Wu Jun: My Foreign Trade Business Starts Ten Years

Ten years of Warren's electricity supplier

　　 Warren In the ten years, we started from 6000 yuan, and now we sell billions of gross profit margin of nearly 50% per year.

Imitation products have been made, but the latter have been well established.

From the first batch of secondary school education to the present doctoral master returnee team, covering the various languages of the team.

The team changed from the average two years to 10% per year.

From the side of the 60 million financing enterprises, we suddenly absorb our team, to adhere to their own brand differentiation Road, their development is not backward.

...

Every step of our lives is explored. I can only speak vernacular, do not install tall, Xiao Fu took my manuscript to the media. They say that the content is very high-end, which is too colloquial. Xiao Fu and I said that I only spoke vernacular, and that it was very simple to do business.

Bottlenecks encountered

The old staff insisted on the growth of the SEO department's dominance in suppressing the social marketing department. But I think social marketing is inevitable for female consumers. The cost of drainage is low, and it is easy to make content precipitation and brand.

So why is it difficult for platform sellers? brand Because short stay time, no content, can not cultivate emotional cognition, customer loyalty is not high. This war of attrition has been fought for more than a year, and we dare not do it on a large scale. First, we need to move people away bit by bit and test the social marketing in person. Make the effect, then draw the tune out, then expand the test. Finally, it was almost bedding up and showdown with the rest of the SEO department. Willing to accept, new arrangements, salary unchanged; unwilling to accept, conflict can leave.

There are still a few left, because Online retailers There are too many young people in the team, and young people are often impulsive. This is the biggest management risk of the electricity supplier team, so we must not hold the core knowledge in the hands of a few people. Must not be a single department, too young team mentality ups and downs, devastating.

Two experiences

One of the things that I hate is that the core knowledge and skills of a company are in the hands of a few people. I will not allow individuals to play games with enterprises, because a person's selfishness may lose the best opportunity in his life. Therefore, we must establish a common knowledge base for enterprises and encourage new people to get ahead. Only when they learn the knowledge of your company as quickly as possible can they create knowledge for your company.

Perhaps a knowledge is first discovered by an individual, but you find it on the platform of an enterprise. No enterprise can match your resources and platforms, can you find it? So this knowledge is not personal and must be shared among public enterprises.

Only in this way, can employees constantly find out instead of guarding a bit of old books and living well off. For business owners, many times, you complain about employees because your management is not well done!

Guang Shen enterprise short board 1

Enterprises that really understand will never join in the fun. They must have their own established markets and strategies to resist temptation. I find that many companies are doing fast fashion women recently. I also know that women's clothing business is very popular recently. Everyone is promoting their website in a high profile.

In fact, many people do not know why women's clothes are so hot, they want to see the excitement and itch.

　 The reason is:

1. low price fast fashion is high frequency consumption, high customer stickiness.

2. the drainage cost of social picture channel is low.

3. the core of the mobile Internet is the image transmission, while the core communication crowd is a 20-40 year old woman who is just a fast fashion customer.

4. caught up with the trend of mobile Internet.

The question is, is light enough to know this? When there are only a few, it's a chance. When everyone wants to rush in, it's a trap. A customer's WeChat will leave a few companies every day to dry clothes pictures instead of aesthetic thinking? When the first cheap and beautiful pictures appear, customers will be excited. When a batch appears, customers will feel that they should be so cheap, that is, women's wear threshold is low.

Guang Shen enterprise short board 2

Why should I imitate Shenzhen big electricity supplier to make sales?

Guoxin Securities Hongkong investment banking department boss met me in Nanjing and said one hundred million 50% gross profit, one billion 5% gross profit, which one do you choose? I choose the first one. What I want to do is airbnb. In the United States, there are only dozens of people who can make hundreds of millions of dollars in business.

I want to be an electric supplier, a brand, not a porter.

People who do business must have a historical view of development. There are only a few giants in the big circulation pharmaceutical wholesale enterprises in the United States, but the leading industry is good at developing high profit enterprises, such as Pfizer selling Viagra. But last year they wrapped up the annual meeting of half of the hotels in Dongguan, and Dongguan was unlucky.

If foreign trade providers want to make big sales, they must have the support of strategic objectives. How much market share I have to control in this area is to control the channels to establish brands, or to force the supply chain to have the right to speak in the industry.

