Xiao Anna: The Pioneering Fairy Tale Of Taobao Girl

In the battle of pformation, perhaps only a few sellers can finish the "dangerous leap".

Nowadays, there are still legends about her on the rivers and lakes, but they have been tossing and turning.

The starting point of Shawnna is going back to 1999.

That year, the main camp

Most students save money from meals, but they are busy chatting with friends and chatting in chat rooms. Xiao Anna has gone through a tedious certification process and opened a small shop on eBay to sell men's clothing.

Later, she received many interviews with the media. She talked about the reason why "going to sea" would be based on the slogan of advertising: "the online shopping market is full of possibilities. This is a paradise for grassroots entrepreneurs" to explain why.

The answer is "official" and true.

Opportunities, plus the ability to grasp trends and sensitive business sense, are the common characteristics of these Internet vendors. Looking at the super sellers of Taobao (four crown, five crown), we will find that they basically started in 2005, and the most rapid development in 2008 and 2009 is that people who dare to eat crab first.

In 2004, Xiao Anna graduated from university. Her shop could make more than 20 orders a day, earning 3000 yuan to 5000 yuan a month, even for white collar workers at that time.

Xiao Anna naturally chose entrepreneurship.

This year, Taobao, which is full of China's indigenous wisdom, also began to engage in eBay with the US gene.

In 2006, Xiao Anna also opened a shop on Taobao, named "refined clothes and refinement".

Xiao Anna, who owns two stores, can send 100 bills a day.

From then on, it is a good time for online stores.

The report from ERI market shows that the annual turnover of China's online market increased from 1 billion 70 million yuan in 2003 to 3 billion 400 million yuan in 2004. In August 2005, the data released by the National Bureau of statistics showed that domestic consumption growth rate has exceeded 12% for 16 consecutive months. In 2006, China's netizens broke through 100 million for the first time, and many urban white-collar workers no longer went shopping in the surrounding shopping malls. Instead, they used to go shopping online, and Taobao averages 9 million people every day. It has become the largest shopping website in Asia.

Xiao Anna formally turned his attention to Taobao shop, and ushered in his own era in the east wind.

Legend and truth went through college trial, and Xiao Anna began to think about how to make a real breakthrough on Taobao.

At the beginning of its birth, Taobao was the hotbed of low price consumption.

There are no big brands in Taobao.

What commodity has the characteristics of high quality and low price? As far as Shawnna's sales experience is concerned, it is really good for goods, quality products and quality.

And being in Shanghai is Anna's inherent advantage.

That is the age of savage growth of online shopkeepers.

In each city's goods gathering area, they buy goods from these places and sell them online.

In the age of information asymmetry, the goods from Shanghai meant "fashion" and "tight", while the most famous ones in Shanghai were not only seven Pu street, but also the famous Xiangyang road.

When you walk on the clothing street, sometimes people will ask you whether you want the goods or not. Then they will lead you to an upstairs building. The clothes inside are some strange brands: LV, PRADA, Burberry...

Nowadays, the names of goods, merchandises, and final orders are more like the joint code words at that time.

Anna is one of the people who have mastered these "secrets".

The customers' attitude to these goods is very ambiguous.

On the one hand, we all know that this is a fake. How can it be possible to buy a Burberry windbreaker on more than one hundred yuan? On the one hand, everyone comforts himself with the seller's words. Actually, it is a product from a factory. There is no difference. Many foreigners are buying it too! There is another reason. It is probably that these luxury goods have not yet been officially set up in China.

So sellers and buyers are tacit to each other.

Of course, Taobao is also full of some unscavenger goods: the "tail sheet", which is known to be cut off for fear of the original brand, is known as the official version, but the brand has never had such a style. It is known as a detained product from the customs.

Everyone has a clear mind.

Relying on the excellent source of goods and the "good service" from mouth to mouth, by 2009, the reputation of "refined clothes and refinement" has reached 5 crowns.

That means Shawnna got 200 thousand good reviews.

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That year, Taobao pushed the "crown interview", but of course it was impossible to win the legendary Shaw Anna.

This series of interviews was recommended by Taobao on the front page and reprinted by major websites.

In this exclusive interview, she did not mention her sales methods and sources, but from her kindness to employees, Anna was portrayed as a typical girl who pursued the entrepreneurial dream and a successful online businessman.

