From Taobao to Douyin: How She Achieved 50x Sales Growth in 8 Years and Became the Category Leader

2024-11-12

Oral statement: Mr. Zhang wig category billion-level seller and member of Jinguan Club

Selling wigs into the industry first

I started working very early. In 2000, I worked in a Hong Kong company in Guangzhou and worked for several years. Around 2009, I felt that it was not a long-term solution to stay away, so I wanted to go back to my hometown, Henan to develop, but I didn’t know what to do.

(online store) . During the years when I was pregnant and gave birth, I transferred the business to others, so I stopped doing it until I tried e-commerce again when the child was over two years old.

I want to do a long-term career and don't need to look for directions. In 2014, I followed a relative to the wig industry - Xuchang's wig industry is relatively developed. Due to different business philosophy, I opened a wig store on Taobao with my current partners in 2016.

At that time, the domestic wig market was mainly composed of 9.9 yuan products. I thought: Why can’t we sell more expensive products? Is there no new demand in the market? The starting point is simple, I want to do something different and the customers really need.

The first new product is a partial hairpin for middle-aged and elderly women. Wear it on the top of the head to cover up the white hair, which suddenly exploded the market. Later, we developed a young model and continuously upgraded the product. In 2017, we made wig stores the first in the industry!

Until now, I have been very focused on product design, including upgrading product details, iteration of consumer groups, etc. I often review negative reviews from consumers, because most people buy online "silent evaluation", and a negative review may represent the voice of 100 people. The premise of any sales must be the product. We must truly think about what kind of products the market needs from the perspective of consumers.

Why did it work?

Later, Taobao supported flagship stores, and the weight of specialty stores decreased, and our traffic suffered a big blow. Coupled with the epidemic, I thought about it, and the eggs could not be placed in one basket. In 2020, we started to do Douyin, with me taking the lead, plus two customer service, and being an anchor to shoot short videos, and we are the earliest seller in the industry to enter content e-commerce.

I have reused several young people from 1998 and 1999

My management experience

<span id="fxbarea_0.95273500" style="font-size: 16px;font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, " helvetica="" neue",="" "pingfang="" sc",="" "hiragino="" sans="" gb",="" "microsoft="" yahei="" ui",="" yahei",="" arial,="" sans-serif;letter-spacing:="" 2px;"="">Many young people have their own opinions, dare to express themselves and can implement them. We must understand and tolerate them and not care too much about emotional value. I told all young employees: "As long as it is for performance and results, everyone's discussion is not smooth, I allow everyone to be emotional, slap the table, and finally speak based on the results."

These young people will gradually understand what stable and effective communication should be like. These can be made up for it slowly. Just train with you a few more times.

3. "Transfer to the help": One anchor retreats, and more anchors stand up

Our company now has dozens of anchors, but I have not taken the anchor for a long time because I have let the anchor with the best performance of the company retreat and focus on internal training, which has completely "liberated" me.

Because she has been a anchor successfully, she can tell at a glance whether the new anchor is good, whether it has an internet sense, which action has traffic, and then one-on-one tutoring, and fine-tuning will be better. The key to achieving this step is whether the right person, whether the excellent anchor is willing to share, and whether he is willing to step down.

If you want to focus on content e-commerce, master the process of anchor training, master the distribution logic and tools of the entire region traffic, etc., welcome to join the Golden Crown Club to communicate with me in person.

E-commerce bosses must have circles

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(member) in this circle is super excellent, and not the same kind of excellent. Some are well managed, some are well-made in the supply chain, and some are well-made in the self-media... Each has its own expertise. You can go to any brother company to communicate face to face and see other people's business models. All brothers have been interviewed by Lao Gao before joining the club, and your communication with them will be very open and relaxed .

<span id="fxbarea_0.95286900" style="font-size: 16px;font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, " helvetica="" neue",="" "pingfang="" sc",="" "hiragino="" sans="" gb",="" "microsoft="" yahei="" ui",="" yahei",="" arial,="" sans-serif;letter-spacing:="" 2px;"="">Most of the training courses outside are popular, but every stage of the company needs to improve its own pain points. In my opinion, the boss must have his own circle. No circle means that you cannot see many opportunities and growth methods.

END

Members' praise

This is a positive review by some members of our Golden Crown Club. I'm not persuasive enough to just talk about it. You can see what these billion-level e-commerce bosses say, they are all personal experiences.

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From Taobao to Douyin: How She Achieved 50x Sales Growth in 8 Years and Became the Category Leader

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