Interview CEO Xu Xiaohui: The Tone Of Clothing B2C

Introduction: in April 6th, the "first inscribed" line was launched. Since then, there have been more competitors in the business community. CEO Their own preferences, experiences and ideas make the clothing industry the main business. B2C mall It is full of unique emphasis on literature and art.

From the beginning of the Ming Dynasty, the source is the collection of novels in the late Ming Dynasty, which is "surprise at the first time." after the original publication, "two engraving surprises" were published, so the "first engraving" naturally had the "first edition", that is, the "original" meaning. And its company name "Godot technology" is also derived from the western absurd drama "waiting for Godot".

　 　 clothing Literary and artistic atmosphere

SOHO modern city, a 140 square meter 3 room suite, office desk, small shelves are placed densely, passageways are very narrow, people are arranged very full, often people get up and bustle about. This entrepreneurial atmosphere is very strong, which is the newly carved online office in April 6th.

Xu Xiaohui is the founder and CEO of the first inscribed web.

In the circle of China's electronic [0.89 0.00%] business, most people are very familiar with him. He used to be the marketing director of Jinshan, or the assistant president of van Kok, and now he is an entrepreneur. This Peking University scholar of Chinese literature is willing to take pride in "literary youth". He is like a young pioneer of literature and art, taking a group of ideals and aspirant young artists to walk B2C.

Literature and art -- this is the key word that must not be omitted when talking about Xu Xiaohui and his first engraving net.

A man came to apply for financial affairs in the morning. He said, "I must come to you. I like this style very much." Xu Xiaohui said. "This is the feeling that we young artists want to make."

From the beginning of the Ming Dynasty, the source is the collection of novels in the late Ming Dynasty, which is "surprise at the first time." after the original publication, "two engraving surprises" were published, so the "first engraving" naturally had the "first edition", that is, the "original" meaning. And its company name "Godot technology" also comes from the western absurd drama "waiting for Godot".

These two names are Xu Xiaohui's masterpiece, but there are also some regrets: "the original clothing brand also wanted to be called" Godot ", but found that this brand of clothing already has, so changed.

For Xu Xiaohui, literary and artistic children are the characteristics of the initial carving network, and are also based on the advantages of the market.

The B2C industry is based on the Internet, because the Internet is fast paced, so most people are advocating fast fashion. "If we are going to do" fast ", there will be no advantage from a commercial point of view. For example, my old family fan has already done very well. We can hardly make ourselves a good place along this route. Xu Xiaohui said.

On the contrary, he put forward the concept of "slow fashion" as the label of his brand temperament.

The two transformation of B2C

Although the number of Chinese clothing brands is numerous, the focus on brand style is not much. Xu Xiaohui said, "if you notice the brand of Taobao mall, some of them have their own design style and brand spirit, such as cracking silk and pink dolls. They are instructive for the management of the future clothing brand, and I think it is a trend.

Taobao C2C is a market full of fakes and low prices. If B2C works together with C2C stores on price, it will often have no advantage. You are low and someone is even lower than you. Under such circumstances, brand spirit, packaging, vision and quality can only jump out of the mixed market.

Today's B2C market is still "extensive". Most people in the B2C industry come from the Internet field, not the clothing field, and do not know much about the creation and operation of clothing brands.

"Pay attention to the establishment and operation of brand spirit, that is the future of clothing brand." Xu Xiaohui said, "is also the second transformation of clothing B2C."

In the first transformation, with PPG and van guest as the representative, we moved the clothing market from the offline to the online. After transferring to the online market, we solved the problem of price performance ratio. "Some clothing shoes, the price increases under the line is very high, five to ten times, moving online, it may only double two times." He said.

In the second transformation, it will enter the level of brand spirit competition, and the overall cost performance of the market products will be increased, so we need to add some new elements to the brand to attract consumers. This is also in line with the cultural packaging made by the first inscribed network.

Even in the details, Xu Xiaohui did not let go of anything, such as tag design, bookkeeping, leaving the box stickers blank for buyers to make Tip. He said, "we only waste a lot of time on selecting the paper for the tag."

