Babe net Zhang Lianglun: I do not like Liu Qiang East, the idea of doing business with him is completely different world network operators [i] Note Babe online line only nine months, the valuation of nearly $ 1 billion, which after 85 CEO Zhang Lianglun been labeled \u0026 rdquo; next Qiang East \u0026 ldquo; the label, but he said Beibei Network The business idea is completely different, Focus only electricity supplier, has no intention to touch the goods, but unintentional self logistics, is only responsible for selecting suppliers, the babe net buyers to pick products to \u0026 ldquo; limited flash sales \u0026 rdquo; way to display products, and to provide trading platform to complete the transaction. Text / Wang Yujia an on-line only nine months of maternal electricity supplier, why valuation approaching $ 1 billion? Babe net entrepreneurial story, after the electricity business district 85 \u0026 ldquo; \u0026 rdquo ;: Chinese partner of CEO Zhang Lianglun head full of business, the \u0026 ldquo; risk awareness \u0026 rdquo; mention COO Ke Zunyao, perfectionism \u0026 ldquo; God Tucao \u0026 rdquo; CTO Yujia Jie. January 2015, maternal Deals website Babe net gain of C $ 100 million round of financing from today's capital, New Horizon Capital lead investor, high Yung Capital, IDG Capital with the cast. Xu has been the story, naturally, there labeled the man Zhang Lianglun: \u0026 ldquo; Next \u0026 rdquo ;. Qiang East Development of Chinese electricity supplier industry has more than 10 years, and start from scratch and build China electricity supplier industry rules and based Ma, Liu Qiang East are different, and the babe 张良伦 network, is China's electricity supplier industry, the second generation of entrepreneurs. They are younger, better-educated entrepreneurs, in college to get used to the Internet, how they open up their own survival path? How to look at the future of the business world? Do not touch the goods babe network only after selecting suppliers 张良伦 typical 85. Hangzhou saw him, he was handing me the lunch took colleagues: a fried vegetables and rice coupled with Egg, eating with relish. \u0026 Ldquo; We are not vertical electric provider, is \u0026 lsquo; Focus electric provider \u0026 rsquo ;. \u0026 Rdquo; Zhang Lianglun said.
Two weeks ago, Zhang Lianglun finally burst in electrical district name was Babe net entrepreneurial nine months to get a new leader Xu, Capital Today's $ 100 million investment. This is not a small number, especially for entrepreneurial total of just over three 张良伦 it. Babe Network is Zhang Lianglun second venture, before his meter off shopping guide network in the field of electronic business has been a minor celebrity. Earlier, Zhang is the product owner Alibaba Wang Pu. However, the young man obviously live in a large organization is not interested. Entrepreneurship has always been his goal, as various universities during the toss, he was not a law-abiding person. Prior to entrepreneurship, Zhang Lianglun electricity supplier industry met all kinds of people, thinking of many business models. His biggest thing ergo proxy cosplay is to stimulate and Jingdong, Suning chat. He found that every other mention, is today a certain category to a certain number of goods into the price, get a much lower discount, will soon be able to sell goods. Ali Baba and the majority of people, and even, like Ma, Zhang Lianglun of such asset-heavy mode of operation is not cold. \u0026 Ldquo; the contrary, and beautiful, said mushroom Street, chat, is on the appetite, their concern is what qualities user, see what kind of image, where you see that kind of presentation, how the desire to buy, conversion rate any different, our thinking is the same, not from sales and procurement category view, but from the user habits. \u0026 Rdquo; Zhang Lianglun said. After decades of development, China's mainstream physical electricity only two formats: self-mining sales of B2C platform, such as Jingdong, the United States together superior product, only the product will wait, first in a category get low-cost supply, and then extended to other category, profit by commodity profits. Another is \u0026 ldquo; do not touch the goods \u0026 rdquo; pure platform, such as Taobao, Lynx Ali to gather a wealth of SKU flow, profitability by CPC (pay per click advertising) and CPS (commissions paid).
