"Cattle Online Clothing Store" &Nbsp; Pioneering 7 Years Sales Of Over 100 Million

　　 A 4 million 300 thousand yuan "sky high" tax bill, let Taobao shop "my one percent" unexpectedly popular, this is China's first official tax net shop.

At the same time, the "sky high" tax bill first exposed the true size of the "China's most cattle online clothing store". Last year's online sales amounted to 105 million yuan, even in reality. Couture It's hard to reach. In the millions of online shops, they stand out as "towering trees". The initial couple shop took only 7 years.

The rise of this online store is a miracle in China's e-commerce. In the eyes of its founder Zhou Qinnian, the 7 years' casual layout now seems to be a battlefield where no smoke can be seen.

As a sample, Zhou Qinnian provides unlimited imagination for those who want to start a business by Internet. However, at the moment, its success seems to be too early to say. Although Zhou Qinnian said he would be willing to pay 4 million 300 thousand yuan tax, it also made him extremely miserable and brought great difficulties to the operation of the shop.

This year, Zhou Qinnian's online shop will pay about 10000000 yuan. Without the advantage of "tax exemption", how far can "online shopping ladies' first store" go? Can Zhou Qin's success model really replicate?

　　 Zhou Qinnian admitted that he was introverted and not good at speaking. Most of the time, he was alone at home, wondering how to make women's clothes better.

Entry: "down student" shop

The "sky tax bill" caused a great shock in China. Zhou Qinnian was dug up by the media for three feet, but most of the time he had no trace of his stealth network.

In February 2004, Zhou Qinnian, a 30 year old graduate student at Hubei Institute of Fine Arts, opened his first online store on eBay, which is closely related to his introverted personality. "In the virtual world, we don't have to deal with people."

Zhou Qinnian said that the shop promoter should be his wife strictly, while his wife sold second-hand clothes online, and he had already opened two advertising companies, all of which went bankrupt. "Second-hand clothes sell well, and they earn 8~10 yuan for each piece of clothing. At first, it's all about living. I don't know how long it will last. "

Two months later, Zhou Qinnian sold the advertising agency, and his wife resigned from the Real Estate Company. Two people started their online shop in their more than 60 square meter house. Because his wife also studied art background, good vision, responsible for picking style; Zhou Qin's professional photographer.

Throughout 2004, the couple's daily job is to put colored cardboard in the kitchen, lay the clothes POSE, and then climb up the metal ladder to shoot down. The wife is responsible for the design and the only customer service.

Until one day, the couple decided to move. At the end of 2004, Zhou Qinnian lived on the first floor of the building where someone moved away. He rented it. His wife's cousin did not work after graduation and was recruited to serve as a customer service. He said, at that time, the online shop was despised. Only the most dissatisfied people would open the shop to eat together. "I was a graduate student from a junior college, and I wanted to be a university teacher at first." His customer service is family and friends, because he wants to recruit people outside.

The final customer service is only two. At that time, the shop sold more than 10 packages a day, making two hundred or three hundred yuan. Because of less stock, when Zhou Qinnian arrived in Hanzheng Street, he often got the boss's eye. To save money for stamps, he went to Chongren road to buy discount stamps and sent parcels in plain mail.

　 Transition: moving + changing shipping channels

In 2005, when Taobao was on the line, Zhou Qinnian turned to Taobao and named "my one percent". It means only for one percent Chinese ladies with high taste, positioning is "grassroots fashion" and "noble is not expensive".

However, just second years after the war, Zhou Qinnian's Shop Then there was a heavy crisis. At that time, eBay was at a loss, but for inertia, he still focused on eBay. In the first three months to Taobao, the new store could not sell clothes, "customers are not familiar with, no fame, no praise and stars, and the best clothes are drowned in the sea of clothes." Zhou Qinnian did not want to do it for a while.

In addition to fame, Zhou Qinnian summed up the lesson and found that the problem lies in supply. Because of too far away from Hanzheng Street, the clothing information is lagging behind, and the clothes made usually do not sell well, so he decided to move to Hanzheng Street. In July 2005, he put down a more than 100 square meter house on the riverside of Hankou, serving as a place of residence, as well as an office space. The center of gravity shifted to Taobao.

