Interview With Liu Nan, Founder Of Honey Buds: To Do "Stupid Things" To Go Farther And Longer

Looking back on the past year, honey buds can be described as honor and turmoil. Liu Nan always insists on "never forget his original heart", and he is stubbornly leading the rapid growth of honey buds.

Honey buds chose the road of self employment. In fact, they tied themselves up with the platform, and insisted on using the heaviest, slowest and the slowest way to do the platform.

As the hottest mother and baby cross-border e-commerce star in the industry,

In a short span of two years, we have made honey bud from a Taobao shop to China's first import and export supplies platform for hundreds of millions of dollars in monthly sales and valued at more than US $1 billion.

One year and a half on the line of honey bud, the 4 round of financing has been completed. The speed of development is fast enough to make the whole industry look at it.

So, as

Liu Nan, the founder and CEO, is in the face of the complicated way of starting a business and casting a miracle.

China's mother infant market has broad prospects but deformity.

In recent years, the mother infant market has been regarded as the new blue ocean: on the one hand, with the relaxation of the second child policy, the number of 0-6 year old infants in China has been increasing and the demographic dividend has surged. On the other hand, cross-border electricity providers have become the new favorite of the policy. According to the Ministry of Commerce, China is in 2016.

The scale of pactions will increase to 6 trillion and 500 billion yuan, accounting for 19% of the total foreign trade scale.

In recent years, the mother and baby cross border electricity providers standing under double draught have become a new direction for entrepreneurs to rush to food, and many start-ups have sprung up one after another.

But in Liu Nan's eyes, China's mother and baby market is very malformed: everyone is complaining that Chinese consumers spend the highest price and buy things that are very common in other countries.

"For example, Japanese diapers, at Japanese supermarkets, sell for 60 yuan.

But in China, it was sold to 180 yuan RMB before, and the rate of increase was three times.

Why do Chinese consumers spend so much money to buy quality products from abroad? This must be something wrong! Or there is a problem in circulation, either in retail or in trade.

Somebody has to sort out this problem and optimize it. "

Start a business with the heaviest, the dummost, and the slowest

For the electronic business platform, opening a website and adopting the business invitation method is the fastest way to enter the business, and at the same time, it is also the easiest for the platform.

But for a long time, honey buds ignored this relaxed and fast way, and all the most sensitive products on its platform were not open to third. "The premise of doing everything is product quality."

Liu Nan emphasized.

Honey buds chose the road of self employment. In fact, they tied themselves up with the platform, and insisted on using the heaviest, slowest and the slowest way to do the platform.

"What we do is the first initiative in the Chinese e-commerce industry: importers and retailers.

In China's electricity supplier industry, no one has done this before honey buds. "

Liu Nan, for example, said that she wanted to sell Japanese diapers, went to Japan to register herself, went to Japan to find the supply chain, went to study the trade process herself, then signed the customs declaration office herself, and shipped a box of boxes of diapers from Japan to China's ports.

"This chain is probably less than the traditional chain of about five levels of distributors and distributors.

All these very important things seem to me to be competitiveness.

In addition, inside the honey bud, a special group called "what can sell group" was set up. The group must be a mother, and the child is under 1 years old.

The group of people is mobile, do a thing, use mother's eyes to decide whether this brand should appear in honey bud.

"In fact, we are careful to maintain this kind of tonality. Bad brands will not be sold."

Electricity industry can not avoid price war

In March this year, honey bud organized a "diaper crazy rush Festival", through overseas direct mining, cross-border bonded and subsidized means, the original domestic price of more than 100 yuan of flower diapers down to 58 yuan.

Many competitors do not understand what the "bud" is playing, and some people even say: Honey buds are stupid and rich, they only burn hard.

"We have reduced the selling price of a large number of imported goods down to 30%. The price war sounds very bloody, but I think it is a lesson that China's electricity supplier industry can never avoid."

Liu Nan explained why he dares to fight price war because of the full of bottom air: Honey bud is China's whole mother and baby retail industry standard (diapers, milk powder, etc.) the least proportion of a company, "(standard) has always accounted for only 30% of our sales share, compared to maternal and child industry retailers generally sixty or seventy% of the standard, and competitors in this field price war, they bloodshed faster."

Focusing on the promising future of married women

According to Liu Nan analysis, China's young mothers have the decision-making power to buy and buy maternity products. She not only controls her purse, but also controls her family's purse, which is the most consumptive group in the whole society.

In this crowd, we use the most frequent stage of mother and baby to cut the mouth. Why is mother and baby in a high frequency stage? For example, diapers, children need to use it every day.

In this case of high frequency, we will give this mother more choice. Now, 30% of the merchandise sold on the website has nothing to do with the child. "

Back to the beginning of the problem, many people would ask how Liu Nan chose the venture and how to predict the prospect of cross-border mother to child e-commerce. So, her answer is very simple. If entrepreneurship is to gain fame, market capitalization, market share and thousands of employees, it may be necessary to judge the draught.

But the purpose of her creation is just an anxious mother's love for her daughter.

The first to bear the brunt is the responsibility of the leader.

Entrepreneurship is not just about flowers and praise, but also grievances and tears.

Looking back on the past year, honey buds can be seen as honor and turmoil: all sorts of hard fought battles such as talent grabbing, price war, financing, and even dirty water.

In the face of the great whirlpool, Liu Nan always insisted on "never forget his original heart" and stubbornly led the rapid growth of honey buds.

In her opinion, for any entrepreneur, she can withstand much praise if she can withstand much praise.

Liu Nan believes that Chinese consumers, especially mothers, lack of security because of the long-term problem of counterfeit goods.

"Whether consumers doubt or the supervision of the media is a kind of emotional propaganda. It is a spirit of doubt, and honey bud is particularly necessary.

All things bear the brunt. This is the attitude of an industry leader.

In fact, honey buds are far beyond what ordinary retailers want to do.

But in this process, there are countless resistance. What the honey buds can do is to do this with stricter and even strictest auditing standards in the Chinese maternal and child industry.

"It may be a change of 20 years in China's maternal and infant industry and even in retailing.

When I first started my business, I thought about revolution. Now I am more of an improvement.

Whether Liu Nan or honey buds, even a little change to the mother and baby industry, make a little contribution, that's enough.

Liu Nanru said.

It takes a long time to do stupid things.

When the market fever has faded and the industry cycle has stabilized, all the grand strategies, huge budget subsidies and massive resources support have vanished with the economic pfer of eyeballs.

In the end, the only chance to overcome everything is strategic insistence and continuous intensive cultivation.

Let life slow down in order to enjoy the process and make life more exciting.

Let enterprises more patiently do "stupid things", is to constantly improve, not be impetuous kidnap, let enterprises accumulate long-term vitality of quality, go faster, farther, longer.