2015 Is Too Important For Beauty. Thanks To Ali For "Killing".

Close to double eleven, beautiful offices like new year.

As a leader, Xu Yirong's degree of busyness can be imagined.

Before the interview, the assistant brought two bottles of water, filled with various kinds of honey, flowers and fruits.

"He didn't eat much for two days, because he was too hungry."

The assistant explained.

"2015 is too important for beauty."

Xu Yirong describes this way.

In the past six years, Xu Yirong, a computer major graduated from Stanford University, has chiseled a road between Taobao, Jingdong and vip.com.

If it hadn't been for beauty, the Virgo male might have dreamed of moving around her sister all day long, and even "where to buy, how to dress, to be beautiful" has become the pet phrase.

Not long ago, beautiful said that the new office area was moved.

There are 7 floors in the Pohang building in Wangjing, but Xu Yirong does not have his own office.

Like many workshops on the two sides of a start-up company, Xu Yirong's desk is located in the middle of the entire office area, next to CMO, opposite to two ordinary employees.

He has a desk like this on every floor.

Xu Yirong has never had his own office since the start of 6 people to the size of the company's more than 1000 people.

He doesn't like being confined to a small house, but rather enjoys the feeling of working outside with everyone.

The change is not only about the office space, but also the pace of development.

"If 2014 is fast, 2015 will be stable.

It took us a year to think about the new positioning of beauty, that is, "just do the right fashion," and "the right style and the stable quality."

Xu Yirong said.

This is the first year when Taobao was banned from killing itself and built its own electronic business platform. It is also the first year of APP's HIGO after its founding.

Beauty says, "how is life? How many people stare at it?"

Gold nuggets

In order to become a "fashion leader", beauty said no money was smashed.

Recently, Mei said that he invested 338 million yuan to become the title winner of the bullying variety show "run the Brothers 3", not only invited the small meat deer han to continue to speak for the beautiful APP brand, but also invited Angelababy to become the chief fashion officer of beauty, and endorsed beauty to say HIGO.

The outside world has questioned Xu Yirong's pride in brand promotion.

Xu Yirong believes that beauty does not cost money, and every propaganda team has a detailed investment return survey.

In running men, stars often have different clothing combinations in different scenes, such as workplace attire, sports attire and so on.

All of these provide a good basis for "popular fashion".

Not only that, but now the beautiful platform platform will also form a series of small topics, such as the "red coat" of the early snow, the red matching series, and the Halloween beauty has also introduced the "yellow pumpkin yellow" clothing matching.

Although Xu Yirong did not want to talk much about it, the beauty of 2015 said that half of the focus on "popular fashion" was the development of the platform that was gathering popularity.

At the beginning of 2015, Mei said that the clothing reverse customization system named "beautiful manufacturing" was launched and invested 400 million yuan to support the operation of the supply chain system.

"The original idea is to analyze the big data generated by users on the beautiful platform, and feedback them to businesses, so that businesses can better understand users and help businesses shorten the production cycle."

At this time, the beauty said that the industry chain is deep and the voice of supporting its own brand is very high.

But Xu Yirong soon discovered from the data that the road to making fashion is "a long way to go."

"Beautiful said that in a very long period of time is the positioning of the platform, will not do its own brand.

Beautiful said that the main social e-commerce fast fashion platform, users for update speed and style requirements are very high.

Its own brand ZARA can only make ten thousand or twenty thousand new models in one year, and the beauty of fast fashion is 1000 new models a day.

In fact, there is a deep meaning, big data analysis is the home of Taobao.

Compared to "beautiful manufacturing", the development of HIGO is obviously more satisfactory to Xu Yirong.

Beauty says APP faces the group of young post-90s and 00, while HIGO faces Hai Tao market, with more young women with strong purchasing power, such as urban white-collar workers.

In September 2014, HIGO said that the monthly sales volume has increased from 1 million yuan to 50 million yuan.

Xu Yirong introduced that HIGO is the main player in overseas goods (good quality, super value goods), tide cards, and signing with buyers. Each buyer should not only show his passport when he is being audited, but also "understand fashion and understand aesthetics".

It is understood that HIGO each buyer has their own circle, circles are buyers, buyers can not only see other people's evaluation of buyers, buyers can also communicate.

"This has formed a very good supervision mechanism. A buyer will sell fake products, and then his credit will collapse."

Xu Yirong said.

He believes that the electricity supplier in China for many years, but the sea Tao mode has just begun.

Whether it is beautiful or Taobao, the volume in the sea is not big enough, but the future market will certainly not let the electric business people be disappointed.

Take Ali money "rest assured" take Tencent money Bo future

By the end of 2014, when beauty said that the Tencent D round of financing, mobile QQ will increase the beauty of the entry.

On the eve of the Spring Festival of 2015, WeChat's red envelopes were also connected with beauty.

In the future, beauty will introduce social concepts at the entrance of WeChat wallet, which may enable users to share their products in WeChat wallet.

For Xu Yirong, getting the money from Tencent is nothing more than a thrilling adventure.

In the autumn of 2012, beauty said that it started the D round of financing and launched an invitation to Ali and Tencent.

Tencent and Taobao responded positively, and even the two sides scrambled to invite Xu Yirong to dinner.

