Wheat Bag CEO Ye Haifeng'S Entrepreneurial Path

With more than ten years of experience in manufacturing bags, Ye Haifeng founded the first B2C platform in China's luggage industry.

Jiaxing, drizzle, 1 p.m.

Pushing the door of Ye Haifeng's office "Guangming top", Ye Haifeng was taking a nap on the sofa, and his colleagues shouted at him. He wiped his face and was full of energy.

He seems to have been accustomed to being disturbed by strangers and ready to enter the state.

"University graduation, work experience, what inspiration to people, these fixed things online" Dangdang "is OK, I have talked many times, these do not ask.

The opening remarks are so direct.

The founder of "wheat bag", CEO Ye Haifeng

Ye Haifeng moved his apple notebook, "do not ask personal questions, public is private, private is private."

It is such a direct and serious person who founded China's own.

From offline to online

From the initial vacuum, budding to development and explosion, e-commerce has now come to the age of competition and the beginning of competition.

Ye Haifeng, born in Huanggang, Hubei, was born in 1976.

In 1997, after graduating from Xi'an Textile Institute of technology, the University was dispatched to Jiaxing.

"The flow of talents across the country, the coastal area is a good direction for employment, and many textile and garment enterprises in Jiaxing come to Jiaxing."

"State owned enterprises have been doing business for a year and a half, and have been doing business slowly from workshop technicians, and I have started my own business."

He borrowed 100 thousand yuan to register a company, specializing in foreign trade oriented luggage sales company.

"Through the exhibition, Internet, looking for customers.

Mainly European customers, are small businesses, from the zero start, about tens of millions of the size of the year.

In 2007, Ye Haifeng felt that there was no future in the future of the traditional industry. He saw the opportunity of the Internet and threw himself into e-commerce.

"Traditional foreign trade will be weakening and going down.

Where is the new direction? The first is the domestic market, which is more promising than foreign trade. The second is e-commerce, which has more opportunities than traditional business. "

He sold the factory, gave up tens of millions of foundries a year, and turned to his own brand.

With more than ten years of experience in bag manufacturing, Ye Haifeng founded the first B2C platform wheat bag in China's luggage industry, from export to domestic sales, from offline to online, from low value-added to brand.

In May 2007, Mai Bao was awarded the strategic investment of Italy Centennial brand VISCONTI group.

"VISCONTI is our angel investor. It is a customer of my traditional business. It helps us in making a handbag brand. Considering these things, we just follow it."

In the early days of website operation, there were only more than 10 pens per day, and there was no breakthrough for two consecutive months.

In the subsequent investigation, Ye Haifeng found that 75% of the customers were lost in the payment link.

In September, wheat bag and Alipay cooperation, the introduction of secured pactions mode.

"At the very beginning, most of the sales came from Taobao.

08 years of advertising began, and customers knew. "

Ye Haifeng believes that the beginning of Mai Bao is to sell online, and "net" is a customer, whether it is based on Taobao or on its own website.

The idea of wheat bags is that there are wheat bags wherever there are bags on the Internet.

"Wheat bag" is a channel brand, not a product brand.

What we pass is a "fast fashion". The fashion that consumers can afford is the monthly income of 10% buying a bag, such a platform.

Ye Haifeng did not want fashion to become a burden. His idea was fast and light.

This year, 10 billion.

In 2009, our performance was 30 million. In 2010, it was 3 billion. This year, 10 billion will be fine.

E-commerce does not talk about net profit, so we do it on a large scale.

Ye Haifeng said: "the first advantage, the scale effect, the capital promotion, and many factors have made the wheat bag."

Wheat bag factory, all over the country.

Each factory produces different brands, and the molding of the bags is also done by the factory itself.

"The more than 100 factories are all cooperative enterprises. Many of them are original partners. They have been doing the work for ten years, and now they are helping us to do foundry."