Another decisive change is to get rid of flat mail delivery on the delivery channel and start shipping through EMS and STO. "At that time, the courier company was very good for a stable customer like me. No matter whether it was windy or rainy, a phone call came right away."

Six months later, due to the improvement of clothing style and the speed of delivery, customer satisfaction increased significantly and shipments increased sharply. He rented a village house as a warehouse. At this time, its shop has already seen maturity. Zhou Qin is the boss and wife is the design director. Customer service is divided into sales and after-sale. In order to make the network smoothly, he specially invited a IT technician.

　　 Fortune: first, "reality TV" leads the trend.

Like many domestic online shopkeepers, the profit margin of the 3 years before the opening of Zhou Qin year is basically the price difference and duty free advantage. But despite the fact that Hanzheng Street has such a large cargo yard as a backstop, he gradually finds that there is no future for "two dealers". Many good styles are hard to come by, and it is difficult to find large businesses with long-term cooperation if they are too small. If you can design the most popular styles yourself, and then find a fixed manufacturer, you can both guarantee the quality and ensure the supply of goods. Since then, his wife has become a full-time designer of women's wear.

In early 2007, the shop launched seven women's clothing. Zhou Qin liked gulong's novel and named it "seven weapons". After the launch, it exploded quickly and sold more than 300 pieces per day.

This is the first barrel of gold he earns. Under the office building is the famous Li Chi hot noodle restaurant in Wuhan. Whenever there is a big order, he takes his wife to eat a bowl of noodles, which is a celebration.

"Toss" has not stopped. Zhou Qinnian's browsing abroad, especially the shopping websites in Korea, found that there were human models appearing on the website. They looked very nice and beautiful, and their hits and volume were considerable.

So he made himself a photographer, built a simple studio, old alleys in Wuhan's old concession, reeds in the marshes, beaches under Yangtze River bridge, and indoor and outdoor model wives. The sales of women's wear actually rose and sold three hundred or four hundred pieces a day. "It is no exaggeration to say that not only in Wuhan, but also in the nationwide online shops, we were the first to launch live models. I got caught up in the rhythm, so I made money.

Light is not good, but also gimmick. In 2007, Zhou Qinnian's online store came to a peak of development. He decided to launch a gimmick event. The "global ten Jingxing" shooting activity is the first shot. Because he knew a friend who was familiar with Bali Island, Zhou Qinnian decided to put the first stop in Bali Island.

On the 5 day of his trip to Bali Island, Zhou Qinnian did not sleep in peace. In fact, the first shot was not successful. Clothing sales volume The pull is very small. "The first time I went there was no experience. It was late summer, and summer clothing was already hot, and the purchasing power had been digested."

On the books, the trip to Bali Island did not seem to bring benefits, but this bold move caused a great sensation. Many buyers feel that he is willing to make great efforts to take photos outside the real world, and his women's clothing is also more tasteful. Since then, the autumn and winter series of women's clothing sales doubled.

　 Secret: from design to after-sale "one pot ends"

The new method is always tested, and Matthew effect is reflected. The online transaction software used by early Taobao buyers is basically the "Standard Version" purchased from software companies. In order to adapt to the volume of blowout, he has come to several software engineers to develop his online transaction procedures.

At the beginning of 2009, Zhou Qinnian broke the pre-sale service terminal and implemented online self help shopping. Forcing him to make this decision is because the volume of customers is growing too fast and the after-sales service can not keep up. For example, customer messages, an hour later, there is a reply, many of the old customers gave bad reviews and slowly lost.

"This is very risky. It's a battle against water. For a general seller, selling products and answering questions is very important and is an important way to attract customers to buy. All I do is to put all my energy into improving after-sales service, but I request that the product presentation be detailed enough to answer all customers' queries before purchase.

Self service shopping did not cause customers to lose. Because of concentrating on after-sales service, online stores were widely praised, and buyers' satisfaction increased from 99.17 to 99.42 points. This year, the shop became Taobao's women's wear sales champion, and won the first gold crown of Taobao, and then won second, third gold crowns in March 2010 and December, becoming the first three gold crown clothing stores.

