but all those who believe in it will become different. They can go from zero to have, from there to beyond, no one will lay a good road for us, and the road must come out by ourselves.

Today I am still young, passionate and full of ideals.

30 years later, I am still young, passionate and full of ideals.

Maybe this is the life I want.