Chinese Kids Sell Shoes Online In The US For $Eight Hundred Million A Year.

In the United States, the online shoe store opened by a Chinese kid is known as a household name. Its sales in 2007 exceeded 800 million dollars, accounting for 1/4 of the total value of the US footwear network market of 3 billion dollars. It is known as the "Amazon selling shoes".

Xie Jiahua, the Chinese guy in his early years, called Zappos.

Xie Jiahua, a 33 year old genius at Harvard University, is one of the founders of Zappos. He is now the chief executive of the Internet marketing empire.

His parents moved from Taiwan to America in the early years and gave birth to Xie Jiahua in Illinois.

Xie Jiahua is the eldest son of his family. He showed great superiority from his childhood. His talent was intelligent and his thinking was agile. This provided his congenital condition for the creation of network marketing empire.

Xie Jiahua's childhood was smooth sailing.

He grew up in San Francisco and was admitted to Harvard University for computer science. At the age of 19, he got his diploma and became a famous figure in the student circle.

During his study at Harvard, Xie Jiahua kept improving professionally, won the champion of computer competition many times, and opened a pizza shop in his spare time.

In spite of his usual business, he accumulated the first business experience in his life.

Xie Jiahua, a small programmer, founded a large company. When he was 21 years old, he gave up the hard won opportunity to read and became an ordinary programmer.

This is a pity for friends and relatives.

Xie Jiahua used his unique vision and excellent achievements to dispel all doubts of his relatives and friends. LinkExchange, the small online advertising company he founded, developed into a large company with 200 employees in only two years.

In 1998, LinkExchange committed $265 million to Microsoft, and Xie Jiahua dug into the first pot of gold to provide sufficient financial support for the creation of Internet marketing empire.

In 1999, by chance, Xie Jiahua met Nick, an entrepreneur who was younger and more original than himself.

Swaim.

After a long talk, SW proposed an idea: selling shoes online.

According to SW's understanding, the online shopping market has a market scale of $40 billion, only $2 billion for mail order. As an online shoe store, its revenue exceeds that of mail orders.

Xie Jiahua, who was very quick at heart, quickly injected $1 million into Swaim's online shoe sales company ShoeSite.

Since then, ShoeSite changed its name to Zappos.6 months, and Xie Jiahua and Swaim jointly worked on Zappos and soon invested an additional $10 million.

In 2000, Xie Jiahua became chief executive of Zappos company.

Surprisingly, hard work and soft Kung Fu turned everything around, but Zappos didn't win the game. It was a bad start.

When Zappos was opened, no one was interested in it. When it was difficult to get the order, there was a failure to fulfill every 10 orders, either wrong goods or shoes out of stock.

Zappos has been unable to make ends meet and is always at risk of bankruptcy.

However, Xie Jiahua did not let Zappos go bankrupt, but let the young company grow into a network marketing empire step by step.

In this process, Xie Jiahua worked hard.

In order to facilitate customers to choose shoes with different styles and colors, Zappos took photos of each shoe from 8 different angles.

In the warehouse of Kentucky, Zappos has 1 million 300 thousand pairs of shoes of 58 thousand styles. The task of photographing is extremely arduous, but Zappos is finished.

In order to ensure timely delivery, Zappos installed his home near the airport of UPS, where the warehouse was operated for 24 hours.

Zappos not only makes customers satisfied, but also makes them overjoyed. The company promises to deliver within 4 days, but in most cases, customers can get the goods within second days.

Then Xie Jiahua took out his "soft skills": free return.

This is not new, but at the end of the 90s, online shoe stores could not do much of this because shoes were not like the books sold by Amazon, and customers easily bought the wrong ones.

The job is really difficult. The key is that customers feel that the shoes they buy are not appropriate. How can they be changed to the right ones at once?

On the one hand, we should ease the irritability of customers, and on the other hand, control the cost of goods replacement.

At this time, Xie Jiahua's computer talent came in handy.

Through a set of software, he designed an e-mail system for Zappos, which can automatically reply to customers' e-mail requests for replacement.

In operation, Zappos promises customers. If shoes are not fit, delivery and return will be free of freight.

To this end, Zappos paid $one hundred million in freight costs.

Although the return rate is as high as 1/4, the average amount of each order is US $90, which still leaves enough profit margin for Zappos. After deducting the cost of delivery and return, the gross profit can still reach 35%.

Customer satisfaction and loyalty have finally achieved Zappos, and its sales have increased by leaps and bounds in the past 7 years.

At present, 60% of Zappos's 5 million customers are "repeat customers", and 25% are constantly introducing new friends to buy shoes.

The fire of Zappos has attracted $15 million of venture capital, and Zappos has quickly added new products, such as sunglasses and leather bags.

In 2007, Zappos's first direct selling store opened in Las Vegas, Garth.

The goal of Zappos is to achieve annual sales of US $1 billion by 2010.

"Zappos" encourages the resignation of new employees. Zappos has a unique way of finding suitable employees.

Zappos has mastered the skills of telephone service, and even can be called "art", which is still a blank for most online sellers.

Zappos displays free phone numbers on every page of the website. Its call center witty and smart operator can create a relaxed shopping atmosphere for customers.

The operator is very hardworking, and the phone call of a customer may be talked for a few hours.

The call center of Zappos will provide a 4 week training after recruiting new employees, so that new employees can immerse themselves in the company's strategy, culture and dedication to customers.

A week after the start of training, it was time for Zappos to call it "bid".

The person in charge of the company will say to the new employee: "if you quit today, we will pay the full salary according to your working time, and you can also offer a bonus of 1000 dollars."

About 10% of new employees choose to take money away.

On the surface, Zappos seems to be somewhat unthinkable, but when it comes to it, it feels quite profound.

For new employees, if they are willing to accept the company's offer, they do not have the dedication that the company needs.

Zappos, by spending money on encouraging new employees to resign, recognised the company's values and the suitability of each new employee as early as possible.