"Someone once told me that beauty said it could import 7 hundred million of the volume of trading for Ali in a month, and Tencent wanted to layout the electricity supplier in 2012, when we talked about $50 million."

Xu Yirong recalls.

Facing the olive branch of both sides, Xu Yirong's team is excited and worried.

He clearly recollection that he had been discussing with the start-up team for more than two hours in November 2012.

Both Tencent and Alibaba gave good conditions to win the opportunity.

And even promised to open business resources.

Finally, Xu Yirong and his team came to two conclusions.

First, beauty says that Tencent and Alibaba do not have the advantages, so beauty will be voted, otherwise they can do it by themselves.

So beauty says that we must retain our own characteristics and have greater autonomy.

Second, the supply of goods in the electricity supplier sector is already oversupplied, and who can seize the consumer to seize the future.

This is going back to the origin of Xu Yirong's entrepreneurship, that is, "vertical and user facing".

In view of the beauty of that time and the deep combination of Taobao, Xu Yirong knew that Ali's money would be more secure, and it would cause serious damage to Taobao.

But at that time, "Tencent QQ, space, and WeChat had already had a huge user pool in 2012, which coincided with the beauty of being a socialized vertical electric provider."

Xu Yirong's premonition is still very accurate, but I didn't expect it to be so fast.

One day in September 2013, the beautiful Taobao page was suddenly unable to open, which led to the beautiful saying that the number of active users on the mobile phone end dropped by half from 1 million 900 thousand of the peak.

Xu Yirong immediately contacted Taobao. Taobao official customer service only said it was a technical failure.

Through technical means, beauty said that she escaped from Taobao's two weeks' chase. But finally, Taobao developed a reptile. As long as it is a beautiful commodity, it will show off shelves and delete it after root.

"This is the most difficult period for me to start a business, but I understand Ali's approach.

In 2013, Ali started late in the layout of the wireless terminal. It may be worried about losing its entry status, that is, it is decomposed by many APP.

Xu Yirong said.

It is precisely because of this matter.

Began to quickly decide on independent R & D trading platform.

In mid November, the team of more than 30 people worked overtime.

After 14 days, the beautiful said that a preliminary trading system was developed. In the case of only two trading channels, cosmetics and clothing, beauty began to attract investment.

"At that time, beauty said," no pformation is death. "

Mei said a recruited employee in early 2014 said in an interview with this magazine.

After he was hired, he was mainly responsible for communicating with Xu Yirong about the pformation structure of products and departments.

A design staff member of beauty says deeply about an experience.

Once, beauty said that the picture on APP was missing one pixel, which was seen by Xu Yirong. Xu immediately called the design department to make adjustments.

Such details are not observed on computers.

"Others are thoughtful, but very meticulous."

The employee commented.

From the perspective of astrology, this can be interpreted as Virgo's character, attention to detail, a little fastidious and perfectionism.

But when it comes to the market environment of beauty, it is more suitable for Xu Yirong to stress the footnote.

It is reported that every employee now has 200 yuan experience fund every month, which is spent on beautiful talk and HIGO platform, and then writing experience reports to share.

As for the beginning of beauty, the industry has been circulating such a story.

In the autumn of 2009, Tsing Hua coffee shop, the tangle face and the thin skinny technology man kept blocking the long legged sister. He smiled and repeated several questions. "Are you worried about dressing up?" "if you have a software that allows you to see what you are buying, what are you interested in?"

Fortunately, Xu Yirong was born with a scholarly temperament.

Appearance did not encounter many blind eyes, but also obtained a lot of first-hand information.

This direct contact with users and record feedback, Xu Yirong's team has continued so far.

A few days ago, Xu Yirong went to Shenzhen on a business trip. He specially arranged three sisters in a Starbucks cafe. They were all beautiful users. Xu Yirong sent them some small gifts, asking them to talk about their feelings and their opinions on beauty.

In order to let the employees who are beautiful say they have a deep understanding of users, Xu Yirong requires that companies, whether engineers, sales, product managers or fashion buyers, establish contacts with at least three ordinary users and communicate regularly with them.

In 2015, beauty said that the quality stability should be included in the evaluation system of businesses. If buyers had bad feedback on businesses, businesses would be reduced to power and even eliminated.

In 2014, beauty said that it was more concerned about the number of businesses, and the quality requirements of merchants in 2015 were even higher.

At the same time, like other electric providers, the size of the financial window of beauty is also a mystery.

The answer may be only Xu Yirong.

Mei said that there have been five rounds of financing, including former investors, Ji Yuan capital, Sequoia Capital, blue chip ventures and Tencent.

In the first half of 2015, there was speculation that the round of financing might be the last financing before the listing.

In response, Xu Yirong responded that the amount of financing in the first five rounds is not high, and that the future will not be listed soon.

In contrast, the user is the root of beauty.

Now, beauty says that the number of merchants on the platform has changed from the first 300 to 16000.

As time goes by, and recall the ban of Ali, Xu Yirong uses the two words of "thanks" and defines himself as a typical adversity entrepreneur.

He predicts that sales will reach 10 billion yuan this year, nearly double that of 5 billion 600 million yuan in 2014.