Wan Table Net Xiao Xiao Tells The Ups And Downs Of Entrepreneurship: What Liu Qiangdong Taught Me

Entrepreneurship time: 2007

Venture projects: Guangzhou purchase network and WAN watch network

Business mode: alliances with Bank of China, industrial and Commercial Bank of China, agricultural bank, Guangdong Development Bank, Xingye Bank and Minsheng Bank. On the one hand, it can help luxury consumers ease the cash pressure on payment, on the one hand, provide more abundant installments for bank credit card users.

Xiao Xiao now controls two positions. Luxury goods On the platform of consumption, his business card reads "general manager of Guangzhou purchase network" and the other side reads "general manager of Wan Biao net". Because he had a complex of watches, he liked the feeling of "chasing time". Entrepreneurship The pleasure of wealth.

Forced positioning

In 2007, when deciding to make a genuine e-business, Xiao Xiao had a treasure in his hand, that is, the huge "bank credit card customer". Resources "

At that time, he made a small calculation. "A digital brand is sold through the credit card channel of GD bank. The turnover can reach 400 million yuan a year. If we extend our customers to the credit card customers of many banks such as Bank of China, ICBC, Xingye and so on, the terminal will expand to white household appliances, black household appliances, bags, watches and so on. How many times will the "cake" magnify?

Xiao Xiao was very excited and resigned from the position of general manager of a bank credit card. He attracted a large number of people to rush into the tide of electricity supplier and set up a wide purchase network. In 2007, Jingdong mall, excellence, Dangdang and other electric providers were immersed in the carnival of B2C, while the Southern China area was quiet.

"The conditions of bank credit are very harsh, and the risk factors, market size, quality of supply, service standards and so on are a lot of evaluation items. At that time, we want to get the qualification, so long as the supply chain is guaranteed, we will cooperate with Suning Appliance, Shenma competitor, core advantage and profitability. No matter what. " Xiao Xiao said that the Canton purchase network cut into the B 2C market from the 3C digital category, "this position is forced out."

Tips: Xiao Xiao's entrepreneurial understanding 1: as long as the supply chain is guaranteed, it can only be done at the beginning stage.

Liu Qiangdong was "persuaded".

Sunning appliances, such as cell phones, cameras, notebooks and electric rice cookers, are like a bunch of "free fruits". They look so beautiful that they are hard to swallow. "One is that profits are too low, and the other is nothing." Xiao Xiao said, "in 2007, I set a target of 200 million sales for the mall, but I couldn't make even a" fraction ".

On one occasion, "when Liu Qiangdong came to Guangzhou to work, he often took time to sit in my office." Xiao Xiao said that through many "intimate contacts" with Liu Qiangdong, he understood that Liu Qiangdong is the one who can see the 3C industry at a glance. "He has a solid job and knows the needs of the upstream suppliers and the hidden rules of the operation of the industry. Conversely, we can not find out how deep the 3C lake is, and the result of plunged into it will be nothing but profit.

In this way, Xiao Xiao went to the most critical crossroads since he started his business. He asked himself again and again, "my strength is to understand the needs of high-end users. My shortcoming is that I don't understand the rules of operation of the manufacturers. What are my core strengths? Where is the room for development?

Although the way of thinking is not clear, one thing is for sure. If you carry on the 3C road with Jingdong, there will be no chance of buying. In 2009, Xiao Xiao made a bold decision: cutting off 3C digital products and shortening the front line. The transformation of Guang Hua network only sells fashionable brands such as bags, diamonds and cosmetics.

"This is a very painful process." Sometimes, Xiao Xiao says, you have to make decisions between "rapid growth" and "healthy growth"; sometimes, refusing to grow beyond capacity seems to require greater sense and determination.

Tips: Xiao Xiao's entrepreneurial insight 2: Liu Qiangdong is the one who can see the 3C industry at the first glance. If you carry on the 3C road with Jingdong, there will be no win in Guangzhou purchase. {page_break}

"Mother and son" formation

Good fortune is always inadvertent. When Xiao Xiao fell into confusion, one day he met Mr. A, an old friend who did watch business. The two men soon talked about their business experiences. Mr. A told him that "the watch industry is generally not in contact with the outside world, is relatively closed, and is not afraid of backlog, because the price of mechanical watches has risen to a certain extent every year, but not everyone can get the goods."

This touched Xiao Xiao's sensitive nerve. In those days, the first salary he got from graduation was to rush to the mall to buy himself a watch. "Every man has a dream." Xiao Xiao finally had the idea to get goods from old friends. He had factory certificates, global joint guarantees and invoices, and became a website of a monopolized international list.

