Behind The US Bond Spin Off Business: Inspiration From High-Speed Rail And Hidden Dangers Of Talent

For the divestiture of e-commerce business, Zhou Chengjian, chairman of the United States apparel (002269), considered that "ensuring the financial health of listed companies and ensuring smooth investment in electronic business."

In an exclusive interview with this newspaper, Zhou Chengjian, chairman of the US bond company, revealed that the cost of 60 million yuan a year made the online cost even much higher than the cost of the entity store which was subject to the premium.

Zhou Chengjian is determined to adjust the development ideas of e-commerce business, and give inspiration to the performance of China's high-speed rail in the process of decision-making.

The outside world is also very concerned about the traditional clothing industry started, accustomed to the production of marketing enterprises, how to integrate closely with the Internet.

Zhou Chengjian said, at this stage, the most important thing is not to increase the volume of online shopping pactions, but to consider how to combine the characteristics and advantages of enterprises to meet the needs of consumers.

In October 19th, the United States apparel announcement, the controlling shareholder of China clothing investment, said that it will pay 60 million yuan for the United States early in the e-commerce business personnel salaries, technology development, logistics and distribution, advertising and other project costs.

Once the e-commerce business has continuous profitability, the United States enjoys the priority of merger and reorganization.

The inspiration of high speed rail

At the beginning of this year, the target of Zhou Chengjian's e - commerce for the company was that by 2020, the sale of E - commerce was 100 billion yuan.

His confidence lies in the fact that "we must keep up with the market and continue to tap the unknown needs of consumers".

The United States hopes to become the Tencent's everyday needs.

At that time, China is entering the era of high speed railway.

Zhou Chengjian believes that as an international metropolis, Shanghai will take the high-speed rail speed to penetrate the fashion standards of clothing to the surrounding two or three line cities.

At the same time, urban people entering the age of high congestion are also more concerned about the convenience of life, which is also an opportunity for e-commerce.

"Why do you want to do e-commerce? Because the advent of the Internet age has subverted your inherent mode. You must keep pace with it."

Zhou Chengjian said in an interview, "in the upgrading of Internet media to the Internet society, people's lives have changed and their behavior has changed.

What the United States wants to do is that in the Internet society, e-commerce is not only a tool, but also a fast and convenient demand for consumers.

In the initial decision process, Ma Yun showed him a good reference.

"You see, Taobao is no longer a simple shopping platform.

Just like our clothing industry, 15 years ago, we relied on the wholesale market to achieve small profits but quick turnover. Now we rely on quality and brand, and the way of thinking in the industry has changed dramatically.

As a result, Zhou Chengjian, who has never had online shopping experience, has been exposed to the strange Internet field for the first time.

He believes that as long as the establishment of consumer stickiness of brands and enterprises, enterprises will be able to track business opportunities in this pformation of urban rhythm.

In the plan, the "state purchase network" is the platform to achieve the goal of e-business, and at the same time, it will also achieve the vertical integration of the US state business.

Everything seems to have begun with the vigorous progress of the high-speed railway.

After six months of preparation, in December 18, 2010, the "state purchase network" trial operation.

In January 3, 2011, the "state purchase network" daily trading volume exceeded 1000 single, sales exceeded 300 thousand yuan.

Zhou Chengjian's success in his career has made him more confident that he has moved into e-commerce, and he has also expressed his infinite vision of the company's future prospects for the capital market.

According to people familiar with the matter, according to the original plan, the company hopes to come to double happiness in August 28th of 2011.

This day is the 3rd anniversary day of the US bond market in the capital market. If we can launch the "state purchase network" formally launched, it will greatly boost morale.

It is revealed that the United States has spent heavily on the world's ten major public relations companies, Ogilvy public relations to prepare proposals, ready to launch the "state purchase network" on the same day, inviting spokesmen such as Jay Chou, Lin Chiling and other stars and media to help.

Just one month before the appointed date, everything stopped abruptly.

The chief technology officer of BCN proposed to Zhou Chengjian: After rigorous technical and logistics platform calculations, the consequences of the "one shot" of the state purchase network is that the agency cooperation, advertising and other measures will lead a large number of users to enter, while the website technology flow can not be smoothly supported, the website will be paralyzed, and the company's existing logistics can not effectively support the needs of large scale users.

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During this period, China's high-speed rail, which was unimaginable, had frequent accidents.

Zhou Chengjian began to hesitate: "don't want to buy the net like the high speed rail."

Based on this consideration, the United States has revised its strategy: "testability delivery is not launched on a large scale, but gradually revised with the increase of traffic volume."

This is the first hesitant US bond business for e-commerce.

risk

Another secret of this is that at the beginning of this year, Min Jie, vice president of State purchasing department, left.

When Min Jie did not set up the business department separately, he was the head of the Technology Department of the company and served for about two years.

Previously, he was a consultant in HP China application solutions department and a senior consultant in PCCW PCCW IT industry.

Without the help of senior professionals, Zhou Chengjian only had his own part-time job, and so far, no suitable person has been found.

The United States is often criticized for its employment problems.

Statistics show that there are six personnel earthquakes in the United States and the United States, including in 1997, the United States had experienced 5 management departures. In 2002, 19 managers left one after another, and 2 vice presidents left in 2004.

A resignation officer told the newspaper: "Zhou boss placed great expectations on the state purchase, but felt that min did not fully meet his expectations, although the Department was not established for a long time."

In fact, the United States has a good promotion channel, executives at the age of thirty or forty, and then lead a group of young people who are willing to work hard.

"Zhou boss has a big temper, he can give you a lot of freedom of work, but he can also beat the table and shout at you in front of everyone."