In 2010, the sales volume of online stores exceeded 100 million yuan, while a pair of jeans sold about 300000 items in half a year. Recently, IDG, an international venture capital company, spent over 20 million US dollars in search of last week's financial year.

"Online stores are too competitive now. At least you have advantages in 1 stores, so you can live. " Zhou Qin sighed a lot, insisting on insistence. In the battle of Taobao in 2006, it lost money in the first half of the year. In 2007, more than 20 employees resigned in a collective way. In 2009, the business grew too fast and the service failed to keep up with the buyers. This is a road.

"I have some paranoid character, using real people as a model, launching the world's ten Jingxing, closing the pre-sale service, every time some people oppose it, and finally I insist and prove it is right."

Zhou Qinnian believes that the second magic weapon is that he always sees a lot farther than others. "Since we have made our own brand and developed our own trading system, we have been paying taxes about 4300000 yuan recently. Maybe other Internet stores are caught off guard. We have already taken a firm foothold."

The third magic weapon is to set up a completely different mode from the beginning. "The whole industry chain is done by me, and no links are being clamped by others. So from 2007 onwards, they sell their own brands, which is impossible for ordinary online stores. {page_break}

　　 Observation: is taxation the general trend or is it too urgent?

A tree attracts the wind. In June of this year, Wuhan's Internal Revenue Service issued the first tax bill for individual online shops, which taxes more than 430 yuan on Zhou Qinnian's online store. Does this mean that the tax gates of individual shops are fully open?

4 million 300 thousand the tax burden is too heavy.

In response, the Wuhan State Administration of Taxation responded that the "one percent of my" women's clothing store, which was taxed, belonged to the entity management enterprise, and the entity shop name was Wuhan claw dress Co., Ltd. Sales revenue in 2010 was 105 million yuan. Taobao store is only one of the sales channels of the company. In accordance with the verified non tax sales revenue, the company should pay a value-added tax of 3 million 163 thousand yuan, an enterprise income tax of 1 million 59 thousand and 500 yuan and a late fee of 4 million 307 thousand and 900 yuan in 2010.

But this claim was denied by Zhou Qinnian. He said that all his women's clothes were sold online, without physical stores. Wuhan clones Clothing Co., Ltd. is only set up for the convenience of employees for social security, not selling women's clothing.

Zhou Qinnian did not complain about the tax on the shop. "If we want to be bigger, we must take the road of standardization. Paying taxes is sooner or later." But he said frankly that the tax of about 4300000 yuan is a big burden to the shop, because the shop in 2009 basically did not earn money, and only started to improve in 2010. This year, the tax will be about 10000000 yuan, which is a great burden for enterprises. He has not thought about how to absorb the cost of the tax burden.

Expert: haste

Zhou Qinnian's online shop was taxed, so that many crown level shopkeepers in Wuhan panic: is the next one who I am? A shop owner said that the current standard and mode of tax collection for the online shop have not been established. Shanghai and Zhejiang, which have developed e-commerce in China, have been overheated, but not implemented. Wuhan's e-commerce is not developed. The first tax collection in the country is really urgent. The biggest advantage of online shops is lower than the price of physical stores, which is largely due to the "tax-free" of online shops. If taxes are imposed on Internet stores, Internet operators can only raise prices, which will greatly weaken the competitiveness of online stores.

Liao Jiangtao, Deputy Secretary General of Wuhan Electronic Commerce Association, believes that the number of direct employment of more than 30 thousand online stores in Wuhan exceeds 100 thousand, leading to more than 400 thousand indirect employment opportunities in related industries. Before the tax administration policy of the State Administration of Taxation has not yet been promulgated, local taxation departments are in a hurry and are not conducive to the development of regional e-commerce. At present, online store competition is increasingly fierce, and profit margins are very small, even less than 3%. For small online shops, the government should provide better conditions for self-reliance and fish farming.

The tax gate of online shops will soon be fully opened, and the general trend seems to be almost ready. Now, the severe test has not been placed in front of Zhou Qinnian. All the "boss" who are in the shop have to face up to this cruel challenge.