Young People Of Literature And Art Start Their Own Business Without Stopping.

With the development of the information age, more and more young people are given opportunities by society. Many young people choose to start their own businesses and go farther and farther on this road. They find their own ways and get the success of other peers who are not yet possible. This article tells about such a story.

Walking today, Xiao Lu Feng and He Xiaoming are very grateful to each other's trust, coupled with in-depth understanding of each other, the two formed a tacit understanding, the business road is calm.

During the last Spring Festival, two people signed a life and death agreement before driving to the western part of He Xiaoming. In case of accident, there is evidence to follow. It is a responsible act for people.

This shop is called "walking on and on", playing the literary and artistic style and pursuing a simple and comfortable dress experience.

In most cases, female fans began to be moved by the words of the store, and then they put on the clothes of the shop.

This is due to the two founders of the advertising industry, Xiao Lu Feng and He Xiaoming, who were colleagues ten years ago. One was a copywriter, the other was an art director. He talked about advertising creativity in high-rise office buildings in Shanghai. He often talked about things and talked about ideals and life.

The two men were friends with each other.

Many years later, there was a story of endless cooperation.

Entering the Taobao Fair three years ago, it was women's clothing again. From the big environment, the Taobao bonus period has long been missed. In the fierce competition, the new small seller can survive.

But because of this, the new sellers must have their own uniqueness.

The biggest advantage is its unique creative copywriting, attracting a large number of loyal readers and buyers. Some people say that even if they do not buy things, they are accustomed to seeing his Taobao store.

By July this year, the line was three years old, with a four crown and sales of 12 million yuan last year.

According to the momentum of the first half of the year, two small bosses expect to reach 30 million yuan this year, and have maintained a 3 fold growth every three years.

From scratch, from small to large, one family

The growth is not necessarily bitter and hard. At least, Xiao Lu Feng and He Xiaoming did not feel this way. In the past three years, it was plain sailing.

Of course, two people's life trajectory has changed with Taobao. This change has surprised them. "Sometimes when the company looks at so many people busy, there is a strange feeling" that they are not very comfortable with the identity of the boss.

Both Xiao Lufeng and He Xiaoming were born in 1978. They were born with uneasy feelings in their bones. They liked to travel around.

The two years' advertising career in Shanghai is just a small part of life for Xiao Lufeng. He can not bear to continue his life. He often overturns day and night. He will earn too much money after paying the rent and other living expenses. Even if he becomes a creative director, he will continue to work overtime and become a slave servant.

So he resigned decisively and traveled alone in most parts of the country and Southeast Asia. He went to remote mountainous areas in Yunnan to teach in India.

While he was wandering around, He Xiaoming remained in the advertising circle, but he was not satisfied with the status quo.

He has tried his own advertising company and dissatisfied with the industry, so he finally opted out.

In 2010, Xiao Lu Feng returned to Shanghai and met He Xiaoming again.

At this point, most of their peers have settled down to get married and have children.

The two older unmarried young men started their business trip with bare hands.

They say they are not reliable young people, do not understand the market, do not know Taobao, see friends do Taobao feel good, they decided to open their own shop.

"Without Taobao, we might not come."

Because the two personalities are not business, but Taobao platform allows us to hide behind, do not have to contact with the outside world, the business is done.

Xiao Lufeng told reporters.

"Our personality is complementary, so it's just a matter of starting a business together."

Xiao Lufeng said he thought he was more complicated, and the other side was relatively simple.

He Xiaoming said less than his partner. He said Xiao's grasp of the general direction includes intuition. He is more interested in details, including execution, and the two complement each other.

Transformation of literary youth

Why do two big men choose to make women's clothes? Even friends feel curious. Xiao Lufeng confessed in the Taobao diary, probably because the shopkeeper's brothers were both bachelors, and they didn't catch up with the girls they liked, so they could sell clothes that she might like.

They talked for several days and came to the conclusion that the girls they liked were of this type. She was like a gust of wind in the summer lane, which was light and natural, but with a long aftertaste.

What does she like to wear, cotton linen, long skirts, straw hats, Japanese grocery stores, cafes...

Such positioning of customers has been identified as literary young women.

In this way, they look around for goods and get busy uploading pictures.

In July 2010, "walk on and on" was officially opened, the name came from their chat, and also the title of a Japanese movie.

The quality of the first batch of goods was good, and the friends in the advertising circle also came to support, and soon sold out, and spread through the social media such as micro-blog, and more and more strange girls came in.

Literary youth love dreams and enjoy the process of expressing them in words or images.