Founded Babe network, Zhang Lianglun business model is very clear, no intention to touch the goods themselves, but also unintentional self logistics, is only responsible for the selection of suppliers, and the babe net buyers to choose products to \u0026 ldquo; limited flash sales \u0026 rdquo; the way to display products, and provide trading platform to complete the transaction. In his view, do I need to do \u0026 ldquo; \u0026 rdquo ;, Light Company to seize specific populations, determined not to touch the goods. He hoped that the mobile Internet-based, grab the young mothers aged 25-35 the city of fragments of time \u0026 mdash; \u0026 mdash; that is, babe network \u0026 ldquo; Focus electricity supplier \u0026 rdquo; select crowd. What these people want to buy it? Powdered milk, diapers without a doubt the largest shipments of \u0026 ldquo; just need standard products \u0026 rdquo ;, and brand concentration is high. However, compared to Jingdong, Suning giants do \u0026 ldquo; just need standard products \u0026 rdquo ;, in the purchase price, purchase quantity, etc., there is no advantage Beibei network. All along, the vertical field of electronic business, based on self-mining sales B2C companies have not fared well, such as Dangdang, good music to buy, they focus on a category of procurement, sales, distribution, the advantage is in the category, the user selects very rich. Disadvantages are the lack of flow and capital, \u0026 ldquo; just need standard products \u0026 rdquo; the purchase price is no advantage, lower profits.
Moreover, in a niche industry selling \u0026 ldquo; just need standard products \u0026 rdquo; there is no room for selection, no \u0026 ldquo; Fans \u0026 rdquo ;, the user selects a platform to buy, on the grounds just low prices. Zhang Lianglun concluded that the company has only a small chance to make non-standard products, such as maternal and infant industries children's clothing, shoes, toys, etc: can be cosplay costumes for sale selected, can be shared, hard parity, can unite fans. As to why choose baby industry? Also by accident. That time, the partner 张良伦's, CTO 郁佳杰 wife was pregnant, the opportunity to make 张良伦 and 郁佳杰 and COO 柯尊尧 three people have thought of maternal and child market: the first from three start-up companies shopping guide website meters off net background data, in addition to women, maternal and child is the volume of the second category. Mother and child have a large enough market space, high enough off price \u0026 hellip; \u0026 hellip; rich SKU, there are separate brand online channels, such as Friends of Music, Lai family baby, but not a line leading independent electricity supplier. Many people are aware of the results. April 2014 babe network PC-side and mobile terminal simultaneously on-line, at an alarming rate, less than half a year to become the biggest baby Deals platform. By 2015, the monthly sales of 200 million yuan. Gathered then to meter off net from Ali Audrey network \u0026 ldquo; There is a brother in Beijing suspended the project, return \u0026 lsquo; King face \u0026 rsquo; Ali Baba, also took offer! \u0026 Rdquo; so-called \u0026 ldquo; \u0026 rdquo ;, fighter plane that bypassed the whole recruitment process, go directly to the final interview. In 2009, the current 柯尊尧 still Huazhong University of "cosplay haruhi suzumiya " Science Babe network COO of graduate school, when he heard the news when he felt that this person must be 张良伦. In 柯尊尧 eyes, the same with his mentor, doing the same in a team leader of the project, a little \u0026 ldquo; strange \u0026 rdquo ;. In the tradition of science and engineering colleges, \u0026 ldquo; Technology House \u0026 