Only wage earners business, how to do business with annual sales of 1 billion treasure? text / Yin students their large numbers, they do not have a prominent academic, more than three quarters only accept junior high school education, but in the past three decades, it is their contribution to China's economic miracle of the essential driving force - migrant workers - where there is the creation of China's economic miracle factories, construction sites, retail and logistics centers, where their presence there. They are described by Christensen typical 'pyramid' group, in the bustling city on behalf of the miracle of the edge, they do not have their own separate quarters, a month to work for more than 25 days, but only two thousand yuan monthly income - - they produce the iPhone, iPad and other most popular electronic products, but most people still do not own a computer, or the use of old-fashioned feature phones. 'They should not be ignored, they should also enjoy the city people and the same high-quality products and life.' With this in mind, 张小玮 in 2006 officially created business opportunities Beijing E-Commerce Limited (trading treasure predecessor ) - a feature that allows them a cell phone will be able to buy daily needs products. He is convinced that this is not only for their help, for him personally, it will be a big business. He hit it off with the Far East Holdings founder Xipei, which now provides 500 million angel investment for his good idea. Today, everything seems to be moving in the direction of Zhang Xiaowei envisaged: In the past few years, the average annual growth of more than 300% of the company, there are nearly 60 million active users (ie, at least a month in buying and selling precious shopping time) every month, It expects 2012 sales will be close to 10 billion yuan. Not only 张小玮 one aim of this large group, the early years as a second-tier cities saturated market, including Lenovo, HP electronic products such providers and a number of consumer goods companies, have been actively open up into a new direction The following four-tier cities and towns. However, even these companies have the most extensive sales network, also may rarely reach this group - most of them have to leave their homes, of which more than half are in the city center away from the factory or construction site, where there are few major brands figure from the nearest commercial district may have more than one hour's drive away. Others tried to reach this group, is believed to eliminate any constraints of time, e-commerce sites, including Taobao. Zhang Xiaowei have had encounters with some of Taobao small sellers, but even if there are several 张小玮 trading treasure of experience unreservedly to tell them and work with them the competition, the result is that Taobao sellers still had to give up. 'If you follow the price of our products and service standards of the transaction, they do not make any money, their entire system such as ours can not be completely customized for this group.' He said with some pride. Indeed, the dears wigs business group to do this, we must solve some problems in a second-tier cities almost never encountered. For example, in places like Beijing, electricity providers who are in the competition who can in the shortest possible time to deliver goods to the hands of users, but these fringe people work in the workshop all day, very little time is acceptable goods. As another example, a Beijing users are typically assumed to be able to easily use a computer or smart phones, tablet PCs connected to the Internet, but most of these marginalized groups can not use the computer, only a function of the Internet through WAP mobile phone, one of them Some may have previously never had contact with online shopping. The stumbling block for most major electricity providers have quit or temporarily avoided, and some electricity providers are they not good, and these include footwear B2C website good music to buy, founder Li Shubin (coincidentally, good music to buy and trading treasure all have the same strategic investor - Tencent), he believes the purchase is only 'thunder, little rain,' based on mobile Internet network. However, Zhang Xiaowei think they know how to eat the most fresh and fresh crab. First, he was not regarded as a treasure to the sale of mobile Internet company, but the retail company, which means that the core retail rather than later, the user can either be done by phone to buy, but also through PC and other equipment to complete as long as the user needs, we can provide any way trading treasure. 'To what mountain, what songs, functional machine age we do functional machine, after the mobile Internet together we'll do the mobile Internet, the popularity of the post-PC we do PC, if the line for bargain-hunting we will go to build the line service shops, If you need us to do their own mail-order magazine, everything depends on the required efficiency and service objects. 'Currently, the sale of treasure has launched its own low-end android APP, also opened a wired Internet site, traffic from PC has accounted for 30% of all traffic. He also plans to launch a program in 2013 to help more users to put a trading treasure android smartphone. He hoped that in the medium to long term, the sale of treasure capable of two hundred million to three hundred million rural migrant workers to serve as the only object, rather than a competitor using the same model as the sale of treasure, a second-tier cities gradually turned to the Lord Flow crowd. He is based, by the needs of China's economic development and social change is gradual and slow nature of the limitations of this group for a long period of time will persist. 'The only thing we want to do is to provide services that others can not provide, such as more choices, security, quality and cost-effective on the right, but not others already offer products, such as games and information, at the same time, when we do When, in the long run, it must be able to be profitable. 'He believes that as long as the first trading treasure can build barriers, competitors will be able to avoid falling smoothly picked fruit. A common view is that, with the increasing popularity of smart phones, as well as the sale of Po's core user base hope integrate into urban life, the company has abundant resources at the online or offline Taobao, Jingdong, Suning will quickly and smoothly into trading treasure positions. He seemed optimistic than most people, 'in the mobile Internet era, the only opportunity to appear independent to a great development, has become the field of platform-level companies, is the mobile providers, and other industries, is unlikely.' His reason is that In addition to electricity suppliers and O2O (Online to offline), other commodities are purely digital, all the company's Internet, PC Internet companies have all things, products, influence, users, funding channels, they can easily to follow up and kill you, and as a retail electric provider, the chain is too long, then powerful companies have mastered it in only a few links. For those big online shopping giants, when they put themselves and trading treasure so competitive position of small and medium companies, but also had to face another reality, namely the sale of a group of treasure and services group with special needs, needs special operational processes, and these processes may vary considerably with their existing processes, and thus can not exert its