A person who has served in the United States for several years told the newspaper that "in the final analysis, the United States is a private enterprise, the boss is the biggest, and everyone else is a part-time worker. There is no way to make the boss completely satisfied."

"A lot of times, Zhou Lao conference has its own ideas and is more insistent. Even if you are a vice president and a professional, your decisions may not be recognized by the boss."

Another company source said.

On the other hand, Zhou Chengjian also revealed in the interview with this newspaper that some middle-level cadres of the company receive 5~10 headphones every day, "promise to double your salary and give you better development".

It gave him a headache.

"In China, there is no shortage of people, nor is it short of money.

The hidden danger of talents has also become an obstacle to speeding up the electronic commerce business.

After abandoning the "red bullet" plan at the end of August, the State Grid began to fear itself, and only used its own resources to expand its business.

For example, the state buys micro-blog, the United States and micro-blog, the state purchase fashion Secretary Desk and so on.

These limited resources will not bring rich returns.

In e-commerce teams, fashion editors and technicians are also running with the company as a whole, not listed separately, which leads to the decentralization of personnel.

Between us and the United States

In the face of these financial figures, Zhou Chengjian realized that huge investments and small profits will affect earnings performance in the long run and affect investors' confidence in listed companies.

That is to say, at the present stage, the electronic commerce of American state is no longer a vision of daydream, but a rip off.

In September 29th, the United States decided to divestiture its e-commerce business and hand it over to AI's state owned company.

In October 19th, the United States state holding shareholder Shanghai Huafu Investment Co., Ltd. (hereinafter referred to as "China clothing investment") said that it will pay 60 million yuan for the United States early in the e-commerce business personnel salaries, technology development, logistics and distribution and advertising and other project costs.

With the promise of investment in Chinese clothing, once the company has achieved stable operation and sustained profitability, it will enjoy the priority of merger and reorganization.

"Money is not a problem, Zhou boss is willing to invest money, but I don't know how to do it."

A person familiar with the matter said.

This also coincides with what Zhou Chengjian calls the "money and personnel mechanism".

Next step

Zhou Chengjian disclosed to this newspaper that from now on, the cost of online is higher than that of offline.

Even if retailers face the pressure of land costs, "e-commerce seems to be the lightest asset and the lowest cost, but no Internet e-business enterprise is making money."

He believes that this cost comes from two aspects: first, the cost of obtaining the number of consumers, that is, advertising fees, in the past three years, the advertising fees picked up by e-commerce are at least five times higher; two, e-commerce is mostly priced at a low price, with no premium capability, but low quality and low price.

America wants to pursue quality rather than material pursuit.

Of course, this also requires changes in the overall online shopping environment.

"I don't think e-commerce is just a sign of low price. Low price will bring low quality consequences.

Brand, high performance price ratio and good user experience are the kingly way.

Zhou Chengjian said it would not participate in low price competition among peers.

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He pointed out that "at this stage, the most important thing is not to increase the volume of online shopping, but to consider how to combine the characteristics and advantages of enterprises to meet the needs of consumers".

"The United States has only made 10% of the total, and 90% of the space needs to be filled, such as service experience, product improvement and brand promotion."

Zhou Chengjian said, "online business has not yet been vigorously promoted, mainly considering that the content of experience is not rich enough, and the convenience of experience is not perfect enough. In the constant testing, members are still growing naturally."

In fact, investment bank CIC's May report shows that if the state purchase is still in a listed company, it will not be possible to make profits this year, but the loss will not be too great. If it achieves 200 million yuan, it will be profitable.

It is reported that Bong bought about 100 million yuan in revenue from 1 to September this year.

According to the company insiders, even if the initial investment cost of the state purchase has been fully included in the profit and loss, it will not affect future performance, but in the future, it will still need a lot of investment, put on the listed company, financial risk is not well controlled, divest the listed company, and pass on the risk, just to be bigger and stronger.

The United States has paid more attention to the stripping of e-commerce from the listed companies.

One industry insider said that its experience from the traditional clothing industry and its customary production and marketing enterprises should be combined with the Internet.

At present, there are more than 3000 stores in the United States and the United States. The difference is large, and the direct experience of consumers is very limited.

Zhou Chengjian e-commerce platform and traditional channels hope to form complementary, traditional mode experience under existing lines, also wired for 24 hours of fast and convenient mode.

"We are neither a customer nor a Taobao. We are a state buyer. We use multiple brands and multiple series of product structures to form the whole supply chain from design development to production, and form a business integrated e-commerce platform to make up for the shortage of traditional mode."

Zhou Chengjian said.

For the future of e-commerce, he is still optimistic. Assuming that online shopping will be as mature as today's South Korea in the next ten years, the electronic commerce business of the United States must be 5 to 10 times the traditional market.

An analyst who did not want to be named said that at this stage, the bond market will ensure the healthy development of the listed companies after the divestiture.

According to Zhou Chengjian, "in 2009, the company bought a lot of commercial real estate, valued at about 10 billion, now almost doubled."

He laughs, "this is much easier than making tailors and making money in retail business. The 5 people who deal in commercial real estate will solve the problem, but now we need 10 thousand people.

But he believes that China's commercial real estate everywhere is the biggest risk, and the rising cost of land has become a serious burden on the real estate industry and retailers.

"My expertise is making clothes. I am determined to focus on making clothes and develop brands in a better way, not just for making money."

Zhou Chengjian said.

In the first half of 2011, the total revenue of the United States apparel business was 3 billion 795 million yuan, an increase of 49.31% over the same period last year.

Net profit of 376 million yuan, an increase of 833.06% over the same period last year.