Xiao Lufeng once dreamed of becoming a writer, and his father was a teacher. He read many books since he was young, and he liked to write when he saw much.

He remembered clearly that ten years ago, he was working in an office building in Shanghai. One day, a flash of inspiration came to him. He hurried into a car and ran back to his home to turn on the computer. But he did not write anything for the whole afternoon.

At that moment, he was depressed.

When he went to Yunnan to teach in Deqin in 2006, the local people and life gave Xiao Lufeng a lot of touches, and he wrote a bunch of notes at the same time.

Later read the American writer Peter Hellers's "Jiangcheng", because of a similar teaching experience, but also because of the resonance of thoughts, he is sorry for the writer's encounter.

The article he wrote according to this story was later published in Tianya magazine, but he still did not become a writer.

After Xiao Lufeng started his business, Xiao Lufeng opened a column of "walking diary" in the store. He wrote and wrote some experiences and feelings of his own shop. Of course, these words and fans were popular with every new copywriter.

There are many books among the buyers. So, some publishers have invited him to publish their books.

What's interesting is that as Taobao stores grow bigger, the idea of becoming a writer is getting weaker and weaker.

"After doing business, the idea of a lot of things will change, and things that used to be very important now become unimportant."

Xiao Lufeng found that the desire to make a book is also in the pursuit of fame and interest, and the desire now is not so strong.

He asked himself if he had published a book. Would life be different?

"What I want may not exist at all."

Xiao Lu Feng Pao ton said, now do not care too much about the outside attention to their own, more care about self recognition.

He has been running the official micro-blog, which is constantly moving, and has a nearly 40 thousand micro-blog fans. But he will not force himself to curry favor with fans.

Xiao Lufeng knows very well that imagination is different from reality, but people are easily confused.

He cited an example that some of the employees who walked on their feet were pformed from micro-blog fans. The more they rushed, the easier it was to create a strong sense of fall. Although the overall environment of the company was relatively loose, the work was not after all. It was necessary to complete some basic things every day, and to do it poorly, and to be criticized. There was nothing like two other companies.

Taobao's business has changed the two young artists.

When they started walking, some friends asked them what they wanted to do with the store. They didn't have a clear purpose and plan. They just followed their feelings.

At that time, Xiao Lu Feng had just read the "good weather of a person" written by Japanese writer Aoyama Nanae. The protagonist lived in a big city in his little life. He always felt inadequate when he went to work, eat, sleep and fall in love.

He felt that everyone had more or less such problems.

"Frankly speaking, opening such a shop may increase my sense of existence.

From the day of the decision, all sorts of miscellaneous things have never been broken, and suddenly I find that I am so busy and busy as a dog that I have no time to sigh like before.

Doing business with dignity

In the first two years in Shanghai, Taobao made two people plus several customer service. Such a small team has a good harvest every year.

There are many small shops such as Taobao, some of them are also doing a lot, making money very fast, but in the view of Xiao ho two people, this mode is problematic. In the long run, these stores may be eliminated, and Taobao will not develop this way, so it can not provide better things.

As a result, they began to "trouble" themselves, moved to Hangzhou registered companies, perfected the framework, set up various departments such as design department, edition room, external production, operation, quality inspection and so on.

The two said, at first, the designers brought the good edition to them, and they could not see whether it was good or bad, but they believed that doing this was valuable and beneficial to the future development.

The two accident is that their peers disagree with their practices, and friends who make clothes also pour cold water on them.

He Xiaoming told reporters: "friends say not to build a house, now clothing is not copied, you do this is wasting time and financial resources, meaningless.

But if we all embrace this idea, we will not produce a brand of research and development and creativity.

Maybe you earn tens of millions a year, but not what we want.

We are making Taobao, but we are making clothes. We are a clothing company. Do you think that a clothing company needs designers and houses? So we should simply not consider what others say and have their own judgement.

"We hope that this matter is at least done with dignity."

Xiao Lufeng added.

Many friends are design circles, they also want to have their own original originality and excellent quality.

The system has been built up, and the staff has expanded to twenty or thirty. But last year, 12 million of the sales volume, Xiao Lu Feng felt that more than a dozen people could complete it.

The "chaos" in his mouth may lie in the scale and efficiency of management.

Relying on copywriters to impress people and attract people also depends on excellent quality to retain people.

The two little bosses also said, "without good products, everything is a long story."

They have made great efforts in the back-end, repeatedly ran to the raw material market in Shaoxing and Guangzhou, and constantly improved the supply chain.

This year, we are applying to Tmall.

"Now that we register the brand, we must make the brand value, not simply sell it."

The small owners said.