These strong endorsement let Shaw Anna thoroughly reassured, but big sellers have the same annoying thing.

Because of the low threshold, more and more people are driving the chariot into Taobao, and the competition is more intense.

I don't remember the first time. The staff complained to Xiao Anna that the pictures taken in the shop were "borrowed" by other sellers, even the copywriters were exactly the same.

Xiao Anna was angry, but he had no energy to complain.

Sometimes a good picture will be stolen by thousands of online stores, and no matter how you can watermark it.

Shopkeepers' PS technology is also advancing by leaps and bounds.

A very small dress is immediately sold out after PS modification.

In addition to copywriting and photo fraud, even credit can be fraudulent.

Xiao Anna has seen some small shops that have just opened their own credit rating, and their own Wangwang often receive credit advertisements from time to time.

These grey "shortcuts" are much more visible.

Perhaps this is the true face of rivers and lakes, full of vitality and chaos.

The state of disorder spawned prosperity and left foreshadowing for future dilapidation.

Now Xiao Anna is very busy. She wants to get goods, pack and arrange thematic promotions. A piece of news has stimulated her nerves.

It was an overseas news in mid September 2009: French luxury brand Louis Vuitton Hennessy group announced that a French court ruled that eBay had fined 80 thousand euros for selling counterfeit products on its website, and said that if it were to be committed again, it would be fined 1000 euros for every counterfeit product sold once.

This means that as a third party trading platform, eBay is jointly and severally liable for counterfeit products sold on its website.

The sellers of Taobao also discussed the news through Wangwang group, guessing the reaction of Taobao, of course, their foothold is still their own interests.

Some say, really want to do so, Taobao 80% of the sellers do not have to do; some anxious, I now sell brand, although it is genuine, but online sales no company's authorization, will not be processed......

Xiao Anna was a little upset.

There was always some confusion before major incidents.

Did Anna, who had a keen sense, feel it?

There's not enough time

Some netizens broke the news that in fact, as early as 2008, Shawnna's shop was sealed off once, which was the first case that Taobao store was sealed.

Perhaps it is a long time, and no details can be seen on the Internet. It is certain that the key words related to Taobao were "self checking" and "closing shop" at that time.

The main reason for the seizure is the sale of "high imitation commodities or counterfeit goods" besides credit.

However, Taobao's action was met with boycott by some sellers. The "false inspection rate", "effective evidence" and "unfair sale to small and medium-sized sellers" have become the focus of some Taobao attacks on the Internet.

I wonder if these are the reasons. Finally, Taobao's self inspection action is hasty.

However, Taobao still investigates counterfeit key words such as "high imitation", search target, network information security team, and the collection of more than 3000 trustworthy network business volunteers.

But for Taobao, which has more than 300 million products on its shelves every day, fake products are still unstoppable.

Xiao Anna, who had been arrested for a week in the rumor, did not tear his face with Taobao because of this unhappiness. In 2009, the "imperial interview" easily overshadowed all traces.

However, in an interview at the end of 2009, Xiao Anna revealed the initial idea of the pformation of "fine clothes and refinement". In 2010, "refined clothes refinement" should create its own brand, enter the B2C channel and major shopping malls, and plan to produce 1 million yuan to make the brand promotion on the offline line.

She did not disclose what brand she wanted to do, and her brand style and ideas were kept secret.

How long did the idea of pformation occur? Was it casual or thoughtful? Was it the inspiration of the last Taobao store storm, or was it related to the change of Taobao's environment?

Ma Yun's big Taobao strategy has begun to change the pattern of Internet business.

Under the strategy of big Taobao, more and more famous brands in traditional lines have stepped into rivers and lakes. International giants such as UNIQLO, JACK&JONES, DELL, domestic brands such as Lining, Lenovo, BELLE, YISHION and so on.

As a large number of "elephant class" traditional enterprises are stationed in Taobao, Taobao's scales begin to tilt towards brand enterprises. Correspondingly, Taobao's personal shop sellers feel the pressure.

Most of these sellers are attached to Taobao for a long time, but they are not reconciled to Taobao.

Despite its impressive performance and even greater paction volume than some B2C companies, Taobao's single venture platform is so risky that venture capitalists dare not gamble.

