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Liang Chao: The First Step To Survive Is Cash Flow.

2014/1/24 20:38:00 32

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as a post-80s entrepreneur, YOHO! Founder Liang Chao has gone through the crisis of cash flow crisis, the confusion of the electricity supplier crazy era, and the challenge of the integration of the trend media and retail.

YOHO! From the media across the border to the electricity supplier, launched the trend of e-commerce website YOHO!

From the media to the electricity supplier, there are few successful cases in China.

Liang Chao's greatest experience in his 8 years of entrepreneurship was "forcing himself to learn" to keep pace with the development of the company and inspire the potential to drive the company forward.

He does not shy away from saying that if his ability can not keep up with the speed of development of the company, he will find a suitable leader for the company.

, because of ignoring the financial crisis,

"the first step of survival is cash flow". Liang Chao really realized this principle after experiencing the company's capital crisis.

At the beginning of P, Liang Chao was good at product and innovation, and had no concept of finance.

"Cash flow, budget, implementation, and achievement are far from me."

"P" until the 2008 economic crisis, YOHO encountered crisis of survival, giving him a deep warning.

2007, YOHO, which started 2 years ago, has conducted a campus music offline promotion.

"We don't have enough money to predict this activity. We think that as long as the business model is good, spending money is nothing.

By the end of the year, it was discovered that the promotion of ground dragnet was 25 million RMB yuan, and the income of YOHO was only 30 million -4000 yuan.

The company is in a state of loss at once, and the next step needs money. "

In 2008, when the global financial crisis happened, it was not easy to find venture capital. P

"At that time, it was realized that to maintain a company's normal operation, we must make financial preparations at all times.

Even finance is something you are not good at today.

After "P", in order to make up for the vacancy and maintain the company's operation, Liang Chao mortgaged all the property of his family and relatives to the bank. The local government also secured part of the secured loan for him. Before and after raising four million, it ran through the financial crisis in 2008.

YOHO didn't return to normal until 2009.

"from 2008, we began to consciously make financial budgets and assess the financial risks of the whole company."

Liang Chao said.

recently, Liang Chao is studying and charging himself at CEIBS.

His first course is related to finance. The core content is: the first step of a company's survival and development is finance and cash flow.

do not exclude yourself from finding "leadership" /p >

To make up for oneself short board is not equal to P.

Liang Chao said that entrepreneurs should have a clear judgement of the areas they are good at and not good at, so that they can do professional work.

"what I am good at is product and innovation. Upstream customer relationship, finance and trend are not what I am good at, and should be done by professional people."

at present, YOHO! Team has more than 500 people, headquartered in Nanjing, with offices in Beijing, Shanghai, Guangzhou, Hongkong, Tokyo and other places, which requires cross regional management.

The company involves multiple lines of business, such as media, e-commerce and offline activities. It needs to coordinate the relationship between various business lines and give full play to the advantages of integration.

For Liang Chao after 80, these are no small challenges.

"unlike other companies, our company has three waves of traditional media, Internet and retail.

The expectations of the three companies are different. How to achieve a bowl of water and meet their demands is a test for us.

Liang Chao even thought that one day, the company's top manager was not him, but a more experienced manager who acted as a CEO or COO role. He was responsible for the company's strategic planning and talent planning.

as a trend company, upgrading the trend attributes is the foundation.

"I do not understand the trend, but whenever I talk about the trend, I do not give my opinion.

But I want to find the most fashionable people in the mainland, Hongkong, Asia and even the world.

2013, YOHO has done two things to improve the trend. One is to set up an office in Hongkong to form a more experienced and experienced media team. The two is to invite media people and retailers who have worked in the fashion media and retail industry for more than 10 years, and pmit the experience and way of the trend media and market and retail to YOHO employees.

The impact of can be measured by circulation and advertising revenue.

In 2013, the circulation volume, advertising unit price and advertising revenue of YOHO magazine increased over 2012.

"While the whole traditional media is going down, we are on the rise, reflecting the improvement of media quality and influence."

Liang Chao said.

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< --EndFragment-- > "I am studying in Central Europe and I am recharging myself."

Seeing your potential can drive the company forward.

If one of the skills I have these days can't keep up with the speed of development of the company, I will find a suitable manager for the company.

Liang Chao said.

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2008, YOHO! Launched the trend of electronic business platform YOHO! Goods, become the few media + business companies.

