Big RFA Store 70% Is Located In The Three Or Four Line Market.

At the age of 41, Huang Mingduan took over the development of big business, and began to build stores.

He once mocked himself as "three noes" Entrepreneurship: no money, no manufacturers, no resources.

Today, Da Yun FA has been the supermarket chain enterprise with the highest market share in China for several years.

Last year, sales in big retailing came first.

It was at the peak of such a career that in June last year, Huang Mingduan abandoned the aura of "king of the supermarket" and entered the electricity supplier in the year of flowering.

In January of this year, the website of B2C, a full category e-commerce website, was formally launched.

At present, the monthly sales of Fei Niu net is close to 20 million yuan, and this year the sales volume is expected to exceed 200 million yuan.

This means that the flying bull network will become the first mainland electricity supplier in the first year of sales.

In fact, two or three years ago, Huang Mingduan did not know anything about the electricity supplier.

According to public information, he had communicated with Jingdong CEO Liu Qiangdong and Jingdong investor Gao Ling capital Zhang Lei in 2011.

"To tell you the truth, I didn't know much about the electricity supplier at that time, and I felt terrible when I saw Jingdong losing 1 billion 700 million yuan."

In the era of traditional enterprises being popular, unprofitable enterprises were considered immoral.

But in the era of Internet, the evaluation criteria of enterprises have become more diverse, and no longer only profits based on heroes.

Companies that are outstanding in economic returns, or those that have been losing money for years, are likely to become attractive stars in this era. They are even included in the list of great enterprises, because they have led the way of enterprise evolution.

In November 7th, at the sixteenth China chain industry conference held in Fuzhou, Huang Mingduan made a speech entitled "exploration and practice of full channel retailing".

In his speech, he revealed that the development of Fei Niu net was not smooth sailing. "Ben wanted to overtake the curve and didn't expect to take a detour."

But ginger is still old spicy, Huang Mingduan led the team to quickly adjust, in a short time to complete the pformation from the entity retailer to the electricity supplier.

1., it is not easy to build a brand new e-commerce platform, and the cost of entry is too high.

If the entity business wants to enter the electricity supplier, it can save time and effort from the mobile Internet and O2O.

2. a mature e-commerce marketing should take into account social marketing, localized marketing, mobile marketing and personalized marketing, so the marketing of e-commerce is more like brand marketing rather than channel marketing.

3. entity retail should not use electricity supplier as a strong enemy, but make good use of Internet technology.

In fact, the invention of smart phones and the popularity of the Internet have given the store a great chance.

4.O2O is the use of Internet technology to connect online and offline information flow, commodity flow, capital flow and logistics together to complete paction activities.

The following is the oral statement of Huang Mingduan, chief executive of the big fat run chairman and the flying bull network.

Many people ask me what is the perception of doing business?

My first feeling was that I wanted to raise a little pig, and I accidentally formed a cow.

How do you say this? Do you know what the most important thing for the entity retail business to enter the electricity supplier? What is most lacking is electronic technology and experience.

If you look for talent from home, you may not be able to compete with your peers.

So when we first considered how to acquire technology and experience, after discussing with several colleagues, we decided to overtake corners and introduce talents from Taiwan.

In the past cooperation, I know the president of uitox, he is very experienced in doing business in Taiwan.

After invites him to come, in January this year flies the Niu net to go on-line.

I originally thought that our experienced team should be carefree after on-line.

Unexpectedly, my mobile phone was exploded by a friend after going online.

My friend first asked you where the front page was, (Taiwan had no home page, only one logo), second asked how to register, and how to join the shopping cart.

Only then did I realize that the design concept of the two sides of the Strait was completely different from that of the customers.

Originally, I thought it would be very beautiful: after being invited to the experts, I could be a happy investor. I didn't expect to force myself to learn the electricity supplier.

and

Compared to, the mainland market is relatively large, the competition of the same industry is also very fierce, the talent is very many, technology is also constantly innovating.

The mainland's online shopping technology has basically been leading Taiwan for more than five years.

So after the launch in January of this year, we made a revision in March, and we still can't do it in May.

Our technical engineer in Taipei, it is difficult for him to understand the needs of mainland customers.

So, in May and June of this year, we decided to re organize the technical team in Shanghai.

The new technology team looked at our entire network architecture and said: Huang, it's like building 20 layers on the two storey building. It's too difficult.

The new team suggested that we should rebuild.

I persuade them to talk about it, though the two storey building is not good, but it can still cover the wind and shelter from the rain. When we build the 20 floors, we will demolish it later.

I wanted to overtake the curve, and I returned to the origin.