Dig a high threshold Market

When Lanting Pavilion came out, I said to my colleagues, "don't be afraid, comrades. If you want to get married, why do you want to buy a wedding dress on a website that sells all kinds of groceries? How much you don't care about it?"

Our company's two children write a blog, update two weekly, teach customers how to choose their own wedding dress, 10 million sales a year, you want to do expert storytelling, marketing is based on customer story telling, you see the farmer mountain spring bottle of tap water can hundreds of millions of people fooled into this. Even if he lost Wang Laoji's trademark, he would attract customers to his brand, which is the threshold of the brand.

Professional products, wedding dresses, machinery, auto parts, etc., must build professional threshold.

I am going to lecture now because I know that the days when we can seize money from a new channel are going to be over. The era of refinement of subdivision brands is coming, and this is the strength that wo LAN has accumulated over the past ten years, which is also the threshold of professional category.

　 Training a talent ladder

I see in Guangzhou very interesting, many owners spend tens of thousands of lectures, but in the team training can not spend thousands of, this is the team to low energy training direction.

Or, when a post is used by a person, the company is in an upward stage. The team members in the rising period should be configured according to 1:1.2, and the core high threshold jobs should be 1:2 or even 1:3. You don't grow up without talent reserves and training system.

In Warren, we have a reserve management team who replenish new recruits every year and sends them to MBA every year. We are now sending heads abroad to visit our customers every year to experience market feedback. Because we manage one hundred million of the largest 86 years, the smallest 88 years. We old guys are coming out to lecture, no matter what people are going up. Because you dare not make mistakes in others, there is no motivation for an enterprise that dare not let go of the growth of young executives.

Behind them, there are a group of 90 after chasing them, of course I do not have to stare at them!

We have set up an enterprise knowledge base, do a good job of team training, do not rely on one person, young talent is unstable, Internet knowledge update speed is fast, it is impossible to rely on a person to go very far, and needs a team that brings out new talents every year. Such teams are fed by actual combat, mistakes, modifications and knowledge, and if your business is developing upward, do not complain about missing people. Expand your office. You should not be so crowded. Set up a 50 square meter leisure area, which can not cost much money, and the pleasure of staff will be much higher.

We are all like this. I didn't repeat it. Indeed, the recruitment announcement of Volan is that you can wear slippers to work, you can lie in meetings, and summer fruit is free of cold drinks. Wait. Do not treat your staff as a person, treat them as a talented person.

Make good use of an electronic business method

In the past ten years, I have learned from the experience of the electricity supplier that we can make good use of the method of electricity supplier to trigger the rapid growth of sales, because the role of electricity is diffusion, and the role of business is directed diffusion and accelerated proliferation.

Let me talk about two examples that happened before.

I went to visit Lv Zong's business. They said that you told me the story telling, the way of drainage is very ingenious, but how do we sell the standard accessories and touch screen to tell stories?

I say it is very simple, how much is your best selling price, for example, the price of the same item, you are 115 yuan, the lowest competitor is lower than you, 3-5 yuan.

If I were him, I would write a blog. One of my clients in New York suddenly received an urgent and urgent need for ten touchscreens. He sent us an email on Saturday. After receiving it, we asked him to work overtime to help him deal with it. The customer wanted the model Guangzhou out of stock, so we went to Shenzhen to transfer the goods. Usually we are small package delivery, in order not to delay the credibility of this customer, we use UPS urgent, results 24 hours after the customer received, very satisfied.

Do you think that one hundred yuan products have such a good service, do customers really care about the difference of 3-5 yuan? You can't design them, because you haven't analyzed the customers how to judge suppliers. I've never dared to use the cheapest suppliers. The service is not guaranteed! The customers who don't care about the services are not big customers, because the cost of his brand service is low! The more expensive the brand service cost is, and how many product key words do you think I've just covered in this story?

The second story is that under the stage, Zheng always sells fans' products and feels that SEO is very laborious. I asked him, "which team's fans are your best selling products?" he said hawks. I asked him, who was the enemy of the Hawks? He said wild horses.

I say yes, you make a website, writing articles to praise the Hawks, satirize the wild horse tactics and team performance. You attract the Hawks fans, the Hawks won the championship, you sponsor 1000 hats. You can sell your best seller. He asked if he would offend the wild horse fans. I said it was simpler, and then made a website to criticize the Hawks. You tell me, how many key words are there in the website? Are the customers accurately captured? Is it difficult to popularize?

The so-called ingenious way is actually marketing. The core of marketing is to understand the needs of customers.