Bei Bei Net CEO Zhang Lianglun: Break The Old Pattern And Set Up A New Order.

According to the world clothing shoes and hats net, Zhang Lianglun only slowly walked into the industry's sight after the Beibei net fire.

Because the fight is too tragic, many people are concerned about the war of mother and child, and few people are concerned about the company's low-key founder.

He has a unique philosophy of business.

In chatting, he repeatedly mentioned balance: balance of business ecology, balance between user experience and cost, balance of scale and profit, balance of speed and rhythm, and balance between oneself and the world.

After all, he is only 30 years old, and this is the age of breaking the balance with impunity and energy.

And this is precisely what history gives them the mission of this generation of Commercial Talents -- breaking the old pattern and establishing a new order.

Therefore, we do not believe that Zhang Lianglun and his Beibei nets are so "sophisticated" and "round". We are trying to find the sharp side of him.

We start with age.

In fact, like everyone else, he had anxiety and hardship since he stepped into the electricity supplier's door.

But as a different balance, he saw the distance that no one else could see.

Reporter: I was born in 85 years, which made me more and more pessimistic. I found that the recipients were getting younger and younger, and from 70 to 80, now they become 85.

Bei Bei net CEO Zhang Lianglun: I am 86 years old, in fact, I am the same as your idea, I am also more pessimistic, because after seeing the 90's comes out unceasingly.

The average age of our company is only about 25 years old. The youngest director is 89 years old and has done very well.

I feel that experience in this era is becoming more and more worthless. People of our age are getting old. We used to say that we are under 30, but now we are 30 years old.

From now on, we are "Ben 4".

Reporter: after 85, what are the differences between this generation of entrepreneurs and their predecessors?

Bei Bei net CEO Zhang Lianglun: I think in the torrent of entrepreneurship, we are "connecting the preceding and following" generation.

We will have advantages if we take the lead. For example, our generation may have less material pressure, support from capital and big entrepreneurial environment.

At the same time, compared with the next generation, we have some relatively insufficiently good places, for example, after 85, it is more partial to the unity point.

But because we are aware of this problem, we have been making up for it.

If the entrepreneurs in the future succeed, they have the feelings and social responsibility of the older generation of entrepreneurs, but at the same time facing the unknown changes, the difficulty of success will be greater than that of the old entrepreneurs.

Reporter: how do you understand the two things of "tradition" and "innovation" in business?

Bei Bei net CEO Zhang Lianglun: today's innovative tomorrow is all traditional. No one has been innovating, so really staying to the end should be an innovative team, an innovative culture and large soil, rather than a single individual's innovation.

When we start our business, it is the beginning of innovation, because we are going to do this industry with a new method. No matter how early we make children's clothing or cooperate with the platform, we have our own value and innovation in this torrent.

Today, there may be less innovation than before.

On the one hand, the difficulty of innovation becomes bigger. When you have enough scale, innovation becomes more and more difficult.

For example, from zero to 1 million today, tomorrow 5 million, the day after tomorrow 10 million, next month may become 20 million, it is able to feel the charm of innovation at all times.

But when you have 1 billion turnover today, innovation can easily be submerged in the scale, which is a trap for a big company.

A lot of things don't look good at the beginning, and they are too small compared with your scale. Many times we underestimate the power of innovation.

Under such circumstances, with the growth of company and age, experience will become more and more high in weight and will be trapped in the dilemma of innovators.

I will remind myself repeatedly to avoid going into such a trap.

Interviewer: are you a conservative person?

Bei Bei net CEO Zhang Lianglun: I think I am more radical in strategy, and may completely throw away all the past things from scratch, but I am tactically stable in tactics.

We started our business in 2010, rebate, and did it for 2 years. At that time, we had been a leader in the industry.

When we were doing the shopping guide again, we soon achieved the top two in the field of discount shopping, but soon discovered that there was a ceiling in the area, and immediately gave up, and began to do such a thing as Beibei.

Platform.

And at that time we had no children, even mothers and babies.

Therefore, in terms of strategy and even driving innovation, we are very radical and dare to embrace innovation. However, at the same time, we are relatively stable and cautious in tactics.

Because we have to control the risk of enterprise development.

So, in the process of turning the rice into Beibei, we still left some people to make rice breaks, so that the company can enter and retire before this road has not really passed.

As a business operator, we need to balance, you can eat meat today, you can eat porridge tomorrow, but you can't let your employees accompany you to eat porridge every day.

In order to ensure that today's meat employees can still eat meat tomorrow, we need to walk a little bit more stable, so we have been balancing this innovation and risk.