rdquo; often talked about is Google's two co-founders, the legendary programmer Jeff Dean. And Zhang Lianglun favorite saying is business: What kind of domain name can appreciate, Taobao free model means that what \u0026 hellip; \u0026 hellip; even if sometimes the ice, Zhang Lianglun are never bored. Kezun Yao later learned that Zhang Lianglun of \u0026 ldquo; \u0026 rdquo ;. history Many students and entrepreneurs, Zhang Lianglun college campus also do their own agents to sell electronic dictionary. \u0026 Ldquo; I had little money, limited energy, on the choice of electronic dictionaries such \u0026 lsquo; just need standard products \u0026 rsquo ;, accelerate cash and goods turnover. When you understand the customer, I found that more than 90 percent of college students will choose two mainstream brands inside the most expensive models. Based on analysis of user habits, combined with their own funds to do pattern design, this is the most important. \u0026 Rdquo; Zhang Lianglun concluded. That summer, before Zhang Lianglun to Hangzhou, organized a San Huofan. The latter is drunk, Zhang Lianglun that Alibaba is not my end, I will venture a few years later. Ke Zunyao first one to stand up and responded by saying: \u0026 ldquo; brother, if you start, take me with it. \u0026 Rdquo; Zhang Lianglun left, Ke Zunyao soon faced his own career choice between staying in school, or to the larger world of prove himself, never been able to choose. Just 柯尊尧 tangled when Zhang Lianglun already in Alibaba from product planning division, was promoted to the \u0026 ldquo; Pu \u0026 rdquo; responsible product line in this position, he met 郁佳杰 \u0026 mdash; \u0026 mdash; technical manager Wang Pu, Two people have been working. \u0026 Ldquo; Pu free things, I remember him. \u0026 Rdquo; and Zhang Lianglun, Ke Zunyao different outward Scorpio Yu Jiajie near \u0026 ldquo; Cherishing such as gold \u0026 rdquo ;. Kezun Yao said with a smile: \u0026 ldquo; he was very quiet, except Tucao. \u0026 Rdquo; Zhang Lianglun think Pu should be free of charge, on the grounds that as more users to use the product, the product will be more viscous, the subsequent charge of various functions was easier.
Eventually, as \u0026 ldquo; little \u0026 rdquo; the 张良伦 convince all those who have vehemently opposed the rise, and, after free Pu, Pu product line revenue rise, not fall. In 2011, the reputation of Zhang Lianglun blows resigned. Order 郁佳杰 surprise, 张良伦 resignation soon after invited him to dinner, invited him to start together. Although I do not know what he wanted to do, Yu Jiajie or a promise down immediately submit his resignation. At the same time, see Zhang Lianglun Kezun Yao made a micro-Bo: \u0026 ldquo; seeking venture company COO Partner \u0026 hellip; \u0026 hellip; \u0026 rdquo; Kezun Yao immediately reply: \u0026 ldquo; to help turn the matter, Zhang boss to see me how? \u0026 Rdquo; a few minutes later, they received a 张良伦 柯尊尧 phone: \u0026 ldquo; Are you serious? \u0026 Rdquo; Kezun Yao replied: \u0026 ldquo; yes. \u0026 Rdquo; Kezun Yao went the next day and tutor to discuss early graduation thing, in September, he left Wuhan, came to Hangzhou. Meet three meters off after the creation of the network, a rebate shopping guide website. The first version of the meter off network is 张良伦 own writing, the first day of Yujia Jie added, read all the code sites, cold spit out three words: \u0026 ldquo; too low a. \u0026 Rdquo; Yu Jiajie requirements, the entire site must be completely rewritten. The meter was off the network, it is downright 张良伦 style thinking: do not touch the goods, asymmetric information and resources to find, do intermediate platform.
