"Diamond Bird" Success Is Not Accidental.

Diamond has been commented that if something is related to it, it must be not the most expensive, but only more expensive.

Therefore, few people start their own business by starting with diamonds, which are small and high priced.

The first time, there was such a perfect report card. Xu Lei, a diamond bird joint CEO, analyzed the secret of success.

Sibling Alliance

Many people say that the birth of the "Diamond bird" is rather "unintentional", but under investigation, more of it is a necessity of "strong combination".

Brother Xu Lei graduated from Tongji University in 1997 and formally entered the industry.

In 2000, the Shanghai Diamond Exchange was established as the only import and export diamond trading platform in the world, and foreign diamond jewelers came in.

It was this opportunity that enabled Xu Lei to get to know a lot of diamond upstream resources.

While sister Xu Xiao works closely in the software company and has a close relationship with the IT industry, she also has a keen sense of and judgement on the development and trend of the Internet.

In 2002, in the era of e-commerce without Taobao, eBay has not yet been bought by eBay, Xu Xiao opened his own online shop, "Diamond bird" on eBay.

At that time, it was the silver ornament supplied by his brother. The price was very cheap, less than 10 yuan, and the price was only 30 yuan. In addition, Xu Xiao was very interested in writing stories for every silver jewellery and earnestly and patiently serving every online customer.

At that time, Xu Xiao's shop was only a part-time job. He went to work every day during the day and went home to take care of the online shop at night. He often had to stay up until three or four in the morning and still work at 9 o'clock on the second day.

That year, Xu Lei was already a successful diamond supplier, supplying many famous jewellery brands. At the same time, he often overstocking some stocks.

So Xu Xiao moved his mind to sell diamonds on the Internet: as long as he took photos of these diamonds in his brother's hands and put them online, he didn't need money or inventory. Online sales of diamonds were worth a try. So in July 2002, Xu Xiao posted some pictures of diamond ornaments at his shop and began selling diamond sales as another business of his own shop.

"Although I did not oppose my sister's proposal at the time, I was not optimistic about the prospect of diamond sales on the Internet.

After all, the price of diamond is expensive, and the trust system of the Internet has not been established. "

Xu Lei recalls.

Xu Lei's worries are not without reason.

In fact, after Xu Xiao's diamond jewelry landed at his own shop, the price of the product was endless, because the price was only 1/3 of the same commodity in the market.

However, e-commerce at that time did not have the third party payment platform like Alipay now. It pays first and then delivers the goods.

So, no deal was done in 3 months.

Until October of this year, a northeast girl named "Tianshan beauty" was only bought the 4000 yuan, including a diamond ring and a diamond drill. The two pieces of diamond ornaments were purchased in traditional diamond channels at a price of 13000~15000 yuan.

"For the deal, my sister and she exchanged a full month on the Internet, and the relationship between buyers and sellers eventually became a net friend.

After she received the diamonds, she went to the local jewellery appraisal center, and the staff said it was unbelievable when they learned the price.

Xu Lei said.

"Sky beauty" has bought a sincere comment on his diamond purchase experience, and the monthly sales volume has reached 300 thousand yuan soon.

Innovative mouse cement mode

However, the monthly sales of 300 thousand yuan have been maintained for several months. It seems that it has become a gap between the past and the past, and has never been able to break through.

Xu Lei analysis said: "because the proportion of people willing to trust people to buy diamonds on the Internet is so large, it is very difficult to break through this bottleneck.

Many buyers proposed to see the goods, so we had the experience center later.

Later, it is recalled that every step of the development of a diamond bird comes from the needs of customers.

In 2004, Xu Lei found a 30 square meter office for the "Diamond bird" on the third floor of the Asian gold shop in Town God's Temple, which is the prototype of the experience center later.

"Where we first chose the site, first of all, the main jewellery brands were concentrated there, and the target customers were concentrated. Secondly, the two floor was the national jewelry and jade quality supervision and inspection center. Customers could pick up the diamonds immediately when they had doubts. Third, when we sold the naked diamonds, there was a supplier providing mosaic services nearby.

What is important is that in the upstairs of Ya Yi Jin shop, the effect is equivalent to that we borrowed credit from it. "

Xu Lei told reporters.

Xu Xiao continued to run online stores, while Xu Lei went to the store and used his expertise to select diamonds for customers.

The effect of the experience center is much less than that of Xu's brother and sister. Many netizens came to hear the news, and sales doubled easily during that month.

The entry rate of the entity store is almost 100%, and the monthly sales volume is 1 million yuan.

This is also the practice of "Diamond bird" mouse + cement service mode.

"Diamond bird" experience shop is very different from traditional jewelry store.

First of all, you enter the door not to see the counters and merchandise, but rather a few computers -- the "customer access area", and then enter a cultural wall on the history of diamonds and a one to one professional consultant desk, and then a diamond covered bright diamond drill hall.

It is not only a space for diamond sales, but also a space for diamond culture pmission, Internet sales and communication and diamond experience.

Experiential stores meet the needs of most customers offline pactions, but they have to control the number of experience stores to control costs and meet the needs of more and more customers.

VC enters higher and higher

The third growth of "Diamond bird" may still be due to its sensitivity to the Internet.

They suddenly seized business opportunities from the hot community at that time, and worked together with the fence net to become the founder of their wedding theme. The turnover doubled accordingly.

It is by copying this successful mode that "Diamond birds" fly to Beijing, Hangzhou and other places to further explore the market and achieve very good results.

The "Diamond bird" is flying higher and higher into the eye of venture capital.

"One day at noon, I received a call from today's capital in Shanghai and said he would invest a large sum of money to us.

At first I thought it was very unreliable, so my attitude was a bit cold.

The other side probably listened to my attitude and said, "do you have a computer near you to search Xu Xin for today's capital?"

The search results show that Xu Xin is a very famous figure in the investment field, and the projects she invested before, such as NetEase, has been successful.

Xu Lei recalls the minutes that venture capital came to visit.

The two brothers and sisters didn't expect to get the investment so smoothly. They just thought that if they had such a chance, they would learn about it.

It turned out that it was very smooth. In just half a month, capital decided to invest tens of millions of dollars in "Diamond bird".

Xu Lei has repeatedly said that venture capital does not only bring funds to occupy the fast developing market, but also improves the management level of enterprises.

For example, Xu Xin asked Xu Lei and Xu Xiao to take part in the president training course, which benefited brother and sister of the grass roots company.

In May 2007, capital invested in diamonds today, almost at the same time, the Shanghai flagship Experience Center opened.

A year later, the annual turnover of "Diamond bird" was over 100 million yuan, with more than 200 employees, 9 times a year ago.

Today, "Diamond bird" is plump.

Venture capital has already completed three rounds, and this year's annual sales volume is estimated to be 500 million yuan.

But the competitive environment is no longer the same.

In the face of competition, Xu Lei confidently said, "I wonder if you have noticed that the characteristics of the Internet tend to be that the market share of the leader is greater than that of the second, the third, the fourth and the fifth.

My advantage is that first, the price is very favorable enough to shake the traditional jewellery market. Secondly, diamonds are a resource industry. Upstream sources control the downstream layout. The resources accumulated by my industry in the past 14 years are not comparable to those of other latecomers.

9 years, 500 million yuan turnover, but Xu Lei has always insisted that "Diamond bird" is still in the start-up period.

Until the listing, that milestone should be in the near future.