Liu Yang: A Generation Carrier'S "Deformation" Is Going On.

Liu Yang.

Case study

Entrepreneurship ID

Entrepreneur: Liu Yang

Company name: Beijing Yi Shang advantage Network Technology Co., Ltd.

Founding date: June 2010

Venue: Beijing

Financing record: angel investment when starting, with unknown amount.

It was in the short period of V+'s experience that Liu Yang found the brand under the line.

Front end force

Prior to its establishment, Liu Yang has been a director of brand promotion department in men's clothing enterprises for many years. After leaving the traditional clothing business, he served as director of brand Marceau, director of marketing, and vice president of fan Ke Cheng.

When he was a guest, he took over a task and was responsible for the preliminary research and planning of V + website preparation.

V+ is a B2C platform for fans to try multi brand sales.

That is, this experience, let him deeply realize that offline brands do e-commerce is far from "take things to sell" so simple, for offline brand power e-commerce, there is also the need for third party services.

In early 2010,

What kind of business does the advantage of the business make? Liu Yang does not agree with the advantage of the advantage in e-commerce.

3 months after its establishment, the advantage of the business has ushered in the first customer, Hotwind.

For the start of the advantage business advantage, for this line of developed channels to buy a shop to do e-commerce front-end - "online shop pformation" (two years ago, the hot wind has opened flagship store in Taobao mall), is undoubtedly the most realistic way of cooperation.

In three months, the conversion rate of the hot wind shop order increased from 300 to 1 to 57 to 1, and the monthly sales volume was 100 thousand yuan from the month to more than 300 thousand.

"Backstage" problem

However, the things that these entrepreneurs did not expect had happened.

Because of the blowout of orders, the supply chain of hot air is too much to eat.

"The supply chain of small quantities of hot air is very successful for offline, but it is a big obstacle to the online industry."

Liu Yang recalled that at that time, there were no problems with the advantages of the business in terms of the sales target of 1000 per day for hot air planning.

"We can do the front end, but we can't keep up with the back-end. Although we have had such a prediction before, on the one hand, the order growth is very fast. On the other hand, it is very difficult to change quickly for the huge offline system.

This requires a process.

As a mature brand, hot wind is also very fast in this regard. "

Liu Yang said, "finally, we should fight the supply chain."

In addition, there is only a fixed service charge for a single link service.

Liu Yang explained, "if the (advantage of business advantage) has a strong ability to handle things and can operate fully, then one day we can make one or two tens of millions of billions of sales customers, and it will be more valuable."

According to Liu Yang's new idea, the best way to help customers adjust the supply chain is to intervene in the order meeting of the enterprise, to the one-stop service of purchasing, warehousing and distribution.

{page_break}

This idea has begun to make the advantage of benefit business begin to become "heavy".

Recently, Liu Yang has been busy looking for warehouses, and another thing is to find additional investments.

Liu Yang disclosed that the news of the new round of financing will soon be finalized.

Goods source "Xintiandi"

After adjusting the business mode, the advantage of the business is more like the online dealer of the offline brand, but unlike the general line dealers' simple purchase and sale, the advantage of the benefit business will ask the brand dealer to obtain certain basic service charge.

The start-up team has been in touch with many garment enterprises since its establishment.

Liu Yang is aware of such a problem. For the clothing brands that sell billions of dollars under the line, "most of them only account for a few thousandths of the sales under the line."

As a result, for small sales channels, the enthusiasm of clothing enterprises for e-commerce is not high.

When it comes to e-commerce, clothing enterprises are often "arbitrarily" handed over to a generation carrier to do it.

What Liu Yang can't accept is that "if the business sells goods to you, there will be a commission and no sales."

As a result, the advantage of benefit business has set an interesting criteria for customer screening. "These companies must have fallen off their feet in the field of e-commerce."

Of course, this is just an image statement.

In fact, what Liu Yang needs is clothing enterprises to pay enough attention to e-commerce channels.

Only in this way, the advantage of business advantage is the basic service charge other than the sales commission. This is also the source of income to maintain the initial advantage of the business.

At the same time, Liu Yang also found their customers who are more cherished.

In Liu Yang's view, there is no shortage of strong foundry manufacturers in the world's factories in China, but their front end brands are often not known to consumers.

Compared with the well-known brands, these enterprises are better able to solve the conflict between online and offline channels, and based on the impulse to expand sales volume, the choice of channels is more "refuse to accept".

What is important is that these giants' powerful supply chain system can provide great imagination for the future of e-commerce.

This is the opportunity to benefit businessmen.

At present, the advantages of Yi business have already won the e-commerce operation services of two big customers, such as Shandong Lu Tai (well-known shirt supplier) and Zhejiang Daly (silk supplier).

In the process of cooperation with these customers, the advantages of the advantage business can fully enjoy the convenience of "port docking" brought by its relatively perfect supply chain system. Besides, because the brand is "mixed and small", the sales division is also higher.

This makes Liu Yang feel that the process system of business advantage needs to be optimized at a faster speed.

"Now we are accumulating experience step by step, and we will build a perfect system to support it sooner or later."

As a nine month old business advantage, it has gradually enriched the chain of links such as front-end, supply and warehousing.

When the chain is enriched, it will be more imaginative in e-commerce if it is envisaged by an angel investor, Ling Dai hung, for the advantage of business advantage.