Early, rice discount rebate website with more than the general high rebates to attract a large number of users, businesses also followed, there is no trading system meters off all Taobao platform to jump to complete the transaction. 2012, m fold net revenue of billions of dollars, but also Alibaba showing \u0026 ldquo; not to support the upstream shopping guide sites continue to expand, nor to support the rebate websites \u0026 rdquo; attitude, and Jingdong platform no longer rebate Partner . 2013, three people started thinking Transformation, meters off from the rebate gradually transition to limited sale: participating mainly Ali sellers. They also began to consider a new venture. Three people will wander into the night after work in the park, to discuss the future. \u0026 Ldquo; m off of survival, always dependent on a large platform, especially Taobao, Taobao ecosystem it is only in a ring, we had the vision is to be a part of our own independent ecology. \u0026 Rdquo; Zhang Lianglun said. What exactly is an independent ecological it? Zhang Lianglun want independent category. Ke Zunyao first questioned vertical electric providers to self mining sales, once in 2011, mad burn, since 2012, many industries have emerged closures and mergers and acquisitions wave, rice fold accumulation of family property, enough to burn it? Also, do vertical electric providers, they do not touch the goods do not do logistics, how to ensure that the user experience? Zhang Lianglun rebuttal is a large platform everywhere, small and medium entrepreneurs, not a bad thing, at least, they've built a good infrastructure, logistics and other electricity providers. So, he wanted not B2C, but to seize specific populations closer on the basis of meter off, no jump, but done directly on your trading platform, trading commissions charged. Eventually, they determined the baby industry in the creation of a new company \u0026 mdash; Beibei network. In fact, babe network up so quickly, largely due to lay a foundation meters off the network. \u0026 Ldquo; Why would anyone do electricity suppliers should first gather community users? Because they do not have money to do running, we rely on the accumulation of the first users of the community. However, we have meters off the network foundation, regardless of funding or personnel. \u0026 Rdquo; co-founder and COO Kezun Yao said. \u0026 Ldquo; Babe net capital value, not simply a fancy flash sales model, the so-called \u0026 lsquo; maternal and infant industry only product \u0026 rsquo ;; baby this big category, there is no leader, babe net capital considered promising as this industry leader. \u0026 Rdquo; electric providers analysts Licheng Dong said. In today's capital Xu's eyes, babe network has another advantage, and that is CEO, CTO, COO were born in 1986, in her view, the future belongs to the young business world. Quality control and user experience pain over the past ten years, mother of two categories experienced electricity supplier business model iterations, reflecting China's electricity supplier industry changes: the first generation of baby red child electricity supplier, the dream of its founder Xu Peixin from mother to child development platform to the whole category, do online \u0026 ldquo; \u0026 rdquo ;, Wal-Mart sales mainly by call center and mailing list in order to make the purchase and sale of self, self logistics, however, due to the large capital flows and centralized platform, Red children eventually acquired Suning.
The second generation of maternal electricity providers, community-based diversion mode content, such as baby trees, electricity providers such problem is the diversion of content conversion rate is not high, low volume, and the content community and the electricity supplier , are two entirely different business, it is difficult to focus. Since 2014 the third generation of maternal electricity providers, such as Babe network, honey bud baby like, hit \u0026 ldquo; \u0026 rdquo ;, flash purchase limit their only difference is whether to take the self-mining sales mode. In fact, self-mining sales to ensure that \u0026 ldquo; the last kilometer \u0026 rdquo; user experience, quality merchandise and more assurance, but SKU number has its bottlenecks, slow growth; number of non-self-purchase display platform, the company light, SKU number , growing fast, but the quality of goods is better to control the user experience and self-procurement. Future, this is a real pain point babe network location.
Today, there are over 5000 net babe brand suppliers, buyers who every day hundreds of thousands of SKU in the selection, control the quality of goods and buyers in addition to the audit system, 张良伦 way: Babe network does not provide per-click CPC paid ad impressions, but profitable way to CPS trading commissions. In his opinion, under the CPC model, low-quality goods to the platform as long as pay a huge amount of advertising can be seen more users, to buy or not, regardless of the platform. The CPS mode, make the platform even more concerned about the user's repeat purchase rate higher commodity and continued cooperation with these businesses. \u0026 Ldquo; I and Qiang East does not like, he is very powerful, but I do business ideas, with his completely different. \u0026 Rdquo; Zhang Lianglun said. (Edit / world network operators Lu Lina article from the 'Chinese entrepreneurs' reprint please indicate the source and author)