! Tide electricity supplier YOHO stock business sense: 80% rule quarter sold text / Tracy from the end of 2008 to open up lines of business into the field of electronic business in the fashion magazine '! YOHO trend chi', the little got up early taste - take the money in the electricity business, the craziest burn moment, YOHO! stock (yohobuy.com) is not particularly dazzling development, but he received a $ 10 million venture capital in. But the same news is that the collective experience in the electricity business cold down one, YOHO! Has not arrived at this 'late set.' Has been tepid for development, in charge of electricity supplier YOHO business! Button Cong laugh vice president opinion, it was because a lot of the basic theory and method electricity supplier operations have not mastered, such as benign enough inventory, such as customer service unprofessional technology, such as the shopping process cumbersome, these details are not handled well. But the influx of people the electricity supplier - the target population for the vertical classification, it really has the market?
The electricity provider in fashionable, YOHO! There are two available reference, one is Japanese Fashion electricity providers ZOZOTOWN, the other is a British fashion shopping website ASOS. ZOZOTOWN as a listed company was founded in 2004, positioning the online channel retail brands sell fashion - brand clothing. In there at Rakuten, Yahoo Japan so such a powerful competitor, with annual sales ZOZOTOWN can reach 500-600 billion yen (about 30-38 million yuan), net profit of about 10% can be achieved with the founding Kuba Zhi-all the people described as 'had a very nourishing.' British fashion site ASOS now just red, they sell designer brands and fashion clothing, Taobao has become the main battlefield Shanghai foreign purchasing. According to the media reports, in 2011 its sales reached 340 million pounds (about 3.214 billion yuan), and its sales in 2015 are expected to reach 1 billion pounds (about 9.454 billion yuan). Although the United Kingdom, Japan has been at the forefront of fashion, and some of China's relatively backward popular, but a few years line the city's consumption habits have greatly improved, and let the button Congxiao influx of people feel the electricity supplier Me is a cosplay inazuma eleven set of data: Over the past few years, an increase in the proportion of new customers ZOZOTOWN is 50%, while YOHO! new customers over the same period of the year the growth rate reached 80%. So in July 2011, YOHO! Group began restructuring the electricity business operations allowed on track. For example, the electricity supplier from the original community following website, pulled into an independent website, beginning more refined operation. !! In doing YOHO electricity providers available before, YOHO Group made 7--8 years the media's fashion magazine is 'YOHO trend chi!.' In Internet trends, its development by the media of a community service line, and then by the community to develop a line of business electricity supplier, and this year it will launch the line activities, preparing to host an international fashion brand presale exhibition YOHOOD activities in Shanghai,
These business systems ZOZOTOWN, ASOS's also an important part. Such a characteristic maximum overall ecological industry, a group of vertical crowd is doing business, rather than vertical category. Return to the electricity supplier business, YOHO! Stock sell goods ranging from clothes, pants to digital, headphones or drink, as long as 16-35 years old like individuality 'wave' need to do is their business . Jingdong, the growth rate of several hundred per cent as compared to all passengers before, YOHO! Available for development is not superior, to keep the annual growth rate will double, but the growth in electricity supplier winter time can be maintained down, there is not much ups and downs. A law on this button Congxiao given retail industry, '125 rule': retail sales growth is usually 100 million, 200 million, 500 million and 1 billion, two billion, five billion. Last year YOHO! Stock sales of about 150 million yuan, this year's goal is $ 300 million. Currently YOHO! There are goods accounted for more than half of group revenue, gross margin can be maintained at a good level, customer price 350-400 yuan, in the case of large-scale propaganda almost not been able to achieve the basic breakeven. Target a benefit for the influx of people is, these people pursue cosplay costumes for sale a unique personality, and stress the quality of service, the pursuit of cost. So YOHO! Stock settled brand, not the pursuit of absolute low prices, due to the unique nature of goods sold, more than 90% of the models is the exclusive sales network, and therefore rarely a price war with other sites. If last year's dark horse electricity suppliers only product will rely on 'drift' to win the market, YOHO! There are goods which way to go is the 'pinch point.' But this is not an easy road. Or ZOZOTOWN example, in October 2011 it had entered the Chinese market opens flagship store in Taobao, but less than 2 years it will shut down Lynx flagship store. ZOZOTOWN originally wanted to 65,000 models Japanese original wave of brand sales to China, although the import tax prices have an impact, but the most fundamental reason is that the user accepts the trend of Chinese philosophy and culture with Japan is still lagging behind. Button Congxiao admitted the existence of this gap, and further noted that the gap is reflected in the time, usually a tide of popular order is, first to Japan, Hong Kong, mainland China before, so direct as ZOZOTOWN this to the forefront of the trend of Japanese goods to get China to not be able to pop.
