85 Post Bubble Matt Wang Ning: How To Assess The Trend Of Life Department Stores?

POP MART, CEO Wang Ning, was born in 1987, Peking University MBA. By this year, he has started the bubble Matt for over 4 years. This is a boy who seems to be a bit of a show, but a bubbly mater. In May 2014, bubble Matt won tens of millions of yuan B round of financing of Hong Kong listed companies Golden Eagle Trading Group. Previously, bubble Matt also received two rounds of financing from famous angel investor Ma Gang and Kai Fu capital.

Nowadays, more and more young people devote themselves to the Internet or the trend of Internet tagging. Wang Ning is one of the latter. In the university days, he had been a campus documentary and a boy who opened a lattice shop. In detail, his age was seven or eight years old. Compared with the previous little play, today, bubble Matt is already a big business with hundreds of millions of valuations. How did he do it? Looking at the same angel investor, Huang Taiji red has gone through half the sky. Why is he still holding on? Why is this? The following is the interview of I's black horse interview with Wang Ning, founder of bubble Matt.

The core of retail is far more than "earning the difference".

As the English name is POP MART, I simply summarize the business model of "bubble shop" as a "trend life small department store" and a "big supermarket" of fashion trends.

Inspired by recent years, Hongkong, Korea, Japan, the United States and other countries in the trend of product category revolution. Because with the development of shopping mall, China's retail industry will also develop from branding, like the development of commodities, taking department stores and cosmetics as examples. A brand counter is next to a brand counter, to the shopping mall era, a product of a silk Lotus can be made, a digital product can be turned on, and POP MART is a platform for the trend of creative products.

Why this model is sought after, or why there are so many brands and bubbles, the biggest reason is that they can help them to increase their efficiency. In the past, if a brand wants to be built, it must first have its own store and make its own decoration. For example, if an umbrella is sold, two shelves will be completely set up for me. If you make your own shop, you will lose money or lose it.

By concentrating with these large brands of Chinese agents or two or three level channels, and even letting buyers go abroad to buy directly, we will focus on the latest and most typical products in the bubble Matt. You may just want to buy a pen, but when you come to bubble Matt, you see the pen holder is good, take one, and then see the mouse pad is good, and bring a piece. Bubble Matt set up such a scene, so that consumers can buy various gadgets to improve the details of life, thus forming a collective buying potential energy. In this way, the price per customer will be around 100-150.

The reason is that the core of bubble is not the price difference. I think our core is to build a scene that can not be duplicated and provide a relaxed and pleasant shopping environment. If we spell prices, we are unable to compete with online providers such as Taobao, which is why our online delay has not been so great. Also a brand of Polaroid, we have no competition on the line.

At present, the mainstream user of bubble Matt is a 15-30 year old young man with a sex ratio of approximately 7 (female): 3 (male). There are six or seven kinds of large categories, each store has three thousand or four thousand SKU (Stock Keeping Unit used to distinguish single products). In addition to some big brands such as HelloKitty, ZUNY, NICI, and 10% of free brands and 30% of OEM (foundry production), we have recently signed an exclusive license with McDull, and the genuine McDull will come from the bubble. Ping efficiency was 2000-4000, similar to that of fast selling products.

　　 Online is the trend of the times.

Online is in the trend of the times. Bubble Matt has never given up. We just want to save more advantages. Bubble Matt has also done some experiments on the Internet before, basically losing money. Now the cost of online drainage is getting higher and higher, advertising on Taobao, smashing one million, can only play a short effect, but the price of online products is much cheaper than offline. Now? market On the other hand, it is still a price war to do business, so there are many fake commodities, including micro businesses. I don't think this is the best time yet. In a few years, China will have a unified price on line and abroad. Even the online price in Japan will be more expensive, because it will also deliver you to the door with additional services. That's the best time.

At any time, returning to the essence of business is the healthiest form. Bubble Matt will gradually expand the scale through the line, so that there will be more exclusive rights and exclusive agency rights, so that even online, the only genuine product is still in the bubble Matt, our online advantage will slowly accumulate.

Bubble Matt has its own way of thinking about mobile Internet. We have done a public account before. It feels pretty good. After this golden eagle group financing, we will make good use of the technology advantages there. I understand that the future of mobile Internet is based on the perspective of operation and customers, when users are deeply involved in the retail environment, from the initial business relationship, they develop into fans, and eventually participate in the brand operation to become half staff. For example, we have launched many tasks on WeChat because of the problem of WeChat interface. In the future, we will do our own APP. After joining our APP, we will not only have membership but also apply to become our buyer. For example, a product has 4 colors, and buyers will judge which color is the most popular. This will not only increase user participation, but also greatly reduce our inventory. User participation will have a corresponding incentive mechanism to achieve online and offline access. At the same time, when a user has participated in the evaluation of a product, when she pushes it to her mobile phone terminal, there will be a discount in her account, and eventually the chances of her buying the product will be greatly improved.

Because what we provide is particularly interesting, fashion trends, girls are particularly willing to participate, so eventually we will create a commercial closed loop through the tide man index, points and game rewards. Now we still have a lot of ideas. In another two months, our SAP (Systems Applications and Products in Data Processing) system will be landing one by one.

　 Hand in hand Jin Ying, looking forward to the transformation this year.

In fact, the whole retail environment in the past two years is not very good. Most people are going downhill. Last year's earnings report, many companies in China's retail industry are losing money. In fact, this is not necessarily a bad thing. It shows that China's retail industry is reshuffling, and those companies without culture and brands are doomed to be eliminated.

This year's bubble Matt will achieve a major breakthrough upgrade. Because of the investment of the Golden Eagle Group, bubble Matt not only gained a large amount of capital support, but also more importantly, the management system and experience of the eagle managed to make bubble Matt from a regularized management company to a regular army that was readjusted in accordance with the standards of listed companies.

This year, by the end of the year, Offline shop It will increase to 15, of which Beijing will open to 9-10 by the end of the year. Among them, Wangfujing APM will have a 666 square meter China's largest bubble Matt shop. When we cooperate with Qian Fang, there will be virtual glasses in the shop, virtual test makeup and try out devices, which will give users more offline experience. In September, one of Tianjin and Jiangsu will be officially opened. Because Golden Eagle's resources are tilted, it is expected that Jiangsu will open 5 stores next year.

I often tell people to do that. business Like chess, it is divided into two categories, one is chess, not you are alive. Tencent is about to kill MSN, and WeChat can hardly survive. A game like go, which is a horse drawn enclosure, takes up market share. A McDonald's, which accounts for a large part of the market, doesn't matter. I open a dumpling hall, and millions of dollars in the month, can still be alive. I think Weiqi business is more suitable for beginners. Bubble Matt will also make its own territory in the future.