Reporter: does this balance often make people anxious? How should this anxiety be settled?

Bei Bei net CEO Zhang Lianglun: This is a long-term proposition of an entrepreneur.

In this process, there are more or less such anxiety disorders, and I have almost two times a year.

At the same time, I have become accustomed to this anxiety, so my mind is more peaceful than before.

And the anxiety of people at different scales is different.

The anxiety of starting a business will die tomorrow, but today's anxiety should be steady and changing. It is not the same as before.

In fact, the size of an enterprise will not increase the probability of success of the company, nor will it reduce the risk of death. Sometimes it will increase its risk even more.

Therefore, increasing scale does not reduce everyone's anxieties.

We are now thinking about a problem. At present, online retailing is very mature and there are industry giants. What opportunities are there for new entrepreneurs? If we can not create the advantage of value differentiation compared with these large platforms, why do consumers choose you? These problems are more difficult than before.

In the past, when competing with competing products, how to do better eventually.

To some extent, these problems are within your control and are much easier.

This process is like playing chess, you think more than others or you are more stable than others.

Because you are two enterprises of the same size.

For example, the two boxing are 60 kilograms and 70 kilograms, it is no problem, but when the 60 kilogram class challenge 100 kilograms, it is another feeling.

Therefore, when this proposition is placed in front of me, the scale of today will not reduce my anxiety.

Reporter: sooner or later, Beckham will be bigger and will be eyed by giants. You should not shrink back easily.

Bei Bei net CEO Zhang Lianglun: in the face of this matter, our mindset is different from different backgrounds.

First, we are young and have a lot of things to do for a long time. This is what we call "young and fearless".

Second, there are some differences between our group of entrepreneurs and past entrepreneurs. Generally speaking, we have a good educational background and professional background. The overall level of literacy is much higher than before, and we have seen how big companies play.

So facing a smaller giant is not afraid at all, because we feel that you are not much better than a giant.

Even in the face of giants, we will be relatively calm in the common soil.

You know very well that big platforms have many advantages and disadvantages.

In this process, using "smart power" can still get one mu of three Fen field, so that you can grow up slowly.

Now, because retail is a particularly big business, the total retail sales in China are around 30 trillion, about 10 trillion online.

If you slice the cake a little, take three points, which may be 100 billion of the company.

In the face of such a big market, it is not what you destroy, or who wins, but what kind of differentiated value you create for the people you serve.

If these people are people who like you, you don't have to care how much others like you.

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From this point of view, our mindset is quite calm. We must constantly look for other weaknesses and weaknesses, especially many weaknesses that can not be overcome. With this time lag, we can quickly accumulate our strength and make ourselves bigger.

What can be confirmed now is that Beibei net will achieve every year's growth. In the process of sustained and rapid growth, it will become bigger and bigger in the stock market.

Today, apart from thinking about how to create differentiated value, more anxiety comes from the back, which is the anxiety of innovation.

First, whether we can ensure sustained innovation, because we have witnessed the power of innovation, and we know how powerful it is.

In fact, many people underestimate the power of innovation because they overestimate their own ability to innovate. They think they are innovative, but in fact, they do not innovate.

Second, there are bound to be many new entrepreneurs who are more innovative than us. These new entrepreneurs are on the shoulders of older entrepreneurs.

In this process, we need to spend half of our energy looking forward, and at the same time we need to spend half the energy to look back.

We should constantly use flexible bodies in the big environment to achieve good competitiveness in this process.

Anxiety is often the core concept of promoting the development of an enterprise.

If everyone is satisfied with the scale and performance now, this is the most horrible thing.

So today, a relatively less entrepreneurial entrepreneur is very scary.

You will find that starting a business is like climbing a mountain. You have climbed a mountain peak. You will surely see a higher mountain. Do you still see the peaks that are shorter than you?

So keep a good attitude in this process.

Only the creation of new dividends from mothers and babies is the creation of unique values.

Reporter: what is the best selling brand of babe net?

Bei Bei net CEO Zhang Lianglun: from the previous data, there are several kinds.

They sell better.

One is a well-known brand like Balabala.

The two is the Amoy brand, for example, a brand like shell element, if you really manage it, you can still sell it very well.

The three is a very typical brand, which is not sold elsewhere, relying on Beibei channel for the entire sales and production. We call it "Bei brand" or "Beibei original brand".

Reporter: does "Bei brand" count its own brand?

Bei Bei net CEO Zhang Lianglun: No, it is a brand incubator with directional traffic support and orientation team support.