And the London fashion show, a colorful scarf printed with white shirt, synchronized to get China to sell may not have too many sales. Although faced with this gap, but still insist on purchasing button Congxiao influx of world-class brand of seasonal goods, at least in part because of the influx of people has begun to 'dare to wear' the. On the other hand, although ZOZOTOWN closed Taobao flagship store, but did not intend to give up China, but also from the United Kingdom ASOS eyeing this rapidly developing Chinese market, both with YOHO! Stock contact. Button Congxiao said, YOHO! Stock has sold six Japanese fashion brand goods, the future trend of the brand in Japan there will be some cooperation models, and the two sites also have capital to discuss, but there had been no Any real progress. Button Congxiao Oral: How do one-third of current electricity supplier buyers team for us, and buy goods consignment are, which way is to look at the main brands. Such as Nike, for example, we are NIKE duly authorized dealer network, will go to the ordering, sales NSW and Action Sports series, our hand to buy these goods bought. The first time the new season shelves, rather than a quarter of discounted goods. But regardless of the distribution or sales agency, buyers are responsible for product selection, our team of 150 people, about a third of buyers related, this is a very critical thing, we will choose the trend for consumer goods to sell not select Normal or no trend property goods. Many apparel brands include electronic business platform are experiencing inventory problems, in fact we can do zero inventory, if your price is low enough to stuff people buy, like a pair of shoes to sell a dollar, the world will certainly mad rush , but there is no margin. We do electricity supplier choice of goods advantage of 7-8 years experience to do the magazine, we know what customers like, including what future trends are, so then we buy back will be able to ensure its sold. Currently, YOHO! Stock sale of goods, we have monitoring data show that 90 percent of online exclusive, other electricity providers the Internet does not have, of course, which have a lot of co-operation models, such as Wrangler jeans, a US brand, we feel it jeans relatively easy to sell, we will do custom manufacturing Wrangler x YOHO! Such cooperation funds, sold exclusively in stock.
Currently YOHO! Fashion brand accounted for 80%, while YOHO! Own brand share, compared with about 15%. In ASOS example, they accounted for 50% of sales come from its own brand ASOS, the other 50% of sales from independent third party brands, we strive to carry out domestic original wave of brand support, efforts to help the original wave of brand bigger, as well as to fill sales category and price band gap, will have to make up their own brands, including cooperation with the International Tide brand models. Future be able to sell much, we need to see the extent of the original wave of brand development and trend of consumer acceptance. 80% rule when it comes to do original quarter sold Internet brands, a lot of people think all passengers, all passengers in recent years has experienced many ups and downs, but they finally grasp after adjusting the core issue of the brand, it is to make the brand a premium and inventory turns. For example, the value chain from the point of view, involves the production of a piece of clothing from the hands of consumers, manufacturers earn a 2% net profit, the company earned 25 percent brand retail channel is 8%, which is probably a digital garment industry, Clothing from the very beginning has been to the hands of consumers, probably need to increase several times to ten times. Throughout the session, the brand earned 25% of net profit. Further inventory turns, the traditional garment industry, there is currently a large inventory of reasons. If you enter a ten thousand goods, sold only a gross margin of 80% is meaningless. For us, the first is to calculate turnover, rigid target is to ask a quarter to sell off 80% of the goods, even at the expense margin, even if the final 3 dollars to sell a T does not matter, but must make the goods dumped out. For example, in the spring we purchase one million yuan, to the end of the quarter, when to sell off 800,000 yuan, 100,000 yuan and discount sales, and the remaining 100,000 yuan resort to larger discount, or as a gift to digest. This is our model, we do not have more than 360 days of inventory, especially in our website is a trend, we need to sale of new products, how can there have been commodities season, which is the reason we have adopted this model. We ASOS communicated, strategies they used the empty end of the quarter, 80% of sales but not emptied.
Empty practice what is it? The price level is the ladder, such as this summer clothing to sell the original price in May, in June to sell a 20% discount, July 6 fold, listed in early September when the autumn end of August, it hit 3 fold or less, until the goods sold So far, such a turnaround is very fast. Media and electricity suppliers in close connection with the company's current four business lines, each line of business to operate independently, the media and the electricity business are two different things, how the horizontal interaction? Our solution is to do a lot of lateral system settings and sectors. We have a decision-making group is responsible for the introduction of the brand, members of this group have senior editor, senior director paragraph about cooperation, as well as the trend line sales director buyers, these people together is to make decisions, such as a brand want it, main or secondary line which brand to do, can not do what the product line. In the interactive aspects of the business, we cooperate more closely. For example, users in YOHO! Stock shopping, we will reward coupons to encourage him to go to the community to share their pictures after wearing the new brand in YOHO! There after line sales of goods, the community will share the connotation of the brand, including brand background , served as designers, etc., these will also appear in the magazine. However, do not require a certain magazine YOHO! Stock of merchandise, mainly based on the edited topics, the media needs to have credibility. On the development of mobile Internet, we also passed the two-dimensional code technology magazine pictures together jointly and shopping sites, users can scan two-dimensional code shopping directly on the site. Now magazine media, community, electricity providers have APP composition YOHO! Series Apps, on the other hand, we also have plans to set up the line store.
From a larger scale, I understand the electricity supplier could eventually account for about 30%, that is still online more people 70% share of total retail sales, you can also think about the people around you how many things buy online, there is, how much line to buy, is still offline majority. But our line shop just store experience, where the user can try, but the site did not goods, but paid after the money end logistics and express home, this is our vision experience. In fact, we put the line as "mononoke cosplay " a line extension of customer acquisition means that only 30 percent of customers will buy online, the rest of the people in online consumer behavior, this experience store next year we plan to be able to open up. (Via Sina Technology) [Welcome to search on a micro letter 'txws_txws' Follow our official micro-channel, 6 a day to miss the wonderful article. ]