To do the market is Xu Xiaohui's strong point. His eyes turn to the time of everyone. His endorsement of Han Han and Wang Luodan is also very successful. This successful plan is very similar to his current train of thought. If you like Han Han, you will like everyone. This is the attraction of culture and style.

Han Han and Wang Luodan are the spokesmen for Xu Xiaohui. They are the combination of Xu Xiaohui. They seize the Internet users, rely on Han Han, catch the star users, rely on Wang Luodan.

Back to the beginning, though there was no advertising endorsement, the models of literature and art were also hidden. "Maybe she will be red soon. Hao Ning has chosen her. Maybe some works will come out later." Xu Xiaohui laughed.

Niche market

The location of the first carved web is a "youth of literature and art". It also raises a discussion whether this orientation is too small and whether the niche market is optimistic.

Xu Xiaohui said: "first of all, it is a brand, the brand itself is a small group, trying to cover all the people may not be able to cover up. Just like you may like H&M or UNIQLO, you also like their brand style. In this regard, online brands can be understood as offline brands, but one is done on the Internet and the other is made by physical stores.

At the same time, Xu Xiaohui also mentioned a few days ago stirred up a storm of words - I hope to buy LV in the future, and then sell the same price as Vic.

The old joke was heated, and Xu Xiaohui said with a smile that his former boss was very smart, he would grasp the media's mindset, and virtually did propaganda.

"In fact, when you sell LV to the price of cabbage, it doesn't exist." Xu Xiaohui said. People who like LV must like its high price. For example, a Hermes package may sell to 2.3 million, a Audi car, all buyers know that it is not worth the price, but they buy is not cost-effective, it is precisely because the bag sold 300 thousand will buy. "

Obviously, the luxury market is not bleak because of the small crowd.

The so-called "mass" can be seen from the scale and from the market capacity of a certain group. "Then you must be a rural market. China's rural population is seven or eight billion, that's the real public." Xu Xiaohui said.

But obviously, because of the limitation of hardware such as computer and network, no one dares to put e-commerce in this real "mass" market.

So Xu Xiaohui concentrated on his literary and art brand, and did not touch the content which was not consistent with the brand style. He wanted to prevent his B2C from becoming a Jingdong mall or Mcglaughlin. He said, "that's not what a clothing brand should do."

Although it is a new shopping mall, Xu Xiaohui has a very high starting point in many details. For example, express delivery.

The 15 yuan express fee does not have an advantage in the domestic B2C mall. The first choice is the excellent reputation of the express delivery industry. "It is more expensive, but at the beginning, we must ensure the user experience. Now the company is not mature enough, and has no ability to push all aspects of the price down to a very low level. It may be adjusted after the future expansion."

Descendants of Jinshan

Whether it's the overall situation or the details, Xu Xiaohui has a very good grasp of ability, which can not be separated from his experience in Jinshan and van guest.

In 2004, Xu Xiaohui came to Jinshan. In his eyes, it was his first official job in the real sense. After two years of project management, he learned a lot and at the same time he had deep feelings with Jinshan. In 2006, he left Jinshan to YAHOO. Only half a year later, he left for Jinshan because of the call of his old club.

Xu Xiaohui recalled: "then the deputy general Wang Feng, who was in charge of the market, came back to me when I came back to CEO."

Soon after, Wang Feng resigned and started business, and Xu Xiaohui worked with Lei Jun. Until May 2009, Xu Xiaohui came to fan Wu and worked together with Chen.

"Together with Lei Jun and Chen, you can learn a lot, and at the same time, you have followed them, which is also important in your own industry background. They are two influential and successful people in the industry." Xu Xiaohui said.

From Jinshan to everyone, there seems to be a span. In fact, both are the same companies. Xu Xiaohui called it Jinshan system.

Before 2004, before being bought by Amazon, excellent network was a division of Jinshan. Lei Jun is the president of Jinshan, Chen is the executive vice president of excellent network.

In 2005, Chen left excellence and created Vic.

In 2007, Lei Jun's departure from Jinshan CEO started mainly as angel investment. There are mainly two kinds of projects: one is wireless Internet, the other is electronic commerce.

Lei Jun is also one of the investors.

Therefore, Lei Jun and Chen, Jinshan and fan guest all have deep roots.