Wheat bags in Jiaxing and Guangzhou have warehousing centers, Jiaxing radiates the Yangtze River Delta and Bohai, Guangzhou radiation Pearl River Delta. By the end of this year, we plan to separate five warehouses, increase Beijing, Chengdu and Wuhan three places, and achieve the "quick logistics" mode that covers 80% regions of China, and orders the next day.

"Warehousing is our own, distribution is someone else's, basically with several major domestic logistics companies," four links and one da. "

The wheat bag has nearly 1000 people's team, and is still expanding enrollment.

Not long ago, the former Mcglaughlin logistics VP Li Miao joined the wheat bag as the vice president of logistics and customer service. Before the Dangdang financial VP Qiu Yudong joined the Mai Bao as COO earlier, and the original Coach bag China quality leader Walter was joined at the end of last year as vice president of quality control.

"Walter was introduced by investors, and Li Miao and Qiu Yudong were friends referrals.

To attract them, first of all, the future of the company has a good future. Second, the whole corporate culture of the company is relatively good, mainly in these two aspects, so that they can feel the future and have a sense of security.

Ye Haifeng said frankly that the income of senior executives will not be bad. "Attracting talents will not be due to any additional conditions." first of all, we all agree that the future is the leader of this industry.

Second, this business is a fashionable industry, which means that many young people like it. "

Mai Bao is already China's most famous Internet fashion bag brand, and is also the first enterprise in the field of e-commerce in China.

"In 2009, our performance was 30 million. In 2010, it was 3 billion, and this year, 10 billion will be fine.

E-commerce does not talk about net profit, we will do it on a large scale.

In just 3 years, 10 times the annual growth rate, this is an enterprise that can not be underestimated by strength and ambition.

"Our concept and direction are right.

Ma Yun has a saying that invincible minds are invincible.

We do not regard others as rivals, which is an influence of Ma on our philosophy.

Ye Haifeng's idol is Ma Yun, Ma Yun's courage and dedication to things make him admire.

"Good things to learn.

Ma Yun loves dogs and likes to drive BMW. This is not what I want to learn. Idols are not copy.

What Ma Yun affects our generation is not a way of life, but a spirit.

There are also elopement on the Internet. Wang Gongquan's judgement of things is our idol.

We Chinese always have a way of thinking.

Ma Yun has many shortcomings.

I also have many shortcomings, such as I have bad memory, and some things are easy to forget.

"Speaking of wheat bag, upgrading and pformation of traditional industries, I may learn from you.

In other ways, I am not good at tempering, and this is no place for others to learn.

No one should think of a man as a great man, nor a deified man.

Ye Haifeng learned Ali's net name culture. Ali used the name of martial arts. He used the name of the farm. He hoped to create equality among colleagues, including himself and his colleagues, calling him "the sea".

He believes that the good ideas inherited by Chinese excellent enterprises can be used for reference, instead of plagiarism, they must have their own things.

"Everyone in the industry is good, so you can be good.

We are all well enough to cooperate. "

Ye Haifeng hoped that one day the company would do well. He concealed himself behind him. No one knew Ye Haifeng, but he only knew about the wheat bag.

In the interview, Ye Haifeng emphasized this idea many times, "there is an opportunity in this idea.

I have always stressed that ideas are the core.

He also acknowledged that the success of wheat bags is closely related to e-commerce.

"Yes, e-commerce gives us the opportunity.

It has just begun. I think e-commerce has been from the initial vacuum, budding to development and explosion. Now it is the beginning of competition.

Ye Haifeng now recalls that he did not feel the hardships of starting a business, but a ring of "three years old" showed a hint of bitterness.

At the beginning of the year, Ye Haifeng wrote an e-mail to the employees of wheat bags, which mentioned that only 13 colleagues got the "three year old" ring. "Over three years of staff, we have only a dozen or so, which is hard to innovate, and most people can't afford it."

But he thought, "the joy of reaching the top, if there is no pain in the process, that happiness is not the ultimate."