Many of these brands are sold well.

Today, Beibei represents the whole maternal and infant industry. Beckham's position is to do mass consumption and support the masses of brands. This means that we will introduce all kinds of brands that consumers like.

For example, Beibei still has some brands that are redmen, and is the net red that Beckham hatched itself, such as Da Meng Qian, miss mM.

At the same time, we have our own redneck company, and also have strategic cooperation with the net red company, specializing in maternal and child red people, from training to guidance, supply chain of a complete set of services.

So here is the brand of the red man.

Reporter: if a famous brand like Balabala can be seen in Beibei net, it is also sold on other platforms such as Tmall. Why should consumers have to buy it on Beibei online?

Bei Bei net CEO Zhang Liang LAN: first, first platforms must have the systematic superiority.

I did what I just said, in order to form a systematic advantage. Therefore, Beibei is a pluralistic and rich existence.

You know, consumers are decentralization, decentralization, brand is also centralization, so you can hardly rely on single brand and single play to serve all consumers well.

In this process, we have been trying to do the most mainstream, but we will use differentiated solutions to meet the needs of different consumers.

Second, return to specific issues when consumers really buy.

Is it possible for you to put Balabala's products in the right hands? Beckham has invested heavily in big data. Through algorithm research, she tried to be more efficient in the category of mother and infant.

In addition, Beibei network has Tmall, Taobao's killer - buyer.

Our buyers are looking at every brand to match consumers.

Take Balabala as an example. Actually, Balabala wasn't selling well on Beibei at the beginning. Besides the low traffic volume, there was also a very important reason why the display of goods was not accurate enough.

We find that it provides more products for big children, and the styles are not very new.

This is different from babe's case. Babe has 0-6 years of age.

We felt that there was a problem in the choice of the goods. Later, brand consultants and buyers communicated with Balabala, and the money was very rich. The styles were relatively new and unique.

At the same time, Balabala will make some special sales and give priority to selling in Beibei, so we have some price advantages to some extent.

In this case, consumers will be very happy to buy them when they are able to have a better experience in price matching and price control.

Besides, when consumers buy mother and baby already on Beibei, why don't Balabala buy it here?

Third, whether in specific details or in the big business strategy, we will complement the brand.

Balabala is one of the best selling brands in Beibei network, and we have been very grateful to Balabala for supporting us, because they did not support our independent platform when they did not cooperate with us.

Why do these famous brands support new platforms? The most important reason is that brands also want platforms to be diversified.

If there is only one platform in China, what will it mean? They will support us in this way, so they will give us some differentiation advantages to help us grow up.

When you are doing something right and beneficial to the whole industry, everyone will help you in turn.

Bei Bei net CEO Zhang Lianglun: it can be understood, and we are making some layout in advance.

Because of the consumption upgrade, I want to seize the future will become the stock, and now in the growth of the market, and then that stock is mine.

Today, who will have the heart to think about the new brand? To think about the red man brand? They have no patience, they are all thinking, who sells the best, I will take who.

But today, you have just made a copy of someone else's version, and you have not done anything. You should not have existed.

Reporter: improving operational efficiency is actually a process of reckoning. In the past retail business, everyone spent a dollar in two, while the Internet has only one yuan in pocket and may also spend 10 yuan. What has contributed to this situation?

Bei Bei net CEO Zhang Lianglun: I think it's time for money to change.

When you develop to a certain scale today, it means driving.

We still recognize the power of capital, and it takes 5 years to produce scale. If there is capital push, it will take one or two years to achieve it.

Line to be a mother to child retail companies, 10 years of energy is only 23 billion scale, but today I have to spend more than 2 years to achieve the scale of about 10 billion, only when there is capital to promote faster.

In this case, you have to make a choice, or do you want to choose? I think when today's money is valuable, it should be chosen.

Although we are very restrained in financing, we must ensure that we did it once in the past year.

In the second half of last year, we had completely surpassed the largest maternal and child retail enterprise under the line, and the funds played a great role in it.

What is the fascination of the Internet? The charm of the Internet is that it can scale quickly.

No matter how much money or how much money you can't get under the line, you can only reach 10 million users when you want to shop 100 stores. These 100 stores have to train 100 electric providers, choose 100 addresses, and run these 100 stores well, which is a very long process.

As far as I can see, as long as I do enough, I will add several servers. My personnel and shelves can be copied, and it is fast enough.

A fast-growing internet company must have suffered huge losses in the past few years. When you do not have so much money, you can borrow from the capital, which is a very reasonable business mode.

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