The original intention of developing the electricity supplier business is to spread the media to the user's trend brand, and facilitate users to purchase.

"when we really do it, we find that there is a big difference between the electricity supplier and the media.

A wave of media people suddenly changed to do business, the most basic concept of retail is not.

The early stage is a very painful learning process. "

For example, in July 2011, YOHO! For the first time, it took a week to move the warehouse, with a 40% error rate in the middle.

Finally, all Nanjing employees, including senior executives, went to the warehouse to clean up their products.

Less than P, since then, with the entry of e-commerce professionals, YOHO! Has been on the right track.

At present, YOHO! Sells more than 400 domestic and foreign trend brands, including NIKE, I.T, including more than 80% of the brand is exclusive authorization.

Liang Chao believes that the biggest challenge at this stage is the integration of resources in various business lines.

"Sales volume is not particularly difficult, but this is not the core value.

The core value lies in how to link business lines together, and to integrate value and interactive value. This is the biggest challenge in 2014.

before the three quarter of 2013, YOHO took the business unit system. Each vice president is in charge of a business line, including business lines, media, offline exhibitions and markets.

The advantage of this system is that it greatly mobilizes the subjective initiative of various departments and striving to achieve their goals.

The disadvantage of is that it is easy to cause each other to fight against itself and seize sales between departments.

For example, a href= "http://www.91se91.com/news/index_c.asp" > YOHO! < /a > have the goods to complete their sales goals, need to expand the brand business, this process may be disagreed with the media department, everyone's understanding of the trend attributes is completely different.

In order to integrate all business lines, in the third quarter of 2013, the YOHO! P organizational structure was changed from the department system to the functional department, including the electric business department, the media department, the content department, the brand cooperation department, the designer investment department, the market department and so on.

in the past, the opinions of the Ministry of electronic commerce department were dominant in brand introduction.

Now, brand introduction is responsible for the brand cooperation department, representing the whole company's decision-making, and the electricity supplier department is only responsible for selling the existing brand.

luck is reserved for those who are prepared. /p >

if you make a summary of your own business experience, < a href= "http://www.91se91.com/pioneer/" > Liang Chao < /a > is considered "luck", but luck is not waiting for the harvest, but for those who are prepared.

in 2005, Liang Chao founded the "YOHO! Trend", learning from the Hongkong fashion trend magazine "Milk" and Japan's numerous magazines.

A year later, Hongkong's Milk entered the mainland.

"Imagine, if I postpone a year or half to start a trend magazine, but overseas mature magazine will immediately enter the market with resources. I believe there is no YOHO today."

in addition to stepping on the point of time, we must stick to our core values.

"when the electricity supplier was the craziest, we resisted the temptation of capital and did not throw money to write off the sales volume."

Liang Chao recalled that when the Board discussed, some people had different opinions, but finally reached a reunification: YOHO! What we need to do is not to rush sales, but to retain certain profits under the premise of maintaining the existing trend tonal and unique goods.

In the background of the general loss of vertical electricity providers, in May 2012, YOHO!

Liang Chao believes that the next step to be stepped on is the mobile Internet.

in this adjustment, YOHO's original media department has been divided into media departments and content departments. The media is responsible for traditional magazines, websites and other own media products. The content department not only contributes to its own media, but also contributes to the content of mobile clients such as electronic magazines, WeChat public accounts, micro-blog, portals fashion channels, video websites and so on.

YOHO! Mobile Internet electronic magazine has been online for a year and a half.

In the past, electronic magazines were only copies of traditional magazines. After half a month's hairstyle, the contents were published in electronic magazines, each with dozens of pages.

"Without investing in resources, two magazines, YOHO! Trend," YOHO! Girls, "can top the top ten, showing how big the market potential is.

in April of this year, YOHO! Decided to upgrade the status of electronic magazines to the same level as offline magazines.

In addition to plating the contents of the offline magazine to the mobile terminal, two new electronic magazines will be specially launched. Only online, the timeliness will be faster, and the content of each phase will increase to more than 100 pages, which will be free to users.

, will online electronic magazines affect the offline?

"P >" impact must be, this is the trend of development, the external environment determines the electronic media will impact on traditional media.

But traditional media still have core values, and many users like to feel, feel and save.

Liang Chao said, "therefore, we have changed the whole team structure, which is to change our own lives."