As a result, two platforms that focus on luxury online shopping form a special T-shaped structure. "The main task of Guang Hua net is to meet the needs of the middle class for all kinds of luxuries, including diamonds, cosmetics, bags and so on, while the WAN watch network is mainly aimed at high-end consumers who love international watches." Xiao Xiao said that from this perspective, the relationship between Guang Hua Wan and WAN Biao net is like a pair of mother and son. The former is characterized by the wide spread of nets, and the latter's characteristics are vertical and professional.

It is reported that the average customer price of the Canton purchase network is five thousand yuan, and the 10000 meter network is eight thousand yuan, ranking the top in the luxury online shopping industry.

Tips: Xiao Xiao's entrepreneurial understanding 3: the relationship between Guang Hua Wan and WAN Biao net is like a pair of mother and son. The former is characterized by the wide spread of nets, and the latter is characterized by vertical and professional.

Quick sketch Xiao Xiao:

Bank management goes to sea to start business, Cantonese, Taurus, watches complex. Good basketball amateur forward.

Truth or Dare

1, I would like to be seen as A, practical person B, imaginative and inspirational person C and others.

A, B

2, the motto is: moral integrity.

3, what do you think is the most ideal happiness? Capable of helping more people in need.

4, what is your most used vocabulary? Willing to sacrifice

5, if you need to find a celebrity or celebrity at home and abroad to act as the spokesperson of your B2C website, which one do you think is the most suitable?

Bill Gate

6, in China's e-commerce, you think the most important advantages of founders are: A, good health B, abundant capital C, supply chain advantage D, executive power E, team stability, family harmony, F, and investors share common values G, visionary and innovative business models.

Must have

7, at this stage, what kind of skills does your team want to cooperate with?

A, professional managers (management type) B, supply chain management talents C, scientists Internet talents D, marketing talent E, logistics warehousing talent F, familiar G of capital operation, talents who are good at public relations.

Talent is needed.

Online shopping

Buying at a limited time sometimes flickers.

Number 1

Snow

Age: 27 years old

Occupation: hospital clerk

I am a natural Shopaholic. At first, she washed clothes on Taobao, then transferred positions to vip.com, Xiu Xiu net, shop No. 1, Dangdang, red children... It has been patronized. It seems that I am a "flower heart", but I love greedy little money, because most of the B2C websites will give me gift vouchers and vouchers after patronizing once. However, some websites only send e-mails to remind them of gift certificates. Some websites only send short messages to tell them that new brands are on the line. As a result, I either miss the gift coupons, or I can't find the brand of my heart. After wandering around the Internet, I still don't want to sell.

I wonder if women are naturally changeable and fresh. Why do they always have a feeling that when shopping online is like a new one, most B2C platforms offer shopping experience for the first time, and the problem is coming. For example, this is the time limit for the purchase of autumn clothes in Europe, but the one that is on sale is sold out. In a few days, the new product is still sold in Europe or sold out. Is this not a flicker? In addition, the brand discount looks attractive, and the price of B2C is less than that of department stores, which is more expensive than that of a special store in Guangzhou, Dongchuan Road, upper and lower nine, white horse and so on.

In other words, although there is a lot of dissatisfaction with online shopping platforms, the so-called "goods are the buyers". I still like buying online. It has become a part of my life just like shopping.

Customer service, "it's not easy to say love you".

Number 2

Sukaka

Age: 29 years old

Occupation:

Media practitioners

Since 2006, online shopping has been worth thousands of coat coats, and few home accessories have been purchased online. The most difficult to accept is the service logistics of online shopping platform. On one occasion, vip.com gave me 50 yuan gift voucher. I was too happy to rush to buy it. When I checked out, I found that gift coupon could not be used. Call customer service, the first customer service to teach me the operation steps, "you need to activate the gift coupons first..." For a long time, I can't decide. I called again to ask customer service, the other side said, "this gift coupon can only be used to offset logistics fees." Halo, as early as say, I have to take gift coupons to arrive at the logistics fee, and toss for a long time, or not. Customer service customer service, you are the customer service, depressed like torrential river water, here omitted one thousand words.

I don't know what's going on. I've caught up with all the wonderful things. I bought a brand name skirt for the first time in the show and waited for more than ten days before I got the goods. After a strong complaint, the second time I bought the bag was delivered in time, but it was raining hard. The logistics staff got wet all over the package, and a pair of them said, "anyway, I arrived on time, you can't accept it."

I really want to sincerely say to these B2C customer service, "want to say love you is not easy." In addition, I summed up a "unique secret", to call the customer service when recording, the entire purchase process must be recorded. If there are quality problems and other unpleasant things, shopping records will become strong evidence for safeguarding rights afterwards.