In addition, the shortage of talents and difficulties in integration of upstream and downstream industry chains make sellers fall into a bottleneck.

Many sellers who started selling goods with goods also heard some rumors. Previous disputes about online shops' tax evasion, no business licenses and lack of certification showed that the once vacant supervision would gradually standardize the market, and the sellers' space became smaller and the risk increased.

Under these circumstances, Anna's consideration of pformation is not surprising.

It is difficult for us to find out what causes Anna's self pformation.

Until now, the more common worry of shopkeepers in pition is: "it's not that we don't want to change, but the road to pformation is really too difficult!" a shopkeeper's encounter is very universal. He has registered his own brand of spectacles, but compared with the original high priced imitation glasses, the market competitiveness can not be raised at the same time. At the same time, his brand just came out and was copied, and finally it could only be turned back.

We can not restore Shawnna's worries.

After all, a big seller like Shaw Anna, abandoning the already profitable rules and creating a new road with unknown risks, needs more courage and preparation.

We can only do some afterward Zhuge sighs: if she can attach importance to various antecedents, she will not go too far on the wrong way of selling the goods. If she is not blinded by interests, she will stay awake and get her hands in time, so she will not wait for things to get worse.

In short, the pformation was dragged down, and it came to 2010.

Before the way out, it was Shawnna's most brilliant time of "refined clothes refinement", with more than 60 staff members and nearly 500 thousand pactions.

In December 2010, the Public Security Bureau of the Shanghai Municipal Public Security Bureau and the law enforcement officers of the Municipal Bureau of Technical Quality Supervision seized a large number of registered trademarks, such as LACOSTE, ABER-CROMBIE&FITCH and COLUMBIA, in clothing, clothing, shoes and hats, and were identified as counterfeit products.

Statistics show that from 2006 to 2010, the clothing sales of the "refined clothing and refinement" online shop under the name of "original authentic goods" amounted to 5 million 899 thousand and 600 yuan.

Xiao Anna was prosecuted by the public security organ on the grounds that he was suspected of selling counterfeit registered trademarks.

"Refined clothes refinement" has been exposed by Taobao's focus interview program, and has been closed by CCTV.

Some netizens believe that online pparency is more likely to be found online, and once consumers find the purchase of fake goods to the relevant departments, the evidence is not difficult to grasp.

These people dare to take risks. They are really upset by profits.

Some people question that in the face of rampant fake products, Taobao, as a sales platform, will be left alone by closing the problem shops.

Others say that the birth and development of any new productive force is bloodshed.

It was immediately rebutted that we should clearly distinguish the "original sin" from the original sin of survival and grope in the course of C2C development and the original sin of good faith fraud that breaks through the bottom line of credibility, and give a completely different treatment.

Most of the attention paid to Xiao Anna's arrest should be the same vendors as Taobao's big sellers, though some of them chose different roads from Xiao Anna.

Lemonade, which sells cosmetics, is the biggest seller of Taobao.

The company launched its own independent B2C platform and two cosmetics brands, and launched its own clothing brand Sexy Girl in early 2009. The current sales volume is about 1500 per day.

Taobao, the second largest store after lemon green tea, chose to cooperate with the upstream manufacturers. "They have already reached an agent cooperation intention with nearly 30 domestic cosmetics brands such as" suitable herbal ", so as to get rid of the suspicion that T is not right.

There are also businesses starting to operate a business alliance, which aims to package super sellers on Taobao, directly connect with international brands, and open up the upstream industry chain.

In addition, there are some wholesalers who master the seller's resources and master the production resources, trying to create another "Taobao" through the integration of the industrial chain.

"I know that without its own brand, there can never be a way out. Even if this road is harder and harder, I can no longer be tempted by the profits of counterfeit goods."

This is Anna, who came back after his comeback.

After paying a large sum of money, Xiao Anna returned to Taobao and brought his own brand "Annamito".

The website of "refinement and refinement" can be opened again. On the page, we can see the words "Anna's metamorphosis", "a little bit before, one idea, a sudden life".

The rivers and lakes are still the rivers and lakes. The competition is intense and full of uncertainty.

In the battle of pformation, perhaps only a few sellers can finish the "dangerous leap".