Now, their focus is still to improve their products, and discuss them repeatedly around product styles, customers and objects.

They found that products can only touch a small number of people at present. Only when students are small enough to buy, people who have purchasing power will not buy, whether they are positioning students or white collar workers. The company has not yet unified views, and products need more sophisticated style.

When it's okay, the two will study the brand history. They all like Japanese Muji. Such a minimalist style appears in the era of rapid economic development and very impetuous people, which is quite similar to the current Chinese society.

They tend to slow down a bit, look at the long term, and let them keep pace with the test of time.

From the beginning, the two little bosses didn't listen to other people's suggestions to brush sales.

"Brushing sales will help in the short run, and in the long run, you will lose your sense of product and brush up the sales of a rotten product."

Xiao Lufeng said.

We can hardly afford to pay for promotion, attracting so many fans and beautiful copywriting.

This way looks easy to imitate, but it's not that simple.

"What is presented in the shop is related to our experience. We went out to see some things and stayed in the office buildings of the bustling city of Shanghai. The stories we told might easily resonate."

Xiao Lufeng told reporters.

On the eve of Taobao store 3rd anniversary, they planned a micro-blog raffle - "draw you to Tibet", the prize is two hard train tickets to and from Lhasa, and 3 nights at Lhasa Youth Hostel, there are three places, the cost of activity is only 6000 yuan, but the micro-blog forwarding volume has reached 1.3 million people, more than 3000 comments, micro-blog fans also increased six thousand or seven thousand, according to the conversion rate of 10%, it has also achieved good results.

Affect others and society

During the activity, a fan's message made He Xiaoming feel very sad. He said that the original trip to Lhasa was just two train tickets so simple, 2000 yuan back and forth.

Many people regard Tibet as a lofty dream, but it is actually not as difficult as it is.

They feel so many times from themselves and others that "so many people do not live freely".

During his travels, Xiao Lufeng found that many Chinese people are not free even when they go out to play. They are often afraid of East and West.

In the final analysis, in the country, family and social expectations of individuals have long been a heavy burden, which makes people afraid to do what they really want to do and become people who want to be.

A few years ago, Xiao Lu Feng, who was also in the west, was involved in the newly established "one village small" public welfare organization, raising funds for rural education in Qinling Mountains and Dabashan, such as recruiting volunteers, building schoolhouses, building basketball courts, and helping poor students pay their tuition fees.

Xiao Lufeng is responsible for mining and collecting stories from locals to attract outside participation.

In his eyes, this is almost the same as selling things in Taobao, and is also based on story telling to brand penetration.

In the past, when making public projects, the difficulty of raising money often made him feel powerless.

When he returned to urban life, Taobao had more ability to invest in public welfare because of his pioneering work.

The shop was specially designed for public welfare projects, 80% of which were related to "one village", and the other party sent their demand to them. They did Taobao bazaar.

After the completion of each project, the store will publish remittance credentials, receipts, photos and text. So far, 15 public projects have been completed.

In the first half of the year, the Ya'an earthquake continued to carry out a day's bazaar, which was used for disaster relief all day.

The final figures surprised two little bosses: they sold 150 thousand yuan a day.

They feel: "a micro-blog sent out, so many fans to participate, because we trust."

Although these 150 thousand changes can not be anything, we are much stronger than before.

Xiao Lufeng still remembered that when he was a public welfare project, he always looked at how much money he had in his pocket. Now he doesn't care much about money. He donate ten or hundreds of thousands a year.

"I used to be a sad young artist and I took some dark photos, but I was weak when I wanted to change things. After becoming businessmen, my strength was stronger than before."

With such experiences and feelings, two small bosses feel that the keynote should be "bright young artists" and "active young writers and artists".

It's no use complaining. The world will not change because of your complaining.

He Xiaoming said.

As long as they keep on moving, they want to influence young people in this society with such a concept.

They have an idea that when the company is bigger in the future, it will set up a fund to support young people to realize their dreams. Perhaps it will be called the "wandering fund", like the "Cloud Gate Dance Collection" in Taiwan, which helps those young people who love to travel and love life.

"We hope that society can be more tolerant, allowing different people to have their own growth space, some people want to do business naturally, and some people naturally want to be scientists, so that they can do it. Everyone has their own place to live. Do not use one standard to ask everyone."

Xiao Lufeng said.

If walking is a career, they do not have a strong sense of persistence.

Xiao Lufeng said, "we didn't plan to make it a lifelong career. If we don't do this, we can go to an inn or something."

He Xiaoming took the lead: "if the company does a lot, it probably will not be done by us. We will have a new direction."