Treasure Zun Goods Sale Platform Targeting Young People In Three Or Four Cities

On June 6th, Bao Zun, who was listed on NASDAQ last month, became the most concerned company on behalf of the operation industry.

The IPO prospectus submitted by Bao Zun mainly described its two major business models: e-commerce services and brand distribution, and reporters recently noted that Bao Zun also had a low-key stealthy business neglected, that is, has been running more than a year of tail goods sale platform "sell customers crazy."

What kind of temptation has made this electric home service provider who has been selling water for 8 years "platform mind"?

Reporters learned that the sale of customers crazy on-line in March 15, 2014, mainly in the mobile client position, positioning Brand tail goods sale.

At present, the selling mad platform is operated by Shanghai Zun Yi Business Information Consulting Co., Ltd., a wholly owned subsidiary of Bao Zun. Its team size is about 90 people. Its GMV last year was close to 34 million yuan, of which 95% came from the mobile terminal.

In the background of vip.com, Juhuasuan and other giant sale platforms to dominate the market,

What is the basis for such a low-key on-line business?

Zhang Zhengping, a mad seller, told reporters that CEO's initial motivation to sell customers was driven by inventory digestion needs.

According to him, there will always be some defective products in the commodities sold and operated by Bao Zun (the value is about 2 million yuan per month), though it can not be sold in the flagship store of the big platform, but it does not affect the customers' use.

So Bao Zun tried to clean up the goods through an independent platform.

After trying for a while,

It was found that the conversion rate was very good, and there was no similar platform in the market. Therefore, "grabbing blue ocean" became its goal. Therefore, over the past year or so, the selling mad has been stealthy in low profile and unwilling to make too much exposure.

"We don't mind buying the oldest and defective goods."

Zhang Zhengping said.

After a period of testing, he found that this type of commodity still has a large market demand, and the procurement cost is very low, and there is considerable profit.

According to him, the gross profit margin of selling customers can be maintained at around 22%.

Reducing the threshold of commodities has become the key difference between selling customers crazy and big platforms like vip.com and Juhuasuan.

"Tail cargo in the tail cargo", this is Zhang Zhengping to sell customers crazy commodity positioning.

He said that such products are usually slightly defective (such as stains slightly, but do not affect clothing), and the price will be very low (Zhang Zhengping laughs that he is "lower than fake"). Large platforms will not introduce such goods to lower the price of the platform.

according to

There are three types of goods sold by mad sellers: self operated goods, goods that run on behalf of brands, and goods imported from other brands.

At present, the number of platform brands has reached more than 500, of which more than 60 are customers' brand of long-term cooperation.

In order to enhance the attractiveness of the brand, the salesman is crazy to promise zero deduction and zero Commission within two years to minimize the cost of entering the business.

This also means that selling customers crazy at this stage is a more expensive business for Bao Zun.

The reporter noted that in the more than 500 brands, the selling customers crazy would choose famous brands with high stability and stable supply, such as Nike, Adidas, etc. for long-term drainage, while other brands would turn on the goods.

Zhang Zhengping introduced that the sales cycle of a brand is usually 4 days.

It is worth noting that because of the fact that the sales people are crazy at the beginning, they have more male products.

According to Zhang Zhengping, at present, the mad customers are concentrated in the 345 line cities. Young people of 18~25 years old, such users have low purchasing power, but they also have a certain awareness of the brand.

The price per unit can reach 150 yuan.

This user positioning also determines the crazy draining channel for the selling customers.

According to Zhang Zhengping, at present, the main source of traffic madness is QQ space, Baidu post bar, Sina micro-blog and so on.

However, it is mainly through these channels to bring App downloads, rather than direct sales of goods.

Zhang Zhengping said that sales customers are crazy to expect annual sales to exceed 1 billion yuan in two years.

According to the data disclosed in the treasure IPO prospectus, the App is currently downloaded by 3 million 800 thousand, with 758 thousand registered users, 33 million 900 thousand yuan in 2014, and 22 million 500 thousand yuan in the first quarter of 2015, in 2015.