I wanted to raise a pig * and finally form a bull.

If you want to find the electricity supplier in the mainland, if you want to find a technical person, I don't need superstitious foreign monks.

It's much more complicated than imagined.

Because customers need more, competition is also very fierce, the design requirements for the website are also very high.

I never imagined that the demand for talents in the technical department of an electric business is 500 people taking off, and more than thousands of people.

The technical headquarters of big RFA is only twenty or thirty people, which is much worse than this.

So Jingdong Liu Qiangdong once said a sentence: to the current electricity supplier pattern, to create a new business platform, the time window has been closed.

At first, I didn't really agree with this statement, but now I quite agree with Liu Qiangdong's statement that it is not easy to build a new electronic business platform, and the cost of entry is too high.

If we entities enter the electricity supplier, we can consider saving the time and effort from the mobile Internet and O2O.

The second sentiment is that the electricity supplier's water is deeper than imagined.

I just talked about the technical part, and the other part is the traffic problem.

A few friends asked me, "do you know how high the traffic cost is?"

Now, I know that the cost of traffic is really high, and the marketing tools are also beyond imagination.

We used to do a promotion on the sea, but now we can use the tools to use, very few industries use the promotion (means) so much.

A mature e-commerce marketing should take into account social marketing, localized marketing, mobile marketing and personalized marketing, so I think the marketing of e-commerce is more like brand marketing rather than channel marketing.

Third, the cultural differences between industries are too great.

One of my colleagues has worked with me for over 30 years. He said Huang Zong changed a lot from RT textile (the same mother group with big RH mart) to big RFA, and changed more recently after flying to the Internet.

I first made the manufacturing industry, and later became a retail business. Now I am entering the electricity business, so I realize the cultural difference.

The manufacturing industry pays attention to discipline culture.

Mr. Terry Gou once said that without technology, there are no technical problems.

Later, we made big Rand hair. It's a retail business and a service industry. What we care about is service culture.

Now the electricity supplier is talking about the Internet thinking, talking about innovation and subversion, so the creation of innovative culture.

We are worried about whether there is any integration between big Rd. and flying bull net. I said that luckily, there are no problems with the flying cattle net itself. It is two independent companies and independent teams.

There are both parts of competition and cooperation.

As for some overlapping rights and responsibilities and distribution of interests, we think so: how can you place orders online and pick up the goods offline? This is the result of calculating the stores, so the stores will not have any opinions.

Then I would like to talk about the real retail business, not to use the electricity supplier as a strong enemy, but to make good use of Internet technology.

In fact, the invention of smart phones and the popularity of the Internet have given us great opportunities in physical stores.

O2O is a very good way for entities to cut into the Internet.

Next, let's talk about the integration of O2O online and offline. I think this is the hottest topic of the global electricity supplier this year.

O2O can be online to offline, or offline.

From the perspective of consumer behavior and scenario, it is nothing more than buying, placing orders, paying and delivering goods.

I summed up the concept of O2O, that is, using Internet technology to connect online and offline information flow, commodity flow, capital flow and logistics together to complete paction activities.

Let's share with you a few attempts on O2O.

First, fresh O2O.

We plan to launch the distribution mode of "online order, store delivery" in December, so that we can ensure our fresh quality.

Second, the store is the O2O of the delivery center.

Now, the coverage of Fei Niu net is only four places in Shanghai, Jiangsu, Zhejiang and Anhui. We plan to make consumers across the country in the first quarter of next year to order our products through the flying cow net. How can we do that?

Third, the O2O of the store's electronic screen.

Now that stores are restricted by area, many products can't meet the needs of customers.

If you do not find the goods you need, you can order more products through the electronic screen.

Fourth, we have built a O2O plan called "thousands of villages and tens of thousands of houses".

There are more than 280 stores in the country, but there are still some areas that do not do enough, such as the downtown area and remote villages and towns.

Then why don't we combine the small shops in the community as the place for ordering and picking up goods, so that the downtown can be distributed, and we can also get the goods in remote villages.

Someone asked us, how do entities do O2O? First, we can graft App and connect mobile payment.

This can send promotional information, such as promotional discounts, coupons and recommended products.

Second, we can establish member's data, accumulate customer's data, serve as the foundation of data marketing, and keep interacting with customers.

Third, use positioning system to guide customers shopping.

Fourth, use image search technology to recommend identical goods or similar goods.

Fifth, let online and offline inventory get through, use electronic screen to enrich online stores to supplement the shortage of stores, through mobile phone orders, store shipments, establish O2O online and offline integration, create a full channel operation.