As a member of the Jinshan Department, Xu Xiaohui's initial inscribed network will get Lei Jun's investment and become a question mark. According to Xu Xiaohui, he had expected the website to go on Financing after a month or so, but on the days before the launch, angel investors who had close communication had strong investment intentions.

"This is a good thing, at least everyone recognized my direction." Although the details are not yet available, Xu Xiaohui also said: "we hope to reach tens of millions of dollars."

Low cost marketing

The first line is less than a week away from the Internet. It is still in the trial operation stage. It has not done any advertising promotion. It has achieved the effect of 100 per cent daily through micro-blog's word of mouth marketing. This achievement can not be said to be grim.

"During this period, we should improve the process, such as warehousing and logistics, as well as technical preparation." Xu Xiaohui said, promotion will take one or two weeks to do, and the future will not use large-scale vigorous way to do the promotion, will not play a lot of hard advertising. More is done in the effective control of marketing channels, such as split mode, website alliance.

The split mode is the way Xu Xiaohui popularized from everyone.

In the early engraving online, there is a plate called "heart alliance". There are mainly two kinds of activities: one is to use the promotion link to invite friends to purchase the registered network alliance, to get the cash deductions for the first 20% of the friends; second, to get the promotion code through the management backstage, to get the link of the website, to connect the text or to link the pictures.

In particular, the second way will attract many large or small webmasters to load their initial web links on their website. These stations will also have thousands of thousands of traffic per day, thus saving the cost of promotion.

Xu Xiaohui said: "I go to Sina home advertising, not so much money, the effect is also to be determined, especially for a new brand, too much pressure, input-output ratio is not necessarily good."

After the website matures, the initial engraving network does not exclude the possibility of accommodating other brands.

"The core must be to carve out its own brand at first, do not exclude the third party resources to do it helper, but it must be temperate and consistent." Xu Xiaohui said, "in the start-up stage, there are many kinds of things that can not be controlled. For example, I want to make children's clothing and home. These categories and artistic temperament are very good, but there are not so many resources. So maybe I will find some new partners to come in.

Compared with the old family's fans, the difference between the first and the second web is that the category is very clear. "This is also consistent with our style of literature and art, and will stick to it later. Customers are definitely different. We are simply making brands. What they want to do is department stores. They are large and full, and customers will sell furniture shortly after that. " {page_break}
 

Independent brand space

Although still living in a small office, a week's achievements have made the team of the first twenty people feel very gratified.

November 8, 2010 is the first day of team carving out, and there are 5 people. At that time, their offices were borrowed from others. In Xu Xiaohui's words, it was a sense of belonging to others.

In December 8, 2010, it was a big day for the first time. They had their own office, which is now in the office of SOHO modern city.

"This period is a process of ebb and flow, where the environment is not good, the treatment is not good, very hard, some people go away, the rest is the most able to withstand the storm." Xu Xiaohui said. The group often stayed up until two or three nights.

This picture of entrepreneurship not only belongs to the first moment, but also at the same time, when the current executive Chen Tenghua and van customer's former executive Liu Shuang...

E-commerce executives quit entrepreneurship has become a small trend.

"Because the market is still very large, and in the process of rapid growth, it is far from the bubble that some people say is not reaching the net." Xu Xiaohui said, "take the professional category as an example, there is a big vacancy in the market."

Children's clothing B2C, big code clothing B2C, food B2C belong to professional category B2C. And abroad, there are already quite mature diapers B2C.

What Xu Xiaohui most valued is the development of private brand B2C. "Mall like Jingdong mall and V+" will soon become one of the two biggest businesses because it has scale effect. A free brand will never happen, because everyone has their own style, price, user group, and there is no Matthew effect.

Jin Jun, a former president of Jinshan, had reconsidered the reason why Jinshan hadn't been completed for more than 20 years. "Doing it in Jinshan is like pushing a stone from the foot of a hill to the mountain. It has dropped slightly, and the process is very laborious." So when I invest in a project, I hope to find a stone on the hill and push it down.

"This is called trend and trend." Xu Xiaohui said, "the B2C of the independent brand is the trend, which is why Lei Jun pays more attention to e-commerce."