The future of e-commerce: building a brand
After cutting off nearly 1,500 SKUs, Mr. Wang and her husband focused all their time and energy. This strategy allowed them to gain unexpected results, making people easier, products better, and performance growth faster.
Mr. Wang feels that starting a business means having a very good life, so he can always achieve everything he wants. Because in the circle, the company always meets different people at different stages of development. These people either give advice or give advice, so that her company either avoids many pitfalls or stops losses in time. The company becomes more and more open and its performance rises straight.
In 2007, when registering a store on Taobao, Mr. Wang can be said to be a beneficiary of the e-commerce era, watching the e-commerce era from small to large. "Today's e-commerce is completely different from the time when it was launched. At that time, it could be sold as long as it was listed on the shelves. Traffic was a bonus." Mr. Wang said.
In the past, e-commerce did not need brands, and they could sell them as long as they had products. At that time, the concept of brand was to make better products, sell them at a higher price, and sell them to rich people to improve their quality of life. But now e-commerce is very difficult to do. Traffic began to become fragmented five years ago. Lao Gao once mentioned in his sharing that the only thing that remains unchanged after the traffic fragmentation is the brand.
Inspired by Lao Gao, Mr. Wang began to build his own brand. She feels that the brand can be settled. After having her own brand, she doesn’t have to ask others for authorization everywhere. With the accumulation of past years and having a certain strength, she can do what she wants to do according to her own ideas.
When talking about the brand, Mr. Wang remembered the "netizen" partner again. This person was the guide for her and her husband to come to Shanghai. It was also this person who let her know that the city of Shanghai itself is a brand, and the products made by companies in Shanghai are brands.
As a partner, Mr. Wang learned two things: the concept of a brand and the power of intangible assets. During the three years we worked together, her partners would often apply for brands and trademarks, intangible assets and companies. Before we met our partners, Mr. Wang and her husband had no idea about these two things.
02. The turning point of the company: Join the Golden Crown Club
After being "kicked out" in 2011, Mr. Wang and her husband did not want to be prodigal sons, so they began to find ways to sell goods, set up a company, and then joined the Laogao E-commerce Club. After joining, Mr. Wang found an organization, had his own circle, and knew more people. "Connections are wealth. Whenever he encountered some critical moments, he would have brothers to help him."
In Laogao E-commerce Club, I "mixed" with some outstanding people every day. As Lao Gao said, when you do 10 million, you have to "mix" with 50 million people. When you do 50 million, you have to "mix" with hundreds of millions of people. When you do 100 million, you have to "mix" with 500 million people.
"Because she is with people who are better than herself and get close to excellent founders, she can learn from and learn their thinking and ideas." Mr. Wang said that she grew up unconsciously in such an environment. In her words, it is impossible not to grow up if someone in front is pulling you and someone in the back is pushing you. "It's like this that joining the Golden Crown Club. The company has to develop without development. We can't help it. It's impossible not to move forward."
Mr. Wang didn't think about it at the beginning because when he joined Laogao E-commerce Club, his turnover was only 1 million, and in the four years he had been with Laogao E-commerce Club, his turnover had only reached 60 million.
During a chat with Xiangyun (a lifelong honorary member of Jinguan Club), I learned that the other party had joined Jinguan Club. I heard that the level and turnover inside were very high, and the brother was very sincere. The other party suggested that she join too, "In Jinguan Club, you can see the outside world and see the gameplay, concepts and scale of brother companies."
Afterwards, she realized that Xiangyun valued her and her husband, and thought that her husband and wife were OK and capable, but their cognition needed to be opened and their horizons needed to be opened. "You don't know that you have that great ability, but you have this ability. When you see enough, you will find your own way!"
03. Refer to the Golden Crown Club to create the company's corporate culture
Whether it was in Laogao's e-commerce club or the current Jinguan Club, Mr. Wang was very active in participating in the activities. Every time she went back to study, she would share with her husband what she learned today and what Laogao said. The couple would absorb some things that suited their company and apply them to the company.