size. For example, an address is the distribution cost 'rural county,' the order of a few dollars and sometimes up to 30, according to the practice in a big city, a delivery success rate may be just over 50%, which means that distribution costs will be multiplied, in Here no one could get a clear advantage in the delivery speed, because almost only by China Post to provide a delivery, other distribution companies are generally reluctant to take this live. Zhang Xiaowei takes a looks very outdated way, so that the turnover rate and a substantial increase in delivery rates: a large investment in a human call center. Currently, the sale of treasure in the country, a total of 1,500 people, half of whom are affiliated with the call center, who plays a function Suning Appliance store of Purchasing Guide, but are concentrated together, http://www.cosplaymade.com/ a set of intelligent systems for user's situation for the initial screening, which according to different categories of its access to the appropriate service personnel. As a result, those potential users not familiar with online shopping usually open trading treasure telephone service for the first time, by hand to guide it to complete the purchase. 'People every 100 people can finally made 0.5 personal business, we can make two people.' Yes, competitors can build their own call centers, including Ctrip tourism giants such is already owned much larger The call center, but Zhang Xiaowei not worry about it. 'They sell a standardized product, but from the complexity of speaking, as we and our customer service staff have nearly 20 product categories, specifications, user and service to match up one by one, which requires a highly complex and intelligent systems not one or two days can be built. 'Zhang Xiaowei neither the trading treasure as e-commerce, but also do not want to be regarded as simple brokering, face twenty-three one hundred million spending power is greatly limited the potential users, trading treasure sometimes act as product designers and brand output role. For example, currently trading treasure more than 50,000 kinds of commodities, 3C and clothing are more than 40%, while 70% comes from the sale of clothing sales treasure of its own brand. Currently, a total of eight trading treasure their own clothing brand, he planned in 2013 to be reduced to three or four. He said he did so, one is out on the market is no specific brand of this group, and second, although some mainstream brands from the lower figure willing to provide products to the sale of treasure such companies, but mainly because clothing Industry is now generally face stock pressure, but once they destocking ended trading treasure may well be ignored. He predicted in 2013 the destocking process is likely to end. 'Since users do not form a specific brand awareness, selling big are the price and sell our own brand is the price, why do not we sell own brand? This is our future in the user's influence and charisma good . 'However, so far trading treasure still not profitable. At present, the overall gross profit margin of between 20% -30% of the overall market costs (including the cost of the call center) accounted for about 10% to sales, logistics accounts for about 20% to sales, at a loss on the company as a whole. Zhang Xiaowei think this is acceptable la corda doro wigs to the company, after all, the company is not short of money now. 'Before the sales volume reached 10 billion yuan, making money does not make sense, we pay more attention to the user reputation to do it, once our capacity increased, we would prefer the cost savings into lower prices.' He said. In the past seven years, trading treasure won a total of more than 100 million yuan of investment from the Far East Holdings, Sequoia and Tencent. Now, Tencent has become its controlling shareholder, however, due to the introduction of dears wigs the A shares set in, the class B shares arrangement, Zhang Xiaowei, led by the management despite the loss of a controlling stake in the company, but still have management decisions. This PC Internet giant Tencent seems to have realized the value of trading treasure lies in the recent 'Tencent · trading treasure 'headquarters in Wuxi groundbreaking ceremony, Tencent Collaboration Fund Executive Director Cham Wai-standard will be defined as Tencent trading treasure 'In this flagship mobile provider' is Tencent's business in one, with the electricity provider Tencent own business has a different division. 'Tencent own electricity supplier to do is often said that the mainstream people, like Taobao, Jingdong, trading treasure here more, including migrant workers, grassroots oriented. I think this is a blue ocean, is definitely a beneficial to be made of business, is untapped. 'Zhan Wei Zhang Xiaowei standard business treated as such. But Zhang Xiaowei did not intend for this kinship with Tencent have too many unrealistic expectations, but strict to maintain their independence, although the number of active users over 700 million Tencent is almost all entrepreneurs dream of gold 'We only loyal to our own business, who's a good product for users, who we use.' Whether deliberately recommended Tencent fiscal Asked paid through the sale of treasure while avoiding the use of Alibaba's Alipay as payment tool, he replied. At present, although there are some companies to imitate the practice of trading treasure, but so far they are not trading treasure they almost constitute a threat. Total According to iResearch data, and trading treasure targeting the same group, using the same model of the company, sales trading treasure than ranked second and third place still more. 'For the sale of treasure, the real challenge is that it is inevitable that some of the products knockoff, when cardcaptor sakura wigs its future to be listed, may be a risk factor; In addition, the current urban fringe is mainly in coastal factories are concentrated, where users are concentrated, they can be close to them at a lower cost, such as near the factory canteen in advertising, and the future when it entered the mainland, would not have this size advantage, competition may also occur with Taobao, Jingdong, Suning . 'IResearch e-commerce analyst Huang Yuan Pu said. This is indeed a problem. According to data released by China's National Bureau of Statistics, the number of employment in the central and western rural migrant workers is increasing. This reflects China's coastal manufacturing costs rise and economic power shift to the Midwest trend. In addition, changes in technology often occur in unexpected ways. However, Zhang Xiaowei prefer this as an opportunity. 'For me, the biggest challenge is the need to loneliness and losing money.' According to his plan, in 2013 the pocket monster wigs sale of treasure sales expected to more than 1.5 billion yuan, he wants to wait until the company's annual sales reached 10 billion yuan, go talk vision. But before that, he does not want to scale trading treasure excessive loss of blood, the ideal situation, it should be to maintain a slight loss, if necessary, adjust after three to six months, will soon be profitable. 'Retail trade is measured in decades, the decades have small achievements, we are half of the first stage not to. We have to have this patience.' He said. (Via Forbes http://www.cosplaymade.com/ Chinese network) [Welcome to search on a micro letter 'txws_txws' Follow our official micro-channel, 6 a day to miss the wonderful article. ]