Interview With Wu Shihui, Chief Executive Officer Of Sidiera: How To Sell 6 Million

CEO of Wu Shihui

To this end, the reporter interviewed.

Reporter: online shopping in the past three years

Wu Shihui: in 2008 and 2009, the development of Internet was not so fast. When we first entered, business growth was not so fast. However, when we did foreign trade, our production capacity was very large. At that time, sales volume and production capacity would not match. This is a very uncomfortable stage.

We have to face the problem of how to persist. At the same time, some shareholders withdrew.

But I always think this direction is right. China is so huge.

Reporter: product design and judgement will directly affect whether the product will sell well and whether it will become a stock.

In this respect, how did he operate?

Wu Shihui: from the time we started foreign trade, we had a senior design director. She graduated from the fashion design department, and she has been the director of clothing brand design in other enterprises. Her ability to see goods is very accurate.

More importantly, when we were doing foreign trade, we had a lot of cooperation with international brands including Armani. Foreign designers actually gave us some hand drawn drafts and some fabrics. We need to design them again, and we go to proofing ourselves, and then they modify and identify them, so we have greatly exercised our design ability.

It is in this process of cooperation with the international giants that we have accumulated a lot of experience in designing and seeing goods.

This is also a great advantage for a foreign trade enterprise to pform the online shopping brand.

Reporter: early in the field of online shopping, three years to achieve the Taobao three years ago.

But is there such an opportunity for the Internet now? Can it be considered that the online shopping brand has come to a shuffle period?

Wu Shihui: it should be said that when we really compete for the comprehensive strength, we have arrived at the team, capital, supply chain, channels and everything must be done well. This is a comprehensive system engineering.

At present, several brands that have done well in the Internet are equipped with these conditions. If you do well at this stage, you will go up; if you fail to do well, you will have no chance.

The Internet has already been in a relatively mature competition stage. It is very difficult to do well through a chance or a characteristic.

This is a very deep experience this year because the impact of the big brands on the line is too great for us.

In this round of competition with offline brands, if we do not shape the brand image, build the system well, and enhance the overall strength of the enterprise, we may not be able to compete with these big brands.

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Reporter: actually, at present, the brand has already been a very strong brand in the online shopping brand, but it is said that you are not satisfied or even worried.

Why is that?

Wu Shihui: the Internet can be a good shortcut for the growth of a new brand, but the real success of a brand can not just be confined to the Internet.

As a popular brand, it should be involved in various channels.

We should not limit ourselves to an online shopping brand on the Internet.

I think a brand is only limited to the Internet, and it may not be able to make a real brand.

Because consumers will buy what they are familiar with. When the big brands enter the network, their popularity will be higher, and consumers will probably choose Offline brands.

Therefore, we must continuously improve the brand's operational capability.

Online superior line

Reporter: in talking with you, I can feel very strongly that you are not only going to be an online shopping brand, but also a brand name.

Wu Shihui: because the only barrier to business is brand.

Reporter: so you are not willing to be on the Taobao platform?

Wu Shihui: Yes, we started the strategy of the whole network in a long time ago. Now, V+ has completed the pformation from "Amoy brand" to the Internet brand. Our products have been sold on more than 98% of the large Internet shopping platforms such as Jingdong mall, red kids, van guest V+, Baidu Lok cool days, Mcglaughlin, Dangdang and Tencent pat.

In addition, there will always be a kind of person who will not buy online, nor will any brand be confined to the Internet.

Network brand is only a phased name. Making brand should not separate the line from the offline. The brand itself should be an all-round three-dimensional performance.

Therefore, we also began to aim at the offline stores.

He will focus on the brand expansion strategy of "entity chain" from online to offline.

This integration of online and offline channels will be the development trend of the future industry.

Reporter: did you get Lenovo's venture capital in March this year? Is the future trend of this fund built under the online and offline channels?

Wu Shihui: at that time, nearly 30 venture capitalists contacted us. Lenovo investment was not the highest among all venture capitalists, but in the end we chose it. It is the brand and background of Lenovo's investment.

Lenovo's first round of investment will mainly be used for supply chain management and marketing promotion, as well as the introduction of high-end talent, expansion of warehouses and expansion of production scale.

In fact, whether online expansion or offline expansion, the purpose is to promote brand building.

Offline channels need long-term operation.