In the Golden Crown Club, Mr. Wang said that he was studying while summarizing and refining, and found the positioning of her company based on the Golden Crown Club. For her company, the biggest change is to develop a set of its own corporate culture, which affects the company's performance results, and this corporate culture comes from the Golden Crown Club.
After arriving at the Golden Crown Club, Mr. Wang felt very happy. Every time he participated in the Golden Crown Club event, he was very happy. His husband was curious about how this happened. Why was his wife and he was not as good as the Golden Crown Club when he went out for a walk? Mr. Wang said it was different. He went out for a walk with his brothers from the Jinguan Club. Lao Gao and his brothers did not look at their phones along the way. Lao Gao would also share various stories and various corporate cultures, and would often tell her a classic case worth 100 million yuan.
Mr. Wang extracted something that suits him from various cases. In short, she was very happy every time she came out to study. She felt that it was because there was a certain force in the Golden Crown Club guiding her, and she began to think about what force was attracting herself?
Later, the husband asked: Is it the corporate culture of Jinguan Club? She said it was possible! So, the couple hit it off. Since the corporate culture of Jinguan Club is so awesome, why doesn’t our company let employees feel as happy as you? The couple began to develop their own company's corporate culture.
Mr. Wang found a book when he joined the Jinguan Club, which contained a lot of corporate culture and other content. The couple studied the things in this book together. They studied them for several months, carefully studied, experienced and felt each content in it, screened out what suited them, and then translated it for employees in their words, and summarized the essence that suited them into their own corporate culture.
"People have behavioral patterns. Every day in such a corporate culture atmosphere, when they do things, things in corporate culture will emerge." Mr. Wang is proud. At the same time, she is also using corporate culture to screen out inappropriate people and attract a group of positive, thoughtful and capable talents.
Mr. Wang believes that the development of a company requires similar people, that is, those who agree with their corporate culture and their ideas can develop and make progress together. "To achieve 600 million yuan is very related to our corporate culture." Many senior executives in companies have made money but are not happy, or have the idea of going to see other places. "We use corporate culture to guide him and lead him, making him reluctant to leave. Money is easy to make anywhere, but not every company has a corporate culture, and not every company has the culture of the Golden Crown Club in it."
04. He helped our company "prevent disease"
When it comes to circles and Golden Crown Club, one person is indispensable - Lao Gao. In Mr. Wang's eyes, Lao Gao is a very charming person and has a very leader temperament. In recent years, I have realized that what Lao Gao said is valuable. "He can be far-sighted and see what he will see in the future many years."
This is indeed the case. Five years ago, Lao Gao said that traffic will be fragmented, platforms will be diversified, and e-commerce dividends will be lost. He reminded members to build brands, because brands are the only ones that can be settled, and they also need talent layout, including building nursing homes in the future. In Mr. Wang's view, everything Lao Gao does is based on the future, helping their companies solve problems and treat their companies' illnesses.
In the past few years in the circle, Mr. Wang found that everyone talked about how to be a person and how to do things. When the relationship was good, the relationship became deeper. When you saw a friend’s frown, you would definitely care about what was wrong. When you understand the troubles the other party was in, you would also find ways to help solve them. If this person is himself, he will be treated like this and be helped.
As one of the early members of the Golden Crown Club, Mr. Wang deeply understood this circle. She felt that there are many circles now, but there are very few circles like the Golden Crown Club, and it can be said that they have immeasurable merits. The concept of Jinguan Club is to help brothers succeed. A group of flesh-and-blood young people gather here. "The good and evil of human nature are just in a thought. Jinguan Club can bring the goodness of human nature to the extreme. The atmosphere of the entire circle is good and altruistic. When we are infected with such an atmosphere, we will think about altruistic."
This is exactly the unique feature of Golden Crown Club. Golden Crown Club is a seed, and every participant is planted with a seed of goodness and altruism, and then thrive in this circle, and finally blessing everyone around you.
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